What to Include in Your Social Media Policy in 2024

Tempted to put off creating a social media policy for your company or organization? We do NOT recommend it.

Today we’ll be taking a closer look together at what a social media policy is, why it's necessary, and the key elements that make one successful.

What is a Social Media Policy?

In short: A social media policy is a comprehensive set of rules that govern employees’ use of social platforms. It outlines expectations, standards, and best practices for social media engagement so everyone on your team will be on the same page on how to present themselves in a way that aligns with your organization's values.

To build a solid, functional organization social media policy, you will want to invest some time with your comms team to collaborate on the rules and standards that make the most sense for your group.. It’s like a team-building exercise, but with policies. Fun right?

Why You Need a Social Media Policy

Social policies are essential for your nonprofit to build trust and credibility both among your target audience as well as with the general public. Having guidelines for what company and individual employee content should (and shouldn’t!) look like keeps everyone on the same page. This ensures consistency in messaging and reduces reputational risks - a double win! 

Some may hesitate to create a social media policy for fear of a negative employee reaction. Why are they trying to control what I post? How closely are they watching me on social?

These are valid concerns, but when developed and implemented thoughtfully, a social media policy is an opportunity to empower employees! Not only does a policy remind everyone about their rights but also it underscores the importance of personal responsibility when sharing things publicly - not just when it comes to impact on company reputation, but to the individual’s, too.

It’s also a way to reinforce the quality and brag-worthiness of your employees’ work! Encourage them to celebrate the things they do for your organization and the achievements of their fellow employees! 

What to Include in Your Policy

A social media policy should be uniquely yours, and meet your needs and goals. But how do you know what to include? You can look up thousands of sample social media policies online (and find templates, too!), but here are a few key things we recommend:

Policy Scope

At the very start of the document, define the parameters of the policy, including whom it applies to, which platforms and activities it covers, and the boundaries of acceptable behavior in the context of social media usage within your organization.

For example, the scope may specify whether your policy applies to all employees associated, or maybe just one specific team. It could also detail which social media platforms these rules are going to apply to.

Additionally, the policy scope might address the allowable types of activities or behaviors on social media, such as posting content, engaging with followers in comment sections, representing your organization online, or using social media for fundraising purposes.

Policy Purpose

The purpose outlines why your policy exists and what it plans to accomplish. Examples of a policy purpose could be anything from risk management regulations to a more formal cause like ensuring compliance with laws and regulations.

​​Overall, the purpose of your social media policy should reiterate your organization's commitment to responsible and effective social usage that aligns with your values to create a safe and fun environment.

Guidelines for Posting on Social

Crafting practical guidelines for what should and shouldn’t be posted on social media is the star of the show! You can include this content as a chart that lists the dos and don’ts of posts. By doing so, your employees will understand how to uphold your organization's values online and engage with your audience meaningfully. 

To decide what should be included in your guidelines, do the following:

Reflect on your organization's core values and see how you can set parameters for social media posts to better align with your mission statement. 

Monitor the current state of your social profiles and even engage your audience for feedback on what your org can do to better fit their needs on social media.

Review legal and ethical concerns. Address issues such as privacy rights, confidentiality, copyright infringement, and compliance with relevant laws and regulations.

Ultimately, this section of your policy is meant to protect your organization in the case of a crisis, legal or internal. Be sure to express that your employee’s personal opinions are separate from organizational affiliations. You’ll also want to emphasize the importance of respecting rights by getting approval, for example, before sharing trademarks or confidential information. Most importantly, you want to highlight throughout your document that sharing any content that could be defamatory or offensive to your company is unacceptable.

With that said, make it clear that you aren't trying to tie anyone down or strip your amazing team of their own creativity by imposing overly specific rules. This would only add stress to your employees’ workflow. The function of a social media policy is to  provide everyone with a safety net for their social journey with your company. 

Roles and Responsibilities

Within this section, outline the duties and responsibilities of each of the team members overseeing your social media accounts. Here you can simplify operations and maintain consistency across various platforms by clearly delineating responsibilities.

Crisis Communication and Response

Crises can emerge on social media faster than you’d think. It’s essential to establish protocols for managing these types of situations effectively. 

In this section, be sure to include the plan for how your organization will be addressing negative feedback and sensitive issues with ease. Protocols should consist of clear escalation procedures, specifications of communication channels, and guidelines for maintaining professionalism/brand integrity during challenging times. 

Additionally, if you have one particular person on your team designated to handle crises, be sure to include their contact information here for easy access in times of need.

How and When to Review Your Social Media Policy

Now, we wouldn’t be TGL if we didn’t remind you that maintaining and updating your policy is just as important as creating one!

Regularly reviewing your policy is a must. We recommend including this in your annual strategy discussions. When reviewing your policy, ensure you check its effectiveness in line with social media performance and changing trends. By remaining attentive to changes and adjusting the policy as needed, you and your team can ensure the policy's continued relevance for your company's online presence.

Still feel like you need some extra inspo to get the ball rolling? Browse through these examples of successful social policies from some well-known brands like Coca-Cola and Best Buy.

Congrats! You now know how to build a well-crafted social media policy! By setting forth clear expectations, offering guidelines on social media do's and don'ts, and fostering a shared understanding among your entire team, your organization is prepared to navigate any and all platforms you wish to explore. Happy posting!