Social networks are undeniably a big part of our lives, but what is shared on them can cause problems for brands and employees alike. Do you have a policy regarding your employees or coworkers’ social media use and what they can and can’t mention? On one hand, having employees well acquainted with the world of social media marketing and promoting your brand can help raise awareness, but one small misstep could reflect poorly on the organization as a whole. Before establishing a social media policy, ask yourself (and the rest of your team) these questions.
Should they include the brand in their bios?
On a professional or private profile (i.e. LinkedIn or Facebook), it definitely makes sense for employees to include their employer information. When it comes to Twitter, however, it’s more of a gray area, and it really depends on the brand in question. If your brand is social by nature and very public facing, it makes sense to allow or encourage employees to mention their job in their Twitter bio. Take the time to discuss the issue at length with your coworkers before deciding one way or the other.
Can they mention clients or projects?
Again, it depends on the brand as to whether or not this would be acceptable. Is promoting a client or a project they’re working on out of the question? Is there a privacy policy in place that employees need to know about? Do they need to have permission before spreading the word about an acquisition or exciting new project? Work out and communicate these details in advance to help prevent mini social crises in the future.
Do bios need to include disclaimers?
Unless an employee created a social account specifically for professional purposes, chances are good that their accounts are personal and probably have been around longer than their tenure at your brand. If their account is personal, and if it mentions your brand by name in the bio, you may need to discuss whether or not they should include a disclaimer. Determine, with the help of your legal team, if a disclaimer like “My tweets do not reflects those of my employer” could save you some social headaches in the future.
What factors went into determining your brand’s social guidelines for employees? Share them with us!
