It is a legal and ethical necessity that companies have governing policies for different aspects of their business. This would include an internal code of conduct, health and safety policies as well as a code of conduct for any networking. Having a social media policy set in place is extremely important to protect your business, brand and your staff. These policies create a guideline for how social channels should be used, content used on the channel as well as how to engage and monitor different platforms.

With more and more businesses creating a digital presence and growing online, most businesses have incorporated social media marketing into their digital marketing strategies. From start ups to multi-national businesses, most brands will have at least one social media platform incorporated into their marketing strategies to measure their presence online.

Social media has had a massive impact on society whether for personal use, influencers and businesses. As a result, companies have to ensure that their employees use their social media accounts responsibly.

social media policy

What Is Social Media? 

Social media platforms are online virtual platforms that act as a medium of communication through various schematics.

There are many different platforms that provide users with different options on how to share and consume content from family, friends and businesses. The popularity of platforms can also depend on the audience they attract, for example, Instagram attracts a much younger audience demographic in comparison to the audience found on LinkedIn.

social media policy

Large businesses and celebrities tend to have moderators manage their online presence which is why having guidelines and policies set in place is so important.

Why Do You Need a Social Media Policy?

To protect your business reputation online, having a social media policy set in place is essential.

For any staff with access or working on any of your social media platforms, there should be guidelines for a number of different aspects.

These include:

  • Privacy and confidentiality 
  • Content
  • Tone of voice
  • How to engage with others
  • Branding
social media policy

These guidelines should be followed by all staff to not only protect them but the business from any potential backlash from customers, competitors, suppliers or possible legal issues.

A good example would be a food chain restaurant and one of your employees uses the business social platforms to attack a competing chain online or respond negatively to a comment left by a disgruntled customer on a post.

These scenarios can lead to legal issues for your business as well as loss of business and partnerships.  It’s imperative that you—and your employees—exercise caution in such situations to avoid any bad reputation for your company.

What Is a Social Media Moderator?

Social media moderation evolved with the omnipresence of the Internet. As the worldwide web grew, so did the need for companies to recognise that their audience were online and they needed to utilise it.

When the size of a company grows and their audience size increases, their social media interactions increase. This requires a 24-hour communication platform.

Moderators can keep track of useful insights and beneficial information for the business.

Social media moderation can be done individually—some companies even use the help of freelance staff if they have manageable peak hours—or can work with social media moderation companies.

What Is the Difference between Social Media Moderation and Monitoring?

Following what we discussed, it’s no secret that social media moderation is becoming a necessity for most companies. Not only most well-reputed companies need to moderate their social media accounts, but they need to be active 24/7 if possible.

Most people use the expressions social media moderation and monitoring as one and the same most of the time however, there are differences that define the core of both of the vocations.

Social media moderation’s core is somehow reactive. As a matter of fact, one of the definitions of social media moderation was that it’s the act of monitoring the user-generated posts on the company’s page. There was little interaction of any sorts.

As digital marketing evolved, so the concepts, methods, and approaches of social media moderation, requiring moderators to respond to the users in efficient ways that would improve the company’s marketing and positioning.

On the other hand, social media monitoring is somehow more profound and proactive compared to moderation. Social media monitoring focuses more on divulging into social media in free roam, monitoring the public opinions of people.

This makes social media monitoring more about surveying people comments on public pages and posts, issues that are discussed in forms and groups—sometimes they may not be directly related to the nature of the business, but helpful to assess the general mood of the market, and posting public surveys.

Social media monitoring helps the business to keep its ear on the ground to social media vibes, understanding how the customers—current and potential—think and interact with everything. In a way, social media monitoring can be considered as a form of social analysis, without any external influences.

What Does a Social Media Policy Cover?

We can surmise that a social media policy is a set of guidelines that dictate the guidelines including moderation and monitoring—and generally all of the social media-related activities for all staff to follow.

A social media policy needs to cover many aspects that are common in social media platforms in addition to having room for interpretation for dynamic cases.

As we will discuss further, sometimes the social media policy even extends to the employees’ personal social accounts.

A social media policy prevents legal issues that could affect your business and the staff responsible for your social media presence.

What Are Other Benefits of a Social Media Policy?

Any company needs a comprehensive code of conduct. A social media policy provides infrastructure for employees and social media moderators as representatives for the company.

