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Draft PCOO Social Media Policy


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Here's a copy of the proposed social media policy for members of Presidential Communications and Operations Offices employees, and accredited bloggers.

Feel free to give suggestions, you can course your comments thru Facebook Page @PresidentialCom

Published in: Government & Nonprofit
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Draft PCOO Social Media Policy

  1. 1. WORKING DRAFT (as of 21 February 2017) Presidential Communications Operations Office 1 1 MC No. __ s. 20172 3 MEMORANDUM FROM THE SECRETARY4 5 TO : All Heads of Offices, Bureaus and Agencies of the6 Presidential Communications Operations Office (PCOO),7 and All Others Concerned8 9 SUBJECT : PCOO SOCIAL MEDIA POLICY10 11 DATE : __ February 201712 13 14 15 I. POLICY STATEMENT16 17 In the interest of recognizing emerging communication platforms and harnessing18 the full potential of social media tools in pursuit of the agency’s mandate to19 engage the citizenry in order to enrich the quality of discourse on matters of20 national governance, the following shall be the social media policy of the21 Presidential Communications Operations Office (PCOO):22 23 It is a policy of government to engage its citizens in order to improve24 service delivery. Government recognizes that knowledge and25 information circulate within and among the different sectors of26 society, and public officers stand to gain from having access to all27 such sources. Government should, therefore, use innovative tools,28 methods, and systems to communicate to the public.29 30 Given the exponential growth of social media and the significant31 increase in use of social media tools, it is imperative for government32 to recognize and consider social media, alongside traditional media33 channels, in developing its communications strategy.34 35 Government recognizes social media as the collective voice of the36 citizenry, and can be utilized to directly and quickly communicate with37 the people, both as a conduit for outgoing information and as a tool38 to engage in genuine two-way communication.39 40 41 II. PURPOSE42 43 The purpose of this memorandum are as follows: to recognize social media as a44 form of public communication and one source of information; to provide45 guidelines on the use of social media by PCOO personnel; set rules on content46
  2. 2. WORKING DRAFT (as of 21 February 2017) Presidential Communications Operations Office 2 management of PCOO offices; and establish a system for social media47 accreditation.48 49 50 III. LEGAL BASIS51 52 This policy is anchored on Section 4, Article III of the 1987 Philippine53 Constitution, which guarantees the freedoms of speech, expression, and the54 press; and Section 24, Article II, which states that: “The State recognizes the vital55 role of communication and information in nation-building.”56 57 Further, this policy is pursuant to the functions of the PCOO and PCDSPO, as58 expressed in the following provisions of Executive Order No. 4 (s. 2010):59 60 “Section 2. Functions of the Presidential Communications61 Operations Office. The Presidential Communications Operations62 Office shall perform the following functions:63 64 a. Develop and implement necessary guidelines and65 mechanisms pertaining to the delivery and dissemination of66 information relating to the policies, programs, official activities67 and achievements of the President and the Executive Branch;68 69 Section. 6. Functions of the Presidential Communications70 Development and Strategic Planning Office. The Presidential71 Communications Development and Strategic Planning Office shall72 perform the following functions:73 74 d. Assist in the formulation and implementation of new media75 strategies for the Office of the President;76 77 e. Assist in research and development of new media78 instruments;”79 80 81 IV. DEFINITION OF TERMS82 83 Blog refers to a content-managed website, which may be run by an individual or84 a group, that presents its entries in a certain order and which may or may not85 allow visitors to comment (i.e. Blogger and WordPress).86 87 Blogger refers to a person who regularly provides content for a blog.88 89 Media-Sharing Networks refer to websites that allow users to share various90 forms of content, such as video and images, which may or may not allow91
