Rose+Foundation+for+Communities+and+the+Environment+-+group+1


 * Rose Foundation for Communities and the Environment**

Participant Name: Robyn Herr Web Site: http://www.rosefdn.org Email: rherr@rosefdn.org Phone: 510-658-0702 x304

Facebook: http://www.facebook.com/pages/Rose-Foundation/108657505841907 Blog: http://newvoicesarerising.blogspot.com/ - This blog is focused on the work of New Voices. YouTube: Twitter: LinkedIn:
 * Social Media Presences**

June, 2011
 * Facebook Benchmarking**

Fans: 184 Total Posts: 5 Total Comments: 3 Comments per Post: 0.6


 * Wiki Journal (please jot down your "next action" and any high level insights you gained from session or questions you have as you implement your homework)**

//11:00 am PST - 2:00 pm EST// This one-hour session will introduce the program, expectations, and provide time for questions. Group 1A Group 1B Resources and Materials
 * July 29, 2011:** **Orientation**

Our org does great work, but few people know what we do. Facebook will help us share stories widely about our work.

We want to use facebook as a way to connect with our supporters and partners. I would like to see some interaction with the people who like our pages. We get the occasional "like" on a post, but little to now comments. Ways to increase any kind of interaction will be the most helpful.

I also want to have our senior staff participate in social media, or at least have facebook accounts so that they are aware of what is happening on our facebook/twitter pages.

August 4, 2011: How To Create a Facebook culture inside your organization
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

**Resources and Materials**

Reflection:
 * Today's call had a good overview of what to include in policy. I think, since there are two of us working on this project, that we both use the Socialmediapolicytool.com and see what comes up. Then use both versions to create draft policy to present to staff. - We scheduled a staff meeting to talk about a draft policy already: August 24.
 * Was glad to hear that there is a threshold before pages get a lot of interaction. With only 200 users, I sometimes feel like I'm doing it wrong when we have so little interaction on our fan page. I'll definitely start pinging people privately about recent posts to get conversations started. We have a few board members who are very supportive of our facebook activitiy.
 * I liked that the Ford SM guidelines that talk about the internet as a public space, and that this posted are virtually permanent. This is helpful to keep in mind. We don't know everyone that is reading our posts, or who they share that information with. This also is a reminder to be clear in every post we make.
 * Capacity-building issues - we have the go ahead to incorporate social media work into our workflow. The key issue here is time management.

Homework: Social Media Policy
 * Two of us used the PolicyTool.net framework to create draft policies which we have compared and even discussed at the staff level. The generic policy was very business-focused, so several areas didn't necessarily apply, while others did. This includes protecting the privacy of grantees, partners, donors, and the students we work with.
 * We shared our drafts at a staff meeting and got buy-in on the policy, along with some very helpful suggestions. I'd like to include the current draft version here, but I'm not sure how to do that.
 * We'll share the current draft version with our full staff at our meeting on August 31. It may take awhile to get this finalized, as most of our management staff has been out of the office during August.
 * The overarching themes of the policy (heavily borrowed from the Ford example) include:
 * 1) Think Before you Hit Send
 * 2) Your audience is larger than your fans or followers
 * 3) The Internet is forever
 * We also created a sharable internal document listing all of the account passwords and logons so that they can be accessed if someone is sick or no longer employed to ensure continuity with our social media efforts.

We've formulated a draft social media policy based on staff feedback and the Community Foundation of Santa Cruz example. (Thank you! Their policy was much more in line with how we were thinking about using social media.)

** What is Social Media? **  The second generation of Internet technology (or Web 2.0) has led to the rapid growth of social media. It’s created a shift from a “one-to-many” broadcast communication model to a “many-to-many” conversational model of interaction. If we are to be successful in participating in this new media landscape, we must change as well.

Social media is another way to engage donors, prospects, students, grantees, nonprofits partners, the media and the community at large through a variety of tools for engagement. Our use of social media is being developed with the Rose Foundation’s strategic objectives, culture and values.

Social media use is aligned with our Theory of Change in the following ways:
 * Social media is a tool to promote community education, approach problems from multiple levels, increase communication with and among donors, board members, staff and the communities we work in.
 * Social media has the potential to strengthen our grantmaking by allowing us to stay in better contact with grassroots groups.
 * Social media users may be more inclined to interact with us through social media (since it encourages interactivity) rather than our website alone, and may give us access to more disadvantaged or far-flung groups than we currently have.
 * Social media can be fun, valuable, inspiring and we can share good news stories as well as put out calls to action on important environmental and health issues.

Social media tools – including online networking sites (such as Facebook, Twitter, LinkedIn, Flickr, YouTube or Google+), electronic discussion forums, blogs, and wikis – can be incorporated into our work and strengthen our professional relationships. At the same time, social media increasingly blurs the line between the personal and professional and the public and private, and it is less controllable than Rose’s traditional communication tools.

** Summary ** The policy below reflects the following key themes:
 * Think before you hit send.
 * Your audience is larger than your fans or followers.
 * Be aware that the Internet is a public space, and what you say online is permanent.

** Setting up Social Media ** Assistance in setting up social media accounts and their settings can be obtained from New Voices' Program Associate and/or Rose Foundation’s Development and Communications Coordinator. Your profile on social media sites should be consistent with your profile on the Rose Foundation website or other Rose Foundation publications. Profile information may be obtained from the Program Associate and Development and Communications Coordinator. Official Rose Foundation photographs must be used for your profile photograph. Rose Foundation photographs can be obtained from Internal computers.

