The elements of a company social networking policy
In the modern world, social networking has become an integrated part of daily living. In 2010, the most popular of all social networks, Facebook®, reached a staggering 500 million members, and roughly half of all members are logging into the network daily. Many of these members log in during the work day.
The amount of time spent online has had an effect in the workplace. As a result, employers are finding the need to develop official policies for a multitude of reasons. The social network policy, which covers a range of general elements, is created based on two primary focuses: proper usage/conduct and strategic planning.
Each of these focuses has several issues that should be addressed in the company's official policy.
Employee expectations
Proper conduct and usage is an important element in a formal social networking policy, and it is vital for an organization's employees to understand the company's behavioral expectations. The manner in which employees act, either on or off the clock, on social networks can have a direct reflection on how the public views the company, yet it is a fine line since employees have a right to socialize online.
The organizational goal is to create a positive impression of the business when interacting on the various networks. It only takes one negative incident to result in a marketing nightmare. To avoid and mitigate any potential problems that can result, a policy clearly outlines expectations for behavior.
Confidential company information
While employers cannot prevent employees from interacting on social networks for their own personal enjoyment, what managers can do is outline the importance of proprietary information. It could be detrimental to a company to have its sensitive information leaked on a social network; this could put the business in a position to lose a competitive advantage or result in legal implications.
The policy should incorporate explanations of what is public and what is for internal use only. In order to successfully get this message across in an organization, management needs to first determine what types of information is permitted to be shared and inform staff as to what is not appropriate.
Establish social media presence
Despite any potential issues, establishing a positive social media presence is vital for companies in this day and age. The company's social media policy outlines precisely where the business will create its strategic presence.
With countless social media sites across the Web, it is not feasible to spread efforts too far. In order to develop a solid presence, it is important to strategically decide which networks are worth investing the company's time and resources. Ideally, networks selected should have business relevance, although other networks, such as Facebook and Twitter®, are also good due to their size and broad audiences, which could help establish a larger customer base.
Mitigate bad publicity
Gaffes happen, and this is an unfortunate aspect of online socialization. While online blunders can be bad for business, thinking proactively and planning for mishap ahead of time can help mitigate bad publicity. When writing the policy, it is wise to consider possible error of judgments that may occur and create procedures of how to handle the fallout in the event it happens.
The quality of public relations can be critical in these types of moments, but having an outlined plan can help reduce possible long-term damage to the brand.
Business value
Prior to engaging in social media marketing, it is important to first determine the business value and decide what the company hopes to achieve from networking. Defining a clear strategic plan and linking it to business value helps delineate what the company expects to achieve through social media marketing. This can, and should, be outlined in the official policy; this way stakeholders have a good grasp on the business' intentions and objectives.
Refreshers and flexibility
After the policy's elements are pulled together in a comprehensive fashion, it is important to consider elasticity. Change on the Web is generally fast-paced and occurs rapidly; a good social media policy benefits from a degree of flexibility and adaptability. It needs to reflect possible future societal change or technological developments.
Ideally, procedural policies are designed to inform, educate and train employees. The policy should be kept updated and current, with routine reviews. Refreshers can also be provided to employees on a regular basis. Additionally, management wants to ensure employees have a clear understanding of the policy by having them sign the policy and then providing them with their own copy.
In today's modern environments, many companies have to contend with the effects of social networking and, as a result, official policies regarding this practice are becoming a popular tool to help address the many issues that arise.
Computerworld.com states, "Remember, the overall goal is to protect the rights and privacy of all employees and the integrity and reputation of the company." Creating a clearly outlined strong policy can help meet these objectives.
