“Let’s get a Facebook page and encourage all of our employees to help us build our brand on Facebook.” Have you heard this line before? It is great that your company is getting online. You may want to go through an activity setting a social media policy before you (and they) jump right in on behalf of your brand.

Since your employees most likely have their own accounts, and connections of their own, you will want to encourage everyone involved in the project to take a look at their personal brand. Are there photographs on their profile that might not be appropriate? If they link to the company brand and start to act on behalf of the company are there any potential issues or trouble spots? Be proactive to avoid surprises.

With just a bit of guidance (and perhaps a written policy in place) your company can step into social media posting, sharing and tweeting with confidence. The most common mis-steps we see are not because things are done on purpose. They are often a simple by-product of a misunderstanding or not knowing how to proceed. Lead with education, guidance and suggestions for a great social media experience.

The policy for your company will most likely be unique. You may want to craft a draft of a policy, have it reviewed by a social media strategy company, and even your attorney to make sure you are putting your best information in front of your employees. Everyone acting on behalf of the company needs to be empowered, and understand the basis for the organization or company interacting via social media.

Here are a few questions to consider when creating your guidelines:

• What is your purpose for interacting via social media?
• How should employees or those interacting on behalf of the company identify themselves?
• Who is allowed to speak on behalf of the company?
• Have you created brand standards (this goes for large companies, all the way to solo-preneurs)
• How can you create a consistent brand message via social media? (consider PLogos-and content brand guidelines)
• How is confidential information to be treated, and exactly what should remain confidential?
• Which issues should be addressed online, and which should be taken offline?
• How can the company create transparency with representation?
• Who is in charge of day to day monitoring and maintenance of the accounts?
• What can you to to create a consistent voice of the company?
• Are responders enabled to handle issues on the spot, and use their discretion to post? (Empowered posters are better posters!)
• What is the privacy policy? (A privacy policy resource from the Better Business Bureau).
• Curious about how other companies and organizations are creating social media policy? Visit this online database of social media policies of public organizations: http://socialmediagovernance.com/policies.php

How to Avoid a Social Media Lawsuit: Develop a Clear Employee Social Media Policy

The Social Media Revolution: A Legal Handbook

Dig Deeper:  How to Write a Social Media Policy

How to Avoid a Social Media Lawsuit

Copyright/Trademark: According to the United States Copyright Office, copyright is “a form of protection grounded in the US Constitution and granted by law for original works of authorship fixed in a tangible medium of expression.” In social media, users and businesses upload content (photos, videos, etc.), often including copyrighted material.

FTC Advertising & Full Disclosure: Properly identifying yourself and offering full disclosure is not only recommended, but required by the Federal Trade Commission.

Facebook recommends that you work with a Facebook-approved ad developer

For help crafting your company message or social media policy, InSights, a social media strategy company can help.