bsa social media guidelines review
Post on 18-Sep-2014
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The Boy Scouts of America recently published guidelines for social media. They are reviewed and expanded upon in this presentation for the staff of the Greater St. Louis Area Council, Boy Scouts of America.TRANSCRIPT
Introduction toSocial Media Guidelines
Joe MuellerDirector of Public Relations
Introduction toBSA Social Media Guidelines Learning objectives:
What is social media and why is it importantWhy guidelines are neededHow to determine if your social media use is
in alignment with BSA standards, goals
What Is Social Media? Websites or web services that utilize a
“social” or “web 2.0” philosophy. This includes blogs, social networks
(Facebook, MySpace), messaging (Twitter), video (Vimeo, YouTube)
“Social media has become so prevalent, so interwoven into the social fabric of our society that leaders—HR in particular—realize that if they are going to recruit the best and the brightest, they are going to have to set some guidelines for what is and what is not acceptable use.”
–Eric Schwartzman“Marketing Edge” podcast
Photograph: www.ChristopherSPenn.com
Effective social media is an enterprise-wide activity
• It is not the sole function of PR or marketing
• It’s similar to e-mail, telephone—but it’s new
Effective social media is an enterprise-wide activity
If social media is going to be used effectively, there needs to be boundaries
Simultaneously, if organizations hope to get more employees to invest more of their discretionary effort in achieving outcomes that fulfill the mission, they need to provide guidance
http://tinyurl.com/socialmediaguidelines
Social Media platforms are major media channels
Individuals can build personal networks
Build, support brandsDrive engagementBuild stronger Scouting
communities in units, districts, councils
Reconnect with alumniSupport products, services Increase sales
Three Essential Checkpoints Used properly, social media is an excellent way
to start conversations with target audiences in three key ways:
ConnectInform Attract
Important Social Media Principles… Not Rules
No hard and fast rules; two overarching principles:
Courtesy: The Scout Oath and Law
Common sense: protect children from inappropriate material, maintain privacy
Guidelines For Success
Monitor social media channelsIntegrate with other
communications
Social media takes a thick skin
Negative conversations are happening already
You have a voice in the conversation
Don’t delete negative comments
Social media takes a thick skin
Let your audiences talk about you. Encourage conversationsBe prepared to respond to negative
or inaccurate posts.Some don’t warrant a responseSome comments need to be taken
seriously and addressed
Social media takes a thick skinDirect media inquiries to the appropriate
personDisplay the values of the Scout Oath, Law
If disagreeing with others, remain appropriate and polite
If the situation turns antagonistic, don’t get overly defensive
Do not disengage from the conversation abruptly
Ask for help
Social media takes a thick skin Build trust by being open and
transparent Share information about the
challenges and opportunities you’re faced with
How to use social media Make social media part of your overall
communication efforts Share positive media placements Generate traffic to your web page Tell your story