Developing a Social Media Policy for Brisbane University Library


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This is the final assignment for QUT INN530 Web Content Reliability unit created by Bekti Mulatiningsih and Kelly Johnson

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Developing a Social Media Policy for Brisbane University Library

  1. 1. Developing a social media policy at Brisbane University Library Bekti Mulatiningsih (n7614349) Kelly Johnson (n7350589) Image taken from
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Scope </li></ul><ul><li>Definition of key terms </li></ul><ul><li>Key information sources </li></ul><ul><li>Context </li></ul><ul><li>Student profile </li></ul><ul><li>Issues using social media </li></ul><ul><li>Risks Benefits Environmental scan results </li></ul><ul><li>Review of social media research </li></ul><ul><li>Best practices list </li></ul><ul><li>Evaluation strategy </li></ul><ul><li>Implementation schedule </li></ul><ul><li>Recommendations </li></ul>Image taken from
  3. 3. Scope & limitations <ul><li>Image courtesy of Angelo DeSantis. Available under a CC license at </li></ul>
  4. 4. Key terms <ul><li>“ Social Media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content.” (Kaplan & Haenlein, 2010) </li></ul><ul><li>“ Social Media integrates technology, social interaction, and content creation using the &quot;wisdom of crowds&quot; to collaboratively connect online information. Through social media, people or groups can create, organize, edit, comment on, combine, and share content.” </li></ul><ul><li>(GSA’s Office of Citizen Services and Innovative Technologies, 2011) </li></ul>Image taken from
  5. 5. Common social media tools/sites: <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Blogs </li></ul><ul><li>Tumblr </li></ul><ul><li>LinkedIn </li></ul><ul><li>Myspace </li></ul><ul><li>Online forums </li></ul>Image taken from
  6. 6. Brisbane University Library
  7. 7. Online presence Image taken from
  8. 8. “ a generational shift in demographics toward a growing population that favors openness, and 'an innate human desire' to establish an identity and a standing in a community.” (Dutta as cited in Reid, 2009, p.35) Image taken from
  9. 9.  “ Every generation forward will expect a medium to be 'built for social.' The notion of a 'two-way medium' will seem rules for etiquette in engagement will become common as these utilities proliferate and become indispensable to those raised on them.” (Reid, 2009, p.39) Image taken from
  10. 10. Groundswell Image courtesy las. Available under a CC license at Listen up!
  11. 11. Social Media Issues
  12. 12. “ A librarian whose online communication demonstrates a passion for her work can engender the positive regard of patrons. However, tweeting about, say; problem patrons can have a decidedly negative impact and is potentially more harmful online because it's so public-and permanent.” (Farkas, 2009, p.35) Image taken from
  13. 13. Risks of social media use <ul><li>Dominoes' disgusting YouTube video (Lardinois, 2009) </li></ul><ul><li>Ketchum VP's inappropriate tweets (Edwards, 2009) </li></ul><ul><li>Honda Facebook comments (Lieberman, 2009) </li></ul>Image taken from
  14. 14. Benefits        <ul><li>Blogging – including microblogging like Twitter </li></ul><ul><li>Social networks  </li></ul><ul><li>Wikis  </li></ul><ul><li>Forums </li></ul><ul><li>(Li & Bernoff, 2008, pp.18-37) </li></ul>Image taken from
  15. 15. &quot;The rules for social media are social. For instance, you would not walk up to someone in the street, ask her for an opinion, and then walk away. You have to complete the dialogue.” ( Ettinger as cited in Reid, 2009, p.34 ) Image taken from
  16. 16. Environmental Scan <ul><li>National Library of Australia </li></ul><ul><li>Long, very detailed and formal </li></ul><ul><li>“ Must” and “should” </li></ul><ul><li>Risks of use </li></ul><ul><li>Covers only official/work use, not private use </li></ul><ul><li>Use a disclaimer </li></ul><ul><li>Specific scenarios of online commenting online with examples of how to respond </li></ul><ul><li>Bandwidth issues </li></ul><ul><li>Employees can access Facebook during break-time </li></ul><ul><li>Short summary of the longer policy  </li></ul><ul><li>CC license </li></ul><ul><li>(The National Library of Australia, 2010) </li></ul><ul><li>  </li></ul>Image taken from
  17. 17. Environmental Scan <ul><li>The Coca-Cola Company </li></ul><ul><li>Basic, friendly guideline – encourages employees to “have fun, but be smart” </li></ul><ul><li>Company commitments- transparency, protection of consumer privacy, respect of copyright, responsible use of technology, utilisation of best practice </li></ul><ul><li>Separate section specifically for online spokespeople – need to complete social media certification program  </li></ul><ul><li>Associate and partner companies </li></ul><ul><li>(The Coca-Cola Company, 2009) </li></ul>Image taken from
