Social Media Policies for Government Agencies: How and Why

10,796 views
10,761 views

Published on

Government agencies have unique issues to address in social media policies. Social media policy process and issues for government agencies.

Published in: Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
10,796
On SlideShare
0
From Embeds
0
Number of Embeds
8,185
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • FOIA, HIPAA, the Privacy Act, personally identifiable information, and compliance with the Disability Act and Federal Records Act
  • Economic development
  • http://www.archives.gov/records-mgmt/initiatives/web-tech.html
  • Social Media Policies for Government Agencies: How and Why

    1. 1. Social Media Policies:Why and How<br />Linda Zimmer, President MarCom:Interactive<br />
    2. 2. Who Am I?<br />Not a lawyer<br />A digital strategist<br />Living digitally<br />Modernizing organizational strategies<br />
    3. 3. “There go my people. I must find out where they are going so I can lead them.”<br />-- AlexandreLedru-Rollin (French politician)<br />
    4. 4. Social Media is Modern Media<br />
    5. 5. Digital Media is Our Lifestyle<br />
    6. 6. Social Media is How We Connect<br />
    7. 7. Social Media is How We Do Business<br />
    8. 8. Why a policy?<br />
    9. 9. Well, There’s The Dumb<br />[Dear Citizen Blogger,]<br />“ 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….<br />-- signed: Mayor James [name mercifully withheld]<br />
    10. 10. The Legal<br />Financial Industry Regulatory Authority<br />
    11. 11. The Illegal<br />
    12. 12. The Questionable<br />”My Facebook is set on private, and the public cannot read it.”  <br /> Police dept claims demeaning comments about department and staff;  revealed plainclothes police operations and violated operational security. <br />Police Sergeant Fired Over Facebook Posts<br />
    13. 13. The Questionable<br />
    14. 14. The Emerging<br />
    15. 15. And The Just Plain Scary<br />PR Vice President, visiting his client’s headquarter city (FedEx)<br />
    16. 16. Why a Social Media Policy?<br />Social media is not simply a Communications issue:<br />Employer Issue<br />Cultural/Social<br />Legal<br />Productivity<br />
    17. 17. Need Two in One:<br />Getting Started<br /> 1)Internal Policy: Social Media Policy<br /> 2)External Policy: Social Platform Terms of Use <br />
    18. 18. Getting Started<br />Some guidance:<br />
    19. 19. Please Don’t Be Tempted<br />
    20. 20. Your social media policy is a strategic document.<br />Defines an agency & public-facing culture.<br />It deserves thought and attention.<br />
    21. 21. Getting Started<br /> Step 1:<br /> Convene cross-functional, <br /> mixed generational <br /> team<br />
    22. 22. Step 1: TEAM<br />Communications/Marketing<br />Administration<br />HR<br />IT<br />Legal counsel<br />Department/Agency Representatives<br />Customer Service<br />Police, Fire, Disaster Teams<br />
    23. 23. Step 1: TEAM<br />Convene cross-functional, mixed generational team<br />Share knowledge & experience (get educated)<br />Possible Benefits<br />Goals<br />Fears (risks)<br />Experiences<br />What other info do we need?<br />Explore beyond Twitter, YouTube and Facebook<br />
    24. 24. Step 2:LISTEN<br />Start listening, monitoring, social searching<br />Make assignments<br />Get educated<br />Share <br /> research<br />
    25. 25. Step 2:LISTEN<br />Focus on behaviors – not platforms & technologies<br /><ul><li>Creating
    26. 26. Joining
    27. 27. Promoting
    28. 28. Commenting
    29. 29. Recommending
    30. 30. Sharing
    31. 31. Connecting
    32. 32. Aggregating</li></ul>Upload<br />Change<br />Buy<br />Make<br />Chat<br />Share<br />Buy<br />Tag<br />Win<br />Play<br />Join<br />Promote<br />Plan<br />
    33. 33. Step 3: REVIEW EXISTING<br />Media policy<br />Workplace Conduct policy<br />Computer Use policy<br />Web Standards<br /> Accessibility policies<br />Records policies<br />Privacy policies<br />
    34. 34. Step 4: GATHERRECOMMENDATIONS<br />List convergence/ divergence points<br />Beg, borrow, steal<br />Review reference documents & other agencies’ policies<br />Draft recommendations for leadership<br />Get legal counsel input<br />Are you up for: Staff input (?)<br />
    35. 35. Reference Documents<br />MoFo & Reed Smith<br />State of CA <br />GSA<br />National Archives <br /> Guidance<br />
    36. 36. Step 4: GATHERRECOMMENDATIONS<br />List convergence/ divergence points<br />Beg, borrow, steal<br />review other reference documents & other agency’s policies<br />Draft recommendations for leadership<br />Get legal counsel input<br />Staff input<br />
    37. 37. Getting Started<br /> Step 1: Convene cross-functional, mixed generational team.<br /> Step 2: LISTEN<br /> Step 3: Review Existing Policies<br />Step 4: Gather Recommendations<br />
    38. 38. Key Topics in Your Social Media Policy<br />Existing Policies Extend to Social Media: <br /> reference and include existing policies<br />
    39. 39. Key Topics in Your Social Media Policy<br />Reminder of duties as public servant:<br /> neutrality, inclusive, accurate, confidentiality, civil discourse <br />
    40. 40. Authority to Create & Post<br />Process for Creating<br />Identity, Password<br />Key Topics in Your Social Media Policy<br />User Names and Passwords<br />“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.”<br />--City of Carlsbad Social Media Admin Order<br />
    41. 41. Key Topics in Your Social Media Policy<br />Account Settings: open, inclusive, branding <br />
    42. 42. Key Topics in Your Social Media Policy<br />Account Settings: open, inclusive, branding <br />
    43. 43. Key Topics in Your Social Media Policy<br />Terms Of Use Adherence<br />
    44. 44. Key Topics in Your Social Media Policy<br />Any and all information posted, or pages created on behalf of the City must:<br />Directly pertain to the City of Brea<br />(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.<br />--City of Brea Social Media Website Policy<br />Acceptable Content<br />Prohibited Content<br />Political views<br />Proprietary information<br />Contentious Issues<br />
    45. 45. Key Topics in Your Social Media Policy<br />Include Agency Terms of Use (For Users)<br />
    46. 46. Agency Terms of Use for Users<br />Post or link on social media profile/info page:<br />Comment policy<br />Public records / retention<br />Response policy<br />Official/Unofficial Content<br />Advertising disclaimer<br />ADA accessibility (provide alternatives)<br />Other<br />
    47. 47. <MORE> Key Topics in Your Social Media Policy<br />Retention<br />Workplace safety (location aware)<br />Expectation of Privacy<br />Brown Act<br />Consequences<br />
    48. 48. Get Guidance On<br />Restricting speech<br />Restricting off-work activities<br />Expectation of privacy<br />Monitoring<br />
    49. 49. Parting Thoughts | Questions<br />The process is as important as the outcome<br />Take the time<br />Keep it broad<br />Seek to balance rewards & risks<br />Stay tuned – much is emerging<br />
    50. 50. Resources<br />Find resources, sample policies, <br />links to more<br />http://freshtakes.typepad.com/CAPIO2010<br />_________<br />Slides: www.slideshare.com/znetlady<br />
    51. 51. Networking with me:<br />LinkedIn: www.linkedin.com/in/lzimmer<br />Twitter: lgzimmer<br />modernmedia<br />Second Life: Znetlady Isbell<br />Email:<br />lzimmer@marcominteractive.com<br />

    ×