Couple of quick thoughts. 

1. I prefer separating, either as separate docs or separate sections of a
single doc, the policy ("thou shalt") from guidelines/good practices ("You
should"). 

2. There are hundreds of social media policies publicly available to look at
on the web - many of them are very good and cited repeatedly as best
practices. Off the top of my head, Coca-Cola, IBM, Cisco, Dell, and Best Buy
all come to mind. There are also some repositories of them, including but
not limited to:
http://www.compliancebuilding.com/about/publications/social-media-policies/ 
http://socialmediagovernance.com/ 
http://govsocmed.pbworks.com/w/page/15060450/Web-2-0-Governance-Policies-and
-Best-Practices 

This document focused on social media policies within US federal government
but it's still quite good: 
http://www.actgov.org/knowledgebank/whitepapers/Documents/Shared%20Interest%
20Groups/Collaboration%20and%20Transformation%20SIG/Best%20Practices%20of%20
Social%20Media%20Records%20Policies%20-%20CT%20SIG%20-%2003-31-11%20(3).pdf
(HORRIBLE LINK) or http://is.gd/fC9GqL 

3. At least in the US policy guidance is decidedly mixed, with NARA and
FINRA being more proactive and the FDA being decidedly less. But check with
your relevant regulatory authorities as they may already have guidance out
there. 

4. At the risk of sounding like a troll, I have delivered a number of
presentations on social media policies over the last couple of years and
many of them are available on my Slideshare page at
http://www.slideshare.net/jessewilkins. 

5. Finally, at the risk of further sounding like a troll, I am developing a
course on social media governance that has modules on generic social media
policies, policies for specific tools or capabilities, deeper dives into how
to address specific social media governance challenges covered by policies
which may be insufficient, etc. Most of these are already available on the
AIIM website under Training/Social Media. 

But in the policy overview course I identify substantially the same list you
did. Here are the structural elements: 
- Purpose
- Scope
- Responsibilities
- Definitions
- Policy Statements (below)
- References, including related policies

And here are the policy statements, mostly focusing on official accounts but
reaching to unofficial/personal where warranted: 
- Appropriate and inappropriate usage 
- Look & feel including use of logo etc.
- Personal usage
- Representation (who can speak on behalf of the organization using SM)
- Affiliation
- Ethics
- Protection of information (including privacy considerations)
- Pre-publication review, post-publication monitoring and accountability

I hadn't specifically addressed the point about advertising but it's a good
one to include - I think Cisco's and Coke's both cover that in the context
of the FTC's rules. 

Hope this helps - happy to be an unofficial and NDA'd sounding board for
your efforts. 

Best, 

Jesse Wilkins, CIP, CRM
Director, Research and Development
AIIM International
[log in to unmask] 
http://www.aiim.org 
Twitter: http://www.twitter.com/jessewilkins 
Get Information? Get Certified. 
http://www.aiim.org/certification 

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