This point ensures there is no confusion over account ownership. There have been legal disputes over who owns a social account and the followers of a company account in the past.Ī social media policy should protect the company and set boundaries for the employee. The sixth point, social media account ownership, it really important.
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The way that you answer an online question might be accurate in some parts of the world, but inaccurate (or even illegal) in others. Remember that your local posts can have global significance. Pass the post(s) along to our official market spokespersons who are trained to address such comments, at Expectations Online Spokespeople Unless you are a certified online spokesperson, avoid the temptation to react yourself. You may come across negative or disparaging posts about the Company or its brands, or see third parties trying to spark negative conversations. Let the subject matter experts respond to negative posts. A few of my favorite policies are: Company and Agency Associates’ Online Social Media Activities I particularly like that they give an exact contact (in each relevant point) for people to reach out to when someone has a question or wants to take action. The values of the Coca-Cola company within the online community, company and agency associates, and company online spokespeople.Įach sub-group has bullet points of what the company expects from its employees. The policy lays out clear guidelines for three distinct groups of people. I believe that Coca-Cola has a really great social media policy. Together, we can learn from these big brands and use that knowledge to improve your social media policies.
We’ll analyze what’s good about the policies and what could improve. Let’s take a look at a few well-known brands and their social media policies. When there are clear guidelines that eliminate confusion as to what an employee can or cannot do on social, they will feel freer to participate. It can actually encourage your team to be more involved with social media. Clearly Sets Expectations (Reduce Confusion)Ī social media policy shouldn’t just focus on making sure your team doesn’t mess up.A social media policy is important for companies to have because it can accomplish three things: These incidents are perfect examples as to why your company needs a social media policy. Kenneth Cole, DiGiorno Pizza, and Home Depot have all experienced their own social media miscues. This isn’t the first time a major brand encountered a social media mishap. The tweet came off as racist as people inferred that Clorox was saying that they’d prefer the emojis be all white and the way to do that was to bleach all the dark-skinned emojis. What Clorox’s team thought was a seemingly innocuous tweet actually set off a firestorm on Twitter.
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