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Gartner: 7 questions prior to the definition of a charter of social networks

The social media now represent an opportunity that is attracting more and more businesses, to improve communication among their employees, to open a dialogue with their customers, to develop new marketing strategies ... But before opening the Pandora's box, large organizations want to establish the "rules" in the form of a charter use of social networks, whose definition is often an exercise and inexact .

To assist in this exercise, Gartner list 7 critical questions to be asked the designers of the charter before launch.

What is the strategy of the company?
The objectives of the organization vis-à-vis social media can be very diverse in nature (from simple Monitoring networks "public" functions to co-creation) and their target (internal, partners, customers or "open"). Each case is reflected by values, means and goals to achieve which will in turn determine the content of the charter.

Who writes and revises the charter?
The definition of roles (which is responsible actor, consulted and informed) in the design process and review is a prerequisite. Wherever possible, we would need to involve people in all areas of the organization. But do not forget that the charter will be a document "General" to be broken down into operational procedures at all levels ...

What is the process of approval of the charter?
Openness to feedback and validation by the widest population possible to take into account the needs of different actors (including security, legal, marketing, human relations ...) and is also an important factor adoption.

How are employees informed?
The drafting of a charter is not enough, we must also ensure that it is known by all and enforced by all. From the beginning of the effort, so one should prepare advocacy, communication or training that will enable employees to understand not only what is expected of them but also the underlying objectives and, more broadly The company's strategy in social media.

Who will monitor compliance with the charter?
Once established rules, the "safeguards" must be established. To do this, the framework should be involved in ensuring that its role should be more than a "guide" (guarantor of self-restraint of his team) as "controller". Another aspect is also the means and methods needed to evaluate the objectives that were set initially.

How managers will be trained ?
To be the "guides" in the application of the charter, managers must understand their issues and manage risks. For some, familiar social networks, the exercise will be easy. For others, training will be necessary and should therefore be put in place ...

experience How Will it change the charter?
continuous measurement objectives to achieve and monitor the implementation of the charter will gradually refine it and improve its relevance.

To conclude this section with a material more "concrete", I suggest you find a database of 163 (to date) examples of charters social media (in English) from various organizations (many government agencies but also companies such as CapGemini, Cisco, IBM, Reuters ...).