FSFO is developing a social media policy to guide staff usage of social media both on official FSFO channels and personal accounts. The policy aims to enhance services, build community, share knowledge, and promote advocacy while protecting confidentiality and presenting a positive brand image. Staff must identify themselves as FSFO employees on social media and avoid any content that may embarrass the agency. Violations of the policy could result in disciplinary action up to termination.

1. Family Services à la Famille Ottawa Social Media June 23, 2011

3. Social media are meant to “engage” and be a two-way conversation

4. Same level of risk as sending out a news release, but goes directly to individuals

5. Generally used for sharing info/promoting/creating communities of interest/raising profile

6. Purpose at FSFO

7. Enhance services provision

8. Building community

9. Knowledge transfer

10. Social action/advocacy

12. Also guides the use of and contribution to external social media channels by FSFO staff

13. Employees are accountable for the content they post on social media sites (FSFO and others)

14. Executive Director – sole authority to determine which programs/services use social media channels, staff members responsible and allocated resources

15. Purpose, resources, responsibilities and expectations to be established in writing prior to introduction of new FSFO social media channels

17. Names, passwords, account info managed by FSO’s technology coordinator

18. Profiles will link back to FSFO and be consistent with the brand (e.g., @Tim_FSFO)

19. Approved staff will identify themselves as employees of FSFO

20. Images of individuals (stills and video) will be used with appropriate written permissions

23. FSFO reserves the right to delete submissions that contain content that is not consistent with the agency (vulgar, personal attacks, offensive comments)

24. Escalation for problems/concerns – first to program area supervisor, if necessary supervisor to Executive Director

27. Never post or create anything that would be potentially embarrassing or offensive for FSFO

28. Those easily seen to represent FSFO are expected to consider that relationship and take precautions to ensure activities reflect positively on the agency.

31. Short statements, including hyperlinks to more information

34. Set up personal account, photo/logo, profile

35. Follow the right people/orgs to get the best, most relevant information (e.g., politicians, researchers, clients, peers) [Tip, look at who your influencers are following and then follow some of those people]

36. Find a tool you like (iGoogle, Hootsuite, Tweetdeck) to help you manage Twitter

37. Set up searches/mentions

38. Lurk - get to know the lingo, see what people are posting/sharing

39. Retweet a few things

40. Reply to someone

41. Remember:

42. Profile should include a disclaimer “My tweets are my own.”

43. Once a tweet is out there, anyone can share it; you can delete it, but it will remain on the feed

45. Can create events, ask for donations, ask questions and create polls, start discussions, send links to FSFO website, “like” other organizations

46. When you post info, it shows up in all your fans’ news streams (their home page on Facebook).

47. If a “fan” likes you, all their friends get a notification

48. Remember:

49. When you update your status, everyone sees it

50. If you post photos, everyone sees them (need permissions)

51. If you comment on someone’s comment, everyone who has commented sees your comment

52. People will use Facebook to communicate with you; it needs to be monitored and comments need to be acknowledged, if applicable

55. Can be written by various people – different voices, but make sure to identify the writer; use an informal tone

56. Great way to share opinions (thought leadership); provide additional information on a program/event; comment on current affairs, studies, policy; engage your readers and ask for feedback on ideas/policies/potential programs

57. Use photos/videos, link to other blogs/studies/websites – make it visually interesting

58. Remember: keep the language neutral; refer to the Guidelines

59. Responding to comments on your blogs

60. Make sure to keep track of comments and to engage with your readers (respond)

61. Example: http://www.child-psych.org/2011/05/breastfeeding-versus-formula-feeding-and-the-rate-of-early-childhood-obesity.html

62. Negative comments are okay (remember Rules of Engagement); clarify erroneous information; add links to additional info if necessary; delete posts that do not respect Guidelines (link to Guidelines from your blog to help you justify)

63. Commenting on other people’s blogs

64. Great way to build your own profile and thought leadership

66. Share them publically by sending out a URL to your bookmarking page

67. People can sign up for updates whenever you add a new link

68. Tag articles/links based on the content (e.g., children, adoption, etc.)

69. Add a link to your home page, Facebook page, email signature

71. Very shareable/easy for people to find

72. Create your own channels e.g., FSFO Channel

73. Embed the video on your Facebook page; link to a video from Twitter

74. People can “like” or share your videos

75. Keep in mind the Guidelines

76. Examples of uses for video/animation:

77. capture/share events

78. share news stories about FSFO

79. create promotional or instructional videos (hope for viral)

80. PR campaigns

82. Professional network – think of it as your professional association

83. Used to connect with peers and colleagues

84. Your profile is your CV

85. Post updates/include your Twitter feed/share links and information

86. Get value from belonging to groups and sharing information/asking questions

88. Tools of the trade

89. iGoogle

92. www.fusecommunications.ca