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Intel started social media in the B2B space. They transitioned their approach through the following phases of digital adoption: grassroots, pilots, operational and widespread adoption. Online conversations are actually more natural in B2B because of subject matter experts. Now Intel integrates social media in all B2B communications and it helps awareness, community and customer support.

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This post is filled with examples from large companies that sell products and services to other companies. These are good models to review as you develop your own social media policies. There is not much difference between social media policies for B2B and B2C companies. In both cases, employees are representing their companies, whether on company-sponsored platforms, on other third party blogs, or on social networking sites. Even in instances where employees are expressing their own views which don’t represent the company’s views, they are still part of the company’s online presence.

The first place to start is with the need for social media policies. No matter the size of company, there needs to be an understanding of how employees can use social media. This can be formal or informal, but without even the most basic guidelines, misunderstandings are sure to occur. Even if you are operating a sole proprietorship, you need a social media policy for how you present yourself to clients and prospects.

With larger companies, these policies are hammered out by committees that frequently include HR and legal, and are shared either on an intranet for internal access, or on public-facing websites for all to see. In the age of transparency, many companies want these policies public, so customers can understand a company’s approach to social media.

A social media policy represents a company’s culture. Sun begins their policy with a very clear statement about the company’s thoughts on social media. “By speaking directly to the world, without prior management approval, we are accepting higher risks in the interest of higher rewards. We don’t want to micro-manage, but here is some advice that we expect you to follow to help you manage that risk.”

Some companies acknowledge that their employees are adults and take a professional approach to representing their company on social media sites that is no different than staffing a booth at a trade show. For example, Cisco reminds employees that “common sense is the best guide if you decide to post information in any way relating to Cisco,” while Headset Bros makes it a little more personal: “Never post anything you would be afraid for your Mom to see.” And finally, Gartner reminds employees to “be personable and have fun. Web participation is about enjoying personal interactions, not delivering corporate communications.”

One of the earliest social media policies was created by IBM in 2005. This policy was created by employees to best determine how to participate in the blogging conversation. IBM continues to update their online, and very public, document as the social web changes and grows. They view this participation as critical to company operation. “IBM is increasingly exploring how online discourse through social computing can empower IBMers as global professionals, innovators and citizens.”

Many companies would like their employees to clearly identify themselves as an employee of the company, however, they must acknowledge that the thoughts and opinions are personal and do not represent the companies views. This is even true on many company blogs.

Your Internet posting should reflect your personal point of view, not necessarily the point of view of Cisco. Because you are legally responsible for your postings, you may be subject to liability if your posts are found defamatory, harassing, or in violation of any other applicable law. When posting your point of view, you should neither claim nor imply you are speaking on Cisco’s behalf, unless you are authorized in writing by your manager to do so.

As transparency continues to be important, Intel wants its employees to acknowledge mistakes. “Did you screw up? If you make a mistake, admit it. Be upfront and be quick with your correction. If you’re posting to a blog, you may choose to modify an earlier post—just make it clear that you have done so.”

Here is a growing list of social media policies, which includes the above B2B examples, as well as examples from other categories. If there are other examples of social media policies that you have used to create yours, let us know in the comments below.

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