According to 2011 Social Media Marketing Benchmark Report (MarketingSherpa, 2010). The survey reveals Social Media Policy is a controversial issue in enterprises. As a result there is 3,300 employees have been observed and 20% believe that Social Media Policy is unnecessary but near 80% participants of enterprise already start to setup Social Media Policy meanwhile, in some companies seems the Social Media Policy as a security contract.
Companies are using social media tools to establish value in terms of marketing and branding. However, there are some blurred boundaries of Social Media Policy when staffs work with.
#1 Business Secret issue.
For example, in a company if a employees break their own NDA(Non-disclosure agreement) in social media or social network then reveals important information on the internet. Therefore, disclosure of company confidential material is dangerous, such as blogs and online forums, as this can be an ideal way to demonstrate their expertise and promote the company to a wide audience. But this can give rise to the risk of confidential information being disclosed, either deliberately or inadvertently.
#2 Loss of, or damage to, reputation of business for company.
For instance, there are some comments in the press of instances where disgruntled employees have criticized their company in online forums or chatting rooms, raising the possibility of damage to the enterprise brand and reputation. Employers are in a much stronger position to take action against staff for such offenses if they can show they have a policy that states that such actions are unacceptable, and that the employee was fully aware of the existence of the policy. “Your employees are talking about you whether you like it or not. We’ve all heard stories of employees posting inappropriate content on Facebook and Twitter then getting kicked to the curb.” (hirerabbit, 2012)
However, current organizations will recognize that risks do exist, and take steps to manage for social media policy. One of these steps is the introduction of a social media policy, which will control how social media sites and tools are used, and then give companies a level of protection in the event that such use is abused for their employees
The example of Social Media Policy – Intel Company
Intel Company with headquarters in Santa Clara California United States, designs and manufactures computing and communications components, such as microprocessors, chipsets, motherboards, and wireless and wired connectivity products, as well as platforms that incorporate these components (Intel annual report 2011.) As a huge international company hence, Intel has updated and builds related Social Media Policy for their employees.
According to Intel Social Media Guidelines there are two points
Honesty—or dishonesty—will be quickly noticed in the social media environment. Please represent Intel ethically and with integrity.
- Be transparent: Use your real name, identify that you work for Intel, and be clear about your role.
- Be truthful: If you have a vested interest in something you are discussing, be the first to point it out and be specific about what it is.
- Be yourself: Stick to your area of expertise; write what you know. If you publish to a website outside Intel, please use a disclaimer something like this: “The postings on this site are my own and don’t necessarily represent Intel’s positions, strategies, or opinions.”
Make sure all that transparency doesn’t violate Intel’s confidentiality or legal guidelines for commercial speech—or your own privacy. Remember, if you’re online, you’re on the record—everything on the Internet is public and search able. And what you write is ultimately your responsibility.
To avoid the negative using social media for employees Intel has established a division to undertake the environment which is Data Center Group and combined the McAfee system to surveillance and for business Intel has Search PCN Database which can protect important only allow use in internal. For products selling Intel provides a non-disclosure agreement for retailers and marking division must control this rules seriously. Consequence, various organizations with any kind of formal structure have a policy in place for working for social media.
Broitman, R. (2010). Social Media Policies Super list Retrieved from http://blog.hirerabbit.com/5-great-corporate-social-media-policy-examples/
Hirerabbit, (2012). 5 Great Corporate Social Media Policy Examples Retrieved from
Intel Social Media Guidelines (2012). Retrieved from http://www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html
Social Media Marketing – MarketingSherpa (2010). Retrieved from www.marketingsherpa.com/SocialMediaExcerpt.pdf
Tania (2011). The importance of a Social Media Workplace Policy Retrieved from http://www.bizeezvirtualsolutions.com/the-importance-of-a-social-media-workplace-policy/