What next after you have established a social media policy?
Well, for marketers, having this policy clarifies which channels they should focus their efforts on. Not all social media channels will work for a company – those with character restrictions (Twitter), or those which are transient (Snapchat) might not be the right fit for a regulated company.
Once you know which channels work for your company, you can choose the right tools, technology, personnel, agencies and partners to help you execute on your social media vision on a day to day basis.
Social media policies also impact on training. Trainers will know where to go to look for case studies and examples of best practice. Compliance teams will be able to focus on the right channels, freeing up everyone else to be more creative. And another positive – if you don’t use a platform, you don’t need to monitor it.
From a compliance perspective, the process of developing a social media policy in the first instance brings all the key stakeholders to the table to find and agree on common ground. This means from the get go of any social media initiative, marketing and compliance are in sync, and there is an agreed approach to get to the common goal.
A social media policy also helps clarify what content is appropriate and allowed on social media. Generally, this means taking product recommendations out of the picture altogether. With this out of the way, social media teams can focus on content that makes sense for the company, for instance, as a platform to communicate corporate social responsibility or recruit and retain talent.
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