Bringing “Social” Inside: Social Media Staffing, Culture, and Policies

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Are you ready to be a social organization? Nonprofits that excel in social media communication and engagement are also fully social organizations, and understand that internal social media capacity …

Are you ready to be a social organization? Nonprofits that excel in social media communication and engagement are also fully social organizations, and understand that internal social media capacity affects external activities. In this webinar, we’ll look at the four internal assets needed to fully optimize social media as an organization: social media staffing structure, an internal social culture, becoming a networked nonprofit, and a social media policy.

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  • 1. Bringing “Social” Inside: Social Media Staffing, Culture, and Policies Debra Askanase November 7, 2012A Service Of: Sponsored by:
  • 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  • 3. www.mission.doA Service Of: Sponsored by:
  • 4. Today’s Speaker Debra Askanase Founder and Engagement Strategist Community Organizer 2.0Assisting with chat questions: Hosting:Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  • 5. Bringing Social InsideSocial media staffing, culture, and policies Presented by Debra Askanase Digital Engagement Strategist Community Organizer 2.0
  • 6. About Debra Askanase
  • 7. Today’s conversation Staff (time) Budgeting Social media policy Culture http://www.flickr.com/photos/gnuf/330034702/in/photostream/ 7
  • 8. It’s what’s inside that makes a great chef 8
  • 9. Staff supportFTEs, time and roles http://www.flickr.com/photos/elanaspantry/3811903195/in/photostream/ 9
  • 10. Success factor: dedicated staff 2012 Nonprofit Social Networking Benchmark Report 10
  • 11. No social presence:lack of staff and budget 2012 Nonprofit Social Networking Benchmark Report 11
  • 12. Staff time allocation to social presence 2012 Nonprofit Social Networking Benchmark Report 12
  • 13. Business survey:weekly time commitment http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/ 13
  • 14. Staffing social media 2012 Nonprofit Social Networking Benchmark Report 14
  • 15. 2012 Nonprofit Social Networking Benchmark Report 15
  • 16. Social media channels used,dependent on hours available for social http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/ 16
  • 17. What department makes sense? 2012 Nonprofit Social Networking Benchmark Report 17
  • 18. It’s not what it’s called, it’s your approach 2012 Nonprofit Social Networking Benchmark Report 18
  • 19. How do they all connect? http://www.flickr.com/photos/santos/2252824606/in/photostream/ 19
  • 20. If this is the framework,how do you make it work for you? Executive staff Community Programs Development Your footer here 20
  • 21. Budgeting for successBudget trends, outsourcing, minimum viable success http://www.flickr.com/photos/ladymixy-uk/4189535985/in/photostream/ 21
  • 22. Social media budgeting“The number of respondents allocating some budget (>$0)grew from 47% (2010) to 52% (2011) to 54% (2012) over 3years.” Overall 2009 2010 2011 2012 budget None: 56% None: 53% None: 48% None: 46% <$25K: 33% <25K: 36% <$25K: 44% <$25K: 34% 2012 Nonprofit Social Networking Benchmark Report 22
  • 23. Amount budgeted for maintaining acommunity social presence 2012 Nonprofit Social Networking Benchmark Report 23
  • 24. Amount budgeted to maintainingin-house social networks 2012 Nonprofit Social Networking Benchmark Report 24
  • 25. Items to budget for:choose your list of ingredientsStaffConsultantsSoftwareCloud servicesHardwareOnline campaignsPromotionGraphic designVideo editing http://www.flickr.com/photos/25084516@N03/4302226855/in/photostream/ 25
  • 26. Typically outsourced marketing services http://www.socialmediaexaminer.com/social-media-marketing-industry-report- 26 2012/