** Using Social Media ** We expect staff to exercise personal responsibility and respect the following principles: > > > > > > > >
 * 1) ** Know and follow all applicable organizational policies. ** Always adhere to the Rose Foundation’s mission and our core values as described in our Theory of Change. In using social media, you may encounter scenarios addressed within our personnel policies. Be mindful of this as we are all accountable for compliance with all existing policies.
 * 1) ** Strike the right balance between personal and professional. ** This will depend on your comfort level, and it will be different for every person. If you identify yourself as an employee of the Rose Foundation, be sure your profile and content are consistent with how you wish to present yourself to donors, grantees, students, colleagues and our board. If you wish to maintain a barrier between your personal and professional lives, you can establish separate online profiles or restrict profile content with customized privacy settings.
 * 1) ** Do we keep this section?Disclose. **** ?? ** Unless you are authorized to speak on behalf of Rose, make it clear that you are speaking for yourself. Make sure to identify yourself with your name and role in your profile or comments. If you post or comment on social media sites related to our work at the Rose Foundation (or plan to), please add this to your profile: “The postings I make are my own and don’t represent the Rose Foundation’s positions, strategies, or opinions.”) - we are still working on this one.
 * 1) ** Protect confidentiality and proprietary information related to the Foundation, our donors, our students, our nonprofit grantees and applicants, and our relationships with other stakeholders. ** Regarding donors and funder information, our privacy policy is in effect. Ask permission to report on conversations, decisions, or events that might be considered private or internal to the Rose Foundation. Do not discuss internal information that has not been made public. This includes such things as unpublished details about upcoming programs or projects not yet finalized, new grantmaking programs, or other items still in the negotiating stage. If you are unsure if something is confidential or not, talk to the Executive Director or Managing Director for guidance.
 * 1) ** Media Contacts. ** If you are contacted by a member of the media, refer that person to the Executive Director, or New Voices Program Director.
 * 1) ** Own your own content. ** You are responsible for what you publish. Write about what you know. If you make a mistake, admit and correct it. Be mindful that what you publish/post will be public for a very long time; and on the internet, personal does not mean private.
 * 1) ** Be thoughtful. ** If something give you pause, pause. If you are uncertain about discussing a work-related topic, talk it over with your manager, or the Executive Director. Social media is a conversation, but avoid unproductive or unnecessary arguments. Respect your audience. Remember, think before you send.
 * 1) ** Stay timely. ** Part of the appeal of social media is that conversations occur in real time. So if you are going to participate in an active way, make sure that you are willing to take the time to refresh content, respond to questions and update information regularly, and correct information when appropriate.
 * 1) ** Don’t let social networking interfere with your job responsibilities. ** The use of social media can enhance and strengthen your work. And like other resources available through the Internet, it can become a distraction. Think of ways to incorporate social media into your daily work flow.

** Social Media Tips ** The following tips are not mandatory, but will contribute to successful use of social media.
 * The best way to be interesting, stay out of trouble, and have fun is to write about what you know. There is a good chance of being embarrassed by a real expert, or of being boring if you write about topics you are not knowledgeable about.
 * Quality matters. Use a spell-checker. If you're not design-oriented, ask someone who is whether your blog looks decent, and take their advice on how to improve it.
 * The speed of being able to publish your thoughts is both a great feature and a great downfall of social media. The time to edit or reflect must be self-imposed. If in doubt over a post, or if something does not feel right, either let it sit and look at it again before publishing it, or ask someone else to look at it first.
 * Use personal language – “our” and “we” instead of “The Foundation”.
 * If the Rose Foundation website pages are updated, remember to share that information on twitter and facebook. It helps keep our supporters current with our work.

Tips specifically for organization and program accounts (i.e. Rose Foundation and New Voices, plus any new program accounts that are created).
 * A minimum of 2 administrators are required for each organization or program facebook account.
 * Organization passwords should be listed in the password document on the shared folder, under Social Media. This allows for access when admins are either away from the office or no longer employed at the Rose Foundation.

August 26, 2011: SMART objectives and measurement strategy **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

SMART Objectives for Rose Foundation Facebook fan page.


 * 1) Increase facebook fans to 500 by June 30, 2012. As of September 20, 2011, the page has 235 fans.
 * This will be done through once/twice weekly postings on topics of interest, as well as by highlighting facebook page link on monthly e-newsletters.
 * 1) Increase quarterly website traffic/referrals from the facebook channel by 20% by June 30, 2012. (This is a combined metric between our 2 facebook pages, since all of the content resides on rosefdn.org.)
 * Based on Google Analytics, current quarterly referrals are 44 visits, 72% are new visits.
 * We would like to see visitors to our website donation page coming from our facebook page. But because we do not currently have any benchmarks for this, it is combined with the website referrals objective.
 * We will conduct a facebook campaign as part of our end-of-year annual giving campaign, and also include regular posts about donating to the Rose Foundation.
 * 1) Increase fan interaction by June 30, 2012, i.e. average at least 2 likes per post, and one comment per post.
 * According to Facebook Insights, our current interaction level averages less than 1 type of interaction per post, and our highest interaction level is 1.27%.

September 23, 2011: Recruitment and Engagement **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

October 28, 2011: Content Strategy **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

November 18, 2011: Brand Ambassadors **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST'//**

December 16, 2011: Learning from Measurement **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

January 6, 2011: Learning Culmination** //Group 1A: 11:00 am PST - 2:00 pm EST// //Group 1B: 1:00 pm PST - 4:00 pm EST// Resources and Materials