Social Media Policy Worksheet

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Have clarity about who engages online and in what role:

  1. Who speaks for the organization?
  2. Do they speak as the organization name or as themselves? (And remember disclosure- organizations are not people)
  3. If you have multiple users on the organizational account, do you indicate which person is speaking?
  4. Describe how participation looks and feels:
  5. What degree of personal and professional is appropriate for your organization to both be human and be true to the formality of the organization?
  6. How transparent will you be about the workings of your organization?
  7. What tone or voice does the organization present? What evidence would you have that it is present?
  8. What examples can you provide of voice, tone, and style for your organization’s participation?
  9. Outline what content your organization’s participa­tion focuses on:
  10. What core content areas are addressed?
  11. What types of information are appropriate to share? (Should the stream of information going out be a balance of news items, blog links, and replies? What sort of balance are you striving for?
  12. What is not to be discussed?

Detail which activities will be priorities, and the order in which to engage them:

  1. What social media activities are priorities?
  2. Or what order should they be approached?

Set a time line for social media participation:

  1. How regular should activity be?
  2. Can multiple activities overlap or should they be be sequen­tial?

How do we deal with a crisis?

  1. What can we do now to anticipate what might happen when we engage online?
  2. What is our response when someone disagrees with us po­litely? Rudely?
  3. How can we use our online network of fans to support our organization if people attack our positions, beliefs or good works online, or in the traditional press?

Give your team a visual aid: a Venn diagram of core content to discuss, roles people play, spaces to engage in, and high priorities. List outside your shapes the topics or styles you want to avoid.

To create an ongoing feedback loop, so your activities online grow more intelligent over time, define how often you plan to monitor the work and set dates to check the work against your social media policy

Worksheet by Jean Russell

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