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Maturing Your Organization's Social Culture: Creating Effective Policies-Idealware


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We heard from a number of you who were disappointed to miss this session at 12NTC, so we’re bringing it back bigger and better than before! Join us for the best of one of 2012's most popular sessions, made a whole year more useful with case studies from organizations who have created their own social media policy.
As social media, transparency and two-way conversations become the norm, many organizations are racing to develop a social media policy that governs who does what, what's OK (and not OK) to say on behalf of the org, and how to handle sticky situations. But even more than legislating these details, the process of creating such a policy can help you and other leaders in your organization engage in important discussions that will mature your organizational culture and help you be better positioned to take advantage of the tools and opportunities at your disposal.
Together, Idealware and Darim Online have created a Social Media Policy Workbook to facilitate this process (and help you create a customized and valuable policy). In this session we'll explore why the process (not just the product) is so important, how to make these conversations productive and strategic (and dare we say fun?), and why a social media policy is an important milestone of digital maturity. All participants in the session will receive a free copy of the Nonprofit Social Media Policy Workbook.

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Maturing Your Organization's Social Culture: Creating Effective Policies-Idealware

  1. 1. Maturing Your Organization’s Social Culture: Creating Effective Policies #13NTCpolAndrea Berry, IdealwareLisa Colton, See3 Communications & Darim Online
  2. 2. What We’ll Cover Today • The Value of a Policy • Values Direct Policy • Building Your Policy Step By Step
  3. 3. Where Are You on the Spectrum?
  4. 4. Obstacles to Social Media Maturity
  5. 5. Fear
  6. 6. Allocation of Resources
  7. 7. Get Everyone On The Same Page
  8. 8. Value the Process PROCESScan be even more valuable than PRODUCT
  9. 9. What Are Your Goals? What does this policy mean for your organization?
  10. 10. Where Do You Fall On The Spectrum?Tactical: Spell Vision: Strategy doc to helpeverything out! others make decisions!Legal: lawyers Informal: informallead the charge guidelines for staffFor key personnel only Everyone will read and understand
  11. 11. Values Direct Policy
  12. 12. Start With Your Values Based on your mission or brand, define a set of terms that can help steer your brand
  13. 13. Determine Your Social Media ValuesFrom these values, create guidelines to use when posting… What does this mean for your presence in Value the social media world? We will focus on listening to what others are saying in our community and make a Responsiveness priority to respond in a quick and informative manner. We will not take a stance on political issues Impartiality in our posts nor offer recommendations that are not grounded in facts.
  14. 14. Brain Work: What are your values?
  15. 15. Building Your Policy Step By Step
  16. 16. Planning
  17. 17. What Should You Say?Make you posts related to yourvalues:• What is totally within bounds?• When is it okay to post outside of your guidelines?
  18. 18. What Should You NOT Say?What requires approval to post?What is taboo?
  19. 19. Responding to Positive (and Neutral) ThingsWhen do you respond?Who should respond?What do you say?What are the implications?How is this connected toyour brand?
  20. 20. Responding To Negative ThingsShould you limit or moderate discussion within your community? Will hurtful comments damage your community? Where might people say these things instead? Will it let you show how responsive you are? Consider the actual damage that will be done
  21. 21. Would You Respond?
  22. 22. Guidelines For Your Community
  23. 23. Strategy
  24. 24. Privacy Issues What are your potential privacy issues? • HIPAA? • Safety or Protection? • Sensitive Services?
  25. 25. Posting and Privacy IssuesWhat can you post?What can you only post withpermission from those included?What can you never post?What should you keep private?
  26. 26. What Should You Keep Private?
  27. 27. Personal vs. Professional: OwnershipBe clear about who owns content and accounts…
  28. 28. Personal vs. Professional: Posting What is NOT okay to post in each circumstance? • Posting as the organization on organizational account • Posting as individual on organizational account • Posting as an individual on individual account
  29. 29. Personal vs. Professional:Relationships Can staff befriend: • Board Members • Volunteers • Coworkers • Parents • Teachers • Case Workers • Children
  30. 30. Case Study: The REACH School Action: Teachers were using Facebook to directly communicate with families outside of school hours. Fear: Special education has become a highly litigious field. Is there a potential liability issue from the Facebook interactions? What would you do?
  31. 31. Talking It Through: What would you do?
  32. 32. The Effects of Drawing a Hard Line Teachers were told they could not friend parents (past or present) on Facebook. There was required “de-friending” of existing connections. Benefit: • Protection against privacy issues Loss: • Connection to current community • Connection to alumni community • Ability to mentor families and respond to issues informally
  33. 33. For Homework…
  34. 34. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or Online using #13NTCpol at
  35. 35. Social Media Roles Who will do what in the social media process? Main Coordinator Primary Listener/Moderator Expected to Post Allowed to Post Content Contributor These jobs may differ between channels
  36. 36. Monitoring PolicyWhat are you listening for?There is a trade off between time spent and results…
  37. 37. How Will You Deal With Permission?Permission Issues:• Using Names• Tagging Constituents• People in Photos or VideosImages of children are very tricky…Signed permission forms thatexplicitly state how images can beused can be very helpful.