Why You Need a Social Media Policy
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Why You Need a Social Media Policy How Social Media Impacts Your Fundraising Lisa Chmiola Burns, CFRE Dave Tinker, CFRE University of Houston ACHIEVA College of Technology
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Presented at AFP International Conference in Vancouver, April 2012. Discussion of social media policies, including resources for developing a policy.
Transcript of Why You Need a Social Media Policy
Why You Need a Social Media PolicyHow Social Media Impacts Your Fundraising
Lisa Chmiola Burns, CFRE Dave Tinker, CFREUniversity of Houston ACHIEVACollege of Technology
“Unless someone like you cares a whole awful lot, Nothing is going
to get better. It's not.”
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
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
The Price Is Right!• Guess the correct social media statistic
• The contestant who is the closest without going over wins!
The Price Is Right!
• 22%
• 650 million people connect via mobile device• Social networking sites reach 1.2 billion people = 82% of
people online• 1 in 5 minutes online is spent on social networking sites Sources: comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall
Street Journal
• What percent of all time spent online is spent on social media sites?
The Price Is Right!
• 800
• 1 in 7 minutes of all time spent online is on Facebook• Average user connected to 80 groups, events and
community pages• 250 million photos uploaded daily Sources: comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall
Street Journal
• Facebook has how many million active users?
The Price Is Right!
• 155+
• Twitter has 300 million users worldwide• 155+ million Tweets = 8.2 million pages of text
Sources: comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal
• How many million Tweets are sent per day?
Ory Okollon, founder of Ushahidi (nonprofit providing software for information collection)
“It (Ushahidi) is only 10% of the solution. The other 90% is up to the people and
organisations using the platform.”
More or Less!• Listen to the social media impact statistic
• Guess whether the correct answer is more or less!
More or Less!
• MORE: 127 countries
Sources: Alexa & Google Trends for Web SitesDecember 2011, via VincosBlog
• Of 136 countries surveyed, 100 reported Facebook as the leading social network (most users)
More or Less!
• LESS: Europe has 223 million, followed by North America with 219 million and Asia with 202 million
Sources: Alexa & Google Trends for Web SitesDecember 2011, via VincosBlog
• Europe has the most Facebook users, with 250 million
“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
Impact• Philanthropy & Social Media (Institute of Philanthropy)
o “It Gets Better” LGBT awareness campaign raised more than $100k from more than 2,500 grassroots contributors
o This is in addition to more than 10k videos uploaded and viewed more than 35 million times
• Network for Good Giving Index Q32011o Social giving up 55% year-over-yearo Average social donation up 26% to $52
• Blackbaud 2010 Online Giving Reporto $32 million in SMS (text) donations to the Red Cross for Haitian earthquake
reliefo Twestival (Twitter Festival) has raised nearly $1.2 million since 2009 for 137
nonprofits
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
What is a Social Media Policy?• What it is:
o It sets expectations and boundarieso Operational guidelines for people who o use social media in their job
• What it is not:o Static
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
Social Media Policy Examples• Government of Nova Scotia (http://is.gd/r670Pn)
o "Use common sense" -- reminds employees posting online is like talking with a reporter; asks employees to identify themselves as such when posting in official capacities; emphasis on professionalism and respecting confidential information.
• Daimler AG (http://is.gd/UAdqbB)o Provides tips for using social media, highlighting two-way
conversation and separation of opinion from fact.
Social Media Policy Examples (cont'd)• Government of Catalonia (http://is.gd/c9AhVH)
o Details usage by medium (e.g. blog, Facebook, Twitter)o "It must be kept in mind that all Internet activity is recorded
indefinitely, and is accessible to any user.”
• International Federation of Red Cross (http://is.gd/2hDkue)o "Don't say anything online that you wouldn't be comfortable
seeing quoted on CNN, being asked about by your mother or having to justify to your boss."
Social Media Policy Examples (cont'd)• Nordstrom (http://is.gd/zXzO02)
o Encourages employees to be respectful, transparent and humble.
o Gives guidelines for what to do if mistakes are made (correct it, report major issues to supervisor).
Don’t Have One?• Can lead to
o Leakso Badmouthingo Someone else speaking on your behalf
• Fear Not…It’s Not Too Late
Social Media Policy Guidelines• In 2010 AFP International crafted guidelines for members
of o AFPo ASAEo NTEN and o The DMA, Nonprofit Federation
• Results were released in late 2010o http://is.gd/yGv43r
Policies at Your Organization• There are ways to protect your organization before and
after a situation ariseso 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 organizations operations and exposures and can also include volunteers.
• Training is equally important!
Online Tools to Help You• AFP Social Media Guidelines- http://is.gd/yGv43r• Beth Kanter’s list – http://is.gd/tSujQv • Social Media Policy Samples -
http://socialmediagovernance.com/policies.php
Let’s Create our Own Policy
• PolicyTool - http://socialmedia.policytool.net/
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
Questions?
Feel Free to Contact Us!
Lisa Chmiola Burns, CFRE Dave Tinker, CFREDirector of Development Vice President of DevelopmentUniversity of Houston ACHIEVACollege of Technology 711 Bingham Street300 Technology Building Pittsburgh, PA 15203Houston, Texas 77204-4021 (412) 995-5000(713) 743-4886 [email protected] [email protected]
