In most cases, particularly in the AEC industry, social media is pretty harmless. You don’t have to worry about the privacy issues the healthcare industry does or the public bashing that a B2C brand might deal with on occasion. That being said, it is important to protect your company and its reputation on social media — you never know when a situation may arise.
Here are three recommendations to ensure your company is protected online:
- Create a Facebook Comments Policy that is included on the About section of your Facebook page (or post it on your website and link to it). This comments policy will protect the company if someone starts posting inappropriate material and those posts need to be removed. Unfortunately, you can’t remove a post just because someone says something negative about your company, but in certain situations, removing posts make sense and should be done. It is also important to post when your Facebook page is being monitored. People expect an immediate response on social media and posting that your page is only monitored during business hours lets them know when to expect a response.
- Develop an Internal Social Media Policy and distribute to all employees. This policy should outline the code of conduct for employee use of social media on their personal accounts — for example, no discussing confidential or proprietary company information. An internal policy protects your company if you ever have to take action against an employee for something posted online.
- Create a Crisis Communication Plan. Hopefully, you never need to use it, but it should be in place in case there is a crisis — this could be an actual crisis (i.e., an accident at a construction site) where social media would provide an information outlet, or it could be a social media crisis where someone is attacking your company online. Protecting your company’s reputation should be top of mind when it comes to social media. Having the above policies and plans in place will give you peace of mind that you are protected online.
Need help implementing social media policies? We are here to help!