session2 social media policy
DESCRIPTION
TRANSCRIPT
What is the GROUNDSWELL?
How is it changing business?
How are people using social technologies?
How should we evaluate and approach new
technologies?
BREAK
Kivi Leroux Miller: The Accidental Rebranding of Komen for the Cure
http://www.nonprofitmarketingguide.com/blog/2012/02/01/the-accidental-rebranding-of-komen-for-the-cure/
social media policy
social media policy
• Identifies the organization’s culture and voice• Anticipates audience engagement• Sets guidelines for online engagement on
social communications technology• Prevents and responds to communications
crisis• Adapts over time
culture + voice
anticipate engagements
sets guidelines
prevents/responds to crisis
adapts through time
Control Somewhat Control No Control
Our own websiteAnd blog
Our own brochures
Our mission
Our messages
Our Policies
… Things we have the power to create and make absolute decisions on…
Employees or staff
Social Media profiles and accounts
Other people’s comments on our blog or social pages
Search
… Things we can influence but may not have the final say on…
Other people’s websites and blogs
Comments and reviews on other people’s websites and blogs
Reactions or responses to services, products or brand
… Things we can not influence or make decisions on…
People + Rules + Guidelines
social media policy
• Identifies the organization’s culture and voice• Anticipates audience engagement• Sets guidelines for online engagement on social
communications technology for those responsible for communicating and managing on online social platforms
• Prevents and responds to communications crisis• Adapts over time
Instances– An employee writes something negative about a higher up on
their own personal Facebook Page – An employee creates an unofficial twitter account for the
company that is discovered but is actually positive and has a large following.
– A negative comment by a customer was accidently published on the company blog.
– A customer posts a complaint publically on twitter account for the whole twitterverse to read.
– Someone on staff had deleted a negative comment from your Facebook page, This has caused further negative reaction on the Facebook Page.
Exercise: As a small group, discuss the instances above. Brainstorm and provide a rule, guidelines and identify who should make decisions for the instances. Then present your rules and guidelines to the class.
Assignments Due Next Week: • Find two – three real world social media
policies, review them and respond with your analysis of the policies: What do they prioritize? What a re good examples to follow?
• Complete your Client Proposal Form• Email me your Wordpress Blog URL