Maturing Your Organization's Social Culture... by Creating a Policy?

Maturing Your Organizations SocialCulture ... by Creating a Policy?#12NTCsmpol Lisa Colton, Darim Online Andrea Berry, Idealware

Agenda• Why a Social Media Policy• Process and Product• 5 Key Attributes and Examples• How Will the Process Help You and Your Organization?• Q&A and Discussion Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 1

Obstacles to Social Media Maturity Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 2

Fear Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 3

Allocation of Resources Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 4

Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 5

Get Everyone On The Same Page Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 6

PROCESScan be even more valuable than PRODUCTFor a successful process,who needs to be involved? Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 7

Start With Your Values Based on your mission or brand, define a set of terms that can help steer your brand Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 8

Determine Your Social Media ValuesFrom these values, create guidelines to use when posting… What does this mean for your presence in the Value social media world? We will focus on listening to what others are saying in our community and make a priority to Responsiveness respond in a quick and informative manner. We will not take a stance on political issues in Impartiality our posts nor offer recommendations that are not grounded in facts. Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 9

Value Proposition:Charles & Lynn Schusterman Family FoundationValues:• Network Weaving• Openness Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 10

Social Media Roles Who will do what in the social media process? Main Coordinator Primary Listener/Moderator Expected to Post Allowed to Post Content Contributor These jobs may differ between channels Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 11

Who Will Do What? Executive Director Director of Program Director Development OnlineMarketing Program Program Program CommunicationManager Manager Manager Manager s Manager Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 12

What Should You Say?Make you posts related toyour values:• What is totally within bounds?• When is it okay to post outside of your guidelines? Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 13

What Should You NOT Say?What requires approval to post?What is taboo? Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 14

What to Post?Charles & Lynn Schusterman Family FoundationThey ask themselves,does my post: • Share Foundation expertise • Expose grantee work to a broader audience • Expose grantees to broader ideasDoes it touch on sensitiveadvocacy issues? Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 15

Monitoring Policy What are you listening for? There is a trade off between time spent and results… Results Time Spent Monitoring Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 16

How Much Will You Monitor? Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 17

Responding To Negative ThingsShould you limit or moderate discussion within your community? Will hurtful comments damage your community? Where might people say these things instead? Will it let you show how responsive you are? Consider the actual damage that will be done Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 18

Guidelines For Your Community Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 19

Responding to Positive (and Neutral) ThingsWhen do you respond?Who should respond?What do you say?What are the implications?How is this connected toyour brand? Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 20

Would You Respond? Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 21

Define a Plan Define a set of operating procedures as to when you should respond. Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 22

Privacy Issues What are your potential privacy issues? • HIPAA? • Safety or Protection? • Sensitive Services? Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 23

Posting and Privacy IssuesWhat can you post?What can you only post withpermission from those included?What can you never post? Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 24

What Should You Keep Private? Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 25

How Will You Deal With Permission?Permission Issues:• Using Names• Tagging Constituents• People in Photos or VideosImages of children are verytricky…Signed permission forms thatexplicitly state how images canbe used can be very helpful. Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 26

Copyright vs. Creative Commons Copyright Creative CommonsA) Copyright: People B) Creative Commons: People can useshould ask us permission or our content under certain circumstancesbefore reposting any of ourcontent • Attribution: If they repost, they should credit us for the content with a link back to our site • Derivates: Anyone can modify our content as they like and repost it, without needing permission • Commercial Use: Someone can use our content to sell something, without needing permission Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 27

AttributionHow will you identify the source?How much is attribution valued? Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 28

Understanding Rules (and Courtesy) Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 29

Personal vs. Professional: Posting What is NOT okay to post in each circumstance? • Posting as the organization on organizational account • Posting as individual on organizational account • Posting as an individual on individual account Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 30

Personal vs. Professional: RelationshipsCan staff befriend board members, volunteers, clients? Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 31

The Effects of Drawing a Hard Line Teachers cannot friend parents (past or present) on Facebook. There was required “de-friending” of existing connections. Benefit: • Protection against privacy issues Loss: • Connection to current community • Connection to alumni community • Ability to mentor families and respond to issues informally Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 32

Personal vs. Professional: OwnershipBe clear about who owns content and accounts… Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 33

Who’s The Owner?Who owns the content?Who owns the account? Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 34

Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 35

Q&A andDISCUSSIONMaturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 36

Social Media Policy WorkbookMaturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 37

Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!or Online using #12ntcsmpol at www.nten.org/ntc/eval

Maturing Your Organization's Social Culture... by Creating a Policy?

by NTEN on Apr 20, 2012

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Maturing Your Organization’s Social Culture... by Creating a Policy? Presentation Transcript

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