Social Media Showcase: Social Media Plans and Policies
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Social Media Showcase: Social Media Plans and Policies


(Joanne Oshel)
Okay, welcome, everybody, to today’s Now Is The Time
Technical Assistance Center webinar entitled
“Social Media Showcase: Social Media Plans
and Policies.” I’m Joanne Oshel. I am with the Center
for Applied Research Solutions, and I am the Technology
and Webinar Coordinator for today’s session. I’m going to pass it
over to our presenters. We have Amanda Lipp. We have Lacy Kendrick Burk,
and we have Thomas Houston, who are presenting for us today. So welcome, and I’ll
pass it on to you. (Lacy Kendrick Burk)
Awesome. Thanks, Joanne. We are excited to present
the third in our webinar series, “Social Media Showcase: Social Media Plans
and Policies,” and so we are gonna cover
all of that today. I am Lacy Kendrick Burk. I am a Technical
Assistance Liaison with the Now Is The Time
TA Center. I have experience in youth
engagement, collaboration, a lot of other things,
as well as providing TA around social marketing
and social media. And I’ve done a lot of social
media management as part of different roles that I’ve had
in various organizations. (Thomas Houston)
And I’m Thomas Houston, also with the Now Is The Time
TA Center. And my background
is in marketing strategy, particularly inclusive
of social media. (Lacy)
Well, sounds like we might have lost Amanda. But I think many
of you know her. She is–has been on the previous
two webinars in this series, and she’s a consultant with
the Now Is The Time TA Center. So we’ll have her hop
back in as soon as she can. All right, so today we want
to cover developing your social media policy. So if you were involved
in the last webinar, we talked about
social media plans, and that’s really how
to get on Facebook, which platforms to use,
that sort of thing. This is actually more specific
on social media policy so this is how you want to exist
in a social media world for your organization
and the people who might be interacting
with your clients on Facebook or other platforms. Safety and social media. So we’re gonna talk about
presenting yourself in a safe manner
on social media as well as how to respond
if something happens on your social media that
requires a level of response even up to a crisis level. And social media plan
and policy showcase. And so this is where we
really are excited to spend a little time with you all
on developing your plans, and so we wanna hear from you
all on how that’s been going, what are your challenges,
what things are you really excited about,
and so we will get to spend some time
talking with you all today. Learning objectives. Understand the components
of social media policies. Understand social media policy
and steps to developing one. And understanding crisis plans
and safety management online. And so we are very fortunate
to have Thomas be part of our group
in presenting this as he has a lot of experience
in helping organizations to attend to this sort of
feedback and management. Okay, so for
our first icebreaker– and we’re actually gonna use
the chat box for this– we want to know from you all
what technology policies do you already have in place. And so this is inclusive–
I know some of you all are with specific organizations
and some of you are at an administrative level, maybe it’s the Department
of Mental Health or a state government level. So we know that various policies
may exist or just practices that might exist that aren’t
necessarily in policy. So we wanna hear from you all
around technology, social media, and texting policies,
anything like that that y’all have in place. So, Mallory Showalter,
“None at this time.” So that’s great. It sounds like you might want
to be developing those as a result of this webinar. And if you don’t know
if policies are in place, that’s also a good place
to start, trying to figure out which
policies might be in place that may help or may prevent you
from being able to implement some of your
social policy initiatives. Okay, Will from Tennessee,
thank you. “No policies in our organization
either,” okay. Coordinator with Youth Forward. Hey, guys, welcome to the call. We were just asking if there are
any current technology policies in place that may govern your
interactions with social media. All right, none yet in Delaware. Wow. So it sounds like this is
a great webinar for everyone to get started on thinking
about some of those. Nothing formal in Department
of Mental Health in Massachusetts either. Okay, cool. All right, so this sounds like
it’s gonna be maybe useful to help you all think
through some considerations to get started on your policies. So let’s do a very quick
recap of last session. If you want, on the last one,
we do have the PowerPoints and the recorded
webinar available as well as a template
on how to get started for your social media plan. Ten steps to your
social media plan. We went in depth
with each one of these– just in case you
weren’t on the last one– but we are going to take it
a step further and really dig into the policies
on this webinar. So taking you through
identifying platforms, choosing your type of content, establishing who’s gonna manage your social media
and who’s gonna respond, gathering
and developing content, what type of content
you wanna do, how to build a following– using some tools
to help with that, follow others, ongoing
monitoring and engagement. That’s a huge piece
of determining that as well within your policy, set up process
with colleagues, and link to, again,
social media policy. So a lot of these questions
you might have answered in the last webinar,
and that’s really going to drive and affect your
social media policies and how you really
wanna make sure that people are interacting, so. All right, so developing
