CASE STUDY:
Developing Enterprise-Wide Social Media Guidelines for a Global Tech & Gaming Company
The Assignment ?
Create social-media usage guidelines.
Seemed simple enough, until it wasn't.
As social media became increasingly integrated into the organization's marketing, advertising, communications, & day-to-day operations, the same questions started surfacing across multiple teams. . .
How & when should employees post?
What types of content was okay to post from company-owned pages/accounts?
What approvals were required?
What disclosures were necessary?
When should legal review be involved?
Who was responsible for what?
At the time, there were no enterprise-wide social media guidelines addressing those issues.
What Was Really Going On:
The challenge wasn't drafting a document. It wasn't as simple as just creating a policy.
The challenge was creating practical guidance & systems capable of addressing the realities different teams were facing every day, in real time.
Marketing teams had questions. Advertising teams had questions. Social media teams had questions. Privacy teams had questions. Legal teams had questions.
And everyone needed consistent answers & for them to be in one place.
The Work:
Recognizing the need for consistent guidance, Attorney Elle spearheaded the development of a working enterprise-wide social media playbook designed to establish clearer, unified & practical expectations across departments.
The project involved identifying recurring issues & questions, gathering input from stakeholders across the organization, evaluating risk, compliance, practical & legal considerations, and organizing the data into practical guidance intended for everyday use.
The Result?
A working set of enterprise-wide social media guidelines was developed, creating the foundation for consistency across teams & future implementation efforts.
Please Note: Certain featured case studies are drawn from Attorney Elle's prior professional and/or personal work experiences. As such, some details are modified, generalized, anonymized, and/or omitted to protect confidentiality & comply with professional and/or ethical obligations.