Online collaboration is gaining traction on a daily basis. People are sharing opinions, information and sociable exchanges. The internet has an entire population that's far more and better connected than in the real world.

And while several brands are adopting social media in their marketing strategies, it's extremely crucial to set a policy framework to do that. Needless to say, in such a scenario, all information shared online can impact an organisation's reputation.

People as employees, friends, partners, associates, owners, experts, and acquaintances share relevant information. A social media policy ensures that these people join in on the global conversations in a responsible manner, and where they are accountable for their interactions and information sharing.

Participating in social media is an individual right. However, a social media policy isn't about infringing on this right. When these individuals share information as representatives of their company is when the Policy comes into play. It is a means of governing employees' social media interactions in a way that liberates them, but without placing the company's reputation at stake.

Companies should consider a legal perspective in developing social media policies. For example:

• Employers need to be upfront with employees that they have no right to privacy with respect to social networking.

• Employees should be made aware that company policies on anti-harassment, ethics and company loyalty extend to all forms of communication (including social media) both inside and outside the work place.

Bashing the organisation

People need to remember that bashing your organisation, boss or co-workers on-line affects the company's reputation as well as theirs.

On the whole, an effective social media policy reminds people using the digital platform of their responsibilities and makes sure all communication is in line with the company's values and principles. While the Policy may seem frivolous at first, it is really essential from a company's point of view to spell out codes of conduct for on-line interaction. Normally, the following guidelines are observed in such a Policy:

1. Be transparent. State the company you work at with your real identity and role in the company.

2. Represent yourself or your company in a true and judicious manner. All statements must be true and not misleading; all claims must be substantiated.

3. Do not post offensive remarks or confidential matters discussed within the company.

4. Use common sense and common courtesy. For example, it's best to ask permission to publish or report on conversations that are meant to be private or internal.

5. Stick to your area of expertise, but do feel free to provide unique perspectives on non-confidential activities.

6. When disagreeing with others' opinions, keep it appropriate and polite. Or disengage from the dialogue in a polite manner that reflects well.

7. If you want to write about the competition, make sure you behave diplomatically, have the facts straight and make sure to have the appropriate permissions.

8. Never participate in social media when the topic being discussed may be considered a crisis situation. Even anonymous comments may be traced back to your organisation's IP address.

9. Protect yourself, your privacy, and your company and department's confidential information. What you publish is widely accessible and will be around for a long time, so consider the content carefully.

As social media is being explored and experimented by several companies and organisations in the UAE, it is extremely important to have a Policy in place first before any activity is implemented for a brand. The results can be extreme — either it can prove to be beneficial or, if not implemented well, could mean harming the brand reputation.

 

The writer is director at McCollins Media.