Developing a Social Media
Policy for a Community Health
Centre… Preamble
November 5, 2010
What is Social Media?
• Social media are media for social interaction, using
highly accessible and scalable publishing tec...
Facebook, eh?
• 16 million Canadians spend no less than one hour
a day on Facebook
• In the 34 – 44 age group, 67% are par...
November 3, 2010
London Free Press
• Canada has the heaviest Facebook profile penetration in the world
• Facebook users ar...
A Short Video: Did You Know?
http://www.youtube.com/watch?v=6ILQrUrEWe8
Why?
“Banning access to social media
is not a policy,
it’s a pipe dream.”
Why?
• Many people still have difficulty
understanding the full depth and breadth
of London InterCommunity Health
Centre’s...
Why?
• More people will encounter us online than
in person and our websites and social
media presence will play an increas...
Why?
• Participation in online communities can promote
better communication with our colleagues, partners,
funders, the ge...
What Does our Policy
Need to Include?
• We need a social media policy that is informative
and provides pragmatic participa...
Sample Content
• Clear guidelines about what employees
may and may not say
• Branding information
• Rules of engagement
• ...
End Result
• A reference document that supports
employees in their use of social media
and which helps them to communicate...
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Building a CHC Social Media Policy/Guide - London InterCommunity Health Centre

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Building a CHC Social Media Policy/Guide - London InterCommunity Health Centre

  1. 1. Developing a Social Media Policy for a Community Health Centre… Preamble November 5, 2010
  2. 2. What is Social Media? • Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web-based technologies to turn communication into interactive dialogues. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user- generated content."
  3. 3. Facebook, eh? • 16 million Canadians spend no less than one hour a day on Facebook • In the 34 – 44 age group, 67% are parents, 58% use it more than email and 56% use it more than cell phones • Of 18 – 24 year olds, 82% use it more than email and 49% use it more than cell phones
  4. 4. November 3, 2010 London Free Press • Canada has the heaviest Facebook profile penetration in the world • Facebook users are making connections with public entities three times faster than they are with traditional friends. • Research group Nielsen found that Facebook users are 68% more likely to remember seeing an advertisement if it’s shared by a friend. They were 100% more likely to remember the message in the advertisement and 300% more likely to purchase the product. • “Facebook is effective word of mouth marketing. And for the very first time you can do it to scale,” • Starbucks for instance has roughly 2.7 million hits on its corporate website per month whereas its corporate Facebook page gets 16.3 million hits per month.
  5. 5. A Short Video: Did You Know? http://www.youtube.com/watch?v=6ILQrUrEWe8
  6. 6. Why? “Banning access to social media is not a policy, it’s a pipe dream.”
  7. 7. Why? • Many people still have difficulty understanding the full depth and breadth of London InterCommunity Health Centre’s programs / services / mandate.
  8. 8. Why? • More people will encounter us online than in person and our websites and social media presence will play an increasingly strong role in influencing perceptions of our “brand.” • (We get about 1300+ unique visitors to our website each month)
  9. 9. Why? • Participation in online communities can promote better communication with our colleagues, partners, funders, the general public, traditional and non- traditional media and other community stakeholders. • If we are truly an adaptive organization that is externally focused, we must adopt solutions that help us communicate effectively and efficiently.
  10. 10. What Does our Policy Need to Include? • We need a social media policy that is informative and provides pragmatic participation guidelines. • Internal component: guidelines for employees participating in online communities hosted by our agencies or other agencies • External component: guidelines for individuals posting to our platform • Basic do’s and don’ts… our code of ethics online
  11. 11. Sample Content • Clear guidelines about what employees may and may not say • Branding information • Rules of engagement • Transparency
  12. 12. End Result • A reference document that supports employees in their use of social media and which helps them to communicate our key messages effectively.

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