1. Social Networking Polices
Social Networking can be broadly described as communications between and
among individuals utilizing Web sites and services that open these conversations to
a larger audience. Often these communications are more timely, informal, brief and
less refined than traditional business and marketing communications. They also
lend to more personal and conversational approaches to the topics that are being
discussed.
Examples of social networking include “blogs” (short for web logs which serve as an
online journal), YouTube videos, shared bookmarks, the Twitter micro-blogging
service and networking Web sites such as Facebook and LinkedIn. All these
channels of content communication share a common trait of encouraging rapid
conversations to be shared with a wider audience.
While these channels offer great opportunities for reaching and engaging clients,
members, prospects and other potential allies, they also represent risk. Rapid, un-
vetted conversations that make their way to a wider audience can potentially get
you into a lot of trouble.
This article references and summarizes other writings on the subject of social
networking best practices in the hope of giving the reader a starting point for
developing their own policies. Please keep in mind that this author is a lowly
Webmaster and suggests that an attorney review any formal documentation or
polices an organization adopts.
Components of a Social Networking Policy
Steven C. Bennett of Jones Day writes in the Metropolitan Corporate Council Web
site on the topic of Social Networking Policies: Best Practices For Companies
(http://www.metrocorpcounsel.com/current.php?
artType=view&artMonth=January&artYear=2010&EntryNo=10521). In it he
describes many of the key components of a social networking company policy
document that can be shared as part of an employee handbook. A couple interesting
issues that he addresses include 1) the idea that employees are adequately trained
and competent in the social networks they participate in and 2) working with a
lawyer to determine what steps a company can legally take in using social
networking sites as part of employment decisions. However, there are a number of
other concerns he talks about in the article.
Formulating a Social Networking Strategy
An informative primer on how about addressing social networking is provided by
Professor Kaye D. Sweetser of the University of Georgia. In a blog post
(http://www.kayesweetser.com/archives/206) she provides some guidelines for

2. entering into social networking. She recommends addressing social networking in
three steps; 1) monitoring social networks to see what is being said about a
company, 2) engaging individuals through social networks and 3) hosting one’s own
space on a social network, such as having a Facebook page.
Overall, the article encourages an approach to social networks where the
participants first and foremost understand the context and culture of the social
network and make sure that this culture fits with that of the company. Dr Sweetser
also recommends not using social networks as simply a venue to rebroadcast press
releases, but rather focus on content that engages the audience in that network.
Hosting Social Networking and Privacy
A final component of social networking best practices includes the issue of privacy,
particularly the privacy of individuals participating in a social network that is
hosted by the company, such as a bulletin board or even comments that may be
posted on a blog. Companies should state in their privacy policies how content
contributed by their users or visitors can be used by the site, along with how any
personal information gathered for purpose of engagement can be used in other
activities. A testimonial, for example.
Some software may come with its own privacy policy template, such as phpBB
(http://www.phpbb.com/community/ucp.php?mode=privacy).
Conclusion
This article only touches on some of the issues to consider when engaging social
networking, but is a good starting point for planning policies and strategies. A key
theme that comes across when researching social networking is to address it as a
formal communications channel. In other words, treat social networks the same
way you would treat a press release, making sure that it meets the same standards
for quality and doesn’t include information that shouldn’t be released. If hosting
your own social network, make sure that your privacy policy addresses visitor’s
participation and how you can use the information they contribute.