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Crafting a Social Media Policy for Your Business: Tips from the Experts
By Floyd Arthur
As more and more companies use social media in their branding strategies, it has
become increasingly important for every business to have a social media policy in place.
Social media policies and procedures give employees important information about what
they can and cannot post on platforms such as Instagram, Twitter and Facebook, and
help your company manage risk.
Social Media Policy
The laws around social media policies are constantly evolving; Policies must balance
protection of sensitive company information with employee rights. For example, the
National Labor Relations Board has ruled that employees cannot be fired or disciplined
for posting complaints about working conditions on social media. In general, a
company’s social media policy cannot infringe upon employees’ First Amendment rights.
What Should Your Social Media Policy Contain?
To avoid employee free-speech issues, craft your social media policy as a guideline for
employees rather than set-in-stone rules, the Small Business Administration warns.
Some areas to touch upon include:
Intellectual Property Rights
Clearly tell employees that they cannot post content or images on the company website
that belong to another person, company, website or blog. All content that comes from
another source should be viewed as subject to intellectual property laws. That is, it
cannot be used without the owner’s written consent.
(Note: “Social sharing” buttons on a firm’s website that ask visitors to share content
constitute consent.)
Endorsements
In general, employees who post anything about your company on social media must
disclose their affiliation with you. For instance, if you ask your employees to mention
your company on their Facebook page or Twitter feed, they should state that they work
for the company and in what capacity in the post or tweet.
Similarly, any financial incentives or promotional considerations you offer employees
for mentioning your company on a social media channel must be “clearly and
conspicuously” disclosed, according to the Federal Trade Commission’s Endorsement
Guides. Prominently disclose affiliate relationships, wherein you promote another firm’s
products on your website and are paid a commission for sales, as well.
Confidentiality
Spell out the types of company information that employees may not share. This typically includes:
* Proprietary data, such as information about operations, promotions, advertising
strategies and release dates
* Customer information of any kind
* Nonpublic financial information
* Legal issues
Additionally, encourage employees to avoid disclosing personal information online.
Trademarks
Include a statement in your social media policy that prohibits employees from using the
company’s trademark or branding materials in a personal online post. Also advise them
against posting photos or videos taken while they are wearing a company uniform or ID badge.
Online Behavior
Make sure your employees know that customer service is your primary concern.
Employees should never resort to rudeness, crude language or defamatory statements
when engaging with customers online.
Your social media policy should also explicitly prohibit employees from making
discriminatory statements online. This includes derogatory statements based on age,
sex, race, color, creed, religion, ethnicity, sexual orientation, gender identity, national
origin, citizenship, disability, marital status or any other legally recognized protected class.
Such statements tarnish the company’s reputation and may place you in legal jeopardy as well.
Consequences
Outline the specific consequences to employees whose behavior that falls outside your
social media guidelines. For example, will the employee receive a written warning for
revealing sensitive company information or be summarily dismissed? Every employee
needs to understand that the consequences of violating the guidelines may be severe.
Tackling the problems associated with social media and online communications is a
challenge facing businesses nationwide. Finding a balance between employee’s rights
and protecting your company is not an easy task. Nevertheless, the Internet is a wide
open playing field where your business may be exposed to many different types of risk.
At Carmoon Group, we specialized in risk management strategies of all kinds. Whether
you need help crafting a social media policy or it’s time for your annual insurance
review, give us a call any weekday between 9 a.m. and 6 p.m. to speak to an agent about
your needs. No time to make a call? Request a free consultation now and we’ll get back
to you at a convenient time.
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