Understanding, Improving, and Evaluating Social Media Practices in the CAC Movement Cerina Marlar, LCSW, CDVP Outreach Coordinator Midwest Regional Children’s Advocacy Center

Overview Develop a better understanding of National Social Media practices across non-profit organizations   Develop a better understanding of National Social Media practices provided by CAC’s. Acquire knowledge and resources on best practices for top three social media tools (revealed by 2012 Survey), as well as information related to evaluating social media efforts on those three tools.

Who am I? Midwest Girl! Grew up in Wisconsin, College in MN, Child Welfare in Wisconsin, Masters in Chicago, back to Minnesota Oldest of 3 girls, yes my Dad survived, I am the quite and shy one… Began my career in DV, passionate about Children’s Exposure to Violence, DV, etc My special talent is Saved by the Bell Trivia…

History of Social Media Overview Social Media and Nonprofits Agenda History of Social Media Overview Social Media and Nonprofits MRCAC Survey Results Guidelines and Best Practices for CAC’s + Social Media Evaluating the effectiveness of social media Resources

History of Social Media 1991 World Wide Web 1994 Geocites founded. Users create their own websites categorized by one of 6 ‘cities’ 1997 AOL Instant Message is launched 2001 Wikipedia, a free encyclopedia that anyone can edit, launches Stumble Upon, a website that recommends web content to its users, begins ADD 1 more YEAR Example Stumble Upon, a website that recommends web content to its users, begins

History of Social Media 2003 Friendster, MySpace, Classmates.com, LinkedIn begin. 2004 Facebook launches from Harvard, expands to other universities. Reaches 100 million members in 1st year. 2005-2006 You Tube, a video sharing website, goes live Twitter begins 2007 IPhone takes Social Media mobile LinkedIn strives to be known as a business-related social networking site used by professionals from its inception

Video: Social Media Revolution

Scalable: Social media is not bound by physical limits to growth. What is Social Media Technology: Social media relies upon a technological platform (the Internet). Scalable: Social media is not bound by physical limits to growth. Accessible: Social media has low barriers to entry. Whilst there may not be a clearly defined and commonly agreed upon definition of what constitutes social media, there are strategies that can be employed to leverage social media. In employing social media, play close attention to the three features that are closely tied to social media:

The Social Media Landscape

Social Media and Nonprofits It is the quickest and easiest way to keep up with friends, family, and colleagues We also use it to connect to causes, share photos, drum up business, and learn about fun events. Non profits can now focus their social efforts to drive awareness, share their story, cultivate donor relationships and open up two-way communication with advocates in ways never before possible. Print media has lost it’s appeal It’s expensive, only reaches limited audience Email Marketing is not as effective as social media sites.

How are CACs using Social Media? Midwest Regional CAC Social Media Survey, 2012

Methodology Survey distributed online to 750 CACs and Chapters 46 Questions about Social Media practices Respondents were given 2 weeks to complete the survey, deadline was extended for 1 additional week! 346 respondents completed the survey; a little over half of the Center’s contacted.

Regional Representation Demographics Geographic Location Regional Representation

Demographics Accreditation Status % Respondents Accredited 78% Associate 20% Affiliate 1% Developing/MDT

How many CAC’s use Social Media?

CAC’s Not Using Social Media Not enough resources Privacy and Confidentiality concerns Not enough understanding of the technology 84% agreed “We are concerned about privacy issues relating to the use of social media in our work.” The most common reasons were: Not enough resources Privacy/confidentiality concerns Not enough understanding of social media/how to use it Privacy concerns played a large factor in many CACs decision to forgo social media, with 84.3% agreeing with this statement; In comparison, 55.6% of CACs using social media agreed with that statement. Do Non-Users Plan to Use Social Media in the Future? 45% Yes, 55% No

Length of Time on Social Media Less than 2%

CACs and Social Media? “other” uses for social media, which included volunteer recruitment, legislative work, and job announcements

Social Media tools and CAC’s

Who is managing Social Media? 57% Internally by the executive director and/or leadership staff 27% Internally by other program staff 16 % communications and/or marketing staff. 2% hired an outside company. Some CACs shared the social media responsibility among multiple departments (11%), while others used interns to manage social media (6%).

