Draft Social MediaPolicy Record No: 16/10814 Adopted: Enter Adoption Date
Document Title
Date
Council
Draft Social Media Policy
Adopted Adoption Date Council Resolution No Enter Resolution No Version Number 3 Responsible Department Communication & Engagement
to be Reviewed 1 September 2023
Federation Council - Draft Social Media Policy Reference: 16/10814Version No: 3Page 2
Federation Council - Draft Social Media Policy Reference: 16/10814Version No: 3Page 3 Table of Contents 16.Reviews..............................................................................................................................................................1115.Policy14.Grievances.........................................................................................................................................................1113.Records12.Privacy...............................................................................................................................................................1111.Defamation........................................................................................................................................................1010.Personal9.Social8.Roles7.References6.Definitions...........................................................................................................................................................65.Scope...................................................................................................................................................................64.Content3.Social2.Background..........................................................................................................................................................41.Purpose................................................................................................................................................................4Media–OpportunitiesandChallenges.....................................................................................................5oftheSocialMediaPolicy......................................................................................................................6&AssociatedDocument...................................................................................................................77.1RelevantLegislation:.................................................................................................................................77.2RelevantCouncilPolicies:..........................................................................................................................7andResponsibilities...................................................................................................................................78.1Authorisedsocialmediaofficers...............................................................................................................7MediaManagementProcedures...............................................................................................................89.1Content......................................................................................................................................................89.2Contentdevelopment...............................................................................................................................99.3UseofSocialMediaduringemergencies..................................................................................................99.4Inappropriatecontentorbehaviour.........................................................................................................99.5Customerrequestsandcomplaints...........................................................................................................9UseofSocialMedia............................................................................................................................10Management.......................................................................................................................................11History.....................................................................................................................................................11
Social media provides a platform for increasing Council’s engagement with the community. Benefits of social media include immediacy, convenience and the ability to reach a large cross section of people with relative
1.Purpose
Toease.support
2.Background
Social media utilisation influences community perceptions, informs residents of Council’s activities and applies a level of scrutiny to Council’s functions. Consistent with the principles of good governance, it is important that Council has clear standards and guidelines in place which outline the appropriate use social media channels by the Mayor, Councillors & staff.
Council's use of social media and ensure that it remains a tool which compliments traditional communication channels and fosters two-way communication between Council and the community, Council’s Social Media Policy was developed in 2016.
This Social Media Policy 2022 also ensures compliance with legislation and the Councillor Code of Conduct.
Communicating with or via the media including social media plays a large role in Council’s interaction with the community. All social media interaction is undertaken broadly to enhance Federation Council’s offerings and engage with residents and local businesses.
Federation Council - Draft Social Media Policy Reference: 16/10814Version No: 3Page 4
Federation Council recognises the importance of providing information to the community relating to Council activities, programs, events, services and initiatives.
•Tovisitors;clearly identify the roles and responsibilities of Councillors, Council staff and volunteers in respect to their use of social media; and
•To support a proactive approach to Council's communication and engagement activities.
The key objectives of this policy are:
•To ensure the effective utilisation of social media channels to communicate with residents and
Social media can be broadly defined as online platforms and applications - such as social networking sites, wikis, blogs, microblogs, video and audio sharing sites, and message boards - that allow people to easily publish, share and discuss content. Significantly, one of social media’s key features is its unprecedented reach and accessibility, in that anyone with a computer or mobile device can use social media to generate content which has the potential to be viewed and shared by hundreds of millions of people worldwide.
• organisations can be held liable for content uploaded onto their social media platforms by third parties;
• maintaining the accuracy, reliability and integrity of information disseminated from multiple sources;
Despite its obvious benefits, social media also presents a variety challenges and risks. These include:
In addition, potential corruption risks may arise due to social media use. These include:
• using social media for sponsorship opportunities, which may unfairly advantage one sponsor over another and lack transparency; and
Social media is at the heart of modern communication. Since its inception, social media has grown in popularity and influence and is now fundamental to not just how people interact with one another, but also to how we work, play and consume information and ideas.
• public officials disclosing confidential or sensitive information;
3.Social Media – Opportunities and Challenges
• rapid innovation can make it difficult to keep pace with emerging technologies and trends.
• content uploaded in a person’s private capacity can adversely affect their employment and cause significant reputational damage to colleagues and employers; and
• public agencies or officials promoting certain businesses by behaviours such as ‘following’ them, ‘liking’ content, or making comments, which may result in those businesses being favoured over others.
• the emergence of new, harmful forms of behaviour, such as cyber-bullying and trolling;
Federation Council - Draft Social Media Policy Reference: 16/10814Version No: 3Page 5
• customers, development proponents / objectors, tenderers, or other stakeholders grooming public officials by behaviours such as ‘liking’ specific posts, reposting content, or sending personal or private messages;
These principles, should underpin every aspect of a council’s social media activity and all councils and council officials should commit to upholding them.
