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#socialmediapolicy at #PowerToolsHOU

  1. 1. You Said WHAT About Us on Facebook? Why Your Organization Needs a Social Media Policy November 16, 2016 – Power Tools 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
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  8. 8. The Price Is Right! 1.71 billion (as of 2nd quarter 2016) •1.57 billion mobile monthly active users = 92% of users Sources: Facebook, Statista 8 Facebook has how many monthly active users? (Hint: it’s more than 100 million) @houdatlisa #socialmediapolicy
  9. 9. 500 million •About 6000 tweets per second •313 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 The Price Is Right!
  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 ( 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 ( 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 ( 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 ( 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 - • AFP Social Media Guidelines- • Beth Kanter’s list – • National Labor Relations Board - 20 @houdatlisa #socialmediapolicy
  21. 21. Let’s Create our Own Policy • PolicyTool - 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 @houdatlisa #socialmediapolicy
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Editor's Notes

  • How many have social media for their organization? Personally?
  • equates to about 1.69 hours each and every day.
  • What’s interesting is microblogging aka Twitter was considered separately in this study.
  • Avg 6k tweets per second.
    As many as 4 times this amount of accounts exist and inactive, Twitter blocked Twopcharts from reporting this anymore.
  • MJF-co founder of Shoes of Prey, this was response to a promo a video blogger did.
    Gen Y and Z growing up with technology all around them.
  • 5th annual study-CASE/Huron Education/mStoner; schools colleges & univ. about 2k responded.
    Geolocation services such as 4Sq declined in past 2 years, 17% 3rd study to 6% now. So some apps are here to stay but important to stay on top of emerging trends.
  • Who in room is comm? Development? Importance of collaboration
  • FB, Twitter and You Tube rated top tools in fundraising on SM
  • SM policy sets expectations and boundaries. Gives operations guidelines to those using in job, as well as personal use related. Policies are NOT static.
    You have policies for other modes of communication-why not social media?
  • Avoid - Illegal, threatening, harassing, libel, slander
    Privacy – theirs and yours
    Friending-great article in Advancing Philanthropy this issue by Dave on ethics
  • All example links are being tweeted today.
  • It’s better to have a policy on hand in advance of any situations than to deal with the costly aftermath … legal fees, image repair
  • In 2010 AFP International crafted guidelines for members of AFP, ASAE, NTEN and The DMA, Nonprofit Federation
    Results were released in late 2010, recently updated