Basic Social Media Strategy and what it should entail

1. Social Media Policy
The do’s and don’ts
What’sinitforyou?
Pinnacle
Jason Fischer
@jasonfischer
Marketing/Customer Service
November 9, 2010

2. SHOULD I HAVE A POLICY?
Social Media Policy

4. THE PROS OF BLOCKING
Should I Have a Policy?
• SETTING A SINGULAR TONE OF VOICE
• INDUSTRY SPECIFIC CONCERNS

5. THE CONS OF BLOCKING
Should I Have a Policy?
• SILENCING YOUR BEST BRAND
ADVOCATES
• PROLIFERATING THE DISCONNECT
BETWEEN SOCIAL MEDIA AND…EVERY
OTHER DEPARTMENT
• LOOSING THE OPPORTUNITY FOR
EDUCATION

6. WHAT SHOULD IT SAY?
Social Media Policy

7. SOCIAL MEDIA POLICY GUIDELINES
What Should It Say?
• BOUNDARIES
• TRANSPARENCY
• CONFIDENTIALITY
• FINANCIALS
• CONSEQUENCES
• WORK USE

8. SOCIAL MEDIA POLICY GUIDELINES
What Should It Say?
HTTP://SOCIALMEDIAGOVERNANCE.COM/POLICIES.PHP

9. What Should It Say?
• NEGATIVE CHARACTERISTICS
• Tells what cannot be done
• Has subtle tone of blame
• Includes words like can’t, won’t, unable to, tell the recipient what they
cannot do
• Does not stress positive actions what would be appropriate, or
positive consequences

10. What Should It Say?
• POSITIVE CHARACTERISTICS
• Tells what can be done
• Suggest alternatives and choices available to the recipient
• Sounds helpful and encouraging rather than bureaucratic
• Stresses positive actions and positive consequences that can be
anticipated

11. SOCIAL MEDIA POLICY GUIDELINES
What Should It Say?
We regret to inform you that we cannot process
your application to register your business name,
since you have neglected to provide sufficient
information. Please complete ALL sections of the
attached form and return it to us.

12. SOCIAL MEDIA POLICY GUIDELINES
What Should It Say?
Congratulations on your new business. To
register your business name, we need some
additional information If you return the attached
form, with the highlighted areas filled in, we will
be able to send your business registration
certificate within two weeks. We wish you
success in your new endeavor.