Social Media - A collection of internet based tools that facilitate conversations. Social media can take many forms,
• Openness
•Video and photosharing (YouTube, Flickr, Instagram).
•Vodcasts and Podcasts.
At the heart of this Social Media Policy are the four ‘Principles’ of social media engagement. These are:
4.Content of the Social Media Policy
• Respect
•Micro-blogging•Blogs. (Twitter).
•Wikis (Wikipedia, wikispaces).
The following definitions are provided for the purpose of this policy.
6.Definitions
Communication & Engagement team - This team includes the General Manager, Manager of Communication and Engagement, Digital Communications Officer & Communications and Marketing Officer.
This policy applies to all Councillors, Council staff, Section 355 committee members and Council volunteers when engaging in the use of social media. This Policy applies to any social digital space where people may comment, contribute, create, forward, post, upload and share content. This policy is to be read together with the Federation Council Code of Conduct. The Communication and Engagement team is responsible for managing social media engagement on behalf of Federation Council.
•Forums, discussion boards and groups (Google groups, hangout).
•Instant messaging and chat services.
• Accuracy
Reference: 16/10814Version No: 3Page 6
Officer of the Council - All staff (including volunteers, contractors, casual and part time employees), Mayor and Councillors.
•Socialincluding; networking sites (such as Facebook and LinkedIn, Google+).
5.Scope
Federation Council - Draft Social Media Policy
• Relevance
8.1Authorised social media officers
Communication & Engagement Team
Mayor or Councillors
Visitor Information Centre staff & Tourism Coordinator
In their role, Councillors may choose to engage with the Federation Council community through various forums including social media. Councillors have the responsibility to ensure that their use of social media is appropriate.
Council staff
7.1Relevant Legislation:
8.Roles and Responsibilities
This policy does not apply to the personal use of social media when no reference or inference is made to Federation Council. However, staff must ensure their personal comments cannot be seen as an official comment of StaffCouncil.should not respond in an official capacity to comments or questions raised on Council's social media accounts.
The Communication & Engagement team is responsible for the management of Council's social media activities in accordance with the relevant guidelines developed for each platform.
The obligations of Councillors with respect to their presence on social media, whether made in a personal capacity or in their capacity as a Councillor, must be factual and lawful, including avoiding infringement of copyright, privacy, defamation or harassment laws.
7.2Relevant Council Policies:
All Council staff (including volunteers, contractors, casual and part time employees) are required to comply with this policy and related Council policies and legislation.
The Communication & Engagement team will support staff who wish to promote their activities, services, programs or events to the community through social media.
•Defamation Act 2005 •Privacy and Personal Information Protection Act 1988
The Visitor Information Centre staff are responsible for the management of all tourism social media accounts, however must adhere to the relevant guidelines developed for each platform.
Federation Council - Draft Social Media Policy Reference: 16/10814Version No: 3Page 7 7.References & Associated Document
•Code of •Delegations•BusinessConductEthicsPolicyofAuthority Policy •Computer Internet Use Policy •Media Policy and Protocols
Official officers -Managerinclude:Communication & Engagement -Digital Communications Officer
• outcomes of Council meetings and decisions.
• public notices.
• to promote individual businesses.
Federation Council - Draft Social Media Policy Reference: 16/10814Version No: 3Page 8
A Mayor or Councillor should not respond in an official capacity to comments or questions raised on Council's social media accounts.
Only authorised social media officers may post content or comment on behalf of Federation Council via official social media platforms.
• construction works, including notifications when these works would impact on residents.
• community meetings and opportunities to provide input into decision making processes.
• emergency alerts and information.
Social media accounts will be used to communicate the following;
Councillors must clearly identify their comments do not represent the official position of Council.
Council's social media accounts can be utilised by all departments within the organisation to inform the community about the activities of Council.
• council events and programs.
They will not be used;
On all social media accounts, personal and Councillor-branded, Councillors must include in the header or other prominent place a statement that confirms they are providing their own individual comment and are not speaking on behalf of Federation Council. The same statement must be included in each individual post to their Councillor branded social media pages. When commenting on other social media pages, including groups, Councillors must make it clear they are expressing their own individual view.
Councillors who choose to activate a Councillor social media account must inform the Mayor and General Manager of their decision, and provide a URL link to the page/pages, along with a written statement (email or hard copy) pledging their commitment to administering their social media page in line with all relevant codes and policies during their time in office.
• to lodge customer requests or complaints.
Councillors are responsible for ensuring that any information or response they provide is accurate and consistent with Council decisions, legislation and policies. Councillors must only share information that is already publicly available.
• to post general community information not related to the activities of the Council.
9.1Content
• tourism inspiration content.
9.Social Media Management Procedures
• A call to action should be provided for each post.
9.4Inappropriate content or behaviour
9.5Customer requests and complaints
9.2Content development
• The responsible officer providing information is required to ensure that the relevant Supervisor, Manager or Director is aware of their intention to utilise social media to communicate information relevant to the department.
