There's a thin line between personal and professional boundaries when it comes to engaging on social media. How do you protect your company and the people you work with if you don't have clear guidelines about what is and is not acceptable to post or share with the public?
To keep your business reputation above the fray from unwanted virtual publicity, or to save an otherwise dedicated employee from a possible unfortunate misstep, experts from Forbes Human Resources Council discuss ideas to help leaders navigate social media communications and implement strategies that align with the company's values and its efforts to remain consistent.
Forbes Human Resources Council members share their insights.
Photos courtesy of individual members.1. Hire A Social Brand Strategist
Social brand strategists can create "toolkits" with examples of what great posts, interactions and content look like. Personal brand academies, through learning and development, are certification sessions that guide employees on digital footprints and personal brands. Weekly job spotlights with pre-written content and hashtags help support employer brands and mitigate questionable content. - Britton Bloch, Navy Federal
2. Ensure That Guidelines Align With The Code Of Conduct
Social media policies start by getting the right people in a room, including leadership, IT, communications and HR. It is up to HR to ensure the work policies and guidelines align with the company’s current code of conduct. Once the policy is in place, it is imperative that new and current employees are not only informed of the new policy but also understand it as well. - Niki Jorgensen, Insperity
3. Maintain A Consistent Policy To Deal With Violations
Social media is an integral part of everyone's life, individuals and organizations alike. The guidelines must emphasize ethical and responsible behavior when posting content, responding to others and spending time on social media platforms. They must be light, easy to comprehend and not too prescriptive. Maintain consistency in dealing with violations and share the results of those consequences openly. - Sudhir Singh, Pro Orgs
4. Balance Workplace Etiquette With Employee Expression
Social Media can be controversial as it relates to what an employee or employer sees as appropriate. Case study scenarios in a group setting allow for individuals to share their opinion and employers can gain insight into how their teams are thinking. New ways of thinking can be implemented collectively, striking a good balance between workplace etiquette and respecting and allowing employee expression. - Tiersa Smith-Hall, The Hartling Group
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5. Be Clear About Non-Work-Related Boundaries
Social media policies, like any other policies, should set clear expectations and include transparent information about the company's processes. Does the company have expectations about employees' non-work-related activities and behaviors? Does the company monitor personal social media activity? If so, that information should be included in the policy. - Laura Doner, LivewareHR
6. Make Policies That Reflect Company Culture
The company has to be clear about their expectation of employee behavior on social media. Social media policies should meet business needs and be congruent with other policies. Ultimately, people want to feel connected with the company they work for, and social media is often an expression of that connection. Therefore, social media policies should reflect the organizational culture. - Loren Rosario-Maldonado, Claro Enterprise Solutions, Inc.
7. Empower Your Employees As Social Ambassadors
We live in the digital age where the lines between our personal and professional lives are beyond gray. Rather than taking a draconian, heavy-handed approach, create your social media policies through an opportunistic lens. Give your employees guardrails for their posts and enable them to help promote your brand. Nothing attracts great talent better than firsthand employee accounts. - Stephanie Cramer, MGAC
8. Encourage Employees To Use Common Sense When Posting
There is no such thing as personal life privacy in the digital age. Anything employees do on their own time can become discoverable and may impact a company's relationship with that employee. If something could jeopardize your relationship with your employer, don't post it on social media. Freedom of speech is not the same as freedom from consequences. - Courtney Pace, Deloitte
