Whether or not your club has a page on Facebook or uses Twitter or other Social Media, it is imperative for your club to have a Social Media Policy in place.
Given the immense popularity of Social Networking, it is highly likely that at least some of your employees are actively engaging in this media. As a result, it is important for your club to have guidelines in place to avoid being exposed to risks.
These risks range from employees “social not-working” on company time to an employee posting sensitive or damaging comments that can cause serious harm to your reputation and even result in legal action.
By having clear guidelines on what is and isn’t considered appropriate, a Social Media Policy will help mitigate these risks and contain fallout in the event of a breach of conduct. It will also help mobilise your employees to become your greatest advocates.
Your employees play an important role in shaping your reputation and the more people you have sharing relevant content about your club the greater your reach. The policy should strike a balance between guiding appropriate behaviour and encouraging staff to support your social media activities.
Prior to finalising the policy, a draft version should be made available for staff to review and provide input. This will encourage a sense of ownership of the policy from the beginning and should result in better outcomes.
The draft policy should also be reviewed by a Human Resource professional and/or an Industrial Relations lawyer to ensure it complies with club policies and relevant employment standards. Once finalised, review the policy at a staff meeting to ensure it is fully understood and make certain all staff sign a copy.
Make sure it is included in the orientation pack of any new staff. Any external contractors should also be given a copy and sign off on the policy.
Following is a sample policy to get you started. Remember that this is just a guide to get you thinking about what should be included in your club’s policy and that you should always seek legal advice before implementing a policy of your own.
1. Objectives
The club is committed to utilizing social media to enhance its profile and reputation, to listen and respond to guest opinions and feedback, and to drive revenue, loyalty and advocacy. We encourage employees to support our activities through their personal social networking channels while adhering to the following guidelines.
2. Definition
For the purpose of this policy social networking refers to the use of web-based and mobile applications for social interaction and the exchange of user-generated content including video and photo sharing. Social media channels include, but are not limited to, Facebook, Twitter, LinkedIn, YouTube, Flickr, blogs, review sites, forums, online communities, location-based networks like foursquare and Gowalla, and any similar online platforms.
3. Key Contacts
Employees are encouraged to become fans and followers of the club’s profiles and to share company-generated content within their personal networks. However, the club’s channels are administered by designated key contacts only, and all official messaging must be approved and distributed by them. If you have content you wish to share via these channels, please forward it to them for review.
4. Conduct
Rules of conduct as outlined in the employee manual apply to social networking activity. Employees are expected to conduct themselves in a professional manner, to respect the views and opinions of others, and to demonstrate respect for the club, its committee and management, members, guests, vendors, employees and competitors.
The club and its employees are committed to conducting ourselves in accordance with best industry practices in social networking, to being responsible citizens and community members, to listening and responding to feedback, and to communicating in a courteous and professional manner.
Behaviour and content that may be deemed defamatory, disrespectful, dishonest, offensive, harassing, threatening or damaging to the club’s interests or reputation are not permitted. The use of social media channels on club time for personal purposes is not allowed.
5. Transparency
The club is committed to honesty, authenticity and accountability in all social media communications. Employees must disclose their identity when engaging in discussions or sharing content related to the company. If voicing a personal opinion, employees must include a disclaimer stating that the opinions expressed are their own and not those of the club or its employees.
6. Confidentiality and Copyright
Employees must not disclose private or confidential information about the club, its committee, members, guests, employees or suppliers on social networks. Employees must respect trademarks, copyrights, intellectual property and proprietary information. No third-party content should be published without prior permission from the General Manager.
7. Enforcement
The club maintains the right to monitor company-related employee activity in social networks. Violation of policy guidelines is grounds for disciplinary action such as verbal or written warning and may include dismissal.