  3. 3. WORKING DRAFT (as of 21 February 2017) Presidential Communications Operations Office 3 comments on their own media and media uploaded by other users (i.e. YouTube92 and Instagram).93 94 Social Media Networks refer to websites used to connect and interact with other95 individuals and/or groups (i.e. Facebook and Twitter).96 97 Social Media Publisher refers to an identified person or group of persons that98 maintains a publicly-accessible social media page, blog or website, which99 generates content and whose principal advocacy is the daily dissemination of100 original news and/or opinion of interest, with at least one thousand (1,000)101 followers or subscribers, and which has published regularly and consistently for a102 period of twelve (12) months.103 104 Social Media User refers to a person or group of persons that maintains a social105 media account, which generates content expressing his/her or their opinions,106 viewpoints, commentaries, the sharing of news and information, and other similar107 or related communications activities.108 109 Social Media Tools refer to any electronic medium that allow users to create,110 share and view user-generated content, including, but not limited to, uploading or111 downloading videos, still photographs, blogs, video blogs, podcasts, instant112 messages, electronic mail or internet website or locations. The platforms include,113 but are not limited to, social media networks such as Facebook and Twitter;114 media-sharing networks such as Instagram and YouTube; and blogs such as115 Blogger and Wordpress.116 117 118 V. SOCIAL MEDIA OFFICE (SMO)119 120 A. Social Media Manager121 122 Social Media Office (SMO) shall be established under the Office of the PCOO123 Secretary. The SMO shall be headed by a Social Media Manager (SMM), who124 shall report directly to the Secretary. The SMM is responsible for developing125 strategies, policies and implementation protocols and procedures for the social126 media program, utilizing technologies such as the internet, social networking,127 blogs, and other appropriate forms of electronic communication. The SMM shall128 also implement social media strategies and technologies; oversee the PCOO’s129 social media platforms; and provide guidance to bureaus and offices in130 implementing information initiatives using social media strategies and new131 technologies.132 133 134 135 136 137
  4. 4. WORKING DRAFT (as of 21 February 2017) Presidential Communications Operations Office 4 B. Social Media Coordinator138 139 There shall be a Social Media Coordinator (SMC), who shall be in charge of140 social media bloggers/influencers accreditation and the dissemination of PCOO141 news and information releases to social media publishers/users.142 143 C. Website Manager144 145 There shall be a PCOO Website Manager, who shall oversee the PCOO’s146 website and related applications, and serve as senior editor for web content and147 developing content for the PCOO website.148 149 150 VI. OFFICIAL PCOO WEBSITES AND SOCIAL MEDIA PLATFORMS151 152 A. PCOO153 154 Website: Facebook: Twitter: 158 B. PHILIPPINE NEWS AGENCY / NEWS INFORMATION BUREAU159 160 Website: Facebook: 163 C. PRESIDENTIAL BROADCAST STAFF / RADIO TV MALACANANG164 165 Website: Facebook: YouTube: 169 D. PHILIPPINE BROADCASTING SERVICE / BUREAU OF BROADCAST SERVICES170 171 Website: Twitter: 174 E. PEOPLE’S TELEVISION NETWORK175 176 Facebook: Twitter: YouTube: 180 F. PHILIPPINE INFORMATION AGENCY181 182 Website:
  5. 5. WORKING DRAFT (as of 21 February 2017) Presidential Communications Operations Office 5 Facebook: Twitter: 186 G. MULA SA MASA PARA SA MASA187 188 Facebook: Twitter: 191 192 VII. USE OF SOCIAL MEDIA193 194 A. Official use of Social Media by PCOO195 196 PCOO encourages its offices, attached agencies, and GOCCs, to use social197 media tools to communicate their messages to the public, and respond to queries198 and other needs at the soonest possible time, subject to the existing Style Guide199 for the Government and these guidelines.200 201 PCOO offices, attached agencies, and GOCCs, shall maintain a catalog or202 chronological log of all official social media presence, which shall be periodically203 reported to the PCOO Social Media Manager.204 205 PCOO shall likewise keep a log of all official presence on third-party social media206 websites to apprise the general public of such official presence, and that PCOO207 presence in third-party websites not in this log are not considered official and208 were not previously approved.209 210 Guidelines211 212 The following guidelines shall be employed when using public-facing social213 media tools in an official capacity:214 215 1. Do not discuss any agency-related information that is not considered216 public information. The discussion of sensitive or classified information is217 strictly prohibited. Failure to comply may result in disciplinary action.218 Information is considered public upon the determination of the PCOO219 Secretary.220 221 2. Agency-related public information shall primarily be posted in the official222 websites and official social media accounts. Presence of this kind of223 information in third-party websites shall be secondary.224 225 3. When you represent PCOO in an official capacity, PCOO is responsible226 for the content you publish on blogs, media-sharing networks, social227 media networks, or other forms of social media. Keep in mind that any228 content you post may last online in perpetuity.229
