This is a guide to aligning social media policy for employees, as a supplement to the presentation "Highlighters, Candy Bars, & Microphones: A New View of Social Media for HR" about aligning employee experience and customer experience.
Social Media Policy Alignment GuideHow to use this guide:This guide is jointly provided by [meta]marketer and Way Solutions to act as aframework for thinking through how your company should best be represented insocial media channels by your employees. The underlying premise is that if yourcompany understands its focus – what it is in business to do, and what makes it unique– then the policy may be less restriction and more clarification to employees todemonstrate how they might align their online conduct with the company’s culture.When the focus and alignment is clear, the opportunity for amplification is strongerand the message more resounding.The section headings are suggestions; the text within each section is a starting point.Feel free to save this guide as a template, remove the comments, and revise with yourown language, or simply allow this document to help you review your existing policy.Introduction to EmployeesProvide some sort of opening, such as:Social media provides a platform for broader connection with more people, fasterand with fewer barriers than ever before.[Your Company] is building a presence across a number of social media channels toexpand our reach, connect with prospective customers, foster loyalty amongexisting customers, and remain relevant by harnessing the opportunity thistechnology and connectedness provides.What makes social media so powerful – its speed of response, its ability to facilitatewildfire sharing of a message or idea – is also what prompts the need for ourcompany to ensure that you have a voice, that you take part, and that you helpensure the integrity of our company’s brand and culture in how you interact online.
SPECIFIC POLICIESThe specific policies you include will themselves communicate a great deal to youremployees about your company’s culture, but also within the definition of thosepolicies there is a great deal of opportunity for tailoring to match the brand. Someexamples of these are shown in the diagram below.Confidential Information“You may not disclose …” financials, trade secrets, etc. What will you include here?Disclaimer
Should employees use a disclaimer when posting online?MessageCoordinated, pre-approved? Or ad hoc impromptu commentary? Or something in-between?RepresentationWho has clearance to speak on behalf of the company vs. open commentaryDistribution of Authorization / UseUsing Twitter while logged into official Twitter account vs. tweeting on personalaccount on company timeCapacity/BudgetHow much of any given employees available paid time is allowable for social usePresenceWhere does the company have an official presence, where do employees have anunofficial presence?Add other sections as your company’s specifics require.