Why Intel's social media policy is a really big deal. Really.

It’s rare that any corporate policy makes for a good read, but trust me when I tell you that Intel’s new Social Media Guidelines are barn-burning fare.

Here’s why:

Standard business model: No matter how many people work at a company, only a select few employees are allowed to speak to the public.  All statements must be approved by the top brass, who will be sure to suck the life out of any comment until it sounds like good-old corporate PR dreck.

The Intel model: Any employee can speak to the public. And the more interesting your perspective, the better.

This week, Intel announced its new approach to the world by posting its Social Media Guidelines online. And while there are plenty of caveats to ensure that employees respect Intel’s privacy policy and other rules, there’s no denying that this is an astounding bit of empowerment.

What’s incredible is that Intel isn’t just allowing workers to use social media for work purposes; it’s encouraging them to be themselves while doing so.

Here’s a telling excerpt:

The choice to participate in social media is yours. If you do, please follow these guiding principles:

    • Provide unique, individual perspectives on what's going on at Intel and in the world.
    • Post meaningful, respectful comments - in other words, no spam and no remarks that are off-topic or offensive.
    • Reply to comments quickly, when a response is appropriate.
    • Respect proprietary information and confidentiality.
    • When disagreeing with others' opinions, keep it cool.
    • Know and follow the Intel Code of Conduct and the Intel Privacy Policy

After the jump, I go over a few more of my favorite bits.

On transparency:

If you are blogging about your work at Intel, use your real name, identify that you work for Intel, and be clear about your role. If you have a vested interest in something you are discussing, be the first to point it out.

On perception:

In online social networks, the lines between public and private, personal and professional are blurred. Just by identifying yourself as an Intel employee, you are creating perceptions about Intel by our shareholders, customers, and the general public—and perceptions about you by your colleagues and managers. Do us all proud. Be sure that all content associated with you is consistent with your work and with Intel's values and professional standards.

On starting conversations:

Don't be afraid to bring in your own personality and say what's on your mind. Consider content that's open-ended and invites response. Encourage comments.

On sharing:

Our business activities are increasingly focused on high-value innovation. Let's share with the world the exciting things we're learning and doing—and open up the channels to learn from others.

On 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.

On negative comments from the public:

If the content is positive or negative and in context to the conversation then we approve the content, regardless if the content is favorable or unfavorable to Intel. However if the content is ugly, offensive, denigrating and completely out of context then we reject the content.

Again, this isn’t a carte blanche for employees to run roughshod across the social Web, calling themselves Intel reps. And I always wonder how much legal security is gained when people post disclaimers such as Intel’s recommended wording: “The postings on this site are my own and don't necessarily represent Intel's positions, strategies or opinions.”

But Intel is still light years ahead of most companies. At a time when many businesses are considering (or already are) banning the use of social media in the workplace, Intel is entrusting its employees to do what’s right.

Today's photo credit: Axel Bührmann from Flickr.

Comments

[Eric Housh]

I was employed in communications at Intel when they first started experimenting with Social Media (~2003). It was incredible - after we managed to get a corporate blogosphere, there were employees whose blog posts got more traffic than the CEOs webcasts. Good to see that the company as a whole has caught on and is embracing it for external conversations as well.

[Andrea Hill]

Since it appears typepad ate my first comment, I'll try again. I warn you, the first one was probably WAY more insightful!

>Post meaningful, respectful comments - in other words, no spam and no remarks that are off-topic or offensive.

I think this policy is a good one, for perhaps a different reason than it was intended.

Yes, Intel wants people who are representing their organization to do so in a good light. Yet this is also a great way for people to train themselves on how to act online. Many people may still not realize how visible their online activities are or the possible long-term implications. Taking that extra moment to wonder "is this acceptable in the eyes of my employer" may help people learn to moderate their own behaviour as well.

[Juliana]

This is soooo cool, just what my organisation needed! Thanks David for this great post.
In fact, 99% can be totally adopted by most organisations that claims to be passionate, progressive, innovative, empowering, etc. etc...

I will be honest here. I work for Oxfam Hong Kong. And I am also administrator for Oxfam's facebook groups including Oxfam Trailwalker. There you go. I like being honest.

[Ms. Single Mama]

Your blog rocks. I'm so glad I found it... this is an awesome post. I'll be using it as a case study.

[Lorenzo Freschet]

Good stuff but Intel is not alone here. Check out IBM's version: http://www.ibm.com/blogs/zz/en/guidelines.html

[Adam Singer]

Yes I thought the exact same thing when I read it...

IBM's is good too.

[crazylegz]

http://crazylegz.blogspot.com/2008/12/social-mediaintel.html

Hey Dave, I did a short post on your piece, it's all in Chinese though. Just so you know.

[ERM]

Hmm it is like democratic model in PR....

[Amit Desai]

Nice article and thanks for sharing your thoughts. I firmly believe that every organization big or small should have a social media policy. Recently I completed an analysis on usage of social media and its impact on productivity and have published my findings here http://www.gigathoughts.com/social-media/do-you-have-a-social-media-policy-for-your-organization.html

Hope you guys find it useful and also do let me know your views on the same

[Chris Boudreaux]

This database contains links to more than 60 social media policies, and you can filter by industry:

http://socialmediagovernance.com/policies.php

[Igor Sauna]

I will be honest here. I work for Oxfam Hong Kong. http://en.newdosug.ru There you go. I like being honest.