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BUILDING SMART
SOCIAL MEDIA POLICIES
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
today’s session
INTRODUCTIONS
•
WHY SOCIAL MEDIA REQUIRES
POLICY + GOVERNANCE
•
BREAKOUTS
•
REPORTING BACK
•
QUESTIONS
BUI...
Hello, there.
ASHLEY LUSK
Social Media Lead
@arlusk
+
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
tweet
# SocialBrownBag
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
Your work is challenging.
Your hours are long.
Your resources are few.
But, your mission is real.
BUILDING SMART SOCIAL ME...
Social media is a powerful tool.
It brings you face-to-face
with the people who care most
about your cause.
BUILDING SMART...
??So, why aren’t you protecting it?
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
Social Media
Policies
Protect you, your
organization and
your employees.
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWN...
CRAFTING SUCCESSFUL
SOCIAL MEDIA POLICIES
Clarify
Community
GuidelinesCraft a
Governance
Strategy
Develop
Social
Media
Pol...
Social Media Policy:
The expectations for how your employees should engage on social
media, both professionally and person...
THE PURPOSE OF A SOCIAL MEDIA POLICY:
MANAGE RISK AND CULTIVATE VOICES
Clarify
Community
GuidelinesCraft a
Governance
Stra...
Internal policies help guide associates’ interactions with social
media, both personally and professionally. An organizati...
h"p://3spot.us/1jaRk3Z	
  
SOCIAL MEDIA POLICY - BEST IN CLASS
National Public Radio
BUILDING SMART SOCIAL MEDIA POLICIES ...
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
“Countless conversations take place about Coca-Cola every day, and
we want our Company’s more than 150,000 associates…to j...
1.  What is the organization’s philosophy on social media?
2.  How should associates interact with social media? Is it wel...
THE PURPOSE OF A GOVERNANCE STRATEGY:
LEAD THE CONVERSATION
Clarify
Community
GuidelinesCraft a
Governance
Strategy
Develo...
Governance policies help to define expectations, grant power or
verify the performance of your organization’s social media
...
GOVERNANCE STRATEGY - BEST IN CLASS
American Red Cross
“Meet, serve, steward your community where they spend time.”
BUILDI...
1.  What is your organization’s social media strategy?
2.  Who is authorized to post to social media on behalf of your org...
THE PURPOSE OF COMMUNITY GUIDELINES:
PROTECT YOUR BRAND + PEOPLE
Clarify
Community
GuidelinesCraft a
Governance
Strategy D...
Community Guidelines set expectations for how users,
constituents and volunteers external to your organization
should enga...
COMMUNITY GUIDELINES
We the People
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
COMMUNITY GUIDELINES - YMCA
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
•  Communicate social media and digital communication policies clearly at
the beginning of the employment relationship.
• ...
A FEW POLICY DO’S & DON’TS
DON’T
•  Ask employees to provide login credentials for their personal social
media accounts.
•...
BREAKOUTS
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
BREAKOUTS
•  Tara, a forward-thinking
employee, opens a social
media account in support of
her role at your
organization. ...
REPORTING BACK
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
Questions
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
Curated Pinterest board of social media policies:
http://bit.ly/1q0Zte5
Idealware social media policy development workbook...
National Labor Relations Board Fact Sheet on Social Media:
http://1.usa.gov/1kU9Xbq
Federal Trade Commission Disclosure Gu...
.
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Building Smart Social Media Policies

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Recommendations and best practices for creating internal and legal guidelines that help establish your organization's social media foundation.

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Building Smart Social Media Policies

