This document discusses why organizations need a social media policy and provides guidance on creating one. It notes that a policy is important to define expectations for employee, volunteer and user social media use and to protect the organization's brand and interests. The document recommends that a policy address what should and should not be posted online, privacy concerns, and how social media relates to other policies. It provides examples of effective policies and online tools to help write one. The presentation emphasizes training employees on the social media policy.

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

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@houdatlisa #socialmediapolicy

3. What We’ll Go Over
• Definitions
• Impact
• What’s a policy?
• What’s in it?
• Training and implementation
• Online Resources
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@houdatlisa #socialmediapolicy

4. Social Media =
user generated content
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Social Networking =
grouping by common
interest
@houdatlisa #socialmediapolicy

5. The Price Is Right!
• Guess the correct social media statistic…
• The contestant who is the closest without going
over wins!
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@houdatlisa #socialmediapolicy

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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

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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
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Facebook has how many monthly active users?
(Hint: it’s more than 100 million)
@houdatlisa #socialmediapolicy

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
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How many million Tweets are sent per day?
@houdatlisa #socialmediapolicy

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
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@houdatlisa #socialmediapolicy

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
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@houdatlisa #socialmediapolicy

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
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@houdatlisa #socialmediapolicy

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
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@houdatlisa #socialmediapolicy

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
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@houdatlisa #socialmediapolicy

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
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@houdatlisa #socialmediapolicy

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)
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@houdatlisa #socialmediapolicy

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
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@houdatlisa #socialmediapolicy

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
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@houdatlisa #socialmediapolicy

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!
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@houdatlisa #socialmediapolicy

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
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@houdatlisa #socialmediapolicy

21. Let’s Create our Own Policy
• PolicyTool - http://socialmedia.policytool.net/
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@houdatlisa #socialmediapolicy

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
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Lisa M. Chmiola, CFRE
Lisa.Chmiola@st-agnes.org
@houdatlisa
#socialmediapolicy

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