2015 CASE District IV conference-social media policy

You Said WHAT About Us on Facebook?

Why Your Organization

Needs a Social Media Policy

April 13, 2015 – CASE District IV #CASED4

Lisa M. Chmiola, CFRESt. Agnes Academy, Houston, TX

@houdatlisa #socialmediapolicy

2@houdatlisa #socialmediapolicy

What We’ll Go Over• Definitions

• Impact

• What’s a policy?

• What’s in it?

• Training and implementation

• Online Resources


Social Media = user generated content

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Social Networking = grouping by common interest


The Price Is Right!

• Guess the correct social media statistic…

• The contestant who is the closest without going over wins!


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The Price Is Right!

28% Sources: Global Web Index study of Internet users 16-64, as reported by AdWeek

What percent of all time spent online is spent on social media sites?


The Price Is Right!

1.39 billion (as of 12/31/14)

•American users average 40 minutes a day on the site•1.19 billion mobile monthly active users = 85% of users

Sources: Facebook, TechCrunch

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Facebook has how many monthly active users? (Hint: it’s more than 100 million)


The Price Is Right!

500 million

•288 million monthly active users•But how many more exist who are inactive?

Sources: Internet Live Stats, Twitter

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How many million Tweets are sent per day?


“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


A look at usage in development: CASE• It’s not just Facebook

o While 95% of survey respondents are on FB, 82% have Twitter accounts, 72% manage groups on LinkedIn and 68% use You Tube

o Visual social media applications are on the rise: 42% use Instagram, 37% share photos on Flickr and 26% use Pinterest

Source: Fifth Annual Survey of Social Media in Advancement conducted by the Council for Advancement and Support of Education, Huron Education and mStoner


A look at usage in development: CASE• It’s likely managed outside the development office

o 72% of institutions surveyed stated communications/public relations staff are responsible for creating, monitoring and enforcing social media policy

o Marketing was 2nd at 40% (multiple answers were allowed)

o Only 12% reported development staff involvement



A look at usage in development: CASE• It’s emerging in campaign strategy

o About half of respondents reported social media usage in campaigns and stewardship efforts

o Of those raising funds via social media, 57% raised up to $10k, and another 24% raised between $10k-$50k



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


Components• 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


Social Media Policy Examples• Carnegie Mellon University (http://ow.ly/Lvn9R)

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://ow.ly/Lvsq9) 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)


Social Media Policy Examples (cont'd)• American Red Cross (http://ow.ly/Lvsy4)

o Policy has been turned into a Slideshare, with guidelines for starting Chapter accounts with how-to guides at end

• University of Texas at Austin (http://ow.ly/LvsGD) o Includes sets of guidelines for both faculty/staff and

managers of social media siteso Encourages all sites to include an approved “Contribute

Now” button, available from Office of Development


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


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 organization’s operations and can also include volunteers.

• Training is equally important!


Online Tools to Help You• Social Media Policy Samples - http://ow.ly/LvtGt

• AFP Social Media Guidelines- http://is.gd/yGv43r

• Beth Kanter’s list – http://is.gd/tSujQv

• National Labor Relations Board - http://ow.ly/Lvt5I


Let’s Create our Own Policy

• PolicyTool - http://socialmedia.policytool.net/


What We Discussed• Social Media & Social Networking Definitions

• 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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Lisa M. Chmiola, [email protected]@houdatlisa #socialmediapolicy

2015 CASE District IV conference-social media policy

Social Media

Transcript of 2015 CASE District IV conference-social media policy