MyCharityConnects Edmonton & Calgary - Social Media Policies
Setting the Boundaries: Developing Social MediaPolicies for Your Organization
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.
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
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
PwC community impactsThe total number of volunteer hours donated by PwC employeesduring work hours over the past seven years. 90,000PricewaterhouseCoopers LLP 6
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
“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
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)
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
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
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
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
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
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
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 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
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 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
• Let your unique personality shine through PERSONALITY
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
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
QUESTIONS TO CONSIDER:• How do we show personality?• How should employees represent their affiliation with our organization?
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 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
It’s a conversation • Coach social media users to listen as much or more than they promote
PROPRIETARY INFORMATION• Your policy should explicitly state that no private, confidential or proprietary information can be shared
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
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
QUESTIONS TO CONSIDER:• What confidential and proprietary information do we need to make sure people aren’t posting?• How do we handle privacy online?
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
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
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 respectful at all times on socialmedia sites. Do not engage in arguments orextensive debates with naysayers on your site.- Vanderbilt University Social Media Handbook
QUESTIONS TO CONSIDER:• Which people at your organization need to hear about your policy?
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, 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
HANDLING MISTAKESCreate specific guidelines about how you want people tohandle their mistakes:• Respond quickly, apologize, be real
•What stands out for you?•What are the most important sections for your organization’s policy?