However, when employees publish on social media there can be serious impacts on the business. An up to date and well-communicated social media policy protects your reputation and holds employees accountable for their online actions.

The disadvantages of social media for business

Challenges abound. Some organisations handle social media in an evolutionary way and, rather than create arbitrary rules, wait to see where the opportunities and risks really are.  

Others simply tell their employees to use their ‘common sense’. This has the flaw of interpretation – what‘s common sense to one, may not be so to another.

Some discourage social media use because they see it as a hindrance to productivity and a time waster. 

However, the reality is that social media is becoming an important marketing strategy. If your competition is ‘spreading the word’ is it sensible to implement a policy that stifles your employees' freedom and ability to share too?

Some organisations establish a clear policy advising employees how to conduct themselves when posting as an employee on behalf of the business. They advise on what they can and can’t publish, for example trade secrets, business activities, private or confidential client information, and explain the consequences of what they post. 

Whether you’re making a policy for social media for small business or large, advising employees of their boundaries for publishing work-related information is preferable to businesses that fear unfavourable impacts on the business if an employee publishes a negative or offensive post. The consequences can damage the business’ reputation or even have legal implications.

Making guidelines for social media for business communication

The following are some considerations and suggestions – they are not a policy blueprint, and may not necessarily be what your business wants or needs. They are meant to get the thought process going. You need to develop a policy that works best for your business brand and company culture.

Considerations:

  • How strict should your policy be? If you’re too strict or over cautious will this suppress staff enthusiasm (particularly amongst the younger employees) and diminish its effectiveness?  

  • Social media platforms and online communities, such as Facebook, LinkedIn, Twitter, YouTube, blogs and podcasts, should only be used to promote the organisation constructively.

  • Any engagement with people outside the organisation must be done in a positive manner.

  • Only comments that are factual and consistent with your business’ goals and objectives must be made.

  • Commercially sensitive information must be protected and not shared with those outside the business.

  • Staff must not give the impression that the opinions or statements they’re sharing are on behalf of the business, without express authority.

  • Unless authorised by your business, any comments made by staff must contain a disclaimer that they’re not representing the organisation, they don’t have authority to speak on behalf of the organisation, and the views don’t represent the views of the organisation.

  • Be responsible for what you write and exercise good judgement. There are serious consequences when stupid or inflammatory things are said or sensitive information is leaked.

  • Remember your readers include current and potential clients, as well as current, past and future employees. It’s important not to alienate anyone.

 

Clear guidelines – not a list of restrictions

The spirit of social media is about leveraging the positive and that needs to be evident in your policy. It shouldn’t be an unnecessarily restrictive policy that prevents your business from leveraging opportunities.

Encourage your employees to always think twice before hitting ‘send’. And to consider what they’re about to send out into the blogosphere and how it may reflect not just on themselves, but also the company. Good judgment is paramount regardless of whether an employee's online comments are personal or relate directly to their job.

Social media is about community. It provides a platform where your users feel comfortable sharing, connecting, and receiving help.

The benefits of social media for business include raising awareness and building interest in your upcoming products and services. You can use blog posts to frame the conversation around specific issues ensuring your position is heard and commented on. 

A social media policy takes the guesswork out of what is appropriate for employees to post about your company to their social networks. It provides clear guidelines to help employees understand ways they can use social media to help achieve the business’ goals.