Social Media Policy Alignment Guide

How to use this guide:

This guide is jointly provided by [meta]marketer and Way Solutions to act as a framework for thinking through how your company should best be represented in social media channels by your employees. The underlying premise is that if your company understands its focus – what it is in business to do, and what makes it unique – then the policy may be less restriction and more clarification to employees to demonstrate how they might align their online conduct with the company’s culture. When the focus and alignment is clear, the opportunity for amplification is stronger and the message more resounding.

The section headings are suggestions; the text within each section is a starting point. Feel free to save this guide as a template, remove the comments, and revise with your own language, or simply allow this document to help you review your existing policy.

Introduction to Employees

Provide some sort of opening, such as:Social media provides a platform for broader connection with more people, faster and with fewer barriers than ever before.

[Your Company] is building a presence across a number of social media channels to expand our reach, connect with prospective customers, foster loyalty among existing customers, and remain relevant by harnessing the opportunity this technology and connectedness provides.

What makes social media so powerful – its speed of response, its ability to facilitate wildfire sharing of a message or idea – is also what prompts the need for our company to ensure that you have a voice, that you take part, and that you help ensure the integrity of our company’s brand and culture in how you interact online.

SPECIFIC POLICIES

The specific policies you include will themselves communicate a great deal to your employees about your company’s culture, but also within the definition of those policies there is a great deal of opportunity for tailoring to match the brand. Some examples of these are shown in the diagram below.

Confidential Information

“You may not disclose …” financials, trade secrets, etc. What will you include here?

Disclaimer

Should employees use a disclaimer when posting online?

Message

Coordinated, pre-approved? Or ad hoc impromptu commentary? Or something in-between?

Representation

Who has clearance to speak on behalf of the company vs. open commentary

Distribution of Authorization / Use

Using Twitter while logged into official Twitter account vs. tweeting on personal account on company time

Capacity/Budget

How much of any given employee's available paid time is allowable for social use

Presence

Where does the company have an official presence, where do employees have an unofficial presence?

Add other sections as your company’s specifics require.