In most organizations, social media tends to be “owned” by the marketing/communication department–and rightfully so. Since most social media strategies are targeted toward an external audience, it makes sense that they be integrated with the organization’s larger
Still, there’s one aspect of social media that marketing/communication should NOT own: your company’s employee use policy. Considering how your employees should be permitted to use Facebook, blogs, Twitter, LinkedIn and other social media tools while on the clock–and after hours–is dependent upon knowledge of human resources issues and the evolving legal issues surrounding social media use (here’s just one example). With that in mind, your company’s employee use policy should be the domain of your HR and legal/compliance teams, not marketing.
Two additional notes: your legal team may be much more conservative than needed (after all, if they don’t allow you to do anything, then you won’t get in trouble), so make sure you help them understand the business case for social media. Also, it’s crucial that your employee use policy be consistent with your audience engagement strategy. Don’t include tactics and tools in your strategy that are prohibited by your policy, and make sure your legal and HR teams have an understanding of what marketing is doing and who you’d like involved in the effort.
Does your company have an employee use policy? If so, who wrote it? Share your thoughts in the comments.