Agenda Item 4
SUBJECT:
WEB AND SOCIAL MEDIA POLICY
MEETING:
SINGLE MEMBER DECISION - CABINET
DATE:
12th October 2014
DIVISION/WARDS AFFECTED: NONE
1.
PURPOSE:
To introduce the Web and Social Media policy and guidelines
2.
RECOMMENDATIONS:
That the Web and Social Media Policy be agreed and implemented.
3.
KEY ISSUES:
3.1
Social media is fast becoming ways of interacting with people and communities, with the
added benefit that it can be used as a business tool for marketing and business communications.
There are no doubts of the benefits of using digital media and in Monmouthshire it is promoted as
a way of engaging, communicating and sharing information with a very wide audience.
3.2
As digital communications is easy and instant it also brings with it the need for guidelines
and a clear simple policy on how to get the best out of it in the workplace. Digital footprints can
be permanent, and care is needed to ensure that interaction is worded with the right ‘tone of
voice’ and that digital accounts are monitored to respond to people swiftly and effectively.
3.3
This policy is intended to allow people the freedom to engage digitally, but also to highlight
the potential pitfalls and consequences should it not go to plan. It is accompanied by guidelines
which give more detail on how people can make the best use of digital media.
4.
REASONS:
4.1
Digital media can be a very effective way of interacting with communities and the benefits
are vast. There is a need to manage the accounts and interactions to ensure there are common
standards when using this form of media.
5.
RESOURCE IMPLICATIONS:
There are no resource implications as a result of this report.
6.
SUSTAINABLE DEVELOPMENT AND EQUALITY IMPLICATIONS:
The significant equality impacts identified in the assessment (Appendix 1) are summarised
below for members’ consideration:
There are no significant negative impacts as a result of this policy on any of the protected
characteristics. The use of digital communications enables people who are unable to interract
with the council due to disabilty, and the guidelines ensure that the web site and other digital
media comply with accessibility and ‘tone of voice’ regulations.
The actual impacts from this report’s recommendations will be reviewed every 3 years
along with the policy itself.
7.
CONSULTEES:
SLT
Trades unions
8.
BACKGROUND PAPERS:
Social media guidelines
9.
AUTHORS:
Sian Hayward
Joanna Goodwin
10.
CONTACT DETAILS:
Tel: 07971893998
E-mail: [email protected]
Tel: 01633644644
Email: [email protected]
The “Equality Initial Challenge”
Agenda Item 4a Name: sian hayward
Please give a brief description of what you are aiming to do.
Service area: enterprise and People Management
This is a policy on how to use social media to make the greatest
impact and avoid the pitfalls that are associated with it.
Date completed: 13/09/2014
Protected characteristic
Potential Negative impact
Potential Neutral impact
Potential Positive Impact
Please give details
Please give details
Please give details
Age
Could assist with engaging with
young people who use social media
as the norm.
Disability
This policy will ensure that the
industry standards on accessibility
for sight and hearing impairment are
adhered to, and will assit people to
contact the council were they are
unable to do so in person.
Marriage + Civil Partnership
None
Pregnancy and maternity
None
Race
None
Religion or Belief
None
Sex (was Gender)
None
Sexual Orientation
None
Transgender
None
Version ‐ March 2014 None
Welsh Language
Please give details about any potential negative Impacts.
How do you propose to MITIGATE these negative impacts
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Signed
Sian Hayward
Dated 23/09/14
Version ‐ March 2014 Designation
Technology and Organisational Design
EQUALITY IMPACT ASSESSMENT FORM
What are you impact assessing
Service area
A policy
Enterprise and People Management
Policy author / service lead
Name of assessor and date
Sian hayward
Sian hayward
1. What are you proposing to do?
To introduce a policy and guidlelines for using social and digital media in the workplace
Version ‐ March 2014 2. Are your proposals going to affect any people or groups of people with protected characteristics in a negative way?
appropriate boxes below.
Age
Race
Disability
Religion or Belief
Gender reassignment
Sex
Marriage or civil partnership
Sexual Orientation
Pregnancy and maternity
Welsh Language
If YES please tick
3. Please give details of the negative impact
4.
Did you take any actions to mitigate your proposal? Please give details below including any consultation or engagement.
Version ‐ March 2014 5.
Please list the data that has been used to develop this proposal? eg Household survey data, Welsh Govt data, ONS data, MCC service
user data, Staff personnel data etc..
