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Introduction to Social Media Policies Creation


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Lecture notes and presentation slides on social media policies creation. This presentation covers items from objective-setting to samples of well-made social media policies.

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Introduction to Social Media Policies Creation

  1. 1. J A S O N C R U Z / M A Y 2 0 1 4 SOCIAL MEDIA POLICIES @jsncruz
  2. 2. OBJECTIVES & GOALS @jsncruz
  3. 3. KEY OBJECTIVE The #1 Objective of Organizations on Social Media: Creation (or growth) of positive engagement. Importance: 1. Engagement must be positive to contribute to good public perception. 2. Engagement must lead to the creation (or growth) of conversations with positive sentiments. 3. A healthy community is talkative, opinionated, and provides value. @jsncruz
  4. 4. KEY GOALS The goals of social media policies have two dimensions: Growing the community Growing the conversations Community Growth Absolute or relative number of community members of value for an organization. Conversation Growth Absolute or relative number of social chatter happening within the social asset(s) of an organization. @jsncruz
  5. 5. STYLE GUIDE @jsncruz
  6. 6. POLICY TONALITY An organization’s social media policy, in general, need to communicate to the majority members of the community, reflect the personality of the organization’s social media or online, and present information in a manner that is both transparent and with clarity. Inclusive of the General Public Consistent with Brand Honest and Factual The large majority of an organization’s audience (internal and external) must be able to understand the policies easily and in the right context. A consistent tone of voice across all media touch-points, especially on social, helps with an organization’s reputation and its branding. The organization must define its Terms of Use “on paper” – easily visible, factual, and based on current existing laws and regulations (if necessary). @jsncruz
  7. 7. LANGUAGE AND FORMAT Language • Layman terms usually work the best. • Generally, English is used as the language for social media policies, but the community’s language abilities must have priority. • Legal terms may be helpful, but are best minimized. Format • Long-format • Social media policies in their entirety may be hosted or published within an organization’s website or social media platform (often Facebook, as a Facebook Note). • Social media policies are often easier to consumer when only 1-2 standard pages long. • Social-format • Specific items within a policy may be often be used as reminders or notices to the community members. They must be accompanied by a link to the full document. @jsncruz
  8. 8. ACCESSIBILITY Access Point • Published policies should ideally be accessible to as many audience members of the organization’s social media assets as possible. • Text-based policies are best, rather than text on images (digital image format), as these can be referenced easier and has the added benefit of loading faster than image- based content. Differently-abled Access • It might be a good idea to create different versions of an organization’s social media policy. • Policies in an audio-format could prove useful for visually-impaired community members. • Video-format policies may also be useful for community members with reading difficulties. @jsncruz
  9. 9. CALL-TO-ACTION & HELPFUL LINKS CTA • Sometimes, an organization may ask or request the community members of its social media channels to do an action. • Actions include, but are not limited to: • Save a copy of the social media policy. • Suggestion to email an official account for specific queries. • Visit the organization’s website. Helpful Links • For social media policies where references are important, publicly-available laws, documents, and rules and regulations (digital versions, ideally) should always be included as a list of accessible links. • Periodic checking of links are helpful in case links become inaccessible or are otherwise broken. @jsncruz
  10. 10. RULES OF ENGAGEMENT @jsncruz
  11. 11. USER GUIDELINES THE TERMS OF USE A legitimate Terms of Use document is legally binding, and may be subject to change without prior notice. Common features: 1. Definition of terms. 2. User responsibilities. 3. User rights. 4. Disclaimers. The User Guidelines, also known as “Terms of Use” are used by organizations to inform community members or users on the terms they must agree to when using or accessing the social media asset. @jsncruz
