Implementing a social media policy in a traditional media company: Case study of TC Transcontinental

Abstract

Since the advent of social media, companies have been concerned about their employees’ online communications. While some have had favourable experiences, some negative stories have adversely affected corporations, encouraging them to guide employees better through social media policy. TC Transcontinental, a major Canadian media company, had to implement such a policy for its 9,500 employees. Traditionally a print company, its move towards online media was also pushed by an increasingly savvy workforce. This paper will examine the origin of the company’s social media policy before discussing its implementation process and examining its control mechanisms. The paper finds that the central element in setting up the company’s guidelines was to create them as a complement to their existing corporate culture and ethical guidelines.