“Relationships and trust. This is the bedrock of life.” – Mukesh Ambani
So, you have a social media policy, right? We have covered why you need to have a policy in place, the anatomy of such a policy, and the need to collaborate with your legal team to draft the policy. This policy is a living document that grows alongside your organization’s overall social strategy. But don’t think it is the only document you will have to have in place. Remember the privacy policy your organization drafted that is buried on your website? Perhaps it is time to dust it off and take a second look.
Social search will force your business to recalibrate and “refine your social intelligence structure” as David Armano predicts, but what is required of your organization goes much deeper than a superficial content scan. As social data becomes more available in search, the more people will become aware of the data they are placing on the Internet. Your organization is banking on listening to its community and gleaning insights from its members to help personalize its story. There is a wealth of data that will assist you in knowing your community better that is available on your website and various social media outposts you and your community participate in. What data are you accessing? Why are you accessing this data? And, does your community know how you are using this data?
Social media thrives on transparency. Nothing can be hidden…or at least, not for long. We have learned it is best to be honest with our communities and not breach any trust and credibility that has been built in past and present online and offline interactions. This is why we have encouraged organizations to embrace a social media policy, not just for their own protection, but also for the well-being of the community on which they each depend.
So, what should your privacy policy include?
Your privacy policy should not be limited to just your company website, but should be updated to include any other online locations your organization has created and participates on (e.g., Facebook, forums, exclusive user communities). The policy should specify what information you collect from people while they are active on these locations and how you intend to use that information. In addition to the collection of data, it is vital you explain how this data is stored, protected, and if you intend to share this information with any other person/affiliates/partners.
The shock and awe of social media is about shedding light on relationships previously separated by geography, class, and various other factors. Taking a second look at your current privacy policy or redrafting it is not about putting the straight jacket on your social media and integrated communications efforts but about embracing the trust factor that is online currency, setting your company free to create long-lasting relationships with your community, and protecting all sides.
How are you integrating your organization’s privacy policy with your social media policy? Do you think social data in search will affect how people view their privacy?
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