Social'Media Policies(&(Standards( Proposal - Weebly
Mercyworks www.mercyworks.net Social Media Policies & Standards Proposal Jessica Naismith JRN 370- ‐ 22218913
JRN 370 Mercyworks Policies & Procedures Proposal Introduction & Summary Statement Mercyworks is a startup non- ‐profit organization looking to provide social assistance to community members who are in need of help through the provisions of programs and advocacy. Through the development of the organization it came to our attention that Social Media would be a tremendous asset to the goals and objectives of the organization. We have outlined the targeted social media platforms and the overall goal of social media within Mercyworks. It is proposed that in the best interest of Mercyworks and its programs we adopt the following policies and procedures for social media. It is believed that the use of Social Media will be of immediate benefit to the organization and its employees as well as those being served. Through social media the amount of people within the community will be greater, the amount of money given through donations will increase, and the level of awareness within the community and the surrounding areas will also be more noticeable. We aim to use social media to highlight other organizations that are involved in social assistance and relief efforts throughout the area as well. Mission & Vision Statements Vision Statement Mercyworks is an international Christian community development organization alleviating poverty and injustice globally through relief efforts, community transformation and advocacy. Motivated by love, we bring aid to the most vulnerable people with no regard toward faith, ethnicity, age or gender. Values We value people. We believe the deepest treasure of the earth is the people who inhabit it. People matter to God and therefore matter to us. We value justice. All people have value regardless of ethnicity, age, gender or financial standing, therefore we advocate for those that are poor, oppressed and disenfranchised; seek justice for them and give them a voice in order to bring justice and equality to their communities. Jessica Naismith- ‐ JRN 370 22218913 2
JRN 370 Mercyworks Policies & Procedures Proposal We value transformation. We believe that Jesus’ mission involved establishing His Kingdom on earth with transformation being the hallmark of His Kingdom – transformation of lives, families, businesses, communities and countries. We value empowerment. We realize that strong communities are built through empowering the people in them and so we resource our partner communities first with relief help, meeting the need at hand to reach the need of the heart. And then through relationship empower them to build their own community. We value collaboration. We believe that our reach is magnified exponentially through partnerships and collaboration. There is strength in community, as an organization we function as a community and as we reach out, we also believe that we can only reach our potential as we hold the hands of others who have a similar vision of seeing communities transformed. We value our faith. We are spiritually based and are focused on the mission that Jesus left us with – to love God and love people. Love is the foundation of everything we do. Releasing love to the communities and people we serve is the reason why we do what we do. We value stewardship. Because we believe that the earth is the Lord’s and everything in it, we value proper stewardship of all of our resources, our finance, our properties, our human resources, and our programs. God has given everything we have to us and we hold it all in high esteem and treat it to the best of our ability with the deepest respect. Organization Goals & Objectives To raise awareness of social issues such as poverty, urban famine, lack of family structure, students being undereducated and health issues among residents of all ages. To present solutions to above issues in the forms of programs within and outside of the realm of Mercyworks and Eden Urban Farms, LLC. To begin conversations about topics such as wellness, substance abuse, poverty, education, children, hunger, and urban agriculture with people inside of the Detroit communities. To dialog with people who have positional power for the raising of funds, program development, and media contacts. To alert people of those organizations throughout the region already engaged in helping meet societal needs. Jessica Naismith- ‐ JRN 370 22218913 3
