Policy makes most of us cringe. Too often policy is associated with “thou shall not…” But policy also informs and educates our workforce on appropriate behavior. Today FTC’s Guides Concerning the Use of Endorsements and Testimonials in Advertising goes into action. It is an 80+ page document, but here is the general message:
Marketers have an obligation to advise participants in word of mouth or social marketing programs of their responsibilities to disclose their relationship with you and make accurate product claims.
In essence Be Transparent, Be Truthful, Be Human. Don’t deceive your audience. It is the responsibility of marketing to have effective procedures in place to monitor. A policy is usually the starting point. A Social Media policy should inform your workforce and your customers what behaviors are acceptable and which ones will not be tolerated. The policy should encourage responsible participation, not scare the reader into paralysis. Also anytime you publish a policy, don’t forget about compliance. Policy plus Education are necessary steps to ensure your company is Operating responsibly.
What are your suggestions for what to include in a company’s social media policy?