Social Media Policy a guide for aSSociationS

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2 Social Media Policies for Associations

every Social Media Policy should:

» be reflective of the association‘s values and culture

» identify and define the types of information that should not be shared

» contain a crisis plan

You have a social media strategy in place–your association already has a presence on Facebook, Twitter, LinkedIn and other social media platforms. Your marketing team is actively posting to your accounts and sharing content to keep members informed and engaged, and you are consistently measuring your strategy‘s effectiveness with established goals and success metrics. So, do you really need a social media policy? the answer is a resounding yes.

A social media strategy and a social media policy seek to accomplish two different end goals. A strategy involves creating the marketing plan and includes: defining your audience, selecting your social networks, establishing your voice, creating a content posting strategy and setting measurable goals and metrics to measure your strategy‘s success. In contrast, a well-crafted social media policy not only empowers your staff to promote you, it also acts to mitigate behavior that could reflect negatively upon your association.

Because no two associations are alike, it is advisable that you customize your policy to meet your association‘s specific goals. To help you get started, this guide covers policy basics and includes a generic sample for your use.

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do you really need a social media policy?

first, decide what your social media policy should accomplish.

Welcome

Generally , you can leave out the legalese. Your social media policy will be more successful if you talk to your staff in plain language.

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If your social media policy is aligned with your core values and culture, there should be no question about propriety. If your staff believes in your values, they are more likely to exhibit those values on their personal time.

The examples below demonstrate how you may use core values to influence your social media policy.

Sample core Values coordinating Policy Statements

Respectful Be polite. Social media content language should not appear to harass others based on their race, ethnicity, sexuality, religion or physical ability.

Expertise Speak with authority. If you don‘t have the expertise, find an expert(s) to advise you on your content, and give them credit for their contribution.

Ethical Be honest. Clearly disclose who you are and what is your relationship to the association to avoid the appearance of conflicted interests.

Teamworkrely on your team. You are a part of the social media team because you are a trusted, positive influence. If you are feeling emotional about an issue, consider discussing it with the team manager before posting any content about it.

HospitableBe a good conversationalist. Show that you value your members and respond to all comments in a timely manner.

The guideposTs

your core values and culture are guideposts.

Before publishing content , encourage your staff to ask themselves :“Does my post contribute to our culture and values?“ If they answer, “no,“ they should consider whether it is worth posting .

4 Social Media Policies for Associations

example don‘ts don‘t spam. Make sure all links back to your association are relevant to the content being discussed.

don‘t tell secrets. Do not divulge proprietary, confidential or internally sensitive information.

don’t break rules. Do not violate the association‘s code of conduct policy or local, state and federal laws or regulations.

* Remember to define and give examples when appropriate.

To encourage your staff to actively participate in your social media program, they should feel free to express themselves.

Fewer restrictions will make your team more comfortable while decreasing your risk of breaking labor laws. Most social media policies fail to meet labor laws by being overly broad, so be sure to define prohibited activities and educate your team on what is current and applicable.

That said, most employees are well-meaning, and a few rules on what not to do can provide comfort and guidance to your social media team.

cautiously use don‘ts.

The don‘Ts

Consider consulting a legal professional to make sure that your social media policy meets the requirements of the National Labor Relations Act .

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With human beings at the helm, there is always a chance that miscommunications will lead to a crisis. Having a plan in place will minimize negative consequences for your association.

use the following tips to prepare for a crisis:

» Make sure you are monitoring your social media 24/7/365. If you have a large association, you may want to take turns listening to what is being said.

» Don‘t be overly dramatic. If someone is posting something mean on your Facebook page, that is not necessarily a crisis. A crisis has the potential of damaging your association to the extent of material loss.

» Answer negativity with a de-escalating response, first on whichever social media network it was originally posted, then on all your other platforms. Do not argue back and forth. If your first answer does not clear up the miscommunication, exchange contact information and attempt to take up the matter offline.

» Have prepared, board-approved responses for common complaints. This will make for quick reparations that are pre-approved.

» Have a clear process of how and who should handle crises. This may be several different people depending on the nature of the crisis.

The crisis plan

always be prepared.

6 Social Media Policies for Associations

Social Media is a way to share life experiences and thoughts with family, friends and colleagues as well as a means of promoting [ORGANIZATION LEGAL NAME] [ABBREVIATION/ACRONYM]. Social Media includes all means of communicating or posting information or content of any sort on the Internet, including to your own or someone else’s blog, journal, personal website, social networking or affinity web site, forum, board or chat room whether or not associated or affiliated with ([ABBREVIATION/ACRONYM]) as well as any other form of electronic communication.

What do we mean by Social Media?

Keep in mind that these guidelines are intentionally broad to be applicable to multiple industries, and this policy is not intended to be a form of legal advice.

An employee’s use of Social Media may involve certain risks and requires an employee to exercise certain responsibilities. Therefore, it is important

for employees to remember that any conduct that adversely affects the employee’s job

performance or the performance of others who work for or on behalf of [ABBREVIATION/ACRONYM],

such as volunteers, vendors, etc., may result in disciplinary action. To aid employees’ use of Social Media,

[ABBREVIATION/ACRONYM] has established the following guidelines.