JRN 370 Mercyworks Policies & Procedures Proposal Personnel & Resource Requirements I propose the use of resources including personnel, equipment, software, and funds allocated for the specific purpose of social media training and maintenance. Personnel Equipment Training/Development 147680 126880 126880 11100 5000 6 Months 11100 12 Months 5000 13300 7500 18 Months The breakdown of the costs per 6 months is split into three separate expense accounts; Personnel, Equipment, and Training/Development. Personnel We will hire one fulltime employee to fill the role of Social Media Director. This employee will have an hourly rate of 25.00, at 40 hours/week; this person will have an annual salary of 52,000. Two additional employees will be hired as fulltime as well, both Social Media Coordinators. These employees will each have an hourly rate of 18.00, for an annual salary of 37,440. This accounts for the total at the 6 and 12- ‐month marks respectively of 126,880. The *18- ‐month mark will signify the hiring of 2 additional employees. These employees will be part- ‐time Social Media Associates each working 20 hours per week with an hourly rate of 10.00. These employees make up the additional 20,800 in the budget for a total of 147,680. The possibility exists for the additional of the Social Media Interns at this point as opposed to the 12- ‐month mark. For the duration of this proposal I will work with the idea of 4 social media interns (unpaid) starting at the beginning of the 12th month of operations. They will be included in “Personnel” but will not add to the bottom line in the Personnel Budget. * Jessica Naismith- ‐ JRN 370 22218913 4
JRN 370 Mercyworks Policies & Procedures Proposal Equipment We will purchase one complete workstation for each of the three employees originally and maintain the three workstations each purchased for an initial price of 2,200. We will allocate 2,000 for software, downloads, and upgrades and put 2,500 in the budget for printers, ink, paper, etc. This total is 11,100 for the remainder of the first 12 months. After the end of this second period we will purchase another workstation for the two part- ‐time employees to share for a purchase price of 2,200. This budget increases to 13,300. Training & Development The amounts reflected for three periods of training and development are simply an estimation of the costs we will incur as an organization. This amount of 5,000 and 7,500 respectively account for training workshops for employees either onsite or in another location (which would include travel expenses) and costs we would incur bringing in a speaker or expert in the field of social media. We may need to purchase training software or training materials, such as the “Social Media Marketing Success Training” developed by Krista Neher. This set of training materials runs about 900.00 from Amazon.com. Also included in this expense budget would be the hours our employees spent on training and professional development. We would pay them their normal rate per hour and expense it to this account. Additional Resources Recommended In my opinion, I would propose that additional resources be added as budget and the Board of Directors allow. My first suggestion would be to hire a salaried position whose sole purpose would be to monitor the analytics for social media and to research best practices for boosting our online presence. I would recommend this position be added after 24- ‐30 months. In the meantime we would need to provide proper training to the current staff to fill this need. I would suggest as well that we make sure that our technology is up to par with the newest and recent social media platforms and that we have software, downloads, and systems that will allow for optimum use of social media. Jessica Naismith- ‐ JRN 370 22218913 5
JRN 370 Mercyworks Policies & Procedures Proposal We are currently lacking the staff to monitor the content of the social media platforms, while we have unpaid interns who provide content and updates, it is vital that we monitor these blogs, tweets, etc. and that someone continuously engages in conversation on these platforms in order to maintain our desired level of interaction with the community. Training Details Overall, the Board of Directors has the say in the amount, kind, and frequency of Social Media training but below is my recommended schedule of training for the initial 6- ‐month period within Mercyworks. 0- ‐3 Months: Who: All employees of Mercyworks (this includes 3 in Administrative roles, 2 in Fund Development, 5 in Social Media (unpaid interns), and 1 Executive Director) 11 Employees What: Follow the DVD/Workbook training for “1 Social Media Marketing” earlier referenced in the Training & Development section. Led By: The course will mostly be self- ‐directed. The parts of the course that require more explanation, I will lead or provide additional guidance in. How Much: The course would be approx. 900.00 plus additional monies for printing materials and additional workbooks. 3- ‐6 Months: Who: We will focus the training on the Social Media Department and those in Fund Development if the Board adopts the recommendation. What: The Social Media Strategies Summit for Non- ‐Profits is hosted in Boston and San Diego for 2012 with dates that may work for the employees. The conference is either 1 or 3 days depending on the location. There are two tracks available. The track focused on platforms would be for the Fund Development Staff and the Social Media Interns. The second track for Campaigns and Tactics 1 http://www.amazon.com/Social- ‐Media- ‐Marketing- ‐Training- ‐ Course/dp/0983028613/ref sr 1 3?s software&ie UTF8&qid 1344350921&sr 1- ‐ 3&keywords social media training Jessica Naismith- ‐ JRN 370 22218913 6
