What is the GROUNDSWELL?

How is it changing business?

How are people using social technologies?

How should we evaluate and approach new

technologies?

BREAK

Kivi Leroux Miller: The 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 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

anticipate engagements

sets guidelines

prevents/responds to crisis

adapts through time

Control Somewhat Control No 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…

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 and provide a rule, guidelines and identify who should make decisions for the 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