Besides the necessity of ensuring the company’s legal position isn’t compromised, a social media policy helps with the following:

1- Company’s Tone of Voice

Each company and its brands have a tone of voice that they communicate with. A social media policy should cover these aspects and sometimes, one can integrate it within the company’s profile.

2- Interactions with Customer and Online Users

A social media policy shows social media moderators and monitoring team how to respond to online interactions with users. Also, it should provide clear instructions to what issues to escalate. This is beneficial to have instated when staff may need to interact with a disgruntled customer or inappropriate comment on a social post.

3- Proper Channels for Queries

The company can choose to address a certain range of the queries of the customers through its social media account.

Alternatively, other issues may require an official email or merchandise returns to the company’s headquarters. Social media policies state the issues that cannot be solved via social media. Consequently, it directs the customers promptly to the proper channels to solve their issues.

4- Online Interactions with Competitors and Collaborators

Social media guidelines should frame the company’s communication with competitors and collaborators online. The social media policy covers the tone of interactions and their degree of professionalism.

This helps to set a dynamic tone according to different interactions.

5- Employees Personal Social Media Accounts Monitoring

This point spanned a lot of debate—and legal issues. Some employees may disclose sensitive company information through their personal social media accounts or simply make jokes about day-to-day operations.

This may be a point raised in some business’ social media guideline’s to ensure the company privacy and confidentiality is maintained, the business reputation isn’t questioned and the staff member’s job is not at risk. To be safe, employees should make a discussion about workspace topics confidential and at minimal.

A good reputation online is an asset to digital companies. It’s important to ensure such an asset with a solid social media policy that ensures your hard work isn’t wasted.

A social media policy crafted in the past might feel like a dusty relic in the ever-evolving digital landscape of 2024. Fear not! Let’s revamp your policy with a 2024 refresh, tackling the hottest trends and ensuring your brand sails smoothly through the choppy waters of platform shifts, misinformation storms, and privacy whirlwinds.

Tackling the Platform Tsunami:

  • TikTok and the Short-Form Frenzy: This platform’s meteoric rise demands attention. Update your policy to address appropriate TikTok conduct, content creation best practices, and potential brand risks within its unique video-sharing format.
  • Discord’s Niche Niche: If your target audience frequents Discord’s text and voice chat haven, tailor your policy to address community engagement, acceptable communication within server environments, and potential data security concerns.
  • Clubhouse and the Audio Boom: For audio-based platforms like Clubhouse, refine your guidelines for live conversations, ethical discourse, and responsible participation in audio rooms.

Misinformation Maelstrom: Embracing Accuracy and Integrity:

  • Fact-Checking and Source Validation: Equip your employees with fact-checking tools and encourage critical thinking when sharing information online. Emphasize sourcing information from credible sources and avoiding the spread of misinformation.
  • Transparency and Correction: Build trust by establishing transparent communication channels for addressing misinformation concerns. Outline procedures for correcting inaccuracies and fostering responsible online behavior.
  • Combating Bias and Discrimination: Address the potential spread of biased or discriminatory content online. Emphasize inclusive language, respectful interactions, and the importance of safeguarding diverse perspectives.

Privacy Minefield: Navigating Evolving Regulations:

  • Data Security and Sharing: Revisit data handling protocols in light of evolving privacy regulations (e.g., GDPR, CCPA). Establish clear guidelines for data collection, storage, and sharing, aligning with legal requirements and protecting employee and customer privacy.
  • Password Management and Cyber Hygiene: Update your policy with robust password management best practices, including multi-factor authentication and regular password changes. Encourage regular updates to software and awareness of cyber threats.
  • Third-Party Integrations and Apps: Scrutinize third-party applications and tools used on social media platforms. Highlight responsible third-party integration practices and address potential data privacy risks associated with external app usage.

Remember, your updated social media policy isn’t just a document; it’s a living roadmap for ethical and effective online engagement. Embrace transparency, address emerging trends, and continuously adapt to a dynamic digital landscape. By incorporating these 2024-worthy considerations, you can craft a policy that empowers your employees, protects your brand, and navigates the ever-shifting social media terrain with confidence.