your social media policy. So what we do wanna clarify
before we really get into the meat of how
to develop a policy is just to clarify
the difference in policies versus guidelines
versus disclaimers. So, really, guidelines are what
a lot of organizations or programs might develop
instead of a policy, simply because policy is
something that’s really set in stone, that often
requires a lot of levels of approval and review
and takes some time to develop and so you may end up developing
guidelines instead of a policy, which is totally fine as long
as you can keep, you know, your social media effort
moving forward. But we did just wanna make
that clarification. And then a disclaimer. So this is something that many
organizations and businesses also put on their website or
on their social media platform. It’s just a disclaimer
saying how they will or will not use your information
and that maybe some of the comments
posted on the page do not necessarily reflect
the organization, so that sort of thing if people
wanna interact with you on your social media platform. And this is just something
stating, you know, your positions on some
of that that you have online. And so we won’t be talking
about disclaimers today but I did just want to mention
that as something that– to consider. And then obviously,
this is different. As we went over from your
social media plan or strategy, this is really the type
of content and how you implement
it versus the policy which talks about
what type of content and who’s allowed to post
or to interact with your content online. And some of the components
for a social media policy. So we will go through
all of these components. These are, you know,
considerations that you want to think about
when you’re developing a social media policy. You can use all of these. You can use some of these,
pick and choose. There might be some here
that are really specific to your organization
that you’ll wanna add in, and that’s totally fine. This is very flexible
in process. So current policies
or guidelines. It sounds like
most of you all did not have any
current policies in place. I know some Healthy Transitions
Initiative sites run into some barriers
from their state department. So, sometimes
the State Department Mental Health, might have
some policies in place that, you know, “No Facebook
allowed on work computers,” or they might be blocked
or, you know, things like that. So that might be a barrier
that you wanna research a little bit before you start
developing your own policy. Core Values, you wanna
think about how and who you want
to invest online and so what are the values
that drive your posts stating your interactions
on social media? It’ll likely align with a lot
of the values that drive the work that you
do offline as well. Workflow, what
does that look like? Who should post?
Who can post? Who shouldn’t post?
And we’ll talk about that. Branding and Content. We have our expert marketer
on the line, so Thomas is gonna go over that. Monitoring and Responding. So this is who’s allowed to,
when is it appropriate to monitor and respond,
and how should we respond? And so if something posts–
someone posts something negative on your page
or something like that, what is the practice
that we wanna have in place before this happens
so that when it does happen we’re able to respond to that
effectively and efficiently, instead of having
a negative content or a post sitting on your page while
you try to figure this out. And so really a lot of this is
some upfront work to have a plan in place before things
actually need to happen. Copyright and Attribution. This mostly applies
to the content. We’ll talk about that.
Personal versus Professional. Thinking through should we have
a separate personal page versus a professional page
for our employees or for our organization. There are pros and cons
to both of those, and we’ll talk about
some of those. And then the ever-important
Crisis Plan, and Thomas will
cover that as well. Thomas, do you wanna
take over from here? (Thomas)
Absolutely. All right, so let’s quickly jump
into talking about core values which you heard Lacy mention. As you start developing
what these– a social media
policy looks like, you really wanna be–
start being consistent with who your organization is
and what you stand for. So when you think about what are
some of the key words in your mission statement,
your value statement, that’s really what you want
your policy to sound like. So what are the value that
drives your organization? So some of the word we mentioned
are authenticity, passion, inclusiveness, youth culture
which may be one, as part of your organization
when you think about Now Is The Time. What are also some
cultural considerations? And then again, language. So what are the different
reading levels in that– not necessarily
in your organization but the people that you serve. And so those are kind of some
of the things you wanna think about when you–as you start
developing the policy based off of your core values. Lacy also mentioned workflow. One of the key things you wanna
talk about is who’s allowed to post on behalf
of the organization. And so when you think about
who actually has permission to start the process
of social media, what training should occur for
your social media managers. So in this case, you all. Do you know what occurs
outside the training on the phone call,
but obviously additional training
that needs to happen so you become very versed in
the language of social media. How should potential content
be provided to you? Should you be responsible
for developing or finding your own content? Should you find random
newsletters that come to your inbox every day? But how do you actually go
out and find your content? And then last but not least, who should not be