JRN 370 Mercyworks Policies & Procedures Proposal would be better suited for anyone from Leadership who would like to attend and the Social Media Staff. How Much: Cost is 595.00 per person with the Early Bird Discount, with additional costs for travel expenses. These costs have not yet been calculated. Additional Training Beyond the initial 6- ‐month period the training would be ongoing, in an individual or small group setting led by myself or another staff member on the SM team. Some of these items will be pulled from the CMU SM Certificate Coursework and other materials will be from books purchased through Amazon or through trainings that one of the staff members has attended. The rest of these details have yet to be determined. Audit Questionnaire: Many of these questions have been adopted by Mercyworks from The Social Media Handbook 2012 Nancy Flynn. The main objective in using this audit for the Board of Directors and the Executive Director is to find out how Mercyworks needs to proceed in developing social media policies and procedures to better protect itself and its employees against the possible risks. Legal Risk & Compliance 1. Have you reviewed current federal and state laws governing electronic content, usage, monitoring, privacy, e- ‐ discovery, data encryption, business records, and other legal issues in all jurisdictions in which you operate, have employees, serve customers, or litigate lawsuits? Yes No Don't Know 2. Has employee email ever triggered a workplace lawsuit? Yes No Don't Know 3. Has offensive or inappropriate social media content (blog posts, tweets, Facebook profiles, third- ‐party blog comments, YouTube videos, and so on) ever triggered a workplace lawsuit? Yes No Don't Know 4. Has employee Internet use (surfing, viewing, downloading, uploading, and so on) ever triggered a workplace lawsuit? Yes No Don't Know Jessica Naismith- ‐ JRN 370 22218913 7
JRN 370 Mercyworks Policies & Procedures Proposal 5. Have employee or intern (volunteer) written blog posts or third- ‐party comments ever triggered a workplace lawsuit? Yes No Don't Know E- ‐Discovery Risks & Compliance 6. Has employee email ever been subpoenaed by a court or regulatory body? Yes No Don't Know 7. Have program- ‐related tweets, Facebook posts, YouTube videos, or other social networking content ever been subpoenaed by a court or regulator? Yes No Don't Know 8. Have program related blog posts ever been subpoenaed by a court or regulator? Yes No Don't Know 9. Has email or other electronically stored information (ESI) ever been used as evidence—for or against Mercyworks—in litigation? Yes No Don't Know 10. Have you provided employees with a formal definition of “electronic business record”? Yes No Don't Know 11. Do your employees and unpaid interns know the difference between business critical email that must be retained for legal and regulatory purposes versus personal email and otherwise insignificant messages that may be purged? Yes No Don't Know 12. Do you rely on an archiving solution to automatically preserve, protect, and produce legally compliant email and other ESI? Yes No Don't Know 13. Could you locate and produce legally compliant business blog posts, email messages, text messages, and other ESI in 99 days if ordered by a court to do so? Jessica Naismith- ‐ JRN 370 22218913 8
JRN 370 Mercyworks Policies & Procedures Proposal Yes No Don't Know 14. Are you familiar and compliant with the amended Federal Rules of Civil Procedure (FRCP)? Yes No Don't Know 15. Are you familiar and compliant with the state rules of civil procedure in every state in which you operate, have employees, or litigate lawsuits? Yes No Don't Know Records Management 16. Do you have a formal electronic business record retention policy in place, governing the retention of all electronically stored information? Yes No Don't Know 17. Have you established a record lifecycle schedule and formal deletion schedule for Mercyworks electronic business records? Yes No Don't Know 18. Do you have a formal litigation hold policy and related procedures in place? Yes No Don't Know Regulatory Risks & Compliance 19. Do you know and understand all of the industry and government regulations that govern Mercyworks electronic use, content, records, data security, customer data, consumer privacy, or e- ‐discovery obligations? Yes No Don't Know 20. Have you educated your regulated employees and unpaid interns about electronic risks and compliance vis- ‐à- ‐vis regulators’ rules and guidelines? Yes No Don't Know 21. Has content posted on Mercyworks various blog sites ever triggered a regulatory investigation? Yes No Don't Know Jessica Naismith- ‐ JRN 370 22218913 9
