Social media has its issues. Facebook has been questioned many times over its lack of privacy protection for users, facial recognition concerns have arisen, and copyright infringement instances have all been in the news. However, social media is also, at its core, a tool for amplification. Social justice, climate, and calls for policy reform have all benefited from advocates taking their cause and voice to social media platforms. With that increased volume, however, comes some users and commenters who cross the line into hate speech, cyberbullying, and harassment. The real problem for a business is what to do when the instigator is one of your employees.
In a cancel culture, people can be hesitant to make what feels like a rash decision when put on the spot to respond for the actions of an employee. That’s why the best strategy is to have a plan or policy in place ahead of an actual incident which requires a response from your business. Knowing your brand voice and communicating expectations to employees before there is a problem is how you can ensure that policies are not in place to be punitive; rather, you’re relying on written expectations as a way to protect your employees from losing their job over something they may not have known to be unacceptable.
Social media is obviously used to express opinions, but the original purpose of social media was connection. People connect with their friends, family, and co-workers, as well as businesses, companies, celebrities, and more. To attempt to restrict an employee’s ability to use social media completely is unrealistic and also potentially detrimental to your business’s growth.
The problem comes when someone who has connections to the company posts something extremely inappropriate or contrary to what the company stands for. When their profile information is public, it is all too easy to connect the user to their job, family, and friends. Employees in modern society are rarely disconnected from their devices and are never separated as extensions of their careers.
This is where a company-wide social media policy may come in to potentially save everyone a whole lot of headaches and questions.
What is a Social Media Policy?
A social media policy is a living document that sets out guidelines for your business’s social media use. Not only does it cover your company’s official social media channels, but it also gives direction for your employees’ personal and professional use of social media, reminding them that what they choose to post, share, comment on, like, or engage with is a direct reflection of their role as a part of the company, regardless of the company’s official stance on any given issue.
Why Do I Need a Social Media Policy?
An official social media policy does more than police what your employees post on their personal profiles. It helps you maintain your company’s brand identity, prevent security breaches and PR crises, and allows you to act quickly if a crisis does occur. Most importantly, if your business is already heavily regulated by policy, it communicates clear expectations to employees on how they can keep their positions and grow in their roles at the company.
It allows you to be upfront with your employees about their social media expectations and responsibilities and to treat legal and regulatory situations with sensitivity.
Do I Need a Social Media Policy, Really?
Not every business will find policy is the best way to approach the topic of professionalism on social media with their employees. If your company is small or doesn’t rely heavily on policy to dictate employee behavior, writing a policy for social media may be more harmful than helpful, according to Charlotte business attorney Mathew Flatow. “Often, simply having a conversation with your employees on a very real and specific level can help avoid any future issues with an employee’s use of social media,” explains Flatow. “Policies written beyond the letter of the law may actually pose additional legal concerns for a business down the road.” Flatow suggests first following the precedent your business has set for other employee expectations. If that isn’t working, a policy may be appropriate but should be written by an experienced business lawyer to avoid common pitfalls.
So, Yes or No on the Policy?
The answer is dependent on the culture of your business. Talk with both a legal professional and your social media strategist to determine if policy is the right move for your business. In either case, you’ll need to be prepared on how to address issues that will likely come up in the near future (if they haven’t already). In a cycle of political campaigning, elections, racial justice headlines, economic strife, public health crises, and environmental calls to action, the chances are high that someone may let the heat of a moment dictate their actions and bring negative attention to themselves…and to your business.