posting or responding? So not is just as important
as who is allowed, who should not be. There have definitely been
a couple of scenarios on the consumer side when
you see some particular view of politics where somebody
posted something online and they weren’t technically
the person who was supposed to respond. You wanna go in
and put that information in your policy up front so that everyone in
the organization is clear on who should and who
should not be responding. The big key piece is
about branding and content. We mentioned a little bit
about the consistency not with just how you write it but also that content
that follows that policy. So you think about how
do you want branding to show across your content? Are there certain colors
you wanna use? Are there certain key words
that you wanna use? Is there certain
types of content? When we talk about content– actually, can we really quickly
view the chat box. When we say content,
does anybody not know what we mean by content? Just say I know–if you
don’t know in the chat box. Okay, good. Maybe everybody knows–
understands what we mean by content. So it’s making sure
it’s all consistent whenever you’re writing. Also are there any other
branding considerations, not only at your organization but from a state level
or overall department level, are there certain logos
that need to be used or, again, certain key words
or certain colors? What content do you wanna make
sure that you are including? So for example, if we’re
talking about mental health, are there–if there is a mental
health hashtag that’s pretty frequently used, is it mandatory
that we use that all the time? If you guys are using as part
of your grant certain hashtags, is that a requirement that
every post that goes out, no matter what social media
medium that you’re using, you have to use that hashtag? Is there things you
never wanna talk about? So as an organization, do you
wanna completely shy away from gun control
or teen pregnancy or other things
that sometimes may or may not be linked
with mental health? And then kinda going back
again to hashtags, what are the ones
that you absolutely wanna be using and promoting? So who are the–we touched on
this a little bit last time. Who are the key organizations
that really do a good job and talk about the things
that you wanna talk about and what are the hashtags
that they’re using? Do you wanna make sure
that you’re including those in the things
that you’re writing? That’s the kind of stuff
you wanna put in your social media policy. Lacy, wanna talk a little bit
about monitoring or responding? (Lacy)
Yeah. I think wanted to check
Amanda’s line and see if she’s live yet. Amanda, are you there? (Amanda Lipp)
Hello. Can you hear me? (Lacy)
We can. (Amanda)
Awesome. (Lacy)
Go ahead. (Amanda)
Oh, wonderful. Great.
So monitoring and responding. Here are some questions that are
important for you to consider in developing your social media
policy as far as monitoring and responding,
the day-to-day operations in your social media plan. So how often should your
platforms be monitored, and who should respond to
comments and interactions? Which staff people are
going to be responsible for ongoing monitoring,
checking, and not just checking but also responding
and engaging with your audience. So that might be responding
to a comment or liking another post
that you are following, another organization. And showing that engagement
is also really important. And then what comments,
if any, should we delete? So monitoring those well and
then taking necessary steps to ensure that there are
safety considerations and appropriateness
on your platform. And then privacy versus
public forums and groups. So for example, on Facebook,
you can create subgroups or subpages as well that
might be for different purposes. Like, for example, your
organization might have a main Facebook page
but then you have perhaps a youth advisory group. So you create a separate group
for that so that they can have a safe space to share
and discuss their ideas or exchange information. And so what are the layers
of approval within these different layers
of your social media platforms, and who monitors each
of those various components? And what is the permission
and authority? So for example, in Facebook
you can actually within these different pages
and groups that you create, you can make it such
that everyone in the group has permission to post,
or you can put certain administrative
considerations into that where only certain people
can post or respond or edit different settings
within those social media pages. So it’s important to discuss
that as a group and so folks are aware of what
their responsibilities are within those settings. And security settings as well. Approvals required
for maybe getting permission through a marketing division
of your organization to ensure that the messaging
and the content is aligned with your organization. And what are the key words
that we want to track? ‘Cause those key words
are really important for search engine optimization
so you pop up on the first page of Google
as opposed to the last page of Google. And what key words are coming up
on your social media platforms that might direct what Thomas
described, the hashtag and the @ symbols and those various words that are
being used on your platform. So these are great questions
to ask yourself and your organization when
considering the monitoring and responding of your
various platforms. The copyright and attribution. So this is a really important
aspect that also intersects with the branding part
of the organization as well. What’s okay to post? And what–when should you
cite others’ content that you are posting? For example, maybe you want
to share a toolkit that another organization
has developed so if that organization
