SOCIAL MEDIA POLICIES AND MEASUREMENTS
Unit – III
Social Media Policies-Etiquette, Privacy-
ethical problems posed by emerging social
media technologies - The road ahead in social
media- The Basics of Tracking Social Media -
social media analytics- Insights Gained From
Social Media- Customized Campaign
Performance Reports - Observations of social
media use.
What is a social media policy?
• A social media policy is an official company
document that provides guidelines and
requirements for your organization’s social media
use. It covers your brand’s official channels, as
well as how employees use social media, both
personally and professionally.
• The policy applies to everyone from the CEO to
summer interns, so it needs to be easy to
understand. It can be part of a wider social media
marketing strategy, or it can live with onboarding
materials and other company policies.
What is a Social Media Policy?
• Having a social media policy for your business is
essential in making sure your employees know what they
should and should not do on social channels. Plus, it can
help your company curb any legal or security issues.
• A social media policy simply outlines how an
organization and its employees should conduct
themselves via the web. It helps protect your company’s
online reputation and encourages employees to also get
involved in sharing about the company in their online
networks.
• The challenge is many companies do not know how to
best organize a good social policy and want to ensure
employees are actually reading it.
Why do you need a social media policy for
employees?
• Maintain your brand identity across channels
• Protect yourself from legal and regulatory
challenges
• Facilitate diversity and inclusion
• Prevent a security breach
• Prevent a PR crisis
• Respond quickly if a crisis or breach does happen
• Clarify employees’ social media responsibilities
• Encourage your employees to amplify your
brand’s message
What should your social media policy include?
• Roles and responsibilities
• Security protocols
• A plan of action for a security or PR crisis
• An outline on how to comply with the law
• Guidance for employees’ personal social
media accounts
• Employee advocacy guidelines
Why is Social Media Etiquette important for
business?
• Etiquette helps with online interaction
• Etiquette aids in remediation after a blunder
• Etiquette can help you appear empathetic
• Etiquette assists you focus on the result
• Etiquette protects you from legal implications.
• Etiquette protects your brand respectability
Social Media Etiquette for professionals
• Keep your audience in mind
• Make sure you don’t post any personal
information
• Share valuable content
• Share consistently but don’t overdo it
• Beware of social media norms
• Uphold business values
• Maintain a schedule
• Identify platforms that work for you
• Provide a complete bio for your brand/business
• Address follower queries
Social Media Etiquette for Employees
• Use social media during working hours
• Keep personal and professional accounts
separate
• Avoid sharing personal information
• Consult with coworkers
• Make use of disclaimers
Why is social media etiquette important?
• Protect against legal and security issues
• Protect against privacy risks
• Empower staff
• Defend your brand
Threats to Privacy on Social Media
• Data Mining
• Phishing Attempts
• Malware Sharing
• Botnet Attacks
How to Protect Your Privacy on Social Media
• Read and Understand the Privacy Terms
• Site Features
• Adjust your Privacy Settings
• Biographical Information
• Account Information
• Friends or Contacts
• Turn Off Your Location
• . Be careful about posting photos online
• Avoid Clickbait
Security Tips for Privacy on Social Media
• Choose a “strong,” secure password.
Use different passwords on all your different social media
accounts.
• Change your passwords frequently.
• Avoid logging into public computers or using friends’ phones
to log in to your social media accounts.
• Use caution with public wireless connections when accessing
your social media accounts. If possible, use a VPN.
• Avoid using public or shared devices to access your social
media accounts.
• Avoid clicking on social media links, even the ones sent to you
by a friend.
Ethical problems posed by emerging social
media technologies
• Misuse of Personal Information. ...
• Misinformation and Deep Fakes. ...
• Lack of Oversight and Acceptance of
Responsibility. ...
• Use of AI. ...
• Autonomous Technology. ...
• Respect for Employees and Customers. ...
• Moral Use of Data and Resources. ...
• Responsible Adoption of Disruptive Tech.
The Long Road Ahead: Social Media Succes s
• “Don’t use social media to impress people;
use it to IMPACT people” - Dave Willis.
• Genuine relationships take some time to
develop.
• Creating value doesn’t happen in a blink of an
eye
• Building loyalty and brand awareness are
long-term goals.
The Basics of Tracking Social Media
• Impressions. Impressions are the number of times your content
is shown to users. ...
• Reach. Reach is the number of users who see your content,
even if they see your content multiple times.
• Audience growth rate. ...
• Engagement rate. ...
• Click-through rate. ...
• Bounce rate. ...
• Average time on page. ...
• Referrals.
• Cost-per-click
• Response rate
• Response time
Why Social Media Analytics Are Important
•Increase Customer Acquisition
•Protect Brand Health
•Lower Customer Care Costs
•Maximize Product Launches
•Boost Campaign Performance
Improve Crisis Management
10 of the best social media analytics tools
• #1: Hootsuite Analytics
• Growth = hacked.
• #2: Google Analytics
• #3: RivalIQ
• #4: Hootsuite Insights powered by Brandwatch
• #5: Brandwatch
• #6: Talkwalker
• #7: Keyhole
• #8: Channelview Insights
• #9: Mentionlytics
• #10: Panoramiq Insights
Social Media Insights
• Social Posting Optimization
• Social Advertising
• Targeted Calls-to-Action (CTA)
• Email Marketing
• Competitive Social Media Insights
Seminar Topics
• Customized Campaign Performance
Reports - Observations of social media use.
