today’s

about

about

st. jude in

social

social

establish social team

• lead by interactive

• two full time people

• social strategy

• moderator

• cross-functional

human resources

• purpose

• for all employees

• general social

• approach

• human resources

• reactive

• general guidelines

interactive group

• purpose

• for official reps

• specific social

• approach

• marketing

• proactive

• specific guidelines

employee moderator

development of a

ID stakeholders

set objectives

interview team

draft policy

implement training

resourceswww.socialmediagovernance.com

www.123socialmedia.com

• Society for human resource mgmt

• HR audio seminars

• IBM

• CISCO

• Intel

• Sun

• GE

See appendix

employee

employee participation

physical

world

online

world

employee participation

do

• follow code of ethics

• be personally responsible

• use disclaimer language

• substantiate claims

• respect laws

• respect your audience

• add value

• stick to your area of expertise

do not

• be misleading

• provide confidential info

• reference clients w/o approval

• give referrals

• interfere with work role

• pick fights

• comment on a crisis situation

• comment on legal matters

moderator marketing

policy – 15 pages

• general overview

• executive summary

• purpose & scope

• general definitions

• version control

• community and content strategy

• requests & calendar

• moderation strategy

• questionable material

• violations

appendix – 25 pages

• terminology definitions

• goals for engaging social media

• social media guiding principles

• user audiences (employees, volunteers)

• content usage

• patients and families

• hiring and recruiting

• content do’s and dont’s

• branding usage

• moderation escalation

• crisis management

• social media tools and dashboards

• benchmark social media policies

moderator marketing

do

• moderate/community mgr

• post relevant messages

• post as necessary

• respond in less than 2 hours

• mix it up

• news

• updates

• awareness

• recruiting volunteers

• fun stuff

social media calendar

internal

employee

human resources

• content

• philosophy training

• 3 page policy

• 17 guidelines

• frequency

• upon employment

• once a year

• e-learning

interactive group

• content

• specific training

• 15 page policy

• 25 page appendix

• frequency

• regular content calendar

• monthly tips

• quarterly training

• danny university

moderator

st. jude in

key

• identify stakeholders

• determine your objectives

• benchmark best practices

• hr team: 16 guidelines

• social team:

• keep it simple

• listen & participate

• repeat often

• make it fun

contact

text: text MHANNOCK to 50500

email: melanee.hannock@stjude.org

facebook: facebook.com/mhannock

twitter: @mhannock

contact {

for reference

• online resources

and policies

• social media policy

table of contents

Online resources and policies

http://beth.typepad.com/beths_blog/2009/04/social-media-in-the-

nonprofit-workplace-does-your-organization-need-a-policy.html

ASHA (nonprofit) social media guidelines

Blog Council Disclosure Best Practices Kit

Charlene Li's Wiki of social Media Policies

MindMap of Social Networking Policy Discussion

Laurel Papworth: Social Media and PR Crisis

Laural Papworth: 40 Social Media Policy Links

40 Guidelines for web 2.0

Mashable, Should Your Company Have A Social Media Policy

Dave Fleet, External Policies,

Dave Fleet, Social Media Policy Series

Dana Theus, Air Force Blog Policy Case Study

Peter Campbell, The ROI of Flexibility, Steve Heye, I Believe in the

ROI of Flexibility, Don't You?

Beth Kanter, IT Departments and Social Media

Colin McKay, Secret Understand Guide to Social Media

Mashable, Facebook Can Get You Fired

Mashable, YouTube Can Get You Fired

Sachachua, Gen Y Social Media in the Workplace Guide

Drew McLellan, Who Really Owns Your Social Media Persona

Mashable, How To Manage Multiple Social Media Profiles

Nonprofit Management Library, Internet Acceptable Use Policies

Blog Council - Disclosure Policy

Greteman Group (Marketing Agency)

IBM Social Computing Guidelines

CISCO Internet Postings Policy

HP Code of Conduct

Intel - Social Media Guidelines

Opera Employee Blogging Policies

Sun Guidelines on Public Disclosure

Harvard Law School - Terms & Policy

BBC - Editorial Guidelines, personal use of Social Networking

US Navy - Web 2.0 - Utilizing New Web Tools

CivilService - Code for Online Participation

(CIPR) Chartered Institute of Public Relations Social Media

Guidelines

CIPR - Social Media Guidelines for Consultation

US Air Force Social Media Policy (with flow chart)

