Why Do We Need a Social Media Policy?

While giving a webinar, Managing the Risks of Social Media, for Higher Logic, I got an unexpected question: â€œWhy do we need a social media policy?†My first thought was Duh! Of course you need a social media policy. The structure and need for social media policies or guidelines have gotten a lot of press and more is written every day. Every social media practitioner (Maddie, Lindy, and me to name a few) will tell you that you need one. I co-authored a white paper with SocialFish about social media policies. Another indication of social media guidelines importance is Social Media Governance‘s online collection of over 150 social media policies. But few of the writings address the issue of why.

Social media has been labeled as either the salvation or death of associations; something to be revered or feared. Regardless of your beliefs about social media, it is here to stay – 500 million people on Facebook or 175 million registered users of Twitter can’t all be wrong. Even if your association is not using social media to share your story, it is imperative for reputation management and market research. Therefore, every association needs a social media policy.

For you older folks, remember when email arrived? First it was a fad or just for a few, perhaps senior management. We saw limited business use and couldn’t imagine why anyone would waste their time with email. Then someone invented email discussion forums, and many members would be angry if you took them away. But back then these forums were considered a hazard to productivity, employers wanted to limit access. To combat these issues, associations wrote email policies for the employee handbook and trained their staff on the proper business use of email. You still have forum guidelines which you still have to refer to when someone crosses the line. Social media guidelines are no different.

Associations have lots of policies and guidelines. Your employee handbook is full of such documents and should also include social media guidelines. The mere process of writing policies and guidelines serves is helpful in clarifying your intent and tell people what you expect them to do.

Clarification

After crafting your social media strategy, you need to develop your tactics, one of which is social media guidelines. The writing process helps clarify your social media goals and the role your employees and members play in the plan. As you write, you have to determine how you want your employees to interact online and why it is important to your association.

Expectations

People want (actually need) to know what you expect of them; it is critical to effective employee engagement and satisfaction. Well-written social media guidelines share your expectations with your employees. They will know whether and how they can participate in social media. Employees will know acceptable online behaviors and your rules of engagement.  So it will be easier for them to be successful while knowing what they can and cannot do and the consequences of not following the guidelines.

Education

Social media is another tool for your employees and members to do their respective jobs. However, you need to train them how to use these tools effectively. Social media has its own culture, norms and etiquette. You need to teach your people how to use the new media, its etiquette and even its dangers. Your social media guidelines provide a format for this education. Don’t just publish the guidelines and expect people to follow them. Give them hands on training and exposure to social media for business use. They are already on Facebook, LinkedIn and Flickr.

As you write your social media policy (guidelines), clarify your association’s social media goals and objectives. The writing and approval process enables you to understand your needs and expectations of your organization, its employees and members. The guidelines explain the employees’ roles (expectations) and how to behave online. The drafting process provides you clarity. The result is well worth the effort.