Creates Consistency Across All Channels
What is your brand’s voice? Is it the optimistic, firm-hand-on-the-tiller voice of General Electric? The snarky, youthful voice of Wendy’s? Or is it the bonkers, over-caffeinated voice of Moon Pies? That’s for you to decide, and to communicate to the people who often form the front line of public engagement.
If you have public-facing employees, you also need to make sure they are aware of any brand standards. For example, you may want your employees’ Twitter handles to include a reference to your brand. Or you may want to have certain requirements of those who do.
At Hootsuite, we encourage employees who interact with the public on behalf of the company to create a Twitter handle using this naming convention: @Hoot[individual’s name]. This makes it easy for customers to identify Hootsuite employees and engage with them.
This part of your social media policy should also address proper use of images, video, and other media. If your business calls for social media images that are consistent with your brand, you need to outline these requirements in your policy.