Bringing Social Inside
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The document discusses key considerations for staffing social media efforts, including dedicating adequate staff time, establishing budgets, and fostering a collaborative organizational culture. It recommends allocating at least 0.25 FTE to social media and budgeting $500-1,000 annually for basic needs like graphics. Developing social media policies and responsive procedures is also important, such as monitoring channels and responding to issues within 24 hours. Creating a culture of experimentation and trust among staff can help social media initiatives succeed.
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Bringing Social Inside
- 1. Social media staffing, culture, and policies Bringing Social Inside Presented by Debra Askanase Digital Engagement Strategist Community Organizer 2.0
- 3. Today’s conversation http://www.flickr.com/photos/gnuf/330034702/in/photostream/ 3 Staff (time) Budgeting Social media policy Culture
- 4. It’s what’s inside that makes a great chef 4
- 5. Staff support http://www.flickr.com/photos/elanaspantry/3811903195/in/photostream/ 5 FTEs, time and roles
- 6. Success factor: dedicated staff 2012 Nonprofit Social Networking Benchmark Report 6
- 7. No social presence: lack of staff and budget 72012 Nonprofit Social Networking Benchmark Report
- 8. Staff time allocation to social presence 82012 Nonprofit Social Networking Benchmark Report
- 9. Business survey: weekly time commitment 9http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/
- 10. Staffing social media 102012 Nonprofit Social Networking Benchmark Report
- 11. 112012 Nonprofit Social Networking Benchmark Report
- 12. Social media channels used, dependent on hours available for social http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/ 12
- 13. What department makes sense? 132012 Nonprofit Social Networking Benchmark Report
- 14. It’s not what it’s called, it’s your approach 142012 Nonprofit Social Networking Benchmark Report
- 15. How do they all connect? http://www.flickr.com/photos/santos/2252824606/in/photostream/ 15
- 16. If this is the framework, how do you make it work for you? Community Executive staff DevelopmentPrograms 16
- 17. Budgeting for success http://www.flickr.com/photos/ladymixy-uk/4189535985/in/photostream/ 17 Budget trends, outsourcing, minimum viable success
- 18. Social media budgeting “The number of respondents allocating some budget (>$0) grew from 47% (2010) to 52% (2011) to 54% (2012) over 3 years.” 182012 Nonprofit Social Networking Benchmark Report Overall budget 2009 2010 2011 2012 None: 56% <$25K: 33% None: 53% <25K: 36% None: 48% <$25K: 44% None: 46% <$25K: 34%
- 19. Amount budgeted for maintaining a community social presence 192012 Nonprofit Social Networking Benchmark Report
- 20. Amount budgeted to maintaining in-house social networks 202012 Nonprofit Social Networking Benchmark Report
- 21. Items to budget for: choose your list of ingredients http://www.flickr.com/photos/25084516@N03/4302226855/in/photostream/ 21 Staff Consultants Software Cloud services Hardware Online campaigns Promotion Graphic design Video editing
- 22. Typically outsourced marketing services http://www.socialmediaexaminer.com/social-media-marketing-industry-report- 2012/ 22
- 23. A “minimum viable” social media presence Minimum Prepping for success Success strategy Personnel .25 time .5 time 1+ FTE Video $500/year $1,500/year $2,500+/year Social media monitoring $0 $300/month $500 - $1,000/month Strategy In-house - $0 Consultant develops strategy, $2,000+ Plan + ongoing support $5,000+ Facebook services Free services plus one customization $300 - $500 $500 - $1,000/year (customization, short campaign) $1,500 - $2,000/year Paid social media online services (Flickr Pro, backup) No paid services $500/year $1,000+/year Graphics support DIY or purchase/training for graphics $200/year Mix of graphic designer and paid service $300-$850/yr $850 - $5,000/year 23
- 25. http://www.edf.org/about/social-media-guidelines-edf-employees 25 Social media policies: thoughtfully guiding interaction & communications
- 26. http://www.scribd.com/AmericanRedCross 26 American Red Cross family of guidelines and policies
- 27. Informing staff’s personal use of social media http://www.scribd.com/doc/97831071/Personal-Social-Engagement- Guidelines-2-0 27
- 28. Handbook for field units http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field- units 28
- 31. FAQs for the social engagement team http://www.scribd.com/doc/88776038/Social-Engagement-Team-FAQ 31
- 32. http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from- the-of 32 It’s only important when it needs to be
- 33. Reputation management responsiveness http://pinterest.com/kanter/komen-can-kiss-my-mammagram/ 33
- 34. What one blogger can set off http://embodiedtorah.wordpress.com/2012/07/18/why-my-blind-son-is- returning-from-camp-ramah-in-canada-a-month-early/ 34
- 35. Response procedures in place http://www.dansoschin.com/wp-content/uploads/2012/02/Generic-Social-Media- Assessment.jpg 35
- 36. “Minimum viable” response preparation and procedures • Monitor the interwebs • Rapid internal communications system in place • Authorization to respond • Understanding social media culture by channel • Response: public (important) & private • Active social media channels in use for responding: respond where it starts, & where the conversation is taking place • Response time: < 24 hours ideally • Is your organization able to solve the problem or appease? 36
- 39. Social media policies and guidelines: resources for you 39 • http://www.idealware.org/smpolicy (workbook) • http://darimonline.org/smpw (workbook for Jewish orgs) • http://pinterest.com/askdebra/social-media-policies/ (Pinterest board of resources and sample policies) • http://www.slideshare.net/SMinOrgs/social-media-policies- and-more-checklist-guidance (checklist and guidance) • http://socialmediatoday.com/ralphpaglia/141903/social- media-employee-policy-examples-over-100-companies-and- organizations (compilation of >100 policy examples)
- 40. Staff culture: key ingredients http://www.flickr.com/photos/bupia/2498925008/in/photostream/ 40
- 42. Social is shared work: no silos! http://www.flickr.com/photos/ngi197w/5940536872/in/photostream/ 42
- 44. Willingness to experiment (and possibly “fail”) http://www.flickr.com/photos/ngi197w/5938474679/in/photostream/ 44
- 45. Wrapping up: Do you have everything in place to accomplish what you want? 45 Enough dedicated staff time Staffing structure Realistic budget Responsive procedures Social media policies Culturally ready to soar
- 46. I’m always available to answer follow-up questions! Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977
- 47. Social media staffing, culture, and policies Bringing Social Inside Presented by Debra Askanase Engagement Strategist Community Organizer 2.0 *theme courtesy © showeet.com
Editor's Notes
- Social media examiner survey: 3,813 participants. The largest group who took the survey work for small businesses of 2-10 employees (34%) followed by the self- employed (21%). Twenty percent of people taking the survey work for businesses with 100 or more employees. Most participants (57%) were based in the United States. Followed by Canada (9%), United Kingdom (9%) and Australia (5%).