A social media policy can be a valuable tool for any business. It is a code of conduct which protects the reputation of your company and allows employees to avoid trouble.
You can find out everything you need about creating a social media corporate policy. There are also social media examples and a social media template that will help you create your own policy.
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What is a social media policy?
A social media policy is an official company document that provides guidelines and requirements for your organization’s social media use.
Your social media policy is intended to cover your brand’s official channels, as well as how employees use social media, both personally and professionally.
Social media policies apply to everyone from the CEO to summer interns, so they need to be easy to understand. These documents can be part of wider social media marketing strategies, or live with onboarding materials and other company policies.
Why do you need a social media policy for employees?
An official company social media policy is an important document. It helps maintain your brand voice while mitigating social media risks. Here are some of the most important reasons to implement a social media policy.
Maintain your brand identity across channels
You likely have multiple people managing multiple accounts across multiple channels. A solid social media policy keeps things consistent and on-brand.
Protect yourself from legal and regulatory challenges
A well-crafted and enforced social policy protects you from falling afoul of rules and regulations. The consequences of breaking them can be major — accidental insider trading, for instance.
Prevent a security breach
A solid social media policy combined with proper security protocols helps protect your accounts against phishing, hacking, and impostor accounts. Including security guidelines in your policy will help ensure employee passwords are changed frequently and meet high standards, and set rules related to using social media on company equipment.
Respond quickly if a crisis or breach does happen
Despite your best efforts, a breach or crisis could still happen. Sometimes the violation or crisis comes from a part of the organization that has nothing to do with social media. You’ll still be expected to address it on social channels.
A social policy makes sure you have an emergency response plan in place.
Clarify employees’ social media responsibilities
You can’t assume employees or associates will make the right call on social media unless you specifically spell it out. So, for example, if you don’t want them to post while wearing their uniform, say so.
Encourage your employees to amplify your brand’s message
All of that said, you don’t want to discourage employees from amplifying your brand message on social media. When you’ve got big product news or a message to share, it’s great to have your whole team on board.
Big day for our Growth UX org at @ShopifyUX!
https://t.co/WkMQSkCqk6
— Lizzie MacNeill (@lizziemacneill) March 23, 2022
It can be a delicate balance. Does the fact that someone uses your company’s name in their bio mean you endorse their drunken Vegas trip? Your employees will know what to share and what not to on social media if you have a clear policy.
Social Media Policy Template
Download our social media policy template to get started. If you want more information, you can download our free social media policy template.
Create guidelines to ensure appropriate online behavior
You may not feel the need to share certain things with others. For example, you might not want to take off your pants at church. When your company’s reputation on social media is at stake, you cannot make assumptions about etiquette. Explain what’s appropriate and what’s not, so you don’t have to correct an employee who posts a screenshot with your banking details.
You may have social media guidelines that include…
Social media posts must use correct spelling and grammar (avoid slang). Emojis can be used in moderation, but only one per post.
Security Guidelines
The security section in your social media policy must include at least the following:
Rules related to personal social media use on business equipmentSocial media activities to avoid, like quizzes that ask for personal informationWhich departments or team members are responsible for each social media accountGuidelines on how to create an effective password and how often to change passwordsExpectations for keeping software and devices updatedHow to identify and avoid scams, attacks, and other security threatsWho to notify and how to respond if a social media security concern arises
Plan your customer contact
Social media is not just a tool for one-way communication. You’ll (hopefully!) You’ll (hopefully!) have followers who comment on your posts and send private messages.
Do not leave these interactions with clients or customers to chance. Should complaints be dealt with directly by a certain department? What is your plan for calming down a heated situation?
Clarify in your policy on social media how you will respond to any questions or concerns, positive or negative.
How to handle questionable content
What you post on social media will influence your brand’s reputation. What other people say about you, for better or worse, can also have an impact.
Social listening tools help you keep track of comments and mentions, but your social media policy will dictate what you do when a strange rumor is spread online or if there’s unapproved information.
McDonalds, for example, should prepare themselves in case someone takes this April Fools’ joke out of context. How will they correct the record?
See this post on Instagram
A post shared by Curiocity Vancouver (@curiocityvancouver)
Describe what employees should do when they come across false information, leaks of confidential information or other content that is questionable about the company.
It’s important to remember that questionable content is not always directed at a particular company. Make a plan to help employees who might be subjected harassment or threats on social media.
Approval process
You should make it clear in your social media policy who is responsible for each post. The social media policy should include the contact information of anyone who needs to approve content prior to it going live.
Clarify your personal use of social media
Even if you don’t use social media yourself, your employees will. Include a section on social media policies that outlines the appropriate behavior for personal accounts.
The BBC has learned the hard way that you cannot dictate what employees can or can’t do when they are off the clock. Employees have raised a stink about the news organization’s ban on virtue signaling.
Businesses are entitled to establish rules regarding the content of work-related materials.
Is it okay for employees to include information about their company in their bios on social media, or could that be problematic? Employees are allowed to post photos of the workplace on their social media accounts. What about photos in company uniforms? Decide where to draw the line, and stick with it – for all employees.
