Introduction to Social Media Policy

Cendrine Marrouat Website: www.socialmediaslant.com

Twitter: @cendrinemedia

What Is a Social Media Policy?

“A corporate code of conduct that provides guidelines for employees who post content on the Internet either as part of their job or as a private person.” Source:

http://bit.ly/techtarget-definition

Why Is a Social Media Policy Important?

In social media, every story can become viral in a matter of minutes!

Important Elements of a Social Media Policy Goals Audience

Content & Approval process

Example of Core Values

Coca Cola: “Transparency in every social media engagement” “Protection of our consumers’ privacy” “Respect of copyrights, trademarks, rights of publicity, and […] user‐generated content” “Responsibility in our use of technology” (Source: http://bit.ly/coca-cola-principles)

Spokesperson Guideline

VIA Rail: “Only Social Media Champions are allowed to make new social media accounts that represent the Corporation […]. Prior to creating a new social media account, [they] will obtain the approval of the dedicated community manager, who will ensure the account respects VIA’s Social Media Policy and is created and maintained according to best practices.” (Source: http://bit.ly/via-rail-principles)

Staff’s Conduct

Dell: - Engage “in Social Media conversations the right way” - “Don't speak on behalf of Dell if you aren't giving an official Dell response” - Only post “content you would feel comfortable showing up in your boss’ inbox, your coworker’s Twitter feed or the front page of a major news site”

(Source: http://bit.ly/dell-principles)

Inappropriate Content / Behavior

Thomson Reuters: “[V]iolations of guidelines by employees can result in disciplinary action, including termination of employment.” (Source: http://bit.ly/thomson-reuters-principles)

Personal vs. Business Use

Cisco: When […] using your personal social media accounts, be transparent that your thoughts are your own if discussing official Cisco business. Use your real identity—no aliases—and disclose your affiliation with Cisco. If you believe your posting might lead to any confusion with viewers about whether you are speaking on behalf of Cisco, you should clearly and specifically state as follows:

Twitter disclaimer: These tweets are my own, not Cisco’s.” (Source: http://bit.ly/cisco-principles)

Public Complaints / Negative Comments

Mayo Clinic: •  “We can't respond to every comment” •  “We review comments before they're posted, and

those that are off-topic or clearly promoting a commercial product generally won't make the cut”

•  “We expect a basic level of civility; disagreements are fine, but mutual respect is a must, and profanity or abusive language are out-of-bounds.”

(Source: http://bit.ly/mayo-clinic-principles)

Social Media Policies to Check out

Coca Cola’s Social Media Principles - http://bit.ly/coca-cola-policy Intel’s Social Media Guidelines - http://bit.ly/intel-policy Social Media Policy Databases: -  http://bit.ly/policy-database -  http://bit.ly/policy-database-2

Resources to Create a Social Media Policy

PolicyTool: http://socialmedia.policytool.net/ Social Media Policy Samples: http://bit.ly/policy-sample http://bit.ly/policy-sample-2

Steps to Deal with Inappropriate Content

Step 1: Remove + apologize Step 2: Explain that post was against social media policy of company Step 3: Find out: Was the post deliberate or a lack of awareness?

Steps to Deal with Inappropriate Content

Step 4: Implement disciplinary measures in policy / provide training to culprit Step 5: Review + update social media policy Step 6: Enforce more consistent social media monitoring

Case Study: KitchenAid

Employee used KitchenAid’s Twitter handle instead of personal account to tweet message about President Barack Obama’s deceased grandmother.

What Happened Next

What Happened Next

Official statement: The tasteless joke in no way represents our values at KitchenAid, and that person won't be tweeting for us anymore. […] I lead the KitchenAid brand, and I take responsibility for the whole team.”

Key Takeaways

On social media:   - Take responsibility for mistake - Apologize like you mean it - Carry out disciplinary measures

Within company: - Meet with employees - Reiterate importance of social media policy - Offer training, if necessary

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Thank you for reading!

Cendrine Marrouat