Recommendations and best practices for creating internal and legal guidelines that help establish your organization's social media foundation.

1. BUILDING SMART
SOCIAL MEDIA POLICIES
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

2. today’s session
INTRODUCTIONS
•
WHY SOCIAL MEDIA REQUIRES
POLICY + GOVERNANCE
•
BREAKOUTS
•
REPORTING BACK
•
QUESTIONS
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

3. Hello, there.
ASHLEY LUSK
Social Media Lead
@arlusk
+
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

4. tweet
# SocialBrownBag
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

5. Your work is challenging.
Your hours are long.
Your resources are few.
But, your mission is real.
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

6. Social media is a powerful tool.
It brings you face-to-face
with the people who care most
about your cause.
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

7. ??So, why aren’t you protecting it?
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

8. Social Media
Policies
Protect you, your
organization and
your employees.
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

9. CRAFTING SUCCESSFUL
SOCIAL MEDIA POLICIES
Clarify
Community
GuidelinesCraft a
Governance
Strategy
Develop
Social
Media
Policies
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

10. Social Media Policy:
The expectations for how your employees should engage on social
media, both professionally and personally.
Governance Strategy:
Helps to define expectations, grants power to community managers
and spokespeople, and verifies the performance of your organization’s
social media strategy.
Community Guidelines:
The expectations for how users, constituents, volunteers external to
your organization should interact with your organization on social
media.
SETTING STANDARDS
TYPES OF SOCIAL MEDIA POLICIES
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

11. THE PURPOSE OF A SOCIAL MEDIA POLICY:
MANAGE RISK AND CULTIVATE VOICES
Clarify
Community
GuidelinesCraft a
Governance
Strategy
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
Develop
Social
Media
Policies

12. Internal policies help guide associates’ interactions with social
media, both personally and professionally. An organization that
truly cultivates social media community among their associates
will not only invite them to participate in the conversation, but
also arm them with the tools and resources needed to serve as
productive advocates for your mission.
SOCIAL MEDIA POLICY
MANAGE RISK AND CULTIVATE VOICES
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

13. h"p://3spot.us/1jaRk3Z
SOCIAL MEDIA POLICY - BEST IN CLASS
National Public Radio
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
http://3spot.us/1jaRk3Z

14. BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

15. BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

16. “Countless conversations take place about Coca-Cola every day, and
we want our Company’s more than 150,000 associates…to join
those conversations, represent our Company, and share the
optimistic and positive spirits of our brand.”
– Coca-Cola, Social Media Principles
SOCIAL MEDIA POLICY
SHARE YOUR COMMITTMENT
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

17. 1. What is the organization’s philosophy on social media?
2. How should associates interact with social media? Is it welcomed?
3. Can employees identify themselves as part of the organization? If so, in what ways?
4. Can employees be on social media during working hours?
5. Can and how should employees engage with constituents on social media?
6. What should an employee do if they make a mistake on social media?
7. What are behaviors that will not be tolerated? What are consequences for violation?
8. Add’l considerations: Posting about children? Sensitive or confidential information?
9. Guidelines for copyright and fair use of images and media.
10. Who owns a social media presence started on behalf of the company?
SOCIAL MEDIA POLICY
10 THINGS YOUR SOCIAL MEDIA POLICY SHOULD ADDRESS
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

18. THE PURPOSE OF A GOVERNANCE STRATEGY:
LEAD THE CONVERSATION
Clarify
Community
GuidelinesCraft a
Governance
Strategy
Develop
Social
Media
Policies
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

19. Governance policies help to define expectations, grant power or
verify the performance of your organization’s social media
strategy. This is an ideal opportunity to establish your
organization’s voice and tone in the digital space.
GOVERNANCE STRATEGY
LEAD THE CONVERSATION
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

20. GOVERNANCE STRATEGY - BEST IN CLASS
American Red Cross
“Meet, serve, steward your community where they spend time.”
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG
http://3spot.us/1fLgT7p

