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The following is a series of action items that will help you develop a strategic foundation for your social media campaigns and your company guidelines. These guidelines should be reviewed with every employee before they start working on your social media campaign, and after vetting them through your company’s senior management, human resources, legal, IT, marketing and/or PR departments.
What company will measure and analyze your efforts? Determine who will monitor internally.
What link-shortening service will you use? Create a cheat sheet with company contact information. Clearly state what information can be made public. Clearly state what information should not be made public. Develop a consistent tone and graphic look across all the sites. Create guidelines for crisis management.
Determine who will be in charge of online engagement. Determine who will be in charge of recruiting influencers. Determine who will create tent-pole events for each site. Determine who will be in charge of content creation.
Create a form like the one below. Have each employee sign it, acknowledging that they have reviewed and understand the company’s social media policies before they are allowed to work on your social media accounts.
“You must conform to the employee handbook and code of conduct at all times. The rules still apply when working in social media.
You are not allowed to sign onto any company-designated social media account until you have read and understand the following social media policies—attached. As a representative of the company, you are obligated to follow these policies.
You do not speak for {name of company} unless your manager has authorized you to do so. You do not discuss financials, internal emails, confidential conversations or correspondence with outside partners. You do not attack others, threaten or embarrass people. You do not post pornography, jokes based on gender, sexual orientation, race, ethnicity, age or religion. You do respect the law. You do respect copyrights. You do check terms of service. You do consider whether our clients would appreciate this information being made public. Use extreme caution in posts about {name of company}, our clients and our work. This pertains to all people who maintain personal or professional blogs that mention {name of company}, our clients and our work. We only post client names if we have prior approval from the client and your manager. If you do not understand whether you should post specific information, then check with your supervisor beforehand.”
Create two forms. A Ticket is simply a snapshot of what’s happening with the account and a Hot Ticket flags an issue needing immediate attention. Decide who is sent which tickets and under what circumstances. Employees fill out a Ticket for the following reasons:
Create a Weekly Report to track progress. Decide who gets routed the Weekly Report. Employees filling out a Weekly Report should include the following:
Number of followers/fans/friends Efforts to recruit influencers
Suggestions to fine-tune the strategy and tactics Issues Success stories Level of engagement What is the competition doing?