Defining an SMM policy for your brand is important as it provides clarity to different teams in your organization on how to participate and use social in a structured and organized way. An SMM policy is a must because:
- It helps protect your company in the legal sense.
- It helps you maintain consistency across social channels.
- It reinforces your brand and value on social.
- It clearly defines the value of social for your brand.
- It clearly defines how different teams can contribute.
- It emphasizes on non-disclosure of confidential information.
- It provides guidelines on how to respond appropriately.
Social media is a two-way conversation you and your audience have. It has its pros and cons. A right pitch and assistance can create a bond and long-term relationship with prospects. At the same time, if an employee takes a casual conversational tone too far while engaging with the best customer, it can cause a lot of public embarrassment to your brand apart from a public fallout. It is very important to have a well defined formal social media policy documented for your brand, to avoid legal hassles and negative press online.
- It helps protect your company in a legal sense. – A social media policy helps guide actions of everyone in your organization who participate and contribute to social media and makes them accountable. A well documented social media policy clearly defines the set of rules and compliance that every employee of the organization is obligated to follow. It also helps keep the company out of legal trouble, negative press and criticism.
- It helps you maintain consistency across social channels. – A well documented social media policy ensures consistent brand voice, tone, and persona across social media websites.
- It reinforces your brand and value on social. – A well defined social media policy helps define what your brand is all about to your social media audience. It clearly states your mission statement, goals and objectives, relevant information about products and services, and everything that helps you position your brand in the market.
- It clearly defines the value of social for your brand. – A well defined social media website clearly identifies social networks you will be active on and participating. Use your social marketing policy to define what the term means for your entire organization so there is no confusion as to when the social media guidelines apply and when they don’t.
- It clearly defines how different teams can contribute. – A well defined social media policy clearly defines how stakeholder and employee in your company are supposed to participate and engage on social media. It educates them on how to conduct themselves on social media, respond to customer queries, provide and share relevant information, exhibit thought leadership and represent your brand responsibly.
- It emphasizes on non-disclosure of confidential information. – A well documented social media policy clearly educates the employee of your company on the level and kind of information they are entitled to share on social media. It educates them about the type of information which is deemed classified or confidential, and should not be shared in the public domain like social media channels. It stresses the relevance of non-disclosure. It stresses maintaining a conversational tone and concealing the confidential information at the same time.
- It provides guidelines on how to respond appropriately. – A well documented social media policy clearly educates the employees of your company on how they are supposed to interact with all the social media noise and prospects. It includes guidelines on how to respond to criticism, customer pain points, grievances, nuances they face using your product or service and how to amicably resolve all issues on social media.