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Avoid disaster & increase communication with social media

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ECAC 2010 Conference... Helping Parent Centers understand the importance of following a social media policy, and having a strategy to optimize communication and results.

ECAC 2010 Conference... Helping Parent Centers understand the importance of following a social media policy, and having a strategy to optimize communication and results.

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  • 1. Avoid Disaster & Increase Communication With Social Media With social media being a very important part of our lives in today’s society, there are many questions that surround the medium. In this session, we will discuss the importance of implementing and sticking to a social media policy for your parent center as well as why and how to utilize social media to your benefit. We will also go over examples of organizations and corporations that have had negative experiences and a few great examples of what can be accomplished if you do it right. And last but not least, how not to get too consumed in the conversation while making your network feel that you are listening to them.
  • 2. ECAC Conference 2010
    • Nicki Laycoax
    • Marketing Director for Squish Designs, LLC in Indianapolis, IN
    • Website development using Joomla-Open Source CMS-The top downloaded CMS in the world!
    • Mobile CMS-My Mobi Manager
    • Social Media Professional
  • 3. Social Awareness & Caution…
    • ANYONE WITH A COMPUTER, VIDEO CAMERA, AND/OR MOBILE DEVICE CAN IMPACT YOUR REPUTATION.
  • 4. I LOVE MY JOB SOOOO MUCH!!!
    • When you love what you do, it is very easy to mindlessly & effortlessly speak on behalf of your organization, even when you are not technically on the clock.
  • 5. We’ve all been there…
    • Bad days…
    • Issues with clients…
    • Political, racial, or religious stances…
    • Personal opinions about topics…
    • Co-worker is lazy…
    • Can’t get any volunteers or good employees…
    • You are just overwhelmed…
    • Don’t make the mistake of voicing these things online…
  • 6. YOU CAN AND WILL GET SUCKED IN!
    • There are endless amounts of pictures, friends, videos, status updates, blog posts, events, Tweets, Twitpics…. The content literally never ends. Your policy should help you draw the lines of the amount of time spent.
  • 7. There are also many opportunities to waste time… Photo from CPALead.com This is an actual blurb from CPALead.com…
  • 8. MOBILE USAGE
    • If your phone has text message and/or email capabilities, you have the ability to update your social presences. This means that your staff, fans, and haters do as well…
  • 9. SO HOW DO I “ SOCIALIZE” EFFECTIVELY & SAFELY??
  • 10. Policy
    • A policy is typically described as a principle or rule to guide decisions and achieve rational outcome(s).
    • Where as a policy will contain the 'what' and the 'why', procedures or protocols contain the 'what', the 'how', the 'where', and the 'when'.
    • Broadly, policies are typically instituted to avoid some negative effect that has been noticed in the organization, or to seek some positive benefit.
    • (info from Wikipedia)
  • 11. DOMINOS PIZZA DISASTER!! http://www.youtube.com/watch?v=xaNuE3DsJHM Dominos Pizza employees made a disgusting video about The things that they were doing to the food created… Millions of views
  • 12.
    • Regulatory policies, or mandates, limit the discretion of individuals and agencies, or otherwise compel certain types of behavior. These policies are generally thought to be best applied when good behavior can be easily defined and bad behavior can be easily regulated and punished through fines or sanctions. An example of a fairly successful public regulatory policy is that of a speed limit.
    • (from wikipedia)
    • Not just a policy, but also a strategy…
    • In our ever-changing media world, the lines are easily blurred…
  • 13. ‘ The What’
    • Social media consists of any platform that that allows more than one-way communication.
    • Some examples are Facebook, Twitter, Blogs, YouTube, Forums, LinkedIn, Bulletin Boards, & more!
  • 14. Personal vs Professional
    • Just as your business has it’s own address, your social profiles do or should as well.
    • Parent Centers are using Fan Pages and People use personal pages or profiles.
    • If you will personally represent your parent center in any way, YOU MUST disclose your relationship to the parent center.
    • Some people choose to maintain 2 separate ‘personalities’.
  • 15. Keep in mind that who you are online STRONGLY affects the opinion of others. In some cases, even more so than your offline self! It is also able to be shared and viewed by hundreds of thousands, even millions of people!
    • POST WITH CAUTION!
  • 16. You really have no privacy…
    • Be sure to inform your staff that regardless of whether they use the office computer or their home computer or mobile device, the content generated is not private.
    • If you are identifying yourself as a member of your parent center in any way online, the parent center has the right to view the content.
