What’s the best way to develop a social media policy for employees without sounding like “big brother?”
Every dealership needs to have a clear and simple policy regarding social networks like Facebook or MySpace. The first step should be to call a meeting specifically to discuss the process and policy of the company in regard to social media. I advise making this meeting mandatory so that eve
ryone clearly understands the process, policy and the consequences for breaking the rules.
In anticipation of the meeting, I find that it is best to do a bit of research online. Find a few examples of social network content, both positive and negative. Be ready to share it with the team to show them the potential damage this could cause for them personally and for the dealership.
Start off on a positive note, make it fun, consider having lunch brought in, and ask team members what they are doing now on these sites. Keep them involved. Moderate the discussion and lead the theme towards some of the potential dangers. Now you can bring out the negative posts you found and distribute copies to the attendees.
This will let them understand the two edge sword of social media and the need for a dealership policy. Ask them for suggestions of what should be in the policy. People usually live better by the rules they help create. They also tend to monitor it better themselves if you give them the pride of ownership.
I also suggest a few monthly follow up meetings to monitor progress. Also make sure every new employee understands the program and ask them for ideas they may have too. Be sure to include the company e-commerce and social marketing review policy in your new-hire package. A business is not a democracy but if you give people the responsibility and authority to be engaged in the process you will have a committed and loyal team.
Kim Clouse is on the Executive Team of Carfolks and an industry trainer, consultant and mentor to some of the top performing dealerships in the South. He can be reached at 205-300-8246. This article originally appeared in the December 2009 AutoUSA Monthly Newsletter in their Ask The Expert Column.
