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TNT Social Media Guidelines

TNT Social Media Guidelines

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Published by TNTExpress

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Published by: TNTExpress on Sep 15, 2010
Copyright:Attribution Non-commercial


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How to make your voices heard and displayTNT’s can-do attitude online
Version: 1.0 Date: 01/09/2010
TNT employees Social Media Guidelines
Introducing Social Media
Social media
are media that use onlinetechnologies to facilitate social interaction. Byinviting users to become content producersinstead of content consumers, they transformtraditional media broadcasts into social mediaconversations. In this way,
“they support the democratization of knowledge and information.” 
(Wikipedia).E.g. Facebook, Twitter, blogs, Youtube,Slideshare, LinkedIn, Xing, Ning, Hyves, Flickr,Wikipedia and many others.
Why use Social Media?
Social media can be used in different ways and fordifferent reasons:as a networking tool – your life is basicallythe sum of your professional and personalnetworks;to aid communication (just as mobile phonesand e-mail did in the past);to participate in stimulating conversation; andto enhance TNT’s reputation online.TNT’s reputation is built on a can-do attitude.Without
to bring this attitude to life,however, can-do is just a word. Social mediaprovide our employees with channels / tools tomake their voices heard and display their can-doattitude online. It is a form of
thatoffers significant potential for enhancing TNT’sreputation.
Let us be your guide
Empowering people through social media isfundamentally good news. But it can haveunforeseen and unintended consequences aswell. The objective of these guidelines is to helpTNT employees get the most out of social mediawhile avoiding the pitfalls that can result in a lessthan enjoyable social media experience.These guidelines are
not intended
as a kind ofinstruction manual
for those who manageofficial
TNT communication channels; they applyto your personal social media activities only,whether during work-hours or at home.Generally speaking, what you do outside of workis your own business. However, you never stopbeing an employee of TNT. Most social media“incidents” are the result of a failure to appreciatethat your actions and behaviour impact (andpotentially reflect negatively on) your employer’sreputation.Other examples: Domino’s pizza video,Canadian woman loses benefits over Facebook photo,KevinColvin,fired for her Facebook update.Here’s a real-life example thatcould have been avoided with alittle common sense:
Why guidelines, and not a social media policy?There are several reasons. Firstly, we don’t wantto tell you what to do and what to say, becausesocial networks are by definition very personal.Also, social media come in many different forms – there are literally hundreds of different tools andspaces out there. What is more, the social medialandscape is forever changing, with new toolsappearing all the time and changing the waypeople interact. A “one-size-fits-all” approach istherefore not very practical or realistic.Here are some general principles that can helpyour social media activity:
1. Know your Business Principles
Please make sure that you have read and arefamiliar with the TNT Business Principles. Theyprovide a framework to guide TNT employees intheir dealings with colleagues, customers,suppliers, and other stakeholders. For this reason,the Business Principles very much apply in asocial media environment.
2. Point out that you are not an officialspokesperson
We welcome your participation in various TNT-themed accounts / blogs / groups / websites.However, if you plan on setting up one of theseyourself, be sure to make clear in some way that itis not an official TNT communication channel.Also, you should state clearly that you areexpressing your own views and opinions,especially when discussing topics that relate toTNT’s business (transportation, logistics, etc.) Ifnecessary, add a disclaimer (“The opinions andpositions expressed are my own and don’tnecessarily reflect those of TNT nv.”) to indicatethat you are not speaking on behalf on TNT.
3. Respect the TNT Brand guidelines
TNT brand consistency is important. If you includea TNT logo on your profile, be sure to follow TNTBrand guidelines(on ExpressNet).Use the latest artwork. Do not squeeze orotherwise distort the logo. Do not use the logo incombination with a product name. Use the correctshade of orange (#FF6600) and the othercorporate colours. See TNT Brand guidelinesfor more details (on ExpressNet).
4. Recognize that you are entering a socialsystem
Social media is like any social event – a meeting, a party, the coffeecorner. Behave as you would insuch an environment. The samegood manners apply: introduceyourself, don’t pretend to be some-one else, don’t intrude in or interruptthe conversations of others, and so on. Take careto ensure that your actions and behaviour areconsistent with the image you want to portray inthe office and with your clients. Keep in mind thatyou are sharing any social space – online oroffline – with your boss, colleagues, and clients.
5. Remember that Google never forgets
Everything you post stays online for a long time.Think before posting something you might regretlater.
The basics
In case of doubt
Ask your manager whether it is “safe” to post specificinformation online. If you have a social media questionthat is not content-related, please contact:
Cecilia ScolaroCommunications

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