There’s still a lot of fear out there around employees’ use of social media related to their company of employment. Employees are scared to mention the company for fear of doing something wrong. That’s not good. Brands want and need employees to be the first wave of social message amplifiers and engagers.
Companies are afraid an employee post referencing the company will lead to a humiliating PR nightmare. That’s not good either. With the content fire hose wide open and as hard as it is to get your brand noticed on social, restrained marketing rooted in fear is a sure path to #fail.
So below are some terms you may want to include in your company’s social “rules of the road.” Having such guideposts in place helps the company and its employees understand each other’s wants and concerns so that mutually beneficial activity can comfortably proceed.
- We encourage all employees to follow company social channels and actively engage on those channels. Additionally, we ask that you set the preferences on your social channels and devices to receive notifications when a post goes out from the company’s social channels.
- We encourage all employees to share official company social posts and content on their own social channels. When adding comments to such content, employees are expected to use sound judgment in not criticizing or being counter productive to the messaging the company is trying to communicate. If you have questions or criticisms of the messaging, please address with your immediate supervisor FIRST.
- The more you use your personal social channels to mention the company and share its content, the more guarded you are requested to be in how you present yourself overall on your social channels. Please respect and be aware of the fact that during the time of your employment, you are a representative of the company. This is actually a sound practice that should help you professionally, regardless of your employment with our company.
- Please always use proper, widely acceptable, non-offensive language and terminology in any posts you make on your personal social channels that also mention the company.
- Please refrain from posting any news or imagery from or about the company on your personal social channels if you have any doubts whatsoever such material is not cleared for public release. This includes product rollouts, product improvements, policy changes, etc. Immediacy of posting is not required such that there isn’t time to check with a supervisor first and make sure employees are clear to talk about the subject in question.
- Please refrain from engaging in any discussion with or about a company competitor on your personal social channels. Simply direct such conversations exclusively to our company’s products, solutions and benefits.
- We ask that you take with the highest level of seriousness and consideration any request by the company to immediately remove a post on your personal social channels that inappropriately mentions the company, runs counter to privacy policies or embargoes, or is factually incorrect.
- We want you to be a sincere, transparent, enthused ambassador for our brand. If there are reasons you are reluctant to be publicly associated with the company or product, and if you feel comfortable doing so, please discuss the origins of this reluctance with a supervisor. We see this as a learning opportunity for us in how the workplace or product can be significantly improved.
- We encourage you to report conversations of note about the company that you encounter on your personal social channels to the brand’s social manager. While we do have a social monitoring and engagement platform in place, it’s always helpful to have such conversations called to our attention to insure proper engagement.
- As active social channel users in your personal lives, you are particularly experienced in what type of content, especially from brands, captures your attention and wins your engagement. We encourage you to submit content to the brand’s social manager for possible posting on the company’s channels, be it a tweet, image, video, poll, curated content, or original blog post.
- The company allows access to social network sites, including personal social network sites, onsite during the workday so employees can remain connected and in communication. We ask that you honor this policy by consistently and regularly using that access to help amplify the company’s messaging and stimulate engagement with the brand’s posts.
- If you have any questions regarding proper usage of your personal social channels when referencing the company, please consult your supervisor or the brand’s social manager before publicly posting.
Photo: Krzysztof Szkurlatowski, freeimages.com