JRN 370 Mercyworks Policies & Procedures Proposal 22. Has content posted on Mercyworks public Facebook page or other external public social media site (Twitter, YouTube, and so on) ever triggered a regulatory investigation? Yes No Don't Know 23. Has content posted on an employee’s or unpaid intern’s personal blog ever triggered a regulatory investigation against Mercyworks? Yes No Don't Know 24. Has content posted by an employee or unpaid intern on a personal Facebook, Twitter, YouTube, or other social networking account ever triggered a regulatory investigation against Mercyworks? Yes No Don't Know Organizational & Productivity Risks 25. Has excessive personal use of email led to a slide in workplace productivity? Yes No Don't Know 26. Has excessive personal use of the Internet led to a slide in workplace productivity? Yes No Don't Know 27. Has excessive personal use of public social networking sites led to a slide in workplace productivity? Yes No Don't Know 28. Do you review job/intern applicants’ personal blogs, Facebook pages, and other personal social media presence as part of the interview process? Yes No Don't Know 29. Has your review of job applicants’ personal blogs, Facebook profiles, and other social networking sites ever triggered a discrimination claim against Mercyworks? Yes No Don't Know 30. Do you allow employees to engage in video snacking via personal or company- ‐owned systems and accounts? Jessica Naismith- ‐ JRN 370 22218913 10
JRN 370 Mercyworks Policies & Procedures Proposal Yes No Don't Know 31. Have you ever terminated an employee for violating email policy? Yes No Don't Know 32. Have you ever terminated an employee for violating Internet policy? Yes No Don't Know 33. Have you ever terminated an employee for violating Intranet policy? Yes No Don't Know 34. Have you ever terminated an employee for violating blog policy? Yes No Don't Know 35. Have you ever terminated an employee for violating social media policy? Yes No Don't Know 36. What does your company consider to be a termination- ‐worthy social media violation? (Check all that apply.) Violation of social media Policy Violation of any company employment policy Inappropriate or offensive language or content Excessive personal use Breach of confidentiality rules Violation of regulatory guidelines Other 37. What does your company consider to be a termination- ‐worthy blog violation? (Check all that apply.) Violation of blog policy Violation of any company employment policy Inappropriate or offensive language or content Excessive personal use Violation of regulatory guidelines Violation of regulatory guidelines Other Jessica Naismith- ‐ JRN 370 22218913 11
JRN 370 Mercyworks Policies & Procedures Proposal 38. What does your company consider to be a termination- ‐worthy email violation? (Check all that apply.) Violation of social media Policy Violation of any company employment policy Inappropriate or offensive language or content Excessive personal use Breach of confidentiality rules Violation of regulatory guidelines Other 39. What does your company consider to be a termination- ‐worthy Internet violation? (Check all that apply.) Violation of Internet policy Violation of any company employment policy Inappropriate or offensive language or content Excessive personal use Breach of confidentiality rules Violation of regulatory guidelines Other 40. On average, how much personal use of the organization’s computer systems (social media, blogs, Internet, email, texting, and so forth) do you engage in daily? 0 to 30 minutes 30 minutes to 2 hours 2 hours to 4 hours 4- ‐plus hours Security Risks 41. Have leaked internal email messages ever triggered negative media coverage, a regulatory audit, or other negative consequences? Yes No Don't Know 42. Have employees ever posted confidential information about Mercyworks or its program participants or assistance recipients on social networking sites or blogs, triggering negative media coverage, a drop in stock valuation, a regulatory audit, or other negative consequences? Yes No Don't Know Jessica Naismith- ‐ JRN 370 22218913 12
