Social Media Policy & Planning - NHWHEL Conference 4.9.2010

Aleuromedia

KSLeBlanc @KSL www.aleuromedia.com kelley@aleurosolutions.com

Kelley-Sue LeBlanc

www.aleuromedia.com

Follow me on Twitter: @KSL

Find me on LinkedIn: www.linkedin.com/in/ksleblanc

Fan Aleuro on Facebook: www.facebook.com/aleuromedia


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Preparation


Four P’s

Plan

Policy

Privacy

Participate


ABC’s

Assess ...........research, question, evaluate

Blueprint .......... define, plan, measure

Cultivate ...........educate, participate, iterate


Assess Your Audience and
Organization


Organization
Research

Are they using social media now?

Where do they spend their most time?
Facebook, MySpace, Twitter, Gather,
Eons?

Do they use social media
professionally as well as personally?

What content do they want?


Organization
Evaluate
Research
Does it make sense for you to enter
Are they using social media now? into social media now?

Where do they spend their most time? What value will you gain? What
Facebook, MySpace, Twitter, Gather, value will they gain?
Eons?

Do they use social media Where should you ‘be?’ What are
professionally as well as personally? your priorities?

What content do they want? In addition to your own live content
and archives etc., do you want to
curate content as well?

What about blogs?


Blueprint - What are your goals?



Organizational Goals

Overall organizational goals come
first.

How are your educational and
administrative goals different from
your marketing & fundraising
goals?

Do you have HR, sustainability, or
environmental goals that can be met
through social media?

What about Firewalls?



Organizational Goals Marketing & Fundraising Goals

Overall organizational goals come Enhancing the quality of the
first. communications within your
community.
How are your educational and
administrative goals different from Don’t necessarily jump into
your marketing & fundraising fundraising first!
goals?

Do you have HR, sustainability, or What’s the best way for you to use
environmental goals that can be met social media during an appeal?
through social media?
Reaching a wider audience.
What about Firewalls? Demographics?

Marketing-averse Alumni.


Cultivate - How do you help your
community thrive?


community thrive?
Educate & Participate

Continually educate yourself about
what your community wants and
how they want to participate.

Educate your community (internal
and external) about social media.

Ask for your community’s help, and
offer them help in return.

If your community takes the time to
participate, you must reciprocate.


community thrive?
Educate & Participate Iterate

Continually educate yourself about Don’t let perfect stand in the way of
what your community wants and progress.
how they want to participate.
This process takes time. In all
Educate your community (internal reality, it’s never ending.
and external) about social media.
Measure, measure, measure!
Ask for your community’s help, and
offer them help in return.
Adapt your goals and plan as you
If your community takes the time to learn and evolve.
participate, you must reciprocate.


Measure What?
Do traditional web metrics apply?
Yes. But there’s more!

What are you really looking for out
of your social media plan?

The engagement equation.

The influence equation.

Jeremiah Owyang suggests, social
media measurement is more like a
“GPS, which tells you where you've
been, where you are, and where
you're going...more like business
intelligence..”


Measures
Profits

Enrollment

Retention

Search Metrics

Engagement - measure the impact of interaction, how much,
how often, and what is being shared

Influence - identify your key influencers


When Planning, Ask Yourself...

Does your institution manage and promote change well?

Does your organizational culture support a social media strategy?

How will your institution listen, act, and respond?

What resources are available to implement your plan successfully?

What is your budget?

How will you measure success?


Social Media Policy

Rules of engagement.

Manage risk.

Provide a playbook.

Make it public.


Policies Address the Risks

Scary Thoughts:

You’ll lose control.

Faculty, staff and students will not
represent the school in the way you
want.

Alumni will complain.

Employees/Students will waste time
while at work.


Playing by the Same Rules

Ask yourself these questions when Will you allow your faculty and staff
considering your social media policy: to have personal blogs?

