The clothing company GAP Inc. presented the following social media policy to all of its 134,000 staff.

It’s a straightforward, conversational tone, which was well received and understood by their employees. It covers everything clearly and doesn't use legal jargon so it’s easy to understand.

Please keep in mind...

There's really no such thing as "delete" on the Internet, so please—think before you post.

Some subjects can invite a flame war. Be careful discussing things where emotions run high (e.g. politics and religion) and show respect for others' opinions.

It's a small world and we're a global company. Remember that what you say can be seen by customers and employees all over the world and something you say in one country might be inaccurate or offensive in another.

Respect other people's stuff. Just because something's online doesn't mean it's OK to copy it.

Your job comes first. Unless you are an authorized Social Media Manager, don't let social media affect your job performance.

How to be the best...

Play nice. Be respectful and considerate, no trolling, troll baiting, or flaming anybody, even our competitors.

Be yourself. Be the first to out that you are a Gap Inc. employee—and make it clear that you are not a company spokesperson.

If you #!%#@# up? Correct it immediately and be clear about what you've done to fix it. Contact the social media team if it's a real doozy.

Add value. Make sure your posts really add to the conversation. If it promotes Gap Inc.'s goals and values, supports our customers, improves or helps us sell products, or helps us do our jobs better, then you are adding value.

Don't even think about it...

Talking about financial information, sales trends, strategies, forecasts, legal issues, future promotional activities.

Giving out personal information about customers or employees.

Posting confidential or non-public information

Responding to an offensive or negative post by a customer. There's no winner in that game.

As you can see, Gap Inc. has figured out a social media policy doesn't have to come from the legal department, and that a straightforward, conversational tone probably makes the greatest impact with employees.

To your web success,
www.LukeHayes.com.au
Web Marketing Strategy

Best Selling Author of Website Masterplan

YES DELETE
You don’t want to provide your competitors with an easy way to insult your business and run you down… so feel free to delete this type of malicious comment as soon as possible.

If a Fan uses rude/profanity, racial and ethnic slurs, if they post hateful, threatening, or pornographic content, if they bully and intimidate other FANs for their comments or make disparaging personal remarks… feel free to delete their comment.

If you are questioned by a FAN for deleting their abusive comment and it clearly falls into the above category, you can feel comfortable explaining your acceptable policy.

DO NOT DELETE
Firstly it’s important to know that if you have a bad product or service, people are going to post negative comments on the Internet… and you have a much bigger problem than just negative comments.

When you receive criticism on your Facebook page it feels like a dagger in the chest.  Stay calm.  Think before you react.Yes I know your first instinct is to defend yourself and go on the offensive.  Is typing an angry rebuttal with equally abusive comments going to be smart considering everyone on the web can read it?

A Facebook manager has to be able to accept the good and the bad.  You don’t want to insult clients and FANs by dismissing their criticism… don’t delete these negative comments; instead work to resolve the problem.

If you receive constructive criticism, thank the person for their suggestion at the start of your response.  You can go on to explain what you did or will do to sort this out, or simple let them know you will consider their advice.The key is toshow your FANs and the online community you are engaged and care.  If you do you’ll find that people will be forgiving and supportive.

There will always be the potential for positive and negative feedback.  It’s the way you react to it that shines either a positive or negative light on your business.

To your web success,
www.LukeHayes.com.au
Web Marketing Strategy

Best Selling Author of Website Masterplan