You Said What About Us on Facebook?


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Lisa C. Burns, CFRE and David Tinker, CFRE's presentation on social media policies at nonprofit organizations. Presented at the AFP Greater Houston Chapter on 1/18/13.

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  • Avoid - Illegal, threatening, harassing, libel, slander Privacy – theirs and yours
  • Avoid - Illegal, threatening, harassing, libel, slander Privacy – theirs and yours
  • Avoid - Illegal, threatening, harassing, libel, slander Privacy – theirs and yours
  • 72% of employees are exposing valuable data via social media –
  • You Said What About Us on Facebook?

    1. 1. 1
    2. 2. You Said WHAT About Us on Facebook? Why Your Organization Needs a Social Media Policy January 18, 2013 AFP Greater HoustonLisa Chmiola Burns, CFRE Dave Tinker, CFREUniversity of Houston ACHIEVACollege of Technology @davethecfre@lisacburns
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    4. 4. 4
    5. 5. What We’ll Go Over• Define Social Media & Social Networking• How Social Media Impacts Your Group• What is a Social Media Policy• What a Social Media Policy Looks Like• Train and implement• Online Resources 5
    6. 6. Definition• What is Social Media? o A group of applications that allow for user generated content• What is Social Networking? o Placing individuals into specific groups connected by a common interest 6
    7. 7. The Price Is Right!• Guess the correct social media statistic• The contestant who is the closest without going over wins! 7
    8. 8. The Price Is Right!• What percent of all time spent online is spent on social media sites?• 18%• Worldwide, more than 50% of people who connect to social media do so by mobile device; in U.S., it’s 30%• Social networking sites reach 1.2 billion people = 82% of people online• 1 in 6 minutes online is spent on social networking sites Sources: Mashable, The Next Web, comScore, AdWeek 8
    9. 9. The Price Is Right!• Facebook has how many active users? (Hint: it’s more than 100 million)• 1 billion• The average Facebook user spends 7 hours a month on the site• Average user connected to 80 groups, events and community pages• 300 million photos uploaded daily Sources: Facebook, Mashable, The Social Skinny, Gizmodo 9
    10. 10. The Price Is Right!• How many million Tweets are sent per day?• Over 400 million• Twitter has 640 million users worldwide; • 72 million active• 400 million Tweets = 21+ million pages of text Sources: Media Bistro, Mashable 10
    11. 11. “It (Ushahidi) is only 10% of the solution. The other 90% is up to the people and organisations using the platform.” Ory Okollon, founder of Ushahidi (nonprofit providing software for information collection) 11
    12. 12. 12
    13. 13. More or Less!• Listen to the social media impact statistic• Guess whether the correct answer is more or less! 13
    14. 14. More or Less! • Of 137 countries surveyed, 100 reported Facebook as the leading social network (most users) • MORE: 127 countriesSources: Alexa traffic (December 2012),via VincosBlog 14
    15. 15. More or Less!• Asia has the most Facebook users, with 300 million • LESS: Asia has 278 million • Europe with 251 million • North America with 243 millionSources: Alexa traffic (December 2012), via VincosBlog 15
    16. 16. “We’re still in the process of picking ourselves up off thefloor after witnessing firsthand the fact that a 16-year-oldYouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage has over 5 months.” Michael J. Fox 16
    17. 17. A look at usage in development: CASE• It’s not just Facebook o While 96% of survey respondents are on FB, 80% have Twitter accounts, 73% use You Tube and 68% manage groups on LinkedIn o 17% are experimenting with geosocial (location-based) services such as Foursquare 17
    18. 18. A look at usage in development: CASE• It’s likely managed outside the development office o 74% of institutions surveyed stated communications/public relations staff are responsible for creating, monitoring and enforcing social media policy o This compares to 18% reporting development staff involvement 18
    19. 19. A look at usage in development: CASE• It’s emerging in campaign strategy o 50% of respondents reported social media usage in campaigns o Uses include event attendance promotion, matching gift challenges and online contests Source: Third Annual Survey of Social Media in Advancement conducted by the Council for Advancement and Support of Education, mStoner, and Slover Linett Strategies 19
    20. 20. Impact • LGBT awareness campaign raised more than $100k from more than 2,500 grassroots contributors • This is in addition to more than 50,000 videos uploaded and viewed more than 50 million times 20
    21. 21. Policies…Why You Need One• Use by employees, volunteers, consultants, and people you serve• Impact on marketing and brand, fundraising, and awareness• NPOs of all sizes need a policy• Avoid Claims 21
    22. 22. What is a Social Media Policy? • What it is: o It sets expectations and boundaries o Operational guidelines for people who o use social media in their job • What it is not: o Static 22
    23. 23. Components of Social Media Policy• Define social media• Identify that you have concerns and interests• Tell people what to avoid• Remind people to protect privacy• State how it’s related to other agency policies• Logos, photos, videos• ‘Friending’ clients, co-workers• How to engage others 23
    24. 24. Social Media Policy Examples• Carnegie Mellon University ( multimedia/socialmediaguidelines.pdf) o Remember your audience – encourages users to interact with users posting to sites, keep the goal and audience in mind, and consider frequency of posts for each social media channel• YMCA Houston ( o Includes statements regarding sharing of content by users, including the user having permission of those featured in photographs to post (particularly permission of parents/guardians for children featured) 24
    25. 25. Social Media Policy Examples (contd)• American Red Cross ( ePB9tl0gAZIGU_lOJrxpOKNpcxBXZaslL-LhY1OwIY) o Includes discussion of balancing personal and professional lives online, stating “the social media team will see all mentions of the Red Cross online and may contact you…”• University of Texas at Austin ( o Includes sets of guidelines for both faculty/staff and managers of social media sites o Encourages all sites to include an approved “Contribute Now” button, available from Office of Development 25
    26. 26. Don’t Have One?• Can lead to o Leaks and Exposure o Badmouthing o Someone else speaking on your behalf• Fear Not…It’s Not Too Late 26
    27. 27. Social Media Policy Guidelines• In 2010 AFP International crafted guidelines for members of o AFP o ASAE o NTEN and o The DMA, Nonprofit Federation• Results were released in late 2010 o 27
    28. 28. Policies at Your Organization• There are ways to protect your organization before and after a situation arises o Before:  Employee Handbook  Internet Usage Policy  Employee Communication Policy  Social Media Policy o After:  Insurance Coverage (General Liability, Professional Liability, Directors & Officers, Employment Practices, Internet Liability)  Damage Control 28
    29. 29. Handbooks And Training• Employee Handbooks can include policies and procedures for Internet Usage, Employee Communication and Online Social Media.• They can be tailored specifically for your organizations operations and exposures and can also include volunteers.• Training is equally important! 29
    30. 30. Online Tools to Help You• AFP Social Media Guidelines-• Beth Kanter’s list –• National Labor Relations Board -• Social Media Policy Samples - 30
    31. 31. Let’s Create our Own Policy• PolicyTool - 31
    32. 32. What We Discussed• Define Social Media & Social Networking• How Social Media Impacts Your Organization• What is a Social Media Policy• What a Social Media Policy Looks Like• Online Resources 32
    33. 33. Questions? 33
    34. 34. Peep you in San Diego! 34
    35. 35. Feel Free to Contact Us!Lisa Chmiola Burns, CFRE Dave Tinker, CFREDirector of Development Vice President ofDevelopmentUniversity of Houston ACHIEVACollege of Technology 711 Bingham Street300 Technology Building Pittsburgh, PA 15203Houston, Texas 77204-4021 (412) 995-5000(713) 743-4886 @davethecfre@lisacburns 35