The rise of social media platforms such as Facebook, Twitter, Instagram, and LinkedIn to name a few, have provided the average person with a variety of electronic platforms to communicate on, voice an opinion, stay connected and engage with others. Social media can also be utilised by companies as a marketing tool to promote their businesses online, enhance brand visibility and as a means to gauge and improve customer satisfaction.
 
With the ever-expanding use of social media, the increased use of electronic communication platforms and the ease by which employee X can voice his opinions or publish material online, it is no wonder that (careless) use of social media by employees has become a prominent topic in the news the past few years. The ease by which a thoughtless comment or emotionally-fueled post can bring an employer into disrepute and destroy client relationships is a reality of social media, and one which may cause irreparable harm if left unchecked.

Here are five reasons why your company needs a social media policy to alleviate the potential negative effects which a careless comment on social media may have on your business: 

1. Setting boundaries

A social media policy can be described as a corporate code of conduct which provides clear parameters for employees. This ensures that employees know and understand what is considered acceptable conduct on social media versus behaviour that will not be tolerated. 

Ideally the policy should also highlight the consequences for breaching the company`s social media policy and have effective enforcement mechanisms in place to encourage compliance. This will also help the employer to justify disciplinary action when an employee steps out of line.

2. Be aware of the risks

Employers may face brand damage, reputational harm and suffer consequential loss of business from unsavoury posts or comments made on their business accounts. In some circumstances, companies may also be held vicariously liable for the posts or comments of their employees on social media. 
 
In the age of social media, where a post can go viral in a matter of hours, it has become crucial for employers to have clear policy guidelines on acceptable social media use and the repercussions of stepping out of line.
 
3. It does not matter if your business does not have a social media presence – your employees do! 

A good social media policy should distinguish between, and cover both, employees` personal social media use (during and after work hours) as well as employees` use of social media for business purposes.
 
It is important to understand that a company still requires an appropriate social media policy notwithstanding the fact that the business might not have its own social network accounts. The fact of the matter is that the majority of employees are using social media, even if your business is not.
 
A social media policy can be an effective means of managing employees’ conduct by limiting personal social media use during working hours and making sure that employees understand the risks associated with misusing social media and ensure that they know what is expected of them.

4. Striking a balance

Employers need to strike a balance between respecting their employee`s privacy and protecting their business interests. 

The rights to privacy and freedom of speech are constitutional rights in South Africa. However, although freedom of expression is a constitutional right, it is not an absolute right. It is important to keep in mind that when a person exercises his right to freedom of expression, that he does not encroach on another person’s rights. A social media policy should clearly define what will be considered libelous in terms of the company’s image in the general market place, and the consequences of such statements.

5. Protecting your company`s brand and reputation

Employers should not underestimate the significance of establishing a sound social media policy, or they may well face dire consequences. Having a social media policy that is applied consistently and regularly communicated to employees will go a long way towards protecting your company`s brand and reputation as well as managing your company`s liability.