Protect Your Company From Social Media Mayhem

As companies wade into social media, many find that it’s challenging to develop sound legal policies about the use of this technology. Sharon Toerek, a partner at the Cleveland law firm of Licata & Toerek, says too many companies construct social media policies in a vacuum. “It requires a multidisciplinary approach,” she advises. “You need input from all the groups in the organization.”Toerek and Lisa Zone, a senior vice president at the public relations firm Dix & Eaton, offer these guidelines for companies engaging in social media:

Clearly define specific behaviors and actions that aren’t acceptable.
Cover the range of events that could theoretically take place, but be specific enough to deal with real events and situations.
Extend policies and training to junior employees and independent contractors who post to social media sites.
Define who owns the followers and content of company-owned social media accounts.
In some cases, specify ownership in a contract between the organization and the employee or contractor.
Analyze policies regularly and examine issues and problems as they arise.

Adapted from “Some Social Media Policies Are Unlawful” at Baselinemag.com.