The best social media strategy in the world can be quickly derailed by weak or non-existent policy. In fact, it can derail an entire company. Think that’s a little harsh? Just ask the brass at Domino’s.
Haven’t heard about the Domino’s debacle? Here’s a quick rundown. Last April, some Domino’s employees at a location in North Carolina had the great idea make a video of themselves preparing food in what can be gently described as a ‘not so sanitary manner’. They put the videos on YouTube and they spread like wild fire. What happened next is well documented and is an amazing case study in righting a wrong. A simple Google search will fetch you the information, so I won’t go too far into it here. But, what almost crippled Domino’s wasn’t the fact that these clowns did what they did, it was the fact that Domino’s had no policy or procedure in place to either deal with the fallout or respond to it in an efficient way.
So, if you are a business or nonprofit who is getting started with a social media plan, you must take the time to discuss policy and best practice within your organization before you dive in. Why? Once you are out there in the world of social media, the potential exists for your employees or business partners to speak on your behalf. If things turn negative, you need to know how you will deal with them.
You also need to make crystal clear to your employees what type of behavior is expected of them online. Whether they or you like it or not, your employees act as a voice for your company on social media. When they fill out their Facebook profile and list XYZ Company as their employer, their thoughts and views can be seen as the thoughts and views of XYZ Company. Obviously, you can’t stop them from doing what they do on their own time, but policy gives you a level of separation from them when things go wrong. Domino’s didn’t have that, and they were harshly criticized for it.
Things to think about when it comes to policy:
• Who can and can’t officially add content to the organization’s “official” profiles?
• What level of accountability do your employees have for behavior on personal social media outlets?
• How will your organization respond to negative criticism? Will it be on the fly, or will a committee address each instance?
• Who speaks for the organization in person, if clients, business partners, or the press question your social media activity?
• Who assesses the appropriateness of content? Again, on the fly or by committee?
All this, and more, must be on paper and made clear within your organization before activity begins. A good policy can protect the company and answer many questions that are bound to come up from stakeholders and other internal and external parties. It’s a must as a first step, and is exactly where my company is right now.
Have experience with social media policy? Please share your thoughts in the comments section.
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