Avi Eyal.

Upholding company values through responsible social media usage

Guidelines for responsible social media use by staff during crisis & routine

Social media has become a significant part of our lives, both personally and professionally. Given recent events, one cannot but understand the personal challenges faced by each and every person related to their work obligations and their personal views and psychology. This reflects in the content they post, retweet/forward, and comment on. But, in truth, while it's natural to want to express personal rights and beliefs, there is a responsibility to consider—the impact on the company one is employed at and the potential reputational effects, even on personal social media. A company should stand for something, as standing for nothing is in itself making a statement.
It is crucial for the staff across our various companies to engage in responsible social media use to maintain a positive online presence and uphold the company's values. To ensure message alignment and strong social media content, here are some simple guidelines.
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Avi Eyal
Avi Eyal
Avi Eyal.
(David Garb)
Staff and Company are Intertwined
When a staff member is online, they are not just individuals but representatives of your company. Emphasize the importance of being mindful of their actions and words to maintain the company's reputation. Advise them to avoid sharing sensitive information or making statements that could be misunderstood. When in doubt, recommend consulting their managers or the marketing team. It's best to err on the side of caution.
Alignment Among Company Employees
Consistency is key. Ensure all employees are aware of the company's values and core messages so that their social media activity aligns. Whether sharing company updates, promoting products, or expressing personal opinions, they should harmonize with the overall values and goals of the company. This harmony helps present a united front, reinforcing the company's brand and image. If in doubt, always consult marketing first.
Activity is not Limited to Posting
Social media activity extends beyond posting. Liking, sharing, and commenting on content are integral aspects of engagement. When staff engage in these activities as individuals, they are still connected to the company. Some people tend to take a firm opinion on social media discussions which might impact the company if the words written are not aligned with the company's agenda. In regard to the company’s content, encourage staff to support and promote the company’s initiatives by interacting with relevant posts. This not only enhances the company's visibility but also fosters a sense of community.
Sensitivity to Staff yet Maintain a Clear Policy
In a diverse workplace, employees naturally hold differing opinions. It's critical to recognize this diversity and be sensitive to these opinions. The goal here is not to curtail individual expression but to foster a culture of respect and consideration.
However, this sensitivity needs to be balanced with a clear social media policy. Your company must establish boundaries for acceptable behavior, ensuring that social media activity aligns with the company's core values. This policy will be clearly defined, communicated to all employees, and serve as a guide to navigate the ever-evolving landscape of online interactions.
Tips for strong social media content
  • Keep it short and simple.
  • Numbers and facts are nice, but try to combine a personal and authentic point of view—it’s much more engaging.
  • Show emotions but not impulsiveness—after writing the text, read it again from someone else's perspective. You can also ask a colleague to take a look.
  • Each platform is different and used in a different way—make sure your content is the perfect fit for the platform you’re using.
  • Credibility is super important, as you don’t want to spread misinformation. Always check your sources and back up your claims.
  • Use tools like ChatGPT, Grammarly, Wordtune, bria.ai etc., to help create content, but don’t forget to test with a human eye and brain.
  • Fact check! Do not rely on ChatGPT and double-check your data and facts.
  • Don’t rush to post. It's safer to be slower and clearer than to shoot from the hip.
Avi Eyal is the Co-Founder & Managing Partner of Entrée Capital.
Contributors: monday.com, Jessica Yakim