bsa social media guidelines review

17
Introduction to Social Media Guidelines Joe Mueller Director of Public Relations

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

Page 1: BSA Social Media Guidelines Review

Introduction toSocial Media Guidelines

Joe MuellerDirector of Public Relations

Page 2: BSA Social Media Guidelines Review

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

Page 3: BSA Social Media Guidelines Review

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)

Page 4: BSA Social Media Guidelines Review

“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

Page 5: BSA Social Media Guidelines Review

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

Page 6: BSA Social Media Guidelines Review

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

Page 8: BSA Social Media Guidelines Review

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

Page 9: BSA Social Media Guidelines Review

Three Essential Checkpoints Used properly, social media is an excellent way

to start conversations with target audiences in three key ways:

ConnectInform Attract

Page 10: BSA Social Media Guidelines Review

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

Page 11: BSA Social Media Guidelines Review

Guidelines For Success

Monitor social media channelsIntegrate with other

communications

Page 12: BSA Social Media Guidelines Review

Social media takes a thick skin

Negative conversations are happening already

You have a voice in the conversation

Don’t delete negative comments

Page 13: BSA Social Media Guidelines Review

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

Page 14: BSA Social Media Guidelines Review

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

Page 15: BSA Social Media Guidelines Review

Social media takes a thick skin Build trust by being open and

transparent Share information about the

challenges and opportunities you’re faced with

Page 16: BSA Social Media Guidelines Review

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

Page 17: BSA Social Media Guidelines Review

Joe MuellerDirector of Public Relations

[email protected]