Social Media Policy

Framework (Draft)

December 2018
Department: Corporate Communications

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Table of Contents

CONTENT Pages

1. BACKGROUND 3
1.1 Purpose 3
1.2 Scope 3

2. BENEFITS OF USING SOCIAL MEDIA 3

3. SETTING UP A NEW SOCIAL MEDIA ACCOUNT 4

3.1 Appropriate Social Media Tools Selection 4
3.2 Registration Procedures 4
3.3 Operation Guidelines 5

4. SOCIAL MEDIA POLICY GUIDELINES 5

4.1 General guidelines 5
4.2 Guidelines for official organizational communication 5
4.2.1 Departments under regulation 5
4.2.2 Keep your postings legal, ethical and respectful 5
4.2.3 Respect copyright laws 5
4.2.4 Ensure that information published online is accurate and 6
approved
4.2.5 Comply with your department’s spokesperson policy 6
4.3 Guidelines for personal use of social media 6
4.3.1 Keep company-confidential information confidential 6

5. ADVERTISING AND MARKETING GUIDELINES 6

5.1 Conditions of using advertising tools 6
5.2 Payment and Accounting 6
5.3 Evaluation on Advertisement 6

6. METHODS TO GUIDE EMPLOYEES 7

7. CONCLUSION 7

8. REFERNCE 7

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1. Background
 Indicate the trend of digital technology and rise of social media platforms
 Acceptance of using social media platforms as communication tools with
the public
 Recognize the need to embrace social media and ensure the effective
use of these new communication tools

1.1 Purpose
 Create awareness on the appropriate and effective use of social media
channels
 Identify risks associated with the use of this kind of technology
 Provide a standard personal responsibility
 Provide an introductory overview for departments which are intended to
establish their social media channel in the future


1.2 Scope
 Company employees using social media for official company
communication purposes
 Personal use of media by organization employees when mentioning our
company

2. Benefits of Using Social Media

 Increase company’s access and exposure to the public
 Improve the long-term cost effectiveness of corporate communication
 Reach targeted audiences on specific issues
 Collect feedbacks from our audiences

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3. Setting up a new social media account
• Consider the necessity and confidence in operating the social media
channel on a regular basis, in a professional manner
• Consider the appropriate channels for your initiatives

3.1 Appropriate Social Media Selection

Tools Description Associated Risks and

Opportunities
1 Facebook Share information with friends, Facebook is easily
related communities and accessible which gives
individual audiences. rise to privacy issue.

2018: 2.27 billion monthly Sensitive information

active users
2 LinkedIn Social Network for
professionals
2018: 590 mil users
3 Twitter Online networking site where
people communicate in short
messages called tweets
4 YouTube Allow companies to distribute,
share and stream video
content and other audio-visual
material online.
should be avoided
Remain Professions
All your followers could
see everything you
tweets
Potential service provider
costs if tweets tracked on
mobile phones
Copyright Issue
Privacy Issue

3.2 Registration Procedures

• Choose appropriate business type options

• Insert Details of the Company
• Add updated Company Icon as Profile Icon
• Add Description on your Page
• Use relevant keywords to make our page more discoverable in search
engines
• Engage Audiences with regular posts
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3.3 Operation Guidelines
• Captions and files posted should seek approval before release
• Keep record with a schedule of post release
• Keep record with the person in charge for each posts in excel
• Keep record with the budget expenditure and marketing statistics for
each advertising campaign in excel

4. Social Media Policy Guidelines

4.1 General Guidelines

• The following guidelines include
 When contributing on behalf of organization/department (4.2)
 When mentioning company in social media at personal capacity (4.3)

• When using any type of social media, you must:

 Be incredible
 Be respectful
 Be cordial, honest and professional at all times
 Be responsive and reactive

4.2 Guidelines for official organizational communication

• Act as an official representative of the organization

4.2.1 Departments under regulation

• AAI’s subsidiaries
• Chun Wo’s Department and Site

4.2.2 Keep your postings legal, ethical and respectful

• Understand its terms of reference, conventions and etiquette
• Do not engage in online communication activities which could bring the
organization into disrepute

4.2.3 Respect copyright laws

• Do not post any material that is protected by copyright

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4.2.4 Ensure that information published online is accurate and approved
• Verified facts and statements

4.2.5 Comply with your department’s spokesperson policy

Only authorized spokespeople or duly delegated officials may provide
comment to the organization-related issues.

4.3 Guidelines for personal use of social media

4.3.1 Keep company-confidential information confidential

Organizational employees may not use personal social media platforms to
post any confidential or proprietary information of their department or Asia
Allied Group as a whole.

5. Advertising and Marketing Guideline

Advertising is widely adopted among communities to boost views,
engagements and awareness. As budget allocation is involved in this
additional function, procedures are standardized for company members to
effectively utilize these advertising tools.

5.1 Conditions of using advertising tool

• The campaign or activities promoted have the necessity of reaching
higher engagement and views.
• The campaign or activities promoted have allocated budget for marketing
use from the financial department.

5.2 Payment of Accounting

Payment method of advertising should be linked to AAI’s bank account.

5.3 Evaluation on Advertisement

• Post-advertising procedures include evaluating the increase in views,
sales, engagement throughout the campaign.
• Its effectiveness should be indicated and quantified in an official
document at the end of each year for budget estimation.

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6. Methods to Guide Employees
• Department head should ensure that the employees has full
understanding on this Social Media Policy.
• Advices should be instructed to the person in charge in terms of the
flawed comments, posts or actions taken.
• Annual review should be conducted to assess the quality and efficiency
of social media channel operations.

7. Conclusion
Social media tools present opportunities for Asia Allied Group and Chun Wo
while implementation involve unique challenges. Familiarizing and following
the standardization of use can help in leveraging social media tools.

Developing a social media policy is an important step for AAI and Chun Wo to
serve as a key enabler for effective communication in a respectful, co-
operative and professional manner.

As a result, AAI and Chun Wo have taken a lead in developing these

guidelines for uniformity in the use of social media tools in the organization as
a whole.

8. References
https://blog.hootsuite.com/steps-to-create-a-facebook-business-page/

https://digitalshiftmedia.com/create-business-page-linkedin/