In a world where a company’s image can be made or destroyed by a simple tweet, it is only logical to consider establishing social media guidelines for employees. While social media guidelines, can serve as a training for “how to,” it can also include expectations with do’s and don’ts to help ensure employees know what is expected and acceptable, when it comes to posting images and messaging related to business. Think of it as a form of insurance.
When social media guidelines are nonexistent
Unfortunately, it’s all too common for a company to have to apologize for an employee’s thoughtless social media error. In many instances, it can be avoided, if the employee received proper training and provided company guidelines. But if that’s not the case, it is tough to navigate when something goes awry. For example, an employee posts a photo of himself wearing a shirt with the company logo prominently displayed, while protesting at a political rally. Freedom of speech is still allowed last time we looked. Then a journalist snaps a photo or video of said employee and runs in the local paper or news at 5. You get the picture.
While your employees may have the right to post photos of themselves engaging in activities outside of work, it gets sticky when the company name and logo is involved. The possibility of this or an embarrassing social media post can have damaging effects. Realizing how easily it can happen is the first step towards avoiding them. The next is having an outlined policy and training for employees on how social media tools can be used for work vs. personal and where that gray area comes in. Having a solid marketing strategy will also ensure your brand’s communications are always on message.
If your company has a presence on social media and employees are expected to post or share content, it is imperative to have a social media policy to help guide online posting decisions and actions. If you’re just building that presence now, then its perfect timing.
What are social media guidelines?
Social media guidelines outline how a company and its employees should conduct themselves on social media. Remember, having guidelines will help safeguard your company’s reputation. These guidelines should be considered a living document with ongoing changes made as the environment or business changes.
Benefits of social media guidelines:
1. Defend against legal trouble and security risks
Social media is constantly changing and is now considered a legal ground for copyright and privacy. Creating a strong social media policy will safeguard your business against potential legal issues and security risks. Within your policy outline potential threats and include instructions on how to avoid them. Guidelines should also include what an employee must do if they accidentally put the company’s reputation at risk.
2. Encourage employees to share the company message
If you want your employees to share the company’s message, you must give them the right tools and rules on what is expected. With clear guidelines, companies can help employees better understand how to use social media to promote the brand – even on their personal pages. Determine best practices for sharing company content on social media, as well as what to engage employees should not when representing the company online or in public.
3. Be consistent
Every company has an image and a voice they need to protect – and it’s for you to decide and to communicate to your staff what that voice is. Everyone knows that snarky, youthful voice of Wendy’s. Or how about that bonkers, over-caffeinated voice of Moon Pies. We know these companies and many follow them because they have established a branded voice that is appealing and consistent in its messaging.
When you develop social media guidelines, it should also address the proper use of photos and videos. All images and videos on the company page or posted to other pages need to be consistent with your brand.
If you need help creating social media guidelines for your company, we can help. And if you need help determining a social media strategy that will support your brand and goals and objectives – we can help with that too.