The document discusses the importance of establishing social media policies for organizations to identify their culture and voice online, anticipate audience engagement, and set guidelines for employees to follow to prevent communication crises and ensure consistency across online platforms while allowing flexibility over time. It provides examples of instances that social media policies should address and an exercise for workgroups to brainstorm rules and guidelines.

8. What is the GROUNDSWELL?
How is it changing business?

9. How are people using
social technologies?

16. How should we evaluate
and approach new
technologies?

17. BREAK

19. Kivi Leroux Miller:
The Accidental Rebranding
of Komen for the Cure
http://www.nonprofitmarketingguide.com/blog/2012/02/01/the-accidental-rebranding-of-komen-for-the-cure/

20. social media policy

21. social media policy
• Identifies the organization’s culture and voice
• Anticipates audience engagement
• Sets guidelines for online engagement on
social communications technology
• Prevents and responds to communications
crisis
• Adapts over time

22. culture + voice

23. anticipate engagements

24. sets guidelines

25. prevents/responds to crisis

26. adapts through time

27. Control Somewhat Control No Control
Our own website Employees or staff Other people’s websites
And blog and blogs
Social Media profiles
Our own brochures and accounts Comments and reviews
on other people’s
Our mission Other people’s websites and blogs
comments on our blog
Our messages or social pages Reactions or responses
to services, products or
Our Policies Search brand
… Things we have … Things we can … Things we can not
the power to create influence but may not influence or make
and make absolute have the final say on… decisions on…
decisions on…

28. People + Rules +
Guidelines

29. social media policy
• Identifies the organization’s culture and voice
• Anticipates audience engagement
• Sets guidelines for online engagement on
social communications technology for those
responsible for communicating and managing
on online social platforms
• Prevents and responds to communications
crisis
• Adapts over time

30. Instances
– An employee writes something negative about a higher up on
their own personal Facebook Page
– An employee creates an unofficial twitter account for the
company that is discovered but is actually positive and has a
large following.
– A negative comment by a customer was accidently published
on the company blog.
– A customer posts a complaint publically on twitter account for
the whole twitterverse to read.
– Someone on staff had deleted a negative comment from your
Facebook page, This has caused further negative reaction on
the Facebook Page.
Exercise: As a small group, discuss the instances above. Brainstorm and
provide a rule, guidelines and identify who should make decisions for
the instances. Then present your rules and guidelines to the class.

31. Assignments Due Next Week:
• Find two – three real world social media
policies, review them and respond with your
analysis of the policies: What do they
prioritize? What a re good examples to follow?
• Complete your Client Proposal Form
• Email me your Wordpress Blog URL