Why Every Organization Needs a Social Media Policy

This past week, Ottawa police arrested a man in connection with threats made against St. Mark Catholic High School in Manotick just south of Ottawa. The threats came after a teacher’s personal social media comments about the recent killing of U.S. media personality Charlie Kirk. No matter where you stand politically, the case is a sobering reminder: when personal posts spill into professional life, the risks ripple far beyond the individual. Students, families, and colleagues were left feeling unsafe in their own school community.

It’s a vivid example of why every organization needs a social media use policy. A well-designed policy protects your brand, but just as importantly, it protects your people. Employees, clients, stakeholders, and the public are all safer when leaders provide clarity and guidance about online behaviour.

Social media is second nature for many professionals, but even seemingly harmless content can carry unintended consequences. Take the case of a MAC Cosmetics manager at Los Angeles International Airport who was fired after posting a “day-in-the-life” TikTok. The video, intended as light behind-the-scenes content, revealed her TSA badge, register passcodes, and even details about airport cash handling. It went viral for all the wrong reasons, raising serious concerns about security and protocol breaches.

This wasn’t just about brand embarrassment. The video exposed operational vulnerabilities and put staff and travellers at risk. The manager claimed employees had permission to film, but by ignoring  the social media policy’s boundaries, the result was damaging to both her employer and the airport. That’s why she was fired ‘with cause’.

Policy as Protection

Policies aren’t about stifling voices or policing employees. They are about protection — for people, for organizations, and for stakeholders.

I once worked with a Canadian trade union whose members were posting rogue content online — calling for wildcat walkouts, refusing safety checks, and undermining their own leadership. It was creating risk for both workers and the broader membership. The solution wasn’t complicated: we drafted a simple list of guiding principles, appended it to the membership agreement, and made sure everyone understood it. That clarity helped restore trust, gave the union a tool to discipline errant members, and reduced harmful behaviour.

Even a straightforward, well-communicated policy can make a real difference.

Policies also need to reflect an organization’s mission and context. For example, I supported a Canadian Crown corporation whose mandate is to fund research and innovation in developing regions. The challenge was to align a new social media policy with the Treasury Board’s Directive on the Management of Communications and Federal Identity, while also making it relevant to academics and researchers who often operate outside government circles.

We included practical guidance on which channels and formats work best for engaging global research audiences, along with insights into international social media trends — from Sub-Saharan Africa to South Asia. At the same time, we grounded the policy in Canadian best practices. The lesson? Policies should never be one-size-fits-all. They should serve the unique mission of the organization and the needs of the people who represent it online.

What Strong Policies Should Include

Every organization’s policy will look different, but strong ones share common elements:

• Guidance on how to balance personal and professional social media use in ways that support the organization’s goals.
• Clear rules on confidentiality and protecting sensitive information.
• Awareness of personal safety and security considerations.
• Escalation procedures if threats or breaches occur.
• Training and regular refreshers to keep staff up to date.
• A clear outline of consequences for non-compliance, so employees understand the accountability measures in place.
• A commitment to update the policy regularly to reflect new social media trends and emerging risks.

When leaders provide this clarity, they give employees confidence and protect the wider community.

Social media isn’t going away. The risks are real, but so are the opportunities for leadership. Strong policies don’t just mitigate crises — they foster a culture of respect, safety, and accountability. They reassure employees that their organization has their back. And they show the public that your brand takes its responsibilities seriously.

If you haven’t reviewed your social media use policy lately, now is the time. Don’t wait for a crisis to expose the gaps.

Review your policy today. Protect your brand. Protect your people.

Listen here:

Watch here:

Want to stay ahead in the ever-changing world of digital marketing? Sign up for my newsletter to get insights like this straight to your inbox. Let’s navigate the evolving media landscape together and make smarter, more informed communication decisions for your brand.