Social Media Success: Purpose, Plans, Policy


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Colorado Behavioral Healthcare Council Conference 2013

Join in this workshop to learn the purpose and value of social media to better serve your mission and stakeholders. Participants will learn social media strategy, planning, and policy fundamentals to serve organizational goals. You will leave with critical building blocks for using social media including how HIPAA impacts implementation and policies.

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  • Why planMap for activitiesExplain why you are using social mediaMeasurementClear guidelines, expectationsOther?
  • Cost – Care2 determined that its per-friend acquisition cost on MySpace was $12.27Rinse and repeat
  • Social Media Success: Purpose, Plans, Policy

    1. 1. SOCIAL MEDIA SUCCESS: PURPOSE, PLANS, POLICY Emily Davis, MNM, CGT EDA Consulting LLC @edaconsulting #nextgendonors
    2. 2. TURN ON YOUR TECH Follow the conversation… @edaconsulting #socialmedia #fundraising #philanthropy #nonprofit 9/27/13
    3. 3. WHO AM I? Nonprofit professional Founder Board member AFP Author MNM 21/64 Consultant BoardSource CGT Late adopter Translator emilydavisconsulting.com9/27/13
    4. 4. 30 Second Challenge  Your name, organization, title/role  One social media tool you are using organizationally  One question about using social media 9/27/13
    5. 5. UNDERSTANDING SOCIAL NETWORKS “Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts. Networked Nonprofits also know how to identify, reach, and cultivate the influencers in their social networks, which is the key to growing very big quickly and inexpensively.” (Fine and Kanter, 2010)9/27/13
    6. 6. WHAT ARE YOU SCARED OF? 9/27/13
    7. 7. WHAT STINKS ABOUT SOCIAL MEDIA? Loss of control Time investment (training, maintenance) New communication structure Ideas and opinions that are shared may change over time Getting staff/board investment in new technology9/27/13
    8. 8. Additional tool Recruitment, cultivation, STEWARDSHIP Build relationships Tell your story Transparency Get feedback Cost effective & green Quick & easy! 9/27/13
    9. 9. SOCIAL MEDIA LIFECYCLE 9/27/13
    10. 10. CRAWL CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS  Not using social media consistently  Resistant to change  Struggle with control  Need basic marketing plan (i.e. branding, print materials, online outreach, etc.)  Leadership-driven change in culture to adopt online engagement 1. Develop communications strategy (audience, goals & objectives, etc.) 1. Listen & develop online presences 1. Leadership initiated discussion about engagement 9/27/13
    11. 11. WALK CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS  Using 1 or more social media platforms, but not consistently  Online presence connected to marketing goals  Learn & use best practices  Focus on 1 – 2 social media platforms  Need to link to campaign, program(s), objective(s)  Need to identify audiences  Collect data for measurement 1. Low-risk pilot program to demonstrate ROI 1. Build implementation capacity internally 1. Create/revise social media policy 1. Integrate and document measurement data 9/27/13
    12. 12. RUN CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS  Strategic use of multiple social media tools  Part time or full time staff for digital communications  Board using social media in governance  Social media usage integrated throughout org  Has developed relationships & technology integration  Need more sophisticated measurement tools  Find ways to increase more involvement from staff across the organization 1. Social media staff trains & coaches other org staff 1. Research more sophisticated measurement data, tools, and processes 1. Evaluate, revise strategies 1. Share success stories with other orgs 9/27/13
    13. 13. FLY CHARACTERISTICS  Embracing culture of learning  Use social media data to help the leadership guide decisions  Demonstrate clear and compelling results  Networked with other organizations showing similar success  Internalized social media communication best practices including:  Strategy  Implementation  Integration  Evaluation 9/27/13
