What happens when big brands, national nonprofits like the NRA or Susan G. Komen ignore their community or influencers lash out when they did not like what people had to say? This presentation explores some of these failures so you can avoid this pitfalls.
4. #C2Webinar
Don’t Be Old School!
Old School Professional New School Professional
We operate in a closed
environment. We don’t share
much publicly.
We are open and transparent
and welcome conversations with
our community.
Any type of PR is good PR. Bad PR will have negative
consequences for our brand and
how we are perceived.
Shy away from criticism. It will
fade away.
We must address criticism
immediately or it will erupt.
If we don’t know the answers to
questions – don’t say anything or
spin it.
Thank people for their question
and let them know we are looking
into it if we don’t know the
answer.
13. #C2Webinar
Don’t Chastise Your Community
When They Speak Out
“We are dismayed and extremely disappointed
that actions we have taken to strengthen our
granting process have been widely
mischaracterized.
– Nancy Brinker, Susan G. Komen, Founder
23. #C2Webinar
Step 1: Content
Program or service updates/changes
Staff announcements
Jobs
Volunteer opportunities
Fundraisers
Upcoming events
Event results/wrap-ups
24. #C2Webinar
Step 2: Goals
Increase visibility of the organization
Increase participation
Raise funds
Build leadership
Find sponsors or partners
Recruit volunteers
Build community
28. #C2Webinar
Social Media Handbook
Personal vs Professional:
Don’t be afraid of customer service
Plan for the future
Don’t be afraid to say no to friends
Share knowledge regularly
29. #C2Webinar
Social Media Handbook
Guidelines to consider:
Assume personal use and prepare staff
Focus on things to say, not things they
can’t say
Be honest and transparent
Use a disclaimer
30. #C2Webinar
Social Media Handbook
Guidelines to consider:
Be a good ambassador
Engage with the audience and build
relationships
Safeguard the organization’s name and
content
Give credit when credit is due
31. #C2Webinar
Social Media Handbook
Guidelines to consider:
Respect confidentiality and keep security
in mind
Be responsible and use best judgment
Separate opinions from facts
Know that the Internet is permanent
32. #C2Webinar
Social Media Handbook
Create your own Social Media Policy:
http://socialmediagovernance.com/policies
.php
http://policytool.net/
http://www.scribd.com/doc/97831071/Pers
onal-Social-Engagement-Guidelines-2-0
Here’s an example of what your content map might look like. You’ll see that the goals and the content are listed on the left, and then along the right are all the various outlets. I like to use X, O and blank to denote that x=that content is always posted to that outlet; o=content is posted only if relevant; and blank=content is never posted to that outlet. You can use yes no maybe or any other set of indicators that work for you. Again, I’ve created this template as a public google doc so you can use that link to grab the template and save it to your own computer to use with your team.
Before we go ahead with the metrics and tracking, does anyone have any questions?