Any business active on social media will sooner or later realize that aside from posting news and updates and engaging with fans and followers, social channels are a great avenue for building brand image and developing a loyal customer base. Developing a comprehensive social media policy that includes guidelines, best practices and training tips for your employees is therefore essential.
Without a clear policy in place, your company risks being embarrassed by what employees post and even facing legal issues in case of a misstep or account hack. Below, eight HR executives with Forbes Human Resources Council explain why having a social media policy is so important and some of the things your policy needs to cover to keep your brand safe.
Forbes Human Resources Council members discuss what could go wrong if your business fails to have a social media policy in place.
All images courtesy of Forbes Councils members.1. Educating Employees About Social Media
A social media policy should make sure that employees are educated to understand the social media platform they are using. This includes, but is not limited to, the site's terms of use, conditions and limitations. If an employee's social post or comments violate the site's policies, this violation not only reflects back on the company but further limits the company from future use of the site. - Tiffany Servatius, Scott's Marketplace
2. Reminding Employees Of Blurred Personal/Professional Lines
The lines between personal and professional have become increasingly blurred. How one represents themselves on a "personal" social media account can often bleed over to their "professional" interests. I make it a point to remind employees that how they portray or express themselves on social media can often result in negative professional consequences. This simple reminder helps alleviate issues. - Todd Richardson, Emplify
3. Presenting Views In A Professional Manner
Social media is a great tool to develop a personal brand by establishing a positive reputation. Think carefully when considering posting controversial views, understand the social conventions practiced in different forums (e.g. posting birthday photos on Facebook vs. LinkedIn) and remember that you are an ambassador for your organization, so present your thoughts/views in a professional manner. - Sarah Bettencourt, PointClickCare
4. Respecting Professional Boundaries
Employers and employees need to respect the professional boundaries of co-workers. If a manager dislikes an employee, they may try and use information found to discriminate against that employee. It could lead to "cyberbullying," which makes for a hostile work environment. - Patricia Sharkey, Greenlaw Partners, LLC
5. Keeping Workplace Issues Or Conflicts Confidential
Conflict in the workplace is practically inevitable, but how those issues are dealt with is in each team member's control. Companies should remind employees that they are still representatives of the company. Any complaints or concerns they have in the workplace can be properly addressed and mediated without an online audience of customers, partners, or competitors. - Angela Nguyen, Ad Exchange Group
6. Clarifying Whose Opinion Is Expressed
Since so much of our work and personal lives can overlap, it is important to make it clear who we are representing — our company or ourselves. Lack of clarity could have a negative impact on your organization or the clients you represent. I recommend always using a clarifying statement: “The opinions expressed on this site are my own and do not necessarily represent the views of my employer.” - Meg Battle, Rabin Martin
7. Representing An Employer Across All Platforms
A social media policy should apply to all platforms, and ultimately everything employees post online. Some employees may believe that while they use LinkedIn and Twitter for business purposes, they use Facebook for personal use and can, therefore, post indiscriminately. However, they are still company representatives, and inappropriate posts may damage their employer’s brand, as well as their own. - John Feldmann, Insperity
8. Non-Disclosing Confidential Or Proprietary Info
Businesses should clearly state that employees should not disclose company info that is confidential or proprietary. There should be a defined department or person to contact if there are questions regarding what info falls within those parameters. Finally, tie in the code of conduct policy so that it is understood that violations could result in discipline or separation of employment. - Bridgette Wilder, Media Fusion