None of the above. We have used other LA policies to guide and advise, and also accessibility guidelines and industry ‘tone of voice’standards for this policy Signed…Sian Hayward……Designation Technology and organization design………………Dated……23/09/14
Version ‐ March 2014 The “Sustainability Challenge” Name of the Officer completing “the Sustainability
challenge”
Please give a brief description of the aims proposed policy or
service reconfiguration
This policy is for the use of Social Media
Sian Hayward
Name of the Division or service area
Date “Challenge” form completed 23/09/14
enterprise
Aspect of sustainability
affected
Negative impact
Neutral impact
Positive Impact
Please give details
Please give details
Please give details
PEOPLE
Y
Ensure that more people
have access to healthy food
Y
Improve housing quality and
provision
Y
Reduce ill health and
improve healthcare
provision
Y
Promote independence
Y
Encourage community
participation/action and
Version ‐ March 2014 It’s a way of engageing and
interacting with communities and
can give info on vommunity
participation.
voluntary work
Targets socially excluded
Y
Help reduce crime and fear
of crime
Y
Improve access to
education and training
Y
Have a positive impact on
people and places in other
countries
Y
PLANET
Y
Reduce, reuse and recycle
waste and water
Y
Digital media reduces the use of
paper and printing
Reduce carbon dioxide
emissions
Prevent or reduce pollution
of the air, land and water
Y
Protect or enhance wildlife
habitats (e.g. trees,
hedgerows, open spaces)
Y
Protect or enhance visual
appearance of environment
Y
PROFIT
Y
Version ‐ March 2014 Protect local shops and
services
Y
Link local production with
local consumption
Y
Improve environmental
awareness of local
businesses
Y
Increase employment for
local people
Y
Preserve and enhance local
identity and culture
Y
Consider ethical purchasing
issues, such as Fairtrade,
sustainable timber (FSC
logo) etc
Y
Social media is a way of engaging
in events and leisure acivities
Increase and improve
access to leisure, recreation
or cultural facilities
What are the potential negative Impacts
Ideas as to how we can look to MITIGATE the negative impacts
(include any reasonable adjustments)
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Version ‐ March 2014 
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The next steps
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If you have assessed the proposal/s as having a positive impact please give full details below
This policy heps employees to engage with people using social media which helps to communicate, interact and provide information
with our communities. The policy will ensure that people use this media int eh right way to make a positive impact, and improve
accessibility to services.
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If you have assessed the proposal/s as having a Negative Impact could you please provide us with details of what you propose to do to
mitigate the negative impact:
Signed
Sian Hayward
Version ‐ March 2014 Dated 23/09/14
Agenda Item 4b MonmouthshireCountyCouncil
DigitalCommunicationsPolicy
“Anyonecanseewhatyoupublishpublicallyonline.Ensureyou’dfeelproudif
yourpostwasusedandsharedinanewspaper”
Purpose
Digital communications are an essential part of day to day business, and we can’t thrive without communicating in this way. It is a very useful tool to do your job and when used well, it is an excellent way of engaging with people. Employees are actively encouraged to consider the use of digital communications to complement other traditional communication methods. This policy helps people make the right decisions about the use of digital communications and understand the impact should they get it wrong. It outlines the standards we expect of people when using social media and publish things on the web, how we will monitor use and what will happen if it is used inappropriately. This policy sits alongside more detailed digital communications guidelines which will help you to know when and how to set up websites and social media accounts, what the branding should look like, what to say and how to say it etc. It also links into the Councils Code of Conduct and employee handbooks. TheScope
This policy will cover any digital communications, such as e‐mail, social media *, SMS, websites, blogs, wikis, podcasts, forums, message boards, or comments on web‐articles. * Social media includes all social networking sites, including but not exclusive to, Twitter, Facebook, YouTube, LinkedIn, Yammer, Pinterest, Flickr, etc. ResponsibilityforImplementationofthePolicy
Employees are responsible for their own compliance with this policy and for ensuring that it is consistently applied to protect the privacy, confidentiality, reputation and interests of Monmouthshire. All employees should ensure that they take the time to read and understand it. Any concerns should be reported to your line manager in the first instance. If this isn’t possible, please seek advice from another manager or colleague. Your manager will help you with any queries you have about this policy, and how to use digital communications as a business tool. 1 | P a g e Usingdigitalcommunicationssitesinourname
All digital communications sites that demonstrate they are part of Monmouthshire County Council should be set up using these ‘corporate branding’ guidelines. They can also be found on The Hub. You will also find general advice and guidance on the management of social media and measuring the effectiveness for your team. When things are written down the reader can often misread your intended message, so please see our “Tone of Voice” guideline to ensure your messages and communications are effective and that people don’t take offence by anything that’s written. Usingwork‐relatedandpersonaldigitalcommunications
