Whether or not your business actively uses social media, every business needs a social media policy. Without one, a single thoughtless post from an employee can turn into a public apology and a reputational headache.
Do put the policy in writing, in plain English
A social media policy should clearly set out how the business and its staff are expected to conduct themselves online. Keep the language simple enough that everyone actually understands it, not just legal or HR staff.
Do specify what counts as prohibited conduct
Spell out that posting defamatory, pornographic or libellous content, or anything that could create a negative perception of the brand, is against policy. Employees should also never post something negative about a client or potential client.
Do protect confidential information and personal data
Company information must stay confidential, and the company name or logo should not appear on private employee profiles without approval. Employees should also never share personal information, their birth date, address, ID number or ID photo, anything that could be used to steal their own identity.
Don’t ignore offline behaviour
Staff wearing branded clothing or driving branded vehicles are just as visible as staff posting online. A thoughtless moment caught on someone else’s phone can end up online just as easily as a bad tweet.
Don’t wait for a crisis to start monitoring
Social media accounts should be monitored regularly regardless of whether anything has gone wrong, so that a genuine crisis gets caught and addressed quickly rather than discovered late.
Don’t argue online during a crisis
If a mistake or negative post does happen, respond quickly with accurate information from whoever is authorised to speak for the business, provide regular updates, and never get drawn into an argument in public comments. If necessary, issue an apology and step back from posting until a clear plan is agreed.
Frequently asked questions
Does a very small business really need a formal social media policy?
Yes. Even a two or three-person team should understand the risks, since a single post can go viral and stay online indefinitely regardless of company size.
What is the biggest legal risk of an unclear social media policy?
Defamatory or offensive posts, whether from the company account or an employee’s personal one, can expose the business to legal action if there is no clear policy governing what is and isn’t acceptable.
Should employees ever post on their personal profiles about their employer?
Only within clear guidelines set by the company, and never using the company name or logo without approval, since a personal post reflecting badly on the brand can still cause reputational harm.
Prevention is cheaper than a crisis response
A clear, simple social media policy costs nothing to write and can save a business real reputational and legal cost down the line.
Further reading: How to Market Your Business on Social Media | Department of Employment and Labour for official workplace conduct guidance
Originally published in May 2019. Updated September 2026 to tighten this guidance into a clear dos and don’ts format. The underlying policy principles remain sound.
