Social Media Policy for School Districts

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Presentation from NSPRA Ohio 2010 Social Media Conference.Developing a social media policy in a school district.

Presentation from NSPRA Ohio 2010 Social Media Conference.Developing a social media policy in a school district.

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  • 1. O X I E M | C O L U M B U S & S P R I N G F I E L D | T: 8 6 6 . 4 3 2 . 8 2 3 5 | W : O X I E M . C O M oxiem.com
  • 2. Sites Engaging Branding | Top Technology | Easy Manageability > Sites that perform & convert visitors to customers Search Holistic Web Marketing | Organic + Paid + QOV Metrics > Continually-managed, for traffic and conversion Social Connect | Convey | Converse With Audiences > Active dialog that creates a bond and advocacy oxiem.com
  • 3. Not a Social Media Policy. oxiem.com
  • 4. Social Media is Here to Stay • Your staff and students are using social media more and more everyday • Over 85% of Americans use social media monthly • Twitter grew over 500% in the last year • More video is uploaded to YouTube in 60 days than all 3 major US networks created in 60 years • Facebook dominates social media • Over 400 million users, 3 million of those live in Ohio • Over 50% of these users log-in everyday! • Mobile use of Facebook is growing like crazy. Over 100 million users are accessing Facebook from a mobile device. Probably from work! • Teens use social media differently • 73% of online American teens ages 12 to 17 used an online social network website • 86% of teen social network users post comments to a friend’s page or wall •75% of American teens ages 12-17 have a cell phone oxiem.com
  • 5. Why a Social Media Policy? • Facebook’s largest group of users are ages 35-54 • One-third of employees surveyed never consider what their boss or customers might think before posting material online (Deloitte Ethics & Workplace Survey) • 15% of companies have disciplined an employee for violating multimedia sharing/posting policies (Proofpoint) • 8% have fired an employee because of these violations (Proofpoint) oxiem.com
  • 6. Social Media Policy First! Understand Social Media oxiem.com
  • 7. Social Media Defined Internet-Based Tools For Sharing & Discussing Information Among Human Beings. oxiem.com
  • 8. Social Media Strategy The Old Way Shout! oxiem.com
  • 9. The Shout Method oxiem.com
  • 10. Social Media Strategy The New Way Listen oxiem.com
  • 11. Facilitate the Conversation oxiem.com
  • 12. Social Media Strategy It’s Happening Whether you Participate or Not oxiem.com
  • 13. Developing a Social Media Policy oxiem.com
  • 14. The immediate Response • Lock everything down! • 172 million Smartphone’s were sold last year. They will find a way. • What about what happens after 5 p.m. • Remember when email was scary • Write a policy that is focused on what people CAN’T do • Social media can’t work in public education like it does in the corporate world oxiem.com
  • 15. Step 1 – Risk Assessment • Personal voice • High engagement • Integration on multiple levels • Open minded administration High Risk • Neutral voice with little personality (broadcast method) • Lower engagement • Limited integration Neutral • Administration nervous but willing to try • Limited use of tools – 100% broadcast • Zero engagement • High monitoring/enforcement plan Low Risk • Administration scared to death oxiem.com
  • 16. Step 2 – Listening Audit • Determine how your staff, students and the community are using social media today: • Survey students & staff • Utilize the search engines: • Search.twitter.com • Socialmention.com • Tweetbeep.com (Google Alerts for Twitter) oxiem.com
  • 17. Step 3 – Develop an overall philosophy to social media • Requires development of a social media strategy – an important step you should take! • This will be different for every organization For Example: • Social media will be used to improve communications with the community • Social media will be used to integrate new learning technologies in the classroom • Social media will be used to improve communication and collaboration between staff and buildings oxiem.com
  • 18. Step 4 – Ask yourself the tough questions • Can our staff utilize social media professionally and identify themselves as an employee on their profile? • If so, what perimeters do we need to define • How will we respond to negative comments online? • What is the line between professional and personal? • How will we monitor and enforce the policy? • Do we need a different policy for students, staff and administration? • How will we evaluate new social media tools as they come up? oxiem.com
  • 19. Step 5 – Use what’s already out there • Review existing social media policies that are available on the web • http://socialmediagovernance.com/policies.php • http://thinkingmachine.pbworks.com/Think-Social-Media-Guidelines oxiem.com
  • 20. And learn from other industries oxiem.com
  • 21. Key items for every policy • What is social media and how will we use it • Reminders on confidential information • Define who is responsible and identify a main point of contact • Responsibility for what is written online • Identifying oneself as an employee of the company • What happens if the policy is violated oxiem.com
  • 22. Questions? Billy Fischer | bfischer@oxiem.com| 614.448.1809 @billyfischer John Fimiani | jfimiani@oxiem.com | 937.901.6219 @johnfimiani @oxiem facebook.com/oxiemmarketing blog.oxiem.com Download this presentation at: slideshare.net/oxiem oxiem.com