You are permitted and encouraged to use relevant social media websites for any business activity. Social media should add value to our business and be a communication platform similar to our telephones and email. There is often a fine line between the use of digital media as a work tool and your personal use as an individual outside of your work role. Sometimes your opinions may conflict so you must take care to separate the two when it happens. If you use social networks or blogs for personal use and have indicated that you work at Monmouthshire County Council, you should consider using a disclaimer that states that opinions on this site are your own. An example: “The views expressed are my own and don’t reflect the views of my employer”. Someimportantruleswhenusingdigitalcommunications
Whenever you use digital communications you must adhere to the following: 
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Only set up a digital communications account if you are able to manage it and give speedy and appropriate replies to correspondence You must give your line manager access to any business digital accounts for business continuity purposes All information posted as part of your job role is a council record, evidence of the council’s work, and may be used for reference by others in future. You are personally responsible for content you publish. Be honest and open, but be mindful of the impact your contribution might make to the reputation of Monmouthshire. Don’t upload, post or forward any abusive, obscene, discriminatory, harassing, derogatory or defamatory content. This includes your colleagues, members of the public or MCC as an organisation. It could result in disciplinary action if you do. Never disclose commercially sensitive, anti‐competitive, private or confidential information. When making use of any social media platform (e.g. twitter or Facebook), you must read and comply with its terms of use.
2 | P a g e Monitoring
Employees should be aware that use of social media may be monitored. Monitoring is only carried out as permitted by law and as necessary and justifiable for business purposes. Whathappensifyougetitwrong?
It’s always possible to make a mistake and get it wrong. If this happens tell your line manager immediately and agree remedial action to avoid embarrassment and reputational damage. If you breach this policy you need to know that action could be taken under our Disciplinary Procedure. Where evidence of misuse is found we may undertake a more detailed investigation in line with our Disciplinary Procedure Misuse can also, in certain circumstances, become a criminal offence or otherwise give rise to legal liability against you and the organisation. If necessary, MCC may hand over information to the police in connection with a criminal investigation. Anyone who feels that they have been harassed, bullied, or are offended by material posted or uploaded by a colleague through a digital communication platform (whether from a work or personal account) should inform their line manager who will investigate the matter. 3 | P a g e Agenda Item 4c DigitalCommunicationsGuidelines
2014
We encourage open and two‐way conversation with citizens. Such dialogue is crucial in our effort to engage with citizens and to support our values of openness, fairness, flexibility and teamwork. While we encourage all employees to join in conversations, it is important to understand what is recommended, expected and required when you discuss council‐related topics. If you want to start a social network or blog for council purposes, you should tell your manager and consult with the digital team. Ultimately, you have sole responsibility for what you post or publish in any form of online social media. Considerationsbeforesettingitup…
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You should know the audience you want to communicate with and be able to describe them. Your audience can not be ‘everyone’; if you try to communicate with everyone, you will engage no one You should have a clear aim, purpose and measurable outcomes for the social network or blog There are lots of social media platforms. You should only create profiles on ones that are relevant. It is better to do one really well, than several poorly. Do you have the resource to manage the account/s? You should be clear how many times a day you intend to update/check the platform and be consistent in your approach. Social media should be prioritised similarly to an email and incoming messages should never be ignored. You need to ensure other officers have access to the social network or blog when you are unable to update it Guidelinesforallaccounts
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We discourage anonymous social media accounts. We believe in transparency and honesty. What you publish will be around for a long time so consider the content carefully and also be sensible about disclosing personal details. Write using the tone of voice guidance but don’t be afraid to talk from your own perspective providing it is clear that you are not speaking on behalf of the council. You must follow copyright and data protection laws. Be aware that content on social media websites may be subject to Freedom of Information requests. Our reputation is made by your behaviour. Everything you publish reflects how we are perceived. Please ensure you are aware of the council’s values and reflect these digitally. If you identify inaccuracies about the council, please politely and sensitively point out the situation as you see it. You must also advise the communication department that you have identified information that is inaccurate or could damage the reputation of the organisation. If you make a mistake, be open and honest whilst quick to correct it. 
