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Social Media/Networking Guidelines for Staff
Purpose of social media/networking and this policy AGENCY encourages staff, Board members, volunteers, program participants/clients, and other supporters to be champions on behalf of the organization by spreading the word about the importance of AGENCY MISSION. We recognize that our greatest tool in recruiting new volunteers and attracting new supporters and donors is through word of mouth. Social Media Sites The rapid growth of communication through social media is emerging as opportunities for outreach, information sharing, and advocacy. Used responsibly, they provide an effective way to stay connected to and expand our community, be informed of new trends and topics, and share information and perspectives. These sites include, but are not limited to • Social networking sites like Facebook, Twitter, LinkedIn, and MySpace; • News sharing and bookmarking sites like Pinterest, delicious, and Digg; • Photo-‐ and video-‐sharing sites like flickr and YouTube; and • Other forms of posting personal online content like web sites, blogs, vlogs, podcasts, chat rooms, forums
and wikis. Public and Private Boundaries These tools have also blurred the line between private and public activity; it is more important than ever that AGENCY advocates who choose to tell their story online understand what is recommended, expected, and required. Information from your Facebook page, your blog entries, and your tweets -‐ even if you intend them to be personal messages to your friends or family -‐ can be easily circulated beyond your intended audience. This content, therefore, represents you and AGENCY to the outside world as much as an advertisement or traditional media coverage does. Given the reach of the Internet, it’s important that when you use these various media, you follow some basic procedures that protect the privacy and confidentiality of our Program participants/clients and their families, as well as maintain our identity as a high-‐quality nonprofit organization. These policies apply to AGENCY staff when they participate in social media for work, but it should also be considered if personal blog activities may give the appearance of speaking for AGENCY. Adhering to the following points in either situation will provide protection for you, our Program participants/clients, and AGENCY. Goals for Using Social Media AGENCY encourages staff, Board members, volunteer and program participants/clients, and other supporters to use the Internet to share their perspectives about our organization, our services, and our work. Our goals are • AGENCY GOALS Whether or not a AGENCY staff member, Board member, volunteer or program participants/clients, or other supporter chooses to create or participate in a blog or online community on personal time is his or her own decision. However, it is in AGENCY’s interest that staff, Board members, volunteers and program participants/clients, and other supporters understand the responsibilities in discussing AGENCY in online communities. We strongly emphasize the importance of understanding and following guidelines as listed below to all who participate in social media on behalf of AGENCY. These guidelines will continually evolve as new technologies and social networking tools emerge.
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Support for Using Social Media AGENCY does not intend to “police” the online community; on the contrary, we want to aggregate all the powerful stories AGENCY advocates are telling and showcase your individual contribution to the overall mission. These guidelines are intended to help you live the social values of and represent AGENCY professionally by sharing your thoughts and using your personality and own voice. We encourage you to embrace social media by providing you some guidelines without attempting to stifle your social voice. Be responsible for what you write Be fair, ethical, accurate, and honest. Do nothing that could in any way damage or invade the privacy of our program participants/clients and their families, undermine your credibility with the public, damage AGENCY’s standing as an excellent nonprofit, or otherwise jeopardize AGENCY’s reputation. Always pause and think before posting. What you publish is widely accessible and will be around for a long time, so consider the content carefully. That said, reply to comments in a timely manner, when a response is appropriate. When disagreeing with others' opinions, keep it appropriate and polite. Acknowledge and correct mistakes promptly. When corrections are made, preserve the original post, showing by strikethrough what corrections have been made, to maintain integrity. While participating as an authorized AGENCY spokesperson, you represent AGENCY at all times. If you are an employee, the rules for conduct in the AGENCY Employee Handbook apply to you in the social world, too. Represent yourself with your name and title. If you are not an employee, represent your association to AGENCY accurately. All forms of online dialogue are individual interactions unless posted by authorized AGENCY personnel. AGENCY staff, Board members, volunteers and program participants/clients, and other supporters are personally responsible for their posts. If you reference or discuss youth mentoring or other topics related to AGENCY, be upfront and explain your association to AGENCY; however, if you aren’t an official company representative, add a disclaimer to the effect: “The opinions and positions expressed are my own and don’t necessarily reflect those of AGENCY” or “This is a personal weblog; the opinions expressed here represent my own and not those of my employer.” If you are mixing your professional and personal life, exercise discretion. If you are unsure, ask yourself, “If I mention something about AGENCY, would I be comfortable with a program participant/client or his/her family, volunteer, or supporter seeing what I wrote? Would I be comfortable having a media source reproduce my tweet/post/blog and attribute it to me?” Be authentic Write what you know. Make sure you write and post about your areas of expertise, especially as related to AGENCY. You have a unique perspective on our organization based on your talents, skills and current responsibilities. If you’re interesting and authentic, you’ll attract readers who understand your specialty and interests. Be yourself – and be transparent. If you have a vested interest in something you are discussing, be the first to point it out. Consider audience Be sure you won’t alienate any groups of readers. They may include current and past program participants/clients and their families, volunteers, and supporters, potential volunteers and supporters, as well as current/past/future employees.
