Social media managers and social media marketers have to juggle a great deal of responsibility, a lot of content and sift through many posts on many social media sites every single day. With so many opportunities for something to go wrong, it’s critical a governance policy be in place and that everyone is on the same page regarding social media policy within a company.
What makes for a good social media governance policy?
- Begin with an audit of your brand’s current social media presence. You should take into account all of your company’s social media pages as this allows you to identify strengths, weaknesses, opportunities for improvement and opportunities for growth. Perhaps you’re particularly active on Twitter yet tend to neglect Facebook, or only post updates once a week, which is not frequent enough. Get the complete picture before devising a strategy.
- Create guildelines and policy for the entire social media team. Spend a day with your social media team and come up with a concrete set of rules which everyone can agree on and ensure everyone understands what to do in certain situations.
- Put your guidelines into place. Social media marketers need to be very aware that it’s necessary to come across as a brand or company which actually cares about its customers, not just a name that keeps pumping out self-serving information.
In the event of a social media mishap or a crisis, a governance policy will be beneficial in helping you handle it in the most effective and professional way. Everyone on the social media team should know what to do during a crisis or a mishap and your governance policy serves as your guide.