For further detail and actionable advice, consider exploring these additional areas:

  • Employee Advocacy and Brand Ambassadorship: How to leverage employees as brand advocates while minimizing risks and ensuring alignment with brand values.
  • Content Creation Best Practices: Practical tips for crafting engaging and brand-aligned social media content, avoiding common pitfalls, and fostering meaningful online interactions.
  • Crisis Management and Reporting: Clear steps for employees to follow in the event of online negativity, including reporting procedures, crisis communication strategies, and brand reputation damage control.
  • Metrics and Measurement: Tracking the effectiveness of your social media policy, evaluating employee engagement, and measuring its impact on brand reputation and online objectives.
social media policy

Diving into the New Wave: Adapting Your Social Media Policy to Emerging Platforms

The digital landscape is a constant churn, and new platforms like TikTok, Discord, and Clubhouse rise like surfers catching the perfect wave. Ignoring them? That’s a wipeout waiting to happen. But fear not, brand captains! Let’s equip your social media policy with the buoyancy it needs to navigate these uncharted waters.

Riding the TikTok Tsunami:

  • Short-Form Focus: Ditch the lengthy essays; embrace quick, engaging video snippets. Emphasize originality, responsible trends, and brand-aligned humor while steering clear of inappropriate content. Encourage employees to be mindful of privacy when filming in public spaces.
  • Sound and Fury: Music and sound effects are TikTok’s lifeblood. Encourage employees to use royalty-free options or obtain proper licensing to avoid copyright infringement. Highlight responsible audio manipulation and the potential impact of viral challenges.
  • Community and Collaboration: Duets, stitches, and hashtags bring TikTok together. Encourage respectful engagement with other users, avoiding negativity and promoting healthy collaboration within the platform’s unique community framework.

Building a Hive in Discord:

  • Textual Territory: Discord thrives on text-based conversations. Equip employees with guidelines for respectful communication, addressing potential for harassment, discrimination, and online toxicity. Encourage clear and concise language while acknowledging the platform’s relaxed, sometimes humorous, tone.
  • Server Savvy: Different servers have different vibes. Encourage employees to adapt their communication style and content to specific server cultures. Emphasize respecting moderators and community rules, ensuring responsible participation within each individual server’s unique environment.
  • Voice and Video Voyagers: Discord’s voice and video chat features require additional guidelines. Address expectations for appropriate language, background noise control, and responsible use of screen recording or streaming functionalities.

Finding Your Voice in the Clubhouse Cacophony:

  • Audio Etiquette: Clubhouse is all about live voices. Emphasize respectful listening, avoiding interruptions, and mindful participation in conversations. Address potential pitfalls like echo chambers and misinformation, encouraging critical thinking and fact-checking within the audio forum.
  • Room Roaming: Encourage exploring different rooms and engaging with diverse perspectives. Emphasize responsible discussion topics, avoiding sensitive or offensive content. Advise employees to be mindful of their microphone and mute when necessary.
  • Clubhouse Cliques: Groups and clubs form organically on Clubhouse. Guide employees on responsible club creation and moderation, ensuring inclusivity and avoiding discriminatory practices.

Remember, adaptation is key. Your social media policy isn’t a one-size-fits-all garment. Each platform demands tailor-made guidelines that respect its unique features and community cultures. By acknowledging these considerations and continually revisiting your policy as new platforms emerge, you can ensure your digital compass points your brand towards smooth sailing, leaving the wipeouts far behind.

Unleashing the Brand Guardians: Empowering Employee Advocacy with Clear Guidelines

Employee advocacy on social media can be a powerful force, transforming your loyal workforce into an army of brand ambassadors. But unleashing this potential requires careful navigation. Let’s explore the positive aspects of employee advocacy and equip you with guidelines to empower your team while minimizing risks.

Unleashing the Positive Power of Employee Advocacy:

  • Authentic Voices, Trusted Messengers: Employees are closer to your brand’s essence, bringing a genuineness that resonates with audiences. Their voices carry more weight than traditional marketing, building trust and authenticity.
  • Organic Reach and Amplification: Employees have established networks and influence outside your immediate reach. Their social media shares expand your audience, amplifying your brand message organically.
  • Enhanced Brand Reputation and Engagement: When employees advocate for your brand, they showcase company culture, values, and employee satisfaction. This fosters positive brand perception and increases engagement from potential customers and talent.
  • Improved Employee Morale and Loyalty: Empowering employees to be brand advocates boosts their sense of belonging and ownership. This fosters increased pride, morale, and ultimately, loyalty to the company.

