Writing Social Media Guidelines for Companies

Why you need them and where to

start?

03/10/12

Helene Debaisieux

Friday Session #48

Follow @Cleverwood Use #FridaySession

Plan

1.  Introduction o  Definition o  Why guidelines?

2.  How to start with guidelines? o  The challenges o  The keypoints

3.  Cases

4.  Conclusion

2

Introduction

3

Definition

These tools have no legal obligations, they are more related to « good practices » encouragement (soft law) than to Justice sanctions.

4

Policies Code of Conduct Guidelines

Model Rules Rules Instructions

Goals Determination of behaviors

Determination of responsabilities

Determination of behaviors

Influence Engaging Ethical Practical

Contain Rights, duties Values, concepts Do’s, don’ts

Example Privacy Policies Code of Business Webmaster guidelines

Why guidelines?

5

« A 17-year-old boy arrested as part of an investigation into Twitter messages sent to the diver Tom Daley after he and team-mate Pete Waterfield missed out on a medal on Monday has been issued with a harassment warning. »

Why guidelines?

6

Your employees are your best brand ambassadors but they can be your worst destroyers if they don’t learn how to use social media correctly.

Why guidelines?

7

Even for your community managers, things are not always clear… You need to set-up conversation guidelines.

How to start with guidelines?

8

The challenges

1.  Format •  Make them clear, easy •  Make them fun •  Engage

2.  Implementation •  Involve the whole company •  Define the limits

3.  Education •  Find a SPOC •  Make them accessible •  Explain, develop, teach

4.  Pertinency •  Adapt the document to personal

experiences •  Keep them current •  Review guidelines after incidents

9

Format

Implementation

Education

Pertinency

The basics

1.  Professional versus private

Ø  Limits of transparency Ø  Who are you? Who are you speaking for?

2.  Data protection

Ø  « Oubli numérique » Ø  Confidentiality

3.  Responsability

Ø  Personal versus professional Ø  Add values Ø  Think before you ink

10

The basics

4.  Respect

Ø  The audience Ø  The copyright Ø  Legal aspects and terms of use Ø  Company reputation

5.  « Sanctions »

Ø  Show the importance and the relevance of those rules

11

Cases

12

Cases: MeltWater Group guidelines

13

Cases: Employees

14

Conclusion

15

Conclusion

16

close your eyes about social media

make it simple, make it fun

make your employees proud of working for you

avoid any issue to happen

See you next Friday Session!

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