This document summarizes a presentation about why organizations need social media policies. It defines social media and networking, discusses how social media impacts organizations, what a social media policy is and its key components. It provides examples of policies from universities and non-profits. The presentation stresses that policies help avoid issues, protect brands, and provide guidelines for employee social media use. It also provides online resources to help organizations create their own social media policies.

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2. You Said WHAT About Us on Facebook?
Why Your Organization Needs a Social Media Policy
January 18, 2013
AFP Greater Houston
Lisa Chmiola Burns, CFRE Dave Tinker, CFRE
University of Houston ACHIEVA
College of Technology @davethecfre
@lisacburns

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5. What We’ll Go Over
• Define Social Media & Social Networking
• How Social Media Impacts Your Group
• What is a Social Media Policy
• What a Social Media Policy Looks Like
• Train and implement
• Online Resources
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6. Definition
• What is Social Media?
o A group of applications that allow for user generated content
• What is Social Networking?
o Placing individuals into specific groups connected by a
common interest
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7. The Price Is Right!
• Guess the correct social media statistic
• The contestant who is the closest without going
over wins!
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8. The Price Is Right!
• What percent of all time spent online is spent on
social media sites?
• 18%
• Worldwide, more than 50% of people who connect to social media
do so by mobile device; in U.S., it’s 30%
• Social networking sites reach 1.2 billion people = 82% of people
online
• 1 in 6 minutes online is spent on social networking sites
Sources: Mashable, The Next Web, comScore, AdWeek
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9. The Price Is Right!
• Facebook has how many active users? (Hint: it’s
more than 100 million)
• 1 billion
• The average Facebook user spends 7 hours a month on the site
• Average user connected to 80 groups, events and community
pages
• 300 million photos uploaded daily
Sources: Facebook, Mashable, The Social Skinny, Gizmodo
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10. The Price Is Right!
• How many million Tweets are sent per day?
• Over 400 million
• Twitter has 640 million users worldwide;
• 72 million active
• 400 million Tweets = 21+ million pages of text
Sources: Media Bistro, Mashable
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11. “It (Ushahidi) is only 10% of the solution.
The other 90% is up to the people and
organisations using the platform.”
Ory Okollon,
founder of Ushahidi
(nonprofit providing software
for information collection)
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13. More or Less!
• Listen to the social media impact statistic
• Guess whether the correct answer is more or
less!
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14. More or Less!
• Of 137 countries surveyed, 100 reported
Facebook as the leading social network (most
users)
• MORE: 127 countries
Sources: Alexa traffic (December 2012),
via VincosBlog
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15. More or Less!
• Asia has the most Facebook users, with
300 million
• LESS: Asia has 278 million
• Europe with 251 million
• North America with 243 million
Sources: Alexa traffic (December 2012), via VincosBlog
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16. “We’re still in the process of
picking ourselves up off the
floor after witnessing firsthand
the fact that a 16-year-old
YouTuber can deliver us three
times the traffic in a couple
of days that some excellent
traditional media coverage
has over 5 months.”
Michael J. Fox
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17. A look at usage in development: CASE
• It’s not just Facebook
o While 96% of survey respondents are on FB, 80% have
Twitter accounts, 73% use You Tube and 68% manage
groups on LinkedIn
o 17% are experimenting with geosocial (location-based)
services such as Foursquare
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18. A look at usage in development: CASE
• It’s likely managed outside the development office
o 74% of institutions surveyed stated communications/public
relations staff are responsible for creating, monitoring and
enforcing social media policy
o This compares to 18% reporting development staff
involvement
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19. A look at usage in development: CASE
• It’s emerging in campaign strategy
o 50% of respondents reported social media usage in
campaigns
o Uses include event attendance promotion, matching gift
challenges and online contests
Source: Third Annual Survey of Social Media in Advancement conducted by the Council for
Advancement and Support of Education, mStoner, and Slover Linett Strategies
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20. Impact
• LGBT awareness campaign raised more than $100k from
more than 2,500 grassroots contributors
• This is in addition to more than 50,000 videos uploaded
and viewed more than 50 million times
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21. Policies…Why You Need One
• Use by employees, volunteers, consultants, and
people you serve
• Impact on marketing and brand, fundraising, and
awareness
• NPOs of all sizes need a policy
• Avoid Claims
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22. What is a Social Media Policy?
