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You Said WHAT
About Us on
Facebook?
Why Your
Organization
Needs a Social
Media Policy
April 13, 2015 – CASE District IV #C...
2
@houdatlisa #socialmediapolicy
What We’ll Go Over
• Definitions
• Impact
• What’s a policy?
• What’s in it?
• Training and implementation
• Online Resour...
Social Media =
user generated content
4
Social Networking =
grouping by common
interest
@houdatlisa #socialmediapolicy
The Price Is Right!
• Guess the correct social media statistic…
• The contestant who is the closest without going
over win...
6
The Price Is Right!
28%
Sources: Global Web Index study of Internet users 16-64, as reported by AdWeek
What percent of a...
7
The Price Is Right!
1.39 billion (as of 12/31/14)
•American users average 40 minutes a day on the site
•1.19 billion mobil...
The Price Is Right!
500 million
•288 million monthly active users
•But how many more exist who are inactive?
Sources: Inte...
“We’re still in the process of
picking ourselves up off the
floor after witnessing firsthand
the fact that a 16-year-old
Y...
A look at usage in development: CASE
• It’s not just Facebook
o While 95% of survey respondents are on FB, 82% have
Twitte...
A look at usage in development: CASE
• It’s likely managed outside the development office
o 72% of institutions surveyed s...
A look at usage in development: CASE
• It’s emerging in campaign strategy
o About half of respondents reported social medi...
Policies…Why You Need One
• Use by employees, volunteers, consultants, and people you serve
• Impact on marketing and bran...
Components
• Define social media
• Identify that you have concerns and interests
• Tell people what to avoid
• Remind peop...
Social Media Policy Examples
• Carnegie Mellon University (http://ow.ly/Lvn9R)
o Remember your audience – encourages users...
Social Media Policy Examples (cont'd)
• American Red Cross (http://ow.ly/Lvsy4)
o Policy has been turned into a Slideshare...
Policies at Your Organization
• There are ways to protect your organization before and after a
situation arises
o Before:
...
Handbooks And Training
• Employee Handbooks can include policies and procedures for
Internet Usage, Employee Communication...
Online Tools to Help You
• Social Media Policy Samples - http://ow.ly/LvtGt
• AFP Social Media Guidelines- http://is.gd/yG...
Let’s Create our Own Policy
• PolicyTool - http://socialmedia.policytool.net/
21
@houdatlisa #socialmediapolicy
What We Discussed
• Social Media & Social Networking Definitions
• How Social Media Impacts Your Organization
• What is a ...
23
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2015 CASE District IV conference-social media policy

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Presentation from CASE District IV conference 4/13/15 Austin, Texas on why your organization needs a social media policy

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2015 CASE District IV conference-social media policy

