What's Wrong with your Social Media Policy?

MPOW recently drafted its first social media policy.  I wasn't completely happy with the outcome.  It's not terrible by any stretch, and it is similar to many social media policies I've read from other organisations. Here's my thoughts on what's wrong with social media policies in organisations.  (please bear in mind that these are my personal professional opinions and do not represent the views of my employer)

Many social media policies are concerned solely with placing restrictions on what staff can say online, who can say it and who's responsible if someone says the wrong thing, whether as representitives of the organisation or in their personal accounts on social networks.  The biggest problem I have with this approach is that nowhere in the policy is there a recognition that social media is social.  In my opinion the way the policy is written suggests a fundamental lack of understanding of social networks.

To be social a network must be a two-way conversation.  What if someone went to a meeting (substitute a party or any other social situation) and began to talk without listening to anything anyone else was saying. What would be the point of going? If you are not going to listen to what others are saying then you're missing the point of social media. 

Social networks are different from traditional forms of media such as print, radio and television.  By there very nature these are broadcast media - information published centrally and then offered for consumption by the masses, hence the term mass media.  Social networks should not be treated as an extension of the broadcast media.

The raison d'être of social media is as a place for people to come together because they share a common interest.  You publish information in reports and websites.  You promote things in the advertisements.  To use social media effectively you make friends with the people who might find what you're talking about interesting.

Despite this, the emphasis of many social media policies lean strongly towards ensuring that nothing is said that could damage the organisation's reputation.

Now, reputation management is crucial as we move increasingly toward a reputation economy - nowhere more so than online - but I don't believe you can control the conversation that is happening online. On the contrary, you develop your reputation online by building trust amongst your connections. In social networks you build that trust, person to person, by being a good citizen. By listening before you speak. In many cases, who you are connected to, friends with or following has as much impact on your reputation as anything you might say. I really like the following illustration of the reputation cycle in social media.

Social Web - Reputation Management Cycles diagram by Laurel Papworth, on Flickr

The nature of social media should be reflected in your organisation's social media policy.  Rather than simply setting out the rules, a good social media policy should provide guidance to staff on best practice in social networks.  It would be great to hear from anyone whose social media policy at work does address these concerns.