How to make your social media policy interesting and engaging

Posted: Saturday October 17 2020

By: Katie Mallinson

In an age where strong social media channels are a lead generation tool for your business, it’s important to put time and energy into ensuring an appropriate and consistent message is conveyed across your chosen platforms — whether that be via LinkedIn, Facebook, Instagram, Twitter or all of the above.

How to make your social media policy interesting and engaging

As the workforce is an extension of your organisation, it makes sense that their own social media profiles are in-keeping with the brand’s tone of voice and subsequent content positively endorses the company’s reputation. It helps to view every one of your staff members as a potential employee advocate.

The key to ensuring the right message is projected into cyber space is by circulating clear and engaging social media guidelines — encouraging your colleagues to use their own voice but be mindful about what is appropriate to put online for the world to see.

Such policies come in all forms and volumes, and there is no one size fits all approach when creating one for your business. Some employers choose to dedicate a small section within the company’s employee handbook to brief new starters on appropriate social media etiquette, whereas others opt to pen a meatier, stand-alone document.

Want some pointers in where to begin? Read on for some vital top tips…

Make it on brand

Your ‘brand’ is something unique to your organisation and can be evidenced in both the internal and external communications of your entire workforce. If some sections of your social media policy use a casual and informal tone of voice while others are more conservative, your intended message can easily get lost and feel disjointed.

Try to use language which is consistent to the rest of your regular communications and therefore much more likely to engage your team. Pepper in preferred phrases, popular greetings and if you’re usually partial to a GIF or emoji, add them to the mix too!

Not only will this allow everyone to connect with the policy, but it will help to express the appropriate tone of voice to use in external communications — especially social media.

Helpful resources

Link to other resources that the team may find useful throughout the guide. Use examples of other strong social media channels for reference and explain what makes their posts so compelling.

Include quick ‘do’s and don’ts’ and maybe even a ‘spot the difference’ quiz to highlight common mistakes. Invite readers to use their own initiative to select the right option – make it fun!

Where relevant, include links to other critical internal documents – such as employee agreements, privacy and HR policies and the company’s code of conduct – to help bring home your message of the importance of maintaining your digital presence.

Encouragement

Remember that the main purpose of a social media policy is to encourage a culture of learning and creativity within the company. After all, the last thing you want to do is deter your team from expressing themselves online.

Shining a spotlight on team members’ profiles or posts which have hit the target can give them that much-needed confidence boost. Sharing, retweeting, liking or commenting on their content can make employees feel valued and empower them to keep delivering your brand’s messages to their personal networks.

Keep revisiting

As the world of social media continues to evolve, so should your social media policies. Encourage your team to regularly review the guidelines to ensure they stay relevant. Additionally, involve them when you adapting the company document so that everyone is up to speed – and your business responds positively to the ever-changing digital landscape.

Although rules and regulations tend to take the excitement out of a task for some employees, if a company’s social media handbook is well-researched and developed in an interesting way, colleagues should believe in them – and feel empowered to use their own words in posts, as long as they’re in-keeping with the brand.

We hope we’ve provided some usual tips when it comes to forming your social media plan. If you’re still feeling a little daunted, get in touch with the Scriba team today to find out how we can help.  

How to make your social media policy interesting and engaging