Social Media Policy – Karen

Here is a Social Media Policy that HR asked me to pull together for our company.  I think it went over well with the executive staff and lawyer because it is not very long, it’s educational and it is written in our voice.  We actually had multiple incidents with a certain employee but couldn’t do anything because there was no policy in place.  I did a ton of research before this was written: Good – Gap, Bad – Coca-Cola.

FAR BANK SOCIAL MEDIA GUIDELINES v2.1

Even in the old school world of the fly fishing industry, it is no longer possible to imagine our society without the Internet.  Social networking sites, such as Facebook, Twitter, blogs, and discussion boards have become an integral part of everyday life for millions of people around the world.

The practice of social marketing is becoming increasingly more important for the Far Bank brands.  As the Far Bank brands grow to serve their customers well beyond a website or a printed catalog, social media is an increasingly important aspect of our interaction and transparency with consumers.

What follows are some basic guidelines to help with the constantly changing line between private and public activity that has been blurred by social applications.  Information from your Facebook page, you blog, or your tweets – even if intended for family and friends – can easily be circulated beyond your intended audience.

Social Marketing and Far Bank

The vision of Far Bank to achieve sustainable growth online and offline is guided by our core values and attributes that we live by as an organization and as individuals:

  • PROVIDE EXCEPTIONAL PRODUCTS: As the industry leader we consistently deliver unique products that are more than expected in quality and performance, design and aesthetics.
  • OFFER EXTRORDINARY CUSTOMER SERVICE: We have an uncommon commitment to make the customer happy.  This includes our colleagues, vendors, customers, and end users.
  • HAVE PRIDE & PASSION: We stand by our word. We work with honesty and by doing the right thing even if we don’t have to.
  • WORK HARD, BUT HAVE FUN: We work here because we want to, not because we have to.

In everything we do, it is paramount that we always remember who we are.  In promoting our brands, we adhere to our core values, and it is expected that employees and representatives – including agencies, vendors and suppliers – show the same commitment.

Core Values of Far Bank for Online Community Building and Engagement

If you’re a Far Bank employee or contractor creating or contributing to blogs, wikis, social networks, virtual worlds, or any other kind of social media both on and off any of the Far Bank website properties—these guidelines are for you.

Always Listen: Use new technologies to our advantage to learn what customers are saying about our products and services. Learn from them.

Invite Conversation: Talk to readers like you would talk to real people in professional situations.  In other words, avoid overly composed language. Don’t be afraid to bring in your own personality. Consider content that’s open-ended and invites response. Encourage comments. Ask questions. 

Be Kind: When disagreeing with others’ opinions, keep it appropriate and polite

Be Transparent: Your honesty – or dishonesty – will quickly be noticed in the social media environment.  If you are writing about your work at Far Bank, use your real name, identify that you work for Sage, Redington or RIO, and be clear about your role. Transparency is about your identity and relationship to Far Bank. You still need to keep confidentiality around proprietary information, intellectual property, product development and content.

Be Real: Just by identifying yourself as a Sage, Redington or RIO employee, you are creating perceptions about your expertise and general public perceptions about your co-workers and managers. Stick to what you know, and ask for help if you need to clarify an issue.

Lead By Example: There’s a fine line between healthy debate and knee-jerk reaction.  If it gives you pause, pause before publishing online.  Do not denigrate our customers or competitors or other employees. Nor do you need to respond to ever criticism or jab.  So be careful and considerate. Once the words are out there, you can’t take them back easily, or sometimes, at all.  And like a first date, always avoid politics and religion when representing as Far Bank.

Add Value: The best thing to get something read is to write things that people will value.  Social communication from any Far Bank employee about what we do should help our customers, dealers, distributors and co-workers. It should be thought-provoking and foster a sense of community. If it helps people improve their knowledge and skills, solve problems, build their dealership, understand Far Bank brands better or general gets them pumped up for the sport of fly fishing – then it’s adding value.

Emerging platforms for social networking are fundamentally changing the way we work, offering new ways to engage with customers, businesses, friends and the world at large. It’s a new model for interaction and Far Bank believes that social marketing can help to build stronger, more meaningful brand relationships.

We appreciate your attention and adherence to Far Bank’s Social Media guidelines.  Please feel free to contact your supervisor or the Director or HR with any questions as they relate to our respective brands.

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About karen w

MCDM student at the University of Washington. I work fulltime in the fly fishing industry on a steady dose of high level web projects and marketing communications. I love Alaska, fish and fishing, family, humor and always a good brew.

2 responses to “Social Media Policy – Karen”

  1. Kat says :

    I like it! It reads like a much more casual version of the one I chose as a good policy. 🙂

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