Reading Time: 4 minutes

Updated: 9/21/2022

Post-pandemic is perhaps the most exciting time in social media history since its golden age in the early 2000s. Technology is moving at warp speed due to the pandemic, changing social perspectives and has become a powerful driver of evolution.  Additionally, privacy demands are pushing brands to get creative in an unprecedented way to build audiences, campaign lists and fill lead pipelines.

The result? Social media content is becoming customized to adapt to users’ individual needs, wants, and preferences. One desire taking center stage currently is users’ demand for more privacy. The Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) are two prime examples of this shift. These legislature pieces give individuals more control over how companies use, collect, store, and process their personal information.

These factors have made it necessary for marketers to straddle the line between legal requirements and cultural shifts while maintaining control of their brand’s messaging online, including:

  • Website terms of use policies
  • Cookie policies
  • Privacy policies
  • Compliance with user terms and conditions
  • Web hosting companies
  • Social media platforms

It is essential to review internal docs for compliance with these laws, as well. Documents to review include GDPR handbooks and checklists, social media policies, signed agreements by all staff and codes of conduct.

Now is the time to audit the company’s social media content policy. Here are a few ideas to consider:

Content

Meticulously reviewing previously posted content and future content is ground zero for a thorough social media policy audit. An organization can never be too careful about the content it posts, which has become a priority during a time when tensions often run high.

The bonus: updated content has search engine perks.  Fresher content, which includes refreshed and current content, is something both readers and search engines love.

Brand Voice and Image

Branding is powerful right now and is the reason why companies should carefully examine their brand voice and image to ensure they reflect culture shifts to values such as:

  • Respectful
  • Compassionate
  • Impartiality
  • Authentic
  • Relatable
  • Responsible
  • Trustworthy
  • Ethical

PRO TIP:  Keep in mind that it’s not just the content that your organization produces or how your workers represent the company that impacts the brand.  Simple elements such as the reputation your organization has online, how you handle online trolls/bullying and other questionable conduct among comments, and the timeline for online service issues all play a role in your brand’s image.

Internal Social Media Policy

Businesses must establish a social media policy – for all employees at every level. The policy should consider some of the following elements:

  • The official social media accounts of the company and its authorized employees
  • The official social media representatives of the company
  • Training and/or certification programs that encourage all employees to get involved in social media to strengthen the brand
  • A Q&A area that covers the business code of conduct and ethics and the internal knowledge base of files
  • Do’s
    • Be authentic and transparent
    • Consider the consequences of posting certain content
    • Give credit and validate the credibility of the source
    • Include the disclaimer “this is my opinion.”
      • Unless authorized as a company representative, anything written about the company should also include this statement.
    • Please think carefully before the employee shares or discloses information about themselves or others online
  • Don’ts
    • Discrimination or hate speech
    • Let social media interfere with the job
    • Use the company logo as their social media avatar
    • Share intellectual and/proprietary information, illegal content and content that is embarrassing, obscene or of a sexual nature
    • Disclose the names or identifying information of patients, clients or other employees
    • Discuss co-workers, promotions, financial matters, strategies or legal information
    • Violate the rights of third parties such as copyright infringement
    • Ignore the terms of use or community standards for the social media platform or channel
  • The legal right for the company to monitor employee and stakeholders’ social media accounts and hold them responsible for behavior deemed harmful to the business

Social Media Policy for the Public

It is a good idea for an organization to add a formal social media policy with guidelines for the public in some cases. This policy aims to govern the public’s interaction with the brand on social media platforms.

Terms of public-facing social media policies can include actions the brand considers violations – the repercussions – for example:  blocking a user who makes inappropriate comments on posts.

The positive side of a policy visible to the public includes clarifying social, cultural, or other topics that the company expresses are part of its social good/social mission. This can attract key stakeholders who are essential to strengthening the organization’s position within the market.

Standards and Policing

Companies must maintain control of the discourse held on their social media platforms. Comments made by followers and visitors can and will be held against the business. Therefore, it is essential to appoint moderators to every single platform. These moderators will keep an eye on conversations and step in if necessary.

Standards used in moderation include:

  • Negative or abusive comments
  • Trolling behavior (e.g., bullying, harassing, comment spamming, etc.)
  • Disrespecting fellow users in any way
  • Violating a social media platform/channel’s terms of use or community standards
  • Infringing on the rights of a third party such as copyrighted content

Crisis Preparation

At some point, even the best-laid plans for social media platforms will encounter snags. When and if a crisis arises, brands should be prepared. They should have a plan around the following:

  • The person(s) designated to respond to crises
  • Canned messages/templates to ensure consistency
  • Expected timelines for responses
  • When to obtain professional assistance from a legal firm and/or public relations agency

The social media landscape is changing at a rapid pace with no end in sight. Businesses that seize the opportunity to be leaders in this area will enjoy the fruit of their labor for years to come.

 

Uncertain times call for creative thinking. Contact Gavel International to be inspired with solutions that connect and engage your people.

Eloisa Mendez
Latest posts by Eloisa Mendez (see all)