has a Twitter or a Facebook, maybe you’ll include a link
to their page or to their
organization’s website. But you make sure that you’re
citing their resource as well and calling them out
and saying, basically, “Hey, thanks for creating
this toolkit,” and provides that link within
that post so folks are aware and everything is accounted for. And then there are some other
really great resources, too, for royalty-free
and open-source information, visual information
like Pixabay and iStock. These are really great
third-party platforms that are open-source
and totally free so you don’t have
to actually tag anyone or cite anything when
you’re using their images. And images are a really great
way to engage your audience. And oftentimes when you use
images with your content or in conjunction
with your content, you’re gonna get
a higher response as people are more likely
to look at your post and read your post. So it’s clearly a great strategy to use these third-party
royalty-free platforms and engage your audience
even more and provide that image that might speak
for 1,000 words that you couldn’t
otherwise post. And third-party content. Is their information public,
for example, a suicide lifeline or different resources that
SAMHSA may have created. SAMHSA’s developed a lot
of really great applications and so leveraging those
different third-party content and trying to not reinvent
the wheel for things, always a great strategy as well. All right, and personal
versus professional. So oftentimes we have
an organizational page or different groups within
our Facebook page to share information
within the goals of our grant and the people within
that grant. But a lot of us also have
personal Facebook pages and social media
profiles as well. So these are questions
to consider and ask your organization
and yourself when developing your social media policy
as well. The first one being
will your staff be able to use their personal profile, or should they set up
a separate account? And this is really important
to have an authentic organizational platform
and to also be mindful that even though
you might only use an organizational
Facebook page, for example, in your organization
that your personal page also reflects your
representation and the work that you do in your community. So to be mindful of what
you’re posting, even on your personal page,
will be something important to keep in mind. And in the second bullet here,
is it okay to friend someone under a certain age? What is that age limit? And what are the rules
and regulations behind that? And those are things that will
go into your social media policy and disclaimers
and guidelines as well. So everyone on the staff
who’s monitoring and engaging with these platforms knows
what’s appropriate to post within these
different age groups that the social media platforms
are reaching. And my third bullet here,
is there a timeframe in which staff
should not be engaging with young people online? And this goes into the liability
versus support area. So for example,
would it be appropriate to post something at midnight,
or would it be appropriate to post something,
you know, at 4 a.m.? And so being mindful
of the various time zones of the different partners you
might be affiliated with is also something to take
into consideration. And then just
the public perception of when you’re
posting something. And to also be strategic
about it as well. For example, most people
are searching online on their lunch break or
when they get off of work or in the morning when
they’re having their coffee. But not only being strategic
about when you’re posting, but also the public perception
of the time that you are posting. And that’s where it’s really
nice to actually use these third-party applications
that we actually talked about in the previous webinar
like Hootsuite and the Facebook
scheduler function to where you can line up all of
your posts that you want for that particular week
or month and you can pick the time that you
want to post it. So you don’t have to worry about
that ongoing everyday monitoring and thinking about
what time and who, and you can just have
the social media all ready to go and the timing is
all planned out ahead of time in
a strategic way. So timing is a really
important aspect as well. Now, the fourth bullet,
is it okay to import personal and/or professional email lists to create your
organizational following? So oftentimes
to get Facebook started or to get Twitter started,
it’s gonna ask you, “Hey, do you wanna import
your contacts?” And that’s usually
to help you get your initial following started. But there’s some lines that
might be blurred there, again, with your personal contacts
mixing with your professional. So it’s important to consider
with your organization what type of contacts you’re going
to import to start leveraging your audience within those
social media platforms. Okay, preparing for a crisis. I’ll hand it back
over to Thomas. (Thomas)
So, let’s talk crisis. Typically when you think
about crisis you hear about some famous person who all
of a sudden made a mistake and their PR team is trying
to come out of this. Or you hear about some
restaurant who may have a case of food poison and
they want their PR team to jump ahead and get on
social media to get people to forget about this crisis. Well, crisis issues also
will happen to us in our organizations as well. So you think about crisis,
you wanna think about preparing ahead of time and then also
how do you deal with it once you’re inside of it? So you think about
preparing for a crisis, a couple of key pieces. The first is ensuring
your organizations have a crisis plan in place. And that’s the one thing
most of us often miss. The second one is follow your
designated chain of command. So as we’re developing
