Setting the Boundaries:  Developing Social MediaPolicies for Your Organization
CanadaHelps.orgWhat is CanadaHelps? A public charitable foundation that provides accessible and affordable online technolo...
PricewaterhouseCoopers LLP   3
About PwCPwC provides industry focused assurance, advisory and tax servicesfor public, private and government clients in f...
PwC Canada Foundation  PwC established a charitable Foundation in 2004.                             Its mission is to help...
PwC community impactsThe total number of volunteer hours donated by PwC employeesduring work hours over the past seven yea...
How PwC looks at the work of our sector                             Thought Leadership Publication:                       ...
Who Are You?
What are weso afraid of?
“Engaging in social media requires a shift in the way companies view themselves and their relationships with [stakeholders...
Everyone has a megaphone
GETTING STARTED
Don’tstart witha desiretoCONTROL
Start with a                                                        desire to use•                                        ...
Do you need a social media policy?Zappos: Be real and use your bestjudgment.
Benefits of a social media policy•   Setting expectations•   Educating staff and volunteers•   Protecting your brand•   Av...
Before you begin:Review existing policies
Before you begin:Develop your social media plan
Before you begin:Clarify roles & responsibilities
Before youbegin:Identify therisks for yourorganization
What are the biggestrisks for yourorganization?
WHAT A SOCIAL MEDIA   POLICY IS NOT
A social media policy is not a guaranteeagainst mistakes
A staticdocumentthat nevergetsreviewed
A staff management tool
WHAT A GOOD SOCIAL  MEDIA POLICY IS
An opportunity to educate and createdialogue with staff.
A balance between RULES andGUIDELINES for success.
A chance toreview yoursocial mediastrategy.
YOUR POLICY
Elements of a Successful Social Media Policy• Clarity  – Avoid legalese  – Use bullet points• Light, Casual Tone  – Avoid ...
Anatomy of a Social Media Policy1. What the policy covers2. How your organization uses   social media3. Link social media ...
Preamble• Explain:  – Who the policy applies to  – What types of sites and/or social media tools are    covered  – When an...
These are the official guidelines for socialmedia use on behalf of Social Fish. If you’rea Social Fish employee, intern or...
How yourorganizationuses socialmedia•   Marketing and publicity•   Fundraising, donor engagement    and retention•   Conne...
As a company, we encourage communicationamong our employees, customers, partners andothers – and [social media tools] can ...
Link social media toyour values and culture
The vision of the Coca-Cola Company to achievesustainable growth online and offline is guided bycertain shared values that...
• Alternately, develop a set of social media  “guiding principles” If you participate in social media, please follow these...
THE HEARTOF YOURPOLICY
RESPONSIBILITY• Indicate that people  are responsible for  what they post
You are responsible for your actions. Anything youpost that can potentially tarnish the company’simage will ultimately be ...
The “Anonymous”    Supporter
TRANSPARENCY• Be clear about  who you really  are
Don’t be a mole. Never pretend to be someone elseand post about DePaul. Tracking tools enablesupposedly anonymous posts to...
• Let your  unique  personality  shine through       PERSONALITY
Identification on Social Media Tools• How should your employees, volunteers, consultants  identify themselves on social me...
Transparency of Origin.Dell requires that employees and other companyrepresentatives disclose their employment with Dell(e...
QUESTIONS TO CONSIDER:• How do we show personality?• How should employees represent  their affiliation with our  organizat...
The Not-So-Savvy    Marketer
COPYRIGHT• Your policy should  direct people to  respect copyrights,  trademarks and  other proprietary  marks
Respect copyrights. You must recognize and respectothers’ intellectual property rights, includingcopyrights. While certain...
It’s a conversation  • Coach social    media users    to listen as    much or    more than    they    promote
Us          You     Them
QUESTIONS TO CONSIDER:• Who needs to understand  copyrights?• How do we balance promotion  and conversation?
The Eager Newbie
PROPRIETARY INFORMATION• Your policy should explicitly state that no private,  confidential or proprietary information can...
PERSONAL INFORMATION• Include a reference to your privacy policy and a  reminder that it applies to social media
Protection of Confidential and ProprietaryInformation. Dell employees and other companyrepresentatives must maintain the c...
Don’t Tell Secrets. It’s perfectly acceptable to talkabout your work and have a dialogue with thecommunity, but it’s not o...
QUESTIONS TO CONSIDER:• What confidential and proprietary  information do we need to make  sure people aren’t posting?• Ho...
The Passionate  Defender
RESPECT• Clearly state expectations around respect:  – Don’t get into fights  – Disagree in a calm, logical manner  – Corr...
Examples  Avoid personal attacks, online fights, and hostile  personalities.  Build a reputation of trust among your peers...
