Published on February 6, 2013
What is the GROUNDSWELL?How is it changing business?
How are people using social technologies?
How should we evaluate and approach new technologies?
Kivi Leroux Miller:The Accidental Rebrandingof Komen for the Cure http://www.nonprofitmarketingguide.com/blog/2012/02/01/the-accidental-rebranding-of-komen-for-the-cure/
social media policy
social media policy• Identifies the organization’s culture and voice• Anticipates audience engagement• Sets guidelines for online engagement on social communications technology• Prevents and responds to communications crisis• Adapts over time
culture + voice
prevents/responds to crisis
adapts through time
Control Somewhat Control No ControlOur own website Employees or staff Other people’s websitesAnd blog and blogs Social Media profilesOur own brochures and accounts Comments and reviews on other people’sOur mission Other people’s websites and blogs comments on our blogOur messages or social pages Reactions or responses to services, products orOur Policies Search brand… Things we have … Things we can … Things we can notthe power to create influence but may not influence or makeand make absolute have the final say on… decisions on…decisions on…
People + Rules + Guidelines
social media policy• Identifies the organization’s culture and voice• Anticipates audience engagement• Sets guidelines for online engagement on social communications technology for those responsible for communicating and managing on online social platforms• Prevents and responds to communications crisis• Adapts over time
Instances – An employee writes something negative about a higher up on their own personal Facebook Page – An employee creates an unofficial twitter account for the company that is discovered but is actually positive and has a large following. – A negative comment by a customer was accidently published on the company blog. – A customer posts a complaint publically on twitter account for the whole twitterverse to read. – Someone on staff had deleted a negative comment from your Facebook page, This has caused further negative reaction on the Facebook Page.Exercise: As a small group, discuss the instances above. Brainstorm andprovide a rule, guidelines and identify who should make decisions forthe instances. Then present your rules and guidelines to the class.
Assignments Due Next Week:• Find two – three real world social media policies, review them and respond with your analysis of the policies: What do they prioritize? What a re good examples to follow?• Complete your Client Proposal Form• Email me your Wordpress Blog URL
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Social Media (Session2): Building A Social Media Strategy. Date: Wednesday, October 23, 2013. Time: 9:00am - 4:00pm. Sponsor: SCORE DC. Fee: Online: $75 At ...
Social media and how to develop a policy. A research paper from the Institute of Employment Studies, commissioned by Acas, highlights the difficulties some ...
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Read examples of 5 social media policies from 5 very different companies to help you get started drafting a social media policy for your own company.
Coca-Cola recognizes the importance of participating in online conversations and are committed to ensuring that we participate in social media the right way.