    14. 14. “This is not the first time that nonprofit organizations and fundraisers have had to adapt to new technologies. The radio, television, newspapers, telephones, fax machine, and direct mail have all affected how we raise money. Some of the new methods that have evolved are more successful than others, and not all of them have been used with equal success by all nonprofits.” - Ted Hart and Michael Johnston in Fundraising on the Internet 9/27/13
    15. 15. 10 TIPS FOR USING SOCIAL MEDIA 9/27/13 1. Social media is A tool not THE tool
    16. 16. 1. OUR COMMUNICATIONS TOOLBOX Traditionalists Postal Mail Phone calls Boomers Television Facebook Email Generation X Websites E- newsletters Email Millenials (Gen Y) Social Media Websites Mobile Generation Z ??? Every generation teaches us new technology… adapt or die! emilydavisconsulting.com9/27/13
    17. 17. RELATIONSHIPS DON’T CHANGE Cultivate, steward, and solicit Recognize Multi-channel communications Meet one-on-one Develop ambassadors Use social media as stewardship, not for solicitation Effective database 9/27/13
    18. 18. 10 TIPS FOR USING SOCIAL MEDIA 9/27/13 1. Social media is A tool not THE tool 2. Social media is a plant 3. Add value 4. Two way street 5. Stewardship
    19. 19. NEW DONORS direct mail, events ANNUAL DONORS Direct appeals, volunteer involvement MAJOR DONORS Personal relationships Committee and board involvement PLANNED GIFTS Personal relationships & involvement Could be anyone! 5. PROSPECTING, CULTIVATION & STEWARDSHIP 9/27/13
    20. 20. 10 TIPS FOR USING SOCIAL MEDIA 9/27/13 1. Social media is A tool not THE tool* 2. Social media is a plant 3. Add value 4. Two way street 5. Stewardship* 6. Philanthropy’s next generation 7. It ain’t free 8. Not everyone “Diggs” social media 9. Selling social media 10. Have a plan
    21. 21. QUESTIONS 9/27/13
    23. 23. IDENTIFY PURPOSE(S)  Learn more about social media  Reach a different demographic  Connect more with a current demographic  Access other research or resources  Promote brand/event/idea/product  Communicate  Share your story  Other? 9/27/13
    24. 24. GOALS & OBJECTIVES  Increase website traffic  Sell more product  Share ideas  Learn about resources in your field  Promote an event or idea  Develop your brand  Test ideas  Other? 9/27/13
    25. 25. TOOLS AND IMPLEMENTATION • Blog – How often will you blog? – What will you blog about? – Who will blog? • Twitter – How often will you tweet? – What will you tweet about? – How will you track? – Who will you follow? – Who will tweet? • Facebook – Profile/Group/Page – Who will manage? – Facebook Ads? – Will you link to Twitter? Ping? • LinkedIn – Group and subgroups? – Who will you invite to join? – Who will be admins? – How often will you post? 9/27/13
    26. 26. IMPLEMENTATION  Who will manage your social media?  Who will contribute to your social media?  Board members  Staff members  Volunteers  Stakeholders  Way to tell your organization’s story  Ask questions  Solicit dialogue 9/27/13
    27. 27. EVALUATION EXAMPLES Record website hits Track with or tinyurl Use hashtags to track posts Facebook Ads Feedburner/ Feedblitz Record/note how many people: Become a fan/ Join a group Send links Recruit other friends Promote on their profile, blog, website Cost: Care2 ROI calculator Action taken9/27/13
    28. 28. SOCIAL MEDIA POLICIES emilydavisconsulting.com9/27/13
    29. 29. WHY? Insurance – professional & personal HIPAA Not for the majority Set boundaries Protection for users Protect organization Professional standard emilydavisconsulting.com9/27/13
    30. 30. EXTERNAL POLICY  Users outside the organization (i.e. patients, volunteers)  What is appropriate  What is inappropriate  Purposes for using social media  Not platforms for medical advice  Post publicly  Research samples emilydavisconsulting.com9/27/13
    31. 31. INTERNAL POLICY Target audiences: Staff, board, volunteers More insurance What is in/appropriate Set boundaries Share at orientation Represent the organization Research examples emilydavisconsulting.com9/27/13