Federation Council - Draft Social Media Policy Reference: 16/10814Version No: 3Page 9
• The Communication and Engagement team will provide the responsible officer with a summary of the interactions that result from the post. This summary must be filed in accordance with Council's record management practices.
• includes advertising materials or any content that sells any good or services, any surveys, contents, chain letters, spam or other unsolicited commercial messages.
Council’s social media accounts are not considered a primary method of contact and as such, should not be used to lodge customer requests or complaints.
• Social media posts will be approved by the Digital Communications Officer, in conjunction with the Manager Communication and Engagement and/or General Manager as required. This will depend on the nature of the post and the content.
• is defamatory towards a member of staff, Mayor Councillor, individual or group within the community.
9.3Use of Social Media during emergencies
• is potentially unlawful or violates the intellectual property right of another.
• includes language or remarks that are racist, sexist, abusive, obscene or otherwise offensive.
• The information required to be communicated should be drafted by the responsible officer and provided to the Communication and Engagement team where possible, five working days in advance of the required release date.
• contains information that is inaccurate, deceptive or misleading.
Council reserves the right to remove inappropriate material and block users who breach any of the above guidelines.
During emergencies, such as natural disasters or public health incidents, Council’s Manager of Communication & Engagement, in conjunction with the General Manager will be responsible for the management of content on the Council’s social media platforms.
This is to ensure consistent messaging both during and after an emergency. Authorized users and council officials must not upload content onto the Council’s or their own social media platforms which contradicts advice issued by the agency coordinating the emergency response, or agencies supporting recovery efforts.
Federation Council will not permit content on its social media accounts that;
Federation Council - Draft Social Media Policy Reference: 16/10814Version No: 3Page 10
Personal use of social media during work hours should be kept to a minimum and should never interfere with the performance of duties.
• Not disclose confidential information relevant to their role.
Generally, when using social media staff should:
• Email council@federationcouncil.nsw.gov.au
• Lodge a request or issue online via Council’s website
• Not post defamatory, disrespectful or deliberately misleading comments.
Council will apply a 'no tolerance' approach to material that is defamatory.
Failure to adhere to Councils Code of Conduct and Computer Users Policy may result in disciplinary action. Please refer to these policies separately for further guidelines.
An officer of the Council should at all times be aware that their personal use of social media and comments made regarding Council and the community are connected to the organisation and can be perceived as an official comment of Council. Council's Code of Conduct applies to the use of Social Media.
11.Defamation
10.Personal Use of Social Media
Council staff, Mayor, Councillors and users (including the public) of Federation Council social media channels should be aware of defamation laws when commenting in social media.
• Call Council on (02) 6033 8999.
As a guide, under Defamation Act 2005, published material that identifies a person (not necessarily by name) and meets any of the below criteria may be considered defamatory:
• Act lawfully.
To ensure that customer requests or complaints are lodged and actioned appropriately in accordance with Council's Customer Service Charter, social media accounts will stipulate the following methods for lodging customer requests or complaints:
Customer requests or complaints detailed on Council's social media accounts will not be actioned.
• Take measures to ensure personal comments are not perceived as official comments.
1.Exposes a person to ridicule, or 2.Lowers the person’s reputation in the eyes of members of the community, or 3.Causes people to shun or avoid the person, or 4.Injures the person’s professional reputation.
Officers should be mindful that their personal use of social media can be associated with their employment at Council and as such, can impact on the image and reputation of the organisation.
Councillors and staff are advised to notify the Communication and Engagement Team if they become aware of any inappropriate use of social media.
Version 3 1 September 2022
12.Privacy
Council’s Privacy Management Plan applies to the use of social media. Please refer to this document separately for further guidelines.
15.Policy History Date Changes / Amendments
NOTE: This is a controlled document. If you are reading a printed copy please check that you have the latest version by checking it on Councils Electronic Document system. Printed or downloaded versions of this document are uncontrolled.
14.Grievances
Federation Council - Draft Social Media Policy Reference: 16/10814Version No: 3Page 11
13.Records Management
Council is subscribed to a social media management tool that records all social media posts and activities. Each department is provided with a specific governance report once a month, and it is the individual departments responsibility to ensure this is recorded in Council’s record management system.
This policy will be reviewed on an annual basis or as deemed necessary by Council, the Communication and Engagement team or Manex.
Version 2 9 August 2017
Version
Update policy
Comments and interactions that take place on Council's social media accounts are deemed to be official records, as per the State Records Act 1998.
Version 1 13 May 2016 of policy (Council Resolution 02/16FC).
Any grievances in relation to this Policy or its application should be forwarded in writing to the General Manager. Non-compliance with the Social Media Policy by will be managed through the relevant Code of Conduct and related processes.
16.Reviews
Development
Update responsible department details.
As such, it is the responsibility of all staff to ensure that content relevant to their respective area is appropriately recorded in Council's record management system.