DEVELOPING EFFECTIVE SOCIAL MEDIA POLICIES
Creating an effective set of social media conduct guidelines demands that we listen to users, resolve conflicting needs and remain both open and engaged with internal and external communities.
Defining and developing guidelines and policies as it relates to the development of an organic social media code is critical for Special Olympics Ontario as the social media presence increases dramatically on social media sites such as Facebook, Twitter and YouTube. Finding and implementing a balanced set of guidelines that addresses employees’ private online communication can be challenging and walks a tightrope between freedom of speech versus enforcing the norms of professional conduct.
Communities have the power to make the world a better place. We know this, because we see it happen every day through the work of over 7,000 registered volunteers.
Special Olympics Ontario embraces the fact that today’s communities do not only exist in the physical world, but also online. Special Olympics Ontario recognizes the wide reach that online communications can have – both positively and negatively. It encourages all staff to use new and social media responsibly to communicate about topics within their areas of expertise, as long as this doesn’t interfere with their primary duties or the security and integrity of Special Olympics Ontario’s IT systems.
While communication on behalf of the organization is the primary responsibility of the communications/marketing department, the Directors and Officers of the Incorporation recognizes that other staff members can also further the organization’s goals by using social media networks. These guidelines are designed to provide helpful, practical advice as well as protecting Special Olympics Ontario Inc.
Who are these guidelines for?
If you are using social media tools such as Facebook, Twitter, Flickr or YouTube, if you have your own blog or if you are posting comments on other people’s blogs, then these guidelines are for you.
There are a number of questions that can be asked that may assist Special Olympics Ontario in defining appropriate guidelines surrounding social media policies:
- Who is to speak “officially” about our organization and about which topics?
- Who are the individuals that can promptly grant permission to discuss new initiatives, program trends and what we can share?
- What’s the process for responding to legitimate (and illegitimate) online criticisms of our organization?
- What can we do to prevent (or survive) a Twitterstorm or any social media crisis?
- How can individuals “authentically engage in the conversation” without speaking for Special Olympics Ontario?
- What direction or advice should we offer about people’s conduct on personal pages after (and, sometimes during) business hours?
These are just a few questions that require clear and definitive answers that may also assist Special Olympics Ontario in defining and approving and appropriate set of social media guidelines. Outlined below are a few suggested guidelines that should be considered as we move towards the formal implementation of guidelines for public/official communication.
Social Media Guidelines:
1. Social sites are public. Your messages on the social web can be read by anyone. You are searchable and what you say can spread and stays online forever. Use common sense. Presume that even if you don’t identify yourself as a Special Olympics Ontario employee on a particular site, the vast and growing repository of data on the web will make you identifiable to outside parties as such.
Ask yourself: Would I be comfortable with my mother, my boss, or our CEO reading this message?
2. If you identify yourself, be professional. If you choose to include Special Olympics Ontario as your employer in your bio or profile on a social site, conduct yourself professionally there. Be transparent and identify yourself clearly as an employee of Special Olympics Ontario in any business-related discussions.
Ask yourself: Am I misrepresenting myself and/or Special Olympics Ontario?
3. Embrace your personality. Be yourself and feel free to say what is on your mind, but do so respectfully. Connect with colleagues and engage with the public relations community. Provide value, share content, ask questions, and participate in industry conversations.
Ask yourself: Am I contributing to the conversation in an engaging, interesting and productive manner?
4. Be nice. Don’t vent, bash or poke fun at people, businesses, companies, brands, competitors, or geographical locations. Do feel free to ask questions and share your opinion in a respectful manner. Think before posting and when in doubt, don’t hit “Send.”
Ask yourself: Will this message offend anyone, especially a Special Olympics stakeholder?
5. Be the first to respond to your own mistakes. If you make an error, be up front about your mistake and correct it quickly.
Ask yourself: Have I been honest about and apologized for my error?
6. Protect confidential and proprietary information. Social computing blurs many of the traditional boundaries between internal and external communications. Be mindful of the difference.
Ask yourself: Am I sharing information that is potentially proprietary, a trade secret, or sensitive business practice or strategy?
7. Don’t forget your day job. Make sure that your online activities do not interfere with your job.
Ask yourself: If I’m using work time for a discussion via social technologies, is this discussion in keeping with the performance of my job duties?
These suggested guidelines, like social media itself remain dynamic. New norms, standards and best practices will continue to emerge as we move forward with the utilization and implementation of social media to enhance public awareness and branding of Special Olympics Ontario.
Other general rules and obligations:
- Observe neutrality: Don’t get involved with political initiatives – do not publicly express any opinions on events connected with political affairs or engage in political activities that could reflect adversely on the impartiality, neutrality or independence of Special Olympics Ontario, i.e. public support of a political party.
- Protect your own privacy: Many web sites allow you some form of control over who can see your materials. Use the following features – example: On Facebook you can control your privacy settings under “Settings > Privacy Settings > Profile. We recommend that you set all of these settings except for “Profile” and “Basic Info” to “Only Friends”.
- Use your best judgement: If you are about to publish something that makes you even the slightest bit uncomfortable, let it sit for a few more hours or a day and think again whether this is what you want to say. If it still makes you feel uncomfortable and it is related to Special Olympics Ontario, ask your manager for advice.
- Keep security in mind: Be particularly careful with what you are discussing online. Never post personal details such as home address of yourself or colleagues. Bear in mind that personal details of staff members can be security sensitive – this includes their names and pictures. To guard against burglaries, do not post information on when you are travelling or away on vacation.
- Use of Special Olympics Ontario logo: You cannot use the Special Olympics Ontario logo as any part of your blog or social media profile. If you have any questions on this matter, please contact Special Olympics Ontario directly.
- Stay focused on your job: While Special Olympics Ontario encourages the use of social media and online communities for business purposes and recognizes that these can be valuable resources, keep in mind that you were not hired to spend time on Flickr and YouTube for private matters. Make sure that your online activities don’t interfere with your job.
- Keep your manager in the loop: Special Olympics Ontario requires that you obtain permission before publishing anything related to your function or assignment. This also applies to blogs and similar online publications. To avoid problems, discuss your work-related social media activities with your manager.
- Observe IT security rules: Don’t download or install software that you find through social networks on your work computer.
- Respect privacy: Respect people’s right to privacy and don’t take photos or videos without their permission. Even if you take photos or videos for personal use only, make sure that you respect the dignity of the people portrayed. If in doubt, don’t post a photo or video. It is your job to protect vulnerable people, not to exploit them. Focus on positive images.