Porter Novelli (PR Firm - added 2-26-08)

Government Policy (added 2-26-08)

Dow Jones Social Media Interaction Policy

WellsFargo Community Guidelines

Wall Street Journal

GM Motors Blogging Policy

Gartner Web Participation Policy

Associated Press Social Media Policy

ESPN Employee Social Media Policy

ESPN Talent / Anchor Social Media Policy

social media policy outline – table of contents

1 Executive Summary 5

1.1 Introduction 5

1.2 User Groups and Sites 5

1.3 Requests 5

1.4 Moderation Strategy 5

1.5 Violations 6

1.6 Appendixes 6

2 Purpose 6

3 Scope 7

4 Definition 7

5 Version Control and Updating 7

6 Community and Content Strategy 7

6.1 Social Media User Groups 7

6.1.1 Employees 8

6.1.2 Volunteers/Supporters 8

6.1.3 Patients/Families 8

6.1.4 Vendors 8

6.1.5 Media 8

6.1.6 Official Corporate Partners 8

6.2 Sites 8

6.2.1 Official ALSAC/St. Jude Sites 8

6.2.2 Official ALSAC/St. Jude Partners 9

6.2.3 Unofficial ALSAC/St. Jude Sites 9

6.2.4 Unauthorized Sites 9

7 Requests 9

7.1 Post Guidelines 9

7.2 Social Media Calendar 9

7.3 Initiating a Request 10

7.4 Process Flow 10

7.5 Timing 11

8 Moderation Strategy 11

8.1 Frequency and Response Time 11

8.2 Site Moderation 12

8.2.1 Official ALSAC/St. Jude Sites 12

8.2.2 Official ALSAC/St. Jude Partner Sites 12

8.2.3 Unofficial ALSAC/St. Jude Sites 12

8.2.4 Unauthorized Sites 12

8.3 Questionable or Objectionable Material 13

8.3.1 Inaccurate Information 13

8.3.2 Offensive/Slanderous 13

8.4 Patient/Family Issues 13

8.5 Off Topic Posts and Solicitations 14

8.6 Hospital-Related Information 14

8.7 Customer Service Issues & Complaints 14

8.8 Donor-Related Inquiries 15

8.9 Press Inquiries 15

8.10 Escalation 15

9 Violations 15

10 Appendix – Terminology 16

11 Appendix – Goals for Engaging Social Media 18

12 Appendix - Social Media Guiding Principles 19

12.1.1 Code of Conduct 19

12.1.2 Responsibility 19

12.1.3 Identity 19

12.1.4 Disclaimers 19

12.1.5 Cite Other’s Work 19

12.1.6 Confidentiality 19

12.1.7 Privacy 19

12.1.8 Respect 20

12.1.9 Act as if Your Mama is Watching 20

12.1.10 Creativity 20

12.1.11 Ethical Conduct 20

12.1.12 Work First 20

12.1.13 Judgment 20

13 Appendix – ALSAC/St. Jude Employees 21

13.1 Employee Handbook 21

13.2 Additional Guidance 21

13.3 Roles, Responsibilities and Stakeholder Groups 21

13.3.1 Business Unit 21

13.3.2 Donor Services 22

13.3.3 Communications 22

13.3.4 NDM E-marketing 22

13.3.5 Human Resources 22

13.3.6 Legal 22

13.3.7 Hospital 22

14 Appendix – Use of Patients and Families in Social Media 23

14.1 Acceptable Use 23

14.2 Not Acceptable Use 23

14.3 Patient/Family Posts 23

15 Appendix – Volunteers/Supporters 25

15.1 Linking Policy 25

16 Appendix – Corporate Partners 28

16.1 Acceptable Social Media usage for Corporate Partners 28

16.2 Unacceptable Social Media Usage for Corporate Partners 29

16.3 Opportunities to Share 29

17 Appendix - Event Management 30

18 Appendix –Hiring and Recruiting 31

19 Appendix – Content Post Dos and Don’ts 32

19.1 Don’t 32

19.2 Do 32

20 Appendix - Branding 33

20.1 Logo and Brand Usage 33

20.2 Sponsor Logo and Brand Usage 33

21 Appendix – Moderation Escalation 34

22 Appendix - Crisis Management 36

23 Appendix - Social Media Tools 37

23.1 Toolkit 37

23.2 Social Media Dashboard 37

24 Appendix – Comparative Social Media Policies 38