that policy, there is a true chain
of command you wanna follow when you think about
that crisis. Follow the designated
crisis activation protocols. So what’s the first piece
that you should probably do in a crisis? Is there somebody
you’re supposed to call? And that kinda leads into
those communication channels. Who’s the person
that can be reached? When can they be reached? And how are you supposed
to be able to reach them? All that kind of builds into
what your overall crisis plan ends up being. And then the last key piece which often doesn’t
happen either is the same way you would do
a fire drill or a tornado drill. You wanna run a simulation
exercise annually. And that allows you to ensure
that your plan works. Does it need to be changed? Are there new people who are
onboard who need to learn it? And so that planning
or that practicing allows you to do that. Now, when you think about
crisis emergency intervention. So you did all this planning,
you’re ready, you’ve done your drills. But something actually happens. And we’re not talking about
crisis inside of your building. What happens if,
as you’re sending– putting something
on Twitter, a picture, and somebody responds
to that picture and says, “You know what? “That makes me think
about the trauma “that happened to me as a kid. I don’t wanna be here anymore.” Or you post something on–
a video on YouTube and somebody responds
to it and says, “Man, “this happened to my best
friend yesterday. I don’t wanna be–” Like, this, all–
those are the things that we consider crises. And so the first thing
you wanna be able to do is in an emergency like that,
see if you can proactively figure out where
they’re located. You can begin by having
conversations with them and if that ends up
not happening, you can be able
to get 911 involved to track their actual
IP address. The next thing you wanna
be able to do is more– pretty much every social media
has an area where you can get them involved
in helping track as well. Facebook has an actual
suicide report button. Twitter, you can actually
send a tweet and use the @safety handle. And then YouTube also
has a report button. These are things that you wanna
use which can help track that person that you
think is in a crisis. And the last thing is
when you– the creation portion, we
actually develop a protocol. So, now when you use
that protocol, who on the team
now needs to know? So you’ve done your part in
terms of actually engaging the youth, you’ve gotten
the right people involved, you start to report it. Now, let the other people in
your chain of command know you can start to
get rid of the crisis. And the main key piece
of this is follow the rules of your organization. Do not go outside the protocol
that everybody has signed off on because that’s
when mistakes happen. So the key piece
is once it’s created, follow the rules of your
individual organization. Let’s talk a little bit about
safety and social media. (Lacy)
Yeah, and this is Lacy. Really quick, I just wanted
to hop in there and add on to what Thomas was saying. So especially
additional considerations. If you are
a service-providing organization versus a different type
of organization, and a really quick example,
we at social– at Youth M.O.V.E. National,
they gave us– gave me permission
to use their example of their social media policy
and their crisis planning. But we were
an advocacy organization and so definitely within
what Thomas mentioned, the–what’s the protocol
for if somebody does post something
like that online. We’ve had several chapters who
may have had a young person who passed away from an accident
or who died by suicide and– or we’ve had people,
you know, on homeless, “How can I get services?” So we’ve had actual, you know,
real crisis on behalf of young people happened,
and so really thinking through who should be the first person
to respond to that? Do we respond directly
to that person? What type of message
should we use? Should we respond publicly
and then privately? Do we contact if we know that
they have a case manager or a peer support person? So really, you know, and it took
us several months of really deep discussion to develop
that in-depth policy, and so we would encourage you
to do the same, ’cause some of you
all on the line are maybe more at the state level
and some might be more in the local labs providing
those direct services and so just to be really,
really clear about who should do what
and when and how fast and including directly talking
to the young person who may have posted something. So just that will, I am sure,
take a lot of time and conversation in your
planning process, sorry. Okay, Amanda, jump right in. (Amanda)
All right. Thanks, Lacy. That’s great and actually leads
right into this next slide about safety and social media. So even though it’s important
to have clear lines between your organizational
social media pages and what type of content
you’re posting and what the goals are
in posting that content, it’s very common that folks
also have their personal social media platforms as well. And that can also very much
be a representation of their professional life. So there’s a lot of overlap here
which can oftentimes lead to different implications that
are both negative and positive. So educating youth about safety
and professional versus personal posting online
is beneficial. For example, if an employer were
to google a young adult, what would they find? What would they see? And maybe it would behoove
the young individual to make their personal
Facebook page private if they’re posting
content that might be more appropriate outside of
the organizational goals so they would set up
a community to coach youth as far as the differences
and what’s appropriate to post in those different realms. And strategic sharing.
