1. Maturing Your Organization's Social
Culture ... by Creating a Policy?
#12NTCsmpol
Lisa Colton, Darim Online
Andrea Berry, Idealware

2. Agenda
• Why a Social Media Policy
• Process and Product
• 5 Key Attributes and Examples
• How Will the Process Help You and
Your Organization?
• Q&A and Discussion
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 1

3. Obstacles to Social Media Maturity
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 2

4. Fear
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 3

5. Allocation of Resources
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 4

6. Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 5

7. Get Everyone On The Same Page
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 6

8. PROCESS
can be even more valuable than
PRODUCT
For a successful process,
who needs to be involved?
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 7

9. Start With Your Values
Based on your mission or brand,
define a set of terms that can help steer your brand
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 8

10. Determine Your Social Media Values
From these values, create guidelines to use when posting…
What does this mean for your presence in the
Value social media world?
We will focus on listening to what others are
saying in our community and make a priority to
Responsiveness respond in a quick and informative manner.
We will not take a stance on political issues in
Impartiality our posts nor offer recommendations that are
not grounded in facts.
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 9

11. Value Proposition:
Charles & Lynn Schusterman Family Foundation
Values:
• Network Weaving
• Openness
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 10

12. Social Media Roles
Who will do what in the
social media process?
Main Coordinator
Primary Listener/Moderator
Expected to Post
Allowed to Post
Content Contributor
These jobs may differ
between channels
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 11

13. Who Will Do What?
Executive Director
Director of
Program Director
Development
Online
Marketing Program Program Program
Communication
Manager Manager Manager Manager
s Manager
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 12

14. What Should You Say?
Make you posts related to
your values:
• What is totally within
bounds?
• When is it okay to post
outside of your guidelines?
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 13

15. What Should You NOT Say?
What requires approval to post?
What is taboo?
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 14

16. What to Post?
Charles & Lynn Schusterman Family Foundation
They ask themselves,
does my post:
• Share Foundation
expertise
• Expose grantee work
to a broader audience
• Expose grantees to
broader ideas
Does it touch on sensitive
advocacy issues?
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 15

17. Monitoring Policy
What are you listening for?
There is a trade off between time spent and results…
Results
Time Spent Monitoring
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 16

18. How Much Will You Monitor?
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 17

19. Responding To Negative Things
Should you limit or moderate discussion within your community?
Will hurtful comments
damage your community?
Where might people say
these things instead?
Will it let you show how
responsive you are?
Consider the actual damage
that will be done
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 18

20. Guidelines For Your Community
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 19

21. Responding to Positive (and Neutral) Things
When do you respond?
Who should respond?
What do you say?
What are the implications?
How is this connected to
your brand?
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 20

22. Would You Respond?
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 21

23. Define a Plan
Define a set of
operating procedures
as to when you should
respond.
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 22

24. Privacy Issues
What are your
potential privacy
issues?
• HIPAA?
• Safety or
Protection?
• Sensitive
Services?
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 23

25. Posting and Privacy Issues
What can you post?
What can you only post with
permission from those included?
What can you never post?
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 24

26. What Should You Keep Private?
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 25

27. How Will You Deal With Permission?
Permission Issues:
• Using Names
• Tagging Constituents
• People in Photos or Videos
Images of children are very
tricky…
Signed permission forms that
explicitly state how images can
be used can be very helpful.
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 26

28. Copyright vs. Creative Commons
Copyright Creative Commons
A) Copyright: People B) Creative Commons: People can use
should ask us permission or our content under certain circumstances
before reposting any of our
content • Attribution: If they repost, they
should credit us for the content with
a link back to our site
• Derivates: Anyone can modify our
content as they like and repost it,
without needing permission
• Commercial Use: Someone can use
our content to sell something,
without needing permission
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 27

29. Attribution
How will you identify the source?
How much is attribution valued?
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 28

30. Understanding Rules (and Courtesy)
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 29

31. Personal vs. Professional: Posting
What is NOT okay to post in
each circumstance?
• Posting as the organization
on organizational account
• Posting as individual on
organizational account
• Posting as an individual on
individual account
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 30

32. Personal vs. Professional: Relationships
Can staff befriend board members, volunteers, clients?
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 31

33. The Effects of Drawing a Hard Line
Teachers cannot friend parents (past
or present) on Facebook.
There was required “de-friending” of
existing connections.
Benefit:
• Protection against privacy issues
Loss:
• Connection to current community
• Connection to alumni community
• Ability to mentor families and
respond to issues informally
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 32

34. Personal vs. Professional: Ownership
Be clear about who owns content and accounts…
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 33

35. Who’s The Owner?
Who owns the content?
Who owns the account?
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 34

36. Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 35

37. Q&A
and
DISCUSSION
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 36

38. Social Media
Policy
Workbook
Maturing Your Org’s Social Culture … By Creating a Social Media Policy? Slide 37

39. Evaluate This Session!
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