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BSA Social Media Guidelines Review


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The Boy Scouts of America recently published guidelines for social media. They are reviewed and expanded upon in this presentation for the staff of the Greater St. Louis Area Council, Boy Scouts of America.

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BSA Social Media Guidelines Review

  1. 1. Introduction to Social Media Guidelines Joe Mueller Director of Public Relations
  2. 2. Introduction to BSA Social Media Guidelines <ul><li>Learning objectives: </li></ul><ul><ul><li>What is social media and why is it important </li></ul></ul><ul><ul><li>Why guidelines are needed </li></ul></ul><ul><ul><li>How to determine if your social media use is in alignment with BSA standards, goals </li></ul></ul>
  3. 3. What Is Social Media? <ul><li>Websites or web services that utilize a “social” or “web 2.0” philosophy. </li></ul><ul><li>This includes blogs, social networks (Facebook, MySpace), messaging (Twitter), video (Vimeo, YouTube) </li></ul>
  4. 4. <ul><li>“Social media has become so prevalent, so interwoven into the social fabric of our society that leaders—HR in particular—realize that if they are going to recruit the best and the brightest, they are going to have to set some guidelines for what is and what is not acceptable use.” </li></ul><ul><li>– Eric Schwartzman </li></ul><ul><li>“ Marketing Edge” podcast </li></ul>Photograph:
  5. 5. Effective social media is an enterprise-wide activity <ul><ul><li>It is not the sole function of PR or marketing </li></ul></ul><ul><ul><li>It’s similar to e-mail, telephone—but it’s new </li></ul></ul>
  6. 6. Effective social media is an enterprise-wide activity <ul><li>If social media is going to be used effectively, there needs to be boundaries </li></ul><ul><li>Simultaneously, if organizations hope to get more employees to invest more of their discretionary effort in achieving outcomes that fulfill the mission, they need to provide guidance </li></ul>
  7. 7. <ul><li>http:// </li></ul>
  8. 8. Social Media platforms are major media channels <ul><ul><li>Individuals can build personal networks </li></ul></ul><ul><ul><li>Build, support brands </li></ul></ul><ul><ul><li>Drive engagement </li></ul></ul><ul><ul><li>Build stronger Scouting communities in units, districts, councils </li></ul></ul><ul><ul><li>Reconnect with alumni </li></ul></ul><ul><ul><li>Support products, services </li></ul></ul><ul><ul><li>Increase sales </li></ul></ul>
  9. 9. Three Essential Checkpoints <ul><li>Used properly , social media is an excellent way to start conversations with target audiences in three key ways: </li></ul><ul><ul><li>C onnect </li></ul></ul><ul><ul><li>I nform </li></ul></ul><ul><ul><li>A ttract </li></ul></ul>
  10. 10. Important Social Media Principles… Not Rules <ul><li>No hard and fast rules; two overarching principles: </li></ul><ul><ul><li>Courtesy: The Scout Oath and Law </li></ul></ul><ul><ul><li>Common sense: protect children from inappropriate material, maintain privacy </li></ul></ul>
  11. 11. Guidelines For Success <ul><li>Monitor social media channels </li></ul><ul><li>Integrate with other communications </li></ul>
  12. 12. Social media takes a thick skin <ul><ul><ul><li>Negative conversations are happening already </li></ul></ul></ul><ul><ul><ul><li>You have a voice in the conversation </li></ul></ul></ul><ul><ul><ul><li>Don’t delete negative comments </li></ul></ul></ul>
  13. 13. Social media takes a thick skin <ul><ul><li>Let your audiences talk about you. </li></ul></ul><ul><ul><li>Encourage conversations </li></ul></ul><ul><ul><li>Be prepared to respond to negative or inaccurate posts. </li></ul></ul><ul><ul><ul><li>Some don’t warrant a response </li></ul></ul></ul><ul><ul><ul><li>Some comments need to be taken seriously and addressed </li></ul></ul></ul>
  14. 14. Social media takes a thick skin <ul><ul><li>Direct media inquiries to the appropriate person </li></ul></ul><ul><ul><li>Display the values of the Scout Oath, Law </li></ul></ul><ul><ul><ul><li>If disagreeing with others, remain appropriate and polite </li></ul></ul></ul><ul><ul><li>If the situation turns antagonistic, don’t get overly defensive </li></ul></ul><ul><ul><li>Do not disengage from the conversation abruptly </li></ul></ul><ul><ul><ul><li>Ask for help </li></ul></ul></ul>
  15. 15. Social media takes a thick skin <ul><ul><li>Build trust by being open and transparent </li></ul></ul><ul><ul><li>Share information about the challenges and opportunities you’re faced with </li></ul></ul>
  16. 16. How to use social media <ul><li>Make social media part of your overall communication efforts </li></ul><ul><li>Share positive media placements </li></ul><ul><li>Generate traffic to your web page </li></ul><ul><li>Tell your story </li></ul>
  17. 17. Joe Mueller Director of Public Relations [email_address] 314.256.3030