The document discusses key considerations for staffing social media efforts, including dedicating adequate staff time, establishing budgets, and fostering a collaborative organizational culture. It recommends allocating at least 0.25 FTE to social media and budgeting $500-1,000 annually for basic needs like graphics. Developing social media policies and responsive procedures is also important, such as monitoring channels and responding to issues within 24 hours. Creating a culture of experimentation and trust among staff can help social media initiatives succeed.
1. Social media staffing, culture, and policies
Bringing Social Inside
Presented by Debra Askanase
Digital Engagement Strategist
Community Organizer 2.0
12. Social media channels used,
dependent on hours available for social
http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/ 12
18. Social media budgeting
“The number of respondents allocating some budget (>$0) grew
from 47% (2010) to 52% (2011) to 54% (2012) over 3 years.”
182012 Nonprofit Social Networking Benchmark Report
Overall
budget
2009 2010 2011 2012
None: 56%
<$25K: 33%
None: 53%
<25K: 36%
None: 48%
<$25K: 44%
None: 46%
<$25K: 34%
19. Amount budgeted for maintaining a community
social presence
192012 Nonprofit Social Networking Benchmark Report
20. Amount budgeted to maintaining
in-house social networks
202012 Nonprofit Social Networking Benchmark Report
21. Items to budget for:
choose your list of ingredients
http://www.flickr.com/photos/25084516@N03/4302226855/in/photostream/ 21
Staff
Consultants
Software
Cloud services
Hardware
Online campaigns
Promotion
Graphic design
Video editing
22. Typically outsourced marketing services
http://www.socialmediaexaminer.com/social-media-marketing-industry-report-
2012/
22
23. A “minimum viable” social media presence
Minimum Prepping for
success
Success strategy
Personnel .25 time .5 time 1+ FTE
Video $500/year $1,500/year $2,500+/year
Social media monitoring $0 $300/month $500 - $1,000/month
Strategy In-house - $0 Consultant develops
strategy, $2,000+
Plan + ongoing support
$5,000+
Facebook services Free services plus
one customization
$300 - $500
$500 - $1,000/year
(customization, short
campaign)
$1,500 - $2,000/year
Paid social media online
services (Flickr Pro,
backup)
No paid services $500/year $1,000+/year
Graphics support DIY or
purchase/training for
graphics
$200/year
Mix of graphic
designer and paid
service $300-$850/yr
$850 - $5,000/year
23
34. What one blogger can set off
http://embodiedtorah.wordpress.com/2012/07/18/why-my-blind-son-is-
returning-from-camp-ramah-in-canada-a-month-early/
34
35. Response procedures in place
http://www.dansoschin.com/wp-content/uploads/2012/02/Generic-Social-Media-
Assessment.jpg
35
36. “Minimum viable” response preparation and
procedures
• Monitor the interwebs
• Rapid internal communications system in place
• Authorization to respond
• Understanding social media culture by channel
• Response: public (important) & private
• Active social media channels in use for responding: respond
where it starts, & where the conversation is taking place
• Response time: < 24 hours ideally
• Is your organization able to solve the problem or appease?
36
39. Social media policies and guidelines: resources
for you
39
• http://www.idealware.org/smpolicy (workbook)
• http://darimonline.org/smpw (workbook for Jewish orgs)
• http://pinterest.com/askdebra/social-media-policies/
(Pinterest board of resources and sample policies)
• http://www.slideshare.net/SMinOrgs/social-media-policies-
and-more-checklist-guidance (checklist and guidance)
• http://socialmediatoday.com/ralphpaglia/141903/social-
media-employee-policy-examples-over-100-companies-and-
organizations (compilation of >100 policy examples)
45. Wrapping up: Do you have everything in place
to accomplish what you want?
45
Enough dedicated staff time
Staffing structure
Realistic budget
Responsive procedures
Social media policies
Culturally ready to soar
46. I’m always available to answer follow-up
questions!
Email: debra@communityorganizer20.com
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linked.com/in/debraaskanase
Twitter: @askDebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977
Social media examiner survey: 3,813 participants.
The largest group who took the survey work for small businesses of 2-10 employees (34%) followed by the self- employed (21%). Twenty percent of people taking the survey work for businesses with 100 or more employees.
Most participants (57%) were based in the United States. Followed by Canada (9%), United Kingdom (9%) and Australia (5%).