21. 1. What is your organization’s social media strategy?
2. Who is authorized to post to social media on behalf of your organization?
3. How should associates/spokespeople respond to inquires or replies
received through social media?
4. What happens if a mistake is made on the organization’s social media
platforms? What is the escalation plan?
5. Are there recommended tools or training for people interested in social
media?
GOVERNANCE POLICY
5 THINGS YOUR GOVERNANCE POLICY SHOULD ADDRESS
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

22. THE PURPOSE OF COMMUNITY GUIDELINES:
PROTECT YOUR BRAND + PEOPLE
Clarify
Community
GuidelinesCraft a
Governance
Strategy Develop
Internal
Policies
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

23. Community Guidelines set expectations for how users,
constituents and volunteers external to your organization
should engage in your social media communities. It protects
your staff and your online community from digital harassment.
COMMUNITY GUIDELINES
ENGINEERING COMMUNITY
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

24. COMMUNITY GUIDELINES
We the People
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

25. COMMUNITY GUIDELINES - YMCA
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

26. • Communicate social media and digital communication policies clearly at
the beginning of the employment relationship.
• Work with your lawyer to draft a social media policy that is narrowly
tailored to your organization’s needs, and does not violate the National
Labor Relations Act, which protects the rights of employees to engage in
“concerted action” for mutual aid and protection, including discussing
working conditions online.
• Update all employee policies to reflect the realities of their presence and
interactions in the digital space.
• Reflect on your organization’s special circumstances. Do you need
policies for photographing children? Should staff understand COPPA?
A FEW POLICY DO’S & DON’TS
DO
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

27. A FEW POLICY DO’S & DON’TS
DON’T
• Ask employees to provide login credentials for their personal social
media accounts.
• Use an individual employee’s name as the account name on any
social media account belonging to the organization.
• Adopt policies that violate the terms of use of applicable social media
platforms or the National Labor Relations Act.
• Present social media policies that are layered in legalese. Make it easy
for your associates to understand their boundaries, guidelines and
opportunities.
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

28. BREAKOUTS
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

29. BREAKOUTS
• Tara, a forward-thinking
employee, opens a social
media account in support of
her role at your
organization. The handle is
@Tara_YourOrg.
• After a few years of building
her social media presence
and more than 10,000
followers, Tara leaves the
organization.
• According to your social
media policy, who owns the
Twitter handle + followers?
• Kara is long-time associate
of your organization. She’s
passionate and dedicated to
your mission.
• One afternoon she comes
across an article on
CNN.com where a
commenter mentions your
organization and describes
negative and factually
inaccurate data.
• She wants to respond.
According to your policy,
can she?
• James is a a dedicated
associate who manages
your social media accounts
in addition to an active
personal Twitter feed.
• One night, James has too
much to drink and
accidentally sends a sloppy
message meant for his
personal account, to the
organizational account.
• According to your social
media policy, what happens
next?
Situation 1 Situation 2 Situation 3
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

30. REPORTING BACK
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

31. Questions
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

32. Curated Pinterest board of social media policies:
http://bit.ly/1q0Zte5
Idealware social media policy development workbook:
http://bit.ly/1lwxan3
NLRB-approved sample social media policy:
http://gt-us.co/1kuQMIa
Big list of 100+ social media policies:
http://bit.ly/1fXQ5na
Social Media Escalation Plan/Crisis Management:
http://3spot.us/1fmaMMa
TOOLKIT
SOCIAL MEDIA POLICY RESOURCES
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

33. National Labor Relations Board Fact Sheet on Social Media:
http://1.usa.gov/1kU9Xbq
Federal Trade Commission Disclosure Guidelines:
http://1.usa.gov/1mSElHW
Federal Trade Commission Guidance on Endorsements:
http://1.usa.gov/1i3KSZW
Federal Trade Commission Q&A on the Children’s Online Privacy
Protection Act: http://1.usa.gov/1n7gdxU
New York Attorney General’s Cause Marketing Guidelines:
http://bit.ly/1eRosfv
TOOLKIT
SOCIAL MEDIA LEGAL RESOURCES
BUILDING SMART SOCIAL MEDIA POLICIES #SOCIALBROWNBAG

34. .