EXERCISE GOOD JUDGEMENT• Accuracy of information• Don’t offer advice• Think about connections
Be Respectful.Anything you post in your role as a Vanderbiltemployee reflects on the institution. Beprofessional and respe...
QUESTIONS TO CONSIDER:• Which people at your organization  need to hear about your policy?
The Social Media Addict
PRODUCTIVITY• Include a  statement about  the need to ensure  that all of your  employee’s work is  getting done
Don’t forget your day job. You should make surethat your online activities do not interfere with yourjob and commitments t...
Adding value• Write about what  you know• Don’t spam• Post when you  have something  meaningful to  share
MEASURE RESULTSTrack theeffectiveness ofyour socialmedia presence
The Activist
PERSONAL USE  OF SOCIAL   MEDIA• Remind employees  that their personal  posts could impact  your organization’s  reputation
A common practice among individuals who writeabout the industry in which they work is to includea disclaimer on their site...
HANDLING MISTAKESCreate specific guidelines about how you want people tohandle their mistakes:• Respond quickly, apologize...
CRISIS COMMUNICATIONS
TERMS OF USE• Create a separate  policy or Terms of  Use document for  social media sites  that you run and/or  moderate
• Terms of Use:  – Statement of purpose for the community  – Community rules around respect  – Moderation and deletion of ...
•What stands out for you?•What are the most important sections for your organization’s policy?
TIPS & REMINDERS
Involve social media users• Invite the people in your organization who use social  media to comment on and contribute to y...
Teach the policy • Don’t expect the   document alone to   work
Leave room for personality• Social networks are about personal connections –  don’t undermine that
Don’t reinvent the wheel• Review other policies and borrow liberally• Good policies to look at: IBM, Oracle, Dell, Intel a...
Review the Policy Regularly                              • Things change                                quickly online!
Let Go!• You can’t always be  in control
Questions        THANK YOU! kirstin@canadahelps.org       @CanadaHelpswww.mycharityconnects.org
A very special thanks to our Sponsor!The PricewaterhouseCoopers Canada Foundation (PwC)    www.slideshare.com/mycharitycon...
MyCharityConnects Edmonton & Calgary - Social Media Policies
MyCharityConnects Edmonton & Calgary - Social Media Policies
MyCharityConnects Edmonton & Calgary - Social Media Policies
MyCharityConnects Edmonton & Calgary - Social Media Policies
MyCharityConnects Edmonton & Calgary - Social Media Policies
MyCharityConnects Edmonton & Calgary - Social Media Policies
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MyCharityConnects Edmonton & Calgary - Social Media Policies

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Presentation from Kirstin’s workshops in Edmonton (December 8, 2011) and Calgary (December 9, 2011).

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MyCharityConnects Edmonton & Calgary - Social Media Policies

  1. 1. Setting the Boundaries: Developing Social MediaPolicies for Your Organization
  2. 2. CanadaHelps.orgWhat is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities.For Charities A cost-effective means of raising funds online.For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities.
  3. 3. PricewaterhouseCoopers LLP 3
  4. 4. About PwCPwC provides industry focused assurance, advisory and tax servicesfor public, private and government clients in four areas: • Corporate Accountability • Risk management • Structuring and mergers and acquisitions • Performance and process improvementPart of a global network of firms – 154,000 people in 153 countriesPwC service areas include our multi-disciplinary Not for Profit andSustainable Business Solutions PracticesPricewaterhouseCoopers LLP 4
  5. 5. PwC Canada Foundation PwC established a charitable Foundation in 2004. Its mission is to help build and empower community leadership by helping employees sharing their time, expertise and resources.PricewaterhouseCoopers LLP 5
  6. 6. PwC community impactsThe total number of volunteer hours donated by PwC employeesduring work hours over the past seven years. 90,000PricewaterhouseCoopers LLP 6
  7. 7. How PwC looks at the work of our sector Thought Leadership Publication: Capacity Building: Investing in not-for-profit effectiveness Read more about the initiative: www.pwc.com/ca/capacitybuilding Twitter: @CSRjames James Temple Director, Corporate Responsibility, PwCPricewaterhouseCoopers LLP
  8. 8. Who Are You?
  9. 9. What are weso afraid of?
  10. 10. “Engaging in social media requires a shift in the way companies view themselves and their relationships with [stakeholders].”• Social Fish & Croydon Consulting Social Media, Risk and Policies for Associations
  11. 11. Everyone has a megaphone
  12. 12. GETTING STARTED
  13. 13. Don’tstart witha desiretoCONTROL
  14. 14. Start with a desire to use• the tools Your starting point should be to maximize the potential of social media for your organization. effectively
  15. 15. Do you need a social media policy?Zappos: Be real and use your bestjudgment.
