Gartner Research

How Marketers Can Guide Employee Social Media Engagement Practices and Policies

Published: 09 September 2014

ID: G00264686

Analyst(s): Carol Rozwell , Julie Hopkins

Summary

Digital marketing leaders should use this iterative, closed-loop process to help establish and evolve social policies, and guide employees to use social marketing effectively and in support of your brand.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Create a Clear, Concise and Comprehensive Policy and Supplement It With Guidelines
  • Develop an Ongoing Approach to Educate and Inform Employees About Social Media Participation
  • Monitor Social Media Activities
  • Take Action When Significant Activity Is Detected
  • Explain Why the Action Was Taken
  • Incorporate the Learning Into an Updated Policy, Communication Plan and Training
  • Communicate and Re-Educate
  • Summary

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