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Nonprofits Live: Online Privacy


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Wednesday, August 15 - In this first part of a series exploring the vast and timely topic, guests Alex Ross and Jacob Chang focus on social media policies in the workplace. They shared all the tips and resources you need to craft a suitable policy and educate your staff about their rights.

The WOMMA Guide to Disclosure in Social Media Marketing is a great resource to check out. Please visit, to download your own Social Media Marketing Disclosure Guide.

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Nonprofits Live: Online Privacy

  1. 1. Nonprofits Live: Online Privacy Featuring Jacob Chang and Alexandra Ross
  2. 2. Using ReadyTalk• Chat & raise hand• All lines are muted• If you lose your internet connection, reconnect using the link emailed to you.• If you lose your phone connection, re-dial the phone number and re-join.• ReadyTalk support: 800-843-9166 Your audio will play through your computer’s speakers.
  3. 3. You are being recorded…• This presentation recording will be available on the TechSoup website along with past webinar presentations:• You will receive a link to this presentation, material and links.• Twitter hashtag: #techsoup #nplive
  4. 4. Who is TechSoup?• TechSoup is a 501(c)(3) nonprofit organization.• As of June 2010, TechSoup served more than 127,000 organizations, distributed more than 6.3 million technology donations, and enabled nonprofit recipients to save more than $1.8 billion in IT expenses in 33 countries around the world.
  5. 5. PresentersMichael DeLong Jacob Chang Alexandra Ross TechSoup TechSoup Paragon Legal Facilitator Presenter Presenter Assisting with chat: Ale Bezdikian
  6. 6. Social Media Best Practices Image Area
  7. 7. comScore 2011 Survey“Top 10 Need-to-Knows about Social Networking and Where It’s Headed”
  8. 8. Tips for Personal Use of Social Media• Read the Privacy Policy before you join sites or download apps• Review Privacy Settings – Facebook (set to friends, limit sharing of info re apps, block ads) – Twitter – can set to private instead of public tweets• Review Permission Screens for Facebook apps (optional vs. required)• Use common sense (posts live forever)• Employment context – what to do if potential employer asks for your Facebook password – now illegal in some states (Illinois and Maryland, pending in California)
  9. 9. Social Media Policy• HR policy governing use of Social Media by employees• Online database of social media policies• Tie into other company policies regarding email, use of internet, confidentiality etc.• Topics to cover - policy applies to multi-media, social networking websites, blogsand wikis for both professional and personal use - whether or not use at work / on company equipment is permitted -postings should not disclose any information that is confidential orproprietary - if an employee comments on any aspect of the companys business
  10. 10. Social Media Policy -the disclaimer should be something like "the views expressed aremine alone and do not necessarily reflect the views of (your companiesname)”
 -employees should neither claim nor imply that they are speaking onthe companys behalf -internet postings should not include company logos or trademarksunless permission is asked for and granted -internet postings must respectcopyright, trademark, defamation, fair use, financial disclosure, and otherapplicable laws -no posts containing PII - information that allows a page visitor todetermine a poster’s identity or third party’s identity and that includes off-site contact information (e.g. name plus email, phone number, physicaladdress or other contact information; SS #, driver’s license number, creditcard number) -PR issues – reminder that employees should not speak to the mediaon company’s behalf
  11. 11. Social Media PolicyNational Labor Relations Board (NLRB) issues can be tricky• how to craft workplace social media policies that are consistent with the terms of the National Labor Relations Act (NLRA).• Section 7 of the NLRA provides employees with the right to engage in “concerted activities for the purpose of collective bargaining or other mutual aid or protection.”• Social Media policies that discourage the exercise of these rights may run afoul of the NLRA.• NLRB questions use of common social media policy provisions• Precise wording of the policy is critical to whether it is considered overbroad by the NLRB• Social media policies that distinguish between the prohibited behavior and concerted activities excluded by the policy, and that provide examples of each, would be more likely to withstand NLRB scrutiny• Legal review recommended
  12. 12. Special Rules for certain Social Media• All content posted must comply with all company policies as noted above, in addition to the Terms of Use and Privacy Policy of each Social Media site.• Twitter -Account Name. If tweeting on behalf of the company, nameshould reflect that (e.g. @AvonAmy). Post list on company website ofemployees tweeting on behalf of the company. -Company Assets. It should be clear that the twitter account is acompany asset. If the associate tweeting on behalf of the companyshould leave, they will need to leave their account behind as well. -Email Address. Company twitter accounts should be used with acompany email address ( Business email addresses shouldnot be used for personal social media accounts. -may wish to require employees to “verify” their Twitteraccounts
  13. 13. Special Rules for certain Social Media• Facebook -Before allowing employee use of Facebook for business, implementprocess to coordinate with Social Media team -Official company site vs. personal pages of employees (personalprofiles or groups should not be used for commercial purposes)• Pinterest -Since images on Pinterest aren’t usually created by the pinner, thereare copyright considerations. Pinterest does not ask users to considerpermissions before each "pin," aiming to make the user experience seamless. -employees that pin content should confirm they own all rights tothe images and that repinning would be an accepted use
