DIY Management: 5 Dos and Don’ts of using social media in the office

Social media dos and don’ts | BCBusiness

Advice from two workplace gurus—Taryn Mackie, a Bull Housser partner specializing in labour and employment, and Chris Gouglas, senior corporate counsel at Best Buy Canada—on the right and wrong ways to use social media in the office

1. Clarify employees’ online responsibilities: Company policies, including confidentiality and harassment, apply to social media activities whether or not they are on company time and company computers, smartphones or other devices, says Taryn Mackie. Employees may be held accountable by their employer or third parties if the activities are illegal, cause damage or are in breach of any duties, which could involve being terminated and facing criminal or civil liability.

2. Establish guidelines for online forums: The online community is a critical forum for us to communicate with customers and allow them to exchange ideas and their love of technology, says Chris Gouglas. Clear guidelines are key to setting up expectations of how you expect community members to interact with each other. Community sentiment and behaviour should then mature over time, resulting in the community self-policing and supporting each other without intervention from the brand.

3. Be cautious using social media in hiring: There are two considerations in conducting a social media background check, says Taryn Mackie: human rights and privacy. A prospective employee’s social media page may include information that is inaccurate, protected under the human rights code or not relevant to making a hiring decision. First, employers should read “Guidelines for Social Media Background Checks” provided online by the Office of the Information & Privacy Commissioner for British Columbia.

4. Speak with a strong, authoritative voice: In the context of crisis management, when there is a lot of buzz and conflicting messaging, people are looking for an authoritative voice, says Chris Gouglas. Make clear who is allowed to speak on what topic in social media. Multiple parties responding with different messages weakens the message and its delivery. If you can provide a consistent message, then you can break through that clutter and have a real advantage in landing your message.

5. Remember that the Internet never forgets: Taryn Mackie recommends reminding employees to be careful what they post online. Social media is neither secure nor private, and once posted, information can go viral with no way of removing all traces of it from the Internet. Employees should also be sure not to imply that they are representing their employer without first getting consent.