Social Media issues and policies for government agencies.

1. Social Media Policies:Why and How Linda Zimmer, President MarCom:Interactive

2. Who Am I? Not a lawyer A digital strategist Living digitally Modernizing organizational strategies

3. “There go my people. I must find out where they are going so I can lead them.” -- AlexandreLedru-Rollin (French politician)

4. Social Media is Modern Media

5. Digital Media is Our Lifestyle

6. Social Media is How We Connect

7. Social Media is How We Do Business

8. Why a policy?

9. Well, There’s The Dumb [Dear Citizen Blogger,] “ If there is anything else that I can do for you, which is required by law, don't hesitate to call my office. If it isn't required by law then don't bother asking, because I think that you're a worthless piece of **** and I wouldn't **** on you if you were on fire (my opinion). You're a poor, lonely, jealous, old man…. -- signed: Mayor James [name mercifully withheld]

10. The Legal Financial Industry Regulatory Authority

11. The Illegal

12. The Questionable ”My Facebook is set on private, and the public cannot read it.” Police dept claims demeaning comments about department and staff; revealed plainclothes police operations and violated operational security. Police Sergeant Fired Over Facebook Posts

13. The Questionable

14. The Emerging

15. And The Just Plain Scary PR Vice President, visiting his client’s headquarter city (FedEx)

16. Why a Social Media Policy? Social media is not simply a Communications issue: Employer Issue Cultural/Social Legal Productivity

17. Need Two in One: Getting Started 1)Internal Policy: Social Media Policy 2)External Policy: Social Platform Terms of Use

18. Getting Started Some guidance:

19. Please Don’t Be Tempted

20. Your social media policy is a strategic document. Defines an agency & public-facing culture. It deserves thought and attention.

21. Getting Started Step 1: Convene cross-functional, mixed generational team

22. Step 1: TEAM Communications/Marketing Administration HR IT Legal counsel Department/Agency Representatives Customer Service Police, Fire, Disaster Teams

23. Step 1: TEAM Convene cross-functional, mixed generational team Share knowledge & experience (get educated) Possible Benefits Goals Fears (risks) Experiences What other info do we need? Explore beyond Twitter, YouTube and Facebook

24. Step 2:LISTEN Start listening, monitoring, social searching Make assignments Get educated Share research

26. Joining

27. Promoting

28. Commenting

29. Recommending

30. Sharing

31. Connecting

32. AggregatingUpload Change Buy Make Chat Share Buy Tag Win Play Join Promote Plan

33. Step 3: REVIEW EXISTING Media policy Workplace Conduct policy Computer Use policy Web Standards Accessibility policies Records policies Privacy policies

34. Step 4: GATHERRECOMMENDATIONS List convergence/ divergence points Beg, borrow, steal Review reference documents & other agencies’ policies Draft recommendations for leadership Get legal counsel input Are you up for: Staff input (?)

35. Reference Documents MoFo & Reed Smith State of CA GSA National Archives Guidance

36. Step 4: GATHERRECOMMENDATIONS List convergence/ divergence points Beg, borrow, steal review other reference documents & other agency’s policies Draft recommendations for leadership Get legal counsel input Staff input

37. Getting Started Step 1: Convene cross-functional, mixed generational team. Step 2: LISTEN Step 3: Review Existing Policies Step 4: Gather Recommendations

38. Key Topics in Your Social Media Policy Existing Policies Extend to Social Media: reference and include existing policies

39. Key Topics in Your Social Media Policy Reminder of duties as public servant: neutrality, inclusive, accurate, confidentiality, civil discourse

40. Authority to Create & Post Process for Creating Identity, Password Key Topics in Your Social Media Policy User Names and Passwords “Staff who create social media accounts will provide the communications manager with the account URL, user name, password and/or other login information according to procedures established by the communications manager.” --City of Carlsbad Social Media Admin Order

41. Key Topics in Your Social Media Policy Account Settings: open, inclusive, branding

42. Key Topics in Your Social Media Policy Account Settings: open, inclusive, branding

43. Key Topics in Your Social Media Policy Terms Of Use Adherence

44. Key Topics in Your Social Media Policy Any and all information posted, or pages created on behalf of the City must: Directly pertain to the City of Brea (II) Contain information that is freely available to the public and that is not made confidential by any policy of the City, or by local, state, or federal law. --City of Brea Social Media Website Policy Acceptable Content Prohibited Content Political views Proprietary information Contentious Issues

45. Key Topics in Your Social Media Policy Include Agency Terms of Use (For Users)

46. Agency Terms of Use for Users Post or link on social media profile/info page: Comment policy Public records / retention Response policy Official/Unofficial Content Advertising disclaimer ADA accessibility (provide alternatives) Other

47. <MORE> Key Topics in Your Social Media Policy Retention Workplace safety (location aware) Expectation of Privacy Brown Act Consequences

48. Get Guidance On Restricting speech Restricting off-work activities Expectation of privacy Monitoring

49. Parting Thoughts | Questions The process is as important as the outcome Take the time Keep it broad Seek to balance rewards & risks Stay tuned – much is emerging

50. Resources Find resources, sample policies, links to more http://freshtakes.typepad.com/CAPIO2010 _________ Slides: www.slideshare.com/znetlady

51. Networking with me: LinkedIn: www.linkedin.com/in/lzimmer Twitter: lgzimmer modernmedia Second Life: Znetlady Isbell Email: lzimmer@marcominteractive.com