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If your company is active on social media as a part of your insurance agency marketing, you know probably know that many of your employees are also active online. They probably have Facebook and Twitter pages, and maybe even LinkedIn profiles. As a business owner, you have to consider what might happen if someone says or does something inappropriate on the Internet.
Consider this: An employee has a problem with a client, and complains about that client on Facebook. The client sees that your employee is talking badly about them publicly, and drops you as their insurance agency! Nightmare, right?
The sad part is that situations like this happen every day. Social media should serve as an extension of customer service, and that’s why it is so important for you, as an employer, to create a social media policy for your employees. Your team should be made aware that policies on harassment, ethics, and company loyalty extend to all forms of communication, both inside and outside the workplace. But how do you go about creating this policy? Here are some tips:
- Outline the purpose of social media. Communicate to your employees what it is you’d like them to accomplish via social media, whether it’s community building, networking, or building brand awareness.
- State what the policy applies to. You’ll want your policy to apply to all forms of online media. This can include both personal and professional blogs, all social media profiles (like Facebook, Twitter, YouTube, LinkedIn), and wikis.
- Reiterate policies from your employee handbook or contract. Outline your policies concerning harassment, slander, and client relationships, making sure that employees understand that all regulations from the handbook carry over into the virtual world.
- Explain that the company reserves the right to request that certain topics are avoided or specific posts are deleted if you feel they are damaging to business or inappropriate in any way.
- Give examples. It’s always a good idea to give employees examples of what they can and should do. Write up acceptable responses to common topics they may come across online, such as questions about the company or services you offer. Also explain what is unacceptable, such as venting about clients or coworkers.
- The most important thing to remember is that employees should bring value through their profiles. Encourage them to use their social profiles to build relationships, but to do so responsibly. It’s all about exercising good judgment!
A great social media policy can prevent online mishaps while at the same time encouraging employees to utilize social media in a productive way. By creating and asking employees to sign your policy, you’ll be sure everyone understands the role of social media in your company!
