1. The document discusses how organizations can adopt and integrate social media. It recommends identifying a team, developing a strategy, creating policies and guidelines, and developing an action plan. 2. Developing an effective social media strategy involves determining goals and objectives, analyzing competitors, selecting appropriate social media platforms, and creating a content plan. 3. Organizations need social media policies that establish terms of use, define how the organization will moderate comments, and provide guidelines for staff social media use. The policies help ensure brand protection and legal compliance.

1. Lecture 7
Adopting and Integrating
the Use of Social Media in
Organisations

2. Recall these from thriving online
communities lecture?
2

3. Objectives
• To identify and address how organizations adopt and integrate
the use of social media
• To provide information about how and why to write a social
media strategy.
• To provide information about what content should be included in
a social media policy
• To gain an understanding of social media comment policy and
how to write terms of use for your social sites.
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4. Common Steps to Adopting the Use
of Social Media in Organisations
Identify a team to support SM use in the
organisation
Develop a strategy
Create policy & guidelines
Action plan
Analyse, adapt, and improve
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5. 5

6. Developing
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7. 1
2
3
1 4
Why do I need 5
Social Media?
List reasons you need Social Media
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8. 1
2 2
3
4
Who are my
audience? 5
Identify your audience groups (There
may only be one)
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9. 1
2
3
3 4
What do I want
to achieve? 5
Set your goals and list your
objectives
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10. 1
2
3
4
4
What competitors 5
are doing?
Analyse competitors’ social media
strategy
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11. 1
2
3
5
Which social 4
media sites will
I use? 5
Select your social channels
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12. 1
6
2 What content
am I going to
3 create?
What types of content will you
use
4
5
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13. 1
2
3
4
7 5
Which tools am I
going to use to
measure my
success
list tools that might be used. (You may
only decide to use one)
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14. 1
8
2
What resources
do I need?
3
List all resources needed
4
5
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15. 1
2
3
4
9 5
Who is responsible
for my Social
Networking?
Pick the person/people taking
responsibility)
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16. COMP113: Social Media & Online Communities
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17. what’s involved in creating one
• It depends on the organisation’s particular needs
• If the organisation already has a policy
• to guide staff toward a better fit of organization’s brand
and values presence on social media.
• Identifying and Incorporating Values
• Assigning Roles
• Protecting rights to content
• Personal Vs. Professional
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18. Social Media Policy
Citizen Conduct and Comments
Before jumping in the social stream, your organization
should:
• Determine ”terms of use” for citizens visiting your
social sites;
• Define internal response protocols for negative
comments and inappropriate posts;
• Determine how your organization will listen to and
moderate the conversation to ensure inappropriate
comments are detected and deleted.
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19. Social Media Policy
Terms of Use
• State response time during and after working hours.
• Explain that by using the site, users unconditionally accept your
terms and conditions of use;
• Detail what kinds of content is allowed or is advisable for users to
post: whether or not photos or video are allowed (this involves
personal privacy protections and copyright laws); and for sites that
deal with health topics, no personal medical information.
• Explain that users cannot post advertisements or spam;
• Detail what you will do if something inappropriate
is posted, including deleting the comments and
potentially blocking the person from the page.
Examples
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20. Social Media Policy
Guidelines for the SM team
• Be knowledgeable of various legal terms and what they
mean in your business environment, such as
defamation, endorsements, intellectual property, and any
form of wrongful disclosure
• Be aware of global implications of your online communication
• Avoid inappropriate comments about competitors or others
online
On the other hand, they must also:
• Remain positive
• Be helpful and add value
• Be transparent
Examples
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21. Social Media Policy
Guidelines for Staff
• Some companies feel the need to provide their employees with general guidelines on
how to use social media for both their personal profiles as well as professional
profiles.
• These guidelines can simply be reminders of what’s considered confidential
information or information that could have legal ramifications if shared on social
networks in any format.
• You need to be upfront and specific about what is an absolute no-no. What are the
prohibited forms of communication?
• Do you wish to monitor employee use of social media? Have you received legal
advice about this and inserted the correct clauses into the policy regarding
monitoring?
• The most important part: what are the appropriate use guidelines? This section
needs to cover off on areas such as confidentiality, privacy, honesty and accuracy,
competition, respect and fair use.
• What happens if an employee violates the policy?
• There needs to be a section where the employee signs the policy and indicates that
they have understood the policy.
Examples
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22. Action Plan
An action plan must have specific concrete steps that need to be taken.
For example
• setting up accounts,
• developing graphics for the different pages,
• defining what kinds of updates should be done, on which platform,
and others.
• How many tweets are required?
• How many are too many?
• Do you post the same thing exactly on Twitter, Facebook, and
LinkedIn? What kind of content gets liked or retweeted?
• What's supposed to happen?
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23. Tracking &Following up
• Review performance of the individuals and
specific tasks against their numeric
measurement
• Review like once a month
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24. Example - Facebook
• Set rules guidelines before you set up the page
• Basic info
• Limits :
• How many hours per day?
• What happens out of hours?
• Swearing / rude posts – what to do?
• Manage permission

25. Example - Facebook

26. Example - Facebook

27. 1 –Developing a strategy
2 – Creating policy & guidelines
3 – Establish Terms of use
Recap
4 – Create your profile with logo for Bring your social media
your company
strategy to life!
5 – Remember that Social
networking does not make you
money, but building relationships
does.
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