Empowering Brand Advocacy with Clear Guidelines:

  • Transparency and Alignment: Ensure employees understand your brand values, messaging, and target audience. Provide clear guidelines on content creation and appropriate topics to focus on.
  • Content Curation and Support: Offer curated content, shareable assets, and training resources to help employees create engaging and brand-aligned content. Consider internal channels for sharing brand updates and stories.
  • Disclaimers and Personal Branding: Encourage employees to clearly identify themselves as employees while sharing opinions, making it distinct from official company communication. Respect their personal branding and encourage authentic voices.
  • Risk Mitigation and Compliance: Address potential legal issues like intellectual property, confidentiality, and harassment. Educate employees on platform-specific terms of service and data privacy regulations.
  • Monitoring and Engagement: Actively monitor social media for employee brand mentions, provide positive reinforcement, and address any potential issues swiftly and constructively.

Remember, empowering employee advocacy is a two-way street. Invest in your employees, encourage responsible brand ambassadorship, and celebrate their successes. By fostering a culture of trust and providing clear guidelines, you can tap into the immense potential of employee advocacy, propelling your brand forward with the combined voice of your most passionate supporters.

Data Privacy and Security: Your Fortress in the Digital Age

In today’s online world, data is gold. Protecting it demands vigilance and robust safeguards. Let’s delve deeper into data privacy and security, equipping your social media policy with the armor needed to ensure compliance and secure online interactions for both your brand and your employees.

Data Sharing: Sharing Wisely, Protecting Always:

  • “Need-to-Know” Principle: Implement the “need-to-know” principle for data access, limiting employee access to only the information essential for their job function. Regularly reassess and revoke access when no longer needed.
  • Third-Party Scrutiny: Be cautious about sharing data with third-party apps or platforms. Conduct thorough vetting, understand data sharing practices, and ensure robust contractual agreements to protect data privacy.
  • Opt-In and Transparency: Clearly communicate with employees and customers about the data you collect, its purpose, and how it’s used. Obtain explicit consent for any data sharing and provide options for opting out or managing their data preferences.

Password Management: The Keys to Your Digital Kingdom:

  • Strong Passwords are Essential: Encourage the use of unique, complex passwords with a combination of upper and lowercase letters, numbers, and symbols. Discourage reuse and promote regular password changes (ideally, every 3 months).
  • Multi-Factor Authentication is Your Shield: Implement multi-factor authentication (MFA) whenever possible as an additional layer of security beyond passwords. Consider hardware tokens or biometric verification for even greater protection.
  • Phishing Defense: Train Your Guardians: Train employees to identify and avoid phishing scams. Educate them on suspicious emails, texts, or links, and encourage reporting any suspected phishing attempts immediately.

Content Sharing: Navigating the Minefield of Appropriate Online Interactions:

  • Know Your Platform Audience: Understand the specific policies and target audience of each platform your employees may use. Adjust content and communication styles accordingly, staying professional and respectful.
  • Confidentiality is Paramount: Remind employees to respect confidentiality agreements. Avoid sharing sensitive company information, internal documents, or customer data on social media platforms.
  • Personal vs. Professional Boundaries: Employees can have personal online presences. Emphasize the importance of maintaining distinct personas and avoiding sharing content on personal accounts that could harm the company’s reputation or violate confidentiality.

Remember, data privacy and security are ongoing endeavors. Your social media policy needs to be a living document, constantly evolving with technological advancements and shifting regulations. Conduct regular training sessions, provide educational resources, and foster a culture of security awareness among your employees.

Content Creation Champions: Empowering Employees to Craft Brilliant Social Media Posts

Your employees are brimming with passion for your brand. Let’s unleash their inner content creators by equipping them with best practices for crafting engaging and brand-aligned posts that foster positive online interactions and navigate common pitfalls.

Crafting Content that Captivates:

  • Know Your Audience: Understand your target demographics and tailor your content to their interests, preferences, and communication styles. Speak their language, address their pain points, and offer valuable information they crave.
  • Visual Storytelling is King: Utilize high-quality images, videos, or infographics to grab attention, break up text, and enhance your message. Experiment with different formats and platforms to find what resonates best.
  • Keep it Concise and Compelling: People have short attention spans online. Craft concise messaging that delivers immediate value, sparks curiosity, and encourages further engagement.
  • Authenticity is Your Ally: Let your employees’ personalities shine through! Encourage genuine voices and unique perspectives while ensuring alignment with brand values and messaging.
  • Storytelling Sparks Connection: Share impactful stories, employee experiences, or customer testimonials to connect with your audience on an emotional level.