Why do we need a Social Media policy?

define

be specific

6sample social media policy

inTroducTory guidelines

Any Social Media postings by an employee shall be consistent with [ABBREVIATION/ACRONYM]’s policies including, but not limited to, [ABBREVIATION/ACRONYM]’s anti-harassment and non-discrimination policies as well as [ABBREVIATION/ACRONYM]’s policies regarding the non-disclosure of information [ABBREVIATION/ACRONYM] is required to keep confidential.

are there any other guidelines that affect your Social Media use?

Any personal use of [ABBREVIATION/ACRONYM]’s computer or communications equipment such as workstations, phones, laptops, or network infrastructure, to participate in Social Media must be minimal, occasional, limited to non-work times and may not be at the expense of an employee’s job performance or interfere in any way with the business needs and operations of [ABBREVIATION/ACRONYM], and may not impose costs on [ABBREVIATION/ACRONYM]. To prevent inconvenience, an employee should not use a [ABBREVIATION/ACRONYM] email address to register on any Social Media website for personal use. Furthermore, following the end of your employment relationship with [ABBREVIATION/ACRONYM], you should take prompt affirmative steps to ensure that no Social Media website represents you to be a current employee of [ABBREVIATION/ACRONYM].

Should you use personal Social Media at work?

8 Social Media Policies for Associations

As such, we hope that you will exhibit professionalism in both your personal and work lives. Whether they are personal or created on behalf of [ABBREVIATION/ACRONYM], inappropriate postings that include discriminatory remarks, harassment and threats of violence or similar inappropriate or unlawful conduct will not be tolerated and may subject an employee to disciplinary action up to and including termination. If [ABBREVIATION/ACRONYM] is a subject of Social Media content that an employee is creating, the employee should be clear and open about the fact that s/he is an employee and her/his views do not represent those of the [ABBREVIATION/ACRONYM] (for example: “The views and comments stated herein are personal and do not necessarily reflect the views of my employer.”).

We are professional.

We recognize open communication as another core value. Work-related complaints are more easily resolved if the employee speaks directly with his/her coworkers or follows the procedures set forth in [ABBREVIATION/ACRONYM]’s Code of Conduct. However, if an employee decides to use Social Media to post complaints or criticisms, [ABBREVIATION/ACRONYM] asks that the employee avoid using statements, photographs, video or audio that could be reasonably viewed as malicious, obscene, threatening, intimidating, disparaging to [ABBREVIATION/ACRONYM]’s employees and members, or that might constitute harassment or bullying. Examples of such conduct include offensive posts meant to intentionally harm someone’s reputation or posts that could contribute to a hostile work environment on the basis of race, sex, disability, religion or any other status protected by law or [ABBREVIATION/ACRONYM] policy.

We foster open communication.

[ABBREVIATION/ACRONYM] prides itself on being a trustworthy source of information. An employee should be honest and accurate when posting information and if a mistake is made, the employee should quickly correct it. An employee should never post any information or rumors that s/he knows to be false about [ABBREVIATION/ACRONYM], [ABBREVIATION/ACRONYM]’s members or anyone working on behalf of [ABBREVIATION/ACRONYM].

We are honest and accurate.

core Values and social media

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Employees who have job responsibilities that include posting information to [ABBREVIATION/ACRONYM] maintained websites and/or social media accounts agree that the content of the Social Media belong exclusively to [ABBREVIATION/ACRONYM] and that upon request, the employee must provide [ABBREVIATION/ACRONYM] with any information necessary to log in to a [ABBREVIATION/ACRONYM]-maintained website or social media account.

Who owns the association’s posts?

All employees authorized to post on [ABBREVIATION/ACRONYM] social media accounts should identify themselves and their affiliation with [ABBREVIATION/ACRONYM].

How do you represent yourself when posting for the association?

Any content posted on behalf of [ABBREVIATION/ACRONYM] should be current, accurate and compliant with laws governing such activities. Employees should be mindful of the issue of copyright infringement when posting materials that may be owned by others. If you do make an error, take responsibility for it and correct it quickly.

What do you need to know about before posting on behalf of the association?

speaking for The associaTion

Employees who violate the Social Media Policy are entitled to due process (will have the opportunity to tell their side of the story) and are subject to discipline including dismissal or legal action. [ABBREVIATION/ACRONYM] prohibits taking negative action, or retribution, against any employee for reporting a possible deviation from this policy or for cooperating in an investigation. Any employee who retaliates against another employee for reporting a possible deviation from this policy or for cooperating in an investigation will be subject to disciplinary action, up to and including termination.

Who can help me with questions that may arise?If you have any questions or concerns regarding these policies, you are encouraged to speak to [appropriate personnel].

What happens if someone violates the Social Media Policy?

enforcemenT quesTions

?

?

Do not post any information that is obscene, defamatory, libelous, threatening, harassing, or intimidating to another person or entity. Examples of such conduct might include offensive posts meant to intentionally harm someone’s reputation or posts that could contribute to a hostile work environment on the basis of race, sex, disability, religion or any other status protected by law or [ABBREVIATION/ACRONYM] policy. Individuals may be held personally liable for such remarks.

How can you protect yourself from negative consequences?

WhaT To aVoid

Requests for employment recommendations on Social Media websites from former [ABBREVIATION/ACRONYM] employees should be treated confidentially, like any other employment reference. For example, when a current employee provides a reference on LinkedIn, any postings to that website automatically include an individual’s business affiliations. For the sake of privacy, all employment references should be provided by [ABBREVIATION/ACRONYM] personnel in charge of Human Resource information, and only after the former employee has submitted a reference release.

What if someone asks you to post an employment reference?

give examples

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