Policy or no policy?  What do you do about social media in your company?

May 14, 2013, by Lori Bolliger | Work Environment and Policies

Remember the video of a New York Taco Bell/KFC outlet uploaded to You Tube showing a group of rats running about the restaurant? How about the two Domino’s Pizza employees who thought it would be funny to post mucus being slathered on sandwiches in the back kitchen? Or a Honda Product Manager posing as a consumer and getting caught posting positive comments about Honda’s Crosstour vehicle?  Social media is such a powerful means of communication.  Everyone is connected. And it’s permanent! Everything posted on the internet, regardless whether it’s been “deleted” or not is on there, somewhere, forever.

Now that’s not to say all social media is harmful.  When used well, it can provide tremendous value to a company with its advertising, marketing and recruiting efforts, as well as improve communications with its stakeholders and customers.  Implementing a social media policy will not ensure that errors in judgment will never occur.  But a well-written policy will help to ensure your company and all of your employees know what’s expected and what’s acceptable when it comes to company social media use.

Take for example Zappos.com.   It is a popular online retailer of shoes, clothing and accessories.  Zappos has successfully created real relationships with its fans and customers by being up front, consistent in its messaging and offering and always delivering a high level of customer service.  The maker of the board game, Cranium, has incorporated game content into its communications to engage fans and customers, creating a positive two-way relationship.  It’s important then for your company to approach social media like you would any other business element and implement a policy.  A policy ensures your employees are all “on the same page” when it comes to corporate communications on any social media platform.

To begin the process, understand how your company will use social media.  Set some objectives.  Then structure the policy around those objectives.  Educate your employees on its use and then consider access.  Who can and can’t post messages and who is responsible for ensuring what’s been posted is appropriate.  When designing a social media policy, ensure it:

1. Adheres to all other company policies
2. Maintains a safe, harassment free environment for your employees
3. Protects important company information
4. Ensures employees are accountable
5. Outlines the discipline for policy violations

A thorough, well thought out social media policy with help to ensure your company hits the headlines for all the right reasons and keep your customers coming back time and time again!