What is that? Well, it’s a strategy for how
we can share effectively while also being safe. So, how do we reach our goals
and share to benefit ourselves and to benefit the community and the constituents that
our community serves but also in a safe way? And so there’s some
really great resources here. One of them being
that checkered book you see there on the right
that RTC Pathways created, and it really walks you
through some great examples and stories from youth
and young adults who shared
and either felt like it really benefited their advocacy
purposes and helpful, and then other stories
where it really was actually feeling very much
like their youth was feeling exploited or they didn’t feel
like they had control over what was being shared. For example, there’s a story
in that toolkit that describes a young adult who went
on a date with someone and realized that the person who
they were seeing already knew, like, their whole life story
because they had googled them and found out a lot
about their story. And so it’s important to coach
youth that while there are a lot of benefits
to sharing your story with the media
and various press outlets, that that’s also going to most
likely show up on the Internet. And if you were
to google yourself, what would pop up
and how can you foresee the broad impact of the Internet
and how people very much can search for these things
when they are posted on the web. So strategic sharing is a really
important tactic as well in thinking about the types
of messaging and the different modalities
through which your content might be shared,
especially when it’s gonna be posted
on the Internet. So strategic sharing. What are some of the benefits
and risks of sharing? So there’s a lot
of great benefits. Educating policy makers,
service providers, adults and other advocates,
so inspiring that change and compelling people
to have action. What is the call to action
to your post? Personal growth and
development, self-advocacy. And it also builds
sense of community and increases engagement
so that sort of pay-it-forward bandwagon effect
may occur. If youth are posting a lot
and there’s a lot of engaging, then other folks
are probably more likely to join and be a part
of that movement as well. Again, it helps with
the return on investment and the buy-in
and sustainability. So if you’re able to report
that you have X followers or that you’ve posted X posts
and you’ve had, you know, this many comments
and likes in various audiences, and that’s a great way
to show investors or partners or potential funders,
hey, we’re doing a great job. We’re reaching our youth
and they’re reaching back and we have this really great
bidirectional relationship that is growing
and helping us increase our engagement and
build better programs and resources
and services. So there’s a really great
opportunity for showing the impact of your organization
by tracking those metrics, utilizing those metrics,
and seeing, posting, and creating content
as really an investment in your community
and also for the future of your organization
and how to sustain it. And then, of course, there’s
risks of sharing as well. As I mentioned a few moments
ago, some folks, it can be very difficult when
they are to google themselves and see things that they
may have otherwise would have not liked to share. Perhaps the risk of oversharing
or when they google themselves, and they see their
whole story there on the front page of Google and so the workbooks,
the previous slide, where we have these resources
and these toolkits as examples, really walk you through how to
coach youth and prepare them for sharing and what
the implications might be, especially when working with
the media where most likely media outlets are going
to link to stories and post it on Google
with the goal of it being searchable and findable
by the broad public. So it’s really important
that youth are aware of both the benefits
and the risks of sharing and that they know all
of that before going in and sharing their life
stories or perhaps sharing a traumatic event
or something that perhaps very likely future employers
or friends or family members would be able to see. And here’s some more
great resources in developing
a social media policy, so I highly recommend
to check out these links and see which one fits
your organization’s needs. They’re all
a little bit different but have the main
core components that we went over
throughout this webinar and so it’s great
to take a look at that and see what examples
might be there that you can leverage
or modify to fit your
organization’s needs. All right, back to you, Lacy. (Lacy)
Awesome. Great job. So what we wanna do now
is we wanna move into the media plan
and policy showcase, and so we gave an overview
of an outline, essentially, and really important questions
to ask yourself or your team, whoever is involved
with developing your social media policy. So if you take this slide deck
and you go through and you answer the questions
that are included in this entire slide deck, you
should have a pretty robust social media policy
to be able to work from. And so there might be
additional examples or additional considerations
that you want that are specific
to your organization or things we might
not have thought of and so, certainly, you know,
feel free to add those, but this is exactly the process
that we went through and sort of answered
all of these questions through a very long
conversive and inclusive process for developing
our social media policy with Youth M.O.V.E National, and so feel free to take this
and use it however you see fit. But what we wanna
do now is kinda move into a conversation
and questioning. We wanna hear from you all.
