Social media marketing is among the most effective ways to establish your brand and reel in customers. It also gives you a direct line to consumers by allowing you to answer their questions and address their concerns, often in real time.
But not everything is coming up roses when it comes to likes and shares. Social media can threaten privacy, as well, for both your company and your employees. To avoid missteps, consider the following:
Use a Go-To Account
Among the most important factors in social media marketing is establishing who can speak for your company. In other words, who’s the voice behind your brand? Once this is established, make sure you limit all communication to those who are qualified. Stick to your company’s account and don’t let employees post business info from their personal accounts, even if their content is solid. Doing so only muddies the waters of work, play, and the inappropriate pictures on Hal from accounting’s Facebook page.
Avoid the TMI Trap
Social media is a hub for oversharers, a gathering place for people to embrace their fondness for TMI. But oversharing on a personal page is one thing; oversharing on a company page is another. To avoid giving employees free rein, make sure you have rules around content that contains your company’s sensitive information, including unannounced mergers or trade secrets.
Establish What Can and Can’t Be Posted
Many companies have strict rules when it comes to posting in order to avoid offending customers, creating controversy, and sticking their foot in their profits. While it may seem like common sense to avoid certain topics, an official policy that forbids hate speech, offensive images, cursing, nudity, and discussions about politics is always prudent. You should also avoid posting any personal information or photos of your employees, particularly without their consent.
Balance Freedom of Speech with Code of Conduct
Perhaps the trickiest part of privacy in social media marketing is balancing your employee’s freedom of speech when they’re off the clock with your company’s code of conduct. On the one hand, an employee’s personal page is just that: their personal page where they should be able to post whatever they want. On the other hand, your employee is an extension of your company, especially if their social media page advertises that they work for you. A clear code of conduct and clear expectations can give your employee the chance to express themselves without taking you down in the process.
Need some guidance on social media marketing or anything else? Give us a shout and we’ll be happy to help.