At a time many companies are looking at creating a social media policy or maybe beefing up the one they have to address new issues and opportunities, the Chartered Institute of Public Relations has released a social media update to their 2007 guidelines.

The update is for their members and the larger public relations audience. This comprehensive set of guidelines was created to not just help members and users to avoid problems while in social media, but to set straight the details surrounding social media and take advantage of the opportunities that await them in this vast, albeit still new, world.

See the PDF here. So how does the 2009 version of guidelines differ from the 2007? If the size of the index is any indication, they know more so they must have more advice to impart. The first newbie in the list is “social media measurement.” Recognizing the importance of providing ROI calculations and metrics, their basic advice is to remember it is just another media, treat it normally, and not to do it in isolation. Integrating it with your mainstream media analysis gives you a larger and more complete picture on which to base future decisions.

Search engine optimization also made the list as an essential part of any online marketing campaign. Explaining not only the benefits of good search engine placement and increased rankings, they also warn of “white hat and black hat” approaches to improve these search engine rankings and remind their members they are required to adhere to the CIPR codes of ethical conduct.

Online tracking and advertising also appear for the first time in this version of guidelines. Addressing again the ethical codes surrounding the gathering of personal information and how that information is handled, shared and stored is prominent. Lifted up as an example of a social media pitfall is Facebook’s Beacon, which received a number of complaints when launched in 2007.

The last new topic addressed in the guidelines is user generated content. With the invasion of YouTube and web casts, as well as the popularity of on-demand television, this is the genre that is the hardest to manage. The CIPR reminds members of their ethical code recommendations and the requirements that online product placement needs to be transparent and not disguised in a cloak of artsy, backyard filmmaking.

All in all, the guidelines seem to be much more comprehensive than the last version and have evolved to address the continuing areas of concern that organizations face. Though the CIPR is based in the United Kingdom, the guidelines can apply across the world just as social media knows no borders or walls.

The SSN Take: Remember social media is just another form of media.

Melody K. Smith, March 10, 2010

Note:   Post not sponsored.