Social Media Policy & Planning - NHWHEL Conference 4.9.2010

Aleuromedia KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Kelley-Sue LeBlanc www.aleuromedia.com Follow me on Twitter: @KSL Find me on LinkedIn: www.linkedin.com/in/ksleblanc Fan Aleuro on Facebook: www.facebook.com/aleuromedia KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Your Website KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Consider This KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

My Number One Search Tool KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Preparation KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Four P’s Plan Policy Privacy Participate KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

ABC’s Assess ...........research, question, evaluate Blueprint .......... define, plan, measure Cultivate ...........educate, participate, iterate KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Assess Your Audience and Organization KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Assess Your Audience and Organization Research Are they using social media now? Where do they spend their most time? Facebook, MySpace, Twitter, Gather, Eons? Do they use social media professionally as well as personally? What content do they want? KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Assess Your Audience and Organization Evaluate Research Does it make sense for you to enter Are they using social media now? into social media now? Where do they spend their most time? What value will you gain? What Facebook, MySpace, Twitter, Gather, value will they gain? Eons? Do they use social media Where should you ‘be?’ What are professionally as well as personally? your priorities? What content do they want? In addition to your own live content and archives etc., do you want to curate content as well? What about blogs? KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Blueprint - What are your goals? KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Blueprint - What are your goals? Organizational Goals Overall organizational goals come first. How are your educational and administrative goals different from your marketing & fundraising goals? Do you have HR, sustainability, or environmental goals that can be met through social media? What about Firewalls? KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Blueprint - What are your goals? Organizational Goals Marketing & Fundraising Goals Overall organizational goals come Enhancing the quality of the first. communications within your community. How are your educational and administrative goals different from Don’t necessarily jump into your marketing & fundraising fundraising first! goals? Do you have HR, sustainability, or What’s the best way for you to use environmental goals that can be met social media during an appeal? through social media? Reaching a wider audience. What about Firewalls? Demographics? Marketing-averse Alumni. KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Cultivate - How do you help your community thrive? KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Cultivate - How do you help your community thrive? Educate & Participate Continually educate yourself about what your community wants and how they want to participate. Educate your community (internal and external) about social media. Ask for your community’s help, and offer them help in return. If your community takes the time to participate, you must reciprocate. KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Cultivate - How do you help your community thrive? Educate & Participate Iterate Continually educate yourself about Don’t let perfect stand in the way of what your community wants and progress. how they want to participate. This process takes time. In all Educate your community (internal reality, it’s never ending. and external) about social media. Measure, measure, measure! Ask for your community’s help, and offer them help in return. Adapt your goals and plan as you If your community takes the time to learn and evolve. participate, you must reciprocate. KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Measure What? Do traditional web metrics apply? Yes. But there’s more! What are you really looking for out of your social media plan? The engagement equation. The influence equation. Jeremiah Owyang suggests, social media measurement is more like a “GPS, which tells you where you've been, where you are, and where you're going...more like business intelligence..” KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Measures Profits Enrollment Retention Search Metrics Engagement - measure the impact of interaction, how much, how often, and what is being shared Influence - identify your key influencers KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

