With The Social Shake-Up virtual conference on the horizon, we’d like to take this opportunity to give attendees a chance to get to know the 2020 speaker roster. This year’s Social Shake-Up cast is made up of marketing and communications professionals who manage social media messaging at top brands and nonprofits, from the American Heart Association to UPPAbaby.
Today, we hear from Jamie Lieberman, owner of Hashtag Legal, a law practice that specializes in digital media. As part of the Shake-Up, Jamie will be speaking on the elements that make for a successful social media policy.
For a deep dive into social media content creation, strategy and measurement, register today for The Social Shake-Up, which will take place Sept. 22-23 (workshops) and Sept. 29-Oct. 1 (sessions and keynotes).
Does every brand need a social media policy?
A social media policy protects both a company and its employees by setting clear cut rules and expectations. It helps avoid surprises and sets the tone for success. A social media policy also lets employees know their disclosure obligations so that FTC guidelines are not violated.
What are some ways social media managers can make sure employees understand their social media policy, avoiding "legalese"?
I prefer to draft social media policies in plain language as much as possible. It is very possible to set clear rules that are very easy to understand.
How often should a social media policy be updated?
I recommend a company review their policies every six months to one year, unless there is an intervening event requiring a review, such as a change in the law.
What are the must-haves for social media policies that target external content creators (influencers, brand ambassadors etc.)?
A clear social media policy for external content creators is critical to a successful relationship. Companies should carefully review content creators’ social media channels prior to working together to make sure the content reflects the tone and value of the organization. Creating an exhibit with guidelines will help avoid any issues as well. These guidelines can include requirements for proper FTC disclosures, topics the creator should avoid, a morality clause or guides for brand aesthetic.
What are some appropriate steps to take when employees violate a social media policy?
It will depend on the nature of the violation and the severity. At minimum, a documented conversation is a good place to start, and a reminder of how the guidelines that were violated.
Follow Jamie: @hashtaglegalllc