Social Media Guide - KPI-JCI

SOCIAL MEDIA
GUIDE

SOCIAL MEDIA
GUIDE
Purpose of Social Media Presence
For a B2B business, social media is about connecting, increasing brand awareness and loyalty, driving traffic to the company website,
improving Search Engine Optimization (SEO) and engaging with consumers, media and thought leaders in the industry. Social media is
much more than just Facebook and Twitter. It includes blogs, online networks, forums and any other Internet-based tools for sharing and
discussing information.
KPI-JCI and Astec Mobile Screens recognize the importance of participating in online conversations appropriately. We encourage
our employees to get involved in the social media community to help build our brand and establish KPI-JCI and Astec Mobile Screens as
an industry thought leader. The same rules that apply to our messaging and communications in traditional media still apply in the online
social media space. We ask our employees to use common sense when participating in the online world, and continue to honor KPI-JCI
and Astec Mobile Screens’ principles and policies.
Current Company Social Media Sites
www.facebook.com/kpijci
www.twitter.com/KPIJCI_AMS
www.twitter.com/beFRAPready
www.linkedin.com/company/kpi-jci-and-astec-mobile-screens
www.youtube.com/KPIJCIofficial
www.youtube.com/astecmobilescreens
www.flickr.com/kpijci
www.facebook.com/theroadconnection
www.twitter.com/road_connection
www.youtube.com/roadconnectionvideos
www.flickr.com/theroadconnection
Social Media Coordinator Guidelines
Who is Allowed to Post
The only person(s) allowed to officially represent the company as KPI-JCI and Astec Mobile Screens in the social media world is the Social
Media Coordinator, as directed by the Marketing Manager. Employees are allowed to post onto social media sites as individuals, but
only the Social Media Coordinator (currently Michelle Cwach- michellecwach@kpijci.com or 605-668-2606) is allowed to post “from
KPI-JCI and Astec Mobile Screens.” The Social Media Coordinator will take direction from the Marketing Manager concerning messaging
and all contests and promotions.
Tone
The tone of any official company page is to be professional, conversational and respectful. Posts are designed to inform readers of
company news; build brand loyalty with customers/dealers; give customers/dealers a place to express their views; and promote the
company and its products.
Content
Content on company social media sites will focus on company information, industry news, customer case studies and occasional contests and
promotions. Photos and videos will be taken at official company events, and editorial judgment from the Social
Media Coordinator and Marketing Manager will be used when posting photos or videos from events. Alcohol is not prohibited from company
photos or videos so long as employees/customers/dealers are portrayed in a positive manner. If an employee/customer/dealer would like
content removed, they should speak to the Social Media Coordinator.
Moderation
If the content is positive or negative and in context to the conversation, then the Social Media Coordinator will approve the content, regardless of
whether it’s favorable or unfavorable to KPI-JCI and Astec Mobile Screens. However, if the content is ugly, offensive, denigrating and completely
out of context, then we reject the content.

SOCIAL MEDIA GUIDE - 2
Employee Guidelines
Personal Behavior
If an employee lists KPI-JCI and Astec Mobile Screens as an employer on a social media page, he or she is expected to act responsibly in
accordance with the company’s employee handbook.
Transparency
When discussing KPI-JCI and Astec Mobile Screens or its products, always identify clearly who you are, what your role in the company is
and publish in the first person (Ex: Hi, I’m John and I’m a product manager for track mounted equipment at KPI-JCI). If you are not an official
company spokesperson, state that the views expressed are your own. Unless you are given permission by the Marketing Manager, you are
not authorized to speak on behalf of the company, or to represent that you do so. When appropriate, please direct others to www.kpijci.com
and other social media accounts of the company.
Authenticity
Be honest and open, but be mindful of how your contribution might affect people’s perceptions of KPI-JCI and Astec Mobile Screens as a
company. If you make a mistake in a contribution, be the first to admit it – honesty of this type quickly builds respect among other users.
Copyright and Compliance
Ensure that you are not infringing copyright rules when using social media. Never disclose commercially sensitive or privacy-marked
company information in your contributions. Employees who share confidential or proprietary information do so at the risk of losing their
job and possibly ending up a defendant in a civil lawsuit.
Always give people proper credit for their work, and make sure you have the right to use something with attribution before you publish.
Personal Responsibility
Employees are personally responsible for content published using social media tools and should be mindful that what they publish will be
public for many years. If you feel even slightly uneasy about something you are about to publish, then chances are you shouldn’t do it. If in
doubt, discuss with the Marketing Manager. Each individual is responsible for what they post online, even while not at work. Each individual
should choose for themselves if they will use social media. Employees are legally liable for anything they write or present online. Employees
can be appropriately disciplined and/or sued by the company for commentary, content, videos or images that are defamatory, pornographic,
proprietary, harassing, and libelous or can create a hostile work environment.
Be conscious when mixing your business and personal lives. Online, your personal and business personas are likely to intersect. KPI-JCI
and Astec Mobile Screens respects the free speech rights of all of its associates, but remember that customers, colleagues and supervisors
often have access to the online content you post. Keep this in mind when publishing information online that can be seen by more than
friends and family, and know that information originally intended just for friends and family can be forwarded on. Remember NEVER to
disclose non-public information and be aware that taking public positions online that are counter to KPI-JCI and Astec Mobile Screens’
interests might cause conflict.
Tone
Before your first contribution on any social media site, it is a good idea to observe the activity on the site for a while before launching
yourself into a conversation to get a feel for the style of contributions, the nature of the content and any “unwritten” rules that other
contributors might follow.
Post meaningful, respectful comments. Use correct spelling and grammar.
Stick to your area of expertise. Feel free to provide unique, individual perspectives on non-confidential activities at KPI-JCI and Astec
Mobile Screens.
Be humble and stay away from boasting. Use facts to support the company.
Be a good listener. Remember that one of the biggest benefits of social media is that it gives our customers another way to talk to us, to
ask us questions directly and to share their feedback.
When disagreeing with others’ opinions, keep it appropriate and polite. If you find yourself in a situation online that looks as if it’s
becoming antagonistic, do not get overly defensive and do not disengage from the conversation abruptly. Feel free to ask the Marketing
Manager or Social Media Coordinator for advice and/or to disengage from the dialogue in a polite manner that reflects well on KPI-JCI
and Astec Mobile Screens.
Don’t use ethnic slurs, personal insults, obscenity, or engage in any conduct that would be unacceptable in the KPI-JCI and Astec Mobile
Screens workplace. Always consider others’ privacy and avoid discussing topics that might be inflammatory (e.g., politics and religion).
Content
Do not post photos or videos that represent the company or its products in a negative manner. Do not post photos or videos that show
employees using equipment in unsafe or unintended manners. Photos and videos should not be taken in the factories. All photos and
videos that deal with customers or equipment should be submitted to the Social Media Coordinator to be posted by the official KPI-JCI
and Astec Mobile Screens page.
Discretion
Don’t discuss competitors, customers, partners or dealers without prior approval. If you have permission to write about the competition,
make sure you behave diplomatically, have the facts straight and have it approved by the Marketing Manager.