Experts: Companies Need Social Media Policy

"Write in first person. Be honest. Context matters."

These are components of the social media policy guidelines outlined by Avvo, a Seattle-based website that helps consumers handle their legal matters by providing attorney rankings and related services.

The startup, which has quickly grown to nearly 40 employees, instituted a formal policy for controlling content on Facebook, Twitter, LinkedIn and other social media sites earlier this year, Reuters reported.

"All of a sudden we had a bunch of other voices - new employees - saying things about the company," said Josh King, Avvo's general counsel and primary author of the document. "We just wanted to put in place a roadmap of reminders when dealing with social media."

King and other top management drafted simple rules of conduct in cyberspace that apply to employees choosing to disclose their affiliation with the company as part of their online identity.

"Social media interaction is, in many ways, no different than in-person interaction," states the document, titled "Avvo Social Media Participation Guidelines". "And just like any other interaction, you'll want to project a professional image."

The guidelines - less than two pages in length - have since been incorporated into Avvo's general employee handbook. The document covers hands-on social media topics ranging from "profile pictures" and "attention to detail" to "inappropriate topics" and "bad mouthing." Those wanting to tweet or blog as official advocates of the company using a targeted marketing or sales message go through rigorous approval channels.

"I didn't want to get terribly detailed. I didn't want to have a bunch of ‘Mother may I's," King said. "I basically distilled it down to a couple of core concepts, the most important of which is: always be professional."