Trend Highlights-Clients 88% of CACs allow clients to ‘like’ their page. 71% of CACs allow clients to post comments and ‘like’ items 79% of those that do allow clients to post have not encountered any issues Most common negative issue encountered was a client or parent thanking the CAC and/or mentioning case-specific details. CACs reported that they deleted the post and messaged them privately about the matter. Most commonly, organizations shared that the issue they encountered was a client or parent thanking them and/or mentioning case-specific details on their page. CACs reported that they deleted the post and messaged them privately about the matter. Rarely, CACs reported the issue they encountered was a negative comment on their page. Two key themes surface behind the decision not to allow clients to like, post, comment on CAC social media: “We have explained to clients that it would be best for them not to friend us on Facebook, since it could make it easy for an offender to find their personal information. However, it is up to their discretion.” “Time constrains do not permit us to monitor our site consistently enough to filter out negative responses.”

Trend Highlights-Budget 84% of respondents budgeted $0 for social media As the budget increased, the average length of time using social media also increased. Organizations with budgets less than $500,000 were twice as likely to have less experience with social media. In regards to the budget; in the vast majority of respondents did not take staff time used on social media into consideration “other” uses for social media, which included volunteer recruitment, legislative work, and job announcements

Trend Highlights-Policies 83% reported that their CAC did not have an external or internal policy regulating how social media is used 18% reported having a “Social Media Plan” 6% have written goals and objectives related to social media 35% evaluate their social media efforts. Many CAC’s plan or are in the process of creating a social media plan. CACs with larger budgets were much more likely to evaluate their efforts.

Examples of CAC’s using Social Media

Survey Results “The need for increased community awareness regarding child abuse, specifically CSA dictates that every opportunity be utilized to engage as many people to recognize the signs and know how to be part of the solution that mitigates the trauma endured. Any medium or forum that allows any organization or person or government agency to improve the community response to this horrific malady that effects us all, has a moral and ethical responsibility as well as a professional obligation to bridge the gaps and educate the public. In silence, abuse is its strongest. People need to understand that children DESERVE TO BE HEARD, SEEN and BELIEVED. “ Connecting with other like-minded groups using social media, too, has allowed us to understand alternative ways of introducing topics.”

Survey Results “Together, we stand better poised to impart positive change to the lives of vulnerable children who are at risk or have, sadly been abused. Sharing vital information that our colleagues have gleaned and promoting best practices for prevention and intervention is paramount, and social media is a convenient and easy forum for which this can occur -- and, what's more, it's far reaching, and that matters.”

Survey Conclusions Many CACs are currently using social media successfully without issue Finds suggest that CACs need to develop more structure around their social media use in terms of defining goals/objectives, developing a social media plan, and a staff-use policy for social media. A deeper look into how CACs evaluate their social media efforts reveals superficial evaluation primarily looking at statistics provided by the social media tool such as comments, likes, and insights. This suggests that CACs would benefit from more insight into how best to evaluate their social media efforts. Additional information is need on the benefits and pitfalls of social media, as well as, its potential impact so that CACs can learn what to do and what not to do to ensure continues success.

Guidelines and Best Practices for CAC’s and Social Media

Create a Social Media Plan P=People Who are you trying to engage? 0= Objectives What are you trying to achieve S= Strategies What will it look like when you’re done T= Technologies What are the tools you place to use? *From Charlene Li and Josh Bernoff’s book Groundswell: Winning in a World Transformed by Social Technologies Access from *http://www.slideshare.net/chadnorman/50-social-media-tactics-to-help-nonprofits-meet-their-mission on 09/14/2013

If a client likes or follows your page, will you remove them? External Guidelines If a client likes or follows your page, will you remove them? What sort of information will you allow people to post? How will you handle issues that may arise? Who will monitor your social media page/s? Determine relevant social media policies for to address any potential issues before they arise.