  16. 16. Benefits of a social media policy• Setting expectations• Educating staff and volunteers• Protecting your brand• Avoiding legal liability• Clarifying the reasons you use social media
  17. 17. Before you begin:Review existing policies
  18. 18. Before you begin:Develop your social media plan
  19. 19. Before you begin:Clarify roles & responsibilities
  20. 20. Before youbegin:Identify therisks for yourorganization
  21. 21. What are the biggestrisks for yourorganization?
  22. 22. WHAT A SOCIAL MEDIA POLICY IS NOT
  23. 23. A social media policy is not a guaranteeagainst mistakes
  24. 24. A staticdocumentthat nevergetsreviewed
  25. 25. A staff management tool
  26. 26. WHAT A GOOD SOCIAL MEDIA POLICY IS
  27. 27. An opportunity to educate and createdialogue with staff.
  28. 28. A balance between RULES andGUIDELINES for success.
  29. 29. A chance toreview yoursocial mediastrategy.
  30. 30. YOUR POLICY
  31. 31. Elements of a Successful Social Media Policy• Clarity – Avoid legalese – Use bullet points• Light, Casual Tone – Avoid punitive language – Focus on the DOs, not the DON’Ts• Practical – Keep it short and easy to implement – Should be intuitive to follow (i.e. people shouldn’t have to find the policy before posting, or they won’t use it)
  32. 32. Anatomy of a Social Media Policy1. What the policy covers2. How your organization uses social media3. Link social media to your values and culture4. Elements of the policy5. Consequences & discipline6. Who to contact with questions and concerns
  33. 33. Preamble• Explain: – Who the policy applies to – What types of sites and/or social media tools are covered – When and how updates will be communicated
  34. 34. These are the official guidelines for socialmedia use on behalf of Social Fish. If you’rea Social Fish employee, intern or contractorcreating or contributing to any kind of socialmedia… these guidelines are for you.- Social Fish social media guidelines
  35. 35. How yourorganizationuses socialmedia• Marketing and publicity• Fundraising, donor engagement and retention• Connecting with others around your cause• Building relationship and online community• Collaboration and collective action• Sharing expertise on our issues• Movement building and social change
  36. 36. As a company, we encourage communicationamong our employees, customers, partners andothers – and [social media tools] can be great waysto stimulate conversation and discussion.- Oracle Social Media Participation Policy
  37. 37. Link social media toyour values and culture
  38. 38. The vision of the Coca-Cola Company to achievesustainable growth online and offline is guided bycertain shared values that we live by as anorganization and as individuals: Leadership, Collaboration, Integrity, Accountability, Passion, Diversity, Quality- The Coca-Cola Company Online Social Media Principles
  39. 39. • Alternately, develop a set of social media “guiding principles” If you participate in social media, please follow these guiding principles: - Stick to your area of expertise - Post meaningful, respectful comments - Always pause before posting - Respect proprietary information and content - When disagreeing with others’ opinions, keep it appropriate and polite - Know and follow the Intel Code of Conduct and the Intel Privacy Policy - Intel Social Media Guidelines
  40. 40. THE HEARTOF YOURPOLICY
  41. 41. RESPONSIBILITY• Indicate that people are responsible for what they post
  42. 42. You are responsible for your actions. Anything youpost that can potentially tarnish the company’simage will ultimately be your responsibility. We doencourage you to participate in the online socialmedia space, but urge you to do so properly,exercising sound judgment and common sense.- Coca-Cola’s Online Social Media Principles
  43. 43. The “Anonymous” Supporter
  44. 44. TRANSPARENCY• Be clear about who you really are
  45. 45. Don’t be a mole. Never pretend to be someone elseand post about DePaul. Tracking tools enablesupposedly anonymous posts to be tracked back totheir authors. There have been several high-profileand embarrassing cases of company executivesanonymously posting about their ownorganizations.- DePaul University Social Media Guidelines
  46. 46. • Let your unique personality shine through PERSONALITY
  47. 47. Identification on Social Media Tools• How should your employees, volunteers, consultants identify themselves on social media tools? • CanadaHelps • Kirstin Beardsley – with a mention about where I work • Kirstin@CanadaHelps
  48. 48. Transparency of Origin.Dell requires that employees and other companyrepresentatives disclose their employment with Dell(e.g. Richard@Dell) in all communications withcustomers, the media or other Dell stakeholderswhen speaking on behalf of Dell.- Dell’s Online Policies
  49. 49. QUESTIONS TO CONSIDER:• How do we show personality?• How should employees represent their affiliation with our organization?
  50. 50. The Not-So-Savvy Marketer
  51. 51. COPYRIGHT• Your policy should direct people to respect copyrights, trademarks and other proprietary marks
  52. 52. Respect copyrights. You must recognize and respectothers’ intellectual property rights, includingcopyrights. While certain limited use of third-partymaterials (ex. quotes that you will comment on)may not always require approval from the copyrightowner, it is still advisable to get the owner’spermission whenever you use third-party material.Never use more than a short excerpt from someoneelse’s work, and make sure to credit and, if possible,link to the original source.- Oracle Social Media Participation Policy
  53. 53. It’s a conversation • Coach social media users to listen as much or more than they promote
  54. 54. Us You Them
  55. 55. QUESTIONS TO CONSIDER:• Who needs to understand copyrights?• How do we balance promotion and conversation?
