On social media, consistency, transparency and professionalism are crucial for any brand or company. The Social Media Guidelines, or guidelines for social networks, become a compass for those who represent the company on digital platforms.
These essential documents establish the norms, values and expectations for the use of social media on behalf of the brand. Here we give you a step-by-step guide to writing effective Social Media Guidelines for your clients but first:
A Social Media Guidelines, also known as a manual of rules or policies for social networks, is a document that establishes the rules, guidelines and expectations for the use of social networks on behalf of a company, organization or brand. This document provides clear guidance on how to represent and communicate the brand on social media platforms such as Facebook, Twitter, Instagram, LinkedIn and others. The Social Media Guidelines are essential to ensure that all team members who handle social media are aligned with the brand strategy and follow best practices for effective and consistent communication online. These guidelines address aspects such as tone of voice, posting frequency, comment handling, use of images and videos, interaction with the audience, and crisis management, among other aspects.
The main objective of the Social Media Guidelines is to protect the reputation of the brand and maintain a consistent and positive presence on social networks. By providing clear structure and guidance, the document helps minimize the risks associated with social media use and maximize opportunities for engagement and meaningful interaction with the target audience.
So, this is what you should do to Write an Effective Social Media Guidelines:
1. Understand the Identity and Values of the Brand:
Before you start writing, it is essential to understand the brand identity and values. Research the company’s mission, vision and values, as well as its tone of voice and communication style.
Example: If the brand is a travel agency that focuses on adventure and exploration, the Social Media Guidelines should reflect this spirit in its tone and content.
2. Establish Clear Guidelines for Communication:
Defines the tone of voice, style and personality that the brand wants to project on social networks. It specifies how brand representatives should interact with the audience and how to handle different situations and comments.
Example: For an elegant and sophisticated fashion brand, the tone of voice can be formal but approachable, with a focus on quality and elegance in all interactions.
3. Delimit Appropriate Topics and Content:
Determine what topics and types of content are appropriate to share on the brand’s social networks. This includes the type of visual content, posting frequency, and topic areas relevant to the audience.
Example: A real estate brand can share content on market trends, tips for buyers and sellers, customer success stories, and visual content of featured properties.
4. Establish Rules of Etiquette and Behavior:
It defines how brand representatives should behave online and establishes clear guidelines for audience interaction, including handling negative comments, responding to queries, and content moderation.
Example: Brand representatives must respond to comments in a timely and courteous manner, addressing customer concerns in a professional and respectful manner.
5. Defines Crisis and Emergency Management Protocols:
Prepare a detailed action plan for crisis situations, such as viral negative comments, controversies, or brand-related emergencies. Establish who is in charge of what and how to respond in the event of a crisis.
Example: In the event of a public relations crisis, the designated team must immediately communicate internally, assess the situation, and prepare a coordinated response that reflects the brand’s values and stance.
6. Educate about Legal and Regulatory Compliance:
Provides guidance on compliance with relevant laws and regulations, such as privacy policies, copyrights, and regulations specific to each social media platform.
Example: Staff should be reminded not to share confidential client information, and to always respect copyright when using images or content created by others.
7. Provides Helpful Resources and Tools:
Offer resources and tools to help the team create quality content, schedule posts, monitor social media activity, and analyze campaign performance.
Example: Social media management tools like Hootsuite, Buffer, or Sprout Social may be recommended to schedule posts and monitor online activity.
8. Update and Review Regularly:
The Social Media Guidelines are not static and should be updated periodically to reflect changes in branding, social media platforms and market trends. Schedule regular reviews to ensure the guidelines remain relevant and effective.
Example: Establish a schedule to review and update the Social Media Guidelines every six months or after major changes to the brand strategy.
9. Promotes Training and Continuous Development:
Provides training and development opportunities for the team to stay abreast of best practices in social media, the use of new tools, and emerging trends in digital marketing.
Example: Host workshops, webinars, or internal training sessions on relevant topics such as content optimization for social media, data analysis, and online crisis management.
10. Promotes Collaboration and Teamwork:
Foster an environment of collaboration and teamwork where team members can share ideas, collaborate on projects, and learn from each other to continually improve the brand’s social media strategy.
Example: Create open communication channels where team members can share ideas, ask questions, and offer constructive feedback on social media strategy.
By following these steps and examples, you can create comprehensive and effective Social Media Guidelines that guide your team to social media success. Remember that consistency, authenticity, and engagement with your audience are key to building a strong social media presence for any business.
