Social Media & Digital Marketing in Singapore

Social Media Policy: Does Your Company Need One?

Something I’ve been conscious of since joining BLUE is how I’m officially a representative of the company, and that’s not necessarily easily separated from being an individual. Add that to being the typical Generation Y demographic active on social media channels like Facebook, and the potential for saying something damaging to myself, my colleagues, my clients or the company increases exponentially. Brian just posted a similar post saying that a blog perhaps never really feels like yours when you’re on someone else’s payroll.

One of the best social media business books, Groundswell, talks about how blogs threaten institutional power. While most points under this section are references to external effects (ignoring copyright, inaccurate blogging etc), one point is inappropriate content from employees. As if there isn’t enough to worry about in social media’s murky, piranha-and-shark-infested waters.

Unless you have a social media policy, your employees are at best half-enlightened about what they can and cannot do. So the answer to the question is yes, you do need one. The logical next question is then: What goes into it?

A social media policy, which according to Mashable are “outlines for employees the corporate guidelines or principles of communicating in the online world”, a few standard guidelines are no-brainers. For starters:

• Not revealing trade secrets (including financials, exclusive partnerships etc)
• Not badmouthing co-workers, clients, bosses and the like
• Not giving the appearance of being a spokesperson for the company (unless that’s the intention)
• Not taking potshots at competitors

This is far from an exhaustive list and these will vary by your industry vertical, and there isn’t going to be a one-size-fits-all policy. It will require some thinking and work, but the simple payback is maintaining a squeaky clean reputation (or at least, cleaner than your competitor’s!). For more thoughts check out Scott Hepburn’s post: How to create a corporate social media policy.

A social media policy isn’t about being restrictive or keeping employees on a tight leash. It’s about empowering them within guidelines to be active ambassadors of your brand on public platforms that could be viewed by existing customers, potential customers and even your competition.

Shouldn’t that be reason enough to participate responsibly?

What guidelines does your company have in place to ensure responsible participation by its’ employees?

[image credit: Health UK]