How to create a social media policy that embraces the opportunities (as well as

manages the risks!)

Yorkshire Mafia Festival of Business, 25 Sept 2012

Helen Standing, Director, ngage Comms

Why do you need a social media policy?

• To block staff from using social networking sites at work?

• To stop them from saying anything online that might damage your reputation?

• To ensure they aren’t seen to be doing anything that isn’t in line with company policy?

• To stop them talking about what they do in and out of work with the outside world?

How on earth do you legislate for this?

The bigger picture• 1st rule of employee engagement – trust and

autonomy• Making your organisation ‘fit for the future’• Getting ahead of the game• There’s a world out there………. see the

Guardian #openjournalism advert on youtube

What are the REAL risks?• Lack of control = breaching confidentiality,

reputation in the hands of others, opening yourself up to criticism

… But that’s going to happen anyway!

• The real risk is not being part of the conversation!

What are the REAL risks?Limiting staff use of social media with a ‘rule book’

will…• Seriously limit business development, growth

and performance• Have a negative impact on employee

engagement, morale and talent attraction/retention

• Make your organisation seem ‘closed’ and ‘faceless and leave you open to criticism

http://www.youtube.com/watch?v=2ORKA6YIMaA&feature=plcp

How to write/pitch your policy• Start by understanding where your staff are

currently at with social media personally and professionally– “My kids are on Facebook but I don’t get all this

social media stuff”– “I’m on Facebook and Twitter but worried I might

be saying the wrong thing”– “I’ve got a LinkedIn profile but don’t do anything

with it”

How to write/pitch your policy• Make sure the policy is pitched at the right level – not

full of jargon that people don’t understand• Make guidelines flexible but with detailed step-by-step

guide to reassure people they are doing the right thing• Be clear about boundaries (in line with your existing

employee code of conduct) but make sure people feel empowered and encourage about the business opportunities

• Use ambassadors and real life case studies/examples to bring it to life

Keep it simple!!!• Mostly about common sense• Deloitte Australia’s three word social media

policy – Empower And Trust

“Remember not only to say the right thing in the right place, but far more difficult to leave unsaid the wrong thing at the tempting moment”

The policy/guide is written, what now?

• Don’t just dump it on the intranet!• Find an engaging way of sharing it• Make sure line managers are bought in and it

can be integrated into people’s roles eg through their personal objectives

• Put mechanisms in place to constantly remind and support people with how it all works

• Give ‘at desk’ training tailored to individual needs

Case study: Blacks Solicitors“Twitter is free and

people have won business from it – ah,

now I’m listening!”

“Let’s give it a go with a mixture of legal stuff and friendly stuff and see if it works”

“isn’t it all just all about people saying

what they’ve had for tea?!”

Case study: Blacks SolicitorsThe ‘organic’ social media policy• You can’t legislate for human error – and you have to

trust your people to be professional• ‘Buddy scheme’ to sense check before putting it out• Everyone under Blacks brand but with own personalitiesResults• Media opportunities – much quicker and easier• Greater brand awareness• New relationships and real business opportunities

Let’s carry on the conversation about social media policies….

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www.engagecomms.co.uk/bloginfo@engagecomms.co.uk