How will you handle negative Can employees identify themselves
discussions from listeners, the in their social networks as a
representative of your school?
community, or employees?
How will you handle how you ask
How will you manage employee/
people to define themselves online?
volunteer/listener interaction? For example - on Facebook you can
list your political views. Will you ask
Who or whom will respond on behalf all employees to refrain from doing
of the organization or program? so? Just some?


Confidentiality of Business Information
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Highlights of Relevant Social Media
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Policies
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Copyright Policy
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personal blogs, with guidance. http://
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Peer-to-Peer File Sharing
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Welcome to Weblogs at Harvard Law!
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need to make clear our respective rights and responsibilities related to this service. So, the President
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Patent Policy
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KSLeBlanc @KSL www.aleuromedia.com
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Transparency = Credibility

Publishing your social media policy is as
important as publishing your journalistic
code of ethics.

As we know, there is a heightening
distrust of “the media” and “big
business”. This equally prevalent in
education administration. Transparency,
authenticity, and the ability to connect
with key people within the organization
is critical.

Trust goes both ways.


Privacy - You’re In Control

The line between personal and
professional if blurring.

Organizations are people - not a logo.

You can set privacy settings in accord
with your own personal social media
policy.

Be a good internet citizen.


Participation

Test innovate ways of engaging your
community online.

Topic of the day

Surveys

Photos

Live Tweeting of events


Goals

Community Development - Social media is about people and
their relationships with each other. A Social Network is a
collection of people with a common interest or shared goal.


Goals

Thought Leadership - Social Media provides tools that enable
even the smallest voice to reach a wide audience.
Demonstrating knowledge of your domain can be achieved by
dynamically linking your content to a collection of content
you curate on behalf of your community or network.


Goals

Fundraising - Social Media is NOT another mailing list or a
call sheet. It is NOT another donate now button. It can
augment your fundraising efforts by enabling swift event
driven actions and by weaving together the access and
interaction of the communications and calls to action.


Goals

Service - Social Media platforms can enable your organization
to provide enhanced services, education, and programming
through digital content and dynamic networking.


Landscape

Blog roll

edu org Program
Blogs

Program
Blogs

Writers
Forum
Visual
Arts
Forum

PowerCampus
Cvent
Angel, BlackBoard


The Layers
School Class of
Class of
Cause Page Alumni/Group
Class of
Alumni/Group
Class of
Alumni/Group
Alumni/Group

School Fan Page

School Facebook Network

MFA | MBA MFA | MBA MFA | MBA
Program Group Program Group Program Group

Program Program Program
Fan Page Fan Page Fan Page

student/faculty student/facult other profiles
student/faculty student/facult other profiles
Profile Page
student/faculty Fan Page
student/facult other profiles
Profile Page
student/faculty Fan Page
student/facult other profiles
Profile Page Fan Page other profiles
Profile Page Fan Page other profiles
other profiles


Examples


snap shot from the web
http://sites.google.com/site/wharman/social-media-strategy-handbook


Social Media Marketing

Fan Pages

Advertising

Event Promotion/Ticket
Sales

Recruitment


Social Media Marketing

Fan Pages

Advertising

Event Promotion/
Ticket Sales

Recruitment


Community Development

Groups and Networking

Conversation - Relationship
Building

Video and Audio Content

Mentoring


Thought Leadership

Blogs, Micro Blogs

Podcasts,Vlogs

Curating Content

Public Profiles


Fundrai$ing
Cause Marketing

Event-driven calls to
action

Digital gaming

Mobile Marketing


Service

Open/Closed Networks

Online Webinars

Discussion Groups

Alerts


Aleuromedia

Kelley-Sue LeBlanc
Sign up for classes or coaching here.
www.aleuromedia.com
http://aleurosolutions.com/wordpress/classes-and-events/social-media-online-classes/
Follow me on Twitter: @KSL

Find me on LinkedIn: www.linkedin.com/in/ksleblanc

Fan Aleuro on Facebook: www.facebook.com/aleuromedia


Social Media Policy & Planning - NHWHEL Conference 4.9.2010

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Social Media Policy & Planning - NHWHEL Conference 4.9.2010

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