  18. 18. Environmental Scan <ul><li>University of Michigan </li></ul><ul><li>Separate guidelines when posting as an individual and on behalf of the University of Michigan  </li></ul><ul><li>Safety tips for social media networking </li></ul><ul><li>(University of Michigan, 2010) </li></ul><ul><li>Queensland Government </li></ul><ul><li>64 pages of policy including fact sheets on various tools such as Facebook, blogs, wikis, etc.  </li></ul><ul><li>Decision trees to determine if and how a tool should be used  </li></ul><ul><li>Screen captures of social media sites </li></ul><ul><li>Real life mistakes highlighted  </li></ul><ul><li>Social media success measures - metrics </li></ul><ul><li>CC license            </li></ul><ul><li>(Queensland Government, 2010) </li></ul>Image taken from
  19. 19. Environmental Scan <ul><li>The Australian Bureau of Statistics </li></ul><ul><li>Twitter policy informs the public what they can expect by following the ABS’s Twitter feed.   </li></ul><ul><li>Number of tweets per day, hours when ABS will respond </li></ul><ul><li>Following’ rules, replies policies and direct message policies </li></ul><ul><li>(Australia Bureau of Statistics, 2011) </li></ul>Image taken from
  20. 20. Key elements table
  21. 21. Key elements table
  22. 22. Research review <ul><li>“ An approach where employees are treated as adults and are </li></ul><ul><li>guided by basic concepts that could govern use of all technology, </li></ul><ul><li>including phone, Internet, text messages, blogs, and social media.” </li></ul><ul><li>(Coutinho, 2011, p.22) </li></ul>Image taken from
  23. 23. Research review <ul><li>Remember that everything lives on the Internet indefinitely </li></ul><ul><li>Do not speak on behalf of the employer unless you are authorized to do so </li></ul><ul><li>Keep confidential any employer information that is not a public record </li></ul><ul><li>You should assume that every communication could be treated as a public record and could be revealed to a third party </li></ul><ul><li>Give credit for authorship where it is due </li></ul><ul><li>Be respectful of each person's legal right to express an opinion </li></ul><ul><li>Respect other employees' right to privacy </li></ul><ul><li>Avoid social media during business hours unless it is within the scope of your work </li></ul><ul><li>Do not conduct business communications, internal or external, using social media </li></ul><ul><li>(Coutinho, 2011, continued) </li></ul>
  24. 24. Research review <ul><li>Do not discuss another employee's, business partner's, or vendor's performance using social media </li></ul><ul><li>Comply with all applicable laws in order to avoid litigation and wasting taxpayers' money </li></ul><ul><li>Respect differences--Harassment, slurs, insults—whether racial, sexual, or religious—are prohibited online just as they are prohibited in the workplace </li></ul><ul><li>Any statement about a business or individual must be readily verifiable </li></ul><ul><li>You have no right or expectation of privacy in any communication </li></ul><ul><li>(Coutinho, 2011) </li></ul>
  25. 25. Research review <ul><li>Use a disclaimer </li></ul><ul><li>Don’t share secrets </li></ul><ul><li>Be yourself </li></ul><ul><li>Respect copyright </li></ul><ul><li>Respect your co-workers </li></ul><ul><li>Avoid online fights </li></ul><ul><li>Post accurate information </li></ul><ul><li>Consult the employee manual </li></ul><ul><li>Use good judgment </li></ul><ul><li>Provide value </li></ul><ul><li>Accept responsibility </li></ul><ul><li>(Kroski, 2009, pp.45-46) </li></ul>Image taken from
  26. 26. Research review <ul><li>Introduce the purpose of social media – “That’s the spirit of social media — it’s all about leveraging the positive. And that needs to be evident in the policy.” </li></ul><ul><li>Be responsible for what you write </li></ul><ul><li>Be authentic </li></ul><ul><li>Consider your audience </li></ul><ul><li>Exercise good judgment </li></ul><ul><li>Understand the concept of community – “Your community shouldn’t be an environment where competition is encouraged or emphasized, but rather a platform where your customers or users feel comfortable sharing, connecting, and receiving help.” </li></ul><ul><li>(Lauby, 2009, continued) </li></ul>
  27. 27. Research review <ul><li>Respect copyrights and fair use </li></ul><ul><li>Remember to protect confidential and proprietary info </li></ul><ul><li>Bring value </li></ul><ul><li>Productivity matters  </li></ul><ul><li>(Lauby, 2009) </li></ul>Image taken from
  28. 28. Research review <ul><li>A focus on the details of use - the nuts and bolts – For example, including how many posts per day, turnaround time for commenting, workflow processes – who will approve items and when to publish. </li></ul><ul><li>Usage guidelines – For example, general do’s and don’ts for employees on social media. </li></ul>Image taken from
