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Bringing Social Inside

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Nonprofits that excel in social media communication and engagement also understand that internal social media capacity affects external activities. This presentation covers the four internal assets needed to fully optimize social media as an organization: social media staffing, an internal social culture, budgeting, and a social media policy.

Takeaways:
• Importance of social media policies, and key questions to address
• Social media staffing structure configurations
• Internal social culture self-assessment and key stepping stones to becoming a social organization
• How much does social media really cost?

Published in: Technology
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Bringing Social Inside

  1. 1. Social media staffing, culture, and policies Bringing Social Inside Presented by Debra Askanase Digital Engagement Strategist Community Organizer 2.0
  2. 2. About Debra Askanase
  3. 3. Today’s conversation http://www.flickr.com/photos/gnuf/330034702/in/photostream/ 3 Staff (time) Budgeting Social media policy Culture
  4. 4. It’s what’s inside that makes a great chef 4
  5. 5. Staff support http://www.flickr.com/photos/elanaspantry/3811903195/in/photostream/ 5 FTEs, time and roles
  6. 6. Success factor: dedicated staff 2012 Nonprofit Social Networking Benchmark Report 6
  7. 7. No social presence: lack of staff and budget 72012 Nonprofit Social Networking Benchmark Report
  8. 8. Staff time allocation to social presence 82012 Nonprofit Social Networking Benchmark Report
  9. 9. Business survey: weekly time commitment 9http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/
  10. 10. Staffing social media 102012 Nonprofit Social Networking Benchmark Report
  11. 11. 112012 Nonprofit Social Networking Benchmark Report
  12. 12. Social media channels used, dependent on hours available for social http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/ 12
  13. 13. What department makes sense? 132012 Nonprofit Social Networking Benchmark Report
  14. 14. It’s not what it’s called, it’s your approach 142012 Nonprofit Social Networking Benchmark Report
  15. 15. How do they all connect? http://www.flickr.com/photos/santos/2252824606/in/photostream/ 15
  16. 16. If this is the framework, how do you make it work for you? Community Executive staff DevelopmentPrograms 16
  17. 17. Budgeting for success http://www.flickr.com/photos/ladymixy-uk/4189535985/in/photostream/ 17 Budget trends, outsourcing, minimum viable success
  18. 18. Social media budgeting “The number of respondents allocating some budget (>$0) grew from 47% (2010) to 52% (2011) to 54% (2012) over 3 years.” 182012 Nonprofit Social Networking Benchmark Report Overall budget 2009 2010 2011 2012 None: 56% <$25K: 33% None: 53% <25K: 36% None: 48% <$25K: 44% None: 46% <$25K: 34%
  19. 19. Amount budgeted for maintaining a community social presence 192012 Nonprofit Social Networking Benchmark Report
  20. 20. Amount budgeted to maintaining in-house social networks 202012 Nonprofit Social Networking Benchmark Report
  21. 21. Items to budget for: choose your list of ingredients http://www.flickr.com/photos/25084516@N03/4302226855/in/photostream/ 21 Staff Consultants Software Cloud services Hardware Online campaigns Promotion Graphic design Video editing
  22. 22. Typically outsourced marketing services http://www.socialmediaexaminer.com/social-media-marketing-industry-report- 2012/ 22
  23. 23. A “minimum viable” social media presence Minimum Prepping for success Success strategy Personnel .25 time .5 time 1+ FTE Video $500/year $1,500/year $2,500+/year Social media monitoring $0 $300/month $500 - $1,000/month Strategy In-house - $0 Consultant develops strategy, $2,000+ Plan + ongoing support $5,000+ Facebook services Free services plus one customization $300 - $500 $500 - $1,000/year (customization, short campaign) $1,500 - $2,000/year Paid social media online services (Flickr Pro, backup) No paid services $500/year $1,000+/year Graphics support DIY or purchase/training for graphics $200/year Mix of graphic designer and paid service $300-$850/yr $850 - $5,000/year 23
  24. 24. Social media policy http://www.flickr.com/photos/southernjaywalker/4587416258/ 24
  25. 25. http://www.edf.org/about/social-media-guidelines-edf-employees 25 Social media policies: thoughtfully guiding interaction & communications
  26. 26. http://www.scribd.com/AmericanRedCross 26 American Red Cross family of guidelines and policies
  27. 27. Informing staff’s personal use of social media http://www.scribd.com/doc/97831071/Personal-Social-Engagement- Guidelines-2-0 27
  28. 28. Handbook for field units http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field- units 28
  29. 29. 29 http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field- units Handbook for field units
  30. 30. 30 http://www.slideshare.net/wharman/social-media-handbook-for-red-cross- field-units Handbook for field units
  31. 31. FAQs for the social engagement team http://www.scribd.com/doc/88776038/Social-Engagement-Team-FAQ 31
  32. 32. http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from- the-of 32 It’s only important when it needs to be
  33. 33. Reputation management responsiveness http://pinterest.com/kanter/komen-can-kiss-my-mammagram/ 33
  34. 34. What one blogger can set off http://embodiedtorah.wordpress.com/2012/07/18/why-my-blind-son-is- returning-from-camp-ramah-in-canada-a-month-early/ 34
  35. 35. Response procedures in place http://www.dansoschin.com/wp-content/uploads/2012/02/Generic-Social-Media- Assessment.jpg 35
  36. 36. “Minimum viable” response preparation and procedures • Monitor the interwebs • Rapid internal communications system in place • Authorization to respond • Understanding social media culture by channel • Response: public (important) & private • Active social media channels in use for responding: respond where it starts, & where the conversation is taking place • Response time: < 24 hours ideally • Is your organization able to solve the problem or appease? 36
  37. 37. Getting started http://www.idealware.org/smpolicy 37
  38. 38. Facebook discussion group https://www.facebook.com/groups/socialmediapolicy 38
  39. 39. Social media policies and guidelines: resources for you 39 • http://www.idealware.org/smpolicy (workbook) • http://darimonline.org/smpw (workbook for Jewish orgs) • http://pinterest.com/askdebra/social-media-policies/ (Pinterest board of resources and sample policies) • http://www.slideshare.net/SMinOrgs/social-media-policies- and-more-checklist-guidance (checklist and guidance) • http://socialmediatoday.com/ralphpaglia/141903/social- media-employee-policy-examples-over-100-companies-and- organizations (compilation of >100 policy examples)
  40. 40. Staff culture: key ingredients http://www.flickr.com/photos/bupia/2498925008/in/photostream/ 40
  41. 41. Collaborative culture http://www.flickr.com/photos/ngi197w/5939812007/in/photostream/ 41
  42. 42. Social is shared work: no silos! http://www.flickr.com/photos/ngi197w/5940536872/in/photostream/ 42
  43. 43. Trust 1/30/2015 http://www.flickr.com/photos/ngi197w/5938472497/in/photostream/ 43
  44. 44. Willingness to experiment (and possibly “fail”) http://www.flickr.com/photos/ngi197w/5938474679/in/photostream/ 44
  45. 45. Wrapping up: Do you have everything in place to accomplish what you want? 45 Enough dedicated staff time Staffing structure Realistic budget Responsive procedures Social media policies Culturally ready to soar
  46. 46. I’m always available to answer follow-up questions! Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977
  47. 47. Social media staffing, culture, and policies Bringing Social Inside Presented by Debra Askanase Engagement Strategist Community Organizer 2.0 *theme courtesy © showeet.com

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