Maturing Your Organization's Social

Culture ... by Creating a Policy?

#12NTCsmpol

Lisa Colton, Darim Online Andrea Berry, Idealware

Agenda

• Why a Social Media Policy

• Process and Product

• 5 Key Attributes and Examples

• How Will the Process Help You and

Your Organization?

• Q&A and Discussion

Slide 1 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Obstacles to Social Media Maturity

Slide 2 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Fear

Slide 3 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Slide 4

Allocation of Resources

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Slide 5 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Slide 6 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Get Everyone On The Same Page

Slide 7 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

PROCESS can be even more valuable than

PRODUCT

For a successful process,

who needs to be involved?

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Start With Your Values

Based on your mission or brand,

define a set of terms that can help steer your brand

Slide 8

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Determine Your Social Media Values

Value What does this mean for your presence in the social media world?

Responsiveness We will focus on listening to what others are saying in our community and make a priority to respond in a quick and informative manner.

Impartiality We will not take a stance on political issues in our posts nor offer recommendations that are not grounded in facts.

Values word cloud?

Potential list: Altruistic

Agile

Approachable

Attentive

Caring

Community-Focused

Collaborative

Compassionate

Craftsmanship

Creativity

Devout

Diverse

Economy

Ethical

Expertise

Fair

Friendliness

Fun

Honest

Impartiality

Ingenuity

Innovation

Modest

Peaceful

Polished

Passion

Realism

Responsiveness

Safety

Scientific

Solidarity Supportiveness

Sustainability

From these values, create guidelines to use when posting…

Value

Responsiveness

Impartiality

What does this mean for your presence in the social media world?

We will focus on listening to what others are saying in our community and make a priority to respond in a quick and informative manner.

We will not take a stance on political issues in our posts nor offer recommendations that are not grounded in facts.

Slide 9

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Value Proposition: Charles & Lynn Schusterman Family Foundation

Values:

• Network Weaving

• Openness

Slide 10

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Social Media Roles

Who will do what in the

social media process?

Main Coordinator

Primary Listener/Moderator

Expected to Post

Allowed to Post

Content Contributor

These jobs may differ

between channels

Slide 11

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Who Will Do What?

Executive Director

Program Director

Marketing

Manager

Online

Communication

s Manager

Program

Manager

Program

Manager

Program

Manager

Director of

Development

Slide 12

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

What Should You Say?

Make you posts related to

your values:

• What is totally within

bounds?

• When is it okay to post

outside of your guidelines?

Slide 13

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

What Should You NOT Say?

What requires approval to post?

What is taboo?

Slide 14

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

What to Post? Charles & Lynn Schusterman Family Foundation

They ask themselves,

does my post:

• Share Foundation

expertise

• Expose grantee work

to a broader audience

• Expose grantees to

broader ideas

Does it touch on sensitive

advocacy issues?

Slide 15

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Monitoring Policy

What are you listening for?

There is a trade off between time spent and results…

Re

su

lts

Time Spent Monitoring Slide 16

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

How Much Will You Monitor?

Slide 17

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Responding To Negative Things

Should you limit or moderate discussion within your community?

Will hurtful comments

damage your community?

Where might people say

these things instead?

Will it let you show how

responsive you are?

Consider the actual damage

that will be done

Slide 18

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Guidelines For Your Community

Slide 19

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Responding to Positive (and Neutral) Things

When do you respond?

Who should respond?

What do you say?

What are the implications?

How is this connected to

your brand?

Slide 20

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Would You Respond?

Slide 21

Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 22

Define a Plan

Define a set of

operating procedures

as to when you should

respond.

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Privacy Issues

What are your

potential privacy

issues?

• HIPAA?

• Safety or

Protection?

• Sensitive

Services?

Slide 23

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Posting and Privacy Issues

What can you post?

What can you only post with

permission from those included?

What can you never post?

Slide 24

Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 25

What Should You Keep Private?

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

How Will You Deal With Permission?

Permission Issues:

• Using Names

• Tagging Constituents

• People in Photos or Videos

Images of children are very

tricky…

Signed permission forms that

explicitly state how images can

be used can be very helpful.

Slide 26

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Copyright vs. Creative Commons

A) Copyright: People

should ask us permission

before reposting any of our

content

B) Creative Commons: People can use

our content under certain circumstances

• Attribution: If they repost, they

should credit us for the content with

a link back to our site

• Derivates: Anyone can modify our

content as they like and repost it,

without needing permission

• Commercial Use: Someone can use

our content to sell something,

without needing permission

or

Copyright Creative Commons

Slide 27

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Attribution

How will you identify the source?

How much is attribution valued?

Slide 28

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Understanding Rules (and Courtesy)

Slide 29

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Personal vs. Professional: Posting

What is NOT okay to post in

each circumstance?

• Posting as the organization

on organizational account

• Posting as individual on

organizational account

• Posting as an individual on

individual account

Slide 30

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Personal vs. Professional: Relationships

Can staff befriend board members, volunteers, clients?

Slide 31

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

The Effects of Drawing a Hard Line

Teachers cannot friend parents (past

or present) on Facebook.

There was required “de-friending” of

existing connections.

Benefit:

• Protection against privacy issues

Loss:

• Connection to current community

• Connection to alumni community

• Ability to mentor families and

respond to issues informally

Slide 32

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Personal vs. Professional: Ownership

Be clear about who owns content and accounts…

Slide 33

Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Who’s The Owner?

Who owns the content?

Who owns the account?

Slide 34

Slide 35 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Slide 36 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Q&A and

DISCUSSION

Slide 37 Maturing Your Org’s Social Culture … By Creating a Social Media Policy?

Social Media

Policy

Workbook

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