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Are you leveraging the influence of your employees and fans in social media? Brand evangelists whether employees, influencers or fans have enormous potential to greatly impact perception and demand of products and services through user generated content (UGC). Research reports consumers trust other people more than advertising and this gap may be growing with younger generations.

A Salesforce survey found the most trusted sources of product information was online reviewers (31 percent) and friends, family and colleagues (23 percent) ahead of the band itself (20 percent). With Millennials trust in online reviewers was 40 percent, followed by friends, family and colleagues at 25 percent and trust in the brand itself only 19 percent. Yet, before launching into a widespread brand evangelism or UGC campaign there are important considerations to follow.

The Word of Mouth Marketing Association (WOMMA) publishes Social Media Discloser Guidelines that explain brands have responsibilities to ensure influencers, partners and employees properly disclose relationships and ensure statements about their and competitor products and services are truthful and accurate. They suggest explicit social media policies and ensure partners have their own policy aligned with brand standards.

Yet WOMMA indicates it is not enough to have a policy and publish it. You should train and educate influencers, and employees on those policies and actively monitor brand campaigns to ensure standards are followed. Also consult government websites (like the FTC) for current views on social media disclosures and claims.

Social Media Policies

Social media policies set standards for employees and partners for the way they post content in social media as part of their job or as a private person. The Forbes Human Resources Council suggests social media policies should be comprehensive including guidelines across many categories, best practices and training tips. Yet, Jylian Russell of Hootsuite says actual social media policies can vary greatly from a comprehensive legal document to condensed straightforward guidelines.

Examples include the two page Adidas guidelines to 14 page New York City Schools guidelines. Intel’s social media guidelines take a balanced approach with a short summary of 3 rules of engagement expressed in a simple graphic as (1) Disclose your relationship to Intel, (2) Protect Intel, and (3) Use common sense when posting. The policy then expands to explain the three rules with details, examples and links to additional, resources.

A good policy will consider standards for official brand accounts and standards for employees on their own accounts. Jylian Russell suggests a social media policy include rules and regulations for behavior and conduct including brand guidelines, etiquette, engagement and confidentiality. Roles and responsibilities should be specified and legal risks should be addressed such as crediting sources, confidentiality and disclosure. Security risks can also include information about secure passwords, attacks, or scams and accountability.

The Forbes Human Resources Council says a social media policy should include several categories. First educate about social media including specific platforms terms of use, conditions and limitations. Then explain blurred personal and professional lives and how personal social media actions have professional implications. Remind them to think carefully before posting about controversial issues and follow conventions as a brand representative. Set standards for respecting professional boundaries of co-workers including guidelines for internal workplace issues and conflicts. Identify how to clarify their opinions as their own and ensure they don’t disclose confidential or proprietary information.

User Generated Content Policies

Another important consideration is user generated content (UGC). Many fans often share content to the brand hashtag or handle and you may run contests, events and promotions to ask for this content. Practice good policies when it comes to sharing, repurposing, and eliciting UGC. One important practice is attribution or giving original authors credit for their content. The fan-based marketing company Tradable Bits says the way to attribute user generated content varies per platform, but a general standard is to include the original network’s official log, author’s username, profile picture and a live link to the original content. Alex York on the Sprout Social blog suggests in social media adding the words “credit,” “photo,” “cc” or “by.”

In addition, Tradable Bits suggests that brands should explicitly and transparently request permission for the rights to use fan photos and post content. This can be as simple as replying to posts asking that they grant rights with a response. To go with this ensure you have a publicly published rights granted, or user generated content policy that spells out the details of how the brand will use UGC so fans know exactly what rights they are granting. The website TermsFeed suggests included clauses addressing the categories of intellectual property, liability, privacy and acceptable use. Macy’s User Generated Content Policy is published on their website and covers brand social media channels and hashtags.

Are you leveraging employees, vendors, partners, influencers and fans to their full potential in social media? Before diving in consider legal requirements and having strong social media and user generated content policies in place.