So you’ve sat with us. Some of you I have seen on
all three of these webinars, and some of you are joining
for the first time today, and so what we want to do now
is hear from you and sort of jump
into the conversation. If you could just type
into the chat box, I’m curious who has developed
a social media plan already as a result of the last webinar? So if people are excited
to share, please hit star-6, and in the meantime,
if everyone would just type into the chat box. I see Mallory responded, “We are
in the process of planning.” Okay, awesome. Anyone else already have
a social media plan in place or has been able to develop
their social media plan? Okay. So what I’m curious about
is what are some of the biggest challenges
that you’ve come across? Because I know several
communities either have already set up
social media platforms, or they’re working on developing those social media platforms
and plans. So, what has been
the most challenging part of developing your
social media plan so far? So feel free to hit star-6,
unmute, or you can type in the chat box. Okay, do we have a lot
of shy people on here? I know we don’t. I know there are some people
who are not shy because I have you
on other calls. All right. So let’s just answer a couple
of questions that we’ve gotten from various people as
we’ve been doing our work. So one of the key challenges I know that many communities
have experienced is the issue
of the state department and they may or may not have
an existing policy that prevents use of Facebook
and other social media platforms on their computers,
and so I’m curious to know if anybody has experienced that
and how you’ve gotten around it. So I know some communities
have been able to contract out to other organizations
to be able to– whether it’s a PR firm
or a social marketing firm or they have been able
to contract out to their youth or family organization
to be able to manage their social media for them. So that is one solution
that we’ve come across that people have been
able to utilize. (Geeta Kotak)
Hi, Lacy. This is Geeta from Delaware. I was just gonna say
the exact same thing. We do experience that challenge
here with the department, and we are trying to contract
out to our clinical program in order to get approval
to have social media platforms for our group. (Lacy)
Awesome, Geeta. Thanks.
And so how far along are you? Are you gonna be able to be
part of the planning process with them in deciding
the content and that sort of thing, or are you still sort of
figuring that out? (Geeta)
We’re still figuring that out. We had a brief conversation
with a consultant the other day. Our funding is not gonna come
through for several months, but I still think that we could
probably work on our policy in the meantime. And we haven’t really
determined who is going to manage social media for us. whether it be me
or somebody else. I’m not sure, honestly. (Lacy)
Sure. (Geeta)
But this training has been very helpful
in kind of getting us started, so I appreciate that. (Lacy)
Awesome. Awesome. Thank you for
that feedback, yeah. I see that Cindy mentioned
the same thing. Cindy Chang from New York
said that youth coordinators will help to manage it
but would also like to hire a social media
strategy consultant. And that’s something really
important to consider in who’s managing your
social media too. A lot of people think that just
because it’s a young person or a youth coordinator, that it
should be on their plate and people don’t realize how
much time it actually does take to do effective social media
management. So if any of you project
directors are on here and considering, “Hey,
we’ll just have the young person do that,”
maybe rethink that and talk about that
and make sure that they do have the time
to be able to do that and the skill set. Awesome. Let’s see, Thomas,
did you have a key question that you’ve come across that you
wanted to present to the group? (Thomas)
Sure. Oftentimes one of the major
questions I get is, “How do I start the social
media policy process “if we don’t even really
use social media and/or know how to use it?” And my answer always
is kind of really just jump right in. Particularly, say if lots of you
are nervous around what kind of social media
to use and thinking that it’s just Facebook
and Twitter and having to post comments
or information or pictures, when in reality there’s hundreds
of different types of content. And so if you can
remove the barrier of, “We don’t have enough
information to post,” and can jump right into the social media
policy development which is actually the harder
part of the process, that’s what I’ve been able to
give people as the best advice in terms of chicken
and the egg, which to start first. (Lacy)
Awesome. Yeah, that’s a good point. I know that everyone is,
you know, in a little bit different place
in getting started and sometimes even,
you know, you might have a social media guru on staff
and sometimes they’re raring to go and they could have
6 months worth of content ready to go, but it’s a matter
of convincing the higher-ups that,
yes, this is a good idea. And so sometimes some
of the work might be around even getting the green light
to do some of this, the development,
so those are really good points. (Thomas)
Okay, Lacy, we have time to have
one more also. (Lacy)
Okay. Time for one more question. (Thomas)
Yes. Or even advice is a question
that often comes up is people are unsure around
how to develop social media that doesn’t post immediately. There’s controls in all of your
social media that will allow you to say when
and how people can post so you don’t have to necessarily
