These days, pretty much everyone is on social media, so it’s very likely your company has a presence on major platforms like Facebook, Twitter, LinkedIn, and Instagram. These sites serve as a fun and effective way to connect with your target market. If you haven’t done so already, it’s time to formalize your efforts.
If you want your social media program to be a lasting success, you need to create a formal policy outlining the do’s and don’ts for employees. Everyone must be on the same page to uphold your brand image and keep things running smoothly.
5 Topics to Cover in Your Social Media Policy
Social Media Team Duties
Customers expect a lightning-fast response on sites like Facebook and Twitter, so there’s no time for confusion. Clearly define the roles of each member of your social media team, so everyone knows who is supposed to be monitoring the pages, responding to comments, creating new posts, and searching for ways to reach out to your key demographic.
Response Guidelines
Since your social media sites need to display a consistent cross-platform brand image, setting a tone for all posts and replies is essential. Additionally, creating a set of standard responses to coincide with a wide variety of scenarios is a savvy way to ensure a response that’s fast and appropriate. This practice makes it much easier for others to step in when the person who typically does the posting has the day off and to expedite the training of new employees.
Industry Rules and Regulations
If your company is in a highly regulated industry, such as the financial realm, there are certain topics you’re legally barred from touching. When posting on other subjects, you may also need to include disclosures. Research this very carefully and include all information in your social media policy.
Disaster Response Plan
Negative comments spread like wildfire on social media. You need to have a solid plan in place to get an immediate handle on the situation if your company is ever at the center of controversy. This includes defining exactly what constitutes a disaster, listing the names and contact information of who to inform in the event of a catastrophe, and steps to mitigate it.
Employee Personal Social Media Usage
Most — if not all — of your employees probably have a personal social media presence, and this needs to be governed so their posts don’t reflect poorly on your organization. Expressly state what your staff is and isn’t allowed to say about your company, so there’s no room for misinterpretation. If you want, you can even completely forbid them from mentioning your business at all. Of course, employees can also serve as credible brand evangelists, so if you want to take this route, give them specific guidelines to follow when creating their posts.
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