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Social Media Policies for Government Agencies: Why and How

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Social Media issues and policies for government agencies.

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Social Media Policies for Government Agencies: Why and How

  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 />

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