  56. 56. The Eager Newbie
  57. 57. PROPRIETARY INFORMATION• Your policy should explicitly state that no private, confidential or proprietary information can be shared
  58. 58. PERSONAL INFORMATION• Include a reference to your privacy policy and a reminder that it applies to social media
  59. 59. Protection of Confidential and ProprietaryInformation. Dell employees and other companyrepresentatives must maintain the confidentiality ofinformation considered Dell company confidential,including company data, customer data, partnerand/or supplier data, personal employee data, andany information not generally available to thepublic.- Dell’s Online Policies
  60. 60. Don’t Tell Secrets. It’s perfectly acceptable to talkabout your work and have a dialogue with thecommunity, but it’s not okay to publish confidentialinformation. Confidential information includesthings such as unpublished details about software,details of current projects, future product shipdates, financial information, research and tradesecrets.- Sample Nonprofit social media policy @www.nonprofitmarketingguide.com
  61. 61. QUESTIONS TO CONSIDER:• What confidential and proprietary information do we need to make sure people aren’t posting?• How do we handle privacy online?
  62. 62. The Passionate Defender
  63. 63. RESPECT• Clearly state expectations around respect: – Don’t get into fights – Disagree in a calm, logical manner – Correct factual errors in a polite way – Don’t respond to angry, disrespectful people – Don’t escalate a disagreement
  64. 64. Examples Avoid personal attacks, online fights, and hostile personalities. Build a reputation of trust among your peers, clients, media and the public. - Edelman Online Behavior Policies and Procedures
  65. 65. EXERCISE GOOD JUDGEMENT• Accuracy of information• Don’t offer advice• Think about connections
  66. 66. Be Respectful.Anything you post in your role as a Vanderbiltemployee reflects on the institution. Beprofessional and respectful at all times on socialmedia sites. Do not engage in arguments orextensive debates with naysayers on your site.- Vanderbilt University Social Media Handbook
  67. 67. QUESTIONS TO CONSIDER:• Which people at your organization need to hear about your policy?
  68. 68. The Social Media Addict
  69. 69. PRODUCTIVITY• Include a statement about the need to ensure that all of your employee’s work is getting done
  70. 70. Don’t forget your day job. You should make surethat your online activities do not interfere with yourjob and commitments to customers.- IBM Social Computing Guidelines
  71. 71. Adding value• Write about what you know• Don’t spam• Post when you have something meaningful to share
  72. 72. MEASURE RESULTSTrack theeffectiveness ofyour socialmedia presence
  73. 73. The Activist
  74. 74. PERSONAL USE OF SOCIAL MEDIA• Remind employees that their personal posts could impact your organization’s reputation
  75. 75. A common practice among individuals who writeabout the industry in which they work is to includea disclaimer on their site, usually on their “AboutMe” page… We suggest you include a sentencesimilar to: “The views expressed on this [blog, Website] are mine alone and do not necessarily reflectthe views of DePaul University.- DePaul University Personal Site Guidelines
  76. 76. HANDLING MISTAKESCreate specific guidelines about how you want people tohandle their mistakes:• Respond quickly, apologize, be real
  77. 77. CRISIS COMMUNICATIONS
  78. 78. TERMS OF USE• Create a separate policy or Terms of Use document for social media sites that you run and/or moderate
  79. 79. • Terms of Use: – Statement of purpose for the community – Community rules around respect – Moderation and deletion of comments – Privacy statement – How you will use the posts (i.e. marketing material, fundraising etc…) – Prohibited posts
  80. 80. •What stands out for you?•What are the most important sections for your organization’s policy?
  81. 81. TIPS & REMINDERS
  82. 82. Involve social media users• Invite the people in your organization who use social media to comment on and contribute to your policy
  83. 83. Teach the policy • Don’t expect the document alone to work
  84. 84. Leave room for personality• Social networks are about personal connections – don’t undermine that
  85. 85. Don’t reinvent the wheel• Review other policies and borrow liberally• Good policies to look at: IBM, Oracle, Dell, Intel and Coca-Cola
  86. 86. Review the Policy Regularly • Things change quickly online!
  87. 87. Let Go!• You can’t always be in control
  88. 88. Questions THANK YOU! kirstin@canadahelps.org @CanadaHelpswww.mycharityconnects.org
  89. 89. A very special thanks to our Sponsor!The PricewaterhouseCoopers Canada Foundation (PwC) www.slideshare.com/mycharityconnects kirstin@canadahelps.org
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