If your business has just ventured into the social media world, you may want to consider looking into a social media policy to add to your company’s employee handbook (you should also encourage your clients to do the same)! There really is no way of avoiding social media marketing at this point; even Goldman Sachs has a twitter account! Keep in mind, with any new technology or fad, comes limits. Your employees must be aware that they are liable for the information they post regarding your company on any social media platform. Most companies already have a ‘communications’ or ‘Email and Internet Use’ section in their employee handbook which explains their expectations of the use of such technologies while representing the company; it is important to include a ‘Social Media’ portion to this section of your handbook.
You’re ready to implement a Social Media Policy, but where do you begin? It is important to encourage employees to engage in social media platforms such as LinkedIn, Facebook and Twitter on behalf of your company. This helps your clients get to know your company on a more personal level and helps build trust. The policy should not have a restrictive tone; rather it should explain the benefits of using these platforms for networking purposes. This will benefit the company as well as them as individuals, but be clear that they are responsible for every tweet, status update and post they send. Do not allow them to interpret the ‘right’ to access these platforms as implying they have free reign. If they post classified or proprietary information regarding the company or anything that may hinder the integrity of the company, they must know that there will be consequences.
A basic outline of a Social Media Amendment should have two parts, the policy and guidelines:
1.) Begin with legal terms (policy) for employee participation in social media promotion on behalf of your company.
2.) Explain how you would like them to use the social media platforms (the guidelines).
- They must disclose their affiliation with the company and state that it’s their personal opinion and not necessarily the opinion of the company as a whole.
- State what they are not allowed to disclose such as:
i. Special promotions
ii. Financial information
iii. Legal information
iv. Confidential information
- List the consequences they face if they breach this contract
The right time to implement a Social Media Amendment to your Employee Handbook is now! Again, it is important to encourage your employees promote your business in a casual yet professional manner!
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