360DigitalInfluence

The title of this post might make you shudder since commenting policies and risk mitigation seem like heavy subjects for something as fun as Facebook; but setting simple, straight-forward guidelines should be an essential part of your Facebook strategy. These guidelines (which you can post or link to on your Info tab) are part of facilitating an open sharing environment and have the added benefit of coaxing you to figure out exactly how you want to use your Facebook brand page.

These guidelines are going to unique to your brand and your objectives but here are the basics elements to include:

1. Who is Operating the Brand Page- Is this page run by the communications department, employee volunteers, the owner, a collaborations with fans, or someone else? Who can fans contact with administrative issues? No need to provide detailed bios, emails, and addresses here but you could if you as a person are part of the brand.
2. How You Plan to Interact with Fans- This is your chance to set expectations. Let fans know exactly what kind of communications your Facebook page will be supporting. Is this an outlet for customer service requests? Will you be sharing coupons and codes for your website?
3. How You DO NOT Plan to Interact with Fans - If you have specific functions you will not be supporting or issues you will not be addressing through Facebook spell it out. Let customers know you won’t be responding to service requests, that you can’t answer questions about specific franchise promotions, or maybe you represent a government office and there are certain issues that can not be handled through unofficial channels.
4. Resources Outside of Facebook- Review what you included under How the brand does not plan to interact with fans on the page and provide alternate contact information where appropriate. For customer service issues if you do not plan to support these on the brand page let customers know where to take them. If your brand partners of spokespeople have their of Facebook pages list them here.
5. What can Get a Post Deleted or a Fan Blocked- Fans will understand that healthy discussion needs some moderation; provide a short list of reasons comments may be deleted from the page. General language is fine, something like, “comments that are off-topic, offensive or inappropriate (i.e. thinly veiled sales pitches).”

Note: Facebook may already be covered in your corporate social media guidelines (if so just stay consistent and make sure to add a link).

Have you seen any great examples of Facebook page guidelines? Have some essentials to add here? Please leave a comment and I will update this resource with your suggestions.

Thanks to Sam Ilic (flickr: Stage 88) for the awesome photo- I think it embodies the TGIF dream.