Developing a social media policy
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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

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.

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  • 1. Presented by Craig Thomler At the Local Government Web Network Conference 2010 August 2010 Developing a social media policy
  • 2. Who am I?
  • 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. Why have a social media policy?
  • 5. Source: http://about.sensis.com.au/IgnitionSuite/uploads/docs/2009_Sensis_e-Business_Report.pdf Australia’s internet experience
  • 6. Australia’s internet experience Source: http://blog.nielsen.com/nielsenwire/global/australia-getting-more-social-online-as-facebook-leads-and-twitter-grows/
  • 7.
    • 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.
    • 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”
    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. How Australians are using the internet
  • 9. How about Gov 2.0 in Australia?
  • 10.
    • Over 230 online consultations (more than 180 through one company – Bang the Table)
    • Over 200 Departmental Twitter accounts
    • Over 50 agency blogs (all levels of government)
    • Over 30 agencies using YouTube
    • Over 20 Facebook pages
    • Three mash-up competitions (Federal, NSW & Vic)
    • Over 50 Federal parliamentarians using Twitter including Prime Minister, Opposition Leader plus a variety of state and local members, including 5 state Premiers
    Australian Gov 2.0 in action
  • 11. Australian Gov 2.0 in action
  • 12. Building a social media infrastructure
  • 13. Isn't building and managing infrastructure one of the things government does?
  • 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. Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
  • 16. Australian legislative framework
    • Archives Act 1983
    • Privacy Act 1988
    • Spam Act 2003
    • Disability Discrimination Act 1992
    • Public Service Act 1999
    • Freedom of Information 1982
    • Freedom of Information Amendment (Reform) 2009
    • Other legislation (specific to Departments & functions)
  • 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.
    • Federal:
    • APSC Circular 2009/06 : Protocols for online media participation
    • Gov 2.0 Taskforce Final Report , accepted by the Australian Government in their response
    • MAC Innovation report – Empowering change: Fostering innovation in the APS
    • Freedom of information Amendment (Reform) Act 2010 and Australian Information Commissioner Act 2010
    • Open Government Declaration
    • Other legislation peripherally impacts on online use (for example Electoral Act 1928)
    • Not to mention state laws and local government statutes
    Cross-government policies and guidance
  • 19. In particular...
    • APSC Circular 2009/6: Protocols for online media participation
    • 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.
  • 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. Organisational operational policies
    • Organisational resources
    • Human resources
    • ICT
    • Internet usage
  • 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. Practical guidance
    • General guidelines Moderation approach and guidelines Acceptable terms of use Privacy policy Copyright
    • Processes and procedures for operating a blog, Twitter account, Facebook page, etc
  • 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. Developing a social media policy
    • Look at examples of other policies (http://socialmediagovernance.com)
    • Identify key clauses your organisation needs
    • Consult widely within your organisation
    • Provide supportive guidance around it
    • Make it available in publicly accessibly places On your intranet On your website (tell public your 'code of conduct')
    • Review annually (the web keeps changing)
  • 26. Best practice social media policy
    • Focus on upside but give risks
    • Keep actual policy bit short
    • Tell people how to use social media
    • 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
    • Make it findable
  • 27. Discussion & Questions? (Don’t be shy!)
  • 28. Presented by Craig Thomler At the Local Government Web Network Conference 2010 August 2010 Developing a social media policy