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#socialmediapolicy at #PowerToolsHOU

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Social media policy presentation at Power Tools Houston conference, sponsored by CenterPoint Energy.

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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
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  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 (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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