Writing a social media policy is extremely important, especially for larger businesses. Not only can it outline how you expect employees to represent your brand online, but a public-facing policy gives your audience rules of engagement that outline your expectation for their conduct. These documents might not seem valuable to your team initially, but inevitably, employees post things online–some things that may not always positively reflect your brand–so having an action plan in place to address those issues will save you a headache.
Research and compare to see what other brands have in place to pull initial ideas together. First, build an outline, and then be ready to review with key stakeholders within your organization.
This list isn’t exhaustive, but Sprout Social provides detailed considerations for building your policy.
Make sure that your brand is prepared to engage with comments, both positive and negative, but have a plan in place for if a person publishes defamatory content. The CDC outlines its rules well on its Facebook for commenters to see, which social media managers could also link to as a reference if a user asks why comments were deleted.
Know where these documents will live once they are complete, and make sure you present the employee policy internally to ensure you’re able to answer any questions. Many social media channels allow you to link your public social media policy, so publish it to your website and connect the policy to the profile. Our agency recommendation is to have the public policy published in as many locations as possible to make it easily accessible, so link it from your page, publish it in your “about” details, and make it discoverable on your website through a menu.
Recognize that you may need to change the policy in the future but establishing these rules will lead to a more confident and organized social media presence.