Establishing a Social Media ProgramMike McCready@MikeMcCreadymikemccready.ca
A huge thanks@bryanrhodes @jowyang @charleneli@usairforce
A social media program changes culture
What does it mean to be a social business?https://www.youtube.com/watch?v=SjX3160MEPQ
My story
Saw an institutional gapCreated Lethbridge College’s Office Facebook Page in March 2010.
Crafted my own job description
You need a social media evangelist/champion
Social media growth
Rogue social media
Herding cats???
Risks of no social media program
Risks of no social media programBranding Inconsistencies
Risks of no social media programLack of strategy/ineffectiveness
Risks of no social media programUnauthorized Access
Risks of no social media programInappropriate Responses
Risks of no social media programInappropriate Responses
Risks of no social media programInappropriate Responses
4 areas of a social media program
4 areas of a social media program1. Social Media Policy, Procedures, Guidelines2. A Training Program3. A Social Media Cent...
1. Craft a social media policy
1. Craft a social media policy“You are buildingrelationships that have notexisted before… in thesenew openrelationships, t...
1. Craft a social media policyFrom Lethbridge College – view full procedure here: http://bit.ly/15oAKDq
1. Craft a social media policyThis is posted on each institutional Facebook page at Lethbridge College.
2. Develop a training program
2. Develop a training program
2. Develop a training programOfficial Use• Created on-demand training• Staff could watch the recording from their deskat t...
2. Develop a training program
2. Develop a training program
2. Develop a training programGeneral Use/Increase Awareness• Developed lunch sessions on topics like Twitter 101,Facebook ...
3. Establish a Centre of Excellence
3. Establish a Centre of ExcellencePlanningMissionRolesPoliciesRoadmapResourcesBudgetPeopleEducationResearchProcessesMonit...
3. Establish a Centre of Excellence
Business case for a CoE• Consistent social experience• Improve efficiency• Foster accountability
3. Establish a Centre of ExcellenceSteps to get started:1. Identify a lead (social strategist)2. Obtain executive sponsors...
4. Choose a governance model
4. Choose a governance modelOne department managesall social media activities.A cross-functional team(CoE) sits in the hub...
4. Choose a governance model
Social media is social
Getting Campus Buy-In
Small Wins
Show The Numbers
Questions?Mike McCreadyManager, Marketing & Web DevelopmentNorQuest CollegeTwitter: @MikeMcCreadyBlog: mikemccreacy.ca
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Establishing a Social Media Program

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Social media has been adopted by many (if not all) higher education institutions, but is still in it’s infancy. Social media is more than tweeting and wall posts. Learn how to develop a sustainable social media program which includes crisis management, governance, training, strategy development and more. In addition, learn how to get buy-in from the social media naysayers on campus.

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  • Bryan Rhodes: work on social media training and Digital IQ Centre at IntelJeremiah Owyang: work on social media governance modelsCharlene Li: author of Open Leadership and focus on social media policyUS Air Force: development of social media triage chart
  • While a social media program may seem to be about policies, risk management and measurements. It’s more about culture. A social media program, when deployed effectively, can change the culture – allowing the organization to be more open and involving everyone. Or does the culture need to change first?
  • I want to tell my story, which is actually the story of the evolution of social media in higher education.Started at Lethbridge College in 2008 as the Web Services ManagerSaw a gap in institutional social media use
  • Start using YouTube, Facebook and Twitter on behalf of the College around 2010. At this time no structure in place.President saw an opportunity and a need and ask me to create a new position for myself as the Social Media Strategist to provide leadership in this area.
  • I had the opportunity to create my own position description and chart my course going forward. It had it’s challenges, but was extremely exciting.Can I take a poll how many of your institutions have a social media specialist?
  • Since that time, there have been over 20 new institutional Facebook pages, and a number of Twitter accounts created and the main FB page has grown to almost 5000 fans – that’s more than the annual full-time student count.The reality is that many of these social media accounts would have been created anyway. A social media program just provided some direction, clarity and helped ensure more success.
  • I’m sure we all know about rogue social media accounts. Whether it’s a blog, Facebook page, Twitter account, the risks are the same.
  • Social media will continue to grow and if it grows on your campuses without a formal social media program, trying to implement a program afterwards might feel like you’re herding cats.
  • Social media accounts are very easy to setup. But without educating those managing and providing the right direction through a social media program, they may use the tools incorrectly, resulting in unplanned results.
  • This
  • A policy is more than restricting, it should be about empowering and educating using the proper processes.Your policy and procedures will lay the ground work making it possible to developing a Centre of Excellence, governance model, etc.Some may think that they don’t need a social media policy because they have a student conduct policy, a communications policy, a non-disclosure policy, etc.Charlene Li thinks differently.
  • This policy and associated appendices were drafted with cross-functional representation from IT, HR, Risk Management, Student Services and Marketing.You should address how and what to be open about, processes for creating and managing social media accounts, etc.
  • In addition to developing social media policies, procedures and guidelines, you should develop posting and commenting guidelines that are linked off your social media networks. This helps manages expectations and provides justification if (when) you need to remove content.
  • The Digital IQ courses cover such areas as:Tweet Like You Mean It: The Right Way To Tweet Your BrandThe Importance of Brand Identity in Social MediaWOM (Word Of Mouth) The Anatomy of Buzz AND MORE
  • How many have received negative comments or comments that may be inappropriate on your social media accounts?
  • As part of our training program we educated staff on how to respond to negative comments. Can I poll how many of your institutions have received negative comments on your social accounts?This is the social media triage chart developed by the US Air Force.We used this as a guide to develop our own social media triage chart.
  • You need to have this developed and have your social media account administrators trained on it.
  • In addition to developing social media policies, procedures and guidelines, you should develop posting and commenting guidelines that are linked off your social media networks. This helps manages expectations and provides justification if (when) you need to remove content.
  • The CoE is lead by your social media champion
  • As I worked to establish the CoE, one of the biggest challenges was understanding and buy-in. I had a cross-departmental group who were willing to participate, but when it came to strategy, metrics, etc., they basically said “you’re the social media expert” For a CoE to be successful, it cannot be one person.
  • Many organizations, especially government and public bodies, choose to adopt a very prescriptive governance model. This is mostly because other factors like guidelines, training, culture are not in place – resulting in fear.
  • In addition to developing social media policies, procedures and guidelines, you should develop posting and commenting guidelines that are linked off your social media networks. This helps manages expectations and provides justification if (when) you need to remove content.
  • Just as the largest word in this word cloud shows, social media is about community. That includes your internal community.You need to have full participation from all areas on campus. They don’t all have to manage social accounts, but at a minimum need to be focused on social content.
  • Share example of YouTube how-tos.
  • Transcript of "Establishing a Social Media Program"

