Why You Need A Social Media Policy for the TikTok Era

Sure, companies love it when employees like and share corporate-approved messages. It’s a different story when an employee talks about winning a big contract, discusses their compensation or highlights a faulty product or dangerous work situation.

Some employee content is genuinely positive. Paint company Sherwin-Williams terminated an employee who was doing paint mixing demonstrations on TikTok. Granted, the employee took some liberties with company time and materials. But he had built a sizable viral following, the kind companies pay big money to replicate. There was an opportunity to capitalise on the audience he built, but the company wasn’t interested.

The TikTok generation is in the workforce — should your company have guidelines on what employees can and cannot reveal on their social media? A few companies have fired employees making content on their own channels while at work or using company products or property.

If you allow someone, including employees, to make content on your behalf, you will need basic social media guidelines. You must set firm boundaries on what they can and cannot post. You don’t want to lose followers or have your account banned for offensive content.

Also, consider compliance guidelines for your industry and country. In the US, regulated industries like financial services and healthcare must follow social media guidelines or face fines. The US Federal Trade Commission has strict guidelines on disclosure for social media, including payments to influencers. The FTC requires employees to identify themselves as such when discussing company-related matters on social media.

Remember, there’s no hiding behind anonymity these days. Internet sleuths can track down the location of a photo or video within a few hours. That video of an employee showing off rotten vegetables in a restaurant or substandard parts in a factory will surface quickly.

Why You Need Social Media Guidelines

There are two types of corporate social media: official and unofficial.

The official channel represents the company’s viewpoint, usually with marketing and HR messages. These channels are tightly managed with in-house and agency social media experts at the keyboard. While these channels may occasionally break protocol, the people behind them are part of the company’s official voice.

The unofficial channels are harder to control. Employees spend much of their lives at work and naturally want to post about their jobs. However, they may be subject to the same restrictions as the company’s official accounts.

Craft Social Media Guidelines

A social media policy governs the company’s official presence, emphasising the promotion of the brand’s reputation while meeting compliance regulations. Conversely, guidelines are aimed at employees’ social media presence when they talk about their jobs online.

1. Identify Roles

Be clear about how employees should represent themselves when talking about the company. According to the FTC, a mention of the company in the bio is not enough. The post should include a reference to their status as employees. A note in the profile or bio of “All opinions expressed my own” clarifies this is not an official account.

2. Engagement

The big buzzword in social media is authenticity. That means keepin’ it real. Which also means things may be a little unpolished. As long as employees’ posts don’t violate other guidelines, let their voices shine. Usually, authentic content outperforms corporate messaging.

3. Sharing

Set parameters for what’s acceptable for employees to share and not share.

Do share:

• Company posts and media
• Your opinion, but make clear it’s your own

Don’t share:

• Information about co-workers and customers, including photos/videos without permission
• Products/services that haven’t been officially announced
• Legal matters
• Financial disclosures
• Research and development

4. Accessibility & Inclusion

Promote your organisation’s inclusivity and accessibility standards and encourage employees to do the same.

• Use inclusive pronouns when appropriate
• Be aware of offensive memes, stock images, and emojis
• Don’t make assumptions about gender, race, lived experience or abilities
• Report harassment you have experienced or seen

5. Oversight

The goal is not to police every employee’s social media activities but to prevent offensive, confidential or otherwise unacceptable content related to the company. Identify the speech that could be termed “offensive,” such as hate or intolerance.

6. Accountability

In the US, many employees are at-will, meaning they can be terminated anytime for any reason. Businesses are not required to employ people whose personal views and values could impact the company’s reputation. Of course, employment laws vary by state and country, so be aware of the regulations that apply to your situation.

7. Cybersecurity

Social media is a favourite target of cybercriminals. Basic security hygiene can stop many attacks in their tracks.

• Don’t use company email for a personal account
• Use strong passwords and a different password for every account
• Use two-factor authentication
• Don’t share passwords for corporate accounts
• Be wary of attempts to move conversations to other apps

As you develop social media guidelines for employees, be sure to communicate them through company channels like the employee handbook.

Provide content for employees to share and perhaps incentivise them to think of themselves as brand ambassadors.

Employees must understand that when they talk about their company, whether they mean to or not, they become representatives of the company. Good social media guidelines can help a company go viral for the right reasons.