Social media staffing, culture, and policies
Bringing Social Inside
Presented by Debra Askanase
Digital Engagement Strateg...
About Debra Askanase
Today’s conversation
http://www.flickr.com/photos/gnuf/330034702/in/photostream/ 3
Staff (time)
Budgeting
Social media pol...
It’s what’s inside that makes a great chef
4
Staff support
http://www.flickr.com/photos/elanaspantry/3811903195/in/photostream/ 5
FTEs, time and roles
Success factor: dedicated staff
2012 Nonprofit Social Networking Benchmark Report 6
No social presence:
lack of staff and budget
72012 Nonprofit Social Networking Benchmark Report
Staff time allocation to social presence
82012 Nonprofit Social Networking Benchmark Report
Business survey:
weekly time commitment
9http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/
Staffing social media
102012 Nonprofit Social Networking Benchmark Report
112012 Nonprofit Social Networking Benchmark Report
Social media channels used,
dependent on hours available for social
http://www.socialmediaexaminer.com/social-media-market...
What department makes sense?
132012 Nonprofit Social Networking Benchmark Report
It’s not what it’s called, it’s your approach
142012 Nonprofit Social Networking Benchmark Report
How do they all connect?
http://www.flickr.com/photos/santos/2252824606/in/photostream/ 15
If this is the framework,
how do you make it work for you?
Community
Executive
staff
DevelopmentPrograms
16
Budgeting for success
http://www.flickr.com/photos/ladymixy-uk/4189535985/in/photostream/ 17
Budget trends, outsourcing, m...
Social media budgeting
“The number of respondents allocating some budget (>$0) grew
from 47% (2010) to 52% (2011) to 54% (...
Amount budgeted for maintaining a community
social presence
192012 Nonprofit Social Networking Benchmark Report
Amount budgeted to maintaining
in-house social networks
202012 Nonprofit Social Networking Benchmark Report
Items to budget for:
choose your list of ingredients
http://www.flickr.com/photos/25084516@N03/4302226855/in/photostream/ ...
Typically outsourced marketing services
http://www.socialmediaexaminer.com/social-media-marketing-industry-report-
2012/
22
A “minimum viable” social media presence
Minimum Prepping for
success
Success strategy
Personnel .25 time .5 time 1+ FTE
V...
Social media policy
http://www.flickr.com/photos/southernjaywalker/4587416258/ 24
http://www.edf.org/about/social-media-guidelines-edf-employees 25
Social media policies: thoughtfully guiding
interaction ...
http://www.scribd.com/AmericanRedCross 26
American Red Cross family of guidelines and
policies
Informing staff’s personal use of social media
http://www.scribd.com/doc/97831071/Personal-Social-Engagement-
Guidelines-2...
Handbook for field units
http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field-
units
28
29
http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field-
units
Handbook for field units
30
http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-
field-units
Handbook for field units
FAQs for the social engagement team
http://www.scribd.com/doc/88776038/Social-Engagement-Team-FAQ 31
http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from-
the-of
32
It’s only important when it needs to...
Reputation management responsiveness
http://pinterest.com/kanter/komen-can-kiss-my-mammagram/ 33
What one blogger can set off
http://embodiedtorah.wordpress.com/2012/07/18/why-my-blind-son-is-
returning-from-camp-ramah-...
Response procedures in place
http://www.dansoschin.com/wp-content/uploads/2012/02/Generic-Social-Media-
Assessment.jpg
35
“Minimum viable” response preparation and
procedures
• Monitor the interwebs
• Rapid internal communications system in pla...
Getting started
http://www.idealware.org/smpolicy 37
Facebook discussion group
https://www.facebook.com/groups/socialmediapolicy 38
Social media policies and guidelines: resources
for you
39
• http://www.idealware.org/smpolicy (workbook)
• http://darimon...
Staff culture: key ingredients
http://www.flickr.com/photos/bupia/2498925008/in/photostream/ 40
Collaborative culture
http://www.flickr.com/photos/ngi197w/5939812007/in/photostream/ 41
Social is shared work: no silos!
http://www.flickr.com/photos/ngi197w/5940536872/in/photostream/ 42
Trust
1/30/2015 http://www.flickr.com/photos/ngi197w/5938472497/in/photostream/ 43
Willingness to experiment
(and possibly “fail”)
http://www.flickr.com/photos/ngi197w/5938474679/in/photostream/ 44
Wrapping up: Do you have everything in place
to accomplish what you want?
