It seems as if just about everyone is on social media these days. And while that can be a huge benefit in some ways, it also poses a few major risks. Make a few social errors, whether they’re big or small, and they’re out there for the entire world to see.

And when it comes to public relations for your brand, a particularly egregious error on the part of an employee could end up becoming a major problem.

Now, that’s a worst-case scenario. But even if your employees aren’t engaging in social media activities that turn customers away, they still might post something that causes you internal trouble in ways you wouldn’t expect. So what’s an employer to do?

Lay Some Ground Rules

This is why more and more companies are setting social media policies that lay the ground rules for what employees can and cannot do online, both on behalf of your business and in their personal lives.

“Whoa,” you think, “that seems pretty strict! I don’t want my employees to feel as if I’m controlling that part of their life.”

That’s a fair concern to have — but social media policies serve as a reminder to your employees that their presence online is part of their public persona, and that reflects on your company whether you like it or not. Just a few basic rules can make a huge difference in protecting your company’s reputation (and sometimes even avoiding legal disputes).

Furthermore, if you keep your policies focused on being positive and encouraging rather than negative and discouraging, you can ensure your team uses social media to be an advocate for your brand and represent your company online.

When you’re putting together a social media policy, here are some tips to keep in mind:

Keep it simple and basic

While you might think a thorough pages-long policy is best, it’s not necessary in this situation. What you want to focus on are a few basic rules about what employees should and should not do. Remember that your policy will evolve based on situations that arise and future needs you encounter.

Emphasize that certain topics and language are off-limits

Acknowledge that your employees are allowed (and encouraged) to embrace their own interests and personalities, and their presence on social media is part of their own identity. Nobody is going to begrudge them for sharing political opinions, using mild language, or suggesting they have a sex life. But if their posts are of a graphic nature, then their poor choices could reflect poorly on your brand — make it clear that off-color jokes, hate speech, sexually explicit images or content, or anything that violates the law will not be tolerated. This is especially important if your employee has linked your company page to their bio or about section.

For example, if your employee has your business listed on Facebook as their place of employment and they share a racist joke on their timeline, this could instigate a PR nightmare for you. Make it clear that this is not acceptable — even if the employee’s profile is set to private.

Be clear that your company’s inside information cannot be shared online.

Some employees may not even realize that they’re crossing a line with what they post — they think it’s funny or harmless. But what happens if an employee writes a blog post about strategic planning your company is doing, or shares details about a product launch prematurely? What happens if they share a candid photo of a customer with a caption making fun of them? It’s important to be clear that these kinds of social media posts can be damaging to your company.

Set rules on when and how employees can speak on behalf of your business.

 There will be times when an employee might have to settle a dispute in an online forum. Maybe it’s as simple as somebody asking a question. Maybe it’s as complicated as somebody leaving a negative review. Set rules on how an employee is allowed to approach these situations. If they are allowed to answer questions or address negative feedback, they should make it clear they are merely an employee and their response is not a formal statement by your business. It also helps to set guidelines on when an official statement is necessary and how an employee can signal those situations to the right person within your business.

Encourage posting about work in appropriate, positive ways.

Remember how we mentioned focusing on the positive? Your social media policy should include mention of ways employees can promote your business. Give them permission to post about “a day in the life,” exciting company news (once it becomes public, of course), volunteer or charity efforts on behalf of the company, and any upcoming events they want their followers to know about. After all, they enjoy working for you — if given the go-ahead, they’ll want to talk you up on social media!

Our team at ASMM Digital handles all aspects of your online presence, and that includes providing guidance on creating appropriate social media policies for your employees. Reach out to our team today by emailing ann@asmmdigital.com or calling 443-679-4916.