How to create a social media policy for employee personal accounts

Executive overview

Employees posting on personal accounts can damage company reputation without realising it. The Justine Sacco case — a 2013 tweet to 170 followers that went viral and ended her career — shows how fast reputational harm spreads.

A social media policy sets clear boundaries, reduces ambiguity, and ensures consistent enforcement across all staff levels.

Your people are your brand, wherever they post.

Why a social media policy matters

• Personal posts by employees reflect on the company, even when posted off-hours
• Ambiguity drives violations — clear rules reduce unintentional breaches
• Consistent policy across all levels (exec to freelancer) ensures perceived fairness
• Negative employee posts deter job candidates; positive or neutral ones aid recruitment

What to include in the policy

• Purpose statement — explain why the policy exists and what it protects
• Definition of social media — specify which platforms the policy covers
• Scope — applies to all employees regardless of seniority
• Guidelines — examples: remain lawful and ethical; no negative public comments about the company; maintain a professional online presence
• Consequences — range from apology and resolution through to termination; employees should know who decides

The Justine Sacco case

• Senior director at IAC tweeted a racist joke before an 11-hour flight to Africa
• Only 170 followers — but the tweet went viral under the hashtag "Has Justine Landed Yet?"
• Over 2,000 retweets; spawned parody accounts, a fake Facebook profile, and global news coverage
• She was terminated upon landing; the incident was a major distraction for IAC

Where to implement and maintain the policy

• Employees should sign the policy during onboarding
• Store alongside other compliance documents (handbook, NDAs, non-competes)
• Employees should retain access to the policy at any time for reference
• When the policy changes, require all staff to sign the updated version
• Archive previously signed versions to maintain a historical record