No successful employee advocacy program is without a sturdy, but flexible, social media policy. As the social media landscape evolves — and as more and more employees become active on social media — you need a policy that lays the groundwork for your employee advocacy program but can adjust as the industry changes. Creating a social media policy is the first step in creating a culture where employees feel safe sharing about the brand online. However, there isn’t a one-size-fits-all social media policy for brands to follow. Each industry and brand will have unique needs that their social media policy should cover.
According to Chris Boudreaux, founder of Social Media Governance, “As you think about how you want to use policies to support your social media efforts, you should determine the different types of documents you need based on what they accomplish and best practices within each. Most companies benefit from publishing multiple policy documents to support their social media efforts.”
To find out more about how other brands have tackled creating and distributing their social media policies, Boudreaux has provided an entire archive of brands’ social media policies.
At SocialChorus, we work with a multitude of brands on creating a social media policy for their employee advocacy programs. To get started, we advise beginning with the goals you’d like to achieve with employee advocacy. For example, one Fortune 200 Consumer Packaged Goods Company started creating their social media policy by outlining these top five goals:
- Drive employee advocate adoption and engagement to thousands
- Provide social media and employee advocacy training
- Amplify brand messaging
- Promote brand content
- Guide employees through social media best practices
Get Buy-In From Key Departments
It’s incredibly important in the beginning to include important stakeholders within the company such as the legal department, human resources, corporate communications and marketing. These stakeholders will be able to make sure that your policy meets compliance and security regulations, while also providing the first touchpoint in training employees on good social media judgement for speaking on behalf of your brand.
As you open the process of to various stakeholders and other departments, it’s important to be prepared to answer these questions: Once it’s sure that the new social media policy meets compliance and security regulations, this team is key for deciding:
- How employee advocacy will advances major business initiatives
- A clear plan on how training will be executed
- Showing employees how easy the platform is to use
- Who will provide relevant and engaging content
Once you’ve gotten started with creating a social media policy, you can then start to create employee advocacy training materials based on that policy. The policy will work as a guide that will inform all of your employee advocacy program. It’s easy to get started! Find out more in our ebook, How to Train Employee Advocates: A 7 Step Guide to Activating 100 Employee Advocates in 30 Days
This article originally appeared on the SocialChorus Employee Engagement Blog