When Planning, Ask Yourself... Does your institution manage and promote change well? Does your organizational culture support a social media strategy? How will your institution listen, act, and respond? What resources are available to implement your plan successfully? What is your budget? How will you measure success? KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Social Media Policy Rules of engagement. Manage risk. Provide a playbook. Make it public. KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Policies Address the Risks Scary Thoughts: You’ll lose control. Faculty, staff and students will not represent the school in the way you want. Alumni will complain. Employees/Students will waste time while at work. KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Playing by the Same Rules Ask yourself these questions when Will you allow your faculty and staff considering your social media policy: to have personal blogs? How will you handle negative Can employees identify themselves discussions from listeners, the in their social networks as a representative of your school? community, or employees? How will you handle how you ask How will you manage employee/ people to define themselves online? volunteer/listener interaction? For example - on Facebook you can list your political views. Will you ask Who or whom will respond on behalf all employees to refrain from doing of the organization or program? so? Just some? KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Confidentiality of Business Information ?)..(;(&(12.)@((+E&/-*85;&3,(&0)-*+(&)<&3,(8*&(12.)@1(53E&14@&,47(&400(++&3)&/)0-1(53+E&/434E&)*& )3,(*&85<)*1438)5&3,43&8+&0)5<8/(5384.&45/B)*&2*878.(;(/&<*)1&/8+0.)+-*(&>,(3,(*&)*&5)3&83&8+&.4=(.(/&)*& 8/(538<8(/&4+&F0)5<8/(5384.F&)*&G2*878.(;(/%H&IJ412.(+&850.-/(E&=-3&4*(&5)3&.8183(/&3)E&3,(&?)..(;(K+& Highlights of Relevant Social Media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olicies 85+8/(&3,(&)<<80(&45/&)-3+8/(&3,(&)<<80(%&& !"#$%&'()*+&$+*,-)'&!$('.+!(/&!&-&!$(/0+)$#1%!23&/+4&3*+#%$&*)&!$(+5$%+6$%7/+$5+'-&3$%/3!#8+'(,+ & #'&*(&/+4&3*+#%$&*)&!$(+5$%+!(9*(&!$(/8:+ O..&/)0-1(53+&*(0(87(/&=@&?)..(;(&(12.)@((+&<)*&=-+85(++&-+(&+,4..&*(1485&3,(&2*)2(*3@&)<&3,(& ?)..(;(%&&I12.)@((+&1-+3&*(3-*5&+-0,&/)0-1(53+&3)&3,(&?)..(;(&-2)5&3,(8*&+(24*438)5&<*)1& Copyright Policy (12.)@1(53%&& ;$#1%!23&+!/+&3*+%!23&+$5+'(+'-&3$%<+'%&!/&<+)$"#$/*%<+$%+$&3*%+)%*'&$%+$5+'+6$%7+$5+'-&3$%/3!#+&$+ Electronic Communications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he BBC not only allows, but )$#1%!23&*,+6$%7+5$%+#-%#$/*/+/-)3+'/+/)3$.'%/3!#+$%+)%!&!)!/":+>*(*%'..1<+&3$-23<+&3*+-('-&3$%!J*,+ & %*#%$,-)&!$(+$5+'+)$#1%!23&*,+6$%7+!/+)$#1%!23&+!(5%!(2*"*(&+'(,+"'1+/-=K*)&+&3*+!(5%!(2*%+&$+)!9!.+ N+(&)<&3,(&?)..(;(&0)12-3(*&5(3>)*P&8+&+-=M(03&3)&94*31)-3,K+&2).808(+&*(;4*/85;&0)12.8450(&>83,& encourages its reporters to have '(,+)%!"!('.+#*('.&!*/:+ .4>E&,4*4++1(53&45/&+4<(3@&)<&85/878/-4.+E&3,(&?)/(&)<&I3,804.&Q-+85(++&?)5/-03E&2*)2*8(34*@&45/& +0)53*403-4.&)=.8;438)5+E&45/&2*)3(038)5&)<&3,(&853(;*83@&)<&3,(&0)12-3(*&+@+3(1%&&",(&?)..(;(&14@& L(,*%+&3*+,$)&%!(*+$5+H6$%7+"',*+5$%+3!%*<I+$6(*%/3!#+$5+)$#1%!23&'=.*+6$%7/+)%*'&*,+=1+;$..*2*+ *(+3*803&3,(&-+(&)<&83+&0)12-3(*+&45/&5(3>)*P&+@+3(1+&!850.-/85;&3,(&*(1)74.&)<&2)+3(/&143(*84.+$&85& personal blogs, with guidance. http:// *"#.$1**/+'/+#'%&+$5+&3*!%+*"#.$1"*(&+2*(*%'..1+9*/&/+!(+&3*+;$..*2*:++4@3!/+,$)&%!(*+2*(*%'..1+,$*/+ *(+2)5+(&3)&(78/(50(&)<&78).438)5+&)<&3,(&?)..(;(&2).808(+&45/B)*&78).438)5+&)<&0,45;(+&3)&+343(&45/& www.bbc.co.uk/guidelines/editorialguidelines/advice/ ($&+'##.1+&$+)$#1%!23&'=.*+6$%7/+)%*'&*,+=1+5')-.&1:8+++ <(/(*4.&.4>+%&&N+(*+&)<&3,(&?)..(;(&(.(03*)580&148.&+@+3(1&4*(&(J2(03(/&3)&*(+2(03&3,(&2*8740@&)<& +)3,(*&-+(*+&45/&1-+3&5)3&85422*)2*843(.@&400(++&)*&/8+0.)+(&(D148.&)5&3,(&?)..(;(&+@+3(1%&R@+3(1+& personalweb/blogging.shtml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he Washington Post encourages Peer-to-Peer File Sharing T,8.(&3,(&2*850824.&-+(&)<&(.(03*)580&*(+)-*0(+&8+&<)*&=-+85(++&2-*2)+(+E&94*31)-3,&*(0);58U(+&3,(& http://blogs.law.harvard.edu/terms-of-use/ M*/#!&*+)$-%&+%-.!(2/+3$.,!(2+/-)3+')&!9!&1+!..*2'.<+/$"*+!(,!9!,-'./+)$(&!(-*+&$+*(2'2*+!(+/$S)'..*,+ 5((/&<)*&8508/(534.&2(*+)54.&-+(&)<&3,)+(&*(+)-*0(+E&0)5+8+3(53&>83,&*(.(7453&.4>E&*(;-.438)5+E&45/& its employees to ‘Notify senior #**%S&$S#**%+5!.*+/3'%!(2+$5+)$""*%)!'..1+)$#1%!23&*,+"-/!)<+"$9!*/<+'(,+/$5&6'%*:+@3*+.'6+'..$6/+ ?)..(;(&2).80@%&&& )$#1%!23&+$6(*%/+63$+3'9*+,*&*)&*,+!..*2'.+5!.*+/3'%!(2+$9*%+'+)'"#-/+(*&6$%7+&$+/-=#$*('+&3*+ & Welcome to Weblogs at Harvard Law! ('"*+$5+&3*+!(,!9!,-'.4/8+!(9$.9*,:+@3*+)$#1%!23&+$6(*%+"'1+&3*(+/-*+&3*+!(,!9!,-'.+5$%+-#+&$+ editors beforehand if you plan to TDUB<BBB+5$%+*')3+')&+$5+!(5%!(2*"*(&:+V!()*+FBBW<+&3*+%*)$%,!(2+'(,+"$9!*+!(,-/&%!*/+3'9*+5!.*,+ We don’t mean to turn you off from blogging by immediately inundating you with legalese, but we "$%*+&3'(+X<BBB+/-)3+.'6/-!&/<+!().-,!(2+3-(,%*,/+'2'!(/&+)$..*2*+/&-,*(&/+'(,+/&'55+"*"=*%/+ need to make clear our respective rights and responsibilities related to this service. So, the President Twitter or live-blog something ('&!$(6!,*:+++ Harvard College (“Harvard”) offer these blogging services (the “Services”) to you you’re covering.‘ and Fellows of +& VW subject to the terms and conditions of use (“Terms”) contained herein. By accessing, creating or http:// G(+',,!&!$(<+-('-&3$%!J*,+5!.*+/3'%!(2+9!$.'&*/+&3*+;$..*2*+;$#1%!23&+Q$.!)1+ contributing to any blogs hosted at http://blogs.law.harvard.edu/, and in consideration for the Services 43&&#0RR666:,'%&"$-&3:*,-R)$#1%!23&R!(,*C:3&".8+'(,+G(5$%"'&!$(+@*)3($.$21+Q$.!)1+ we provide to you, you agree to abide by these Terms. Please read them carefully before posting to or savethemedia.com/2009/05/14/more-on-newspapers-use- 43&&#0RR666:,'%&"$-&3:*,-R)$"#R'=$-&R#$.!)!*/R8+'(,+)'(+)'-/*+&3*+;$..*2*+&$+/-=K*)&+'(+*"#.$1**+ creating any blog. of-social-media/ &$+,!/)!#.!('%1+')&!$(+-#+&$+'(,+!().-,!(2+&*%"!('&!$(:++Y-%&3*%+!(5$%"'&!$(+'=$-&+#**%S&$S#**%+5!.*+ /3'%!(2+!/+'9'!.'=.*+'&+3&&#0RR666:,'%&"$-&3:*,-R)$#1%!23&R#**%F#**%R:+ Patent Policy @3*+;$..*2*+Q'&*(&+#$.!)1+2$9*%(/+&3*+,!/#$/!&!$(+$5+!(9*(&!$(/+)%*'&*,+=1+;$..*2*+*"#.$1**/+!(+&3*+ )$-%/*+$5+&3*!%+*"#.$1"*(&:+@3*+$=K*)&!9*+$5+&3*+#'&*(&+#$.!)1+!/+&$+5')!.!&'&*+&3*+!(9*(&!$(<+&%'(/5*%<+ '(,+'##.!)'&!$(+$5+(*6+&*)3($.$21+&3'&+#%$"!/*/+&$+=*(*5!&+&3*+2*(*%'.+#-=.!)+'(,<+'&+&3*+/'"*+&!"*<+ &$+#%$&*)&+&3*+!(&*%*/&/+$5+&3*+!(9*(&$%+'(,+&3*+;$..*2*:+ + KSLeBlanc @KSL www.aleuromedia.com Z3*(+'+;$..*2*+*"#.$1**+=*.!*9*/+&3'&+'+,!/)$9*%1+$%+!(9*(&!$(+&3'&+"!23&+=*+#'&*(&'=.*+3'/+ kelley@aleurosolutions.com

