Creating a Social Media Policy

1. Creating a Social Media Policy CREATING A SOCIAL MEDIA POLICY HOW-TO GUIDE

2. 2 Creating a Social Media Policy How-to Guide A social media policy, also known as a social networking policy, is a corporate guideline or code of conduct designed for your employees to govern their online behavior. Social media is represented by online networks such as Facebook, LinkedIn, Twitter, Google+ and Pinterest. A policy can relate to employees who manage your corporate online presence, as well as to employees personal use of social media. The purpose of setting forth online social policies is to set expectations and boundaries for your employees so they are aware of what appropriate behavior is and what actions will not be toler- ated. These policies are important to ensure your business does not encounter legal problems or public embarrassment as a result of an employee’s online presence. Some social media policies can be very specific and lay out detailed rules for online networking, while others can be quite broad and give more flexibility. The choice is ultimately yours, as the employer, to determine the best fit for your corporation’s needs. This How-To Guide will outline why you should have a social media policy, the different types of policies and key components of a policy, followed by a detailed action plan on how to create a clear, decisive and successful social media policy for your company. HOW-TO GUIDE Creating a Social Media Policy Download the Demand Metric Social Media Policy and Guidelines. Why Should You Have A Policy? As with anything in life, it is important to know what your boundaries are. So it goes without saying that your employees should be informed when and where the use of social media and networking is deemed to be appropriate and acceptable. You also need to communicate when the use of social media will not be tolerated. 2 Creating a Social Media Policy How-to Guide A social media policy, also known as a social networking policy, is a corporate guideline or code of conduct designed for your employees to govern their online behavior. Social media is represented by online networks such as Facebook, LinkedIn, Twitter, Google+ and Pinterest. A policy can relate to employees who manage your corporate online presence, as well as to employees personal use of social media. The purpose of setting forth online social policies is to set expectations and boundaries for your employees so they are aware of what appropriate behavior is and what actions will not be toler- ated. These policies are important to ensure your business does not encounter legal problems or public embarrassment as a result of an employee’s online presence. Some social media policies can be very specific and lay out detailed rules for online networking, while others can be quite broad and give more flexibility. The choice is ultimately yours, as the employer, to determine the best fit for your corporation’s needs. This How-To Guide will outline why you should have a social media policy, the different types of policies and key components of a policy, followed by a detailed action plan on how to create a clear, decisive and successful social media policy for your company. HOW-TO GUIDE Creating a Social Media Policy Download the Demand Metric Social Media Policy and Guidelines. Why Should You Have A Policy? As with anything in life, it is important to know what your boundaries are. So it goes without saying that your employees should be informed when and where the use of social media and networking is deemed to be appropriate and acceptable. You also need to communicate when the use of social media will not be tolerated.

3. 3 Creating a Social Media Policy How-to Guide HOW-TO GUIDE Creating a Social Media Policy Identify Use Cases Control Messaging If you welcome the use of social networking sites during company time, it is important to be clear with your employees by identifying appropriate use cases. For example, if you allow access to a networking site such as Facebook, but use of the site is not required in an employee’s job description, you may consider it acceptable for your employee to browse the social site during coffee breaks and lunch hour. It is the responsibility of the employer to be clear about how and when social media and networking will be permitted on company property. You don’t want your employees spending hours a day chatting in the break room; similarly, you don’t want them wasting hours in their office pining away on Pinterest. Another reason for creating a social media policy is to control messaging. As an employer, you want to ensure that any online discussions taking place between employees and the public are not negatively reflecting the public image of the company. Of course, you cannot monitor everything your employees say and do outside of the office, but you can monitor their online behavior. The issue here is transparency. You do not want your employees to view you as Big Brother, but nor do you want your employees expressing private corporate issues or airing the company’s “dirty laundry” online. Ensuring that your employees are aware of their role in the corporate confidentiality agreement is a good place to start when developing your social media policy. Types of Policies There are two basic types of social media policies: those that govern accessibility to content and employee use, and those that govern employee behavior while online. It is ultimately up to the employer to determine which type of policy - one, the other, or both - to put in place. For example, your company may permit access, but you want to govern when employees may access social networking. Perhaps you want employees to access sites like Facebook during their down time, such as only during regularly scheduled breaks or over lunch. 3 Creating a Social Media Policy How-to Guide HOW-TO GUIDE Creating a Social Media Policy Identify Use Cases Control Messaging If you welcome the use of social networking sites during company time, it is important to be clear with your employees by identifying appropriate use cases. For example, if you allow access to a networking site such as Facebook, but use of the site is not required in an employee’s job description, you may consider it acceptable for your employee to browse the social site during coffee breaks and lunch hour. It is the responsibility of the employer to be clear about how and when social media and networking will be permitted on company property. You don’t want your employees spending hours a day chatting in the break room; similarly, you don’t want them wasting hours in their office pining away on Pinterest. Another reason for creating a social media policy is to control messaging. As an employer, you want to ensure that any online discussions taking place between employees and the public are not negatively reflecting the public image of the company. Of course, you cannot monitor everything your employees say and do outside of the office, but you can monitor their online behavior. The issue here is transparency. You do not want your employees to view you as Big Brother, but nor do you want your employees expressing private corporate issues or airing the company’s “dirty laundry” online. Ensuring that your employees are aware of their role in the corporate confidentiality agreement is a good place to start when developing your social media policy. Types of Policies There are two basic types of social media policies: those that govern accessibility to content and employee use, and those that govern employee behavior while online. It is ultimately up to the employer to determine which type of policy - one, the other, or both - to put in place. For example, your company may permit access, but you want to govern when employees may access social networking. Perhaps you want employees to access sites like Facebook during their down time, such as only during regularly scheduled breaks or over lunch.

