Creating a social media policy for business
Written on the 15 February 2013 by Snap Marketing
As social media has gone from being a digital playground for college students to a big-business marketing tool, many brands have come under fire for bad practice.
Take these five pointers for creating a policy for your SME to help prevent your brand from being subject to brand-damaging activity or legal problems.
1. Group effort
There is no such thing as too many cooks when it comes to preparing your social media policy. Involve all staff members who use your pages, someone who understands the legal jargon, your marketing team, your PR people and anyone else who may be implicated in the changes.
2. Make it flexible
Of course there are some non-negotiables, but as a general rule the space changes every day and you cant necessarily predict the actions of your social media fans, so hard and fast rules arent going to fly with social. Create guidelines rather than rules.
3. Three-tiered focus
First, look at the big picture (rules, responsibilities, legal, branding, purpose, broad message) and then get down to the nitty gritty for each of the specific social media sites. Finally, create guidelines for employees using social media in their personal lives. For example, drunken photos of staff still in work uniform are a no-go as they reflect poorly on the brand and business.
4. Follow platform guidelines
Keep the Facebook page terms, the Twitter basic rules and guidelines, and the legal information on any other pages you use by your side. Pay particular attention to the rules about running competitions and promotions.
5. Revise, revise, reviseKeep an ear out for any new developments that may impact your policy and perform a team review every quarter or six months to address any new issues that have popped up.
Building a social media policy will ensure you have a consistent brand message, your business is protected and that staff members know what is expected of them on a social media front.
Contact Snap today to learn more about our Marketing Health Check service.