SOCIAL MEDIA POLICY,
GUIDELINES, AND PROTOCOL
WSPRA
Social Media Policy
1.
Overall policy considerations
2.
Policy considerations for WSPRA
3.
Policy for schools
Why have a social media & blog policies
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New media channels and internet services have changed
the way we communicate
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Personal information at display on blogs, Facebook etc.
The line between the personal and the professional sphere gets blurred.
Corporate information available from lots of sources.
Users spread information about brands, products and companies.
Internet allows viral spread of information
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Bad news travel fast.
Good news can also travel fast.
Media and the blogosphere influence each other.
A social media policy should…
"The true goal of every type of social media or web
policy should be to make interacting on the social
web easier, more comfortable, and safer for your
stakeholders."
http://associationmarketing.blogspot.com/search/label/social%20media%20policies
A good social media policy will…
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Educate as well as guide
Provide instructive input to equip
people with basic new media
knowledge
Complement an existing code of
conduct
“Educate on”, respect and enforce
privacy guidelines
Set constructive boundaries
A social media policy is not…
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A replacement for sound leadership
Divorced from corporate codes of conduct
Designed to app
Advice:
Need to address:
 Unofficial outposts
 Offical outposts
 Home base
Set constructive boundaries.
Sample Policies:
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Be trained
Provide unique perspectives
Post meaningful content
Be respectful and responsive
Respect confidentiality
Transparency
Follow the Intel Code of Conduct and Privacy Policy
(you do have those, right?)
http://www.intel.com/sites/sitewide/en_US/social-media.htm
Sample Policies:
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Follow all existing Mayo Clinic policies
Write in the first person
Disclose your relationship
Use personal contact information
Be respectful
Get your job done
Ask!
http://sharing.mayoclinic.org/guidelines/for-mayo-clinic-employees/
Policy Advice: HR Capitalist
“[Organization] encourages team members to be active in
social media as a representative of our company. Only three
rules – be real, add value and don’t say anything that would
embarrass your mom. If your mom has low standards, then
don’t say anything you wouldn’t want to see on the front page
of USA Today. Simple enough.“
"P.S. - You're responsible for all the other stuff in the handbook
when you're twittering, blogging, Facebooking or whatever it is
that you crazy kids are doing these days."
Simple rules to live by:
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Hope for the best, but plan for the worst
and
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It’s easier and cheaper to keep yourself
out of trouble than to get yourself out of
trouble
You’ve got risks?
We've got remedies…
 Community policing
 User agreements
 Advanced opt-outs
 Disclaimers
 Insurance
 Indemnification
Best practices in policies
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DON'T start with banning
DO have a reason
DON'T be draconian
DO keep it simple
DO be flexible and realistic
DON'T allow anonymous participation
DON'T make technology a scapegoat
www.schoollibraryjournal.com/article/CA6639197.html?nid=2413&source=link&rid=1939275186&
8 KEY CONSIDERATIONS FOR
YOUR SOCIAL MEDIA POLICY
1. Introduce the purpose of social media
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What’s in it for the reader?
Explain the benefits of “doing it right”
Focus on what people can do (even give ideas)
Leverage the positive
Social media isn’t restrictive – your policy shouldn’t
be either
2. Be responsible for your content
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Opinions are fine – don’t say anything stupid
Everything (words, spelling, video images, scenery,
angle, etc.) matters
Content should be representative of the
organization and its culture (or the culture you want)
It’s all about good judgment & common sense!
3. Emphasize your organization's values.
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Most social media concerns can be addressed by
deferring to the core values or DNA of how the
organization functions
Fundamentals are more important than fancy
policies
Even in a separate social media policy, there are
non-negotiables that won’t change (hence, social
media won’t “change” an organization either)
4. Remind people of existing rules
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Again – there are likely codes and rules that you
have that will survive the social media litmus test
Revisit other ancillary policies (privacy, IT usage,
harassment, etc.)
EVERYTHING can come into play in social media
5. The importance of authenticity & transparency
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No anonymous posting – remember Whole Foods
Disclose all affiliations
Golden rule
Transparency…but keep trade secrets &
confidential stuff under wraps
Setup a protocol for “defending” the organization
6. Use disclaimers wisely
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Outing your vested interest before you’re exposed
by someone else
Provide sample language
If you’re nervous, include std. disclaimer on
everything.
7. Confidential Info
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Certain things should never make it to the web
Clients, patients, students, employee matters, legal
matters…etc…
There’s no wiggle room on this – must have crystal
clear understanding!
8. Productivity
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What times are in and out of bounds for social
media usage?
If adding to job role – clearly spell out what’s
expected – can be a sinkhole of time!
Guide them to tools that help maximize productivity
and minimize distractions…
Who needs to be involved?
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Superintendent
Administrators
School board
HR Professionals
Legal counsel
Students (aka constituents)
Teachers
…anyone who may be affected by the policy
Air Force Response
Policy
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Founded in sound social
media guidelines
Social Media Policy
Q&A
Need help after the presentation? Email dana@marketingsavant.com