45
Enough dedicated staff time
Staffing structur...
I’m always available to answer follow-up
questions!
Email: debra@communityorganizer20.com
Website: communityorganizer20.co...
Social media staffing, culture, and policies
Bringing Social Inside
Presented by Debra Askanase
Engagement Strategist
Comm...
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Bringing Social Inside

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Nonprofits that excel in social media communication and engagement also understand that internal social media capacity affects external activities. This presentation covers the four internal assets needed to fully optimize social media as an organization: social media staffing, an internal social culture, budgeting, and a social media policy.

Takeaways:
• Importance of social media policies, and key questions to address
• Social media staffing structure configurations
• Internal social culture self-assessment and key stepping stones to becoming a social organization
• How much does social media really cost?

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  • Social media examiner survey: 3,813 participants.
    The largest group who took the survey work for small businesses of 2-10 employees (34%) followed by the self- employed (21%). Twenty percent of people taking the survey work for businesses with 100 or more employees.
    Most participants (57%) were based in the United States. Followed by Canada (9%), United Kingdom (9%) and Australia (5%).
  • Bringing Social Inside

    1. 1. Social media staffing, culture, and policies Bringing Social Inside Presented by Debra Askanase Digital Engagement Strategist Community Organizer 2.0
    2. 2. About Debra Askanase
    3. 3. Today’s conversation http://www.flickr.com/photos/gnuf/330034702/in/photostream/ 3 Staff (time) Budgeting Social media policy Culture
    4. 4. It’s what’s inside that makes a great chef 4
    5. 5. Staff support http://www.flickr.com/photos/elanaspantry/3811903195/in/photostream/ 5 FTEs, time and roles
    6. 6. Success factor: dedicated staff 2012 Nonprofit Social Networking Benchmark Report 6
    7. 7. No social presence: lack of staff and budget 72012 Nonprofit Social Networking Benchmark Report
    8. 8. Staff time allocation to social presence 82012 Nonprofit Social Networking Benchmark Report
    9. 9. Business survey: weekly time commitment 9http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/
    10. 10. Staffing social media 102012 Nonprofit Social Networking Benchmark Report
    11. 11. 112012 Nonprofit Social Networking Benchmark Report
    12. 12. Social media channels used, dependent on hours available for social http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/ 12
    13. 13. What department makes sense? 132012 Nonprofit Social Networking Benchmark Report
    14. 14. It’s not what it’s called, it’s your approach 142012 Nonprofit Social Networking Benchmark Report
    15. 15. How do they all connect? http://www.flickr.com/photos/santos/2252824606/in/photostream/ 15
    16. 16. If this is the framework, how do you make it work for you? Community Executive staff DevelopmentPrograms 16
    17. 17. Budgeting for success http://www.flickr.com/photos/ladymixy-uk/4189535985/in/photostream/ 17 Budget trends, outsourcing, minimum viable success
    18. 18. Social media budgeting “The number of respondents allocating some budget (>$0) grew from 47% (2010) to 52% (2011) to 54% (2012) over 3 years.” 182012 Nonprofit Social Networking Benchmark Report Overall budget 2009 2010 2011 2012 None: 56% <$25K: 33% None: 53% <25K: 36% None: 48% <$25K: 44% None: 46% <$25K: 34%
    19. 19. Amount budgeted for maintaining a community social presence 192012 Nonprofit Social Networking Benchmark Report
    20. 20. Amount budgeted to maintaining in-house social networks 202012 Nonprofit Social Networking Benchmark Report
    21. 21. Items to budget for: choose your list of ingredients http://www.flickr.com/photos/25084516@N03/4302226855/in/photostream/ 21 Staff Consultants Software Cloud services Hardware Online campaigns Promotion Graphic design Video editing
    22. 22. Typically outsourced marketing services http://www.socialmediaexaminer.com/social-media-marketing-industry-report- 2012/ 22