worry about being afraid to let people post and not being
able to monitor it. You can actually set controls
that allow you to review it before it
actually goes live on site. So that’s another question
that comes up when people are
developing their policy but are afraid to actually
commit to social media because they can’t control
the content. You can control it. (Lacy)
Yeah, definitely. And those are some of
the additional considerations to think about. There’s a lot of technology
tools out there that really help you
to be really efficient so you don’t have
to have somebody sitting on your
social media 24/7, you know, to really monitor it,
and so you are able to have key words pop up
or you’re able to prevent people from posting until it’s
approved by an administrator. I’m thinking through
and a person who posts the content doesn’t necessarily
have to be the same person that engages with
and monitors the interactions on your content and so you
might have someone who– or you might have three
or four people who are monitoring
the social media and checking in on it
every once in a while and then have
a designated person who is actually posting
or developing that content separate from
the rest of the team. And that’s, you know, that’s
a way of doing it as well. Okay, do we have
any other questions? So from any
of the webinar series? So we have, you know,
Thomas is a marketing expert, and we’re so glad that we’re
able to bring him onto the team and so you have
open access right now to be able to ask him
any questions about any policy development,
any social media plans, you know, when is the best
time to post on Facebook. Any kind of questions
that you have right now, the floor is open if you
wanna post in the chat box or unmute your line. Oh, here we go.
Excellent question, Cindy. “What would you look for in
a social media consultant?” Thomas, do you wanna
take first stab at that? (Thomas)
Sure, and I was actually expecting that from you, Cindy. One is–the first thing
I always tell people, look for somebody
who doesn’t wanna spend money without understanding
your target. That’s the key piece,
because people are always willing to spend without
really understanding who you are trying to reach, so that’s the number one thing
I would look for. Number two is I would ask
the question how long have they been doing it. Social media really took
off about 10 years ago, and so there’s not really
a bunch of data around experts. Like, there’s experts
agencies for TV, radio, even experiential,
and so I would ask how long they been doing it, because someone who’s only
been doing it for a year may not necessarily have all
the tools that somebody who’s been doing it
at least for 5-plus years. I think those are really
the two key pieces in terms of initial questions
I would ask. And then also ask for references
and make sure they– if they have done both
for-profit and non-profit. The last thing I would
ask them is what types of social
media do they use. If they only use Twitter
and Facebook, you should probably be looking
for somebody else. And actually, one more
last thing, I apologize. What do they use
to track success? There’s a couple
of different tools out there. Almost none of them
are free, so if they’re a really
good consultant, they’re paying
for a tracking device. (Lacy)
Yeah, all really great points. And I think you don’t
necessarily have to have someone who, I think,
has worked with young people in the past. I think that that would be
really helpful, but they certainly need to know
how to access your audience. They need to know
when they’re online. I would also ask, you know,
you can ask for a proposal and find out what
their ideas are and– for them to be able
to provide that to you. And you know, ask
what kind of advertising that they do as well. That’s something that we
didn’t talk a lot about in our social media plan,
but that’s something that can be helpful
in building your audience and providing links to resources
is through Facebook advertising or advertising on, you know,
Instagram or Snapchat or whatever your platform is. So maybe ask about their
experience and their portfolio. You wanna be able
to go and check out their page of clients
that they’ve actually engaged previously. Well, I’m not seeing
any other questions. Any other thoughts
or last-minute comments from our presenters? All right, well, I’m gonna
put in a slight plug here. We are available at
the Now Is The Time TA Center to help assist with
any development questions, policy facilitation if that’s
something that you need. So we do have some TA
around that sort of thing, some capacity. Thomas is a consultant
on our consultant pool, and so that’s also an option. To see what sort
of availability, you can send in a request through your
Technical Assistance Liaison to be able to find out,
you know, if you want additional consultation or help
through the TA Center. That’s something
we certainly offer. And you can contact
the TA Center directly at this email address here,
the [email protected] and, again, any questions,
any comments, or insights, please let us know. We love to hear how,
you know, if this is useful or if it could be more useful
how that could happen. And look for our Social Media
Planning template that we will be sending out. Any additional questions,
feel free to call or email. Thank you all so much
for your participation and hanging in there. And we look forward to hearing
how your social media policies and practice get into place. All right, thanks, everyone.
That concludes our webinar.

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