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Social Media Policies for Government Agencies: How and Why
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Social Media Policies for Government Agencies: How and Why

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

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

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  • 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

Transcript

  • 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
  • 25. Step 2:LISTEN
    Focus on behaviors – not platforms & technologies
    Upload
    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