John Brewer on Compliance on Social Media
The complexity of social media compliance can be frightening for many marketers. The concept of compliance is simple: follow the rules. However, in reality, it can be challenging to follow the rules on social media. There are various regulations and laws that govern the use of social media.
The various risks and standards associated with social media vary depending on the industry and location. There are four broad categories of social media compliance: privacy, archiving, marketing claims, and confidentiality. Here are some basic steps you can take to ensure you comply while using social media.
Know Industry-Specific Regulations
In-house social media compliance experts can help you navigate the regulations and laws that apply to your industry.
Having the proper resources and information is crucial for any company to implement social media successfully. Integrating the two departments can minimize the risks and maximize the benefits of social media.
Limit Access to Accounts
Before you can start implementing social media, you must have the proper people who have the necessary access to your accounts.
You should also have multiple team members create content for social media. However, before posting, you’ll need approval from the principal.
One of the most common mistakes companies make when implementing social media is sharing passwords with team members. This can be very problematic when employees leave their positions. A password management system is also vital to ensure that all team members have the necessary permissions.
Closely Watch Your Accounts
One of the most critical factors companies should consider when implementing social media is monitoring their accounts. This can be done by having a set of rules that dictate when and how they’ll respond to comments.
It’s also essential to monitor the accounts of your organization that aren’t under corporate control. Certain brands should also be on the lookout for inappropriate claims from their external sales representatives.
To avoid potential issues, a social media audit should be conducted to identify accounts related to the company. A regular monitoring program is also vital to ensure that the company’s social media strategy works properly.
Document Everything
Social media communications must be archived in specific industries, such as regulated businesses. Having an automated compliance tool can make this process easier.
This tool will help you keep track of all of the messages that your company has posted on social media. It will also help regulators understand how these statements fit into the overall picture.
Make a Content Library
All team members can easily access and share the company’s compliant social media content with their colleagues using a pre-approved library.
Train Employees
Onboarding should include social media training. Follow up with regular updates to ensure everyone is up-to-date with the latest developments in their field.
Your compliance team should also regularly share the latest social strategy and marketing developments with you. Doing so can help them identify potential compliance issues.
Create Compliance Policies
A company’s social media policy should also vary depending on the industry and size of its business. For instance, it might have multiple types of rules.
A social media policy can keep your team members compliant and ensure that the company follows proper regulations. It should also include an outline of responsibilities and rules for social media, as well as guidelines to help keep accounts secure.
The goal of a good social media policy is to help keep the fans and followers properly interacting with you.
A privacy policy should also be posted on your website so people can understand how you store and use their data. Having a robust privacy policy is required by various privacy laws.
You should also add additional requirements to your contracts with influencers, as they may not have the necessary knowledge about compliance.
Originally published at http://johnbrewerlaw.net on January 5, 2023.
