Why You Need a Social Media Policy

How Social Media Impacts Your Fundraising

Lisa Chmiola Burns, CFRE Dave Tinker, CFRE

University of Houston ACHIEVA

College of Technology @davethecfre @lisacburns

“Unless someone like you cares a whole awful lot, Nothing is going

to get better. It's not.”

What We’ll Go Over

• Define Social Media & Social Networking

• How Social Media Impacts Your Group

• What is a Social Media Policy

• What a Social Media Policy Looks Like

• Train and implement • Online Resources

Definition • What is Social Media?

o A group of applications that allow for user generated content

• What is Social Networking?

o Placing individuals into specific groups connected by a common interest

The Price Is Right!

• Guess the correct social media statistic

• The contestant who is the closest without going

over wins!

The Price Is Right!

• 22% • 650 million people connect via mobile device

• Social networking sites reach 1.2 billion people = 82% of people online

• 1 in 5 minutes online is spent on social networking sites

Sources: comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal

• What percent of all time spent online is spent on social media sites?

The Price Is Right!

• 850 • 1 in 7 minutes of all time spent online is on Facebook

• Average user connected to 80 groups, events and community pages

• 250 million photos uploaded daily

Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal

• Facebook has how many million active users?

The Price Is Right!

• 340 • Twitter has 300 million users worldwide;

• 140 million active

• 340 million Tweets = 18 million pages of text

Sources: Zdnet.com, comScore, Facebook, Pew Internet & American Life Project, Wikipedia, Twitter, Wall Street Journal

• How many million Tweets are sent per day?

Ory Okollon, founder of Ushahidi (nonprofit providing software for information collection)

“It (Ushahidi) is only 10% of the solution. The other 90% is up to the people and

organisations using the platform.”

More or Less!

• Listen to the social media impact statistic

• Guess whether the correct answer is more or

less!

More or Less!

• MORE: 127 countries

Sources: Alexa & Google Trends for Web Sites

December 2011, via VincosBlog

• Of 136 countries surveyed, 100 reported Facebook as the leading social network (most users)

More or Less!

• LESS: Europe has 223 million, followed by North America with 219 million and Asia with 202 million

Sources: Alexa & Google Trends for Web Sites

December 2011, via VincosBlog

• Europe has the most Facebook users, with 250 million

“We’re still in the process of picking ourselves up off the

floor after witnessing firsthand the fact that a 16-year-old

YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage

has over 5 months.”

Michael J. Fox

Impact • Philanthropy & Social Media (Institute of Philanthropy)

o “It Gets Better” LGBT awareness campaign raised more than $100k from more than 2,500 grassroots contributors

o This is in addition to more than 10k videos uploaded and viewed more than 35 million times

• Network for Good Giving Index Q32011 o Social giving up 55% year-over-year o Average social donation up 26% to $52

• Blackbaud 2010 Online Giving Report o $32 million in SMS (text) donations to the Red Cross for Haitian earthquake

relief o Twestival (Twitter Festival) has raised nearly $1.2 million since 2009 for 137

nonprofits

Why You Need One • Use by employees, volunteers, consultants, and people

you serve

• Impact on marketing and brand, fundraising, and awareness

• NPOs of all sizes need a policy

• Avoid Claims

What is a Social Media Policy? • What it is:

o It sets expectations and boundaries

o Operational guidelines for people who o use social media in their job

• What it is not: o Static

Components of Social Media Policy • Define social media

• Identify that you have concerns and interests

• Tell people what to avoid

• Remind people to protect privacy

• State how it’s related to other agency policies

• Logos, photos, videos

• ‘Friending’ clients, co-workers

• How to engage others

Social Media Policy Examples • Government of Nova Scotia (http://is.gd/r670Pn)

o "Use common sense" -- reminds employees posting online is like talking with a reporter; asks employees to identify themselves as such when posting in official capacities; emphasis on professionalism and respecting confidential information.

• Daimler AG (http://is.gd/UAdqbB) o Provides tips for using social media, highlighting two-way

conversation and separation of opinion from fact.

Social Media Policy Examples (cont'd) • Government of Catalonia (http://is.gd/c9AhVH)

o Details usage by medium (e.g. blog, Facebook, Twitter) o "It must be kept in mind that all Internet activity is recorded

indefinitely, and is accessible to any user.”

• International Federation of Red Cross (http://is.gd/2hDkue) o "Don't say anything online that you wouldn't be comfortable

seeing quoted on CNN, being asked about by your mother or having to justify to your boss."

Social Media Policy Examples (cont'd) • Nordstrom (http://is.gd/zXzO02)

o Encourages employees to be respectful, transparent and humble.

o Gives guidelines for what to do if mistakes are made (correct it, report major issues to supervisor).

Don’t Have One? • Can lead to

o Leaks

o Badmouthing

o Someone else speaking on your behalf

• Fear Not…It’s Not Too Late

Social Media Policy Guidelines

• In 2010 AFP International crafted guidelines for members of o AFP

o ASAE

o NTEN and o The DMA, Nonprofit Federation

• Results were released in late 2010 o http://is.gd/yGv43r

Policies at Your Organization • There are ways to protect your organization before and

after a situation arises o Before:

Employee Handbook

Internet Usage Policy

Employee Communication Policy

Social Media Policy

o After: Insurance Coverage (General Liability, Professional Liability, Directors & Officers, Employment Practices, Internet Liability) Damage Control

Handbooks And Training • Employee Handbooks can include policies and

procedures for Internet Usage, Employee Communication and Online Social Media.

• They can be tailored specifically for your organizations operations and exposures and can also include volunteers.

• Training is equally important!

Online Tools to Help You

• AFP Social Media Guidelines- http://is.gd/yGv43r • Beth Kanter’s list – http://is.gd/tSujQv • Social Media Policy Samples -

http://socialmediagovernance.com/policies.php

Let’s Create our Own Policy

• PolicyTool - http://socialmedia.policytool.net/

What We Discussed

• Define Social Media & Social Networking

• How Social Media Impacts Your Organization

• What is a Social Media Policy

• What a Social Media Policy Looks Like

• Online Resources

Questions?

Feel Free to Contact Us!

Lisa Chmiola Burns, CFRE Dave Tinker, CFRE

Director of Development Vice President of Development University of Houston ACHIEVA

College of Technology 711 Bingham Street 300 Technology Building Pittsburgh, PA 15203

Houston, Texas 77204-4021 (412) 995-5000

(713) 743-4886 dtinker@achieva.info lcburns@uh.edu @davethecfre @lisacburns