  1. 1. You Said WHAT About Us on Facebook? Why Your Organization Needs a Social Media Policy April 13, 2015 – CASE District IV #CASED4 Lisa M. Chmiola, CFRE St. Agnes Academy, Houston, TX @houdatlisa #socialmediapolicy
  2. 2. 2 @houdatlisa #socialmediapolicy
  3. 3. What We’ll Go Over • Definitions • Impact • What’s a policy? • What’s in it? • Training and implementation • Online Resources 3 @houdatlisa #socialmediapolicy
  4. 4. Social Media = user generated content 4 Social Networking = grouping by common interest @houdatlisa #socialmediapolicy
  5. 5. The Price Is Right! • Guess the correct social media statistic… • The contestant who is the closest without going over wins! 5 @houdatlisa #socialmediapolicy
  6. 6. 6 The Price Is Right! 28% Sources: Global Web Index study of Internet users 16-64, as reported by AdWeek What percent of all time spent online is spent on social media sites? @houdatlisa #socialmediapolicy
  7. 7. 7
  8. 8. The Price Is Right! 1.39 billion (as of 12/31/14) •American users average 40 minutes a day on the site •1.19 billion mobile monthly active users = 85% of users Sources: Facebook, TechCrunch 8 Facebook has how many monthly active users? (Hint: it’s more than 100 million) @houdatlisa #socialmediapolicy
  9. 9. The Price Is Right! 500 million •288 million monthly active users •But how many more exist who are inactive? Sources: Internet Live Stats, Twitter 9 How many million Tweets are sent per day? @houdatlisa #socialmediapolicy
  10. 10. “We’re still in the process of picking ourselves up off the floor after witnessing firsthand the fact that a 16-year-old YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage has over 5 months.” Michael J. Fox 10 @houdatlisa #socialmediapolicy
  11. 11. A look at usage in development: CASE • It’s not just Facebook o While 95% of survey respondents are on FB, 82% have Twitter accounts, 72% manage groups on LinkedIn and 68% use You Tube o Visual social media applications are on the rise: 42% use Instagram, 37% share photos on Flickr and 26% use Pinterest Source: Fifth Annual Survey of Social Media in Advancement conducted by the Council for Advancement and Support of Education, Huron Education and mStoner 11 @houdatlisa #socialmediapolicy
  12. 12. A look at usage in development: CASE • It’s likely managed outside the development office o 72% of institutions surveyed stated communications/public relations staff are responsible for creating, monitoring and enforcing social media policy o Marketing was 2nd at 40% (multiple answers were allowed) o Only 12% reported development staff involvement Source: Fifth Annual Survey of Social Media in Advancement conducted by the Council for Advancement and Support of Education, Huron Education and mStoner 12 @houdatlisa #socialmediapolicy
  13. 13. A look at usage in development: CASE • It’s emerging in campaign strategy o About half of respondents reported social media usage in campaigns and stewardship efforts o Of those raising funds via social media, 57% raised up to $10k, and another 24% raised between $10k-$50k Source: Fifth Annual Survey of Social Media in Advancement conducted by the Council for Advancement and Support of Education, Huron Education and mStoner 13 @houdatlisa #socialmediapolicy
  14. 14. Policies…Why You Need One • Use by employees, volunteers, consultants, and people you serve • Impact on marketing and brand, fundraising, and awareness • NPOs of all sizes need a policy • Avoid Claims 14 @houdatlisa #socialmediapolicy
  15. 15. Components • Define social media • Identify that you have concerns and interests • Tell people what to avoid • Remind people to protect privacy • State how it’s related to other agency policies • Logos, photos, videos • ‘Friending’ clients, co-workers • How to engage others 15 @houdatlisa #socialmediapolicy
  16. 16. Social Media Policy Examples • Carnegie Mellon University (http://ow.ly/Lvn9R) o Remember your audience – encourages users to interact with users posting to sites, keep the goal and audience in mind, and consider frequency of posts for each social media channel • YMCA Houston (http://ow.ly/Lvsq9) o Includes statements regarding sharing of content by users, including the user having permission of those featured in photographs to post (particularly permission of parents/guardians for children featured) 16 @houdatlisa #socialmediapolicy
  17. 17. Social Media Policy Examples (cont'd) • American Red Cross (http://ow.ly/Lvsy4) o Policy has been turned into a Slideshare, with guidelines for starting Chapter accounts with how-to guides at end • University of Texas at Austin (http://ow.ly/LvsGD) o Includes sets of guidelines for both faculty/staff and managers of social media sites o Encourages all sites to include an approved “Contribute Now” button, available from Office of Development 17 @houdatlisa #socialmediapolicy
  18. 18. Policies at Your Organization • There are ways to protect your organization before and after a situation arises o Before:  Employee Handbook  Internet Usage Policy  Employee Communication Policy  Social Media Policy o After:  Insurance Coverage (General Liability, Professional Liability, Directors & Officers, Employment Practices, Internet Liability)  Damage Control 18 @houdatlisa #socialmediapolicy
  19. 19. Handbooks And Training • Employee Handbooks can include policies and procedures for Internet Usage, Employee Communication and Online Social Media. • They can be tailored specifically for your organization’s operations and can also include volunteers. • Training is equally important! 19 @houdatlisa #socialmediapolicy
  20. 20. Online Tools to Help You • Social Media Policy Samples - http://ow.ly/LvtGt • AFP Social Media Guidelines- http://is.gd/yGv43r • Beth Kanter’s list – http://is.gd/tSujQv • National Labor Relations Board - http://ow.ly/Lvt5I 20 @houdatlisa #socialmediapolicy
  21. 21. Let’s Create our Own Policy • PolicyTool - http://socialmedia.policytool.net/ 21 @houdatlisa #socialmediapolicy
  22. 22. What We Discussed • Social Media & Social Networking Definitions • How Social Media Impacts Your Organization • What is a Social Media Policy • What a Social Media Policy Looks Like • Online Resources 22 Lisa M. Chmiola, CFRE Lisa.Chmiola@st-agnes.org @houdatlisa #socialmediapolicy
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