There are many ways to look at your company policy regarding internet, specifically social media, usage.
One perspective is that less is better. Total restriction of employee access is thought to reduce the possibility of employee judgement errors and thereby reduce liability.
Another perspective is that employees should be given free, unrestricted, uncontrolled access to the web. This is the policy of those without any policy. On paper it almost sounds ridiculous.
We believe that the answer is somewhere in between.
Responsible usage and earned trust
If the emergence of social media has taught us anything, it is that the web is beyond control. You cannot control the spread of good or bad information, you can only deal with it appropriately. In the same vein, you cannot truly restrict employee’s access to social media sites. Employees still have internet at home and–more than likely–in their pocket.
So what’s a business to do when they lose control?
Provide guidance.
A social media policy should not be a prison cell, it should be a fenced in yard.
The most effective social media policies provide clear boundaries, straightforward expectations and clear consequences, but also allow employees to play within those constraints.
Your employees are not the enemy
When putting together your social media policy it’s important to remember that your employees are on your team. No one wants to go “out of bounds.” No one willfully wants to harm their company; if they did, no policy or restrictions are going to protect the company from that individual.
An effective social media policy is coupled with a social media strategy. These two documents together provide the blueprint for approved social media usage. This approach provides a healthy balance between setting employees free, while still reigning them in.
Resist
Resist the temptation to make the punishments too sever, too early on.
Resist the temptation to make the policy too restrictive.
Instead focus on the most important areas of risk. In highly regulated industries this includes anything that could result in fines, or worse. In less regulated and unregulated industries, it’s often better to trust your employees, and give them some clear expectations about how to represent the brand.
Level Up
One other approach that has been very effective is to create a company-endorsed training program whereby employees can earn their access. This allows people to learn the ropes while gaining a feeling of accomplishment and trust.
Try creating a 3-5 part training course whereby employees demonstrate responsible usage and earn the ability to use social media on behalf of the company.
What’s your policy?
Do you have one? What have you found to work well? What are your concerns?
Sound off in the comments.