This is an updated version of a previous presentation . Updates include how social media is included in the 2018 NASW Standards of Practice for Technology and Ethical Standards.

1. THE USE OF SOCIAL
MEDIA FOR STRATEGIC
MANAGEMENT
A presentation for SUNY Albany School of Social Welfare: Learn From
Alumni Series
April 3, 2018
Sean Erreger, LCSW

2. INTRO
• Sean Erreger, LCSW - Micro practitioner rediscovering his
Macro Roots
• Care Manager, blogger, and social media enthusiast
• Feel free to tweet and share @StuckOnSW

3. SOCIAL MEDIA TEMPERATURE
• Yikes! Social media is beyond me
• We thought about using social media but not sure where to
start?
• We use social media but … meh
• Wow! I love social media it is a real asset to our organization.

4. SOCIAL MEDIA TEMP.
(CONTINUED)
• My Organization has no social media presence.
• My organization does not have a dedicated Social media/
communications person
• You are that non-dedicated person?
• My organization has a part time social
media/communications person
• My organization has a full time communication person.

5. PRESENTATION GOALS
• Using the NSWM Human Services Management Competency Guidelines in
the domain Strategic Management you should gain an understanding of
Social Media in the following areas…
• Fundraising
• Marketing and Public Relations
• Program Development
• Managing Risk
• Endures Strategic Planning
• Gain an understanding of how social media administration relates to new
NASW Technology and Ethical Standards.

6. NETWORK FOR SOCIAL
WORK MANAGEMENT
• In 2016 Developed competency standards for a certificate in
Human Service Management.
• Partnered with several Universities to offer it to strengthen
Macro programs.
• The competencies are a good guide for teaching macro
skills..
They can be found here…
https://socialworkmanager.org/competencies/professionals/

7. FUNDRAISING

8. FUNDRAISING
• Going beyond email/mail only?
• Does your current Fundraising tool connect to social media?
• Facebook For Non-Profits: https://nonprofits.fb.com/raise-funds/
• Are all levels aware (staff and volunteers) what platforms your use?
• Do you follow your largest donors on Social Media and do they follow
you?

9. FUNDRAISING

10. FUNDRAISING USE CASE
• #GrantChat Twitter chat
• Twitter chat is a synchronous conversation at an appointed
time using a hashtag
• Participating/following #GrantChat is a great tool to learn
and network with grant professionals
• Achieves at www.GrantChat.org

12. MARKETING AND PUBLIC
RELATIONS
• Online Reputation Management
• Brand development for Social Work #YourSWBrand
• How can you use social media not to just share what you are
doing but related issues that matter to you/your
organization?

13. ONLINE REPUTATION
• Challenge by Choice: Google Your Self/Organization.
• By pushing a blog and social media, you get more control of
the results.
• New NASW Tech Standard:
“Standard 2.15: When using technology to organize
communities and advocate, social workers shall take
reasonable steps to ensure that the information shared using
technological tools is honest, accurate, and respectful.”

14. ONLINE REPUTATION

15. ONLINE REPUTATION
• New NASW Ethical Standard:
5.01 Social workers should contribute time and professional
expertise to activities that promote respect for the value,
integrity, and competence of the social work profession. These
activities may include teaching, research, consultation, service,
legislative testimony, presentations in the community, and
participation in their professional organizations.

16. BRAND DEVELOPMENT
• Recommend you reading the series by Kristin Battista-Frazee
(@PornDaughter) called #YourSWbrand
• Control the social work voice and the voice of your
organization
• How you want to take your logo and put it into action?
• http://www.socialworker.com/topics/%23yourswbrand/

17. SHARING WHAT MATTERS
• Marketing and Public Relations for social work on social
media to me is about connecting dots.
• Applaud work that inspires you/the organization and tag
away
• Take our systems approach to world and bring it to social
media
• Connecting like minded organizations through social media
groups and hashtags

18. PROGRAM IMPLEMENTATION
AND DEVELOPMENT
• If you are using an evidenced base practice or got a grant
from a program, follow them on social media. Tag them in
relevant posts.
• Analytics- Google, Twitter, Facebook
• Ellicit feedback from recipients, encourage reviews
• Embedding forms/surveys
• Use “Social Listening Tools”
Free example for Healthcare:
https://www.symplur.com/

19. EXAMPLE OF SOCIAL FOR
PROGRAM CHANGE
• Team Inspire:
Uses social media to connect people with clinical trials in
healthcare
Use of hashtags to listen to side effects:
https://www.npr.org/sections/health-
shots/2018/03/23/593914075/how-social-media-can-reveal-
overlooked-drug-reactions

20. MANAGE RISK
• How can I use something that is like the Wild West (Social
Media) to manage risk?
• Social Media Policy
• Include resources to minimize risk

21. SOCIAL MEDIA POLICY
Referenced in the new NASW Technology Standards:
• Standard 2.27: Social Media Policies Social work administrators
and supervisors shall consider developing social media policies
to guide employees and volunteers who work in their
organizations
• “When employees and volunteers post information on social
media, that information may have an impact on their organization,
whether or not that information was posted for work or personal
purposes. By establishing clear social media policies, administrators
and supervisors can provide employees and volunteers with
guidance on how to maintain professional standards, including
protection of client confidentiality, maintaining appropriate
boundaries, and the use of accurate and respectful language”

22. SOCIAL MEDIA POLICY
• Registry of Social Media Policies (non-profits):
http://socialmediagovernance.com/policies/
Mine: http://stuckonsocialwork.com/social-media-policy/

23. SOCIAL MEDIA POLICY
The Duke Medical School Social Media Policy provides examples on how to address
creating content for your company’s social media:
• Does the discussion diminish the individual’s role as a Duke Medicine workforce
member?
• Does the discussion reflect negatively on individual’s co-workers/colleagues? The
individual’s work unit and the organization (e.g., posting “We were very short staffed
today”)?
• Does the discussion conflict with Duke Medicine’s mission, culture and/or values?
• Does the discussion reveal patient PHI or proprietary business information?
• Does the discussion include any information that could directly or indirectly identify a
Duke Medicine patient (e.g., posting “today one of my patients died”)?
• Does the discussion put the institution or individual at risk (e.g., posting “Joint
Commission is here today. Hope they don’t come to my unit”)?

24. SOCIAL MEDIA POLICY
• “Venting” On Posts
Upset about something? … blog about the solution
• Responding to Reviews:
Just Don’t

25. INCLUDE SUICIDE
PREVENTION RESOURCES
• Crisis Text Line: (under “assests”)
www.crisistextline.org/press
• National Suicide Prevention Hotline:
https://suicidepreventionlifeline.org/media-resources/

26. QUESTIONS
• Sean Erreger, LCSW
www.stuckonsocialwork.com
@stuckonsw

27. References and Resources:
Duke Medical School. (2017) Social Media Policy Q and A. Found at
https://medschool.duke.edu/sites/default/files/field/attachments/Social%20Media%20Policy
%20FAQs_3.15.12.pdf
National Association of Social Workers. (2017) Code of Ethics. Found at:
https://www.socialworkers.org/About/Ethics/Code-of-Ethics/Code-of-Ethics-English
National Association Of Social Workers. (2017) Standards for Technology In Social Work
Practice. Found at: https://www.socialworkers.org/includes/newIncludes/homepage/PRA-
BRO33617.TechStandards_FINAL_POSTING.pdf
Network for Social Work Management (2016) Human Resource Certificate Competencies.
Found at:
https://socialworkmanager.org/competencies/