What Are Your Goals?What does this policy mean for your organization?
Where Do You Fall On The Spectrum?Tactical: Spelleverything out!Vision: Strategy doc to helpothers make decisions!Legal: lawyerslead the chargeInformal: informalguidelines for staffFor key personnel only Everyone will read and understand
Start With Your ValuesBased on your mission or brand,define a set of terms that can help steer your brand
Determine Your Social Media ValuesFrom these values, create guidelines to use when posting…ValueResponsivenessImpartialityWhat does this mean for your presence inthe social media world?We will focus on listening to what othersare saying in our community and make apriority to respond in a quick andinformative manner.We will not take a stance on political issuesin our posts nor offer recommendationsthat are not grounded in facts.
What are your values?Now, what followsfor your policy?Brain Work:
What Should You Say?Make you posts related to yourvalues:• What is totally within bounds?• When is it okay to postoutside of your guidelines?
What Should You NOT Say?What requires approval to post?What is taboo?
Monitoring PolicyWhat are you listening for?There is a trade off between time spent and results…If someone tells you, ‘Ilabored but didn’t get results’,don’t believe him.‘I did not labor, but gotresults”, don’t believe him.“I labored and I got results”,only then believe him.Talmud, Megillah 6b
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?
Responding To Negative ThingsConsider the actual damage that will be doneShould you limit or moderate discussion within your community?Will hurtful commentsdamage your community?Where might people saythese things instead?Will it let you show howresponsive you are?
Privacy IssuesWhat are your potentialprivacy issues?• HIPAA?• Safety orProtection?• Sensitive Services?
Personal vs. Professional: OwnershipBe clear about who owns content and accounts…
Personal vs. Professional: PostingWhat is NOT okay to post ineach circumstance?• Posting as the organizationon organizational account• Posting as individual onorganizational account• Posting as an individual onindividual account
Personal vs. Professional:RelationshipsCan staff befriend:• Board Members• Volunteers• Coworkers• Parents• Teachers• Case Workers• Children
Case Study: The REACH SchoolAction:Teachers were using Facebookto directly communicate withfamilies outside of school hours.Fear:Special education has becomea highly litigious field. Is there apotential liability issue from theFacebook interactions?What would you do?
Social Media RolesWho will do what in thesocial media process?Main CoordinatorPrimary Listener/ModeratorExpected to PostAllowed to PostContent ContributorThese jobs may differbetween channels