Guest column

Houston social media expert urges startups and companies to establish a sharing policy and strategy

Set the framework for your startup's social media policy. Tracy Le Blanc/Pexels

While employees mean well, they may share or post company information on social media (Facebook, LinkedIn, Twitter, Instagram, blogs, among others) that could be misaligned with business objectives, creating a potential reputational risk for the company. For this reason, it is essential that companies big or small, including startups, develop, and implement a social media policy, so management and employees work from the same playbook.

Build the company’s social media strategy

First, management needs to define its social media to help inform its policy. How active do you want to be on social media? How do you plan to respond to comments? How involved do you want employees to be on social media as it relates to the company, specifically when involving company-issued devices or during business hours?

Companies must consider a proactive role in social media because if the company is not telling its story, someone else will fill the void. Plus, it's a great way to engage with the community and give everyone a glimpse of the company's culture.

Also, define what "social media" is for your company. Companies will likely want to cast a wide net to encompass blogs, personal websites, message boards, Wikipedia, as well as Facebook, LinkedIn, Twitter, and YouTube.

Determine the company's response process as well. Management's gut reaction might be to censor the content or take down less-than-flattering comments about the company. Management needs to understand the purpose of social media, and instead have a well-thought-out social media response process in place to ensure timely responses to questions and comments, so issues don't linger or snowball.

Once management determines the company strategy, establish tools, i.e., social media monitoring to help achieve the objectives.

Establish social media policy and identify a social media manager

While every company's social media policy is unique, make clear to employees that the company's code of conduct must be followed online as it is followed offline. Employees must protect proprietary and intellectual property and never share any confidential or proprietary information via social media, even through private messaging.

State clearly in the policy that employees can never represent themselves as official spokespersons for the company unless given explicit permission by the company. Moreover, while there should be management support of employee comments or likes on content associated with the company, employees need to make it clear that the views they express on social media are theirs and do not represent the company.

A company should determine one person that is responsible for its public persona and social media efforts, including monitoring and posting regularly on all social media channels. The social media manager must also be the one to handle any negative comments about the company, as well as any media requests.

Conduct regular training for employees

Companies must consider training for employees. Host a brown bag luncheon with social media training to provide employees an opportunity to understand the company's social media policy better, as well as ask questions. Employees often make social media mistakes when they don't know better.

Social media has changed the role of company communications. Companies — both big and small — that build a strong social media strategy and policy see the value of delivering company messages to a broader community, monitoring for feedback, and listening to conversations about their brands.

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Melanie Taplett is a communications professional serving energy, professional services, and healthcare companies. Contact her at mtaplett@taplycom.com or taplycom.com.

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Karl Ecklund, left, and Paul Padley of Rice University have received a $1.3 million grant from the Department of Energy to continue physics research on the universe. Photo by Jeff Fitlow/Rice University

Two Rice University physicists and professors have received a federal grant to continue research on dark matter in the universe.

Paul Padley and Karl Ecklund, professors of physics and astronomy at Rice, have received a $1.3 million grant from the Department of Energy for their research to continue the university's ongoing research at the Large Hadron Collider, or LHC, a particle accelerator consisting of a 17-mile ring of superconducting magnets buried beneath Switzerland and France.

"With this grant we will be able to continue our investigations into the nature of the matter that comprises the universe, what the dark matter that permeates the universe is, and if there is physics beyond what we already know," Padley says in a press release.

This grant is a part of the DOE's $132 million in funding for high-energy physics research. The LHC has received a total of $4.5 million to date to continue this research. Most recently, Ecklund and Padley received a $3 million National Science Foundation grant to go toward updates to the LHC.

"High-energy physics research improves our understanding of the universe and is an essential element for maintaining America's leadership in science," says Paul Dabbar, undersecretary for science at the DOE, in the release. "These projects at 53 different institutions across our nation will advance efforts both in theory and through experiments that explore the subatomic world and study the cosmos. They will also support American scientists serving key roles in important international collaborations at institutions across our nation."

In 2012, Padley and his team discovered the Higgs boson, a feat that was extremely key to the continuance of exploring the Standard Model of particle physics. Since then, the physicists have been working hard to answer the many questions involved in studying physics and the universe.

"Over many decades, the particle physics group at Rice has been making fundamental contributions to our understanding of the basic building blocks of the universe," Padley says in the release. "With this grant we will be able to continue this long tradition of important work."

Paul Padley and his team as made important dark matter findings at the Large Hadron Collider in Europe. Photo via rice.ed

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