4. 4 Creating a Social Media Policy How-to Guide HOW-TO GUIDE Creating a Successful Social Media Policy Creating a Social Media Policy When it comes time to put together your social media policy, you should involve all key parties in your company. This can range from your IT team and the communications department, to human resources. You should also include all of your senior managers, for not everyone may share the same views on what is acceptable online behavior. It will be a balancing act to ensure everyone’s concerns are addressed, but if you are open minded and work with your employees, you will be able to reach a policy that is clear, decisive, and fair. Remember these important factors: On the flip side of this, you may also have employees that require access to social media as part of their job descriptions, and at this point, you would also like to govern their behavior online. It is important to establish guidelines about the use of the company’s social media. If you want to limit your employees' use of social networking to strictly maintaining the company profile, or allow personal access as well, it is up to you as the employer to set the boundaries. Ultimately, the goal is to make sure your employees are aware that their online behavior is being monitored. Negative comments about the company, fellow colleagues, or customers should not be tolerated, but it is important to have this laid out in your social media policy. It will make every- one’s life easier when you can point out the signed policy to any employee who breaks the rules. And as in any relationship, when boundaries are set, people tend to stay and work within them. Your employees will be happier and more productive when they know they are being trusted and they are clear on what is expected of them. A clear and decisive social media policy helps build employer and employee confidence. When your employees know what is expected of them, they will be happier and more productive. The flip side of this is true as well: as an employer, you can rest assured that your team is aware of the limit- ations and guidelines set forth by your company regarding the use of social media. No one has ever benefited from lack of clarity, so when you are honest and upfront with your employees about your expectations and their responsibilities, everybody wins. Bottom Line 4 Creating a Social Media Policy How-to Guide HOW-TO GUIDE Creating a Successful Social Media Policy Creating a Social Media Policy When it comes time to put together your social media policy, you should involve all key parties in your company. This can range from your IT team and the communications department, to human resources. You should also include all of your senior managers, for not everyone may share the same views on what is acceptable online behavior. It will be a balancing act to ensure everyone’s concerns are addressed, but if you are open minded and work with your employees, you will be able to reach a policy that is clear, decisive, and fair. Remember these important factors: On the flip side of this, you may also have employees that require access to social media as part of their job descriptions, and at this point, you would also like to govern their behavior online. It is important to establish guidelines about the use of the company’s social media. If you want to limit your employees' use of social networking to strictly maintaining the company profile, or allow personal access as well, it is up to you as the employer to set the boundaries. Ultimately, the goal is to make sure your employees are aware that their online behavior is being monitored. Negative comments about the company, fellow colleagues, or customers should not be tolerated, but it is important to have this laid out in your social media policy. It will make every- one’s life easier when you can point out the signed policy to any employee who breaks the rules. And as in any relationship, when boundaries are set, people tend to stay and work within them. Your employees will be happier and more productive when they know they are being trusted and they are clear on what is expected of them. A clear and decisive social media policy helps build employer and employee confidence. When your employees know what is expected of them, they will be happier and more productive. The flip side of this is true as well: as an employer, you can rest assured that your team is aware of the limit- ations and guidelines set forth by your company regarding the use of social media. No one has ever benefited from lack of clarity, so when you are honest and upfront with your employees about your expectations and their responsibilities, everybody wins. Bottom Line

5. 5 Creating a Social Media Policy How-to Guide 1 2 3 4 5 Be Broad Know the Risks Include Disclaimers Define Acceptable Use Define Business and Personal Use Action Plan STEP 1 - Be Broad Protect Your Business with Your Company Policy Make sure your policy is wide enough not only to govern the actions of employees on your corporate pages, but also to hold them responsible for their personal use as well. Reference your confidentiality agreement when reminding the employee they are not to divulge private company matters as well as not to remark negatively about the company in an online public forum. Ensure that your policy is broad enough so that it not only covers current social networking sites (Facebook, Twitter, etc.) but includes any future developed websites that would fall under the social network umbrella. 5 Creating a Social Media Policy How-to Guide 1 2 3 4 5 Be Broad Know the Risks Include Disclaimers Define Acceptable Use Define Business and Personal Use Action Plan STEP 1 - Be Broad Protect Your Business with Your Company Policy Make sure your policy is wide enough not only to govern the actions of employees on your corporate pages, but also to hold them responsible for their personal use as well. Reference your confidentiality agreement when reminding the employee they are not to divulge private company matters as well as not to remark negatively about the company in an online public forum. Ensure that your policy is broad enough so that it not only covers current social networking sites (Facebook, Twitter, etc.) but includes any future developed websites that would fall under the social network umbrella.