How to handle a crisis in PR
This is the section that you should include in your social media policy if there are any emergencies. How will you respond if something goes wrong?
Check out this article on how to manage a social media disaster if you’re looking for some inspiration when crafting the perfect PR solution.
A brief overview of the copyright laws
Copyright laws are still in force, despite what memes would lead you to believe. Disney may not be interested in suing a random Twitter user for a Photoshopped picture of Simba. But as an organisation, you want to avoid any legal issues.
Last winter, Warner Music filed a lawsuit against a British makeup brand for using unlicensed songs in Instagram videos and TikTok. (Iconic London is still using commercial songs in their Instagram videos – and we can’t confirm whether they paid for licensing these songs, but we can confirm that they are bops.
See this post on Instagram
A post shared by ICONIC LONDON
Create a checklist that will ensure all online content is in compliance with copyright laws.
What are the consequences for violating the social media policy?
What is the grand conclusion to your social media policy magnum opera? The discipline process that will be followed if someone does not comply with your policy. What happens when someone does not follow the guidelines?
Consistency is just as important as being clear. Picking and choosing whom to discipline or playing favorites is a recipe that will lead to a bad corporate culture or, worse, a public relations disaster if someone makes a complaint about what they perceive as unfair treatment.
Date for review
Social media changes fast. Your social media policy needs to be reviewed regularly to ensure it is keeping up with the times. In your social media policies, include how often you will review it (once a month? quarterly?) To ensure that expectations are accurate and up to date.
Are you ready to create your own policy on social media? Start with our free template.
Social media policy examples
There’s nothing better than a good example from the real world to get you started. These are great examples to use when developing your own social media policies.
Bonus: Download a customizable template for a social media policy to create guidelines quickly and easily for your employees and company.
The Government of BC
The B.C. government’s social media policy is interactive and easy to use. The government’s social media policy is now available online. The website has been designed to be easy to navigate and read. It even includes potential scenarios.
Tufts University
This U.S. University has a comprehensive social media policy available online. It includes links to other documents relevant to the topic, such as an application form for an official Tufts account on social media.
The social media policy includes accessibility recommendations. You may want to include this information if it is important for your company’s efforts to promote diversity and inclusion. Here’s more on social media and accessibility!
Revolution Capital
This social media policy serves as a reminder that such documents do not have to be lengthy. A short list of rules, such as this one by Revolution Capital, may be more appropriate for a small organization that has fewer social media users.
Shiseido
Shiseido Company divides its policy into two sections: guidelines and purpose. Shiseido provides its social media managers with a clear guideline by defining its purpose for getting involved in social media. Knowing that social media accounts are there to improve customer service creates an expectation for posts that are courteous and helpful.
dobe
Adobe’s social media policy is part of a larger document that outlines business policies. Social media is only one aspect of how your team may represent your brand. It might make sense, therefore, to link it to a larger-picture code.
How to implement social media policies for your employees
1. Download our Social Media Policy Template
Click the teal box below to download. Download the file by clicking on the teal box.
Bonus: Download a customizable template for a social media policy to create guidelines quickly and easily for your employees and company.
2. Consult stakeholders
Each corporate social media policy will be different. You can get some good ideas for what your organization needs by:
Your product’s power userthe marketing teamthe HR teamany other public speakersyour legal team
Do not forget to include regular employees in the discussion. This policy is affecting all employees.
You don’t need to get feedback from each and every employee. You can also get feedback from union representatives, team leaders, or other employees who represent groups.
Don’t get hung up on tutorials and details when you are drafting your policy. It is inevitable that the nitty gritty will change. And it will happen fast. Keep your eyes on the bigger picture.
3. Choose where you want your policy to live
It is highly recommended that you add your policy to the employee handbook, so that new employees can read it and understand it during their onboarding.
Where will employees be able to access it? It will be on the intranet of your company or shared drives. You may also post it on your company’s external website, depending on the needs of your organization.
4. Launch it (or launch it again)
You’ll need to let everyone know that there is new information to be aware of, whether it’s an updated document or a completely new one. You can announce the new information via email to all employees or in a general meeting.
Include a list with the key changes, as well as a date of revision.
5. Plan an update for the next year or even next quarter
Social media policies from 2013 or 2011 are not unusual. You can tell by the buzzwords “Web 2.0” or “microblogs.”
Your social media policy needs to be updated regularly. Social media and their functions change. New social media sites are launched and others disappear.
Your social media policies can’t be buried in a Google Doc or a drawer. These policies from early 2010 could not have predicted the rise of TikTok, or the constant connection that people have to their mobile devices.
Your policy will remain relevant and useful if you review it annually, biannually, or even every quarter. You’ll at least want to make sure that all details and contact info are current.
6. It’s enforced
It’s great to create a policy for social media. Why bother if it’s not enforced?
Your social media policies should include a schedule for regular audits in order to identify any new accounts claiming to represent your business.
Social listening is also something that your team should do. Social listening will help you to identify any negative posts or conversations that are being made about your brand.
Be sure to include in your social policy the details of the disciplinary actions that will be taken if someone breaks the rules.
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