Policy and Strategy 101. for Social Media. dialogueconsulting.com.au

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Howard White
8 years ago
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1 Policy and Strategy 101 for Social Media 1

2 DIALOGUE CONSULTING Dialogue Consulting aims to maximise your online presence by helping you engage with existing customers, attract new markets and implement cost-efficient and innovative marketing strategies. Dialogue Consulting provides initial and continued support through consultation, phone and online resources and training. We believe in ongoing relationships and will work with you every step of the way as your organisation grows and develops in the online space. Services Assistance and guidance in developing social media strategy and policy. Research and briefing about social media within sectors or organisations Development of high impact and on-brand social media profiles. Assistance in developing content strategy to engage target audience and build communities. Training of staff to develop content, moderate social media profiles and respond to issues. 24 hour on call support to assist with crisis or issue management. Our Approach Dialogue Consulting s approach is underpinned by five key priorities: 1. Social media plays a key role in marketing campaigns, driving traffic to your website, engaging new clients and generating revenue. We can help identify your needs and advise the best social media strategies to assist your business. 2. Strong social media policies mitigate risks, protecting your staff and your organisation, and providing peace of mind. 3. There is a wealth of social media tools available to help you engage your target audience. Identifying the best tools will help you meet your business goals. 4. Dialogue Consulting provides advice, guidance and support in developing your brand message online through design, content, apps and promotions. 5. We will train your staff to create effective engagement, moderate social media profiles and respond to issues appropriately For more information: info@ Facebook: /dialogueaus 2

3 INTRODUCTION This document provides an overview of some of the key considerations that should go into developing strategy and policy for a small organisation. These documents may be developed as one single document or several smaller documents. A list of suggested and/or useful resources is provided on Page 6. DIalogue Consulting specialises int he development of strategy and policy within both large and small organisations. We have extensive experience working with a vast range of stakeholders and manaing different expectations. Our approach is very strongly focussed on developing capacity from within an organisation, providing staff with the knowledge and confidence to manage social media themselves. If you d like to discuss your organisation s strategy or policy with us, please call us on or info@. Please note that information in this document is copyright Dialogue Consulting and does not constitute legal advice and professional advice should be sought before adopting any policy. TABLE OF CONTENTS About us 2 Introduction 3 Policy 4 Strategy 5 Resources 6 Example response framework 7 3

4 POLICY Scope What services you are writing the policy for Organizational issues Confidentiality of organization s information Staff information what can and can t be shared Branding of the organization Legal issues go here e.g. confidentiality Professional use with clients/public Persons with responsibility What is appropriate content (links with T&C s) Hours of operation --> how frequently updated/checked etc Something to say when it will be unmonitored for an extended period (e.g. holiday, long weekend) with contact details for other services (e.g. Kids Help Line) What services are used to engage with the public/clients (compared w prof-prof) Rules for provision Not using real name etc Look at things like BlueBoard rules and consent below Removal of content Flowchart on how to respond when removing content Always contact user and say why content was removed. Response framework: generic Flowchart (see page xx) Structure of a response who to talk to etc. Categories & emergency definition --> guidance about how to respond Personal use What to do when client contacts via personal account Maintaining personal & professional boundaries Professional use between professionals Maintaining confidentiality Making referrals What services to use Terms of use When you will remove posts Forms to fill in for reporting 4

5 STRATEGY Aims & objectives What you plan to achieve Key / target audiences Who are you trying to target? Key messages What do you want to say to the target audience(s)? Channels to reach audiences Which channels are most appropriate to reach each audience? Channel procedures How will you manage each channel you have identified? What content will you post on each channel? What is the best practice approach(es) for each channel? Who is responsible for which channel? How are you going to moderate each channel? (moderation guidelines) Measurement & Analytics How are you going to measure your success? Who will be responsible for monitoring the analytics? Inappropriate content? What content is inappropriate for each channel? 5

6 RESOURCES Social Media Policy/Strategy Resources DHS Social Media Guidelines : AMA Guideline for Social Media & Medical professionalism: how to maintain professional standards BlueBoard Rules and Consent for forum use: Online database of social media policies (general) ACMA 2008 Report internet use and social networking by young people Benefits of Social networking services Cooperative research centre for young people, technology and wellbeing: Facebook profile to page migration walkthrough: Google Grant program for free Google AdWords credit Online appointment booking system on Facebook tab example: Video Animoto video slideshow service: Example of animoto video: Xtra Normal animated video service: Twitter Example of twitter background with information on side: Other Change.org campaigning platform: Pozible crowdfunding website: Analytics Bit.ly link shortener: Google Analytics for web: 6

7 RESPONDING TO POSTS ON SOCIAL NETWORKS Does the post breach terms of use? YES Record Post (Print Screen) Assess the post: what action is required Urgent action e.g. legal issue Contact user urgently by whatever means e.g. chat, etc Assess threat/risk involved with action or non-action. Involve suitable parties e.g. Ariel or Tiffany as necessary Contact the appropriate party as determined by assessment. Police/Ambulance: 000 Lifeline: Non-urgent Remove post from networking site if possible/suitable Inform user post has been removed & why. Invite them to repost Record response: Send report of response to account Administrator. Include information on date.time and the respoinse. Include original post screenshot. NO NO ACTION NO ACTION EXAMPLE Respond appropriately Considering: transparency, rapport, consistency, responsivenss and openness. OR

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