    • Know that your name can be searched and found by not just your employer, but anyone with search capabilities…
  • 17. Fired for blogging!
    • “ A St. Louis blogger thought she went to great lengths to keep her office life and her personal life separate -- but then it all went wrong. A cautionary tale of using Twitter, Topsy and other social media.”
    • http://www.inc.com/news/articles/2010/05/nonprofit-fires-woman-for-blogging-about-sex.html
  • 18. Perfect employee in the office…
    • At the time of her firing, she had been working for the nonprofit for a month – and says she made every effort to be a model employee. "I dressed like a freaking Mormon when I went in," she wrote. "I was really overcautious and did an extra-good job. Because I always thought that if they ever did find out about it, I would have proved myself so much that they would weigh the pros and cons and decide to proceed a certain way that, you know, wouldn't fire me. But I wasn't there long enough to do that, and I don't think it would have made a difference anyway, with the way they reacted. It's like – I went from good employee to monster."
    • After her dismissal a letter from her former boss arrived.
    • It reportedly read: "We simply cannot risk any possible link between our mission and the sort of photos and material that you openly share with the online public. While I know you are a good worker and an intelligent person, I hope you try to understand that our employees are held to a different standard. When it comes to private matters, such as one's sexual explorations and preferences, our employees must keep their affairs private."
    • What if one of the parents or teachers had seen this content?
    • Would they think that the entire organization supported or was “okay” with this type of activity?
  • 19. You are a leader!
    • Your social presences will have more of an effect than your website or print materials.
    • You can influence a large population with your online activity.
    • Embrace this opportunity!!!
  • 20. Facebook Reach…
    • More than 400 million active users; 50% of our active users log on to Facebook in any given day. Average user has 130 friends. People spend over 500 billion minutes per month on Facebook. Average user is connected to 60 pages, groups and events Average user creates 70 pieces of content each month. More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
    • There are more than 100 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users.
    • WHAT COULD YOUR EMPLOYEE SHARE WITH 400M PEOPLE THAT COULD HAVE A POTENTIALLY NEGATIVE EFFECT?
    • http://www.facebook.com/press/info.php?statistics
  • 21. Twitter Reach…
    • Twitter now has 105,779,710 registered users.
    • New users are signing up at the rate of 300,000 per day.
    • 180 million unique visitors come to the site every month.
    • 75% of Twitter traffic comes from outside Twitter.com (i.e. via third party applications.)
    • Twitter gets a total of 3 billion requests a day via its API.
    • Twitter users are, in total, tweeting an average of 55 million tweets a day.
    • Twitter's search engine receives around 600 million search queries per day.
    • Of Twitter's active users, 37 percent use their phone to tweet.
    • How many people read your website & print materials each day?
    • As of April, 2010-( http://www.huffingtonpost.com/2010/04/14/twitter-user-statistics-r_n_537992.html )
  • 22. How would you react if you discovered content like this?? Decide how you will handle an employee that shares private or inappropriate material. Speak with your HR manager or attorney to determine the appropriate action.
  • 23. Monitoring Tools
    • Google Alerts: http://google.com/alerts
    • TweetBeep: http://tweetbeep.com/
    • Social Mention: http://socialmention.com/
    • Twitter Search: http://search.twitter.com/
    • TweetScan: http://www.tweetscan.com/
    • Facebook Search: http://www.facebook.com/srch.php
    • Radian6: http://www.radian6.com/
    • HowSociable: http://www.howsociable.com/
    • TwiLerts: http://www.twilert.com/
    • Yahoo Pipes: http://pipes.yahoo.com/pipes/
    • Mashable article for more tools: http://mashable.com/2008/12/24/free-brand-monitoring-tools/
  • 24. You must monitor your brand. http://www.youtube.com/watch?v=VaJjPRwExO8 Greenpeace/Nestle commercial.. 100’s of thousands of views
  • 25. LOOKS OKAY, RIGHT?
    • Nestle has gotten a bad rep for using palm oil that has reportedly severely affected the rainforests and the lives of animals in them.
    • Nestle lied and said that they stopped using the particular oil that came from the manufacturer that harvested the oil in this manner.
    • The public caught wind of Nestle being dishonest, and they can’t seem to get themselves out of the hole they dug.
    • Looks good on the “Nestle” side of conversation, but take a look at the public…
  • 26. What Nestle “fans” are saying…
    • Not only can Nestle delete these comments, they can also ban these particular people from their fan page.