JRN 370 Mercyworks Policies & Procedures Proposal 43. Has compromised donor financial data (Social Security numbers, credit card numbers, debit card numbers, financial account numbers) ever put your organization at risk of Gramm- ‐Leach- ‐Bliley (GLBA) violations? Yes No Don't Know Mobile Device Risks 44. Does Mercyworks provide employees or interns with mobile devices of any kind (smartphones, BlackBerries, iPhones, cell phones, tablets, iPads)? Yes No Don't Know 45. Are employees or interns permitted to use company- ‐provided smartphones or other company- ‐owned mobile devices for personal reasons? Yes No Don't Know 46. Are employees or interns allowed to use personal smartphones or other privately owned mobile devices to create, post, access, transmit, or download company or donor data? Yes No Don't Know 47. Are employees or interns allowed to access the internal email system via personal smartphones or privately owned mobile devices? Yes No Don't Know 48. Do employees or interns use text messaging for internal communication with coworkers or for external business communication with customers, prospects, suppliers, and potential and current donors? Yes No Don't Know 49. Has an employee or volunteer- ‐driver ever caused a traffic accident or hit a pedestrian while texting, talking, blogging, posting, social networking, surfing, emailing, or otherwise engaged in distracting behavior while driving? Yes No Don't Know Personal Use 50. Do employees or interns ever use their own personal social networking accounts, public sites, or external blogs to comment on Mercyworks, employees, executives, customers, donors, or other partners matters? Jessica Naismith- ‐ JRN 370 22218913 13
JRN 370 Mercyworks Policies & Procedures Proposal Yes No Don't Know 51. Have employees or interns ever used their own personal social networking accounts, public sites, or external blogs to gossip, whine, or complain about Mercyworks, employees, executives, customers, donors, or other partners matters? Yes No Don't Know 52. On their own time and using their own computer resources, have employees or interns ever— accidentally or intentionally—leaked confidential Mercyworks data or private donor information that has triggered a regulatory investigation, sparked a lawsuit, damaged the organization’s reputation, or otherwise harmed Mercyworks? Yes No Don't Know 53. Do you monitor employees’ or interns personal blogs? Yes No Don't Know 54. Do you monitor employees or interns’ personal social networking presence and activity? Yes No Don't Know Business Use 55. Does Mercyworks use public social media sites (Facebook, Twitter, YouTube, LinkedIn, and so on) to communicate, collaborate, and converse with customers, prospective donors, vendors, decision makers, the media, business partners, and other important audiences? Yes No Don't Know 56. Does Mercyworks use enterprise- ‐grade social media software, in- ‐house wikis, and internal blogs for knowledge sharing, brainstorming, communication, and collaboration among employees, executives, donors, business partners, or other authorized parties? Yes No Don't Know 57. Do you maintain a/an organization blog(s)? Yes No Don't Know 58. Do you provide employees or interns access to instant messaging (IM) for internal chat with colleagues? Jessica Naismith- ‐ JRN 370 22218913 14
JRN 370 Mercyworks Policies & Procedures Proposal Yes No Don't Know 59. Do you provide employees or intern’s access to public instant messaging (IM) for external chat with customers, donors, and other outsiders? Yes No Don't Know 60. Does Mercyworks use technology (URL blocks) to prevent employees from accessing off- ‐limits websites? Yes No Don't Know 61. If yes, what type of sites does Mercyworks block? (Check all that apply.) Social networking sites External blogs "Adult" sites (sexual, pornographic, or romantic content) Game sites News sites Shopping or auction sites Entertainment sites Sports sites Gambling sites Illegal or otherwise inappropriate or offensive sites Acceptable Use Policies (AUP’s) 62. What type of acceptable use policies (AUPs) does Mercyworks currently have in place? (Check all that apply.) Social media policy (governing business use and content) Social media policy (governing personal use and content) Blog policy (governing business use and content) Blog policy (governing personal use and content) Business record retention policy Email policy (governing business use and content) Email policy (governing personal use and content) Internet policy (governing business use and content) Internet policy (governing personal use and content) Instant messenger (IM) policy (governing business use and content) Instant messenger (IM) policy (governing personal use and content) Text messaging policy (governing business use and content) Text messaging policy (governing personal use and content) Smartphone/cell phone policy (governing business use and content) Smartphone/cell phone policy (governing personal use and content) Jessica Naismith- ‐ JRN 370 22218913 15
