MyCharityConnects London - Social Media Policy [2010-11-09]

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Don’t have a social media policy? So essentially, anyone in the organization can say and do whatever they want? It’s time for some guidelines!

While social media is about free and open conversations online, your organization still needs to have some thoughts to paper on how to manage the online sphere. How do you distinguish between personal and professional personas online? What things are appropriate and what isn’t? What about privacy concerns? Join this session to learn more about what your organization can do to make social media work for you.

Attendees Will Walk Away With:
• Knowledge of the types of social media issues requiring policies
• Templates on writing your own social media policy for your organization
• Tips on implementing the policies effectively

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MyCharityConnects London - Social Media Policy [2010-11-09]

  1. 1. Setting the Boundaries: Developing Social Media Policies for Your Organization Sponsored by
  2. 2. CanadaHelps.org What 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. Today’s Presenter Kirstin Beardsley Communications and Marketing Manager CanadaHelps
  4. 4. Who Are You?
  5. 5. What are we so afraid of?
  6. 6. “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
  7. 7. Everyone has a megaphone
  8. 8. •What are your biggest fears?
  9. 9. GETTING STARTED
  10. 10. Don’t start with a desire to CONTROL
  11. 11. • Your starting point should be to maximize the potential of social media for your organization. Start with a desire to use the tools effectively
  12. 12. Do you need a social media policy? • Zappos: Be real and use your best judgment.
  13. 13. 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
  14. 14. Review existing policies
  15. 15. Develop your social media strategy
  16. 16. Clarify roles & responsibilities
  17. 17. Identify the risks
  18. 18. •What are the biggest risks for your organization?
  19. 19. WHAT A SOCIAL MEDIA POLICY IS NOT
  20. 20. 100% Guaranteed A social media policy is not a guarantee against mistakes
  21. 21. A static document that never gets reviewed
  22. 22. A staff management tool
  23. 23. WHAT A GOOD SOCIAL MEDIA POLICY IS
  24. 24. An opportunity to educate and create dialogue with staff.
  25. 25. A chance to review your social media strategy.
  26. 26. A balance between RULES and GUIDELINES for success.
  27. 27. •What are you hoping a social media policy will accomplish within your organization?
  28. 28. GETTING STARTED
  29. 29. 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)
  30. 30. Anatomy of a Social Media Policy • What the policy covers • How your organization uses social media • Link social media to your values and culture • Elements of the policy • Consequences & discipline • Who to contact with questions and concerns
  31. 31. 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
  32. 32. These are the official guidelines for social media use on behalf of Social Fish. If you’re a Social Fish employee, intern or contractor creating or contributing to any kind of social media… these guidelines are for you. - Social Fish social media guidelines
  33. 33. How your organization uses social media • 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
  34. 34. As a company, we encourage communication among our employees, customers, partners and others – and [social media tools] can be great ways to stimulate conversation and discussion. - Oracle Social Media Participation Policy
  35. 35. Link social media to your values and culture
  36. 36. The vision of the Coca-Cola Company to achieve sustainable growth online and offline is guided by certain shared values that we live by as an organization and as individuals: Leadership, Collaboration, Integrity, Accountability, Passion, Diversity, Quality - The Coca-Cola Company Online Social Media Principles
  37. 37. • 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
  38. 38. THE HEART OF YOUR POLICY
  39. 39. Responsibility • Clearly indicate that people are responsible for what they post
  40. 40. You are responsible for your actions. Anything you post that can potentially tarnish the company’s image will ultimately be your responsibility. We do encourage you to participate in the online social media space, but urge you to do so properly, exercising sound judgment and common sense. - Coca-Cola’s Online Social Media Principles
  41. 41. The “Anonymous” Supporter
  42. 42. Transparency • Be clear about who you really are
  43. 43. 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
  44. 44. Don’t be a mole. Never pretend to be someone else and post about DePaul. Tracking tools enable supposedly anonymous posts to be tracked back to their authors. There have been several high-profile and embarrassing cases of company executives anonymously posting about their own organizations. - DePaul University Social Media Guidelines
