crafting a social media policy for your business tips from the experts by floyd arthur (ppt)
TRANSCRIPT
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Crafting a Social Media Policy for Your Business: Tips from the Experts
By Floyd Arthur
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As more and more companies use social media in their branding strategies, it has
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become increasingly important for every business to have a social media policy in place.
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Social media policies and procedures give employees important information about what
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they can and cannot post on platforms such as Instagram, Twitter and Facebook, and
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help your company manage risk.
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Social Media Policy
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The laws around social media policies are constantly evolving; Policies must balance
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protection of sensitive company information with employee rights. For example, the
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National Labor Relations Board has ruled that employees cannot be fired or disciplined
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for posting complaints about working conditions on social media. In general, a
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company’s social media policy cannot infringe upon employees’ First Amendment rights.
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What Should Your Social Media Policy Contain?
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To avoid employee free-speech issues, craft your social media policy as a guideline for
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employees rather than set-in-stone rules, the Small Business Administration warns.
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Some areas to touch upon include:
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Intellectual Property Rights
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Clearly tell employees that they cannot post content or images on the company website
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that belong to another person, company, website or blog. All content that comes from
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another source should be viewed as subject to intellectual property laws. That is, it
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cannot be used without the owner’s written consent.
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(Note: “Social sharing” buttons on a firm’s website that ask visitors to share content
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constitute consent.)
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Endorsements
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In general, employees who post anything about your company on social media must
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disclose their affiliation with you. For instance, if you ask your employees to mention
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your company on their Facebook page or Twitter feed, they should state that they work
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for the company and in what capacity in the post or tweet.
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Similarly, any financial incentives or promotional considerations you offer employees
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for mentioning your company on a social media channel must be “clearly and
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conspicuously” disclosed, according to the Federal Trade Commission’s Endorsement
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Guides. Prominently disclose affiliate relationships, wherein you promote another firm’s
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products on your website and are paid a commission for sales, as well.
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Confidentiality
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Spell out the types of company information that employees may not share. This typically includes:
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* Proprietary data, such as information about operations, promotions, advertising
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strategies and release dates
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* Customer information of any kind
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* Nonpublic financial information
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* Legal issues
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Additionally, encourage employees to avoid disclosing personal information online.
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Trademarks
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Include a statement in your social media policy that prohibits employees from using the
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company’s trademark or branding materials in a personal online post. Also advise them
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against posting photos or videos taken while they are wearing a company uniform or ID badge.
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Online Behavior
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Make sure your employees know that customer service is your primary concern.
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Employees should never resort to rudeness, crude language or defamatory statements
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when engaging with customers online.
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Your social media policy should also explicitly prohibit employees from making
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discriminatory statements online. This includes derogatory statements based on age,
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sex, race, color, creed, religion, ethnicity, sexual orientation, gender identity, national
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origin, citizenship, disability, marital status or any other legally recognized protected class.
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Such statements tarnish the company’s reputation and may place you in legal jeopardy as well.
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Consequences
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Outline the specific consequences to employees whose behavior that falls outside your
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social media guidelines. For example, will the employee receive a written warning for
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revealing sensitive company information or be summarily dismissed? Every employee
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needs to understand that the consequences of violating the guidelines may be severe.
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Tackling the problems associated with social media and online communications is a
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challenge facing businesses nationwide. Finding a balance between employee’s rights
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and protecting your company is not an easy task. Nevertheless, the Internet is a wide
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open playing field where your business may be exposed to many different types of risk.
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At Carmoon Group, we specialized in risk management strategies of all kinds. Whether
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you need help crafting a social media policy or it’s time for your annual insurance
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review, give us a call any weekday between 9 a.m. and 6 p.m. to speak to an agent about
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your needs. No time to make a call? Request a free consultation now and we’ll get back
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to you at a convenient time.