Please note that what is presented here is simply general guidelines and does not imply legal advice. You should consult your lawyer or company’s general counsel before any action or policy.

For the latest changes in social media strategy consider Asking These Questions To Ensure You Have The Right Social Media Strategy and its a good idea to Perform A Social Media Audit at least once a year.

With 73% of the world’s Internet users active in social media, 83% of Fortune 500 companies with social media accounts and 92% of recruiters using social media to find candidates it is too important not to carefully consider your actions. Social media brings together our personal, professional and working lives in a way no other medium has before. How do we navigate this social landscape where our worlds collide and brands communicate like people in one-on-one conversations with consumers?

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Etiquette is the proper way to behave and Ethics studies ideas about good and bad behavior. Both combine into Professionalism, which is the skill, good judgment, and polite behavior expected from a person trained to do a job such as social media marketing. Because social media blurs the lines between our personal and professional lives it is useful to look at actions in social media from three perspectives: Personal (as an individual), Professional (as an employee or perspective employee) and Brand (as an organization). To simplify the discussion I have created questions for each category in the Social Media Etiquette and Ethics Guide below.

Personal Social Use

If you think what you do in social has to do only with your personal life, there are facts you should consider: 60% of employers use social sites to research job candidates, 41% say they use social networking sites to research current employees and 26% have found content online that caused them to reprimand or fire an employee. Even if you try to keep your social profiles completely private 41% of employers say they are less likely to interview someone if they find no information about that person online.

The top types of content that turns employers off should not surprise you: Inappropriate photographs, videos, drinking/using drugs, discriminatory comments, bad-mouthing a previous company or fellow employee, and poor communication skills. The good news is employers can find information that causes them to hire a candidate including: background supports job qualifications, a professional image, personality fits company culture, a well-rounded range of interests, and great communication skills.

What about ranting? Rants blow off steam and make you feel better right? Research has found people’s moods decline after reading rants, and after writing rants they became more angry, not less. Forum moderator Bill Horne describes ranting as “watching others being burned at the electronic stake as they abandon logic, courtesy, common sense and self-respect.” In the end no one feels better. Recruitment professional Kate Croucher says about candidates, “If they are sharing lots of interesting things, and making insightful comments or forming strong opinions, and interacting with others in a positive way, it shows their ability to rally people behind them and develop effective relationships.”

Before you post or comment in a personal capacity consider:

Is it all about me? No one likes someone who only talks about themselves. The same applies in social media. Balance boasting with complimenting.
Am I stalking someone? It is good to be driven and persistent but be careful not to cross the line into creepy. Don’t be too aggressive in outreach.
Am I spamming them? Not everything or even the majority of what you post should ask for something. Don’t make everything self-serving.
Am I venting or ranting? Venting and ranting may feel good, but research says it doesn’t help and no matter how justified you feel, it never presents you in a positive light. Do not post negative comments or gossip.
Did I ask before I tagged? You had a great time and want to share those memories, but your friends, family or employer may have different standards. Check before you tag people in posts.
Did I read before commenting or sharing? Don’t make yourself look foolish by not fully reviewing something you are commenting on or sharing with others. Don’t jump to conclusions.
Am I grateful and respectful? Don’t take people for granted. Respond and thank those who engage with you.
Is this the right medium for the message? Not everything should be said in social media. Consider the feelings of the other person. Some messages should be given in person, by phone or email.
Am I logged into the right account? There are too many corporate examples of embarrassing posts meant for personal jokes that went out on official brand accounts. Always double check which account you are on. Don’t post personal information on brand accounts.

Professional Social Use

As seen above, social media has blurred our personal and professional lives. As an employee or contractor you should consider how your social use impacts your employer. When hired you should always refer to the company’s social media policy, but here are some general guidelines to consider. Not only should your social media not hurt the company, but many companies today see your active personal social media use as a medium of advocacy for the brand. Also, anything you post now may impact your professional image as a potential employee at another company or organization.

