A Successful Social Media Policy

Regina Luttrell, social media expert and author of Social Media: How to Engage, Share, and Connect believes a social media policy is an important set of guidelines an organization can develop and execute. A social media policy requires four characteristics in order to be successful: encouraging participation, building relationships, fostering transparency and minimizing risks.

Walmart, the largest grocery store chain in the United States has a recognized social media policy. 

Encouraging participation:

Walmart encourages employees to use social media, but wants to make sure they know the rules of Facebook when it comes to discussing company business. It’s important for employees to protect confidential or private information, respect financial disclosure laws and to not say you speak for the company without written authorization. Walmart’s mission is saving people money so they can live better.

Building relationships:

Relationships can be built not just face-to-face, but also through the digital world. A big focus behind Walmart’s policy is if you want to leave a comment about customer service or other issues, then you should visit Walmart’s Facebook feedback app, leave a comment through the contact us page or call 1-800-WALMART. They want to build their relationships with their customers by handling the problem offline.

Fostering transparency:

In order to foster transparency, it’s important to state both your opinion and affiliation. For example, in Walmart’s policy they specifically call out the Walmart Moms Program. Individuals who are participating in this program are required to disclose their relationship with Walmart as well as any compensation received. This in turn allows individuals to know how their friends feel about certain products, but also know they may be receiving compensation.

Minimizing risks:
Walmart has a specific “know the rules” section in their policy. Walmart encourages employees to protect confidential or private information, respect financial disclosure laws and to not say you speak for the company without written authorization. The “know the rules” section is just one of the three sections outlining specifics for associates. The other two sections are remember that we have a dedicated Facebook team tasked with responding to customer inquiries or criticism and consider using company established channels for job-specific issues. These three sections help minimize risk while using social media, but also help to maintain the Walmart brand and mission.