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Sarah Wallace spoke at SMBME on how to start crafting a social media policy and why it is important.
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SOCIAL MEDIA POLICIES:Does anyone have them?
Sarah Wallace
Freelance Writer, Editor, Consultant
www.sarahwallace.com
For 75% of corporations, the answer is “No”
YES NO UNSURE
Worldwide 20% 75% 5%
Americas 29% 69% 2%
Percentage of Employers With Social Media Policy
More than 34,000 employers surveyed worldwide were asked if they had a social media policy in place
Data from Manpower Inc. International
Why should you have a social media policy
Efficiency Consistency Privacy/Security
Reputation
“Taking account of the time spent debating, formulating, managing and executing social media campaigns — not to mention creating content — makes it clear that money is at stake and a well-thought-out plan is needed.”
- Paul Verna, Senior Analyst at Emarketer
Okay, where do I start?
A comprehensive social media policy will serve two purposes
Guidelines for how employees can or cannot use social media in or outside of the workplace
Implementation Employee Usage
Guidelines for how the business will implement/ utilize social media
Implementation: Time
Whether it’s blogging, Twitter or Facebook, it takes time to do social media.
Consider this when you’re establishing your social media budget and establishing policy guidelines.
Creation Engagement Monitoring
Social Media Entails:
Time
Implementation: Who
? ?Who
The person doing your social media should be:
Someone who’ll properly represent the voice of your company
Be able to communicate in an articulate and concise manner
Because you’ll find you not only use social media as a marketing/branding tool but as a sales, customer service and even [in some cases] an IT tool. The person doing your social media will be representing your business from all these fronts.
Why?
Implementation: Consistency
Make sure your social media content is in line with other departments. Communication is key.
Traditional Marketing/PR
Customer Service
Production
Implementation: Communication
Misinformation Redundancy Contradiction Inconsistent verbiage and tone
*This is crucial among departments and also if more than one person is conducting social media
Communication is key because it prevents:
Implementation: Copyright & Fair Usage
It’s not rocket science, but make sure whoever is doing your social media knows to cite and give credit where it is due.
Be aware of copyright and fair usage when writing
Implementation: Damage Control
How do you respond Who can respond Chain of command Accessibility
Two senior staff members who worked at an Alabama NBC affiliate station were suspended after a billboard with a live Twitter feed seemingly accused its three anchors of rape.
Have a procedure in place for damage control
Implementation: Tracking & Monitoring
Have a baseline measurement prior to implementing social media then track your progress along the way
Qualitative
Web hits Fans/Followers Blog comments Number of Replies/Retweets Conversion to sales
Quantitative
Are we part of industry conversations? Are we participating in platforms where we previously had no voice? Are we building a better relationship with our key audience/customers?
Implementation: Security Issues
Installing recommended plug-ins will help keep your website secure from hackers and exploits
Install Recommended Plugins
If a hacker already knows your username that’s half the battle, it’s highly recommended to rename the default admin account to a unique user name
Change Default Admin Name
It’s important you use different usernames and passwords for each portal otherwise, if they figure one, they’ll hack the rest
Use Different Passwords onEach Social Media Portal Mike Spinney
Privacy Consultant and Principal
Ph. 978-660-4053Email: [email protected]
Mike provides guidance on policy development for companies concerned with the security and privacy implications of social media use by employees.
SixWeight
InfoSecurus, Inc.David JacquetPh: (207) 514 0599 Email: [email protected]: http://www.infosecurus.com
An information security services firm
Employees: Usage
Employee usage and behavior can effect productivity and reputation of your company
Usage during work Divulging of proprietary information Misrepresenting the company
ABOUT SARAH WALLACE
Sarah Wallace works as a freelance writer specializing in social media writing services. She helps clients with their blogs, Facebook, Twitter, e-newsletters, web copy, Search Engine Optimization and press releases. In addition to performing these services, Wallace also provides editing, consulting and monitoring/analysis.
Wallace has spent the past two decades writing for both print and web and has worked as a reporter and editor for various newspapers, magazines and web sites. She has also served as a technical writer for organizations like the Smithsonian and KPMG, a research analyst for the telecom industry and a screenwriter for PBS.
Wallace currently maintains her own blogs and is a guest blogger for the Guiding Stars web site. You may learn more about Wallace’s writing services at http://www.sarahwallace.com or email her at [email protected]
