Developing a Social MediaPolicy for a Community Health Centre… Preamble No ve mb e r 5 , 2 01 0
What is Social Media?• Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web-based technologies to turn communication into interactive dialogues. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content."[
Facebook, eh?• 16 million Canadians spend no less than one hour a day on Facebook• In the 34 – 44 age group, 67% are parents, 58% use it more than email and 56% use it more than cell phones• Of 18 – 24 year olds, 82% use it more than email and 49% use it more than cell phones
November 3, 2010 London Free Press• Canada has the heaviest Facebook profile penetration in the world• Facebook users are making connections with public entities three times faster than they are with traditional friends.• Research group Nielsen found that Facebook users are 68% more likely to remember seeing an advertisement if it’s shared by a friend. They were 100% more likely to remember the message in the advertisement and 300% more likely to purchase the product.• “Facebook is effective word of mouth marketing. And for the very first time you can do it to scale,”• Starbucks for instance has roughly 2.7 million hits on its corporate website per month whereas its corporate Facebook page gets 16.3 million hits per month.
A Short Video: Did You Know?http://www.youtube.com/watch?v=6ILQrUrEWe8
Why? “Banning access is not a policy,it’s a pipe dream.”
Why?• Many people still have difficulty understanding the full depth and breadth of London InterCommunity Health Centre’s programs / services / mandate.
Why?• More people will encounter us online than in person and our websites and social media presence will play an increasingly strong role in influencing perceptions of our “brand.”• (We get about 1300+ unique visitors to our website each month)
Why?• Participation in online communities can promote better communication with our colleagues, partners, funders, the general public, traditional and non- traditional media and other community stakeholders.• If we are truly an adaptive organization that is externally focused, we must adopt solutions that help us communicate effectively and efficiently.
What Does our Policy Need to Include?• We need a social media policy that is informative and provides pragmatic participation guidelines.• Internal component: guidelines for employees participating in online communities hosted by our agencies or other agencies• External component: guidelines for individuals posting to our platform• Basic do’s and don’ts… our code of ethics online
Sample Content• Clear guidelines about what employees may and may not say• Branding information• Rules of engagement• Transparency
End Result• A reference document that supports employees in their use of social media and which helps them to communicate our key messages effectively.