Social Media

Guidelines
Social Media Guidelines
Social Media
Guidelines
Introduction
The Eloqua Social Media Guidelines were
created by Joe Chernov and social media agency
JESS3. Although the document lists “do’s” and
“don’ts” of social media, it is not intended to be
a cautionary or punitive document. Rather, these
Guidelines serve as both guardrails and wings –
to help you stay in bounds, while learning how to
take your personal brand and Eloqua’s business
objectives to the next level through social media.
Guidelines
Our focus is on the aspirational – that’s why
we lead with 5 things you can do to succeed in
social media. That said, there are also potential
pitfalls that we hope to help you avoid – that’s
why we also include 5 straightforward social
media “don’ts.”
Please also make sure to thoroughly read and
review the Eloqua Social Media Playbook. Many
of these principles are discussed at length in
our company Playbook. We also give useful
tips, tricks and insights about navigating nearly
a dozen of the top social media platforms. As
you consider these materials and explore more
corners of the social Web, please let us know
how and where we can improve!
2 Social Media Guidelines: Twitter
PLEASE DO:
> Listen. The most important first step you can
take in social media is to listen before you
“speak.” Social media offers a unique window
into the lives of colleagues, customers and
influentials. Adhering to a “listen-first” mantra
will help you can gain valuable insights that
inform how – or even if – you want to engage.
This is the key to being social success.
> Be authentic. The era of online anonymity
has ended. Social media demands honest,
transparent and authentic participation. Social
networks are human networks; so don’t be
afraid to share about your hobbies, travels and
even weekend adventures.
> Be consistent. When cultivating your social
media presence, be consistent about the
information contained in your profile and the
content you share. Consistency helps build
trust with others, whether it is a simple “oh, I
recognize that profile photo” or a deeper sense
of involvement.
Chirp and peep are so passé.
Now it’s all twitter!
www.eloqua.com
Social Media Guidelines
The era of online anonymity has ended. Social media demands honest, transparent
and authentic participation. Social networks are human networks; so don’t be afraid
to share about your hobbies, travels and even weekend adventures.
PLEASE DO NOT:
> Be gracious. Applauding the good work of > Share confidential information about the
others and thanking others for their support company/clients/partners
are the cornerstones of any good community
– on- and offline alike. Whether it is citing a > Criticize clients/colleagues/partners/
source with a link in a blog post, retweeting competitors.
or giving a “shout out,” be sure to credit and
thank the original creator. > Spread rumors or false information about the
company/clients/partners/ competitors.
> Disclose. Letting your online audiences know
that you work for Eloqua is essential if you > Reveal personal information about any of
are tweeting about Eloqua and/or sharing your colleagues. Examples include tweeting
pro-Eloqua content online. A great way to do side conversations or posting personal photos
this is filling out your Twitter bio with a brief to Facebook or Flickr without their explicit
line about your Eloqua affiliation, as well permission.
as including Eloqua as an employer on your
Facebook and LinkedIn profiles. Additionally, > Misrepresent yourself or Eloqua. Every action
if you are supporting the efforts of a client, online is, at some level, traceable – so make
make sure that you check with Joe Chernov sure the content that you are creating and
before promoting the content to make sure impressions you are leaving, no matter how
you have the proper disclosure in place. big or how small, are accurate, honest and
true.
On the internet, nobody knows you’re a dog.
But they can smell a marketer from a mile away.
© 2009 ELOQUA CORPORATION Social Media Guidelines: Twitter 3