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Jun 29, 201712:04 PM#SocialBiz

with Spencer X. Smith

Permission to post: NASA doesn’t need a social media policy and neither do you

(page 1 of 2)

Like many businesspeople, it didn’t take me long to see the value in posting on social media. You and I know our customers will look for us on social media before making a phone call or stopping by our offices. What better way is there to stay top of mind with your target audience than to go where they’re already paying attention and participate in the conversation?

Still, so many companies play it safe. They’d rather leave their social media profiles blank than post something that could harm the business’ reputation. Noting the potential negative impact of improperly used social media accounts — just look at the reaction to many of President Trump’s tweets — companies often forbid their employees from posting anything work-related on social media.

Often, they’re waiting until they can write a policy that will minimize the potential for corporate embarrassment via social media.

Here’s the thing: You don’t need a separate policy governing how your employees will represent you on social media. You already have one.

I recently listened to a podcast featuring John Yembrick, the social media manager at NASA. Yembrick oversees more than 500 NASA-affiliated social media accounts. If any organization was going to face a roadblock to posting on social media, I would have expected it to be NASA — it’s a massive government agency with dozens of layers of bureaucracy to wade through to get new policies passed.

On the podcast, Yembrick said he had no trouble gaining approval to build out NASA’s social media presence, and authorizing hundreds of NASA employees to post on NASA’s behalf.

If you work at NASA, he said, you already have a NASA email address, a NASA business card, a NASA office phone, and in most cases, a NASA cellphone. The organization already has a detailed communication policy that governs how employees will represent NASA in person, over the phone, and over email.

Your existing communications policy? It applies to social media, too. NASA didn’t need to create a separate policy for social media. It simply told its employees to follow the same standards on social media that they follow in any other situations.


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About This Blog

Spencer Smith is the founder of spencerXsmith.com and co-founder of AmpliPhi, a Madison, WI-based digital marketing agency. He’s an instructor at the University of Wisconsin and adjunct faculty at Rutgers University, where he teaches classes on Social Media Strategy.

He’s been called a "Digital Marketing Expert" by Forbes and was the winner of the 2016 In Business magazine Executive Choice Award for Social Media Consulting Company. Spencer speaks at an average of 60 conferences and events per year and only teaches what he has first proven to work himself with his own business.

He has been featured and quoted in Money magazine, Entrepreneur, Inc. magazine, Costco Connection, and dozens of other publications. He also writes columns for IBMadison.com, The Huffington Post, The American Bar Association, and Law Journal Newsletters.



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