Just thinking about writing a social media policy makes us cringe. It's one of those tasks that membership and club managers know should be a priority but will find any excuse to avoid. And yet for all the procrastinating, it's not that difficult a task. To help, here are a few things to consider when writing your policy.
Why do you need a social media policy?
Given the explosive popularity of social networking, it's likely your employees are already actively engaging. Considering the public nature of social media and the rapid-fire speed at which information can spread, without proper guidelines in place your Club is exposed to risks. These risks range from employees “social NOTworking” on company time to an employee posting offensive content that causes serious damage to your Club's reputation.
By providing clear guidelines on what's appropriate and what's not appropriate, a social media policy will help mitigate risks and contain fallout in the event of a breach of conduct or a full-on crisis.
Equally important, a social media policy will help mobilize some of your greatest advocates: your employees and members. Everyone at your club has a role in shaping your reputation, and the more voices sharing relevant content about your golf course, tennis facilities, dining room, spa, fitness center, events, etc. the greater your reach. The policy should encourage staff to support your social media activities rather than discourage them for fear of breaking rules.
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by Andrew W. Singer, Esq. and Jason B. Klimpl, Esq.
