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This chapter explains why a Social Media Policy is important, and how it should be implemented.
In general, a good social media policy allows employees the freedom to interact with customers, but also gives them a framework to guide those interactions.
A social media policy should establish guidelines for how employees can use social media, and detail consequences for not adhering to the guidelines.
Overall a social media policy should establish:
- who can use social media on behalf of the company
- what type of content is to be delivered
- consequences of non compliance
An effective social media policy should also:
- evolve based on need
- focus on what employees can/should do
- delineate consequences
- focus on honesty & authenticity
- encourage good behavior by explaining expectations
- remind employees to focus on executing their job functions
- honor customer privacy
- explain that employees are personally accountable for the content they distribute
- remind employees that content can live on the web for ever
A few good rules of thumb for employees using social media include:
- it’s ok to deliver “fun” content, but it should always relate back to the companies objectives
- comments should be meaningful, respectful, and on topic
- content shouldn’t jeopardize the brand’s hallmarks
I thought this was a great chapter for getting into the nitty-gritty of devising a coherent social media policy. I particularly liked the example of the “PR professional” that posted a profane tweet about the city of New Orleans following their Super Bowl win. This really highlighted the risk associated with social media usage, which is that one individual’s inappropriate remark can damage their employer’s brand. I also thought that an excellent rule of thumb is to remember that when using social media you are always “on”, even when using a private account.
In general, a good social media policy allows employees the freedom to interact with customers, but also gives them a framework to guide those interactions.
A social media policy should establish guidelines for how employees can use social media, and detail consequences for not adhering to the guidelines.
Overall a social media policy should establish:
- who can use social media on behalf of the company
- what type of content is to be delivered
- consequences of non compliance
An effective social media policy should also:
- evolve based on need
- focus on what employees can/should do
- delineate consequences
- focus on honesty & authenticity
- encourage good behavior by explaining expectations
- remind employees to focus on executing their job functions
- honor customer privacy
- explain that employees are personally accountable for the content they distribute
- remind employees that content can live on the web for ever
A few good rules of thumb for employees using social media include:
- it’s ok to deliver “fun” content, but it should always relate back to the companies objectives
- comments should be meaningful, respectful, and on topic
- content shouldn’t jeopardize the brand’s hallmarks
I thought this was a great chapter for getting into the nitty-gritty of devising a coherent social media policy. I particularly liked the example of the “PR professional” that posted a profane tweet about the city of New Orleans following their Super Bowl win. This really highlighted the risk associated with social media usage, which is that one individual’s inappropriate remark can damage their employer’s brand. I also thought that an excellent rule of thumb is to remember that when using social media you are always “on”, even when using a private account.