With the rapid growth of mobile phone usage, engaging on social media has become easy to do anywhere and at anytime including on work sites.
If employees are conducting social media activities on behalf of your building business, posting about the business on their personal accounts or using social media at work – it’s important to provide them with social media guidelines to follow.
A social media policy will set down the rules and regulations for how best to use social media to ensure your building business is appropriately represented at all times.
Here are six important points to consider when creating a social media policy for your building business.
Who is responsible for posting on behalf of the organisation
Think about who will be in charge of your social media profiles. It’s a good idea to have at least one social media manager within your organisation who can monitor, update, post and measure social media as well as manage other employees’ involvement. This will help to ensure your social media profiles are managed correctly and the business is represented appropriately.
Accessing personal social media profiles while at work
Let’s face it – with smartphones, it’s difficult to control your workers’ access to social media. So your policy should make it clear for staff that their personal online activities must not interfere with their job performance.
You can provide your employees with approved topics and discussions, which are acceptable for them to post on social media on behalf of the business. This will help employees to clearly understand the boundaries within which they can comment online.
This should apply to your workers’ personal profiles too. For example, a Facebook post “Don’t feel like going to work today… here’s a sickie coming my way,” could have detrimental effects even if posted on a personal profile. In the online world, secrets don’t last long.
What tone of voice to use
The tone of voice you choose for commenting on social media will depend on the platforms your business engages on and the culture of your organisation. LinkedIn requires formal language, while Facebook will have a more conversational tone.
A useful question to ask is ‘how do you want your building business to come across?’ No matter the answer, make sure you still maintain a level of professionalism at all times.
Responding to negative comments
In your social media policy you can provide clear instructions on how to respond to negative comments, including who should be alerted, who needs to respond, what timeframe the response should be provided in and how.
Using social media incorrectly
Just as improper behaviours have consequences in your workplace; employees also need to know what the consequences are for using social media inappropriately.
Once you have developed a social media policy it’s important to educate and train your staff on how to use it. This will help to improve your social media efforts and reduce the risk of accidents or mistakes online.
Chris Mottershead is the Account Manager for Infolink.com.au, one of Australia’s largest online directories for the architecture, building, construction and design sectors. Chris is an expert in helping businesses market their business online to prospective customers. He has a first-class honours degree in marketing management from Manchester Metropolitan University and spent five years developing the marketing strategy of Ecobuild, the world’s biggest event dedicated to sustainable design, construction and the built environment.