    32. 32. MORE SPECIFICS Highlight there is no reasonable expectation of privacy Communications are not secure on social media Social media use on company time vs. personal time Use on computers, smart phones, etc. Connect with additional policies (i.e. code of conduct) Prohibit discriminatory language Use personal disclaimers - “views reflect my own opinion” 9/27/13
    33. 33. THE HIPAA PRIVACY RULE The HIPAA Privacy Rule protects the patient’s protected health information which is, “all individually identifiable health information held or transmitted by a covered entity or its business associate, in any form or media, whether electronic, paper, or oral.” 45 C.F.R. 160.103 Penalties for violating protected health information (PHI): Fines of $100 - $250,000 Prison time 9/27/13
    34. 34. HIPAA TIPS: THE DOS  Each social media platform has unique risks  Develop policies before you need them  Post generally about research, treatments, & conditions  Pause to think about tone before posting  Separate personal & professional accounts  Educate staff and volunteers  Consider all who may read your posts  Understand info can go viral quickly  Make full use of privacy settings  Use photo release forms whenever possible  Report violations  When in doubt, leave it out 9/27/13
    35. 35. HIPAA TIPS: THE DON’TS  Even hint at patient identification  Share ANY patient medical info  Say something you wouldn’t say face-to-face  Connect with patients on social media (reference policy)  Rely on common sense  Invite others to post on your behalf  Forget to review policies annually & at orientation  Post any negative remarks about patient or colleagues  Forget that social media platform owns the info once posted 9/27/13
    36. 36. THE TRICKY PART If a patient discloses his/her personally identifying information = ok If administrator of social media discloses same patient’s information = not ok Result: HIPAA’s confusing! 9/27/13
    37. 37. SO… Professional Create internal & external policies Orientation to policies & consequences No PHI to social media – ever! Patient CAN post PHI to social media Photos only used if completed photo release Reference to & inform about policies 9/27/13
    38. 38. A FEW BEST PRACTICES Post signage about photographs Educate, orient, and practice Evaluate, revise, and re- train Use confidentiality agreements, photo releases Share knowledge & successes9/27/13
    39. 39. POLICY EXAMPLES The Nonprofit Social Media Policy Workbook (Idealware) Social media resources for healthcare professionals: hsmp/ Social Media Governance Policy Database Social Media Strategy Workbook: The 12-Step Guide to Creating Your Social Media Strategy The Nonprofit Policy Sampler (BoardSource) emilydavisconsulting.com9/27/13
    40. 40. 5 THINGS TO DO TODAY 1. Make a plan 2. Watch other orgs 3. Attend trainings & ask for support 4. Invite participation 5. Support new ideas 9/27/13
    41. 41.  There is NO judgment about where your organization falls on the spectrum. Social media is a process!  Social media is as much art as it is science.  Social media is always evolving – emerging technology is always changing as is our learning.  Ten Tips to Using Social Media are a foundation for any social media. 9/27/13
    42. 42. PRINT RESOURCES  7 Tips to Avoid HIPAA Violations in Social Media  Social Media, Health Care Privacy, and Your Employees: 7 Tips to Avoid HIPAA Violations and Employee Claims  Fundraising and the Next Generation  The Networked Nonprofit  Measuring the Networked Nonprofit  Mobilizing Youth 2.0  The Complete Facebook Guide for Small Nonprofits  Twitter Jump Start: The Complete Guide for Small Nonprofits 9/27/13
    43. 43. ONLINE RESOURCES  IdealWare  Nonprofit Technology Network (NTEN) Alltop Nonprofit Beth Kanter: Social Media Plan Outline:  k 9/27/13
    44. 44. emilydavisconsulting.com9/27/13
    45. 45. Emily Davis, MNM EDA Consulting LLC (720) 515-0581 WHO Nonprofits & Philanthropy WHAT Charitable Giving Communications Governance Philanthropy HOW Speaking Training Consulting ng 9/27/13