Social Media Policy: Now is the Time

Many businesses have been slow to enter social media, and part of their concern and paralysis stems from a fear of employees bashing them within their new website, blog or Facebook fan page. What companies need to realize however, is that employees are actively participating in social media TODAY, regardless of their employer’s presence in that world. In those spaces they may already be actively discussing work or business topics or representing your company in the social media space simply by virtue of their employment. With all that in mind, every company needs to have in place social media policies that govern what’s acceptable in that space – and make that policy clear and available to employees.

“Companies have existing communication policies, directives that spell out the company’s expectation when employees use the phone or email,” explains Scott Monty, head of social media at Ford Motor Company. Since the conversation is now also happening on the web, “it’s important for organizations large and small to acknowledge that and extend their existing communications policies to include online sites.”

A few things to consider when developing a social media policy:

1. Start with what employees CAN do versus what they can’t do. This is a shift for those who generally write policy, but it’s in keeping with the desire to keep employee posts positive as well – it’s all about spin.

2. Include rules around use of social media during work hours. With social media now being a regular means of communication as the phone or email, consider making social media rules similar to existing rules around those channels.

3. Remind employees that they are responsible for what they write – being in the online space doesn’t imply a lack of consequences. Tell them to exercise good judgment and common sense and realize that if they wouldn’t want their boss to read it, it’s probably not a great idea to post it on one of the most public spaces available – the web. Great stat? Over 50% of prospective employers now look at candidates’ online profiles, tweets and more and include that information in their decision making process.

4. Start with what you know. Most companies have in place a communications policy that covers confidentiality, harassment and more. That communications policy is still in place and social media simply becomes another channel in which to apply it.

For a quick look at current social media policy at companies as diverse as ESPN and Sun Microsystems, check out this site on Social Media Governance. As you read through them you’ll realize there’s no one-size-fits-all approach but there are certain commonalities that you can incorporate in your own social media policy – today.