Social media is transforming the way Citrix employees do business, enabling new ways to connect, communicate and establish meaningful relationships with others around the world. While social media is often associated with the most popular platforms – such as Facebook, Twitter and blogs – it also includes all digital channels that allow two-way interactions between users. These interactions, over time, will help Citrix achieve business goals and offer many other key benefits, including the ability to:
We hope that you will join us by participating in these new, exciting channels of communication. The following guidelines are designed to share best practices and to help you understand the opportunities – as well as possible pitfalls – when you engage others through social media on behalf of Citrix. These guidelines will grow and evolve along with social media, so be sure to check back often for updates.
Remember that engaging in social media for Citrix is both a great opportunity for you and also a great responsibility. We’re confident you’ll represent Citrix in the best possible light. These guidelines are here to help steer you in the right direction.
Be Yourself. Social media is about connecting real people with real people. Write in the first-person and leave your sales pitch and overtly formal tone at the door. Let your personality shine through in your communications; after all, people are the centerpiece of social media. It’s important to remember that while you represent yourself on social media, you also represent Citrix and other Citrix employees across the globe. So be sure that what you share is in line with the Citrix brand, our Code of Conduct, and your personal standards.
Be Transparent. Building trust and authority is key to establishing meaningful social media relationships. When you communicate about topics relevant to Citrix, be sure to identify yourself and, when necessary, your role at Citrix. Any time you state that you’re an employee of Citrix, other users could view your opinion as an official position from Citrix. Make sure you share factual, non-proprietary information that won’t potentially damage you or the company. If you’re publishing your own blog, comments, profile, or other online content, consider including the following disclaimer language: “The views expressed here are my own and do not necessarily reflect the views of Citrix.”
Share Your Expertise. You hold valuable knowledge, viewpoints and expertise in your field, and this should be your main focus when you engage others via social media. It’s ok to talk about topics outside of your main area of expertise, but if you do so, be sure to let people know that you’re simply voicing your personal opinion.
Play Nice. Integrity, respect and humility are among Citrix core values, and these should carry over to the way you interact with others on social media. A few kind words or even a simple “Thank you” can go a long way in fostering long-lasting relationships and positioning Citrix in a positive light. Furthermore, avoid picking fights, addressing rumors or fueling a flame war. It’s ok to discuss topics regarding Citrix competition—or address the competition directly—but be sure to do so in a manner that is respectful of others and consistent with our Code of Conduct.
Be Forthcoming. Since social networks consist of real humans interacting with each other, there may be times when you make a mistake. No problem, simply admit the error up front and try to correct any misinformation. We do not recommend deleting your original post, but instead link to it in your correction. Being humble in these situations can also go a long way. If you feel your error may put Citrix at risk, contact the Citrix Social Media Team or Citrix PR for assistance.
Social Media is a Two-Way Conversation. Many brands and individuals use social media as a platform to simply shout their message to the masses. While social media can be used as a platform to broadcast information, its core function is to enable two-way interactions between people. It’s best to listen to what others are saying on social media channels, respond to their questions or concerns, and solicit feedback when it makes sense. This two-way communication can lead to deeper, longer-lasting relationships and likely even provide valuable business insights in the process.
Know the Rules. Each social media platform or network has unique terms-of-service that dictate how individuals can use the channel. Be aware of each individual platform’s rules and play by them, otherwise, your account may be at-risk and Citrix as a whole could experience negative ramifications as a result. Furthermore, understand and adhere to our Code of Conduct and all applicable laws in your region as they relate to social media and communications as a whole.
Protect Confidential Information. Do not disclose any confidential or propriety information about Citrix or any third party. If you have any doubts about whether information is confidential, refrain from posting before consulting a legal representative. As a rule of thumb, avoid posting information regarding unpublished features, products, technologies, marketing plans or financial results or projections, especially as they may amount to confidential, inside business or trade secret information that should not be disclosed to the public until required or permitted by law.
Follow Citrix Code-of-Conduct Guidelines. As noted above, in addition to the guidelines in this document, always follow the Citrix Code of Business Conduct, just as you would with any other business-related communication or activity.
Citrix encourages employees to write blog posts on company blogs that are helpful to our prospects, customers, shareholders and employees. In addition to the Citrix Social Media Guidelines approved by Citrix Legal, and the Citrix Code of Business Conduct, there are additional considerations that must be taken:
To help you while you are writing blog posts, creating content or engaging on social media channels (e.g. Twitter, Facebook, LinkedIn), here are a series of do’s and don’ts:
This section of the Citrix Social Media Guidelines have been developed for employees who maintain personal blogs or social media accounts that may include postings about Citrix. They are also applicable to Citrix employees who post about the company on the blogs or social media accounts of others, whether that person is a Citrix employee or not.
Just as we encourage Citrix employees to operate under full transparency in social media, we expect the same from our agencies and sponsored partners. This means these parties should clearly disclose their relationship with Citrix and, if applicable, any compensation they have received from the company. Failure to do so is in violation of recent United States Federal Trade Commission guidelines, which can be viewed here: https://www.ftc.gov/news-events/press-releases/2015/12/ftc-issues-enforcement-policy-statement-addressing-native
These guidelines are meant to help the employees of Citrix to use social media in a conscious, positive way; however, you are ultimately responsible for your own actions. If you ever have doubt about what you’re about to publish via social media, always take a step back, review this document for guidance and, if you’re still in doubt, consult with the Citrix legal or the Citrix Social Media Team.
Most social sites or networks allow users to share their opinions, provide feedback, or submit user-generated content. This is true on external sites and also those hosted by Citrix. Content of this nature can include comments on blogs or posts on Facebook, as an example. If you manage a social platform for Citrix or you submit Citrix content via social media, you are required to continuously monitor and moderate each for the specific types of content listed below.
Furthermore, if you manage a digital property – such as a website or mobile app – that includes an automatic feed from a social media site, you must ensure that types of content listed below can be moderated or filtered before being published.
Overtly off-topic posts and content shared for the purpose of driving traffic to a particular website for personal or monetary gain is not appropriate and should be deleted.
Citrix asks community members and users to refrain from offensive language, personal attacks or being disrespectful of others. Any offensive language that appears on Citrix-hosted platforms will be deleted.
Citrix requests users to post only content that belongs to them, or that they have expressed permission to use.
An easy way to remember what user-generated content is permitted on Citrix-hosted channels is the industry standard “Good, Bad, not Ugly” rule. Citrix encourages comments or user content that is positive in nature and adds to the discussion at hand. And, in the spirit of good debate, Citrix also encourages content that is critical but related to the conversation. However, content that includes spam, off-topic comments, or offensive language will be deleted and users may be limited from future posts.
Contests that leverage social media are becoming increasingly popular with marketers. When executed correctly they can provide a creative and fun way for brands to engage with their customers and fans. There are some very specific things to consider when implementing a social contest.
Most contests, whether they are social or not, are governed by specific laws and requirements depending upon the region in which the contest takes place. It is important that you understand all the rules governing social contests before you launch one. Please contact the Social Media Team for specific guidelines.
Branded accounts on social networks can provide numerous benefits; they are often a great way to share information and connect directly with customers, yet they do require a minimum resource investment to be effective. Before creating any Citrix branded social account, please contact the Citrix Social Media Team for some helpful tips and to be included in various other social marketing opportunities.
Do you have questions about this document or other social media issues? Feel free to contact the Citrix Social Media Team at firstname.lastname@example.org. We are here as a resource for you. Now go out, get online, and have some fun.