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Social Media Policy

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Betsy Brandes

on 31 January 2012

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Transcript of Social Media Policy

Social Media
Best Practices and
Platforms Overview What is Vanderbilt Doing? How to get started Online Toolkit Application Process Is Social Media a Fad? So Why Social Media? 1/5 of American Internet users use Twitter or other Social Networking Sites (SNS), Pew Internet and American Life Project reported in October. While use skews younger, fastest growing group on Facebook is women ages 55-64. Median age of Social Media users, 38:
on Twitter, 31; on MySpace, 26;
on LinkedIn, 39; on Facebook, 44 – up from 26 in May 2008 What are people doing? They vent and complain

They compliment

They share experiences

They seek advice

They connect What are companies doing? Creating personality

Humanizing company

Company, industry updates

Customer service and service recovery

They connect What is Vanderbilt doing? Purpose
An extension of the VUMC brand

Engage patients in VUMC news and events

Drive website traffic

Participate in the ongoing praises/complaints about VUMC

Service recovery

Facebook – Vanderbilt Health

Twitter - @VUMCHealth

YouTube - VanderbiltHealth Popular Platforms Facebook – online service that connects people and organizations with friends and ‘fans.’

Twitter – micro-blogging and social utility service that allows its users to send and read messages known as tweets, text-based posts of no more than 140 characters. Friedhelm Hillebrand.

LinkedIn – business-oriented online social utility that allows users to strengthen and extend one’s existing network of trusted contacts.

Blogs – online site short for “web log” that allows an individual or group to share a running log of personal insights, writings, events, news and more.

Flickr — photosharing service that allows you to upload photos and share with your network and/or the public

Foursquare — lets your friends know where you are and for you to know where they are. You can also collect points, prizes and "badges" and become the Mayor of any given location.
Q.What is social media?
A. Any tool or service that uses the
internet to facilitate conversations.
—Brian Solis, 2010 Guidelines for Engagement Policy Development Gathered policies from peer institutions and other large corporations.

Participation from representatives of academic enterprise, clinical enterprise, research enterprise, administration and communications.

Goal: give guidelines to support institutional communication goals.

Reviewed by privacy office, legal department, among others, and by several policy committees.

Supports the revised Electronic Communications policy (HR-025) that came out last September. Popular Platforms Guidelines for Engagement Define objectives

Who you are trying to engage?

What behavior or perception do you wish to impact?

Where are the people you want to target?

What are peers, competitors doing?

Who will be responsible for tending the flock? Keys to remember Things to consider Listen, listen, and listen some more

Participation must be helpful and meaningful to the community

Be mindful of “foreverism”

Authenticity, transparency are must-haves

Not one-way marketing TO a “target audience;” two-way conversations and relationships

Less costly than traditional marketing approaches but far from free – lots of time involved Official institutional communications

Online professional or personal activity T Y P E S OF C O M M U N I C A T I O N Official communications refer to those done in VUMC’s name, (e.g. a VanderbiltHealth Facebook page).

May only be authorized through VUMC Marketing, News & Communications, Vanderbilt University School of Medicine and/or Vanderbilt University School of Nursing communications departments.

There must be a link to the Participation Guidelines on all pages/platforms.

Any sites or pages existing without prior authorization will be reviewed when discovered and may be amended or removed. Faculty, staff and students who identify themselves with VUMC and/or use their Vanderbilt email address in social media platforms.

Follow all VU/VUMC policies, general civil behavior guidelines, respect copyrights and disclosures, and do not reveal proprietary financial, intellectual property, patient care or similar sensitive or private content.

Make it clear that you are not speaking for VUMC, and what you say represents your personal views and opinions and not necessarily the views and opinions of VUMC.

By virtue of self identifying as part of VUMC in such a network, faculty/staff/students connect themselves to, and reflect upon, VUMC colleagues, managers and even VUMC patients and donors.

Social Media may not be used in place of HR processes.

If contacted by the media, alert your manager and News & Communications before responding.

Violation of any University policies is inappropriate and may result in disciplinary action.
Observe, monitor conversations related to your interests – find out where like-minded people are in the social media world How do I get started? Ask yourself how you can contribute to the discussion Begin personally, to get a feel for how this works The Application Process Each department will name a Content Owner Fill out application on the Social Media Toolkit website Your application will be reviewed by the appropriate authorizing department (N&C, Marketing, VUSM, VUSN) Content Owners and Moderators Content is current and accurate.

Engage in communications that are acceptable in the VUMC workplace and respect copyrights and disclosures.

Responsible for gaining the expressed consent of all involved parties for the right to distribution or publication of recordings, photos, images, video, text, slideshow presentations, artwork and advertisements whether those rights are purchased or obtained without compensation.

Responsible for constantly monitoring postings and comments to social media sites, and for deleting postings that do not adhere to our policies.

If a comment violates any law or Vanderbilt University Medical Center policy, forward it to the appropriate contact from the list found on the Social Media Toolkit site.

If a comment is a threat of harm to a person or one’s self, contact the VU Police Department immediately.

There must be a link to the Participation Guidelines on all pages/platforms. Resources

Guidelines and best practices


Helpful links


Disclaimers Social Media Toolkit Discuss with your Marketing Manager www.mc.vanderbilt.edu/socialmediatools http://tinyurl.com/vumcpolicy
Full transcript