Social Media Ethics
So your company has taken on social media as no longer being merely a “nice to have” concept, or dismissing it as a passing phase. Social media is now part of your reality, and social media marketing, even part of your comprehensive corporate marketing strategy. You now need to establish your corporate social media “code of ethics,” which can be done in five steps.
Develop a social media code of ethics consistent with your company’s overall code of ethics, so that your brand is represented consistently across all channels. This keeps is easier to remember and abide by, as well. Logically, your social media code of ethics should include topics such as writing honestly, avoiding unrelated controversial subjects like politics and religion. It’s okay to borrow and be inspired from different sources, but it’s important to properly crediting others for their work when doing so.
Establish a lexicon of social media terms and tools. This reference should be available to everyone in your organization, and should be updatable, to reflect evolving trends. References I like to use are:
- HubSpot’s glossary of 120 Social Media & Marketing Terms, and the more comprehensive
- A-Z of Social Media from WikiSpaces
Having this resource readily available will help maintain organizational common-speak and expand your team’s knowledge of the “do’s” and “don’ts” of social media.
Establish your business’ social media profiles and accounts on the necessary social networking sites, as well as with key social networking tools.
Assign a cross-functional team of people to review your social media policy. Even partially outsource this activity to ensure you have the necessary input from social media experts to legal and human resource interests.
Select and deploy a company-wide version of your preferred social media monitoring tool. Conduct training on it, and have the appropriate resources assigned to it’s management.