Why You Need a Social Media Policy
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Why You Need a Social Media Policy

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Presentation by Lisa C. Burns, CFRE and Dave Tinker, CFRE at the 2012 AFP International Conference in Vancouver, BC on April 3, 2012

Presentation by Lisa C. Burns, CFRE and Dave Tinker, CFRE at the 2012 AFP International Conference in Vancouver, BC on April 3, 2012

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Why You Need a Social Media Policy Why You Need a Social Media Policy Presentation Transcript

  • Why You Need a Social Media Policy How Social Media Impacts Your FundraisingLisa Chmiola Burns, CFRE Dave Tinker, CFREUniversity of Houston ACHIEVACollege of Technology @davethecfre@lisacburns
  • “Unless someone like you cares a whole awful lot, Nothing is going to get better. Its not.”
  • What We’ll Go Over• Define Social Media & Social Networking• How Social Media Impacts Your Group• What is a Social Media Policy• What a Social Media Policy Looks Like• Train and implement• Online Resources
  • Definition• What is Social Media? o A group of applications that allow for user generated content• What is Social Networking? o Placing individuals into specific groups connected by a common interest
  • The Price Is Right!• Guess the correct social media statistic• The contestant who is the closest without going over wins!
  • The Price Is Right!• What percent of all time spent online is spent on social media sites?• 22%• 650 million people connect via mobile device• Social networking sites reach 1.2 billion people = 82% of people online• 1 in 5 minutes online is spent on social networking sites Sources: comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal
  • The Price Is Right!• Facebook has how many million active users?• 850• 1 in 7 minutes of all time spent online is on Facebook• Average user connected to 80 groups, events and community pages• 250 million photos uploaded daily Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal
  • The Price Is Right!• How many million Tweets are sent per day?• 340• Twitter has 300 million users worldwide; • 140 million active• 340 million Tweets = 18 million pages of text Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal
  • “It (Ushahidi) is only 10% of the solution. The other 90% is up to the people and organisations using the platform.” Ory Okollon, founder of Ushahidi (nonprofit providing software for information collection)
  • More or Less!• Listen to the social media impact statistic• Guess whether the correct answer is more or less!
  • More or Less!• Of 136 countries surveyed, 100 reported Facebook as the leading social network (most users)• MORE: 127 countriesSources: Alexa & Google Trends for Web SitesDecember 2011, via VincosBlog
  • More or Less!• Europe has the most Facebook users, with 250 million• LESS: Europe has 223 million, followed by North America with 219 million and Asia with 202 millionSources: Alexa & Google Trends for Web SitesDecember 2011, via VincosBlog
  • “We’re still in the process of picking ourselves up off thefloor after witnessing firsthand the fact that a 16-year-oldYouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage has over 5 months.” Michael J. Fox
  • Impact• Philanthropy & Social Media (Institute of Philanthropy) o “It Gets Better” LGBT awareness campaign raised more than $100k from more than 2,500 grassroots contributors o This is in addition to more than 10k videos uploaded and viewed more than 35 million times• Network for Good Giving Index Q32011 o Social giving up 55% year-over-year o Average social donation up 26% to $52• Blackbaud 2010 Online Giving Report o $32 million in SMS (text) donations to the Red Cross for Haitian earthquake relief o Twestival (Twitter Festival) has raised nearly $1.2 million since 2009 for 137 nonprofits
  • Why You Need One• Use by employees, volunteers, consultants, and people you serve• Impact on marketing and brand, fundraising, and awareness• NPOs of all sizes need a policy• Avoid Claims
  • What is a Social Media Policy?• What it is: o It sets expectations and boundaries o Operational guidelines for people who o use social media in their job• What it is not: o Static
  • Components of Social Media Policy• Define social media• Identify that you have concerns and interests• Tell people what to avoid• Remind people to protect privacy• State how it’s related to other agency policies• Logos, photos, videos• ‘Friending’ clients, co-workers• How to engage others
  • Social Media Policy Examples• Government of Nova Scotia (http://is.gd/r670Pn) o "Use common sense" -- reminds employees posting online is like talking with a reporter; asks employees to identify themselves as such when posting in official capacities; emphasis on professionalism and respecting confidential information.• Daimler AG (http://is.gd/UAdqbB) o Provides tips for using social media, highlighting two-way conversation and separation of opinion from fact.
  • Social Media Policy Examples (contd)• Government of Catalonia (http://is.gd/c9AhVH) o Details usage by medium (e.g. blog, Facebook, Twitter) o "It must be kept in mind that all Internet activity is recorded indefinitely, and is accessible to any user.”• International Federation of Red Cross (http://is.gd/2hDkue) o "Dont say anything online that you wouldnt be comfortable seeing quoted on CNN, being asked about by your mother or having to justify to your boss."
  • Social Media Policy Examples (contd)• Nordstrom (http://is.gd/zXzO02) o Encourages employees to be respectful, transparent and humble. o Gives guidelines for what to do if mistakes are made (correct it, report major issues to supervisor).
  • Don’t Have One?• Can lead to o Leaks o Badmouthing o Someone else speaking on your behalf• Fear Not…It’s Not Too Late
  • Social Media Policy Guidelines• In 2010 AFP International crafted guidelines for members of o AFP o ASAE o NTEN and o The DMA, Nonprofit Federation• Results were released in late 2010 o http://is.gd/yGv43r
  • Policies at Your Organization• There are ways to protect your organization before and after a situation arises o Before:  Employee Handbook  Internet Usage Policy  Employee Communication Policy  Social Media Policy o After:  Insurance Coverage (General Liability, Professional Liability, Directors & Officers, Employment Practices, Internet Liability)  Damage Control
  • Handbooks And Training• Employee Handbooks can include policies and procedures for Internet Usage, Employee Communication and Online Social Media.• They can be tailored specifically for your organizations operations and exposures and can also include volunteers.• Training is equally important!
  • Online Tools to Help You• AFP Social Media Guidelines- http://is.gd/yGv43r• Beth Kanter’s list – http://is.gd/tSujQv• Social Media Policy Samples - http://socialmediagovernance.com/policies.php
  • Let’s Create our Own Policy• PolicyTool - http://socialmedia.policytool.net/
  • What We Discussed• Define Social Media & Social Networking• How Social Media Impacts Your Organization• What is a Social Media Policy• What a Social Media Policy Looks Like• Online Resources
  • Questions?
  • Feel Free to Contact Us!Lisa Chmiola Burns, CFRE Dave Tinker, CFREDirector of Development Vice President of DevelopmentUniversity of Houston ACHIEVACollege of Technology 711 Bingham Street300 Technology Building Pittsburgh, PA 15203Houston, Texas 77204-4021 (412) 995-5000(713) 743-4886 dtinker@achieva.infolcburns@uh.edu @davethecfre@lisacburns