Social media policy family services ottawa

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Family Services Ottawa's Social Media Policy and slides about Social Media 101 (Twitter, Facebook, LinkedIn, others)

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Social media policy family services ottawa

  1. 1. Family Services à la Famille Ottawa Social Media June 23, 2011
  2. 2. Social Media at FSFO Intent of social media Social media are meant to “engage” and be a two-way conversation Same level of risk as sending out a news release, but goes directly to individuals Generally used for sharing info/promoting/creating communities of interest/raising profile Purpose at FSFO Enhance services provision Building community Knowledge transfer Social action/advocacy Agency and programs/services promotion
  3. 3. Social media principles http://www.youtube.com/watch?v=8iQLkt5CG8I
  4. 4. FSFO Social Media Policy Policy developed to guide the use/introduction of FSFO social media channels Also guides the use of and contribution to external social media channels by FSFO staff Employees are accountable for the content they post on social media sites (FSFO and others) Executive Director – sole authority to determine which programs/services use social media channels, staff members responsible and allocated resources Purpose, resources, responsibilities and expectations to be established in writing prior to introduction of new FSFO social media channels Client and staff confidentiality must be protected at all times
  5. 5. FSFO Social Media Policy (cont’d) All content on social media sites must be relevant to the agency, its programs and services Names, passwords, account info managed by FSO’s technology coordinator Profiles will link back to FSFO and be consistent with the brand (e.g., @Tim_FSFO) Approved staff will identify themselves as employees of FSFO Images of individuals (stills and video) will be used with appropriate written permissions Profiles should include disclaimers noting that views expressed do not necessarily represent those of the agency (e.g., “my views are my own”)
  6. 6. FSFO Social Media Policy (cont’d) Channels will avoid endorsements, advertisements, sponsorship (does not apply to Facebook “likes”; Retweets – to be discussed later) FSFO reserves the right to delete submissions that contain content that is not consistent with the agency (vulgar, personal attacks, offensive comments) Escalation for problems/concerns – first to program area supervisor, if necessary supervisor to Executive Director Rules of engagement
  7. 7. Personal use of social media All employees can participate in social media, using own computers, on own time Never post or create anything that would be potentially embarrassing or offensive for FSFO Those easily seen to represent FSFO are expected to consider that relationship and take precautions to ensure activities reflect positively on the agency. Policy violations will be subject to disciplinary action, up to and including termination for cause
  8. 8. Social media 101
  9. 9. 101 Used to share knowledge/info, promote programs Short statements, including hyperlinks to more information Not applicable to all audiences
  10. 10. 101
  11. 11. 101 Getting started:  Set up personal account, photo/logo, profile  Follow the right people/orgs to get the best, most relevant information (e.g., politicians, researchers, clients, peers) [Tip, look at who your influencers are following and then follow some of those people]  Find a tool you like (iGoogle, Hootsuite, Tweetdeck) to help you manage Twitter  Set up searches/mentions  Lurk - get to know the lingo, see what people are posting/sharing  Retweet a few things  Reply to someone Remember:  Profile should include a disclaimer “My tweets are my own.”  Once a tweet is out there, anyone can share it; you can delete it, but it will remain on the feed  People will use Twitter to communicate with you; it needs to be monitored; responses are public unless you do a Direct Message (great way to disseminate clarifications quickly; dangerous for privacy)
  12. 12. 101 Used to share information, promote programs/events/activities, engage your communities, gather feedback and insights from clients/stakeholders Can create events, ask for donations, ask questions and create polls, start discussions, send links to FSFO website, “like” other organizations When you post info, it shows up in all your fans’ news streams (their home page on Facebook). If a “fan” likes you, all their friends get a notification Remember:  When you update your status, everyone sees it  If you post photos, everyone sees them (need permissions)  If you comment on someone’s comment, everyone who has commented sees your comment  People will use Facebook to communicate with you; it needs to be monitored and comments need to be acknowledged, if applicable  If you “like” an organization, it shows up on your profile; only “like” official partners
  13. 13. 101
  14. 14. Blogs 101 Writing a blog  Can be written by various people – different voices, but make sure to identify the writer; use an informal tone  Great way to share opinions (thought leadership); provide additional information on a program/event; comment on current affairs, studies, policy; engage your readers and ask for feedback on ideas/policies/potential programs  Use photos/videos, link to other blogs/studies/websites – make it visually interesting  Remember: keep the language neutral; refer to the Guidelines Responding to comments on your blogs  Make sure to keep track of comments and to engage with your readers (respond)  Example: http://www.child-psych.org/2011/05/breastfeeding-versus-formula- feeding-and-the-rate-of-early-childhood-obesity.html  Negative comments are okay (remember Rules of Engagement); clarify erroneous information; add links to additional info if necessary; delete posts that do not respect Guidelines (link to Guidelines from your blog to help you justify) Commenting on other people’s blogs  Great way to build your own profile and thought leadership  Remember to respect the Guidelines when commenting
  15. 15. Social bookmarking sites 101 Bookmark websites, articles, stories, pictures, videos Share them publically by sending out a URL to your bookmarking page People can sign up for updates whenever you add a new link Tag articles/links based on the content (e.g., children, adoption, etc.) Add a link to your home page, Facebook page, email signature Value for your stakeholders, clients, colleagues
  16. 16. Social bookmarking sites 101 http://www.delicious.com/Aroundtherainbow
  17. 17.  Used to post video (have your videos hosted on YouTube rather than your website) Very shareable/easy for people to find Create your own channels e.g., FSFO Channel Embed the video on your Facebook page; link to a video from Twitter People can “like” or share your videos Keep in mind the Guidelines Examples of uses for video/animation:  capture/share events  share news stories about FSFO  create promotional or instructional videos (hope for viral)  PR campaigns  public service announcements
  18. 18.  If Facebook is the bar, then LinkedIn is the office… Professional network – think of it as your professional association Used to connect with peers and colleagues Your profile is your CV Post updates/include your Twitter feed/share links and information Get value from belonging to groups and sharing information/asking questions Value on a personal basis or for networking with or meeting new professionals in your sector
  19. 19. Tools of the trade
  20. 20. iGoogle
  21. 21. www.fusecommunications.ca

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