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You Said WHAT About Us on Facebook?Why Your Organization Needs a Social Media Policy

January 18, 2013AFP Greater Houston

Lisa Chmiola Burns, CFRE Dave Tinker, CFREUniversity of Houston ACHIEVACollege of Technology @davethecfre@lisacburns

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What We’ll Go Over

• Define Social Media & Social Networking• How Social Media Impacts Your Group• What is a Social Media Policy• What a Social Media Policy Looks Like• Train and implement• Online Resources

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Definition• What is Social Media?

o A group of applications that allow for user generated content

• What is Social Networking?o Placing individuals into specific groups connected by a

common interest

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The Price Is Right!• Guess the correct social media statistic

• The contestant who is the closest without going over wins!

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The Price Is Right!

• 18%

• Worldwide, more than 50% of people who connect to social media do so by mobile device; in U.S., it’s 30%

• Social networking sites reach 1.2 billion people = 82% of people online

• 1 in 6 minutes online is spent on social networking sites Sources: Mashable, The Next Web, comScore, AdWeek

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• What percent of all time spent online is spent on social media sites?

The Price Is Right!

• 1 billion

• The average Facebook user spends 7 hours a month on the site• Average user connected to 80 groups, events and community

pages• 300 million photos uploaded daily Sources: Facebook, Mashable, The Social Skinny, Gizmodo

• Facebook has how many active users? (Hint: it’s more than 100 million)

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The Price Is Right!

• Over 400 million

• Twitter has 640 million users worldwide; • 72 million active

• 400 million Tweets = 21+ million pages of text

Sources: Media Bistro, Mashable

• How many million Tweets are sent per day?

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Ory Okollon, founder of Ushahidi (nonprofit providing software for information collection)

“It (Ushahidi) is only 10% of the solution. The other 90% is up to the people and

organisations using the platform.”

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More or Less!• Listen to the social media impact statistic

• Guess whether the correct answer is more or less!

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More or Less!

• MORE: 127 countries

Sources: Alexa traffic (December 2012), via VincosBlog

• Of 137 countries surveyed, 100 reported Facebook as the leading social network (most users)

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More or Less!

• LESS: Asia has 278 million

• Europe with 251 million

• North America with 243 million

Sources: Alexa traffic (December 2012), via VincosBlog

• Asia has the most Facebook users, with 300 million

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“We’re still in the process of picking ourselves up off the

floor after witnessing firsthand the fact that a 16-year-old

YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage

has over 5 months.”

Michael J. Fox

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A look at usage in development: CASE• It’s not just Facebook

o While 96% of survey respondents are on FB, 80% have Twitter accounts, 73% use You Tube and 68% manage groups on LinkedIn

o 17% are experimenting with geosocial (location-based) services such as Foursquare

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A look at usage in development: CASE• It’s likely managed outside the development office

o 74% of institutions surveyed stated communications/public relations staff are responsible for creating, monitoring and enforcing social media policy

o This compares to 18% reporting development staff involvement

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A look at usage in development: CASE• It’s emerging in campaign strategy

o 50% of respondents reported social media usage in campaigns

o Uses include event attendance promotion, matching gift challenges and online contests

Source: Third Annual Survey of Social Media in Advancement conducted by the Council for Advancement and Support of Education, mStoner, and Slover Linett Strategies

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Impact

• LGBT awareness campaign raised more than $100k from more than 2,500 grassroots contributors

• This is in addition to more than 50,000 videos uploaded and viewed more than 50 million times

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Policies…Why You Need One• Use by employees, volunteers, consultants, and

people you serve• Impact on marketing and brand, fundraising, and

awareness• NPOs of all sizes need a policy• Avoid Claims

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What is a Social Media Policy?• What it is:

o It sets expectations and boundarieso Operational guidelines for people who o use social media in their job

• What it is not:o Static

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Components of Social Media Policy • Define social media• Identify that you have concerns and interests• Tell people what to avoid• Remind people to protect privacy• State how it’s related to other agency policies• Logos, photos, videos• ‘Friending’ clients, co-workers• How to engage others

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Social Media Policy Examples• Carnegie Mellon University (http://www.cmu.edu/marcom/web-

multimedia/socialmediaguidelines.pdf) o Remember your audience – encourages users to interact

with users posting to sites, keep the goal and audience in mind, and consider frequency of posts for each social media channel

• YMCA Houston (http://www.ymcahouston.org/policy/social-media)o Includes statements regarding sharing of content by users,

including the user having permission of those featured in photographs to post (particularly permission of parents/guardians for children featured)

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Social Media Policy Examples (cont'd)• American Red Cross (https://docs.google.com/document/pub?id=1-

ePB9tl0gAZIGU_lOJrxpOKNpcxBXZaslL-LhY1OwIY) o Includes discussion of balancing personal and professional

lives online, stating “the social media team will see all mentions of the Red Cross online and may contact you…”

• University of Texas at Austin (http://www.utexas.edu/know/directory/guidelines/) o Includes sets of guidelines for both faculty/staff and

managers of social media siteso Encourages all sites to include an approved “Contribute Now”

button, available from Office of Development

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Don’t Have One?• Can lead to

o Leaks and Exposureo Badmouthingo Someone else speaking on your behalf

• Fear Not…It’s Not Too Late

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Social Media Policy Guidelines• In 2010 AFP International crafted guidelines for

members of o AFPo ASAEo NTEN and o The DMA, Nonprofit Federation

• Results were released in late 2010o http://is.gd/yGv43r

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Policies at Your Organization• There are ways to protect your organization before

and after a situation ariseso Before:

Employee Handbook Internet Usage Policy Employee Communication Policy Social Media Policy

o After: Insurance Coverage (General Liability, Professional Liability, Directors & Officers, Employment Practices, Internet Liability) Damage Control

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Handbooks And Training• Employee Handbooks can include policies and

procedures for Internet Usage, Employee Communication and Online Social Media.

• They can be tailored specifically for your organizations operations and exposures and can also include volunteers.

• Training is equally important!

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Online Tools to Help You• AFP Social Media Guidelines- http://is.gd/yGv43r• Beth Kanter’s list – http://is.gd/tSujQv • National Labor Relations Board - http://is.gd/hsKjve• Social Media Policy Samples -

http://socialmediagovernance.com/policies.php

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Let’s Create our Own Policy

• PolicyTool - http://socialmedia.policytool.net/

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What We Discussed• Define Social Media & Social Networking• How Social Media Impacts Your Organization• What is a Social Media Policy• What a Social Media Policy Looks Like• Online Resources

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Questions?

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Peep you in San Diego!

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Feel Free to Contact Us!

Lisa Chmiola Burns, CFRE Dave Tinker, CFREDirector of Development Vice President of DevelopmentUniversity of Houston ACHIEVACollege of Technology 711 Bingham Street300 Technology Building  Pittsburgh, PA 15203Houston, Texas 77204-4021 (412) 995-5000(713) 743-4886 dtinker@achieva.info lcburns@uh.edu @davethecfre@lisacburns

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