• What it is:
o It sets expectations and boundaries
o Operational guidelines for people who
o use social media in their job
• What it is not:
o Static
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23. Components of Social Media Policy
• Define social media
• Identify that you have concerns and interests
• Tell people what to avoid
• Remind people to protect privacy
• State how it’s related to other agency policies
• Logos, photos, videos
• ‘Friending’ clients, co-workers
• How to engage others
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24. Social Media Policy Examples
• Carnegie Mellon University (http://www.cmu.edu/marcom/web-
multimedia/socialmediaguidelines.pdf)
o Remember your audience – encourages users to interact
with users posting to sites, keep the goal and audience in
mind, and consider frequency of posts for each social media
channel
• YMCA Houston (http://www.ymcahouston.org/policy/social-media)
o Includes statements regarding sharing of content by users,
including the user having permission of those featured in
photographs to post (particularly permission of
parents/guardians for children featured)
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25. Social Media Policy Examples (cont'd)
• American Red Cross (https://docs.google.com/document/pub?id=1-
ePB9tl0gAZIGU_lOJrxpOKNpcxBXZaslL-LhY1OwIY)
o Includes discussion of balancing personal and professional
lives online, stating “the social media team will see all
mentions of the Red Cross online and may contact you…”
• University of Texas at Austin
(http://www.utexas.edu/know/directory/guidelines/)
o Includes sets of guidelines for both faculty/staff and
managers of social media sites
o Encourages all sites to include an approved “Contribute Now”
button, available from Office of Development
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26. Don’t Have One?
• Can lead to
o Leaks and Exposure
o Badmouthing
o Someone else speaking on your behalf
• Fear Not…It’s Not Too Late
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27. Social Media Policy Guidelines
• In 2010 AFP International crafted guidelines for
members of
o AFP
o ASAE
o NTEN and
o The DMA, Nonprofit Federation
• Results were released in late 2010
o http://is.gd/yGv43r
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28. Policies at Your Organization
• There are ways to protect your organization before
and after a situation arises
o Before:
 Employee Handbook
 Internet Usage Policy
 Employee Communication Policy
 Social Media Policy
o After:
 Insurance Coverage (General Liability,
Professional Liability, Directors & Officers,
Employment Practices, Internet Liability)
 Damage Control
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29. Handbooks And Training
• Employee Handbooks can include policies and
procedures for Internet Usage, Employee
Communication and Online Social Media.
• They can be tailored specifically for your organizations
operations and exposures and can also include
volunteers.
• Training is equally important!
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30. Online Tools to Help You
• AFP Social Media Guidelines- http://is.gd/yGv43r
• Beth Kanter’s list – http://is.gd/tSujQv
• National Labor Relations Board - http://is.gd/hsKjve
• Social Media Policy Samples -
http://socialmediagovernance.com/policies.php
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31. Let’s Create our Own Policy
• PolicyTool - http://socialmedia.policytool.net/
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32. What We Discussed
• Define Social Media & Social Networking
• How Social Media Impacts Your Organization
• What is a Social Media Policy
• What a Social Media Policy Looks Like
• Online Resources
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33. Questions?
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34. Peep you in San Diego!
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35. Feel Free to Contact Us!
Lisa Chmiola Burns, CFRE Dave Tinker, CFRE
Director of Development Vice President of
Development
University of Houston ACHIEVA
College of Technology 711 Bingham Street
300 Technology Building Pittsburgh, PA 15203
Houston, Texas 77204-4021 (412) 995-5000
(713) 743-4886 dtinker@achieva.info
lcburns@uh.edu @davethecfre
@lisacburns
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