  29. 29. Best practice elements for a Brisbane University Library policy <ul><li>Policy goal/purpose - &quot;Publishing a social media policy can also serve as a statement of 1) what the organization’s relationship with online communities will be and 2) the related behavioral expectations the company has of its employees. This is a much more powerful communication than simply dusting off what most in an organization should already know&quot; (Gomes, 2011). </li></ul><ul><li>Policy scope - Guidelines for university and private use </li></ul><ul><li>University vision/ mission - Show how social media use aligns with these </li></ul><ul><li>Target audience - BU library staff </li></ul><ul><li>Disclaimer </li></ul><ul><li>Confidentiality </li></ul>Image taken from
  30. 30. Best practice elements for a Brisbane University Library policy <ul><li>Copyright </li></ul><ul><li>Privacy - Must be very clear what this means, people have different personal privacy definitions and boundaries (Gomes, 2011) </li></ul><ul><li>Workflow - Social media administrator could provide consistency of content (Scott, 2010) </li></ul><ul><li>Public record </li></ul><ul><li>Respectful/ professional language  </li></ul><ul><li>Accuracy </li></ul><ul><li>Linking </li></ul><ul><li>University voice     </li></ul>Image taken from
  31. 31. Evaluation <ul><li>Three month review - staff and student surveys </li></ul><ul><li>Staff comments on: </li></ul><ul><li>Is the policy too restrictive? </li></ul><ul><li>Are any guidelines too vague or unclear? </li></ul><ul><li>Do you feel comfortable using social media in an official capacity? </li></ul><ul><li>Do you think the policy helps you connect with students? </li></ul><ul><li>Does the policy help you with your professional development through online channels? </li></ul>
  32. 32. Evaluation <ul><li>Student comments on: </li></ul><ul><li>Have you had any contact with BU library staff through social media such as Facebook/Twitter? </li></ul><ul><li>What is your impression of BU library staff through social media channels? </li></ul><ul><li>How do you prefer to communicate with staff? </li></ul><ul><li>Six month review - finalise the policy </li></ul><ul><li>Update annually if necessary </li></ul>Image taken from
  33. 33. Work Plan
  34. 34. Work Plan
  35. 35. Recommendations <ul><li>Conduct further research into how BU employees are using social media </li></ul><ul><li>Conduct further research into how students are using social media </li></ul><ul><li>Develop and implement an employee social media policy </li></ul><ul><li>Evaluate the policy periodically to adjust for staff and university needs </li></ul><ul><li>For future consideration we also recommend that management: </li></ul><ul><li>Appoint a social media administrator to provide consistency and oversight </li></ul><ul><li>Develop and implement an overall media strategy which aligns social media use to university and library goals   </li></ul>
  36. 36. Conclusion Image courtesy hsohei. Available under a CC license at
  37. 37. References <ul><li>Australia Bureau of Statistics. (2011). Twitter policy. Retrieved  from!OpenDocument </li></ul><ul><li>Coutinho, R. (2011). Keep it simple. Public Management, 93 (4), 22. Retrieved from </li></ul><ul><li>Edwards, J. (2009, January 20). Worst twitter post ever: Ketchum exec insults FedEx client on mini-blog [Web log post]. Retrieved from </li></ul><ul><li>Farkas, M. (2009). Governing social media. American Libraries , 40 (12), 35. Retrieved from </li></ul>
  38. 38. References <ul><li>General Services Administration (GSA), Office of Citizen Services and Innovative Technologies. (2011). Types of social media. Retrieved from </li></ul><ul><li>Gomes, P. (2011, May 13). Friday five: Improving your social media policy [Web log post]. Retrieved from </li></ul><ul><li>Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons , 53 , 59-68. doi:10.1016/j.bushor.2009.09.003 </li></ul><ul><li>Kroski, E. (2009). Should your library have a social media policy? School Library Journal , 55 (10), 44-46. Retrieved from </li></ul>
  39. 39. References <ul><li>Lardinois, F. (2009, April 16). Domino’s: How one YouTube video can ruin a brand (updated) [Web log post].  Retrieved from </li></ul><ul><li>Lauby, S. (2009, June 2). 10 must-haves for your social media policy [Web log post]. Retrieved from </li></ul><ul><li>Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies . Boston, MA: Harvard Business Press. </li></ul><ul><li>Lieberman, J. (2009, September 3). Honda purges select comments from Crosstour Facebook page [Web log post]. Retrieved from </li></ul>
  40. 40. References <ul><li>Reid, C. K. (2009). Should business embrace social networking? EContent , 32 (5), 34-39. Retrieved from </li></ul><ul><li>Scott, D. E. (2010). Let them communicate. EContent, 33 (3), 40. Retrieved from </li></ul><ul><li>The Coca-Cola Company. (2009). Online social media principles. Retrieved from </li></ul><ul><li>The National Library of Australia. (2010). Social media policy. Retrieved from </li></ul><ul><li>The Queensland Government. (2010). QGEA policy: Official use of social media. Retrieved from and Standards/QGEA 2.0/Use of social media policy.pdf </li></ul>
  41. 41. References <ul><li>University of Michigan. (2010). Social media guidelines. Retrieved from </li></ul>