maturing your organization's social culture... by creating a policy?
TRANSCRIPT
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Maturing Your Organization's Social
Culture ... by Creating a Policy?
#12NTCsmpol
Lisa Colton, Darim Online Andrea Berry, Idealware
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Agenda
• Why a Social Media Policy
• Process and Product
• 5 Key Attributes and Examples
• How Will the Process Help You and
Your Organization?
• Q&A and Discussion
Slide 1 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
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Obstacles to Social Media Maturity
Slide 2 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
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Fear
Slide 3 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
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Slide 4
Allocation of Resources
Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
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Slide 5 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
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Slide 6 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Get Everyone On The Same Page
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Slide 7 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
PROCESS can be even more valuable than
PRODUCT
For a successful process,
who needs to be involved?
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Start With Your Values
Based on your mission or brand,
define a set of terms that can help steer your brand
Slide 8
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Determine Your Social Media Values
Value What does this mean for your presence in the social media world?
Responsiveness We will focus on listening to what others are saying in our community and make a priority to respond in a quick and informative manner.
Impartiality We will not take a stance on political issues in our posts nor offer recommendations that are not grounded in facts.
Values word cloud?
Potential list: Altruistic
Agile
Approachable
Attentive
Caring
Community-Focused
Collaborative
Compassionate
Craftsmanship
Creativity
Devout
Diverse
Economy
Ethical
Expertise
Fair
Friendliness
Fun
Honest
Impartiality
Ingenuity
Innovation
Modest
Peaceful
Polished
Passion
Realism
Responsiveness
Safety
Scientific
Solidarity Supportiveness
Sustainability
From these values, create guidelines to use when posting…
Value
Responsiveness
Impartiality
What does this mean for your presence in the social media world?
We will focus on listening to what others are saying in our community and make a priority to respond in a quick and informative manner.
We will not take a stance on political issues in our posts nor offer recommendations that are not grounded in facts.
Slide 9
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Value Proposition: Charles & Lynn Schusterman Family Foundation
Values:
• Network Weaving
• Openness
Slide 10
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Social Media Roles
Who will do what in the
social media process?
Main Coordinator
Primary Listener/Moderator
Expected to Post
Allowed to Post
Content Contributor
These jobs may differ
between channels
Slide 11
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Who Will Do What?
Executive Director
Program Director
Marketing
Manager
Online
Communication
s Manager
Program
Manager
Program
Manager
Program
Manager
Director of
Development
Slide 12
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
What Should You Say?
Make you posts related to
your values:
• What is totally within
bounds?
• When is it okay to post
outside of your guidelines?
Slide 13
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
What Should You NOT Say?
What requires approval to post?
What is taboo?
Slide 14
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
What to Post? Charles & Lynn Schusterman Family Foundation
They ask themselves,
does my post:
• Share Foundation
expertise
• Expose grantee work
to a broader audience
• Expose grantees to
broader ideas
Does it touch on sensitive
advocacy issues?
Slide 15
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Monitoring Policy
What are you listening for?
There is a trade off between time spent and results…
Re
su
lts
Time Spent Monitoring Slide 16
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
How Much Will You Monitor?
Slide 17
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Responding To Negative Things
Should you limit or moderate discussion within your community?
Will hurtful comments
damage your community?
Where might people say
these things instead?
Will it let you show how
responsive you are?
Consider the actual damage
that will be done
Slide 18
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Guidelines For Your Community
Slide 19
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Responding to Positive (and Neutral) Things
When do you respond?
Who should respond?
What do you say?
What are the implications?
How is this connected to
your brand?
Slide 20
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Would You Respond?
Slide 21
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 22
Define a Plan
Define a set of
operating procedures
as to when you should
respond.
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Privacy Issues
What are your
potential privacy
issues?
• HIPAA?
• Safety or
Protection?
• Sensitive
Services?
Slide 23
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Posting and Privacy Issues
What can you post?
What can you only post with
permission from those included?
What can you never post?
Slide 24
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 25
What Should You Keep Private?
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
How Will You Deal With Permission?
Permission Issues:
• Using Names
• Tagging Constituents
• People in Photos or Videos
Images of children are very
tricky…
Signed permission forms that
explicitly state how images can
be used can be very helpful.
Slide 26
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Copyright vs. Creative Commons
A) Copyright: People
should ask us permission
before reposting any of our
content
B) Creative Commons: People can use
our content under certain circumstances
• Attribution: If they repost, they
should credit us for the content with
a link back to our site
• Derivates: Anyone can modify our
content as they like and repost it,
without needing permission
• Commercial Use: Someone can use
our content to sell something,
without needing permission
or
Copyright Creative Commons
Slide 27
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Attribution
How will you identify the source?
How much is attribution valued?
Slide 28
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Understanding Rules (and Courtesy)
Slide 29
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Personal vs. Professional: Posting
What is NOT okay to post in
each circumstance?
• Posting as the organization
on organizational account
• Posting as individual on
organizational account
• Posting as an individual on
individual account
Slide 30
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Personal vs. Professional: Relationships
Can staff befriend board members, volunteers, clients?
Slide 31
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
The Effects of Drawing a Hard Line
Teachers cannot friend parents (past
or present) on Facebook.
There was required “de-friending” of
existing connections.
Benefit:
• Protection against privacy issues
Loss:
• Connection to current community
• Connection to alumni community
• Ability to mentor families and
respond to issues informally
Slide 32
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Personal vs. Professional: Ownership
Be clear about who owns content and accounts…
Slide 33
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Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Who’s The Owner?
Who owns the content?
Who owns the account?
Slide 34
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Slide 35 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
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Slide 36 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Q&A and
DISCUSSION
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Slide 37 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?
Social Media
Policy
Workbook
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