  1. 1. BUILDING SMART SOCIAL MEDIA POLICIES BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  2. 2. today’s session INTRODUCTIONS • WHY SOCIAL MEDIA REQUIRES POLICY + GOVERNANCE • BREAKOUTS • REPORTING BACK • QUESTIONS BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  3. 3. Hello, there. ASHLEY LUSK Social Media Lead @arlusk + BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  4. 4. tweet # SocialBrownBag BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  5. 5. Your work is challenging. Your hours are long. Your resources are few. But, your mission is real. BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  6. 6. Social media is a powerful tool. It brings you face-to-face with the people who care most about your cause. BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  7. 7. ??So, why aren’t you protecting it? BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  8. 8. Social Media Policies Protect you, your organization and your employees. BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  9. 9. CRAFTING SUCCESSFUL SOCIAL MEDIA POLICIES Clarify Community GuidelinesCraft a Governance Strategy Develop Social Media Policies BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  10. 10. Social Media Policy: The expectations for how your employees should engage on social media, both professionally and personally. Governance Strategy: Helps to define expectations, grants power to community managers and spokespeople, and verifies the performance of your organization’s social media strategy. Community Guidelines: The expectations for how users, constituents, volunteers external to your organization should interact with your organization on social media. SETTING STANDARDS TYPES OF SOCIAL MEDIA POLICIES BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  11. 11. THE PURPOSE OF A SOCIAL MEDIA POLICY: MANAGE RISK AND CULTIVATE VOICES Clarify Community GuidelinesCraft a Governance Strategy BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG Develop Social Media Policies
  12. 12. Internal policies help guide associates’ interactions with social media, both personally and professionally. An organization that truly cultivates social media community among their associates will not only invite them to participate in the conversation, but also arm them with the tools and resources needed to serve as productive advocates for your mission. SOCIAL MEDIA POLICY MANAGE RISK AND CULTIVATE VOICES BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  13. 13. h"p://3spot.us/1jaRk3Z   SOCIAL MEDIA POLICY - BEST IN CLASS National Public Radio BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG http://3spot.us/1jaRk3Z
  14. 14. BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  15. 15. BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  16. 16. “Countless conversations take place about Coca-Cola every day, and we want our Company’s more than 150,000 associates…to join those conversations, represent our Company, and share the optimistic and positive spirits of our brand.” – Coca-Cola, Social Media Principles SOCIAL MEDIA POLICY SHARE YOUR COMMITTMENT BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  17. 17. 1.  What is the organization’s philosophy on social media? 2.  How should associates interact with social media? Is it welcomed? 3.  Can employees identify themselves as part of the organization? If so, in what ways? 4.  Can employees be on social media during working hours? 5.  Can and how should employees engage with constituents on social media? 6.  What should an employee do if they make a mistake on social media? 7.  What are behaviors that will not be tolerated? What are consequences for violation? 8.  Add’l considerations: Posting about children? Sensitive or confidential information? 9.  Guidelines for copyright and fair use of images and media. 10.  Who owns a social media presence started on behalf of the company? SOCIAL MEDIA POLICY 10 THINGS YOUR SOCIAL MEDIA POLICY SHOULD ADDRESS BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  18. 18. THE PURPOSE OF A GOVERNANCE STRATEGY: LEAD THE CONVERSATION Clarify Community GuidelinesCraft a Governance Strategy Develop Social Media Policies BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  19. 19. Governance policies help to define expectations, grant power or verify the performance of your organization’s social media strategy. This is an ideal opportunity to establish your organization’s voice and tone in the digital space. GOVERNANCE STRATEGY LEAD THE CONVERSATION BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  20. 20. GOVERNANCE STRATEGY - BEST IN CLASS American Red Cross “Meet, serve, steward your community where they spend time.” BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG http://3spot.us/1fLgT7p
  21. 21. 1.  What is your organization’s social media strategy? 2.  Who is authorized to post to social media on behalf of your organization? 3.  How should associates/spokespeople respond to inquires or replies received through social media? 4.  What happens if a mistake is made on the organization’s social media platforms? What is the escalation plan? 5.  Are there recommended tools or training for people interested in social media? GOVERNANCE POLICY 5 THINGS YOUR GOVERNANCE POLICY SHOULD ADDRESS BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  22. 22. THE PURPOSE OF COMMUNITY GUIDELINES: PROTECT YOUR BRAND + PEOPLE Clarify Community GuidelinesCraft a Governance Strategy Develop Internal Policies BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  23. 23. Community Guidelines set expectations for how users, constituents and volunteers external to your organization should engage in your social media communities. It protects your staff and your online community from digital harassment. COMMUNITY GUIDELINES ENGINEERING COMMUNITY BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  24. 24. COMMUNITY GUIDELINES We the People BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  25. 25. COMMUNITY GUIDELINES - YMCA BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  26. 26. •  Communicate social media and digital communication policies clearly at the beginning of the employment relationship. •  Work with your lawyer to draft a social media policy that is narrowly tailored to your organization’s needs, and does not violate the National Labor Relations Act, which protects the rights of employees to engage in “concerted action” for mutual aid and protection, including discussing working conditions online. •  Update all employee policies to reflect the realities of their presence and interactions in the digital space. •  Reflect on your organization’s special circumstances. Do you need policies for photographing children? Should staff understand COPPA? A FEW POLICY DO’S & DON’TS DO BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  27. 27. A FEW POLICY DO’S & DON’TS DON’T •  Ask employees to provide login credentials for their personal social media accounts. •  Use an individual employee’s name as the account name on any social media account belonging to the organization. •  Adopt policies that violate the terms of use of applicable social media platforms or the National Labor Relations Act. •  Present social media policies that are layered in legalese. Make it easy for your associates to understand their boundaries, guidelines and opportunities. BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  28. 28. BREAKOUTS BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  29. 29. BREAKOUTS •  Tara, a forward-thinking employee, opens a social media account in support of her role at your organization. The handle is @Tara_YourOrg. •  After a few years of building her social media presence and more than 10,000 followers, Tara leaves the organization. •  According to your social media policy, who owns the Twitter handle + followers? •  Kara is long-time associate of your organization. She’s passionate and dedicated to your mission. •  One afternoon she comes across an article on CNN.com where a commenter mentions your organization and describes negative and factually inaccurate data. •  She wants to respond. According to your policy, can she? •  James is a a dedicated associate who manages your social media accounts in addition to an active personal Twitter feed. •  One night, James has too much to drink and accidentally sends a sloppy message meant for his personal account, to the organizational account. •  According to your social media policy, what happens next? Situation 1 Situation 2 Situation 3 BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  30. 30. REPORTING BACK BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  31. 31. Questions BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  32. 32. Curated Pinterest board of social media policies: http://bit.ly/1q0Zte5 Idealware social media policy development workbook: http://bit.ly/1lwxan3 NLRB-approved sample social media policy: http://gt-us.co/1kuQMIa Big list of 100+ social media policies: http://bit.ly/1fXQ5na Social Media Escalation Plan/Crisis Management: http://3spot.us/1fmaMMa TOOLKIT SOCIAL MEDIA POLICY RESOURCES BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  33. 33. National Labor Relations Board Fact Sheet on Social Media: http://1.usa.gov/1kU9Xbq Federal Trade Commission Disclosure Guidelines: http://1.usa.gov/1mSElHW Federal Trade Commission Guidance on Endorsements: http://1.usa.gov/1i3KSZW Federal Trade Commission Q&A on the Children’s Online Privacy Protection Act: http://1.usa.gov/1n7gdxU New York Attorney General’s Cause Marketing Guidelines: http://bit.ly/1eRosfv TOOLKIT SOCIAL MEDIA LEGAL RESOURCES BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
  34. 34. .

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