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Social media is part of our everyday life. We move in social networks quite naturally as well as in real life, sharing, consuming and commenting. The separation between work and private life has been spongy online for a long time – and this also applies to those who do not even deal professionally with social media.
That is why it is important for companies to provide employees with guidelines that answer questions, eliminate uncertainties and prevent possible mistakes and crises. I’ll show you what you should consider when creating and using the Social Media Guidelines.
Social Media Guidelines
The distinction between Social Media Guidelines and the Social Media Policy is important in advance . At best, you have defined both for your business. The policy is legally binding and primarily regulates labor law principles, data protection and the like.
The guidelines are exactly what the name says: guidelines for employees. They are intended for the daily and practical use of the social networks , because they give concrete tips and hints and may even make you want to make the company more visible. They are usually not legally binding, but could be in the form of a supplement to the employment contract.
Different Target Groups, Different Content
What you also need to be aware of beforehand: Who are the guidelines for? Should you inform employees who post via the company channels, who are perceived as corporate influencers or who have no official mandate?
Depending on the target group, some additional points have to be added, adjusted or omitted. Of course you can also put everything in a document. In this case, however, identify which sections are important for whom.
What Must Be in the Social Media Guidelines?
As I said: The Social Media Guidelines are concrete suggestions and recommendations for communication in the social networks. So certain policies and principles should definitely be regulated in it. The following are examples of well-chosen classics that you should consider:
What messages do you want to spread as a company? What statements should employees have in mind when communicating?
How should employees communicate about their personal accounts in relation to the company or the company accounts themselves? Are there consistent formulations that need to be considered?
How should employees identify on their channels that they work for your company? How much transparency with regard to the authors of postings and answers should there be on the company accounts themselves (eg identification by the initials)?
Which private postings should be marked as advertising , which not? Create clarity for your employees.
How should employees react when they come across online criticism of the company? Is there a regular procedure? How do you deal with internal criticism? Do you post them publicly or are there internal channels that might be more useful in such cases?
Errors are human and happen every now and then: how should employees react in this case?
Respect, decency and the truth should also be included in your guidelines as unshakeable principles.
In addition, make it clear to whom the Social Media Guidelines are directed and to whom the employees can turn with questions.
Create Your Own Social Media Guidelines
Content wise as well as formally, individuality is also advisable in the Social Media Guidelines. Do not copy without meaning and understanding from other companies or templates. Above all, the tonality you should adapt to their corporate communications.
When formulating, be sure to formulate sentences that are as short and clear as possible. Technical terms should be explained according to the target group. The guidelines should provide security and not stir up uncertainties.
Therefore, be sure to vote the social media guidelines with your legal department . Especially the guidelines in terms of advertising labeling, company internal u.รค. should be legally clean.
The Social Media Guidelines Are Ready. And Now?
Let’s be honest: No employee enjoys reading a sheet of white paper with a lot of dry text. Sure, you can staple it as an attachment to the employment contract and have it signed, so that they are legally binding for employees.
But if you want the Social Media Guidelines to be present in the long term and not perceived as a nuisance, you must market them internally.
Be proactive and communicate the content to employees and colleagues rather than having the document dusted in a folder or company wiki. In a presentation, you can convey the content quite differently than on paper.
Maybe you can focus on each item in an entertaining video that you create with the help of colleagues? Or you choose GIFs in your presentation to match the points in the guideline – after all, it’s all about social media!
Another Possibility: Work out the key points of the social media guidelines and present them in a neat infographic short and crisp – so that every employee can pin her next to the desk.
Certainly not every company policy allows for everything, but there is nothing wrong with creativity. So, get creative, work with examples . Employees are more likely to remember it than the white sheet of paper.
According to the Social Media Guidelines is before the Social Media Guidelines
However, what you should do in any case with your elaborated guidelines: Revise them regularly. The internet and social media are constantly changing and your business and employees need to be prepared for it.
Accordingly, your Social Media Guidelines and your suggestions for action should be regularly reviewed and adjusted if necessary. 5-year-old social media usage advice will not add security to your employees or to your business. Take your time!
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