    23. 23. A “minimum viable” social media presence Minimum Prepping for success Success strategy Personnel .25 time .5 time 1+ FTE Video $500/year $1,500/year $2,500+/year Social media monitoring $0 $300/month $500 - $1,000/month Strategy In-house - $0 Consultant develops strategy, $2,000+ Plan + ongoing support $5,000+ Facebook services Free services plus one customization $300 - $500 $500 - $1,000/year (customization, short campaign) $1,500 - $2,000/year Paid social media online services (Flickr Pro, backup) No paid services $500/year $1,000+/year Graphics support DIY or purchase/training for graphics $200/year Mix of graphic designer and paid service $300-$850/yr $850 - $5,000/year 23
    24. 24. Social media policy http://www.flickr.com/photos/southernjaywalker/4587416258/ 24
    25. 25. http://www.edf.org/about/social-media-guidelines-edf-employees 25 Social media policies: thoughtfully guiding interaction & communications
    26. 26. http://www.scribd.com/AmericanRedCross 26 American Red Cross family of guidelines and policies
    27. 27. Informing staff’s personal use of social media http://www.scribd.com/doc/97831071/Personal-Social-Engagement- Guidelines-2-0 27
    28. 28. Handbook for field units http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field- units 28
    29. 29. 29 http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field- units Handbook for field units
    30. 30. 30 http://www.slideshare.net/wharman/social-media-handbook-for-red-cross- field-units Handbook for field units
    31. 31. FAQs for the social engagement team http://www.scribd.com/doc/88776038/Social-Engagement-Team-FAQ 31
    32. 32. http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from- the-of 32 It’s only important when it needs to be
    33. 33. Reputation management responsiveness http://pinterest.com/kanter/komen-can-kiss-my-mammagram/ 33
    34. 34. What one blogger can set off http://embodiedtorah.wordpress.com/2012/07/18/why-my-blind-son-is- returning-from-camp-ramah-in-canada-a-month-early/ 34
    35. 35. Response procedures in place http://www.dansoschin.com/wp-content/uploads/2012/02/Generic-Social-Media- Assessment.jpg 35
    36. 36. “Minimum viable” response preparation and procedures • Monitor the interwebs • Rapid internal communications system in place • Authorization to respond • Understanding social media culture by channel • Response: public (important) & private • Active social media channels in use for responding: respond where it starts, & where the conversation is taking place • Response time: < 24 hours ideally • Is your organization able to solve the problem or appease? 36
    37. 37. Getting started http://www.idealware.org/smpolicy 37
    38. 38. Facebook discussion group https://www.facebook.com/groups/socialmediapolicy 38
    39. 39. Social media policies and guidelines: resources for you 39 • http://www.idealware.org/smpolicy (workbook) • http://darimonline.org/smpw (workbook for Jewish orgs) • http://pinterest.com/askdebra/social-media-policies/ (Pinterest board of resources and sample policies) • http://www.slideshare.net/SMinOrgs/social-media-policies- and-more-checklist-guidance (checklist and guidance) • http://socialmediatoday.com/ralphpaglia/141903/social- media-employee-policy-examples-over-100-companies-and- organizations (compilation of >100 policy examples)
    40. 40. Staff culture: key ingredients http://www.flickr.com/photos/bupia/2498925008/in/photostream/ 40
    41. 41. Collaborative culture http://www.flickr.com/photos/ngi197w/5939812007/in/photostream/ 41
    42. 42. Social is shared work: no silos! http://www.flickr.com/photos/ngi197w/5940536872/in/photostream/ 42
    43. 43. Trust 1/30/2015 http://www.flickr.com/photos/ngi197w/5938472497/in/photostream/ 43
    44. 44. Willingness to experiment (and possibly “fail”) http://www.flickr.com/photos/ngi197w/5938474679/in/photostream/ 44
    45. 45. Wrapping up: Do you have everything in place to accomplish what you want? 45 Enough dedicated staff time Staffing structure Realistic budget Responsive procedures Social media policies Culturally ready to soar
    46. 46. I’m always available to answer follow-up questions! Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977
    47. 47. Social media staffing, culture, and policies Bringing Social Inside Presented by Debra Askanase Engagement Strategist Community Organizer 2.0 *theme courtesy © showeet.com
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