By: Robert Miller – Co-Founder, Compli
The automotive industry is a perennial favorite for lawmakers and dealerships experience more than their fair share of policy creation and redrafting procedures ranging in recent years from updates to their FMLA and Adverse Action procedures to implementation of OFAC, 8300, GLBA and Red Flags Programs. Interestingly though this year, the most important policy your dealership will write (if it hasn’t already done so) is not mandated by new legislation – it’s driven by a significant change in your business: the rise of social media.
You’ve probably seen some of the statistics and they are remarkable. Social media represents a sea change in the way customers perceive and interact with dealerships through sites like facebook, Twitter, Digg, LinkedIn, Yelp and a plethora of others. Here is a snapshot:
- 72% of online 18-29 year olds use social networking sites (Pew Research)
- Social networking site usage grew 88% among Internet users ages 55-64 between April 2009 and May 2010 (Pew Research)
- There are more than 500 million Facebook users who spend 700 billion minutes each month on the site (Facebook)
- At last count there are 200 million twitter accounts (Twitter)
- LinkedIn boasts over 50 million professionals worldwide (LinkedIn)
As these statistics demonstrate, social networking represents tremendous opportunity for revenue growth and brand recognition. Unfortunately, as with many things, social media can also be a double edged sword with very real exposure for misuse and potentially devastating negative effects as well. The high stakes on both sides of the equation are compounded given the viral nature of the internet.
Anything with this much potential for either positive or negative consequences should be weighed carefully and distilled into a working policy that is clearly communicated to all employees. Unfortunately, as with many best practices, your social media policy will not be a one size fits all undertaking. Some dealers will want to employ fairly rigid social networking parameters to preclude potential exposure while others will lean more toward embracing the potential benefits of social media and will incorporate a more liberal set of guidelines. Irrespective of which side of this spectrum you may fall, all dealerships will need to balance the potential good with the bad that the social networking opportunity represents.
That being said, here are some general considerations that dealerships may find helpful as they draft their social media policy:
- Integrate with other key policies and contracts – examples include: code of conduct; confidentiality statements; use of technology and the internet policies; and non-disclosure and non-compete/non- solicitation agreements.
- Balance the individual right of employees to communicate and express themselves on their own time with the public nature of social media and conduct that could potentially damage the dealership’s reputation in the community.
- Reinforce that there should not be an expectation of privacy when using online social media and that the company may access social networking sites without providing notice and that employees are personally responsible for their activity.
- Identify who should and who should not publish and comment via social media during work hours and for business purposes. Establish when and from whom permission should be sought prior to engaging in work related social media activities.
- Provide specific guidance and/or examples: avoid sharing confidential information; adjusting privacy settings on sites; avoiding work related references in personal communications; communicating in an authentic way with work related networking and posting; being honest and respecting co-workers and customers; and thinking about the consequences of social networking activity.
- Verify with your sales team and social media experts that your draft policy is indeed consistent with your actual practices. They should participate in the policy creation.
- Expect to revise and adapt your policy on an ongoing basis. As we have seen, this is a rapidly expanding frontier and it will require ongoing consideration.
As with all key policies, dealerships will need to invest resources to communicate, train, enforce and monitor this program with diligence. The good news is that a well drafted policy that is consistent with a solid overall social media strategy should result in a net positive for progressive dealers able to capitalize successfully on this new medium.
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