JRN 370 Mercyworks Policies & Procedures Proposal Mobile device policy (governing business use and content) Mobile device policy (governing personal use and content) 63. Have all of your AUPs been reviewed and updated as necessary within the past 12 months? Yes No Don't Know 64. Are your AUPs easy to ready, understand, and adhere to? Yes No Don't Know 65. How do you distribute AUPs to employees? (Check all that apply.) Formal employee training programs Employee handbook Company Intranet Company Intranet Email Online policy portal 66. Do you conduct mandatory employee training related to each AUP Mercyworks has developed and distributed to employees? Yes No Don't Know 67. Do you clearly date each new or revised AUP? Yes No Don't Know 68. Do you take old AUPs out of circulation when new AUPs are introduced? Yes No Don't Know 69. In the event of a lawsuit, are you confident that Mercyworks could demonstrate to the court that it has established a best- ‐practices- ‐based AUP program that combines effective policies, supported by comprehensive employee education, and enforced by best- ‐in- ‐class technology tools? Yes No Don't Know Jessica Naismith- ‐ JRN 370 22218913 16
JRN 370 Mercyworks Policies & Procedures Proposal Risks for Mercyworks At the present time the risks for using social media have not been completely evaluated, but from the work that we have done in researching this, the risks of failure to use social media outweigh the risks involved in utilizing these technological advances. Below I have outlined the previously identified risks and how each risk could be handled via social media and the projected solutions, resources, etc. to take care of each potential problem. 1. Threats to intellectual property. One of the risks would be that information that Mercyworks considers to be confidential in nature would be leaked to those who should not be privy to the information. Specifically in dealing with Eden Urban Farms, LLC this could come into play. The technology for this endeavor has recently been placed under patent pending status (October 9, 2011) through the Aquatic Productions Consulting, LLC hydro biologist that originally developed this aquaponic system. There is a high level of risk to the technology and to the patent itself if this information were to be shared with the public or worse yet, other Consulting firms who are developing similar technologies. There are several ways to deal with this risk and address it proactively. First would be to create a Confidentiality/ Non- ‐disclosure agreement that any employee or unpaid intern, consultant, or contractor would need to sign before beginning with Mercyworks. Another way to deal with this issue would be to address it in employee training and discuss the legal implications if this information were to get out. Also, staff could continuously monitor the content being placed online to make sure that the confidentiality agreements were being upheld at all times. 2. Negative feedback from the program members or community. / Defamation A very real risk an organization takes when placing significant emphasis on relationships via social media is feedback that is not positive. We run programs for various niches in the community and each of these groups has the ability to respond to our programs, staff, initiatives, etc. on social media platforms. One of the aspects of JRN 370 that I paid particular attention to was reputation management. All too often we see companies or organizations take a beating online because of negative feedback. I propose we deal with these comments and feedback with a positive attitude and let these things run their course. It is not recommended to remove these comments or reviews because we do not Jessica Naismith- ‐ JRN 370 22218913 17
JRN 370 Mercyworks Policies & Procedures Proposal want to appear as though we are not genuine in our efforts to help the community. We want to make sure that each of the employees and interns dealing with social media are properly equipped with the knowledge and tact necessary to deal with such issues when they arise. This can be dealt with during the employee/intern training. The steps for dealing with a donor/program attendee, etc. will be outlined in concise details for anyone dealing with this particular problem. 3. Financial information could be at risk of being exposed. With the nature of being a non- ‐profit organization it is expected that a significant portion of our time and reso
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3.3.4 The role of Social Media in Marketing 27 3.4 Social media marketing - Platforms of online communication and the impact of social media on consumer behaviour 29 3.4.1 Most popular social media platforms 30 3.4.2 Social media platforms by zones 35 3.4.3 Social Media Marketing Strategies 39 3.5 Significance of social media for branding 40
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Index Terms—social media; social media marketing; strat-egy; sufficient, e-word-of-mouth; Starbucks I. INTRODUCTION N MODERN society, social media is one of the essential factors in a media sector and marketing. It is said that so-cial media is a new measure for media over the world, which has a vast difference with public media. I