  12. 12. PLATFORM GUIDELINES MONITORING AND RESPONDING Each social media platform of an organization may need its own unique social media policy. As platforms differ in systems, usage, and content, each platform’s policy must be tailored to its capabilities. Facebook, Twitter Instagram, YouTube Social media policy must be aligned with the comprehensive Facebook- and Twitter User Guidelines, respectively. Social media policy must take into account both the Facebook/Google Terms of Service as well as regulations regarding media content. @jsncruz
  13. 13. RESPONSE GUIDELINES SHOULD THE ORGANIZATION ENGAGE IN THE FIRST PLACE? Yes, Engage • Yes • Question, inquiry, or comment seem legitimate and borne out genuine curiosity. • Question, inquiry, or comment is “on- topic” as far as the organization’s business or responsibility is concerned. • If the contact event is an opportunity to create more valuable conversations. • If the contact event is an opportunity to educate or inform the community member(s). • No • Question, inquiry, or comment is “trolling” or baiting for a hostile confrontation. • Question, inquiry, or comment is promotional in nature, or is clearly spam. • Question, inquiry, or comment may mislead other audience members into an illegal or dishonest activity. No, and Report/Ban @jsncruz
  15. 15. SAMPLE GUIDELINES CONVERSATIONS AND RESPONSES Comment Example Sample Response General Comment “Wow masarap yan.” Like the comment. “” and/or “Thank you so much!” Branded Question “Hi, how many persons can share the X- Size Cake? Yung P499 po.” “Hi thanks for the inquiry! Up to 10-12 persons po ang pwede mag-share ng X-Size Cake ng Brand XYZ. How many attendees will you have?” General Question “Is the chocolate cake ok kung teens ang pupunta sa party na gagawin ko?” “From our experience, teens LOVE chocolate cake! Get two! Sure ubos yan ” Promo Question “2 weeks na po at hindi ko pa ma- claim yung gift pack ko. Ano pong gagawin ko?” “Hi, please PM me your full name, contact details, and address and I’ll help you follow this up!” Testimonial “We love Brand XYZ so much!” “Thank you! ” Detractor “Ang panget ng lasa ng Brand XYZ! Mas masarap ang Goldilocks, mas mura pa!” “Hi [name], could you tell me which Brand XYZ product you tried? Maybe you can PM me some details too  I’d love to help you any way I can!” @jsncruz
  16. 16. MANAGEMENT SENTIMENT FLAGGING AND FEEDBACK GUIDES Positive Positive, beneficial, or informative for the community. Alert Negative, often stemming from single individual, or a very small group of people. Warning Negative, coming from a group, and often already ‘viral’. Sometimes already crossed-over to mainstream media. Positive Acknowledge Amplify (if necessary) Observe Negative Acknowledge Communicate Observe* Resolve *If needs more guidance, escalate immediately. Damaging Acknowledge Hold Communication Escalate Observe @jsncruz
  18. 18. USER GUIDELINES DO’S AND DON’TS Application of Persona on Social Media Policies Do’s Don’ts Do remain on-brand (character, personality, tonality) Don’t slip into a heavily- corporate persona Do encourage a friendly environment Don’t alienate through use of jargon Do create relevant and relatable content Don’t be overly serious and unemotional (robotic) Do respond and engage with community members Don’t ignore community members @jsncruz
  19. 19. USER GUIDELINES LAW ENFORCEMENT @jsncruz Importance of Social Media Policies Protection of the Organization Enforcing of the TOU Ensure only “on-topic” conversations occur. Ensure a healthy space for conversations. Allow comment and content moderation (when needed). Allow removal of disruptive individuals (“trolls”). Allow documented contact events. Allow the organization to filter certain off-topic terms/phrases.
  21. 21. SOCIAL MEDIA POLICIES INTEL WEBSITE (WEBSITE-BASED) @jsncruz What I Like This social media policy has a long-format one, but for the community member, there is an easy-to-consume visual version accompanying it.
  22. 22. SOCIAL MEDIA POLICIES BOSTON POLICE DEPARTMENT (PUBLIC AGENCY) @jsncruz What I Like This social media policy is concise, direct, and tells the community member virtually all s/he needs to know about how to use the Facebook community.
  23. 23. SOCIAL MEDIA POLICIES ALLERGY PREVENTION PAGE (FOR MOTHERS) @jsncruz What I Like This social media policy is in long-format, but summarized. The disclaimer highlighted also ensures expectations and limitations are set transparently.
  24. 24. DISCUSSION & QUESTIONS Thank you! For questions and comments: @jsncruz