First, a word about dealing with Legal.
If your companies Legal department has to approve every nuance of your Facebook approach, run away—or at least push back.
It’s tough to skirt the lawyers, and the general lack of precedent in Facebook legal cases has many corporate attorneys playing preemptive defense. No one wants to be the first to get dinged. Of course, a Legal department’s recommendation is just that—a recommendation. Make your case to legal by showing them other brands taking certain risks and succeeding—especially if it’s a competitor.
(A mandate is something different altogether, and I can’t help you there.)
There’s nothing wrong with being a risk-averse businessperson. There’s plenty wrong with being a risk averse social media marketer. If you’re constantly hamstrung by the folks in Legal (or your C-suite for that matter), and they continually prevent you from making the content moves outlined below, forget Facebook. Ditch the legal headache and dedicate your resources elsewhere.
Now back to that (almost) definite guide.