Internal Guidelines Have separate staff and organizational accounts. Your staff should not tweet “going out to lunch” or “watching Avengers tonight” on your CAC twitter account Staff should not associate with clients or those involved with their cases outside of work. It should be clear that staff actions represent the organization. It should be clear when they are speaking on behalf of the CAC and when they are not. Most, importantly, you should sit down with staff and review your social media policy. Basic Components of a social media policy include: Not only is it important to consider how your organization will handle external concerns it is equally important to consider incorporating an internal socail media policy that outlines how staff should be using social media as it relates to your work. If you don’t have one, you should create one stat!!! Have separate staff and organizational accounts. Your staff should not tweet “going out to lunch” or “watching Avengers tonight” on your CAC twitter account Staff should not associate with clients or those involved with their cases outside of work. It should be clear that staff actions represent the organization. It should be clear when they are speaking on behalf of the CAC and when they are not. Most, importantly, you should sit down with staff and review your social media policy.

Social Media Guidelines Reflect your brand on your Social Media Tools Which logos and or image are you using? Think about the images associated with your page Monitor who and what people post on your page It is easily recognizable of your brand? Can a user connect your website branding to your social media branding?

Do you want this? Smoking Drinking

Or this? Thanking Volunteers Accepting Donations

Social Media Guidelines Social Media is meant create Social interactions amongst like minded individuals. Be an active participant! Post updates regularly and talk back How does it benefit your constituents? (local news, politics, events, etc)  Ask yourself new or current information is available   Ask staff, board members and volunteers to participate Post powerful stats, inspirational quotes, success stories www.diosacommunications.com/facebookpractices.htm

Social Media Guidelines Grow a Community Join in on conversations, share content, and Connect with Like-Minded Organizations Safe Start, National Sexual Violence Research Center, NEARI Exchange professional resources like newsletters, reports, and research. Open your page by allowing fans, friends, etc to post on wall updates, photos, videos, and discussions

Social Media Guidelines Promote Events Local CAC Conferences, Fundraisers, MDT Events Feature staff from CAC’s. Start a contest…with a minimal prize Example: Who can name all the CAC’s in California? First correct answer gets…(t-shirt, free registration to a training, etc) Thank volunteers, donors, partner organization

Over or Under Committing to Social Media Social Media Pitfalls Over or Under Committing to Social Media Posting your personal opinion and/or politically controversial items. Letting just anyone manage your page (does the intern understand the strategic direction of your brand) Starting a page, neglecting it, giving up 

Evaluating Social Media If you don’t know where you are going, you won’t know if you got there! Define outcomes for social media Determine the outcomes (not outputs) What does having ‘500 likes do for your CAC or your Clients? Identify evaluation tools Analyze and adapt What type of posts attract the most attention? How are people being referred to your website or hearing about your event? Track referrals (especially for fundraising). Describe the outcomes for your organization Determine the outcomes (not outputs) What does having 500 “like” do for the organization? Identify evaluation tools Analyze and adapt

Social Media Use by Children’s Advocacy Centers Survey Report Resources Social Media Use by Children’s Advocacy Centers Survey Report Social Media 101 & Guidelines for Children’s Advocacy Centers http://www.mrcac.org/resources/resource-library/

References Cici, K.,(2011, February 15). Social Media Evaluation A Survey of Minnesota Non-profit Organizations. Retrieved from http://www.minnesotanonprofits.org/research/Nonprofit_Social_Media_Survey_Report.pdf Steele, R., McLetchie, S., Lindquist, C., (2010, October 26). Getting Social Media Right- A Short Guide for Nonprofit Organizations. Retrieved from http://www.bridgespan.org/getting-nonprofit-social-media-right.aspx NTEN, Common Knowledge, Blackbaud., (2012) 4th Annual Nonprofit Social Network Benchmark Report. Retrieved from http://nonprofitsocialnetworksurvey.com/files/2012-Nonprofit-Social-Networking-Benchmark-Rpt.pdf

Midwest Regional Children’s Advocacy Center Contact Information Cerina Marlar, LCSW Outreach Coordinator Midwest Regional Children’s Advocacy Center Cerina.marlar@childrensmn.org