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Be sensitive about linking to content. Redirecting to another site may imply an endorsement of its content. Do link to content that is contextually relevant; an article about our focus area in general supports our mission, but an article about another program may direct someone away from our programs and services. Exercise good judgment and common sense Post meaningful and respectful comments. Accepted social etiquette applies. Do not post material that is harassing, obscene, defamatory, libelous, threatening, hateful, or embarrassing to any person or entity. Do not post words, jokes, or comments based on an individual’s gender, sexual orientation, race, ethnicity, age, or religion. Posting pornography is forbidden. If you are unsure about the nature of your post, check with a staff member or representative of AGENCY. Delete spam and/or comments that are off-‐topic or inappropriate. Authenticate your followers or fans on a regular basis – social networking is flooded with spammers looking for followers to build their presence. Use professional language and grammar; check spelling prior to posting. Understand that AGENCY can and will monitor social media and social networking web sites to protect our program’s participants and assure the integrity of our agency’s online identity. Be respectful and professional to fellow volunteers, employees, business partners, competitors and clients. Avoid using unprofessional or inappropriate online personas. Appreciate concept of community Community is a platform where your supporters or volunteers feel comfortable sharing, connecting, and receiving help. It exists so that you can support others and they, in turn, can support you. When confronted with a difference of opinion, stay calm, express your points clearly and logically, and correct mistakes when needed. One of the aims of social media is to create dialogue, and people won’t always agree on an issue. Avoid personal attacks, online fights, and hostile personalities. Sometimes, it’s best to ignore a comment and not give it credibility by acknowledging it with a response. Include links – find out who else is blogging or posting about the same topic and cite them with a link or make a post on their blog when it is appropriate. Links are what determine a blog’s popularity rating on blog search engines like Technorati. It’s also a way of connecting to the bigger conversation and reaching out to new audiences. Respect brand, trademark, copyright, and fair use laws For your protection, do not post any material that is copyrighted unless (a) you are the copyright owner, (b) you have written permission of the copyright owner to post the copyrighted material on your blog, or (c) you are sure that the use of any copyrighted material is permitted by the legal doctrine of “fair use.” Protect privacy, confidentiality, and proprietary info Recognize that everything you write or receive on a social media site is public. Anyone with access to the web can get access to your activity on social media sites. And regardless of how careful you are in trying to keep them separate, in your online activity, your professional life and your personal life overlap. Respect and maintain the confidentiality that has been entrusted to you. The nature of your job may provide you with access to confidential information regarding AGENCY, program participants, or fellow
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employees. Don’t divulge or discuss proprietary information, internal documents, personal details about other people, or other confidential material. Don’t publish or cite personal details, indentifying information, or photographs of AGENCY staff, Board members, volunteers and program participants/clients, and other supporters without their permission and, for program participants, without a signed release. Any disclosure of confidential information will be subject to the same AGENCY personnel policies that apply to wrongful dissemination of information via email, conversations and written correspondence. Do not copy full text, audio, or photographs from any AGENCY sites onto a personal site or web page. You can link or connect to our site through widgets that AGENCY provides to the public under the same terms of use as apply to anyone else. Bring value Use social networking to promote the mission and vision of AGENCY. Posts and comments should be thought-‐provoking and build a sense of community. If it helps people improve knowledge or skills, be inspired to support us, become involved in our programs or activities, or understand AGENCY better -‐ then it's adding value. Be active and timely. Maintain your presence – don’t do it just for the sake of participating in social media, but try to post at least once every few weeks. Over the long run, if you find yourself not posting, consider whether you should continue or become a contributor to a group effort. Productivity matters Ensure that your social networking activities don’t interfere with your work commitments. In order for social media endeavors to be successful, you need to find the right balance between social media and other work.
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Staff Protocol for Social Media Use Consistency and branding STAFF POSITION will become or designate another staff member to become the administrator for social media/networking accounts. This person will maintain a file of all account, log in, and password information. Before creating a new account, check to be sure there is a need. Once the need is confirmed, staff may register for any and every social media service to reserve our name “AGENCY” ideally with no variation in spelling or abbreviation. When setting up a profile: • Use a standard email address ([email protected]); • Add as much of our company information (address, web site, etc.) as possible; and • Set privacy settings to be appropriate for the tool or site. For the AGENCY Twitter account: no signatures or separate posting identities are needed, unless this is determined necessary. For the AGENCY blog: log in as AGENCY or as individual author. Handling "unwanted" followers or user-‐generated content Check followers/fans for opt-‐in accounts on a regular basis and remove unwanted connections as soon as possible. This may include spammers or inappropriate content-‐generators, identifiable by viewing their account information. If any staff views unrelated content or spam on any sites, it is advised to remove it as soon as possible. Program participants are given a copy of the AGENCY Social Media Policy and are advised to follow it the same as employees. Volunteers are also given additional guidelines regarding the confidentiality of content related to program participants/clients. If followed correctly, unwanted or incorrect content will likely not be generated from these advocates. However, if a staff member does see content that does not support the mission and vision of our program, it is advised to • Contact the author offline and clearly state the problem with the content; • Suggest alternatives to convey the author’s intent while supporting AGENCY’s core values; and • Ask for more feedback or ask to continue the dialog if not satisfied. If a volunteer uses any content that is specifically designated as not acceptable to share, staff may contact the volunteer immediately and request that the inappropriate material be removed immediately. It is advised to take a friendly and collegial approach, as many volunteers may have forgotten or overlooked the guidelines and the breach may be unintentional. Other people who are not satisfied with our efforts (potentially declined volunteers) may choose to express their dissatisfaction through social media. If any advocate, whether staff member or program participant, views negative or damaging content about AGENCY, it is advised to first bring to the attention of the STAFF POSITION. Together, staff can assess the pros and cons of addressing the content on social media. If the decision is made to move forward with handling the content, address each issue individually and make suggestions as to what information can be added or changed so that the message aligns with AGENCY’s core values, usually by offering an alternate viewpoint as a comment or feedback that expresses the positive nature of our program.