  • 27. A “minimum viable” social media presence Minimum Prepping for Success strategy successPersonnel .25 time .5 time 1+ FTEVideo $500/year $1,500/year $2,500+/yearSocial media monitoring $0 $300/month $500 - $1,000/monthStrategy In-house - $0 Consultant develops Plan + ongoing support strategy, $2,000+ $5,000+Facebook services Free services plus $500 - $1,000/year $1,500 - $2,000/year one customization (customization, short $300 - $500 campaign)Paid social media online No paid services $500/year $1,000+/yearservices (Flickr Pro,backup)Graphics support DIY or Mix of graphic $850 - $5,000/year purchase/training for designer and paid graphics service $300-$850/yr $200/year 27
  • 28. Social media policy http://www.flickr.com/photos/southernjaywalker/4587416258/ 28
  • 29. Social media policies: thoughtfullyguiding interaction & communications http://www.edf.org/about/social-media-guidelines-edf-employees 29
  • 30. American Red Cross family of guidelinesand policies http://www.scribd.com/AmericanRedCross 30
  • 31. Informing staff’s personal use of socialmedia http://www.scribd.com/doc/97831071/Personal-Social-Engagement- 31 Guidelines-2-0
  • 32. Handbook for field units http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field- 32 units
  • 33. Handbook for field units http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field- 33 units
  • 34. Handbook for field units http://www.slideshare.net/wharman/social-media-handbook-for-red-cross- 34 field-units
  • 35. FAQs for the social engagement team http://www.scribd.com/doc/88776038/Social-Engagement-Team-FAQ 35
  • 36. It’s only important when it needs to be http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from- 36 the-of
  • 37. Reputation management responsiveness http://pinterest.com/kanter/komen-can-kiss-my-mammagram/ 37
  • 38. What one blogger can set off http://embodiedtorah.wordpress.com/2012/07/18/why-my-blind-son-is- 38 returning-from-camp-ramah-in-canada-a-month-early/
  • 39. Response procedures in place http://www.dansoschin.com/wp-content/uploads/2012/02/Generic-Social-Media- 39 Assessment.jpg
  • 40. “Minimum viable” response preparationand procedures• Monitor the interwebs• Rapid internal communications system in place• Authorization to respond• Understanding social media culture by channel• Response: public (important) & private• Active social media channels in use for responding: respond where it starts, & where the conversation is taking place• Response time: < 24 hours ideally• Is your organization able to solve the problem or appease? 40
  • 41. Getting started http://www.idealware.org/smpolicy 41
  • 42. Facebook discussion group https://www.facebook.com/groups/socialmediapolicy 42
  • 43. Social media policies and guidelines:resources for you• http://www.idealware.org/smpolicy (workbook)• http://darimonline.org/smpw (workbook for Jewish orgs)• http://pinterest.com/askdebra/social-media-policies/ (Pinterest board of resources and sample policies)• http://www.slideshare.net/SMinOrgs/social-media- policies-and-more-checklist-guidance (checklist and guidance)• http://socialmediatoday.com/ralphpaglia/141903/social- media-employee-policy-examples-over-100-companies- and-organizations (compilation of >100 policy examples) 43
  • 44. Staff culture: key ingredients http://www.flickr.com/photos/bupia/2498925008/in/photostream/ 44
  • 45. Collaborative culture http://www.flickr.com/photos/ngi197w/5939812007/in/photostream/ 45
  • 46. Social is shared work: no silos! http://www.flickr.com/photos/ngi197w/5940536872/in/photostream/ 46
  • 47. Trust11/7/2012 http://www.flickr.com/photos/ngi197w/5938472497/in/photostream/ 47
  • 48. Willingness to experiment(and possibly “fail”) http://www.flickr.com/photos/ngi197w/5938474679/in/photostream/ 48
  • 49. Wrapping up: Do you have everything inplace to accomplish what you want? Enough dedicated staff time Staffing structure Realistic budget Responsive procedures Social media policies Culturally ready to soar 49
  • 50. I’m always available to answer follow-upquestions! Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977
  • 51. Bringing Social InsideSocial media staffing, culture, and policies Presented by Debra Askanase Engagement Strategist Community Organizer 2.0 *theme courtesy © showeet.com
  • 52. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: