- July 27th 2020
- SEO News
Why Your Business Needs a Social Media Policy and How to Write One
Controversy surrounds social media platforms every day. Posts or tweets are getting people in hot water (or worse) and the social media companies are reported as being slow to take action. Social media is also amazingly popular and incredibly beneficial when used responsibly. It has also become very hard to distinguish between posts made as an individual and posts made as a representative of an organisation like an employer. That is why an employer needs a social media policy to provide a framework for staff to engage and to provide boundaries for their posts and interactions.
What is a social media policy?
A good social media policy is a living document that provides guidelines for an organisation’s social media use. It should cover every platform and every brand account you have. As well as how employees use social media, both personally and professionally.
Social media is in constantly evolving. A social media policy needs to be dynamic, not something that is written, then put on the shelf to gather dust. The policy should be reviewed at least every six months. Furthermore, the policy needs to be ‘trained out’ into the organisation (like other policies e.g. HR) so that no one can claim they ‘didn’t know or didn’t understand.’
Why are social media policies important?
Here are some very good reasons for a social media policy and how it can help a business and its employees.
- Maintain consistent brand identity across channels
- Prevent any security breach
- Prevent a full-blown PR crisis
- Act fast if a crisis or breach does happen
- Be upfront with your employees about their own social media responsibilities
- Encourage your employees to own and amplify your company values and brand messages
What to include in a social media policy.
- Ask your HR adviser (or similar) to send you their social media policy template.
- Seek input from stakeholders including the leadership, HR, marketing and legal teams.
- Decide where the policy will reside so it has suitable prominence e.g. on the intranet.
- Launch the social media policy.
- Arrange for presentations/training on the policy.
- Schedule suitable e.g. six-month review of the policy.
How to launch a social media policy
Document social media account owners and operators.
Who owns which social accounts? Who covers which responsibilities on a daily, weekly or as-needed basis? It might be helpful to include names and email addresses so that employees from other teams know who to contact.
Establish security protocols.
This covers things like how often account passwords get changed, who maintains them, and who has access to them? Is organisational software updated regularly? What about mobile devices? Who should employees talk to if they want to escalate a concern?
Devise a response framework for any social media / PR crisis.
Yes, a policy exists to avoid a social media crisis. But a policy exists to help manage a crisis should one blow up. The plan should include an up-to-date emergency contact list with specific roles. This includes the social media team, external marketing agencies, the leadership team and also legal advisers.
Compliance with the law.
In relation to privacy, confidentiality, and copyright the social commentators in business all need to understand the law in relation to these three areas.
Provide all staff expectations about how to behave on their personal accounts in respect of their employment.
Employees need to be made aware that violating social media conduct in their own accounts may have implications for their future relationship with their employer. It can be common for employers to ask employees to post disclaimers stating their relationship with your organization, and that their opinions are their own.
For guidance on best practice with all things social and SEO, feel free to contact us
- Why Your Business Needs a Social Media Policy and How to Write One - July 27th 2020
- Push v Pull Marketing – What is the Best Strategy? - June 30th 2020
- Hampshire Business Networking Opportunities - May 26th 2020
"As part of the service, the team at Leapfrog reviewed one of my websites for SEO and presented their findings in video format. I’ve never seen anything like this before and I could see the results of the tests and clear recommendations for action. I can thoroughly recommend this part of Leapfrog's service!!"Peter Clarke, PPG Proofreading
"One area in which Leapfrog has excelled is communication. Any queries are always promptly dealt with and we also receive excellent monthly reporting, with videos that clearly explain our progress. This is great as it gives us a clear picture of what’s going on."Leigh Emmerson, Voice Fairy
“Leapfrog provides fantastic video reports, to help explain the topline results. As SEO is a hidden science, this has made the whole process a lot clearer.”Rebecca Couture, Rebecca Couture Millinery
"When it comes to organic SEO, Leapfrog's your company. Thanks for everything you've done for my business."Paul Deach, Deachy Social Media
"Over a 6-month period, we’ve improved from a position of no ranking at all, to achieving page 1 rankings for our key search term. In a highly competitive market, this is really impressive and has already increased our organic traffic by more than 400% over a 6-month period. We can definitely recommend Leapfrog to other businesses struggling to get seen by Google."Leigh Emmerson, Voice Fairy
"I’m very happy to recommend Leapfrog Internet Marketing. They took the time to really understand our organisation’s marketing strategy and provided an SEO solution that significantly improved our Google listing. In summary: professional, honest, fun, results-orientated."Charles Wallace, BAE Systems
"Leapfrog Internet Marketing has been key in supporting my clients, providing SEO services to allow them to achieve increased and more qualified traffic to their sites. I've worked with Geoff and the team on several different sized projects and am very pleased with the results achieved. I highly recommend Leapfrog Internet Marketing for your online SEO needs."Oliver Schlieben, Digital Marketing Strategist
“The company is really helpful and approachable and you’re never made to feel embarrassed when asking questions.”Rebecca Couture, Rebecca Couture Millinery
"Leapfrog Internet Marketing has been a key resource in providing insights and strategies within the SEO arena. Their work is always of a very high standard and always delivered on time. I would have no hesitation in recommending Leapfrog to any business."Drew Griffiths, Mosaic
"I've been benefitting from Leapfrog’s expertise and experience for several months now and really value the way in which they make knowledge so accessible. We've worked on improving website authority and content, list building and social media optimisation. A great company to work with and very good value."Chris Farrance, Frontier Digital Business Consultants
"Month-on-month we’ve seen fantastic improvements. Over the first 6-month period, search traffic has increased by over 550%. We've achieved page 1 rankings for at least 85 keywords relating to our key products, the site is now found on Google nearly 5000 times per month and an additional 800+ users visit the site monthly."Rebecca Couture, Rebecca Couture Millinery
"The team at Leapfrog has been able to keep an eye on our site, using their specialised knowledge to not only spot any invisible problems that will affect SEO and site speed, but also identify any coding errors. This kind of value-added benefit is a great asset and makes a real difference for our company."Leigh Emmerson, Voice Fairy
"Leapfrog Internet Marketing have been working on our website for 6+ months now and we have certainly seen the benefits of professional SEO. Organic leads have significantly increased in line with our Google position and ranking. I’d highly recommend Geoff and the team at Leapfrog Internet Marketing."Mark Dalton, The Tech Lounge
“We’re really happy with Leapfrog Internet Marketing. We feel every step has been clearly explained, the communication is excellent and we’ve seen month-on-month improvements that have converted to enquiries and those all-important sales. We’ve definitely received the return on investment we were looking for.”Rebecca Couture, Rebecca Couture Millinery