1.
Introduction to Social Media Policy
Cendrine Marrouat
Website: www.socialmediaslant.com
Twitter: @cendrinemedia

2.
What Is a Social Media Policy?
“A corporate code
of conduct that
provides guidelines
for employees who
post content on
the Internet either
as part of their job
or as a private
person.”
Source:
http://bit.ly/techtarget-definition

3.
Why Is a Social Media Policy Important?
In social media, every story can become viral in a
matter of minutes!

4.
Important Elements of a Social Media Policy Goals
Audience
Content & Approval process

5.
Example of Core Values
Coca Cola:
“Transparency in every social media
engagement”
“Protection of our consumers’ privacy”
“Respect of copyrights, trademarks, rights of
publicity, and […] user‐generated content”
“Responsibility in our use of technology”
(Source: http://bit.ly/coca-cola-principles)

6.
Spokesperson Guideline
VIA Rail:
“Only Social Media Champions are allowed to make
new social media accounts that represent the
Corporation […]. Prior to creating a new social media
account, [they] will obtain the approval of the
dedicated community manager, who will ensure the
account respects VIA’s Social Media Policy and is
created and maintained according to best
practices.”
(Source: http://bit.ly/via-rail-principles)

7.
Staff’s Conduct
Dell:
- Engage “in Social Media conversations the right
way”
- “Don't speak on behalf of Dell if you aren't giving an
official Dell response”
- Only post “content you would feel comfortable
showing up in your boss’ inbox, your coworker’s Twitter
feed or the front page of a major news site”
(Source: http://bit.ly/dell-principles)

8.
Inappropriate Content / Behavior
Thomson Reuters:
“[V]iolations of guidelines by employees can result in
disciplinary action, including termination of
employment.”
(Source: http://bit.ly/thomson-reuters-principles)

9.
Personal vs. Business Use
Cisco:
When […] using your personal social media accounts, be
transparent that your thoughts are your own if discussing
official Cisco business. Use your real identity—no aliases—
and disclose your affiliation with Cisco. If you believe
your posting might lead to any confusion with viewers
about whether you are speaking on behalf of Cisco, you
should clearly and specifically state as follows:
Twitter disclaimer:
These tweets are my own, not Cisco’s.”
(Source: http://bit.ly/cisco-principles)

10.
Public Complaints / Negative Comments
Mayo Clinic:
• “We can't respond to every comment”
• “We review comments before they're posted, and
those that are off-topic or clearly promoting a
commercial product generally won't make the cut”
• “We expect a basic level of civility; disagreements
are fine, but mutual respect is a must, and profanity
or abusive language are out-of-bounds.”
(Source: http://bit.ly/mayo-clinic-principles)

11.
Social Media Policies to Check out
Coca Cola’s Social Media Principles -
http://bit.ly/coca-cola-policy
Intel’s Social Media Guidelines -
http://bit.ly/intel-policy
Social Media Policy Databases:
- http://bit.ly/policy-database
- http://bit.ly/policy-database-2

12.
Resources to Create a Social Media Policy
PolicyTool: http://socialmedia.policytool.net/
Social Media Policy Samples:
http://bit.ly/policy-sample
http://bit.ly/policy-sample-2

13.
Steps to Deal with Inappropriate Content
Step 1: Remove + apologize
Step 2: Explain that post was against social media
policy of company
Step 3: Find out: Was
the post deliberate
or a lack of
awareness?

14.
Steps to Deal with Inappropriate Content
Step 4: Implement disciplinary measures in policy /
provide training to culprit
Step 5: Review + update social
media policy
Step 6: Enforce more consistent
social media monitoring

15.
Case Study: KitchenAid
Employee used KitchenAid’s Twitter handle
instead of personal account to tweet message
about President Barack Obama’s deceased
grandmother.

16.
What Happened Next

17.
What Happened Next
Official statement: The tasteless joke in no way
represents our values at KitchenAid, and that person
won't be tweeting for us anymore. […] I lead the
KitchenAid brand, and I take responsibility for the
whole team.”

18.
Key Takeaways
On social media:
- Take responsibility for mistake
- Apologize like you mean it
- Carry out disciplinary measures
Within company:
- Meet with employees
- Reiterate importance of social media policy
- Offer training, if necessary

19.
Need More Help with Social Media?
The Little Big eBook on Social
Media Audiences:
Build Yours, Keep It, and Win
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Order your copy at http://amzn.to/1xoQw3A today!

20.
Thank you for reading!
Cendrine Marrouat