you said what about us on facebook?

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Lisa C. Burns, CFRE and David Tinker, CFRE's presentation on social media policies at nonprofit organizations. Presented at the AFP Greater Houston Chapter on 1/18/13.

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2. You Said WHAT About Us on Facebook?Why Your Organization Needs a Social Media PolicyJanuary 18, 2013 AFP Greater HoustonLisa Chmiola Burns, CFREDave Tinker, CFREUniversity of Houston ACHIEVACollege of Technology @davethecfre@lisacburns 3. 3 4. 4 5. What Well 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 Resources5 6. 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 acommon interest 6 7. The Price Is Right! Guess the correct social media statistic The contestant who is the closest without goingover wins!7 8. The Price Is Right! What percent of all time spent online is spent onsocial media sites? 18% Worldwide, more than 50% of people who connect to social mediado so by mobile device; in U.S., its 30% Social networking sites reach 1.2 billion people = 82% of peopleonline 1 in 6 minutes online is spent on social networking sitesSources: Mashable, The Next Web, comScore, AdWeek 8 9. The Price Is Right! Facebook has how many active users? (Hint: itsmore than 100 million) 1 billion The average Facebook user spends 7 hours a month on the site Average user connected to 80 groups, events and communitypages 300 million photos uploaded dailySources: Facebook, Mashable, The Social Skinny, Gizmodo 9 10. The Price Is Right! How many million Tweets are sent per day? Over 400 million Twitter has 640 million users worldwide; 72 million active 400 million Tweets = 21+ million pages of textSources: Media Bistro, Mashable 10 11. It (Ushahidi) is only 10% of the solution.The other 90% is up to the people and organisations using the platform. Ory Okollon, founder of Ushahidi (nonprofit providing software for information collection)11 12. 12 13. More or Less! Listen to the social media impact statistic Guess whether the correct answer is more orless!13 14. More or Less! Of 137 countries surveyed, 100 reported Facebook as the leading social network (most users) MORE: 127 countriesSources: Alexa traffic (December 2012),via VincosBlog14 15. More or Less! Asia has the most Facebook users, with300 million LESS: Asia has 278 million Europe with 251 million North America with 243 millionSources: Alexa traffic (December 2012), via VincosBlog 15 16. Were still in the process ofpicking ourselves up off thefloor after witnessing firsthandthe fact that a 16-year-oldYouTuber can deliver us threetimes the traffic in a coupleof days that some excellenttraditional media coverage has over 5 months.Michael J. Fox 16 17. A look at usage in development: CASE Its not just Facebooko While 96% of survey respondents are on FB, 80% haveTwitter accounts, 73% use You Tube and 68% managegroups on LinkedIno 17% are experimenting with geosocial (location-based)services such as Foursquare17 18. A look at usage in development: CASE Its likely managed outside the development officeo 74% of institutions surveyed stated communications/publicrelations staff are responsible for creating, monitoring andenforcing social media policyo This compares to 18% reporting development staffinvolvement18 19. A look at usage in development: CASE Its emerging in campaign strategyo 50% of respondents reported social media usage incampaignso Uses include event attendance promotion, matching giftchallenges and online contestsSource: Third Annual Survey of Social Media in Advancement conducted by the Council forAdvancement and Support of Education, mStoner, and Slover Linett Strategies19 20. Impact LGBT awareness campaign raised more than $100k frommore than 2,500 grassroots contributors This is in addition to more than 50,000 videos uploadedand viewed more than 50 million times20 21. PoliciesWhy You Need One Use by employees, volunteers, consultants, andpeople you serve Impact on marketing and brand, fundraising, andawareness NPOs of all sizes need a policy Avoid Claims21 22. What is a Social Media Policy? What it is: o It sets expectations and boundaries o Operational guidelines for people who o use social media in their job What it is not: o Static 22 23. 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 its related to other agency policies Logos, photos, videos Friending clients, co-workers How to engage others23 24. Social Media Policy Examples Carnegie Mellon University (http://www.cmu.edu/marcom/web-multimedia/socialmediaguidelines.pdf)o Remember your audience encourages users to interactwith users posting to sites, keep the goal and audience inmind, and consider frequency of posts for each social mediachannel YMCA Houston (http://www.ymcahouston.org/policy/social-media)o Includes statements regarding sharing of content by users,including the user having permission of those featured inphotographs to post (particularly permission ofparents/guardians for children featured) 24 25. Social Media Policy Examples (contd) American Red Cross (https://docs.google.com/document/pub?id=1-ePB9tl0gAZIGU_lOJrxpOKNpcxBXZaslL-LhY1OwIY)o Includes discussion of balancing personal and professionallives online, stating the social media team will see allmentions of the Red Cross online and may contact you University of Texas at Austin(http://www.utexas.edu/know/directory/guidelines/)o Includes sets of guidelines for both faculty/staff andmanagers of social media siteso Encourages all sites to include an approved Contribute Nowbutton, available from Office of Development 25 26. Dont Have One? Can lead too Leaks and Exposureo Badmouthingo Someone else speaking on your behalf Fear NotIts Not Too Late 26 27. Social Media Policy Guidelines In 2010 AFP International crafted guidelines formembers ofo AFPo ASAEo NTEN ando The DMA, Nonprofit Federation Results were released in late 2010o http://is.gd/yGv43r 27 28. Policies at Your Organization There are ways to protect your organization beforeand after a situation ariseso Before: Employee Handbook Internet Usage Policy Employee Communication Policy Social Media Policyo After: Insurance Coverage (General Liability, Professional Liability, Directors & Officers, Employment Practices, Internet Liability) Damage Control 28 29. Handbooks And Training Employee Handbooks can include policies andprocedures for Internet Usage, EmployeeCommunication and Online Social Media. They can be tailored specifically for your organizationsoperations and exposures and can also includevolunteers. Training is equally important! 29 30. Online Tools to Help You AFP Social Media Guidelines- http://is.gd/yGv43r Beth Kanters list http://is.gd/tSujQv National Labor Relations Board - http://is.gd/hsKjve Social Media Policy Samples -http://socialmediagovernance.com/policies.php 30 31. Lets Create our Own Policy PolicyTool - http://socialmedia.policytool.net/31 32. 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 32 33. Questions? 33 34. Peep you in San Diego! 34 35. Feel Free to Contact Us!Lisa Chmiola Burns, CFREDave Tinker, CFREDirector of Development Vice President ofDevelopmentUniversity of Houston ACHIEVACollege of Technology 711 Bingham Street300 Technology Building Pittsburgh, PA 15203Houston, Texas 77204-4021 (412) 995-5000(713) 743-4886dtinker@achieva.infolcburns@uh.edu@davethecfre@lisacburns 35

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