  45. 45. Transparency of Origin. Dell requires that employees and other company representatives disclose their employment with Dell (e.g. Richard@Dell) in all communications with customers, the media or other Dell stakeholders when speaking on behalf of Dell. - Dell’s Online Policies
  46. 46. The Not-So-Savvy Marketer
  47. 47. Copyright • Your policy should explicitly direct people to respect copyrights, trademarks and other proprietary marks
  48. 48. Respect copyrights. You must recognize and respect others’ intellectual property rights, including copyrights. While certain limited use of third-party materials (ex. quotes that you will comment on) may not always require approval from the copyright owner, it is still advisable to get the owner’s permission whenever you use third-party material. Never use more than a short excerpt from someone else’s work, and make sure to credit and, if possible, link to the original source. - Oracle Social Media Participation Policy
  49. 49. The Eager Newbie
  50. 50. Disclosing Proprietary Information • Your policy should explicitly state that no private, confidential or proprietary information can be shared
  51. 51. Sharing Personal Information • Include a reference to your privacy policy and a reminder that it applies to social media
  52. 52. Protection of Confidential and Proprietary Information. Dell employees and other company representatives must maintain the confidentiality of information considered Dell company confidential, including company data, customer data, partner and/or supplier data, personal employee data, and any information not generally available to the public. - Dell’s Online Policies
  53. 53. Don’t Tell Secrets. It’s perfectly acceptable to talk about your work and have a dialogue with the community, but it’s not okay to publish confidential information. Confidential information includes things such as unpublished details about software, details of current projects, future product ship dates, financial information, research and trade secrets. - Sample Nonprofit social media policy @ www.nonprofitmarketingguide.com
  54. 54. The Passionate Defender
  55. 55. 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
  56. 56. Exercise good judgement
  57. 57. 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 Examples
  58. 58. Be Respectful. Anything you post in your role as a Vanderbilt employee reflects on the institution. Be professional and respectful at all times on social media sites. Do not engage in arguments or extensive debates with naysayers on your site. - Vanderbilt University Social Media Handbook
  59. 59. The Social Media Addict
  60. 60. Productivity • Include a brief statement about the need to ensure that all of your employee’s work is getting done
  61. 61. Don’t forget your day job. You should make sure that your online activities do not interfere with your job and commitments to customers. - IBM Social Computing Guidelines
  62. 62. Adding value • People should be making a contribution to online communities and bringing value
  63. 63. The Activist
  64. 64. Personal Use of Social Media • Remind employees that their personal posts could impact your organization’s reputation
  65. 65. A common practice among individuals who write about the industry in which they work is to include a disclaimer on their site, usually on their “About Me” page… We suggest you include a sentence similar to: “The views expressed on this [blog, Web site] are mine alone and do not necessarily reflect the views of DePaul University. - DePaul University Personal Site Guidelines
  66. 66. Handling Mistakes • Specific guidelines about how you want people to handle their mistakes, such as:
  67. 67. Terms of Use • Create a separate policy or Terms of Use document for social media sites that you run and/or moderate
  68. 68. • 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:
  69. 69. Consequences and Discipline • Details about how your organization intends to handle violations of your social media policy
  70. 70. The frustrated expert
  71. 71. •What stands out for you? •What are the most important sections for your organization’s policy?
  72. 72. •What’s missing for you?
  73. 73. TIPS & REMINDERS
  74. 74. Involve social media users • Invite the people in your organization who use social media to comment on and contribute to your policy
  75. 75. Teach the policy • Don’t expect the document alone to work
  76. 76. Leave room for personality • Social networks are about personal connections – don’t undermine that
  77. 77. Don’t reinvent the wheel • Review other policies and borrow liberally
  78. 78. Review the Policy Regularly • Things change quickly online!
  79. 79. Let Go! • You can’t always be in control
  80. 80. Questions THANK YOU! kirstin@canadahelps.org @CanadaHelps www.mycharityconnects.org
  81. 81. Thank you for attending! Slides will be up on: www.slideshare.com/mycharityconnects Check out www.mycharityconnects.org for more resources! Questions, feedback, comments? Email us at: amyh@canadahelps.org Thank you

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