How clear is your business’ social media policy?

Thinking of refreshing your company’s social media policy?

Damian Kelly provides some food for thought.

The dispute between Gary Lineker and the BBC around his social media activity earlier this year highlighted the need for a clear social media policy to avoid ambiguity.

The very public row also demonstrated the importance of extending a social media policy to anybody who represents the brand and the business –employees, contractors, and freelancers.

You may be tempted to think that if a social media policy is in place, it will automatically be clear who it applies to, and people will understand how it impacts them. However, this is a risky approach. If your business uses freelancers, contractors, and other third parties then you should ensure they are aware of, and adhere to, your social media policy to help protect your brand.

As much as social media can enhance brand awareness, it can be equally powerful when it comes to damaging brands too. Your social media policy should, therefore, make it clear that staff can be held accountable for their actions if, for example, they say something derogatory about your business on one of their channels.

The best way to avoid the situation that the BBC found itself in is to provide clear detail and training on your social media policy to all employees, contractors, and freelancers. Should a dispute arise around their social media usage, if you have offered adequate training then they will be less likely to be able to claim they were unaware of how the policy affected them.

Damian Kelly

E: damian.kelly@lodders.co.uk

T: 01789 339110