Social Media Policy for School Districts

oxiem.comoxiem.comOX IEM | COLUMBUS & SPR INGF I E LD | T: 8 6 6 . 4 3 2 . 8 2 35 | W : OX I EM .COM

Sites

Search

Engaging Branding | Top Technology | Easy Manageability

> Sites that perform & convert visitors to customers

Holistic Web Marketing | Organic + Paid + QOV Metrics

oxiem.comoxiem.com

Social

Holistic Web Marketing | Organic + Paid + QOV Metrics

> Continually-managed, for traffic and conversion

Connect | Convey | Converse With Audiences

> Active dialog that creates a bond and advocacy

Not a Social Media Policy.

oxiem.comoxiem.com

Social Media is Here to Stay

• Your staff and students are using social media more and more everyday

• Over 85% of Americans use social media monthly

• Twitter grew over 500% in the last year

• More video is uploaded to YouTube in 60 days than all 3 major US networks created in 60 years

• Facebook dominates social media

• Over 400 million users, 3 million of those live in Ohio

• Over 50% of these users log-in everyday!

oxiem.comoxiem.com

• Over 50% of these users log-in everyday!

• Mobile use of Facebook is growing like crazy. Over 100 million users are accessing Facebook from a mobile device. Probably from work!

• Teens use social media differently

• 73% of online American teens ages 12 to 17 used an online social network website

• 86% of teen social network users post comments to a friend’s page or wall

•75% of American teens ages 12-17 have a cell phone

Why a Social Media Policy?

• Facebook’s largest group of users are ages 35-54

• One-third of employees surveyed never consider what their boss or customers might think before posting material online (Deloitte Ethics & Workplace Survey)

• 15% of companies have disciplined an employee for violating multimedia sharing/posting policies (Proofpoint)

oxiem.comoxiem.com

sharing/posting policies (Proofpoint)

• 8% have fired an employee because of these violations (Proofpoint)

Social Media Policy

First!Understand Social Media

oxiem.comoxiem.com

Understand Social Media

Internet-Based Tools For

Sharing & Discussing

Information Among

Social Media Defined

oxiem.comoxiem.com

Information Among

Human Beings.

Social Media Strategy

The Old Way Shout!

oxiem.comoxiem.com

Shout!

The Shout Method

oxiem.comoxiem.com

Social Media Strategy

The New Way Listen

oxiem.comoxiem.com

Listen

Facilitate the Conversation

oxiem.comoxiem.com

Social Media Strategy

It’s Happening Whether you Participate or Not

oxiem.comoxiem.com

oxiem.comoxiem.com

Developing a Social

Media Policy

The immediate Response

• Lock everything down!

• 172 million Smartphone’s were sold last year. They will find a way.

• What about what happens after 5 p.m.

• Remember when email was scary

• Write a policy that is focused on what people CAN’T do

• Social media can’t work in public education like it does in the corporate world

oxiem.comoxiem.com

• Social media can’t work in public education like it does in the corporate world

Step 1 – Risk Assessment

High Risk

• Personal voice• High engagement• Integration on multiple levels• Open minded administration

Neutral

• Neutral voice with little personality (broadcast method)• Lower engagement • Limited integration

oxiem.comoxiem.com

Neutral• Limited integration• Administration nervous but willing to try

Low Risk

• Limited use of tools – 100% broadcast• Zero engagement• High monitoring/enforcement plan• Administration scared to death

Step 2 – Listening Audit

• Determine how your staff, students and the community are using social media today:

• Survey students & staff

• Utilize the search engines:

• Search.twitter.com

• Socialmention.com

• Tweetbeep.com (Google Alerts for Twitter)

oxiem.comoxiem.com

Step 3 – Develop an overall philosophy to social media

• Requires development of a social media strategy – an important step you should take!

• This will be different for every organization

For Example:

• Social media will be used to improve communications with the community

• Social media will be used to integrate new learning technologies in the classroom

• Social media will be used to improve communication and collaboration between staff and buildings

oxiem.comoxiem.com

staff and buildings

Step 4 – Ask yourself the tough questions

• Can our staff utilize social media professionally and identify themselves as an employee on their profile?

• If so, what perimeters do we need to define

• How will we respond to negative comments online?

• What is the line between professional and personal?

oxiem.comoxiem.com

• How will we monitor and enforce the policy?

• Do we need a different policy for students, staff and administration?

• How will we evaluate new social media tools as they come up?

Step 5 – Use what’s already out there

• Review existing social media policies that are available on the web

• http://socialmediagovernance.com/policies.php

• http://thinkingmachine.pbworks.com/Think-Social-Media-Guidelines

oxiem.comoxiem.com

And learn from other industries

oxiem.comoxiem.com

Key items for every policy

• What is social media and how will we use it

• Reminders on confidential information

• Define who is responsible and identify a main point of contact

• Responsibility for what is written online

oxiem.comoxiem.com

• Identifying oneself as an employee of the company

• What happens if the policy is violated

Questions?

Billy Fischer | bfischer@oxiem.com| 614.448.1809

@billyfischer

John Fimiani | jfimiani@oxiem.com | 937.901.6219

oxiem.comoxiem.com

@johnfimiani

@oxiem facebook.com/oxiemmarketing blog.oxiem.com

Download this presentation at:

slideshare.net/oxiem