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AARP Social Guidelines

AARP Social Guidelines



Guidance for managing AARP-affliliate accounts, as well as employee personal usage of social media, networking and other communications platforms.

Guidance for managing AARP-affliliate accounts, as well as employee personal usage of social media, networking and other communications platforms.



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AARP Social Guidelines AARP Social Guidelines Presentation Transcript

  • AARP Social Communications Guidelines Guidance to allow you communicate effectively and safely on social communications platforms AARP Communications College For AARP Staff January 2010
  • What do you mean by social communications?
    • Any kind of online media that is designed to be shared through social interaction.
    • Uses the web to transform communications from a monologue to a social dialogue.
    • Zillions of conversations people are having online 24/7.
  • Why Do We Have Social Communications Guidelines?
    • Responsible use of social media platforms is an effective way for AARP to engage our targeted audiences and deliver our messages in real time. We want our staff, volunteers and members to use them to tell AARP’s story.
    • All of these platforms (Facebook, Twitter, YouTube, etc), despite privacy settings, are essentially public forums with their own etiquette and ethics policies. It is essential to understand etiquette and ethical use prior to using these forums on behalf of AARP.
    • The following guidelines have been approved by AARP’s Integrated Communications, Brand, General Counsel and Ethics teams.
  • AARP-Affiliated Social Communications Guidelines
    • Be Transparent: Always identify your account as AARP-affiliated or clearly identify your communications as coming from an AARP representative.
    • Be Responsible: Do nothing to damage AARP’s standing as a nonpartisan, nonprofit organization or otherwise jeopardize AARP’s reputation.
    • Be Non-Partisan: You may not advocate on behalf of a political candidate or political party on any AARP-affiliated accounts.
    • Be Trained: All AARP employees or consultants communicating on behalf of AARP must complete at least one training through AARP Communications College.
    • Be Responsive: Social media is a two-way communications platform. Ensure that you are engaged in a dialogue, not a monologue.
    Ex. www.facebook.com/AARP , www.twitter.com/AARP
  • Content Guidance
    • Green Zone:
    • You can freely share this type of information without review.
    • Anything on AARP.org
    • AARP press releases, statements and other publicly released information
    • Message Point on InfoNet (if you are unfamiliar, search “Message Point” to find more information)
  • Content Guidance
    • Yellow Zone:
    • Please consult with your [Media Relations/OGC/Social Media] lead for guidance before sharing this type of information:
    • Support of any legislation or advocacy positions that are not approved and issues by AARP in any of the above locations
  • Content Guidance
    • Red Zone:
    • Do not share or post any of this type of information without documented OGC approval.
    • AARP financial information
    • AARP provider or services information
    • Information about any AARP member without consent
    • Any employee information without consent
    • AARP internal communications
    • Endorsement of candidate or political parties
    • Marketing or promotion of AARP endorsed provider products and services
  • AARP Employee Personal Use of Social Platforms
    • Be Smart: You are personally responsible for any content that you publish on social platforms, so use good judgment. Like any conduct, employees should adhere to the AARP Workplace Guidelines and Ethics Policy in your social media activities, whether personal or professional. Consider how your comments or posts might appear if we were called to defend them by a news organization – just like you would at any public event or forum.
    • Respect Copyrights & Confidentiality: Only post things you have permission to post. Make sure you have permission to post any copyrighted (e.g. images, logos) or potentially confidential information.
    • Be Transparent: When sharing non-proprietary, non-confidential AARP-related messages, make clear that you are an employee of AARP.
  • AARP Employee Personal Use of Social Platforms
    • Be a Responsible Advocate: You may share information or your personal opinions about political campaigns, parties or candidates as long as you are not a spokesperson for AARP or other designated staff . However, you must be careful to avoid any type of attribution to AARP.
    • Be Accurate: Even though you may be expressing a personal opinion, do your research and source your information.
    • Be Generous: Social media is, at its base, social. Share, connect, and provide links to interesting things going on, both at AARP and beyond.
    • Share Stories & Best Practices: If you have a great story to tell or have a great idea for AARP to tell our story through social platforms, share those with colleagues.
  • Rule of Thumb for Posting When in doubt, don’t.
  • AARP Training & Support
    • AARP Communications College
    • Staff training via Office of Learning & Performance
    • - Instructional DVDs via Office of Learning & Performance
    • Social or “DIY”
    • Join Yammer.com AARP Social Networking group. Share best practices, ideas, ask questions.
    • Search SlideShare.net, YouTube.com for training
    • IRL (“in real life”)
    • AARP HQ Staff Lead: Tammy Gordon
    • Conferences, networking & classes through professional organizations, local community centers
  • AARP Social Communications Guidelines Effective January 2010 AARP Communications College For More Information: Tammy Gordon, Office of the Chief Communications Officer, AARP [email_address] www.twitter.com/AARP