  6. 6. WORKING DRAFT (as of 21 February 2017) Presidential Communications Operations Office 6 230 4. Never use vulgar or abusive language, personal attacks of any kind, or231 offensive terms targeting individuals or groups.232 233 5. Do not endorse private and commercial products, services, or entities.234 235 6. Do not endorse political parties, candidates, or groups.236 237 B. Non-Official/Personal Use of Social Media238 239 PCOO officers, employees, and other personnel, who use social media tools for240 personal use outside of the workplace do not require approval to do so. However,241 they are enjoined to do so with utmost circumspection, keeping in mind their242 respective duties and responsibilities as public servants accountable to the243 people. Therefore, they are reminded that, as representatives of PCOO, these244 rules and guidelines must be given paramount consideration when participating245 in these services at any time, but particularly when identifying themselves as246 being connected with PCOO or when such connection may be implied.247 248 Exercising discretion and common sense when employing social media for249 professional or personal purposes, will ensure that their great potential is fully250 realized without inadvertently compromising our professional, legal, or ethical251 standards. Employees should remember that standards found in the Code of252 Conduct and Ethical Standards for Public Officials and Employees are applicable.253 254 Guidelines255 256 The following principles shall govern the use of social media services in a non-257 official/personal capacity within PCOO.258 259 1. Be aware of your PCOO affiliation when interacting in online social260 networks. If you identify yourself as a PCOO officer, employee or261 personnel, or your PCOO affiliation is known to the general public, ensure262 that your profile and content is consistent with how you wish to present263 yourself as a PCOO officer, employee or personnel, appropriate with the264 public nature of your position, and in conformity with existing government265 standards, including the Code of Conduct and Ethical Standards for Public266 Officials and Employees.267 268 2. PCOO officers, employees and personnel, must keep in mind the269 limitations on privacy that come with being a public servant. Never post270 compromising content. Make sure to add a disclaimer to your social media271 network profile, personal blog, or other online presence that clearly states272 that the opinions or views expressed are yours alone and do not represent273 the views of PCOO.274 275
  7. 7. WORKING DRAFT (as of 21 February 2017) Presidential Communications Operations Office 7 3. In a publicly accessible online forum, do not discuss any agency-related276 information that is not already considered public information. The277 discussion of sensitive or classified information is strictly prohibited. This278 rule applies even in circumstances where password or other privacy279 controls are implemented. Failure to comply may result in disciplinary280 action. Information is considered public upon the determination of the281 PCOO Secretary.282 283 C. Conduct of Citizens using PCOO Social Media Platforms284 285 Social Media tools, unlike traditional media, such as newspaper, TV or radio,286 allow for instantaneous two-way public communication between the government287 and citizens. Citizens are able to participate by directly posting audio, video, and288 text content to many social media sites. Citizens, including social media289 publishers/users, using PCOO social media platforms, therefore, should be290 guided by common decency and proper online etiquette.291 292 Guidelines293 294 1. Be respectful of other users in the site.295 296 2. Stay on topic. Do not upload content that is unrelated to the purpose or297 topic of the thread.298 299 3. Do not use language that is offensive, inflammatory, or provocative.300 301 4. Do not post sexual content or links to sexual content.302 303 5. Do not break the law or encourage others to do so.304 305 6. In the course of using public spaces of the site or thread, do not post306 personal information.307 308 7. Do not impersonate or falsely claim to represent a person or an309 organization.310 311 8. Provide truthful and accurate content at all times.312 313 9. Do not make any commercial endorsement or promotion of any product,314 service or publication.315 316 These guidelines shall be displayed to users or made available by hyperlink.317 318 319 320 321
  8. 8. WORKING DRAFT (as of 21 February 2017) Presidential Communications Operations Office 8 VIII. CONTENT MANAGEMENT322 323 PCOO offices, attached agencies, and GOCCs, are responsible for establishing,324 publishing, and updating their pages on social media sites. However, the Social325 Media Office shall monitor the content on each of the PCOO office page to326 ensure:327 328 a. A consistent nationwide message is being conveyed;329 b. Adherence to this Social Media Policy.330 331 In addition, the Social Media Manager shall have the right to direct PCOO offices,332 attached agencies, and GOCCs, to modify social media content based on best333 practices and industry norms.334 335 336 IX. SOCIAL MEDIA ACCREDITATION337 338 The emergence of social media has created new channels of communication339 between government and citizens that, more than just consuming media content,340 a number of citizens using social media tools have become publishers341 themselves—with some bloggers even having audiences reaching the millions.342 PCOO believes, alongside the global campaign organization Article 19 and other343 human rights groups, and consistent with Administrative Order No. 1 (s. 