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MyCharityConnects Ottawa - Social Media Policies [2011-03-22]


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Don't have a social media policy? So essentially, anyone in the organization can say and do whatever they want? It’s time for some guidelines!

While social media is about free and open conversations online, your organization still needs to have some thoughts to paper on how to manage the online sphere. How do you distinguish between personal and professional personas online? What things are appropriate and what isn't? What about privacy concerns? Join this session to learn more about what your organization can do to make social media work for you.

Attendees Will Walk Away With:
- Knowledge of the types of social media issues requiring policies
- Templates on writing your own social media policy for your organization
- Tips on implementing the policies effectively

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MyCharityConnects Ottawa - Social Media Policies [2011-03-22]

  1. 1. Setting the Boundaries: Developing Social MediaPolicies for Your Organization
  2. 2. CanadaHelps.orgWhat is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities.For Charities A cost-effective means of raising funds online.For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities.
  3. 3. Today’s PresenterKirstin Beardsley Communications and Marketing Manager CanadaHelps
  4. 4. Who Are You?
  5. 5. What are weso afraid of?
  6. 6. “Engaging in social media requires a shift in the way companies view themselves and their relationships with [stakeholders].”• Social Fish & Croydon Consulting Social Media, Risk and Policies for Associations
  7. 7. Everyone has a megaphone
  9. 9. Don’t start with a desire to CONTROL
  10. 10. Start with a• desire to use Your starting point should be to maximize the potential of social media for your organization. the tools effectively
  11. 11. Do you need a social media policy?• Zappos: Be real and use your best judgment.
  12. 12. Benefits of a social media policy• Setting expectations• Educating staff and volunteers• Protecting your brand• Avoiding legal liability• Clarifying the reasons you use social media
  13. 13. Before you begin:Review existing policies
  14. 14. Before you begin:Develop your social media strategy
  15. 15. Before you begin:Clarify roles & responsibilities
  16. 16. Before you begin:Identify the risks for yourorganization
  17. 17. •What are the biggest risks for your organization?
  19. 19. A social media policy is not a guaranteeagainst mistakes
  20. 20. A staticdocument thatnever getsreviewed
  21. 21. A staff management tool
  23. 23. An opportunity to educate and createdialogue with staff.
  24. 24. A chance to review your social mediastrategy.
  25. 25. A balancebetweenRULES andGUIDELINES forsuccess.
  26. 26. •What are you hoping a social media policy will accomplish within your organization?
  27. 27. YOUR POLICY
  28. 28. Elements of a Successful Social Media Policy• Clarity – Avoid legalese – Use bullet points• Light, Casual Tone – Avoid punitive language – Focus on the DOs, not the DON’Ts• Practical – Keep it short and easy to implement – Should be intuitive to follow (i.e. people shouldn’t have to find the policy before posting, or they won’t use it)
  29. 29. Anatomy of a Social Media Policy• What the policy covers• How your organization uses social media• Link social media to your values and culture• Elements of the policy• Consequences & discipline• Who to contact with questions and concerns
  30. 30. These are the official guidelines for socialmedia use on behalf of Social Fish. If you’rea Social Fish employee, intern or contractorcreating or contributing to any kind of socialmedia… these guidelines are for you.- Social Fish social media guidelines
  31. 31. How yourorganizationuses socialmedia• Marketing and publicity• Fundraising, donor engagement and retention• Connecting with others around your cause• Building relationship and online community• Collaboration and collective action• Sharing expertise on our issues• Movement building and social change
  32. 32. As a company, we encourage communicationamong our employees, customers, partners andothers – and [social media tools] can be great waysto stimulate conversation and discussion.- Oracle Social Media Participation Policy
  33. 33. Link social media toyour values and culture
  34. 34. The vision of the Coca-Cola Company to achievesustainable growth online and offline is guided bycertain shared values that we live by as anorganization and as individuals: Leadership, Collaboration, Integrity, Accountability, Passion, Diversity, Quality- The Coca-Cola Company Online Social Media Principles
  35. 35. • Alternately, develop a set of social media “guiding principles” If you participate in social media, please follow these guiding principles: - Stick to your area of expertise - Post meaningful, respectful comments - Always pause before posting - Respect proprietary information and content - When disagreeing with others’ opinions, keep it appropriate and polite - Know and follow the Intel Code of Conduct and the Intel Privacy Policy - Intel Social Media Guidelines
  37. 37. Responsibility• Clearly indicate that people are responsible for what they post
  38. 38. You are responsible for your actions. Anything youpost that can potentially tarnish the company’simage will ultimately be your responsibility. We doencourage you to participate in the online socialmedia space, but urge you to do so properly,exercising sound judgment and common sense.- Coca-Cola’s Online Social Media Principles
  39. 39. The “Anonymous” Supporter
  40. 40. Transparency• Be clear about who you really are
  41. 41. • Let your unique personality shine through
  42. 42. Identification on Social Media Tools• How should your employees, volunteers, consultants identify themselves on social media tools? • CanadaHelps • Kirstin Beardsley – with a mention about where I work • Kirstin@CanadaHelps
