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Creating an Effective Social Media Policy	<br />Christina Inge<br />
What Is the Perception?<br />Companies fear: <br />People are going to do bad things<br />They will harm your brand<br />T...
In most real-world scenarios, there’s less question of the harm team members can do to your brand than the harm commercial...
Don’t turn people into billboards<br />
Social media doesn’t work as well if it’s siloed within marketing<br />Customer insights, product insights-you don’t want ...
What Is a Real Social Media Policy?<br />Creates boundaries on both sides<br />Sets expectations<br />Sets limits<br />Emp...
Policy In Action<br />Encourage authentic participation<br />Evangelize<br />Coach<br />
Participation Across Functions<br />You need as many hands on deck as possible if it’s going to be effective<br />If socia...
Evangelizing<br />Show value<br />Make it simple<br />Low barrier to participate<br />Communicate values<br />Communicate ...
Show Value	<br />Show metrics that illustrate that social media is generating traffic, conversions<br />
Make It Easy<br />Start people with simple, one-off tasks<br />Tailor to existing social media participation<br />
Low Barrier to Participate<br />Reward first steps<br />Eliminate roadblocks: <br />Make access easy<br />Standardize proc...
Communicate Values<br />Strictures backfire; instead, communicate your org’s values and tie them to social communication:<...
Communicate Brand	<br />Ensure consistency in communications throughout departments by making sure your branding statement...
Keeping Social Media Authentic<br />Don’t make use of personal account required<br />Ever<br />For anybody<br />Balance be...
Community Moderation<br />If your whole staff get to share moderation duties, or participate in your online community, you...
Set expectations based on role:<br />Customer service<br />Technical support: IT<br />Market research: marketing, C-suite<...
Putting It Together<br />Create written guidelines that protect the brand and the team.<br />Have meetings to answer quest...
Christina Inge<br />Email: christina@oho.com<br />Twitter: @christinainge<br />Website, Newsletter, Blog: oho.com<br />Lin...
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Designing an Effective Social Media Policy

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Slides from my PodCamp Boston 2011 session on designing an effective social media policy for your organization.

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Designing an Effective Social Media Policy

  1. 1. Creating an Effective Social Media Policy <br />Christina Inge<br />
  2. 2. What Is the Perception?<br />Companies fear: <br />People are going to do bad things<br />They will harm your brand<br />They will goof off or allow threats into your system<br />The organization will lose control of their message<br />Assumption: You’re not in a regulated industry. In a regulated industry, it’s all different.<br />
  3. 3. In most real-world scenarios, there’s less question of the harm team members can do to your brand than the harm commercializing their personal communications can do to your team’s brands—and yours. <br />The Reality is the Opposite<br />
  4. 4. Don’t turn people into billboards<br />
  5. 5. Social media doesn’t work as well if it’s siloed within marketing<br />Customer insights, product insights-you don’t want those experiences mediated<br />Lack of authentic voice<br />At the Same Time, You Need the Team<br />
  6. 6. What Is a Real Social Media Policy?<br />Creates boundaries on both sides<br />Sets expectations<br />Sets limits<br />Empowers voices<br />
  7. 7. Policy In Action<br />Encourage authentic participation<br />Evangelize<br />Coach<br />
  8. 8. Participation Across Functions<br />You need as many hands on deck as possible if it’s going to be effective<br />If social is part of your strategy, it needs to be part of your company<br />All-Hands Approach:<br />More human <br />More multifaceted, reaching new audiences <br />More credible <br />More resilient <br />
  9. 9. Evangelizing<br />Show value<br />Make it simple<br />Low barrier to participate<br />Communicate values<br />Communicate brand<br />
  10. 10. Show Value <br />Show metrics that illustrate that social media is generating traffic, conversions<br />
  11. 11. Make It Easy<br />Start people with simple, one-off tasks<br />Tailor to existing social media participation<br />
  12. 12. Low Barrier to Participate<br />Reward first steps<br />Eliminate roadblocks: <br />Make access easy<br />Standardize processes and make them widely available<br />
  13. 13. Communicate Values<br />Strictures backfire; instead, communicate your org’s values and tie them to social communication:<br />Fairness<br />Respect<br />Tastefulness<br />
  14. 14. Communicate Brand <br />Ensure consistency in communications throughout departments by making sure your branding statements are complete<br />“Brand” is not your logo, but what your brand means: sporting, family, green, etc.<br />Once people get the brand guidelines, they have the tools to live them in their communication<br />
  15. 15. Keeping Social Media Authentic<br />Don’t make use of personal account required<br />Ever<br />For anybody<br />Balance between making it easy and encouraging individual expression:<br />Have an easy option: pre-written, automated (busy executive, spreading a basic announcement)<br />Coaching, modeling<br />Start with support, then move to do-it-yourself <br />
  16. 16. Community Moderation<br />If your whole staff get to share moderation duties, or participate in your online community, you need a whole new set of rules.<br />Set broad expectations of support, engagement:<br />Time<br />Content<br />Participation<br />
  17. 17. Set expectations based on role:<br />Customer service<br />Technical support: IT<br />Market research: marketing, C-suite<br />
  18. 18. Putting It Together<br />Create written guidelines that protect the brand and the team.<br />Have meetings to answer questions<br />Offer coaching sessions to anyone who will be doing front-line social communication<br />
  19. 19. Christina Inge<br />Email: christina@oho.com<br />Twitter: @christinainge<br />Website, Newsletter, Blog: oho.com<br />LinkedIn:<br />linkedin.com/in/christinainge<br />Personal blog on marketing:<br />MeasurableMarketingStrategy.com<br />Thank You!<br />

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