Use of online and social media channels for official and professional comment

Transcription

1 Use of online and social media channels for official and professional comment Management Instruction MI-0618 Version 3 Effective 9 February 2015 Contact: Sponsor: Authorised: Rob Walker Manager Corporate Communication Rob Walker Manager Corporate Communication Mairi Barton EGM Corporate and Industry Affairs Uncontrolled if printed Airservices Australia of 6

2 Change summary Version Date Change Description 3 9 February 2015 Inclusion of additional wording to reinforce policy concerning use of photos and other imagery. Cleared by OLC Page 2 of 6 Version 3: Effective 9 February 2015 MI-0618

3 1 Purpose 2 Scope This Management Instruction provides direction for staff on the type of information which may, and may not, be released online or via social media and the conditions under which official and professional comment may be made by staff. The supporting guidelines encourage employees to find a voice in social media while ensuring consistency with existing policies around public release of information. All Airservices staff must: refrain from using online or social media to comment on any issues which could be deemed as being an official comment by Airservices ensure that any personal opinions shared online are clearly stated as such, and ensure that any contact online or via social media with known media are referred to Manager Corporate Communication in line with MI Airservices staff should be aware that use of social media channels outside work hours, or in a personal capacity, may also be subject to provisions of Airservices Code of Conduct particularly if using Airservices-supplied equipment. This Management Instruction applies to all staff employed by Airservices. This includes temporary, non-ongoing, ongoing and contracted staff. 3 Background Airservices supports employees use of online communication tools, including social media and professional networking sites. Staff must exercise sound judgement about what material appears online and in what context to protect the interests and reputation of the organisation and individual staff. Airservices therefore imposes controls on its employees in relation to comments made about or by staff in online and social media channels. Airservices has established official social media channels. While staff may use social media for personal and professional comment, this instruction provides guidance on the types of information which may, and may not, be published, and ensures that professional comment is not deemed official comment by the organisation. 4 Responsibility/accountability Corporate and Industry Affairs has accountability for protecting and enhancing Airservices reputation. All Airservices management and staff are accountable for familiarising themselves with, and adhering to, this Management Instruction. Airservices staff must be clear in all online and social media communications who they are representing, take responsibility for ensuring that any references to Airservices are factually correct and accurate, show respect for and courtesy to the individuals and communities with which they interact and that they do not bring Airservices, its personnel or operations into disrepute. MI-0618 Version 3: Effective 9 February 2015 Page 3 of 6

4 5 Instruction 5.1 Authorisation for comment/ use of official channels The Chief Executive Officer (CEO) or delegate is the only person within management to provide official comment on behalf of Airservices. This extends to the provision of official comment online or via social media channels. The CEO delegates this responsibility generally to the Executive General Manager, Corporate and Industry Affairs (EGM C&IA), and to the Manager, Corporate Communication (MCC) who act as Corporate Spokespersons. The CEO may also delegate the responsibility to other staff where appropriate, either directly or through the EGM C&IA or MCC. Airservices official social media presence is managed on a day-to-day basis by Corporate Communication. This includes, but is not limited to, Twitter, YouTube, and Facebook. These official channels are used in accordance with this and related policies and procedures. 5.2 Application of this instruction All Airservices staff using online and social media must display the same high levels of conduct and behaviour online as would be expected in person, on the phone or via and in line with Airservices Code of Conduct All Airservices staff must ensure that they do not imply in any way that they are authorised to speak on Airservices behalf unless authorised by the EGM C&IA or MCC All Airservices staff must identify themselves as an Airservices employee when referring to Airservices, its people, products and services or other business related individuals or organisations If using online communication channels or social media for professional comment, staff must use a disclaimer making it explicit that the views expressed do not represent those of Airservices. Staff should be aware that this disclaimer does not free them from their obligations under Airservices Code of Conduct and any other policies If using online communication channels or social media for professional comment, staff must refrain from posting any Airservices documents or insignia (including images of themselves in front of an Airservices logo) on their profile. Official Airservices addresses may not be intentionally or inadvertently used on either a professional or personal social media profile as this can infer an official association, connection and/or support for non-airservices related issues or topics All Airservices staff must not post Airservices-related images or photographs taken during the course of their employment which: have the potential to cause damage to Airservices reputation or brand have the potential to be interpreted as representing Airservices relates to a controversial, sensitive, confidential or political matter depicts Airservices or Airservices operations in a negative light and/or breaches Airservices Code of Conduct. Page 4 of 6 Version 3: Effective 9 February 2015 MI-0618

5 5.2.7 All Airservices staff must receive approval from the MCC or his/her delegate for all proposed responses before publishing any wider information relating to Airservices, whether or not it could be deemed as official comment, especially in relation to matters which are sensitive or not already in the public domain or which: commits Airservices or our stakeholders to any action or initiative attempts to speak, or could be interpreted as speaking, on behalf of Airservices or our stakeholders relates to controversial, sensitive, confidential or political matters relates to any incident or accident under investigation by the Australian Transport Safety Bureau or any other law enforcement agency any matter which is currently the subject of an inquiry or court proceedings could be interpreted as a personal political view or political advocacy, and/or could bring Airservices into disrepute or comments which may adversely affect Airservices reputation Airservices staff do not need to seek clearance when talking online about publicly known, factual, unclassified and uncontroversial matters related to Airservices However, staff must inform their manager, EGM C&IA or MCC if using social media professionally, as a subject matter expert, and it has the potential to be associated, directly or indirectly, with their work for Airservices The MCC or his/her delegate will notify the CEO s Office and the EGM C&IA of any social media or online activities that are deemed to be significant and/or have the potential to cause damage to Airservices reputation The MCC is also accountable for the organisation s social media arrangements, including the use of all official accounts. These accounts are used in accordance with this Management Instruction, the Management Instructions for Release of Information to the Public and Contact with the Media (including abnormal operations), and Conditions of Use of ICT Resources and Guide to Conditions of use of ICT Resources. Airservices staff must not create alternative official social media channels without consultation with and approval from Corporate Communication Access to social media sites by Airservices is provided in accordance with the organisation s ICT Usage policies. Personal use is permitted where it does not interfere with the performance of work abilities and where all relevant policies, procedures and guidelines are followed. MI-0618 Version 3: Effective 9 February 2015 Page 5 of 6

6 6 Definitions Within this document, the following definitions apply: Term Social media sites Official use Professional use Personal use Definition Include but are not limited to internet forums, weblogs, wikis, podcasts, pictures, video, rating and bookmarking. Examples of common sites include Facebook, Twitter, MySpace, YouTube, Instagram, Pinterest, PPruNe, Google+, LinkedIn, and other online discussion boards. Comments made on social media sites can be broken down into three main categories official, professional and personal. These are defined below. When you are commenting as an Airservices representative from a profile linked to an authorised Airservices account and/or are a person widely known as being employed by Airservices, for example, an acknowledged industry expert on a particular topic or project. This type of comment must be made using an account endorsed and/or managed by Corporate Communication. When you are commenting as an Airservices representative from a profile linked to an authorised Airservices account and/or are a person widely known as being employed by Airservices, for example, an acknowledged industry expert on a particular topic or project. This type of comment must be made using an account endorsed and/or managed by Corporate Communication. When you are commenting on a matter in neither of the above capacities, for example, discussing the performance of a football team. 7 References Title Code of Conduct MI Contact with the media and public release of information (including significant events) ICT Resources Conditions of use ICT Resources Guide to Conditions of Use Number HR-POL-0016 MI-0608 MI-0829 C-PROC0186 Page 6 of 6 Version 3: Effective 9 February 2015 MI-0618