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Developing a social media policy

Craig Thomler presented on developing a social media policy at the Local Government Web Network Conference in August 2010, emphasizing the importance of a structured approach to social media within government operations. The presentation discusses Australia's social media usage and outlines a framework of relevant legislative guidelines and best practices for public servants. It highlights the necessity of creating accessible policies that guide engagement in social media while considering both benefits and risks.

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Presented by Craig Thomler At the Local Government Web Network Conference 2010 August 2010 Developing a social media policy
Who am I?
Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
Why have a social media policy?
Source: http://about.sensis.com.au/IgnitionSuite/uploads/docs/2009_Sensis_e-Business_Report.pdf Australia’s internet experience
Australia’s internet experience Source: http://blog.nielsen.com/nielsenwire/global/australia-getting-more-social-online-as-facebook-leads-and-twitter-grows/
Nielsen Online says Australians spent 6 hours and 25 minutes using social media sites in February 2010, 2 minutes less than Italians and more than the British, Americans, Spanish, Germans or Japanese. Melanie Ingrey, Research Director for Nielsen’s online business: “Incredibly, nearly nine in 10 (86%) of Australian’s online are looking to their fellow Internet users for opinions and information about products, services and brands” Sources: http ://mashable.com/2010/03/19/global-social-media-usage/ http://blog.nielsen.com/nielsenwire/global/australia-getting-more-social-online-as-facebook-leads-and-twitter-grows/ Australia’s internet experience
How Australians are using the internet
How about Gov 2.0 in Australia?
Over 230 online consultations (more than 180 through one company – Bang the Table) Over 200 Departmental Twitter accounts Over 50 agency blogs (all levels of government) Over 30 agencies using YouTube Over 20 Facebook pages Three mash-up competitions (Federal, NSW & Vic) Over 50 Federal parliamentarians using Twitter including Prime Minister, Opposition Leader plus a variety of state and local members, including 5 state Premiers Australian Gov 2.0 in action
Australian Gov 2.0 in action
Building a social media infrastructure
Isn't building and managing infrastructure one of the things government does?
Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
Australian legislative framework Archives Act 1983 Privacy Act 1988 Spam Act 2003 Disability Discrimination Act 1992 Public Service Act 1999 Freedom of Information 1982 Freedom of Information Amendment (Reform) 2009 Other legislation (specific to Departments & functions)
Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
Federal: APSC Circular 2009/06 : Protocols for online media participation Gov 2.0 Taskforce Final Report , accepted by the Australian Government in their response MAC Innovation report – Empowering change: Fostering innovation in the APS Freedom of information Amendment (Reform) Act 2010 and Australian Information Commissioner Act 2010 Open Government Declaration Other legislation peripherally impacts on online use (for example Electoral Act 1928) Not to mention state laws and local government statutes Cross-government policies and guidance
In particular... APSC Circular 2009/6: Protocols for online media participation Web 2.0 provides public servants with unprecedented opportunities to open up government decision making and implementation to contributions from the community. In a professional and respectful manner, APS employees should engage in robust policy conversations . Equally, as citizens, APS employees should also embrace the opportunity to add to the mix of opinions contributing to sound, sustainable policies and service delivery approaches . Employees should also consider carefully whether they should identify themselves as either an APS employee or an employee of their agency.
Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
Organisational operational policies Organisational resources Human resources ICT Internet usage
Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
Practical guidance General guidelines Moderation approach and guidelines Acceptable terms of use Privacy policy Copyright Processes and procedures for operating a blog, Twitter account, Facebook page, etc
Foundations for social media Individual project practice Practical guidance Social media policy Organisational operational policies Cross-gov policies and guidance Australian legislative framework
Developing a social media policy Look at examples of other policies (http://socialmediagovernance.com) Identify key clauses your organisation needs Consult widely within your organisation Provide supportive guidance around it Make it available in publicly accessibly places On your intranet On your website (tell public your 'code of conduct') Review annually (the web keeps changing)
Best practice social media policy Focus on upside but give risks Keep actual policy bit short Tell people how to use social media Tell people how to protect themselves (and the organisation) Approval/endorsement processes Links to specific policies and guidance Guidance for acceptable personal use Guidance for personal use of organisational assets Provide examples Make it findable
Discussion & Questions? (Don’t be shy!)
Presented by Craig Thomler At the Local Government Web Network Conference 2010 August 2010 Developing a social media policy