How to Prevent Social Media Forest Fires

Many nonprofit organizations devote resources to optimizing and measuring their social media efforts. 

But we often skip the first step: putting a social media policy in place.

Social media is the easiest content to post and the fastest to implode. A negative or inappropriate post by a manager, employee, or volunteer can spread like wildfire and escalate into a PR crisis.

Sure, you can delete the post. But if a follower has already shared it, or taken a screengrab and reposted, that content has literally left the building.

While Facebook can be a freewheeling and fun, we're ultimately responsible for what we post and share. Employees are representative of their organizations, even while sharing cute puppy videos.

Use good judgment and common sense, and THINK before you Tweet (as we teach our students: is it "True, Helpful, Inspiring, Necessary, Kind"). If you don’t want your boss reading your post – or your mother – then maybe it’s not a good idea.

And if you’re a faith-based organization, the bar is even higher to inspire, not incite. Disparaging or discriminatory language has no place on your social media pages...assign a staffer to review and moderate comments.

Here are four steps to creating a social media policy for your organization:

1.     DRAFT

-  Start with your mission. Social media needs to be authentic and on-brand, and so does your policy.

-  Research social media policies in your industry and other industries. Incorporate themes that are relevant to your organization’s culture and goals.

-  Collaborate with your communications, legal and HR leads to review the draft and secure the necessary approvals. Discuss how to handle serious violations of the guidelines – will disciplinary action include suspension? Termination?

-  Inform leadership where and when the policy will be disseminated to employees.

2.     DISTRIBUTE

-  Add the social media policy to your new hire orientation materials, employee handbook and intranet.

-  Post the policy in public spaces like your lunch room. Social media and brand stewardship are the responsibility of everyone, not just the communications staff.

3.     REMIND

-  Mention the social media policy at all-hands events and team meetings.

-  Use these opportunities to recognize a social post that went viral, and encourage all staffers to follow and share the company’s social media accounts.

-  Schedule a lunch + learn for employees who want to learn more about social media.

4.     REVISIT

-  Put an annual review of the policy on your calendar. Situations change and guidelines need revising.

-  Date the latest draft, and replace the old version in the employee handbook.

A solid policy, drafted carefully and distributed regularly, can help keep social media in its place.

Photo credit: Bulletin board in the computer lab of St. Mel's Catholic Academy, NY.