Social media policy family services ottawa


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A presentation about Family Services Ottawa's new social media policy, plus some Social Media 101 information.

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Social media policy family services ottawa

  1. 1. Family Services à la Famille Ottawa Social Media June 23, 2011<br />
  2. 2. Social Media at FSFO<br /><ul><li>Intent of social media
  3. 3. Social media are meant to “engage” and be a two-way conversation
  4. 4. Same level of risk as sending out a news release, but goes directly to individuals
  5. 5. Generally used for sharing info/promoting/creating communities of interest/raising profile
  6. 6. Purpose at FSFO
  7. 7. Enhance services provision
  8. 8. Building community
  9. 9. Knowledge transfer
  10. 10. Social action/advocacy
  11. 11. Agency and programs/services promotion</li></li></ul><li>Social media principles<br /><ul><li></li></li></ul><li>FSFO Social Media Policy<br /><ul><li>Policy developed to guide the use/introduction of FSFO social media channels
  12. 12. Also guides the use of and contribution to external social media channels by FSFO staff
  13. 13. Employees are accountable for the content they post on social media sites (FSFO and others)
  14. 14. Executive Director – sole authority to determine which programs/services use social media channels, staff members responsible and allocated resources
  15. 15. Purpose, resources, responsibilities and expectations to be established in writing prior to introduction of new FSFO social media channels
  16. 16. Client and staff confidentiality must be protected at all times</li></li></ul><li>FSFO Social Media Policy (cont’d)<br /><ul><li>All content on social media sites must be relevant to the agency, its programs and services
  17. 17. Names, passwords, account info managed by FSO’s technology coordinator
  18. 18. Profiles will link back to FSFO and be consistent with the brand (e.g., @Tim_FSFO)
  19. 19. Approved staff will identify themselves as employees of FSFO
  20. 20. Images of individuals (stills and video) will be used with appropriate written permissions
  21. 21. Profiles should include disclaimers noting that views expressed do not necessarily represent those of the agency (e.g., “my views are my own”) </li></li></ul><li>
  22. 22. FSFO Social Media Policy (cont’d)<br /><ul><li>Channels will avoid endorsements, advertisements, sponsorship (does not apply to Facebook “likes”; Retweets – to be discussed later)
  23. 23. FSFO reserves the right to delete submissions that contain content that is not consistent with the agency (vulgar, personal attacks, offensive comments)
  24. 24. Escalation for problems/concerns – first to program area supervisor, if necessary supervisor to Executive Director
  25. 25. Rules of engagement</li></li></ul><li>
  26. 26. Personal use of social media<br /><ul><li>All employees can participate in social media, using own computers, on own time
  27. 27. Never post or create anything that would be potentially embarrassing or offensive for FSFO
  28. 28. Those easily seen to represent FSFO are expected to consider that relationship and take precautions to ensure activities reflect positively on the agency.
  29. 29. Policy violations will be subject to disciplinary action, up to and including termination for cause</li></li></ul><li>Social media 101<br />
  30. 30. 101<br /><ul><li>Used to share knowledge/info, promote programs
  31. 31. Short statements, including hyperlinks to more information
  32. 32. Not applicable to all audiences</li></li></ul><li> 101<br />
  33. 33. 101<br /><ul><li>Getting started:
  34. 34. Set up personal account, photo/logo, profile
  35. 35. Follow the right people/orgs to get the best, most relevant information (e.g., politicians, researchers, clients, peers) [Tip, look at who your influencers are following and then follow some of those people]
  36. 36. Find a tool you like (iGoogle, Hootsuite, Tweetdeck) to help you manage Twitter
  37. 37. Set up searches/mentions
  38. 38. Lurk - get to know the lingo, see what people are posting/sharing
  39. 39. Retweet a few things
  40. 40. Reply to someone
  41. 41. Remember:
  42. 42. Profile should include a disclaimer “My tweets are my own.”
