You have to ask those questions of every channel you propose to use, not least of which because your employees’ time is limited, and using too many channels which have tumbleweed blowing across them is worse than using one or two channels really well. If you decide you are only able to have say, two channels, consider who your customers/clients are, and the channels they are more likely to use, and use those.
In some industries, the connection between the person and their work is so intertwined that there is little choice, and it should be made clear to them that they are representing the company via these channels as well as being themselves, and that as a company, you expect them to be respectful of that. You should also consider if they should have a disclaimer making clear that any opinions expressed are their own and not those of the company.
Tone of voice Firstly there should be a consistent tone across all channels – again, there is some cross-over here with your strategy, however, your policy needs to set the tone, so your employees know how to talk to your customers/clients.
Be clear about the purpose of your social media channel – cover it briefly in the policy, and refer to the strategy documents. If employees know what you want from it, it makes it easier for them to understand what they should be writing and how they should be responding. NB ‘More sales’ is not a clear purpose.
Boundaries Give clear boundaries. Are your channels for broadcasting or engagement? Or are they a mix? Are there different strategies per channel? Make clear in your policy what is expected for each channel.
When it all goes wrong Sometimes, social media can go horribly horribly wrong – and has affected some big hitters. Vodafone for instance, ran a competition that put tweets onto their website in real time without moderation. At first blush, harmless. However, they forgot to take into account the small matter of how political a large proportion of Twitter users are, and the slightly larger matter of a £6billion tax bill. The site was bombarded with thousands of uncomfortable political messages.