Before you post or comment as a professional consider:

Does it meet the Social Media Policy? Most organizations have official social media policies that you probably received when hired. Don’t assume you know what the policy says. Many employees have been fired for not following company social media regulations. Make sure you know and follow employer or client requirements.
Does it hurt my company’s reputation? No matter how many disclaimers you put on your accounts such as “views are my own” certain content and behavior will negatively impact your employer. If your bio states where you work, your personal account represents your employer.
Does it help my company’s marketing? Employee advocacy is an important strategy. Have a positive impact on your company’s image and when you can advocate for your brand in social.
Would my boss/client be happy to see it? You may not have “friended” your boss or client but a co-worker may have and your post is only a share or screen grab away. Even private accounts are never fully private.
Am I being open about who I work for? It is good to post positive content about your employer and it is nice to receive gifts, but if you are trying to pass it off as unbiased opinion that is wrong. Be transparent about your financial connections.
Am I being fair and accurate? Everyone is entitled to their person opinion, but if your opinion tends to always be unfounded and seems to have an agenda it will reflect negatively upon you. Criticism is welcome when it is constructive and opinion is backed by evidence.
Am I being respectful and not malicious? People can get very insensitive, judgmental and angry in social media posts. That does not convey a professional image. Don’t post what you wouldn’t say in person. Even an outburst in person fades in memory, but a malicious post is there forever.
Does it respect intellectual property? Not everything on the Internet is free. Check for or get permission to post company or client brand assets and content.
Is this confidential information? As an employee or contractor you are granted access to privileged and confidential information. Don’t assume it is fine to share. Do not disclose non-public company or client information.

Brand Social Use

For those who are responsible for creating and sharing brand social media content there are additional considerations to ensure you are helping to meet business goals and following laws and regulations. With 92% of S&P 500, 100% of Down Jones companies active on social media and 91% of retail brands using two or more social channels chances are your company is participating in social media through brand accounts.

Before posting or commenting as a brand on a social account consider:

Does it speak to my target market? Social media is unique from traditional marketing and requires a different perspective to be effective. Be sure to focus on your target’s wants and needs not yours.
Does it add value? Social media only works if people view and share it. Make your content educational, insightful or entertaining to grab interest and draw engagement.
Does it fit the social channel? Don’t post content ideal for Twitter on Instagram or Reddit. Each channel has its own culture and community. Make sure each post fits the channel’s environment, mission and policies or standards.
Is it authentic and transparent? Trying to trick people into clicking a link or making a purchase will get you nowhere. Don’t hide or exclude any relevant information.
Is it real and unique? Bots can automate tasks and be a great time saver, but use them for the right actions. Don’t use auto responses and create anything that could be perceived as spam.
Is it positive and respectful? It may be fine to talk trash about competitors or complain about customers in the office, but not in social media. Don’t badmouth the competition or customers.
Does it meet codes of conduct? As professionals we are part of trade associations that set standards of conduct. Be sure you are meeting these ethical standards such as the Word of Mouth Marketing Association’s Code of Ethics.
Does it meet all laws and regulations? Government has been catching up with social media and have issued regulations and laws you must follow. See guides on requirements like the FTC social media endorsement guidelines.
Does it meet the Social Media Policy? Most likely your brand or a client’s brand has a social media policy. Ensure you follow your own company standards.

The last consideration in all social media action from a personal, professional or brand perspective has to do with listening. A recent study showed that listening can influence up to 40% of a leader’s performance. Listening improves relationships and social media is based on relationships with friends, colleagues and customers.

The last question to ask before posting or commenting in social media is:

10. Have I listened twice as much as I am talking? Do you fully understand the person, organization or situation you are commenting about? We have two ears and one mouth for a reason. Taking the time to pause and listen has saved many a person or brand from putting their foot in their mouth and given valuable insight into creating successful social media efforts.

This guide just touches the surface of social media etiquette, ethics and professionalism. For formal legal advice you should consult the official documents or more in-depth resources. The lesson here is to take the time to ask questions and think before you post.

To consider the bigger picture in social media marketing Ask These Questions To Ensure You Have The Right Strategy.