Transparency = Credibility Publishing your social media policy is as important as publishing your journalistic code of ethics. As we know, there is a heightening distrust of “the media” and “big business”. This equally prevalent in education administration. Transparency, authenticity, and the ability to connect with key people within the organization is critical. Trust goes both ways. KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Privacy - You’re In Control The line between personal and professional if blurring. Organizations are people - not a logo. You can set privacy settings in accord with your own personal social media policy. Be a good internet citizen. KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Participation Test innovate ways of engaging your community online. Topic of the day Surveys Photos Live Tweeting of events KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Goals Community Development - Social media is about people and their relationships with each other. A Social Network is a collection of people with a common interest or shared goal. KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Goals Thought Leadership - Social Media provides tools that enable even the smallest voice to reach a wide audience. Demonstrating knowledge of your domain can be achieved by dynamically linking your content to a collection of content you curate on behalf of your community or network. KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Goals Fundraising - Social Media is NOT another mailing list or a call sheet. It is NOT another donate now button. It can augment your fundraising efforts by enabling swift event driven actions and by weaving together the access and interaction of the communications and calls to action. KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Goals Service - Social Media platforms can enable your organization to provide enhanced services, education, and programming through digital content and dynamic networking. KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Landscape Blog roll edu org Program Blogs Program Blogs Writers Forum Visual Arts Forum PowerCampus Cvent Angel, BlackBoard KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

