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Measuring the Networked Nonprofit
- 1. Peer Exchange Group 1: Stealth Measurement: Using Social Media Effectively: One Channel Focus Create a Facebook culture inside your organization August 4, 2011 Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
- 2. Welcome! If you experience any technical difficulties logging into the system, please contact Ready/Talk Customer support: 800.843.9166 Please use *6 to Mute your conference line While we are waiting, play with the chat:Where are you going or have gone for summer vacation?
- 3. This call is being recorded * 2 Flickr Photo by Malinki
- 4. Peer Exchange Group 1: Stealth Measurement: Using Social Media Effectively: One Channel Focus Name : Date Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
- 5. Agenda Intros/Reminders Principle #1: Create A Social Culture Peer Discussion Next Session Reflection Twitter Hashtag: #measurenp
- 6. Roll Call: Phone/Voice When I call your name, share your organization name Unmute by *7 Mute by *6 Type into Chat: Last week’s homework was to write a couple sentences in your wiki journal that answered this question: Why do you want to improve your organization's practice on Facebook?
- 7. Example of Writing in Wiki Journal AAPIP: http://measure-netnon.wikispaces.com/AAPIP_Group-1 http://measure-netnon.wikispaces.com/
- 8. Quick Reminders Groups 1a at 11:00 amGroups 1b at 1:00 pm Switch groups: OK Missed Session: Listen to Recording Multiple people from organization can participate, tag team – be prepared Do your homework – light and easy! Write in your wiki journals Facebook Stealth Measurement Group
- 9. Wiki Journals: Contact Information and Check List http://measure-netnon.wikispaces.com/
- 10. Stealth MeasurementClosed Facebook Group
- 12. Organizational guidelines for official spokespersons and department presence
- 13. Community guidelines for online discussions and posts
- 14. Allocates enough staff time for oversight and implementation
- 15. Implementation time is effective and efficientPrinciple #1: Create A Social Culture A social media policy provides the rule book for all staff to participate through personal use Organizational guidelines for official spokespersons and department presence Community guidelines for online discussions and posts on Facebook Allocate enough staff time for oversight and implementation – how to use measurement Implementation time is effective and efficient
- 16. Create A Social Culture: Discuss Issues Sharing control of branding and messaging Dealing with negative comments Addressing personality versus organizational voice (trusting employees)
- 18. Why policy is needed
- 19. Cases when it will be used, distributed
- 20. Oversight, notifications, and legal implications
- 21. Guidelines
- 22. Identity and transparency
- 23. Responsibility
- 24. Confidentiality
- 25. Judgment and common sense
- 26. Best practices
- 27. Tone
- 28. Expertise
- 29. Respect
- 30. Quality
- 32. Training
- 35. Checklist Get OrganizedReview Examples Meet with Your TeamWrite the PolicyRoll Out, Training Revise and Update As Needed http://www.bethkanter.org/trust-control/
- 36. You Don’t Need To Start From Scratch http://www.bethkanter.org/trust-control/
- 39. Facebook Specific: Community Guidelines “Girl Scouts of the USA welcomes interaction, discussion, commentary, questions and criticism but ask that comments are kept relevant and respectful. GSUSA reserves the right to remove comments or ban anyone who violates these guidelines. Personal attacks, inappropriate language, spamming and excessive posting will not be tolerated.”
- 40. Type into the chat: What does your organization need to do to become more social? What questions do you have about creating a media policy?
- 41. Three Models 80% less than 10 hours per month How does your organization implement social media?
- 42. Using Measurement for Capacity Building Tracked Results: Stage 1 – Integrated into staff job descriptions Stage 2 – Hired social media staff
- 43. Team or Solo Facebook Work Flow Set Up SMART Capacity Building Objectives Challenge of Transfer 1-4 Hours Per Week
- 44. Type into the chat: Does your organization have the capacity to support work flow for one channel on Facebook? How to increase capacity? What will you do less of to make time? How to get more staff or volunteers doing the work?
- 45. Next Session: August 26, 2011 11:00 am PST 1:00 pm PST Topic: SMART Objective and Measurement Strategy Materials on the Wiki Homework: Write in your wiki journal your thoughts about creating a social media policy or expanding capacity. Review the social media policy examples and select one item from another organization’s social media policy that might resonate with your organization. Write a Facebook Community Guidelines statement. Reflection: What idea or concept struck you? Why? How can you put it into practice?
- 46. Type into the chat: Does your organization have the capacity to support work flow for one channel on Facebook? How to increase capacity? What will you do less of to make time? How to get more staff or volunteers doing the work?
Hinweis der Redaktion
- Every few minutes as we get started, tech support reminder, type into the chat, roll call
- http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
- This is our agenda – we’ll pause along the way for questions.
- Now time for everyone to introduce themselves
- Now time for everyone to introduce themselves
- Remember that application you filed out, here’s a summary of group compositionIf I had to say one word about the group: DiversityWide range of budget sizes, different program areas of the Foundation …..That should enrich our work together, hopefully. One thing we have in common -You all have gone beyond the beginner stage in social media and looking to refine your work through measurement or figure out how to document results.
- Create a social culture. A social culture means that your organization engages people inside and outside to reach your communications goals. To do this, you need to codify the organizational rules around using social media. Trust is cheaper than control. The process of creating a social media policy includes discussion about the issues, reviewing policies from other organizations, and reviewing and approving the policy internally. While organizational concerns vary by type of organization, a common one is sharing control of the official spokesperson role for the organization. The Mayo Clinic has addressed in its social media policy – many nonprofits have borrowed their language. Another common barrier that keeps many people inside of nonprofits opting in to participate on social networks is privacy and security. With training and support, this can be mitigated.
- A social media policy is really two documents – one is philosophical and the other operational.(1) Guidelines: This section should be one or pages that summarizes how your organization can be more effective at using social media. It should not be about control, but more on how to use the tools effectively. It should lay out parameters around organizational and personal use. (2) Manual: This section refers to your social media plan, includes best practices on using social media with specific examples. Many organizations use it as part of their training. Your social media policy should be developed in tandem with your strategy. Discussing the results of the strategy along with the guidelines is valuable. It is also helpful to look at what other organizations are doing and pick out the elements relevant to your org and goals. There are many examples out there, so there is no reason to start from scratch. But, if you want the policy to truly work, you need a process, especially if your organization is still grappling with fears and concerns.
- It is a good idea to have some formal community participation guidelines for the Facebook which are similar to online community guidelines. These can be a brief and simple reminder about civility and respect and deleting in appropriate comments.
- This is an example I heard the other idea from GristThey are online news site for environmental issues – anyone familiarGetting to running
- WorkFlowWho will set up your dashboard?Who will read the the feeds?Who will summarize the findings and share with others on staff?If you're working an intern, will they be empowered to respond to comments?If you are going to do the work yourself, how will you integrate listening in your routine?