1. Volunteers on Social Media:Managing Risk and Opportunity February 3rd, 2011 Presented by Jessica Reynolds, Director of Communications, Volunteer Toronto

2. Introduction Whether managing risk or managing volunteers online, organizations must engage in strategic planning in order to leverage the opportunity social media presents.

4. Risk and Opportunity Management: Policies and Procedures

5. Volunteer Recruitment and Management

8. Roughly 84% of Canadians use the internet

9. 70% of Canadians say they use social media Source: Internet Global Rankings, 6S media, StatsCan

10. Contents Your organization & brand are being talked about

11. Contents Whether you join in…

12. …or not.

13. Top-down, broadcast style communication is not enough

14. Non Profits have a choice to make

15. Learn to adapt current communications

16. To engage the community

17. and join the conversation

18. Or be left behind.

19. ?

20. Social media is not just a set of tools

21. flash Real Time Search hashtags Click-throughs Fans Podcasts APIs 2.0 functionality Posts Admins viral videos handles Likes Keywords Track Backs Sites Subscribers FOLLOWERS Links Feeds apps Photos Wikis Tweets Users Blogs Diggs vlogs Tags Groups Metrics Friends Bookmarks UGC Comments Streaming flags Actions Contacts Unique visitors Retweets

22. Used to broadcast your message

23. @THEWORLD I love #Volunteer #Toronto because Volunteering = good Pls RT

24. But a way to develop your brand

25. From a two-dimensional logo

26. To a three-dimensional avatar

28. Goals

30. Complete online brand control is a myth.

31. But sticking one’s head in the sandis not an option.

32. Social media is about managingrisk and leveraging opportunity.

34. How does this impact your Non Profit?

36. 52% will increase leadershipNTEN 2010 Social Benchmarking Survey

37. Whether increasing usage or leadership, social media can easily eat up staff time and expose an organization to risk

39. Training

41. Strategic Planning

43. Before you get started… Do you have what you need?

47. misappropriation of personality

48. Defamation

50. organizational or personal information

51. Electronic records

54. Culturally incompetent or discriminatory postings

55. Off-brand messages

57. Personal use of accounts

58. Personal promotion

59. Off-brand messages

61. Media requests

63. Media requests

66. Evaluate: What policiesor procedures are already in place? E.G. Privacy Policy, Marketing Plan, Confidentiality Contract

67. Evaluate: What policiesor procedures are needed? E.G. Social media policy, social media strategy, brand guidelines

68. Evaluate: Who needs to be included in the discussion and who will manage it?

75. best practices

77. Jeremiah Owyang of the Altimeter Group

78. Social Media Policies are inoculations against crisis. They guide behaviour in the best of times, police it in the worst and allow formeasured response.

80. A Social Media Policy Should…

84. Social Media Strategy

85. A Social Media Strategy is an Internal marketing plan toguide a social media campaign in conjunction with other marketing or communications efforts.

87. Who will do it?

88. What is our capacity limit?

90. How is success defined?

95. Social Media Strategies fit within a broader communications strategy – they are not standalone.

96. Social media strategy

100. 1. Acquire and/or allocate necessary time and resources

101. Social Media takes up a lot of time most Non Profit staff don’t have to spare.

102. Utilizing Volunteers can be an effective means of online outreach

103. But its no panacea.

104. Recruiting and managing Social Media Volunteers requires a different approach.

105. SM = game Players gain and lose social capital in proportion to their perceived value and output

109. Positive, enthusiastic

110. A Problem solver

111. Good at listening

113. A multi-tasker

116. They’re a digital native

118. SM is difficult, exhausting, socially isolating and mostly thankless.

119. Good SM Volunteers are hard to recruit and easy to lose.

120. Consider hiring not one volunteer, but a team

121. SM Volunteer Teams can be structured like an online community moderator group

122. 1. Staff Supervisor 2. Volunteer admin 3.A. Animator 3.B. Animator

125. Campaigns are hard to start and easy to kill.

127. Lack of internal support

128. Unrealistic goals

129. Broadcasting instead of conversing

132. 2. Develop an editorial calendar and work plan

133. Work with all team members (Buy in) to complete the schedule and disseminate it

139. To be fired for this offense is known as being “Dooced”

141. Step out in front of the issue to stay in control of your message the minute it breaks

144. The same as if it had happened in person, though org could be liable

146. Assess situation to see whether removal would improve situation

150. All comments should be immediately removed

151. The individual should be contacted

152. Privacy Officer must be informed immediately