The Layers School Class of Class of Cause Page Alumni/Group Class of Alumni/Group Class of Alumni/Group Alumni/Group School Fan Page School Facebook Network MFA | MBA MFA | MBA MFA | MBA Program Group Program Group Program Group Program Program Program Fan Page Fan Page Fan Page student/faculty student/facult other profiles student/faculty student/facult other profiles Profile Page student/faculty Fan Page student/facult other profiles Profile Page student/faculty Fan Page student/facult other profiles Profile Page Fan Page other profiles Profile Page Fan Page other profiles other profiles KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Examples KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

snap shot from the web http://sites.google.com/site/wharman/social-media-strategy-handbook KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Social Media Marketing Fan Pages Advertising Event Promotion/Ticket Sales Recruitment KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Social Media Marketing Fan Pages Advertising Event Promotion/ Ticket Sales Recruitment KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Community Development Groups and Networking Conversation - Relationship Building Video and Audio Content Mentoring KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Thought Leadership Blogs, Micro Blogs Podcasts,Vlogs Curating Content Public Profiles KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Fundrai$ing Cause Marketing Event-driven calls to action Digital gaming Mobile Marketing KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Service Open/Closed Networks Online Webinars Discussion Groups Alerts KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Aleuromedia Kelley-Sue LeBlanc Sign up for classes or coaching here. www.aleuromedia.com http://aleurosolutions.com/wordpress/classes-and-events/social-media-online-classes/ Follow me on Twitter: @KSL Find me on LinkedIn: www.linkedin.com/in/ksleblanc Fan Aleuro on Facebook: www.facebook.com/aleuromedia KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Social Media Policy & Planning - NHWHEL Conference 4.9.2010

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Social Media Policy & Planning - NHWHEL Conference 4.9.2010 — Presentation Transcript

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