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 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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  • Did you find this presentation helpful and would like to see more of our sessions? Feel free to register for any of our upcoming NonprofitWebinars sessions here: http://nonprofitwebinars.com/webinars/

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

  1. 1. Bringing “Social” Inside: Social Media Staffing, Culture, and Policies Debra Askanase November 7, 2012A Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. www.mission.doA Service Of: Sponsored by:
  4. 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. 5. Bringing Social InsideSocial media staffing, culture, and policies Presented by Debra Askanase Digital Engagement Strategist Community Organizer 2.0
  6. 6. About Debra Askanase
  7. 7. Today’s conversation Staff (time) Budgeting Social media policy Culture http://www.flickr.com/photos/gnuf/330034702/in/photostream/ 7
  8. 8. It’s what’s inside that makes a great chef 8
  9. 9. Staff supportFTEs, time and roles http://www.flickr.com/photos/elanaspantry/3811903195/in/photostream/ 9
  10. 10. Success factor: dedicated staff 2012 Nonprofit Social Networking Benchmark Report 10
  11. 11. No social presence:lack of staff and budget 2012 Nonprofit Social Networking Benchmark Report 11
  12. 12. Staff time allocation to social presence 2012 Nonprofit Social Networking Benchmark Report 12
  13. 13. Business survey:weekly time commitment http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/ 13
  14. 14. Staffing social media 2012 Nonprofit Social Networking Benchmark Report 14
  15. 15. 2012 Nonprofit Social Networking Benchmark Report 15
  16. 16. Social media channels used,dependent on hours available for social http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/ 16
  17. 17. What department makes sense? 2012 Nonprofit Social Networking Benchmark Report 17
  18. 18. It’s not what it’s called, it’s your approach 2012 Nonprofit Social Networking Benchmark Report 18
  19. 19. How do they all connect? http://www.flickr.com/photos/santos/2252824606/in/photostream/ 19
  20. 20. If this is the framework,how do you make it work for you? Executive staff Community Programs Development Your footer here 20
  21. 21. Budgeting for successBudget trends, outsourcing, minimum viable success http://www.flickr.com/photos/ladymixy-uk/4189535985/in/photostream/ 21
  22. 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. 23. Amount budgeted for maintaining acommunity social presence 2012 Nonprofit Social Networking Benchmark Report 23
  24. 24. Amount budgeted to maintainingin-house social networks 2012 Nonprofit Social Networking Benchmark Report 24
  25. 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. 26. Typically outsourced marketing services http://www.socialmediaexaminer.com/social-media-marketing-industry-report- 26 2012/
  27. 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. 28. Social media policy http://www.flickr.com/photos/southernjaywalker/4587416258/ 28
  29. 29. Social media policies: thoughtfullyguiding interaction & communications http://www.edf.org/about/social-media-guidelines-edf-employees 29
  30. 30. American Red Cross family of guidelinesand policies http://www.scribd.com/AmericanRedCross 30
  31. 31. Informing staff’s personal use of socialmedia http://www.scribd.com/doc/97831071/Personal-Social-Engagement- 31 Guidelines-2-0
  32. 32. Handbook for field units http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field- 32 units
  33. 33. Handbook for field units http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field- 33 units
  34. 34. Handbook for field units http://www.slideshare.net/wharman/social-media-handbook-for-red-cross- 34 field-units
  35. 35. FAQs for the social engagement team http://www.scribd.com/doc/88776038/Social-Engagement-Team-FAQ 35
  36. 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. 37. Reputation management responsiveness http://pinterest.com/kanter/komen-can-kiss-my-mammagram/ 37
  38. 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. 39. Response procedures in place http://www.dansoschin.com/wp-content/uploads/2012/02/Generic-Social-Media- 39 Assessment.jpg
  40. 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. 41. Getting started http://www.idealware.org/smpolicy 41
  42. 42. Facebook discussion group https://www.facebook.com/groups/socialmediapolicy 42
  43. 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. 44. Staff culture: key ingredients http://www.flickr.com/photos/bupia/2498925008/in/photostream/ 44
  45. 45. Collaborative culture http://www.flickr.com/photos/ngi197w/5939812007/in/photostream/ 45
  46. 46. Social is shared work: no silos! http://www.flickr.com/photos/ngi197w/5940536872/in/photostream/ 46
  47. 47. Trust11/7/2012 http://www.flickr.com/photos/ngi197w/5938472497/in/photostream/ 47
  48. 48. Willingness to experiment(and possibly “fail”) http://www.flickr.com/photos/ngi197w/5938474679/in/photostream/ 48
  49. 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. 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. 51. Bringing Social InsideSocial media staffing, culture, and policies Presented by Debra Askanase Engagement Strategist Community Organizer 2.0 *theme courtesy © showeet.com
  52. 52. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by:

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