BUILDING SMART SOCIAL MEDIA POLICIES

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

today’s session

INTRODUCTIONS •

WHY SOCIAL MEDIA REQUIRES POLICY + GOVERNANCE

•

BREAKOUTS

•

REPORTING BACK •

QUESTIONS BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

Hello, there.

ASHLEY LUSK

Social Media Lead

@arlusk

+

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

tweet

# SocialBrownBag

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

Your work is challenging. Your hours are long.

Your resources are few.

But, your mission is real.

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

Social media is a powerful tool.

It brings you face-to-face with the people who care most

about your cause.

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

? ? ? So, why aren’t you protecting it?

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

Social Media Policies

Protect you, your organization and your employees.

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

CRAFTING SUCCESSFUL

SOCIAL MEDIA POLICIES

Clarify Community Guidelines Craft a

Governance Strategy

Develop Social Media Policies

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

Social Media Policy: The expectations for how your employees should engage on social

media, both professionally and personally.

Governance Strategy:

Helps to define expectations, grants power to community managers

and spokespeople, and verifies the performance of your organization’s

social media strategy.

Community Guidelines:

The expectations for how users, constituents, volunteers external to

your organization should interact with your organization on social

media.

SETTING STANDARDS

TYPES OF SOCIAL MEDIA POLICIES

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

THE PURPOSE OF A SOCIAL MEDIA POLICY:

MANAGE RISK AND CULTIVATE VOICES

Clarify Community Guidelines Craft a

Governance Strategy

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

Develop Social Media Policies

Internal policies help guide associates’ interactions with social

media, both personally and professionally. An organization that

truly cultivates social media community among their associates

will not only invite them to participate in the conversation, but

also arm them with the tools and resources needed to serve as

productive advocates for your mission.

SOCIAL MEDIA POLICY

MANAGE RISK AND CULTIVATE VOICES

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

h"p://3spot.us/1jaRk3Z  

SOCIAL MEDIA POLICY - BEST IN CLASS

National Public Radio

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

http://3spot.us/1jaRk3Z

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

“Countless conversations take place about Coca-Cola every day, and we want our Company’s more than 150,000 associates…to join those conversations, represent our Company, and share the optimistic and positive spirits of our brand.” – Coca-Cola, Social Media Principles

SOCIAL MEDIA POLICY

SHARE YOUR COMMITTMENT

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

1.  What is the organization’s philosophy on social media?

2.  How should associates interact with social media? Is it welcomed?

3.  Can employees identify themselves as part of the organization? If so, in what ways?

4.  Can employees be on social media during working hours?

5.  Can and how should employees engage with constituents on social media?

6.  What should an employee do if they make a mistake on social media?

7.  What are behaviors that will not be tolerated? What are consequences for violation?

8.  Add’l considerations: Posting about children? Sensitive or confidential information?

9.  Guidelines for copyright and fair use of images and media.

10. Who owns a social media presence started on behalf of the company?

SOCIAL MEDIA POLICY

10 THINGS YOUR SOCIAL MEDIA POLICY SHOULD ADDRESS

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

THE PURPOSE OF A GOVERNANCE STRATEGY:

LEAD THE CONVERSATION

Clarify Community Guidelines Craft a

Governance Strategy

Develop Social Media Policies

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

Governance policies help to define expectations, grant power or

verify the performance of your organization’s social media

strategy. This is an ideal opportunity to establish your

organization’s voice and tone in the digital space.

GOVERNANCE STRATEGY

LEAD THE CONVERSATION

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

GOVERNANCE STRATEGY - BEST IN CLASS

American Red Cross

“Meet, serve, steward your community where they spend time.”

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

http://3spot.us/1fLgT7p

1.  What is your organization’s social media strategy?

2.  Who is authorized to post to social media on behalf of your organization?

3.  How should associates/spokespeople respond to inquires or replies

received through social media?

4.  What happens if a mistake is made on the organization’s social media

platforms? What is the escalation plan?

5.  Are there recommended tools or training for people interested in social

media?

GOVERNANCE POLICY

5 THINGS YOUR GOVERNANCE POLICY SHOULD ADDRESS

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

THE PURPOSE OF COMMUNITY GUIDELINES:

PROTECT YOUR BRAND + PEOPLE

Clarify Community Guidelines Craft a

Governance Strategy Develop

Internal Policies

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

Community Guidelines set expectations for how users,

constituents and volunteers external to your organization

should engage in your social media communities. It protects

your staff and your online community from digital harassment.

COMMUNITY GUIDELINES

ENGINEERING COMMUNITY

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

COMMUNITY GUIDELINES

We the People

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

COMMUNITY GUIDELINES - YMCA

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

•  Communicate social media and digital communication policies clearly at

the beginning of the employment relationship.

•  Work with your lawyer to draft a social media policy that is narrowly

tailored to your organization’s needs, and does not violate the National

Labor Relations Act, which protects the rights of employees to engage in

“concerted action” for mutual aid and protection, including discussing

working conditions online.

•  Update all employee policies to reflect the realities of their presence and

interactions in the digital space.

•  Reflect on your organization’s special circumstances. Do you need

policies for photographing children? Should staff understand COPPA?

A FEW POLICY DO’S & DON’TS

DO

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

A FEW POLICY DO’S & DON’TS DON’T

•  Ask employees to provide login credentials for their personal social

media accounts.

•  Use an individual employee’s name as the account name on any

social media account belonging to the organization.

•  Adopt policies that violate the terms of use of applicable social media

platforms or the National Labor Relations Act.

•  Present social media policies that are layered in legalese. Make it easy

for your associates to understand their boundaries, guidelines and

opportunities.

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

BREAKOUTS

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

BREAKOUTS

•  Tara, a forward-thinking

employee, opens a social

media account in support of

her role at your

organization. The handle is

@Tara_YourOrg.

•  After a few years of building

her social media presence

and more than 10,000

followers, Tara leaves the

organization.

•  According to your social

media policy, who owns the

Twitter handle + followers?

•  Kara is long-time associate

of your organization. She’s

passionate and dedicated to

your mission.

•  One afternoon she comes

across an article on

CNN.com where a

commenter mentions your

organization and describes

negative and factually

inaccurate data.

•  She wants to respond.

According to your policy,

can she?

•  James is a a dedicated

associate who manages

your social media accounts

in addition to an active

personal Twitter feed.

•  One night, James has too

much to drink and

accidentally sends a sloppy

message meant for his

personal account, to the

organizational account.

•  According to your social

media policy, what happens

next?

Situation 1 Situation 2

Situation 3

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

REPORTING BACK

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

Questions

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

Curated Pinterest board of social media policies: http://bit.ly/1q0Zte5

Idealware social media policy development workbook:

http://bit.ly/1lwxan3

NLRB-approved sample social media policy:

http://gt-us.co/1kuQMIa

Big list of 100+ social media policies:

http://bit.ly/1fXQ5na

Social Media Escalation Plan/Crisis Management: http://3spot.us/1fmaMMa

TOOLKIT

SOCIAL MEDIA POLICY RESOURCES

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

National Labor Relations Board Fact Sheet on Social Media: http://1.usa.gov/1kU9Xbq

Federal Trade Commission Disclosure Guidelines:

http://1.usa.gov/1mSElHW

Federal Trade Commission Guidance on Endorsements:

http://1.usa.gov/1i3KSZW

Federal Trade Commission Q&A on the Children’s Online Privacy

Protection Act: http://1.usa.gov/1n7gdxU

New York Attorney General’s Cause Marketing Guidelines: http://bit.ly/1eRosfv

TOOLKIT

SOCIAL MEDIA LEGAL RESOURCES

BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

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