    1. 1. Establishing a Social Media ProgramMike McCready@MikeMcCreadymikemccready.ca
    2. 2. A huge thanks@bryanrhodes @jowyang @charleneli@usairforce
    3. 3. A social media program changes culture
    4. 4. What does it mean to be a social business?https://www.youtube.com/watch?v=SjX3160MEPQ
    5. 5. My story
    6. 6. Saw an institutional gapCreated Lethbridge College’s Office Facebook Page in March 2010.
    7. 7. Crafted my own job description
    8. 8. You need a social media evangelist/champion
    9. 9. Social media growth
    10. 10. Rogue social media
    11. 11. Herding cats???
    12. 12. Risks of no social media program
    13. 13. Risks of no social media programBranding Inconsistencies
    14. 14. Risks of no social media programLack of strategy/ineffectiveness
    15. 15. Risks of no social media programUnauthorized Access
    16. 16. Risks of no social media programInappropriate Responses
    17. 17. Risks of no social media programInappropriate Responses
    18. 18. Risks of no social media programInappropriate Responses
    19. 19. 4 areas of a social media program
    20. 20. 4 areas of a social media program1. Social Media Policy, Procedures, Guidelines2. A Training Program3. A Social Media Centre of Excellence (CoE)4. Governance Model
    21. 21. 1. Craft a social media policy
    22. 22. 1. Craft a social media policy“You are buildingrelationships that have notexisted before… in thesenew openrelationships, the powershift is such that we arenot quite sure how weshould act.”-- Charlene Li
    23. 23. 1. Craft a social media policyFrom Lethbridge College – view full procedure here: http://bit.ly/15oAKDq
    24. 24. 1. Craft a social media policyThis is posted on each institutional Facebook page at Lethbridge College.
    25. 25. 2. Develop a training program
    26. 26. 2. Develop a training program
    27. 27. 2. Develop a training programOfficial Use• Created on-demand training• Staff could watch the recording from their deskat their convenience• Covered the policy, social media best practicesand responding to negative comments• Awarded a certificate upon completion
    28. 28. 2. Develop a training program
    29. 29. 2. Develop a training program
    30. 30. 2. Develop a training programGeneral Use/Increase Awareness• Developed lunch sessions on topics like Twitter 101,Facebook Privacy, etc.• Presented at department meetings• Guest lectured in class• This helps the campus community to betterunderstand social media & improves buy-inGreat resourceshttp://bit.ly/iqWkAvhttp://on.mash.to/YGzxmT
    31. 31. 3. Establish a Centre of Excellence
    32. 32. 3. Establish a Centre of ExcellencePlanningMissionRolesPoliciesRoadmapResourcesBudgetPeopleEducationResearchProcessesMonitoringMeasurementCollaboration
    33. 33. 3. Establish a Centre of Excellence
    34. 34. Business case for a CoE• Consistent social experience• Improve efficiency• Foster accountability
    35. 35. 3. Establish a Centre of ExcellenceSteps to get started:1. Identify a lead (social strategist)2. Obtain executive sponsorship3. Educate the campus communityFor more info on Social Media Centre of Excellence concept, visit JeremiahOwyang’s blog at: http://bit.ly/WFpLpW
    36. 36. 4. Choose a governance model
    37. 37. 4. Choose a governance modelOne department managesall social media activities.A cross-functional team(CoE) sits in the hubhelping business areas.For more information on social media governance models, visit http://bit.ly/100xRHe
    38. 38. 4. Choose a governance model
    39. 39. Social media is social
    40. 40. Getting Campus Buy-In
    41. 41. Small Wins
    42. 42. Show The Numbers
    43. 43. Questions?Mike McCreadyManager, Marketing & Web DevelopmentNorQuest CollegeTwitter: @MikeMcCreadyBlog: mikemccreacy.ca
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