  43. 43. Once a tweet is out there, anyone can share it; you can delete it, but it will remain on the feed
  44. 44. People will use Twitter to communicate with you; it needs to be monitored; responses are public unless you do a Direct Message (great way to disseminate clarifications quickly; dangerous for privacy)</li></li></ul><li> 101<br /><ul><li>Used to share information, promote programs/events/activities, engage your communities, gather feedback and insights from clients/stakeholders
  45. 45. Can create events, ask for donations, ask questions and create polls, start discussions, send links to FSFO website, “like” other organizations
  46. 46. When you post info, it shows up in all your fans’ news streams (their home page on Facebook).
  47. 47. If a “fan” likes you, all their friends get a notification
  48. 48. Remember:
  49. 49. When you update your status, everyone sees it
  50. 50. If you post photos, everyone sees them (need permissions)
  51. 51. If you comment on someone’s comment, everyone who has commented sees your comment
  52. 52. People will use Facebook to communicate with you; it needs to be monitored and comments need to be acknowledged, if applicable
  53. 53. If you “like” an organization, it shows up on your profile; only “like” official partners</li></li></ul><li> 101<br />
  54. 54. Blogs 101<br /><ul><li>Writing a blog
  55. 55. Can be written by various people – different voices, but make sure to identify the writer; use an informal tone
  56. 56. Great way to share opinions (thought leadership); provide additional information on a program/event; comment on current affairs, studies, policy; engage your readers and ask for feedback on ideas/policies/potential programs
  57. 57. Use photos/videos, link to other blogs/studies/websites – make it visually interesting
  58. 58. Remember: keep the language neutral; refer to the Guidelines
  59. 59. Responding to comments on your blogs
  60. 60. Make sure to keep track of comments and to engage with your readers (respond)
  61. 61. Example:
  62. 62. Negative comments are okay (remember Rules of Engagement); clarify erroneous information; add links to additional info if necessary; delete posts that do not respect Guidelines (link to Guidelines from your blog to help you justify)
  63. 63. Commenting on other people’s blogs
  64. 64. Great way to build your own profile and thought leadership
  65. 65. Remember to respect the Guidelines when commenting </li></li></ul><li>Social bookmarking sites 101<br /><ul><li>Bookmark websites, articles, stories, pictures, videos
  66. 66. Share them publically by sending out a URL to your bookmarking page
  67. 67. People can sign up for updates whenever you add a new link
  68. 68. Tag articles/links based on the content (e.g., children, adoption, etc.)
  69. 69. Add a link to your home page, Facebook page, email signature
  70. 70. Value for your stakeholders, clients, colleagues</li></li></ul><li>Social bookmarking sites 101<br /><ul><li></li></li></ul><li><ul><li>Used to post video (have your videos hosted on YouTube rather than your website)
  71. 71. Very shareable/easy for people to find
  72. 72. Create your own channels e.g., FSFO Channel
  73. 73. Embed the video on your Facebook page; link to a video from Twitter
  74. 74. People can “like” or share your videos
  75. 75. Keep in mind the Guidelines
  76. 76. Examples of uses for video/animation:
  77. 77. capture/share events
  78. 78. share news stories about FSFO
  79. 79. create promotional or instructional videos (hope for viral)
  80. 80. PR campaigns
  81. 81. public service announcements</li></li></ul><li><ul><li>If Facebook is the bar, then LinkedIn is the office…
  82. 82. Professional network – think of it as your professional association
  83. 83. Used to connect with peers and colleagues
  84. 84. Your profile is your CV
  85. 85. Post updates/include your Twitter feed/share links and information
  86. 86. Get value from belonging to groups and sharing information/asking questions
  87. 87. Value on a personal basis or for networking with or meeting new professionals in your sector</li></li></ul><li>
  88. 88. Tools of the trade<br />
  89. 89. iGoogle<br />
  90. 90.
  91. 91.
  92. 92.<br />