Developing a Social Media Policy 

It wasn’t too long ago that businesses controlled employee internet use.   Today, the web and social media is accessible more than ever.   Even if staff are not creating the odd post and tweet at work on the company internet connection should you care?   The answer is yes.  

Social media opens up new avenues for communication and engagement with consumers, but it also brings with it an element of risk. For example, perhaps your employees have access to social media at work, or are posting on behalf of your business. How can you be sure they aren’t releasing confidential company information, slamming the competition, or breaking copyright by posting images or user-generated content without permission?

Crafting a social media policy or code of conduct can help protect your business and your employees.  Here are some considerations you should bear in mind, plus some policies developed by other businesses that can help you craft yours.

It’s hard to avoid employees gaining access to social media in the workplace; smart phones or tablets provide anywhere access. However, it’s a good practice to develop a clear policy about which instances warrant access to social media during work hours and for work purposes, and if you intend to discipline employees who abuse your code of conduct.

If you choose to permit access to social media, be sure your social media policy guidelines outline your expectations with regard to sharing company confidential or proprietary information such as photos, videos, or documents.

Laws are changing constantly, so it’s a good idea to work with lawyer to ensure you are complying with federal, provincial and local laws as they pertain to social media and employment law.

What Should Your Social Media Policy Look Like?

Your social media policy doesn’t need to look like a legal document; it should simply outline how your business and its employees will represent itself in a virtual social world.

Such policies often include rules on when and how employees will be using social media, plus tips for adopting a social media voice and reminders to respect customer service policies and intellectual property. Some also set forth expectations for courteous and respectful engagement from social media followers themselves (a good defense should you ever need to remove offensive posts).

Many businesses have implemented social media policies and guidelines targeted at employees only. While these don’t have to be published in the public domain, if your policy addresses points of consumer concern, then you should consider posting it on your website and social networks.

Focus on Creating Culture

Social media is organic. It changes every day. Bureaucratic policies aren’t likely to be successful. Instead, we want a culture of innovation, idea-sharing, problem-solving and creativity.  There is a direct link between internal organizational culture and policies. In fact, the policies we write shape our culture.

As you write your policies, include processes that reinforce a culture of evaluation and learning.

Create Two Policies

It is considered a best practice to have two social media policies: one for employees using social media for their job and one for employees using social media in their personal lives.

The first policy, focusing on job-related activities, should be clear about what internal and external policies must be complied with.  The second policy, focusing on employees using social media in their personal lives, should give employees information about what they can and cannot say about your company on their personal social media accounts.

For example, trade secrets, client information and even employee whereabouts might be kept strictly confidential. Other organizations will want to encourage employees to act as brand ambassadors. Some even go so far as to provide guidance as to how to talk about the company online. However you’d like your employees to discuss (or not discuss) your company online, give them guidance.

Two words of caution: It is dangerous to require employees to use their own personal social media accounts to connect with your company online. They may choose to do so, but let that be their choice. The last thing any manager wants is to learn more about an employee’s private life than he/she needs to know. 

Emphasize Education

The boundaries between our personal and professional lives are blurring. Most employees haven’t fully realized the challenges that may develop as a result of decreased privacy. The old saying was, “What happens in Vegas, stays in Vegas.” Today, a more accurate statement is, “What happens in Vegas, stays on Facebook.”

Many employees haven’t fully thought through the consequences of their cyber-behavior. By providing cyber-safety education to their staff, employers are preventing problems before they start.

When it comes to responsible cyber-behavior, employers have a unique opportunity to educate rather than mandate. This commitment demonstrates respect for the employees. Employees feel valued, trusted and inspired.  Everyone benefits.

Don’t Let it Collect Dust

The cyber-environment changes frequently. Social media policies should be reviewed at least every six months. Let everyone on the team review the policy separately and then together.