4. How will we inform employees about their responsibilities?
Some organizations confuse policy creation with policy communication. A policy should be well-written and comprehensive, but it’s unlikely that the policy alone will be all that’s needed to instruct employees about their responsibilities for social media.
A well-designed communication plan, backed by a training program, helps to make the policy come to life so employees understand not just what the policy says, but how it affects them.
It also explains what the organization expects to gain from its participation in social media, which should influence employees’ social media interactions.
5. Who will monitor social media employee activities?
Once you’ve set the strategy, established the rules, and explained the rationale for them, who will ensure they’re followed? Who will watch to make sure the organization is getting the desired benefit from social media?
A well-designed training and awareness program will help with this. But managers and the organization’s social media leader also need to pay attention.
Managers need to understand policy and assumptions and how to spot inappropriate activity. But their role is to be more of a guide to support team self-moderation, rather than employ a top-down, monitor-and-control approach.
6. How will we train managers to coach employees on social media use?
Some managers will have no problem supporting their employees as they navigate a myriad of social media sites. Others may have more trouble helping employees figure out the best approach for blogs, microblogs, and social networking.
There must be a plan for how the organization will give managers the skills needed to confront and counsel employees on this sensitive subject.
7. How will we use missteps to refine our policy and training?
As with any new communications medium, some initiatives go exceptionally well, while others run adrift or even sink.
Organizations that approach social media using an organized and planned approach, consistent with the organization's mission, strategy, and values, will be able to review how well these initiatives meet their objectives and use that insight to improve existing efforts or plan future projects better.
For more information, consult Gartner’s “Answer Seven Critical Questions Before You Write Your Social Media Policy.”