Avoid confusion: Develop social media policies now

Social media can be used as a great tool to help support your growing business. It can be a means of allowing sales executives an easy way to maintain contacts with customers, as well as a professional networking tool that can be applied across global boundaries. Additionally, social media aids in the further development of your unique brand and can be a great compliment to your company’s profile.

On a personal level, it can also be a convenient way for friends and families to keep in touch. As a result, it’s hard to avoid the fact that many of your employees are probably already mixing business with pleasure via social media.

But what’s acceptable behavior to your employees may not be acceptable to you -- or vice versa. So it’s a good idea to let your colleagues know what you expect of their social media use, particularly as it pertains to their work.

That’s why it’s important to have social media guidelines and policies in place for your employees. It’s not fair to discipline employees for not meeting a standard they’re not aware of. Nor is it fair for employees to overly restrict themselves because they’re not sure what you expect.

We at eni have been drafting our own guidelines. Knowing that social media outlets have different purposes, we’ve drafted our guidelines accordingly. LinkedIn was designed with the business professional in mind, creating an environment more conducive of professional communication. Facebook was created for a younger, more casual user, and features applications and networks meant to entertain rather than do business. Twitter and MySpace have their own particular quirks and specific demographics. And nobody really knows what new service will be available or popular next year.

What’s appropriate behavior and language on one may not be appropriate for another. A customer, for example, may not be familiar with the specialized trade jargon you might use with a colleague. Some contacts may want some personal conversations; others may shun it.

Your policy needs to keep that flexibility in mind. But here are some general principles we ask our own employees to keep in mind:

Everyone can hear you. Social media outlets are meant to be public, so in general everyone can hear or see everything you say. So don’t say it unless you’re willing to let everyone know about it.

Be professional and congenial. The Internet is no place to make derogatory comments about anyone. Remember that in public, your behavior and comments reflect on both you and your employer. Just because you’re alone at your computer doesn’t mean you’re alone on the Internet.

Do not reveal proprietary information – especially about your company and your clients. Once information is released to the Internet, it cannot be retrieved. Social media does not provide for very secure communications.

Avoid profanity, vulgarity and sexual innuendo. Some outlets are formal; some are casual. But none of them are an excuse to be crass.

Similarly, avoid posting photos that compromise your public image. What you do in private is your business, but perhaps you shouldn’t tell casual acquaintances and business colleagues about it.

Consider maintaining separate accounts for professional and private use. Social media allows friends and family to communicate easily from wherever they are. But professional contacts may not want to hear the details of your private life. And many personal contacts may be annoyed by business communication.

What disciplinary procedures you enact, of course, depend on your particular company. But something to keep in mind is that social media is still somewhat new to both the professional and personal world, so there’s going to be a learning curve.

That’s why it’s important to get ahead of that policy and educate your employees as soon as possible.