Fostering Positive Online Interactions:

  • Positive Vibes Only: Promote respectful and constructive communication. Discourage negativity, trolling, or offensive language. Encourage employees to respond to comments promptly and address any concerns professionally.
  • Engage and Converse: Don’t just post and disappear. Actively engage with your audience by responding to comments, answering questions, and participating in relevant conversations.
  • Embrace the Hashtag: Use relevant hashtags to increase discoverability, reach new audiences, and participate in trending topics. But avoid overstuffing or using irrelevant hashtags.
  • Show Appreciation and Reward: Acknowledge and celebrate employee contributions to content creation. Publicly thank them for their efforts and showcase their successes to boost morale and encourage further participation.
  • Encourage Transparency and Openness: Be transparent about your brand and its values. Address concerns openly and honestly, demonstrating responsibility and building trust with your audience.

Avoiding Common Pitfalls:

  • Tread Lightly on Politics and Controversial Topics: Steer clear of divisive topics or expressing personal political opinions that could alienate parts of your audience. Focus on brand-relevant content.
  • Fact-Checking is Your Friend: Double-check information before sharing to avoid spreading misinformation. Rely on credible sources and cite references when necessary.
  • Beware of Copyright Infringement: Use original content or properly license any borrowed materials. Familiarize yourself with copyright laws and avoid potential infringement issues.
  • Overselling is a Turn-off: Don’t push sales agendas too hard. Focus on providing valuable content and positive brand experiences that naturally build trust and lead to conversions.
  • Know When to Step Back: If an online situation escalates or becomes negative, advise employees to disengage and report the issue to appropriate channels for further handling.

Remember, content creation is a continuous learning journey. Encourage employees to experiment, track their results, and adapt their approach based on data and audience feedback. Provide training resources, workshops, and collaborative brainstorming sessions to hone their skills and keep them inspired.

Beyond the Basics:

  • Explore platform-specific content creation tips and best practices for different formats like video, live streams, or polls.
  • Consider incorporating employee-generated content (UGC) campaigns to leverage the power of authentic employee voices and boost engagement.
  • Utilize analytics tools to measure the performance of your social media content, track audience demographics and interests, and refine your strategy accordingly.

By empowering your employees with these best practices and fostering a culture of creativity and responsible online engagement, you can transform them into content creation champions, fueling your social media presence with authentic, engaging, and brand-aligned content that resonates with your audience and propels your brand towards success.

FAQ: Unmasking the Mysteries of Content Creation for Employees

1. I’m not a designer or writer! How can I create good content?

Focus on sharing your story and passion for the brand. Authenticity trumps perfection. Use simple language, interesting visuals, and practical tips tailored to your audience. Don’t hesitate to seek help from colleagues or marketing teams for design assets or feedback.

2. What if I make a mistake or someone posts something negative?

Everyone makes mistakes! Own up to them graciously and address negative comments professionally. If needed, disengage and report the issue to your manager or social media team. Remember, positive vibes and respectful communication are key.

3. I feel overwhelmed by all these platforms and trends!

Start with one or two platforms where your target audience is most active. Focus on mastering them before expanding. Stay informed about trends through industry publications or internal resources, but stick to what aligns with your brand and audience.

4. Can I share personal opinions or political views?

While you have a right to your own opinions, be mindful of your online persona as a brand representative. Avoid divisive topics or offensive language that could harm your brand’s image. Maintain professionalism and focus on sharing valuable content that aligns with your company’s values.

5. Where can I get more tips and support?

Your social media team is your resource hub! Attend training sessions, workshops, or brainstorming sessions offered by your company. Utilize online tutorials and social media guides. Remember, learning and adapting are key to thriving in the ever-evolving content creation landscape.

Conclusion: Unleashing Your Inner Content Creator

Crafting engaging social media content isn’t rocket science. By embracing authenticity, focusing on valuable information, and navigating common pitfalls, your employees can become powerful brand ambassadors. By equipping them with the right tools, best practices, and a supportive environment, you can build a vibrant social media presence that resonates with your audience, strengthens your brand identity, and drives positive results.

So, unleash your inner content creators! Remember, you have a unique voice and perspective to share. Embrace the journey, keep learning, and watch your online presence shine with authentic, impactful content that fuels your brand’s success.

Do you need help with your social media marketing and strategy? We can help!

At ProfileTree we offer Social Media Marketing for you and/or your business. Get in touch today.

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