    • They don’t respond to any of these claims…
    • Nestle is a company that has a lot of products that children love. What happens when your 13 year old that just started using Facebook becomes a fan of Nestle, who makes her favorite candy bar, and sees all of this?
    • MONITOR, MONITOR, MONITOR!!!
  • 27. Rules of Thumb…
    • If people leave negative or mean comments, ask the following and then decide what to do:
    • Are the comments constructive? If so, use this opportunity to address their concerns.
    • Are the comments just mean, profanity, or spam? Delete them.
    • If the negative comments, pictures, or videos serve no purpose, get rid of them.
  • 28. Success!
    • There are many success stories that can be shared, but just to name a few…
    • Tyson Hunger Relief-Pledge to end hunger: http://www.pledgetoendhunger.com/
    • 2009 Twestival-Raised over $250k in 24 hours!
    • Dell earns over $1M just from Twitter!
  • 29. Strategy…
  • 30. You need to determine the following…
    • What is our goal?
    • What platforms shall we use?
    • What info will we share?
    • Who within our group is best suited to be the online representative(s)?
    • When will we update our profiles?
    • How will we handle a disaster?
    • 1-Center/Brand awareness, communication with parents & teachers, fundraising, customer service, etc…
    • 2-Facebook, Twitter, YouTube, blog, Flickr, etc…
    • 3-Will you share videos, pics, etc…
    • 4-You don’t want the grumpiest, least receptive to change person managing your profiles. You do want someone that knows how to handle customer feedback properly and who is also open to the adoption of social media.
    • 5-Pick a time of day that you will be able to spend 30 minutes-1 hour monitoring comments and refreshing content.
    • 6- In the case that you have a situation like Dominos or Nestle, decide now how you will react.
  • 31. Train your staff…
    • Help your team understand the basics of the platforms that you will use.
    • Be sure they understand that while the platforms are free, they are still getting paid to be active online. THEIR TIME IS NOT FREE! Don’t let them waste your money by not following your policy and strategy.
  • 32. Don’t forget your policy…
    • Keep a copy of your policy very handy at least until your staff has become accustomed to the type of content that they can or cannot share.
    • The policy will help them to know if the content they want to share is legal and within company guidelines. (i.e. do I have permission to post the pics of these individuals?)
  • 33. Givers Gain…
    • A key thing to remember for your activity, is that social media goes very much by the “Givers Gain” philosophy.
    • If you are asked a question, respond!
    • If someone compliments you, thank them!
    • Don’t forget-THIS IS SOCIAL MEDIA! Be social!
  • 34. Daily or weekly meetings…
    • To ensure that your team is all on the same page, try having a short meeting to discuss the important items of the week, as well as answer any questions that may come about during the social media week. Even though your time is limited, a weekly staff meeting can be great for putting your plans and activity together…
  • 35. Measure…
    • Facebook Insights on fan pages…
    • Google Analytics for your websites…
    • Followers & fans reports weekly or monthly…
    • Responses & replies…
    • LISTEN, LEARN, & ADAPT…
  • 36. Want more fans & followers?
    • Add your URL’s to your email signatures, websites, marketing materials (print, commercials, etc…), business cards.. Anything you put your logo on is now fair game for the social logos…
    • Send email invites
    • Announce in meetings and conferences
    • Suggest to your own friends…
    • INTERACT!
  • 37. Follow their lead…
    • One of the best things that you can do is set up your own personal accounts to get a feel for the culture of the online world.. Be sure that if/when you do this, that you wait to identify or brand yourself as being a part of your parent center… Unless you are confident that you will not break any policy guidelines…
  • 38. Keep it simple…
    • Everyone is overloaded with information today. Some of the best content that you can post is the simplest of content. Perhaps why Twitter is such a success!
    • Try to keep videos under 3 minutes… Status updates under 250 characters…
  • 39. You’ll do great! You’ll do GREAT!
  • 40. Resources
    • Facebook Vanity URL’s http://www.facebook.com/username/
    • Mashable.com-THE Social Media resource
    • Bethkanter.com-NFP Social Media resource
    • Articles:
    • http://mashable.com/2009/02/06/social-media-smartest-brands/
    • http://mashable.com/2009/03/19/twitter-nonprofits/
    • http://mashable.com/2009/05/22/non-profit-social-media/
    • http://mashable.com/2009/04/02/social-media-charity-events/
    • http://womma.org/ethics/disclosure/
    • http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
  • 41. THANK YOU!! Time for Q & A… Then Elvis!