Before taking their first steps in the world of social media, companies should be creating policies that clarify what's expected of employees, said Ken Goldstein, worldwide media liability manager for Chubb Group of Insurance Cos. in Warren, N.J.
Without a clear policy, employees may unknowingly post inappropriate content that could lead to their dismissal.
Here are other tips from Goldstein and Chubb:
-- Designate a social media guru with appropriate experience and knowledge to pre-screen content.
-- Protect the corporate username and password to help ensure disgruntled employees can't post on behalf of the company.
-- Don't relax your writing rules. Even though a tweet isn't an official memo or email, your company can still get sued.
-- Update all contracts to allow the posting of content (i.e., from a speech, conference call, white paper, webinar) in new media.
-- Ask before you click: Is this information relevant to the corporate message and business practice?
-- Consider whether a tweet or post is potentially insulting, offensive or defamatory. Lean on the side of caution.
-- Act fast to take down infringing or offensive material.
May 1, 2011
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