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: 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
  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?
  23. 23. A social media policy is not a guaranteeagainst mistakes
  24. 24. A staticdocumentthat nevergetsreviewed
  25. 25. A staff management tool
  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
  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
  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
  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!
  89. 89. A very special thanks to our Sponsor!The PricewaterhouseCoopers Canada Foundation (PwC)