  43. 43. Don’t be a mole. Never pretend to be someone elseand post about DePaul. Tracking tools enablesupposedly anonymous posts to be tracked back totheir authors. There have been several high-profileand embarrassing cases of company executivesanonymously posting about their ownorganizations.- DePaul University Social Media Guidelines
  44. 44. Transparency of Origin.Dell requires that employees and other companyrepresentatives disclose their employment with Dell(e.g. Richard@Dell) in all communications withcustomers, the media or other Dell stakeholderswhen speaking on behalf of Dell.- Dell’s Online Policies
  45. 45. The Not-So-Savvy Marketer
  46. 46. Copyright • Your policy should explicitly direct people to respect copyrights, trademarks and other proprietary marks
  47. 47. Respect copyrights. You must recognize and respectothers’ intellectual property rights, includingcopyrights. While certain limited use of third-partymaterials (ex. quotes that you will comment on)may not always require approval from the copyrightowner, it is still advisable to get the owner’spermission whenever you use third-party material.Never use more than a short excerpt from someoneelse’s work, and make sure to credit and, if possible,link to the original source.- Oracle Social Media Participation Policy
  48. 48. It’s a conversation • Coach social media users to listen as much or more than they promote
  49. 49. The Eager Newbie
  50. 50. Disclosing Proprietary Information• Your policy should explicitly state that no private, confidential or proprietary information can be shared
  51. 51. Sharing Personal Information• Include a reference to your privacy policy and a reminder that it applies to social media
  52. 52. Protection of Confidential and ProprietaryInformation. Dell employees and other companyrepresentatives must maintain the confidentiality ofinformation considered Dell company confidential,including company data, customer data, partnerand/or supplier data, personal employee data, andany information not generally available to thepublic.- Dell’s Online Policies
  53. 53. Don’t Tell Secrets. It’s perfectly acceptable to talkabout your work and have a dialogue with thecommunity, but it’s not okay to publish confidentialinformation. Confidential information includesthings such as unpublished details about software,details of current projects, future product shipdates, financial information, research and tradesecrets.- Sample Nonprofit social media policy
  54. 54. The Passionate Defender
  55. 55. Respect• Clearly state expectations around respect: – Don’t get into fights – Disagree in a calm, logical manner – Correct factual errors in a polite way – Don’t respond to angry, disrespectful people – Don’t escalate a disagreement
  56. 56. Examples Avoid personal attacks, online fights, and hostile personalities. Build a reputation of trust among your peers, clients, media and the public. - Edelman Online Behavior Policies and Procedures
  57. 57. Exercise good judgement• Accuracy of information• Don’t offer advice• Think about connections
  58. 58. Be Respectful.Anything you post in your role as a Vanderbiltemployee reflects on the institution. Beprofessional and respectful at all times on socialmedia sites. Do not engage in arguments orextensive debates with naysayers on your site.- Vanderbilt University Social Media Handbook
  59. 59. The Social Media Addict
  60. 60. Productivity • Include a brief statement about the need to ensure that all of your employee’s work is getting done
  61. 61. Don’t forget your day job. You should make surethat your online activities do not interfere with yourjob and commitments to customers.- IBM Social Computing Guidelines
  62. 62. Adding value• Write about what you know• Don’t spam• Post when you have something meaningful to share
  63. 63. Measure Results• Track the effectiveness of your social media presence
  64. 64. The Activist
  65. 65. Personal Use of Social Media• Remind employees that their personal posts could impact your organization’s reputation
  66. 66. A common practice among individuals who writeabout the industry in which they work is to includea disclaimer on their site, usually on their “AboutMe” page… We suggest you include a sentencesimilar to: “The views expressed on this [blog, Website] are mine alone and do not necessarily reflectthe views of DePaul University.- DePaul University Personal Site Guidelines
  67. 67. Handling Mistakes• Specific guidelines about how you want people to handle their mistakes, such as:
  68. 68. Terms of Use• Create a separate policy or Terms of Use document for social media sites that you run and/or moderate
  69. 69. • Terms of Use: – Statement of purpose for the community – Community rules around respect – Moderation and deletion of comments – Privacy statement – How you will use the posts (i.e. marketing material, fundraising etc…) – Prohibited posts:
  70. 70. Consequences and Discipline• Details about how your organization intends to handle violations of your social media policy
  71. 71. Thefrustrated expert
  72. 72. •What stands out for you?•What are the most important sections for your organization’s policy?
  73. 73. TIPS & REMINDERS
  74. 74. Involve social media users• Invite the people in your organization who use social media to comment on and contribute to your policy
  75. 75. Teach the policy • Don’t expect the document alone to work
  76. 76. Leave room for personality• Social networks are about personal connections – don’t undermine that
  77. 77. Don’t reinvent the wheel• Review other policies and borrow liberally• Good policies to look at: IBM, Oracle, Dell, Intel and Coca-Cola
  78. 78. Review the Policy Regularly • Things change quickly online!
  79. 79. Let Go!• You can’t always be in control
  80. 80. Questions THANK YOU!
  81. 81. Thank you for attending! Slides will be up on: out for more resources! Questions, feedback, comments? Email us at: Thank you