Developing a social media policy

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A presentation explaining how to develop a social media policy given at the Local Government Web Network's annual Conference in August 2010

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  • OK – so looking at how social media is used in Australia. <Run through slide>
  • Developing a social media policy

    1. 1. Presented by Craig Thomler At the Local Government Web Network Conference 2010 August 2010 Developing a social media policy
    2. 2. Who am I?
    3. 3. Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
    4. 4. Why have a social media policy?
    5. 5. Source: http://about.sensis.com.au/IgnitionSuite/uploads/docs/2009_Sensis_e-Business_Report.pdf Australia’s internet experience
    6. 6. Australia’s internet experience Source: http://blog.nielsen.com/nielsenwire/global/australia-getting-more-social-online-as-facebook-leads-and-twitter-grows/
    7. 7. <ul><li>Nielsen Online says Australians spent 6 hours and 25 minutes using social media sites in February 2010, 2 minutes less than Italians and more than the British, Americans, Spanish, Germans or Japanese. </li></ul><ul><li>Melanie Ingrey, Research Director for Nielsen’s online business: “Incredibly, nearly nine in 10 (86%) of Australian’s online are looking to their fellow Internet users for opinions and information about products, services and brands” </li></ul>Sources: http ://mashable.com/2010/03/19/global-social-media-usage/ http://blog.nielsen.com/nielsenwire/global/australia-getting-more-social-online-as-facebook-leads-and-twitter-grows/ Australia’s internet experience
    8. 8. How Australians are using the internet
    9. 9. How about Gov 2.0 in Australia?
    10. 10. <ul><li>Over 230 online consultations (more than 180 through one company – Bang the Table) </li></ul><ul><li>Over 200 Departmental Twitter accounts </li></ul><ul><li>Over 50 agency blogs (all levels of government) </li></ul><ul><li>Over 30 agencies using YouTube </li></ul><ul><li>Over 20 Facebook pages </li></ul><ul><li>Three mash-up competitions (Federal, NSW & Vic) </li></ul><ul><li>Over 50 Federal parliamentarians using Twitter including Prime Minister, Opposition Leader plus a variety of state and local members, including 5 state Premiers </li></ul>Australian Gov 2.0 in action
    11. 11. Australian Gov 2.0 in action
    12. 12. Building a social media infrastructure
    13. 13. Isn't building and managing infrastructure one of the things government does?
    14. 14. Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
    15. 15. Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
    16. 16. Australian legislative framework <ul><li>Archives Act 1983 </li></ul><ul><li>Privacy Act 1988 </li></ul><ul><li>Spam Act 2003 </li></ul><ul><li>Disability Discrimination Act 1992 </li></ul><ul><li>Public Service Act 1999 </li></ul><ul><li>Freedom of Information 1982 </li></ul><ul><li>Freedom of Information Amendment (Reform) 2009 </li></ul><ul><li>Other legislation (specific to Departments & functions) </li></ul>
    17. 17. Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
    18. 18. <ul><li>Federal: </li></ul><ul><li>APSC Circular 2009/06 : Protocols for online media participation </li></ul><ul><li>Gov 2.0 Taskforce Final Report , accepted by the Australian Government in their response </li></ul><ul><li>MAC Innovation report – Empowering change: Fostering innovation in the APS </li></ul><ul><li>Freedom of information Amendment (Reform) Act 2010 and Australian Information Commissioner Act 2010 </li></ul><ul><li>Open Government Declaration </li></ul><ul><li>Other legislation peripherally impacts on online use (for example Electoral Act 1928) </li></ul><ul><li>Not to mention state laws and local government statutes </li></ul>Cross-government policies and guidance
    19. 19. In particular... <ul><li>APSC Circular 2009/6: Protocols for online media participation </li></ul><ul><li>Web 2.0 provides public servants with unprecedented opportunities to open up government decision making and implementation to contributions from the community. In a professional and respectful manner, APS employees should engage in robust policy conversations . Equally, as citizens, APS employees should also embrace the opportunity to add to the mix of opinions contributing to sound, sustainable policies and service delivery approaches . Employees should also consider carefully whether they should identify themselves as either an APS employee or an employee of their agency. </li></ul>
    20. 20. Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
    21. 21. Organisational operational policies <ul><li>Organisational resources </li></ul><ul><li>Human resources </li></ul><ul><li>ICT </li></ul><ul><li>Internet usage </li></ul>
    22. 22. Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
    23. 23. Practical guidance <ul><li>General guidelines Moderation approach and guidelines Acceptable terms of use Privacy policy Copyright </li></ul><ul><li>Processes and procedures for operating a blog, Twitter account, Facebook page, etc </li></ul>
    24. 24. Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
    25. 25. Developing a social media policy <ul><li>Look at examples of other policies (http://socialmediagovernance.com) </li></ul><ul><li>Identify key clauses your organisation needs </li></ul><ul><li>Consult widely within your organisation </li></ul><ul><li>Provide supportive guidance around it </li></ul><ul><li>Make it available in publicly accessibly places On your intranet On your website (tell public your 'code of conduct') </li></ul><ul><li>Review annually (the web keeps changing) </li></ul>
    26. 26. Best practice social media policy <ul><li>Focus on upside but give risks </li></ul><ul><li>Keep actual policy bit short </li></ul><ul><li>Tell people how to use social media </li></ul><ul><li>Tell people how to protect themselves (and the organisation) Approval/endorsement processes Links to specific policies and guidance Guidance for acceptable personal use Guidance for personal use of organisational assets Provide examples </li></ul><ul><li>Make it findable </li></ul>
    27. 27. Discussion & Questions? (Don’t be shy!)
    28. 28. Presented by Craig Thomler At the Local Government Web Network Conference 2010 August 2010 Developing a social media policy

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