Creating Social Media Guidelines for Employees
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Ruth Ann
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October 22nd, 2014
In today's world, it's unrealistic to block employees from social media. For many, checking in on Facebook or looking at the Twitter feed is as much a part of their daily lives as going to work. Even if you block their access, they can still check on their smartphones during lunches and breaks.
Rather than alienating employees, try to tap into their enthusiasm for the work they perform, particularly those who are customer-facing. After all, you are using social media yourself, aren't you? Ninety percent of all businesses are doing so, according to the consulting firm Proskauer, which stresses that training, not prohibition, is what employees need when it comes to social media.
Most Businesses Have Ineffective Social Media Policies
In its 2013-14 survey of global social media, Proskauer found that 80% of 110 businesses it surveyed--which include international firms--have some kind of social media policy in place. Unfortunately, they don't seem to be working particularly well: 70% reported taking disciplinary action for social media misuse. As a result, more than one-third (36%) said they block their employees' access to social media, a non-solution given the presence of smartphones.
In spite of evidence that training employees on responsible use of social media reduces risk for problems like leaking confidential information, misrepresenting the company, or harassing coworkers, few employers do this.
Create a Social Media Guideline that Encourages Positive Use
There's nothing better than starting off on a positive note. You know your employees are using social media. They probably know that you know. Let both sides acknowledge the situation and work from there.
Brian Honigman, a marketing consultant who works with firms like Toyota and Hubspot and writes for The Wall Street Journal and Entrepreneur, recently released Think Before You Post, a guide for creating worksite social media policy. Here are his main points:
- Make sure your guide reflects the company's culture. You, or someone you trust, hired these people because they understand and respect the firm. Reinforce what you expect from employees when they represent the company outside its walls.
- Let your employees know you value them and expect them to do the right thing by the company. Trust their common sense.
- Don't discourage social media use. (It probably won't work anyway.) Tell employees what's permissible, and even desirable, rather than delivering a list of "don'ts."
- Be very clear in your communications. Don't resort to legalese (although you should run your policy by a legal resource) that's deliberately confusing. Providing a readable document will boost employees' compliance.
Examples of Positive Corporate Communications on Social Media
IBM has always had a strong, solid corporate culture, reflected in social media guidance Honigman praises for understanding its employees' genuine enthusiasm about their work:
- "IBM’s greatest asset—the expertise of its employees—can be shared with clients, shareholders, and the communities in which it operates."
Not surprisingly, IBM has a wiki for its social media guidance.
Intel's social media policy is short and to the point, even though it does include a few "don'ts" as it lays out expectations for employees.
The Los Angeles Times' social media guidance specifically mentions training opportunities. As a media outlet, it discusses common-sense approaches to reporters' and editors' civic and other outside activities.