2015 CASE District IV conference-social media policy
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Transcript of 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
What We’ll Go Over• Definitions
• Impact
• What’s a policy?
• What’s in it?
• Training and implementation
• Online Resources
3@houdatlisa #socialmediapolicy
Social Media = user generated content
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Social Networking = grouping by common interest
@houdatlisa #socialmediapolicy
The Price Is Right!
• Guess the correct social media statistic…
• The contestant who is the closest without going over wins!
5@houdatlisa #socialmediapolicy
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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?
@houdatlisa #socialmediapolicy
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)
@houdatlisa #socialmediapolicy
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?
@houdatlisa #socialmediapolicy
“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
10@houdatlisa #socialmediapolicy
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
11@houdatlisa #socialmediapolicy
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
Source: Fifth Annual Survey of Social Media in Advancement conducted by the Council for Advancement and Support of Education, Huron Education and mStoner
12@houdatlisa #socialmediapolicy
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
Source: Fifth Annual Survey of Social Media in Advancement conducted by the Council for Advancement and Support of Education, Huron Education and mStoner
13@houdatlisa #socialmediapolicy
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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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
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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)
16@houdatlisa #socialmediapolicy
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
17@houdatlisa #socialmediapolicy
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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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!
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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
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Let’s Create our Own Policy
• PolicyTool - http://socialmedia.policytool.net/
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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