Social Media Guidelines and Protocol

Transcription

1 Scial Media Guidelines and Prtcl Alignment with AIIA Cmmunicatins Plicy This dcument utlines the plicy, prtcls and guidelines relating t the use by AIIA f scial media. It frms part f the brader AIIA Cmmunicatins Plicy. While that plicy explicitly relates t print and news media cmmunicatins, this plicy applies nly t AIIA s scial media platfrms. The key difference between the tw plicies is that the AIIA Cmmunicatins Plicy infrms wh can speak n behalf f AIIA in a public media cntext while this plicy fcuses n the apprpriate use f scial media platfrms by all designated cntent prviders. This plicy applies t all AIIA staff, cntractrs and ffice hlders e.g. Branch Chairs and Bard Directrs. It als applies t members participating within AIIA scial media grups. This plicy is designed t ensure that in all cases, scial media activity is undertaken in a prfessinal, respectful and crdinated manner and that all psted cntent is accurate, apprpriate and aligned with AIIA rganisatinal bjectives and values. The purpse f this plicy is t ensure the AIIA brand is apprpriately used and viewed in a public frum. Fr the purpse f this plicy scial media activity includes any activity including but nt limited t psting, cmmenting, tagging, linking, r prmting n any f the varius scial media sites thrugh which the AIIA is active (e.g. Facebk. Twitter, LinkedIn). Organizatinal Objectives T ensure cntent stays cnsistent with AIIA s rganizatinal bjectives, psts must adhere t and prmte the AIIA s pririty f creating a wrld-class infrmatin, cmmunicatins and technlgy industry and supprting the nging prsperity f Australia thrugh: 1. Grwing and develping the ICT Industry in Australia 2. Driving the digital ecnmy 3. Building industry capability We understand that nt all cntent will create an industry utcme hwever the gal is fr all cntent t assist in building bth the reach and the brand credibility f the AIIA. This will in-turn create psitive utcmes fr the AIIA as well as the Australian ICT industry as a whle. Psting Guidelines and Prtcl All psts n scial media accunts must be made accrding t the fllwing prtcls and guidelines. All scial media activity will be undertaken n the understanding that public scial media activity can play an imprtant rle in influencing attitudes twards, and perceptins f the AIIA and the Australian ICT Industry. The fllwing prtcls must be fllwed when engaging in scial media activity: 1 f 6 20 Octber Nvember Octber 2014

2 1. All psts must align with AIIA rganizatinal bjectives and values and psitively supprt the AIIA brand; 2. N persnal psts are t be distributed via AIIA scial media platfrms; 3. All media psts must be accurate, fair, thrugh, and transparent and cmmunicate in the interest f the AIIA brand; 4. All psts must adhere t apprpriate cpyright requirements; 5. Psts must nt be, r perceived t be dergatry r slanderus; 6. All pr-active scial media activity must aim t: a. Be a vice wrking in the interests f AIIA members; b. Educate and raise awareness f relevant ICT related issues; and/r advcate n behalf f AIIA members plicy 7. All re-active scial media activity must aim t cntribute t a public discussin in a psitive manner; 8. Inapprpriate cntent psts will be remved by the relevant mderatr as sn as pssible; 9. Psts must nt cntain cntent that may damage the reputatin f the AIIA, the AIIA bard and ther ffice hlders, any f its members, r ther stakehlders; 10. All scial media activity must be cmpliant with the Natinal Privacy Principles; 11. Cntent creatrs are respnsible fr gaining the expressed cnsent f all invlved parties fr the right t distributin r publicatin f recrdings, phts, images, vide, text, slideshw presentatins, artwrk, and advertisements, whether thse rights are purchased r btained withut cmpensatin; and 12. Unless therwise agreed, payment must nt be accepted fr psting n AIIA scial media platfrms. Scial Media Platfrms When it cmes t cntent, ur audience will be lking fr where AIIA is adding value and wning a defined vice. It is imprtant that all scial media platfrms supprt ur rganizatinal bjectives. The purpse and use f each f the scial media platfrms identified is utlined belw. Facebk Open t members and nn-members Prmtin f AIIA, ICT industry, and partner rganizatins events Psting f industry related articles, updates, insights Psting f AIIA vide/streaming cntent Twitter Executive will mnitr accunt members will be free t cntribute Open frum Regular scheduled and ad-hc psting relevant t AIIA and ICT industry initiatives Engaging and influencing trending nline # discussins surrunding ICT industry issues and AIIA initiatives in a timely way t drive amplificatin Page 2 f 6

3 Exclusive AIIA annuncements Cmmentary n news Succinct summaries f press releases/statements in respnse t plicy Secretariat will wn and pst all ther members/stakehlders will be encuraged t mentin, retweet, and engage with the AIIA accunt LinkedIn Similarly AIIA will retweet relevant messaging frm members where this is relevant t AIIA/ICT industry Mix f pen and clsed frums Platfrm fr members, SIGs, and Cuncils and ther stakehlders t netwrk Open frum AIIA Grup Page a. AIIA Grup page as a cmmunicatins platfrm fr AIIA events, initiatives, activity, and discussin n industry related issues b. Platfrm t engage with bth active and prspective members thrugh psting AIIA activity and plicy psitin updates in pen grup Clsed Grups SIG / Cuncil / State specific pages a. T facilitate SIG/Cuncil/State specific discussin within respective sub-grups Sub-grups will be jintly mnitred by designated member mderatrs and AIIA secretariat Secretariat effrts will be geared twards creating autnmusly functining sub-grups fr respective SIGs/Cuncils/States - run by mderatrs and members Lng-frm cntent ptins ie: Mnthly/frtnightly member cntributin pprtunities Sample Pst Cntent fr all Channels - AIIA Electins - Membership Survey - AIIA Media Cverage - Plicy Psitins/Submissins updates Pst characteristics iawards / Navigating IT Summit - Member highlights - AIIA Events and Frums - Key Industry News and Events All psts must be respectful f AIIA Scial media Guidelines and Prtcls. They shuld als include: Traceable link(s) enabling back-end tracking / analytics f click thrughs per pst Apprpriately structured messaging fr the respective scial media platfrm Apprpriate and key wrds (Twitter) Relevant media cntent fr all Facebk psts Questins r seeking f cmment/pinins t prmte discussin where apprpriate Relevant images r vides t increase likelihd f engagement Suitable discussin within parameters f respective grup (ie. LinkedIn sub-grups). Cntent within grups shuld stay within the apprpriate tpic areas Page 3 f 6