  14. 14. Special Rules for certain Social Media• YouTube -copyright concerns re posting or using thirdparty video content without permission.] - for consistency and authenticationencourage use of the "network" template whereemployee channels can link to official corporatechannels
  15. 15. Social Media to promote your business
  16. 16. Social Media Review- Framework and ApproachSample components of social media activity and key business objectives as it relates to strategy, operations, reporting, compliance and information technology maturity. Planning & Metrics & InformationStrategy Compliance Operations Reporting Technology The Social Media Ensure integrity Strategy is aligned Processes and Relevant metrics, and The organizations associated financial/ actions related to and security of with the overall procedures have corporate corporate goals and been implemented operational reports social media comply have been with all applicable information objectives and has a to ensure the systems in order to supporting successful execution established to ensure federal and local successful regulatory issues; as maintain a positive governance of the social media brand through the structure and plan plan implementation and well as internal use of social media policies use of social media of execution
  17. 17. Social Media 5Maturity Model 4 Transformational • The organization Functional has moved into a 3 collaborative network that • SM is applied for a Experimental creates new value specific purpose through the use of • SM is executed SM. 2 • Departments set up where activities can • SM application be a value-add independent development Ad Hoc initiatives initiatives, work in • ‘Crowdsourcing’ is • Key dept’s, are silos leveraged 1 • Developing needs active on a SM • SM is fully • Individual platform for SM strategy and integrated into the Pre-Social employees/teams • Formal SM policy policy strategy and use social media on • Defined procedures • No structure for processes, enabling their own for moderating answering and the organization to • Have not yet tried • No social media conversations responding take the lead in to do anything in strategy or policy • Clear and • Have not put in the exploiting the Social Web. • Team is meaningful investment to really opportunities • Don’t have a page communicating on conversations with start meaningful • Social media on Facebook or any social platform but customers conversations with influencers are other Social customers can not • SM is utilized for their customers. leveraged to network. interact with value add activities • Team is improve reach and • No current plan or company such as public communicating on engagement strategy to engage • Customers can not relations or social platform but with social media in interact with each customer service not fully engaged the near future other and research . with customers • Collaboration among departments Tactical Strategic
  18. 18. Social Media PlanningGoals – identify the goals that are unique to the applications and the departmentor market• Channels – identify the channels that will be used• Engagement – include specifics on the level of engagement. For example, will social media be used to listen, share information, comment on other content, or create original content such as blog post or podcast.• Staffing and Funding – define resource requirements in order to support the social media plan• Metrics – identify the relevant metrics that support the goals• Social Media Policies – define the rules of engagement for social media use• Training curriculum for associates
  19. 19. Social Media Monitoring• Determine the best opportunities to impact business objectives such as identifying areas of risk or unique issues (e.g customer service, PR)• Identify what you need to know to make an impact on the business objectives. (e.g.if the objective is to build a pipeline of professional level associates, determine who are the current thought leaders are in the industry, who is engaged in the conversation and how their thoughts are relevant to the type of people you are seeking)• Identify who will be in the conversation• Determine where the most meaningful conversations are most likely to occur• Understand who in the organization is in the best position to gain actionable• insights from the listening activities• Determine which tools will be best able to help you listen and collect the right information.
  20. 20. Social Media Monitoring and Control ToolsInternal – teams or social media managers that are trained to review and pullcontent based on certain guidelines and escalation paths. In somecases, legal, HR, PR may need to review and approve before content ispulled.Efficiencies can be gained by determining how tools that monitor and controlsocial media (eg Radian6) fit into broader information governance.-Radian6 gathers the discussions happening online and gives businesses theability to analyze, manage, track, and report on their social media monitoringand engagement efforts. Radian6 provides the social media monitoringplatform for marketing, communications and customer supportprofessionals.
  21. 21. eDiscovery and Retention RequirementsAlthough there are some specific laws and regulations, such as the SEC Rule 17a-4, thatapply to certain verticals that make the governance of social media relatively easy, formost other businesses, there are no clear rules.When it comes to retention many companies keep data as the default option, becauseit is easy.Retaining masses of social media content will lead to the same issues as e-mail has: bigstorage bills, difficulties in information retrieval and legal headaches.Make rational retention decisions, based first on applicable laws and regulations wherethey exist and then common sense business needs.
  22. 22. Questions?Alexandra Rossaaross25@gmail.comJacob Changjchang@techsoupglobal.orgMichael
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