Social media policies used to focus on what not to do.
Don’t mention the company. Don’t post about customers. Don’t get political.
That might have worked when brands controlled the narrative, but those days are long gone. Today, your people are the brand voice. Whether they mean to or not, their posts, likes and comments shape how your business is perceived.
Without clear, practical guidance, it’s easy for even the most well-intentioned employee to make a mistake. That is why a strong social media policy is no longer just a safeguard. It’s a business enabler.
At Tribal, we believe policies should do more than protect. They should give employees the confidence to share and connect online in a way that feels authentic, helpful and professional. If you’re reviewing your own approach, read on to find out what to include in a policy that supports both your brand and your people.
Social media is moving fast. Can your policy keep up?
According to Gartner, 80 percent of B2B sales interactions happen through digital channels, and with the majority of the world’s population owning a smartphone (Total Telecom), employees are already talking about their workplace online, often without any formal encouragement.
The problem is, many employees still don’t know where the boundaries lie. Inconsistent employee messaging on social media can confuse customers and damage trust in the brand (Business.com). Without clear guidance, well-meaning posts can contradict company values or tone, leaving room for reputational harm.
Similarly, research in ScienceDirect highlights how employee advocacy, when not properly supported by policy, can backfire. While most employees want to be helpful, a lack of clarity around content expectations can result in posts that misrepresent the brand or violate internal standards, ultimately undermining the very trust the organisation is trying to build.
What’s clear is that common sense isn’t always enough. Without clear guidance, businesses are leaving reputation to chance.
It’s not just about risk, it’s about reach
While governance is important, there’s also a huge opportunity here. The right policy doesn’t just prevent problems. It unlocks potential.
When employees share stories about their workplace, it builds trust. In fact, research from MSL Group shows brand messages reach 561 percent further when shared by employees compared to official channels (Forbes). And as LinkedIn has found, the average employee has ten times more connections than a company has followers, and is three times more trusted than a CEO.
A good policy gives employees the tools and confidence to become effective, authentic brand advocates. And that’s good for everyone.
What does a strong social media policy include?
A well-written policy should go beyond a list of dos and don’ts. It needs to be relatable, easy to understand and aligned with your company culture. Rather than focusing on control, the tone should centre on enablement and trust.
In our guide, we cover all the essentials, including:
- Explaining why social media matters and how it supports both personal development and brand growth
- Setting clear boundaries around confidentiality, customer information and legal compliance
- Encouraging first-person, human storytelling
- Reinforcing the importance of tone, respect and common sense
- Highlighting what to do if something goes wrong and where to go for help
Your policy should also include guidance on topics like platform etiquette, image rights, privacy considerations and how to respond to negativity. These topics are all explored in more detail in our guide.
Helping employees understand and apply the policy
A policy no one reads is as good as no policy at all. That’s why internal promotion is key. From onboarding and training to team huddles and internal comms, it’s important to reinforce what the policy says, where to find it and why it matters.
You might also want to:
- Include the policy link in onboarding packs and welcome emails
- Share practical examples through internal channels
- Run a quiz or discussion session to encourage engagement
- Offer short, informal training to build confidence
At Tribal, we offer a social media learning platform designed to help employees develop their professional brand safely and confidently.
Don’t let your policy gather dust
Your people are your strongest brand advocates, but only if they feel supported, informed and trusted. A strong policy plays a big role in that. It helps reduce risk, build confidence and give employees the clarity they need to post with purpose.
If your policy is outdated, tucked away on the intranet or filled with legal jargon, now’s the time for a refresh.
Take a look at our social media policy guide and see how you can turn your policy into a launchpad for employee advocacy.