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When using an account that identifies you as an employee, team or department, you must always respond; never ignore any comments or messages online. If a conversation is offensive in terms of language or sentiment, make sure you inform your audience why you have removed the comment. An example may be: “This comment was removed because moderators found the content offensive. I will respond to your comments but please respect the views of everybody who comes here”. If you have only one person managing a social media account, ensure the person is named in the biography/’about us’ section. If more than one person manages an account ensure posts are attributed to the team member with a caret symbol (^) and their initials (i.e. ^JG). Protect your personal privacy. Don’t ever divulge any information that can identify your personal details such as home address, personal phone number, or family information. Whattodoifyougethacked
If your account gets hacked, log in to the social networking site and change your password as soon as possible. You then delete all offensive or spam messages sent from the account. Personalaccounts
If you use social networks or blogs for personal use and have indicated that you work at Monmouthshire County Council, you should add a disclaimer that states that opinions on this site are your own. An example: “The views expressed are my own and don’t reflect the views of my employer”. In addition, you need to ensure that you do not make comments of a defamatory nature about work colleagues as this could constitute a disciplinary offence. The following are some examples of inappropriate online activity that may constitute misconduct (this is not an exhaustive list): 
Defamatory comments relating to the council or damaging its reputation or that of its partners.  Breaching confidentiality. Any offensive, defamatory, discriminatory, threatening, harassing, bullying, hateful, racist, sexist or other inappropriate comments on any social network site or blog relating, directly or indirectly, to your employment or to your work colleagues (*The trades unions have suggested the above wording in red) SocialMediaManagementGuidelines
If you use social media as part of a team or department, you should measure how effective the account is. Below are three steps to manage your accounts: 1. Define your objectives and identify what you want to achieve through social media 2. Select a measuring mechanism (some details about how to do this are shown below) 3. Evaluate your social media activity Measuring mechanisms Followers – if you know your audience well, you know how many followers you would like to have and can measure against this figure. Conversation rate – This one is fairly straightforward in that it's based on the number of conversations per post. On Twitter, this is replies to a tweet, or on Pinterest, Facebook, and Instagram, it's a comment on the pin, post, or photo. Amplification rate – Any time a post is retweeted or re‐shared, it's being amplified. All the networks allow you to do this, so think of this one as the number of re‐pins, retweets, or reshares of a particular post. Applause rate – Every social network out there has an "easy" touch point to show appreciation, or applause, if you will. Twitter has favourites, Facebook has likes and Google+ has plusses. So the applause rate is based on the number of "likes" each post gets. Economic value – This is the sum of short‐ and long‐term revenue and cost savings. This can be measured when posting links to subscriptions. For example, a link to our payment gateway for garden waste sales can be tracked to show the monetary value of that tweet/ post. PTAT‐ this acronym stands for "People Talking About This" or the number of unique people who have created a story about a page, such as Liking it, sharing a post or commenting on a post. The PTAT stat places a number on how many people are chatting about a page. Post virality (or how viral your posts are) is the number of stories created from a post divided by the number of unique people that post reached. To illustrate, let's say your post reached 1,000 people, 10 people Liked it, 15 different people commented and 7 different people shared it. The post virality in this case is 3.2% (32/1,000 x 100). Virality allows you to compare separate posts and analyse their performance to discover which factors create high and low virality. AgendaItem4d
ToneofVoice2014
This document supports our corporate branding guidelines. Branding is how people feel about us and so it is important to have a consistent approach, making it easier for people to understand what we do and why. Our tone of voice should reflect our values and attitudes in Monmouthshire. This guide has been created to improve your writing for our website, social media, any internal or external communications, letters, formal emails, reports and presentations. Many people read a report, letter or visit our website to find out something specific or to complete a specific task. There are five principles to stick to: 
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Have a clear purpose for writing Be informal Include a clear call to action Use plain English and avoid jargon Know who your audience is There may be times when a more formal tone is needed. In these instances you must still use plain English. Personality Our personality as an organisation is an expression of how we behave and what we believe.
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Be friendly. Use warm and welcoming language. Be helpful, respectful and give good advice. Use the active voice (‘John did this’), not the passive voice (‘this was done’); a passive voice can sound defensive. Write using short sentences with as few words as possible. Addressing the user Refer to ourselves as ‘we’ and ‘us’. Refer to our readers as 'you' where appropriate so they feel we're talking to them personally. An example is “Monmouthshire County Council will contact you…” should be “We will contact you…”. Plain English Use plain English. Write content as simply as possible so that it is usable and accessible to everyone, regardless of their language and vocabulary skills. All audiences should understand our content; this isn’t ‘dumbing down’, this is opening up council information to all. Digital content vs. Print content Digital content is not the same as print content. People read it differently. In any digital writing, bold text should only be used for headings; italics should never be used; and underlined text should only be used for hyperlinks. Online, you should write to be found. Use words people may use in a Google search opposed to word you would like the user to call it.