THE GROUNDSWELL AND SOCIAL MEDIA POLICYLAYING A FOUNDATION FOR COMMUNICATING WITH THE ONLINE PUBLIC

DUE TODAYClient Candidate ProposalsWordpress Blog

TEAM SHARINGClient Candidate ProposalsShare with your classmates your ideas about possible semester clients

GROUNDSWELLA social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.

HOW ARE PEOPLE USING SOCIAL TECHNOLOGIES?Creating Original Content and Sharing with OthersConnecting on Social Networks to Create & Build RelationshipsCollaborating to Get Something DoneReacting to Content, Each Other and Events on the GroundOrganizing Content to Make Things Easier to Find and AccessAccelerating the Consumption of Information

NEW TECHNOLOGY

How should we approach new tools, platforms and technology?

Does it enable me to connect with others in a new way?Is it easy and effortless to sign up?Does it shift power from institutions to ordinary people?Does the community generate enough content to sustain itself?Is it an open platform that invites partnerships?

BREAK

KIVI LEROUX MILLERThe Accidental Rebranding of 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 POLICYIdentifies the organization’s culture, voice & valuesAnticipates audience engagementSets guidelines for online engagement on online social communications technologyPrevents and responds to communications crisisAdapts over time

Intel’s Social Media Policy is a great examplehttp://www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html

PEOPLE + RULES + GUIDELINES

A social media policy is a dynamic document that sets the guidelines for online engagement for designated or defined people within an organization, business or institution. It should reflect the company or client culture & values, anticipate audience engagement, prevent and respond to communications crisis through the social web.

SOCIAL MEDIA POLICY

CONTROL

Our own websiteAnd blog

Our own brochures

Our mission

Our messages

Our Policies

… Things we have the power to create and make absolute decisions on…

Employees or staff

Social Media profiles and accounts

Other people’s comments on our blog or social pages

Search

… Things we can influence but may not have the final say on…

Other people’s websites and blogs

Comments and reviews on other people’s websites and blogs

Reactions or responses to services, products or brand

… Things we can not influence or make decisions on…

SOMEWHATCONTROL

NO CONTROL

TEAM EXERCISEDeveloping social media policies

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 company 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 team, discuss the instances above. Brainstorm and provide a rule, guidelines and identify who should make decisions for the instances and who should follow them. Then present your rules and guidelines to the class.

TEAM PRESENTATIONSSocial Media Policies

HOMEWORK ASSIGNMENTSDue Next Week:Read Chapters 1 & 2 of the Groundswell and provide a response on your own blog. Email me the link to your response

Find three examples of Real World Social Media Policies and provide an analysis - what is good? what more can they do Document your response on your blog.

Due Today:3 Semester Client Candidates

Email me your Wordpress Blog URL by the end of today