4 There shall be NO self-prmtin withut a clear value prpsitin fr members (i.e. prmtin f relevant industry events, training sessins, thught leadership papers). This is t ensure grups and scial media platfrms are nt inundated with SPAM-like cntent. When in dubt users shuld check with AIIA secretariat r respective grup mderatrs regarding suitability f cntent prir t psting Rles and Respnsibilities Rle Respnsibility CEO Gvernance Overall prject authrity Apprval f prject plan and perfrmance bjectives Liaisn between secretariat effrts and Federal/State Cuncils Advisry Team AIIA Bard Members AIIA Cuncil Members AIIA Members Cmmunicatins C- Ordinatrs CRM/CMS Transitin Manager Cntent C- Ordinatrs Onging input, participatin, and feedback t ensure that the AIIA scial media effrts effectively engage and reflect member values Input int scial media strategy Active participatin in creating cntent and prmting AIIA digital brand expsure Recmmending cntent fr AIIA t use and share thrugh varius Engaging in nline discussin and participating in relevant AIIA psitins, initiatives, and frums Determining wnership respnsibility f respective LinkedIn subgrups Manage the prject n a day-t-day basis, within agreed prject tlerances fr time, cntent, and quality: Manage prject team Oversee cntent updates and media impact This includes sharing and distributing relevant cntent Plicy develpment Manage prject risks and issues Manage stakehlders Respnsible fr managing the transitin and integratin f scial media initiatives during implementatin f new CRM/CMS system Respnsible fr reaching set targets fr cntent creatin and distributin. Activities will include: Adhering t utlined calendar f events t market Sharing and distributing relevant cntent Mnitring scial media feeds fr user feedback r tags Prviding weekly analytics reprts n perfrmance and pst-reach Keeping scial media accunts up t date and relevant Key Risks and Issues Management All staff will reprt emerging scial media issues relating t the rganisatin t the immediate attentin f the Cmmunicatins Crdinatr. The Cmmunicatins C-rdinatr will wrk with the CEO and apprpriate staff t develp a respnse r actins that are cnsistent with the rganisatin s strategy, bjectives and missin. Page 4 f 6

5 Risk/Issue area Cncerns Actins Legal Member equality Nn-partisan psitin Individual bias Cnfidential infrmatin Public Criticism in Cmments/Respnses Pst relevancy -Cpyright infringement issues -Libel r slander -Prmtin f certain members ver thers; feelings f inequality in value -Ensuring that psts are cnsistent with members rganizatinal bjectives -Members using as tls fr self-prmtin and/r marketing -Ensuring that the AIIA maintains a nnpartisan apprach t media pstings and engagement thrugh scial media -Persnal bias r individual pinins shuld nt influence the cntent psted n AIIA scial media (utside f LinkedIn Discussin Frums) -There shall be n psting, r mentin f cnfidential infrmatin relating t either the AIIA r any f its stakehlders -Persnal r cntact details f staff, members, r Bard members will nt be shared n scial media -Unwise fr AIIA t engage in any nline discussin nt f a psitive nature r f benefit t the AIIA agenda -In rder t maintain a cnsistent message and brand image, it wuld be inapprpriate t pst cntent that is nt related t ICT, ur members, r AIIA initiatives -Be aware f cpyright cncerns fr all material psted -Mderate psts fr ptential dergatry r slanderus cmments -Ensure clear guidelines and prtcls are develped and made widely available -Maintain regular cmmunicatins with members regarding pprtunity fr expsure thrugh new scial media initiative -Invite members t practively recmmend articles/inf fr sharing -Actively mnitr accunts t ensure psts are within Guidelines and Prtcls -Mnitr psts fr spam -Be aware f biased materials r cmments -D nt pst any cntent that cntains bias t ne plitical party ver anther -Ensure clear guidelines and prtcls are develped and made widely available -All cntent distributed thrugh AIIA scial media shuld be cnsistent with Guidelines and Prtcls -Be cnscius f the sensitivity f all infrmatin distributed nline -The release f any infrmatin shuld remain cnsistent with the AIIA s HR and cnfidentiality plicies -Mnitr psts acrss media -D nt engage, reply, r retaliate t any negative psts n varius accunts delete if/when pssible - Mnitr psts acrss media -Fllw Guidelines and Prtcls fr psting Page 5 f 6

6 Risk/Issue area Cncerns Actins Cuncil Engagement -AIIA State cuncils are disengaged frm pprtunity t leverage scial media Ensure infrmatin is evaluated effectively befre psting (where apprpriate) -Ensure apprpriate cnsultatin in first instance -Ensure Cuncils and members have respnsibility fr management f scial media specifically relevant t them and their lcal members Page 6 f 6