6. 6 Creating a Social Media Policy How-to Guide 1 2 3 4 5 Be Broad Know the Risks Action Plan STEP 2 - Know the Risks Include Disclaimers Define Acceptable Use Define Business and Personal Use Employees Should Understand Social Media Risk Make sure your employees know the associated risks that come with the use of social media. Remind employees not to disclose personal or corporate information. Inform your employees that senior management is also there for support - if an employee feels that an online situation needs intervention, make them feel comfortable in approaching a manager for assistance.   Social Media Risk Assessment V I E W R E S O U R C E 6 Creating a Social Media Policy How-to Guide 1 2 3 4 5 Be Broad Know the Risks Action Plan STEP 2 - Know the Risks Include Disclaimers Define Acceptable Use Define Business and Personal Use Employees Should Understand Social Media Risk Make sure your employees know the associated risks that come with the use of social media. Remind employees not to disclose personal or corporate information. Inform your employees that senior management is also there for support - if an employee feels that an online situation needs intervention, make them feel comfortable in approaching a manager for assistance.   Social Media Risk Assessment V I E W R E S O U R C E

7. 7 Creating a Social Media Policy How-to Guide 1 2 3 4 5 Include Disclaimers Action Plan STEP 3 - Include Disclaimers Be Broad Know the Risks Define Acceptable Use Define Business and Personal Use Great Privilege Comes With Great Responsibility Along with knowing the risks, your employees should also know that privilege comes with responsibility. Your employees are ultimately responsible for the content they post online. Remind your staff to use proper judgment before posting in an open forum, and encourage staff to use disclaimers if and when they are posting using the company name. V I E W R E S O U R C E Social Media Policy 7 Creating a Social Media Policy How-to Guide 1 2 3 4 5 Include Disclaimers Action Plan STEP 3 - Include Disclaimers Be Broad Know the Risks Define Acceptable Use Define Business and Personal Use Great Privilege Comes With Great Responsibility Along with knowing the risks, your employees should also know that privilege comes with responsibility. Your employees are ultimately responsible for the content they post online. Remind your staff to use proper judgment before posting in an open forum, and encourage staff to use disclaimers if and when they are posting using the company name. V I E W R E S O U R C E Social Media Policy

8. 8 Creating a Social Media Policy How-to Guide 1 2 3 4 5 Define Acceptable Use Action Plan STEP 4 - Define Acceptable Use Be Broad Know the Risks Include Disclaimers Define Business and Personal Use Employees to Understand Acceptable Use Define when and how social media is to be accessed. State that the online activity should not interfere with daily responsibilities, and if social networking is found to be causing an interruption, an employee’s access may be limited or removed entirely. Remind your employees that acceptable use of social media means that all activity should remain legal, and time is not to be spent downloading pirated software or videos, or harassing other people online. V I E W R E S O U R C E Social Media Policy 8 Creating a Social Media Policy How-to Guide 1 2 3 4 5 Define Acceptable Use Action Plan STEP 4 - Define Acceptable Use Be Broad Know the Risks Include Disclaimers Define Business and Personal Use Employees to Understand Acceptable Use Define when and how social media is to be accessed. State that the online activity should not interfere with daily responsibilities, and if social networking is found to be causing an interruption, an employee’s access may be limited or removed entirely. Remind your employees that acceptable use of social media means that all activity should remain legal, and time is not to be spent downloading pirated software or videos, or harassing other people online. V I E W R E S O U R C E Social Media Policy

9. 9 Creating a Social Media Policy How-to Guide 1 2 3 4 5 Action Plan STEP 5 - Define Business and Personal Use Your policy should be clear, concise, and easily accessible to all employees. The best way to achieve this is to have your employees sign a copy of the policy when they are signing their contract and confidentiality agreement. Giving a copy of the policy to all staff members will ensure that everyone is clearly informed. It is also important to advise your employees of the consequences for breaching any of the rules set forth in your social media policy. If there are no repercussions, then there is no incentive to follow the guidelines in the first place. Be Broad Know the Risks Include Disclaimers Define Acceptable Use Define Business and Personal Use Setting Boundaries and Personal Use Policies 9 Creating a Social Media Policy How-to Guide 1 2 3 4 5 Action Plan STEP 5 - Define Business and Personal Use Your policy should be clear, concise, and easily accessible to all employees. The best way to achieve this is to have your employees sign a copy of the policy when they are signing their contract and confidentiality agreement. Giving a copy of the policy to all staff members will ensure that everyone is clearly informed. It is also important to advise your employees of the consequences for breaching any of the rules set forth in your social media policy. If there are no repercussions, then there is no incentive to follow the guidelines in the first place. Be Broad Know the Risks Include Disclaimers Define Acceptable Use Define Business and Personal Use Setting Boundaries and Personal Use Policies

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