2016)344 creating the Presidential Task Force on Media Security, that social media345 publishers are media workers who should be recognized and protected.346 347 Pursuant to this, and to develop good working relations to facilitate the flow of348 timely, accurate, and consistent information, PCOO shall establish a system of349 accreditation for social media publishers/users, including bloggers.350 351 A. PROCEDURE OF ACCREDITATION352 353 • Accreditation is free and voluntary.354 • Social media publishers and social media users may file their applications355 for accreditation personally or online with the Social Media Office at 3F,356 New Executive Building, JP Laurel St., San Miguel, Manila or357 • The application forms for accreditation may be downloaded through the359 PCOO website at • Whether applying personally or online, the applicant must submit his/her361 application form together with a 2x2 photo and a portfolio of work done362 (see Requirements).363 • Once the requirements are complete and in accordance with these364 guidelines, the Social Media Office will review and consider the application365 within ten (10) working days.366
  9. 9. WORKING DRAFT (as of 21 February 2017) Presidential Communications Operations Office 9 • Once approved, the Social Media Office will issue the SMO accreditation,367 which shall be valid for six (6) months.368 • Accreditation is non-transferable and cannot be sold. Individuals and369 groups with accreditation must ensure that their accredited accounts are370 not used by others.371 372 B. BENEFITS OF ACCREDITATION373 374 Social Media Publishers375 • Faster processing for on-site or access passes to PCOO events and376 activities, such as news briefings and interviews.377 • Inclusion in PCOO-SMO mailing list for updates on PCOO events and378 activities.379 380 Social Media Users381 • Inclusion in the PCOO participatory governance social media programs382 (i.e. “Laging Handa”), and all related trainings and other learning383 activities.384 • Inclusion in the PCOO social media volunteer programs (i.e. “Laging385 Handa”) that will work with the PCOO’s attached agencies and GOCCs.386 387 C. RESPONSIBILITIES388 389 • Strictly abide by Section VII-C, on the conduct of citizens using PCOO390 social media platforms.391 • Post, share, and disseminate on his/her or their social media page, blog or392 website, the press releases and other news information issued by the393 PCOO.394 • Validate the truthfulness of the news content that they generate, publish395 and share.396 397 D. REQUIREMENTS FOR ACCREDITATION398 399 Social Media Publishers400 • If individual: Filipino citizen and eighteen (18) years old and above.401 • Additional requirement if group, partnership or corporation: SEC or DTI402 registration.403 • Applicant must maintain a publicly-accessible social media page, blog or404 website, which generates content and whose principal advocacy is the405 daily dissemination of original news and/or opinion of interest, with at least406 one thousand (1,000) followers or subscribers, and which has published407 regularly and consistently for twelve (12) months.408 • Applicant’s publications must be editorially independent of any institution,409 foundation or interest group connected or affiliated in any manner with the410 government.411
  10. 10. WORKING DRAFT (as of 21 February 2017) Presidential Communications Operations Office 10 • Applicant must not be involved in prosecuting any claim against the412 government.413 • The SMO reserves the right to revise, modify or amend this list of414 requirements as the need arises. However, such changes shall only have415 prospective application and shall not cover applications for accreditation416 filed before such revision, modification, or amendment takes effect.417 418 Social Media Users419 • Filipino citizen and eighteen (18) years old and above.420 • Applicant must maintain a social media account, which generates content421 expressing his/her or their opinions, viewpoints, commentaries, the422 sharing of news and information, and other similar or related423 communications activities.424 • The SMO reserves the right to revise, modify or amend this list of425 requirements as the need arises. However, such changes shall only have426 prospective application and shall not cover applications for accreditation427 filed before such revision, modification, or amendment takes effect.428 429 For your guidance.430 431 432 433 JOSE RUPERTO MARTIN M. ANDANAR434 Secretary435 436 437 References/Bibliography:438 439 Government Information Services. (2011). Social Media in Government.440 Department of Internal Affairs; New Zealand. Accessed at441 Guidance-final.pdf443 444 Hrdinova, J., Helbig, N., & Peters, C.S. (2010). Designing Social Media Policy445 For Government: Eight Essential Elements. Center for Technology in446 Government; The Research Foundation of State University of New York.447 Accessed at448 450 Office of Communications. (2010). Social Media Policy. U.S. Department of451 Interior. Accessed at 453 OHCHR. (2015). Response to the Special Rapporteur Consultation on Protection454 of Journalists’ Sources and Whistleblowers. Article 19; London, UK.455 Accessed at456