The document outlines the process of creating a social media policy at MPB. It began with no existing policy or digital strategy. Research was done on other station's policies. Meetings were held with executives, employees, lawyers to discuss needs, concerns and legal protections. A three-part policy was created covering employee rights and best practices, MPB-owned accounts procedures, and news reporting. Training was provided when rolling out the policy. Initially 10 new accounts were created with some success and concerns from employees. Regular updates are made and training continues across departments to ensure effective use of social media.
3. When I started at MPB…
• There was no existing social media policy OR
overall digital media strategy.
• There were official accounts, but no plans for
creating new ones or making better use of
assets at the station.
• Employees were given no guidance on what is
considered appropriate for them.
4. Why did we need one?
• Lots of successful local production for both radio
& TV, but no real outreach.
• Limited digital media staff means making use of
everyone around the station…
• …and that means adding work.
• Needed to ensure existing employee policies
were up-to-date for the digital world.
5. How did we create our policy?
• Researched what other stations had
created, as well as looked at other businesses.
• Meeting with executive staff AND employees
to find out what their department needed to
get out of social media, as well as their
concerns.
6. How did we create our policy?
• Discussions specifically within the
PR/Communications department to discuss
the use of social media as a PR tool.
• Meeting with our lawyer to firm up language
and ensure employee policy protected rights
AND MPB.
• Lots and lots and lots of drafts.
7. What did we include in our policy?
• Policy came in three parts:
– An explanation of employee rights and some general
“best practices” rules to enable employees to make
smart decisions regarding their personal social media
accounts.
– A detailed explanation of how MPB-owned accounts
are to be created and maintained, including defining
abandonment and all related procedures.
– A special addendum for news and reporters.
8. Some highlights include…
• Who do you talk to if you
want to create a social
media account for your
production/initiative?
• What is accomplished in
that meeting?
• Who do you talk to if you
need help?
9. Training is key!
• When we rolled out the policy, we had a full-staff
meeting to walk people through the entire thing.
• Anyone coming to get a social media account
created gets a review of the important parts of
the policy.
• Administrators get training on how to post
effectively and are hand-held through the first
month of their account being live.
10. What happened next?
• Policy resulted in the creation of 10+ new
social media accounts. Some successful, some
not.
• Concerns from employees about the new
policy.
• State adopted (unrelated to us) a very similar
employee social media policy.
11. What happened next?
• Updated document 1 year later.
• Created a group on Facebook for MPB employees
who want to learn more about social media.
• Send out a bi-weekly email to highlight new tools
and coordinate efforts with social media admins.
• Currently conducting department-by-department
training.
12. What are YOUR first steps?
• Start asking member stations for their policies.
• Start meeting with the necessary folks at your
station.
• EVALUATE what is currently working and what
isn’t, then figure out your need.
15. What challenges should
you be prepared for?
• Enforcement – it will
happen eventually, be
ready for the next steps.
16. What challenges should
you be prepared for?
• Updates – social media
is always changing, and
your policy should
always be up-to-date.
17. What challenges should
you be prepared for?
• Training – without it,
you’ll have a bunch of
confused people.
18. Just remember…
• It IS worth it! A good policy should be a friend
to all.
• You DO need one. It protects you AND the
other employees at the station.
• And a strategy? This can become one more
tool to help make awesome things.
