Social Media Communications 2015

Transcription

1 Social Media Communications 2015 North Warwickshire & Hinckley College Marketing Manager Approval Date: January 2015 Next Approval: July 2016

2 Contents Social Media Communications Introduction 2. Definitions 3. Related Policies, Procedures and Documents 4. Rationale 5. Core Principles 6. Equality Analysis 7. Every Child Matters Commitment 8. Implementation, Monitoring and Review 1

3 Social Media Communications Introduction 1.1 North Warwickshire & Hinckley College is committed to using innovation and technology to continuously improve the way it communicates to its stakeholders. This includes using all reasonable and cost-effective means to improve the way we communicate, reach out and interact with our stakeholders. 1.2 'Social media' is the term given to web-based tools/sites that allow users to interact with each other in some way for example, by sharing information, opinions, knowledge and interests online. 1.3 The practical application of such technology by the College is continually developing and there are many potential issues to consider both as individual employees and as an organisation. 1.4 To avoid major mistakes which could result in reputational and legal issues, and misuse/abuse of a well-functioning social media relationship, it is important that we manage any potential risks through a common-sense approach as well as proactively monitoring the development of such applications. 1.5 This document aims to provide managers and individual employees with information concerning the use of, or the development of, any social media application, and to help them get the best out of the tools available whilst maintaining a safe professional environment and protecting themselves, as well as the College. 1.6 This document should be read in conjunction with the ICTILT Acceptable Use Policy. 2. Definitions 2.1 For the purposes of these guidelines, social media is a type of interactive online media that allows parties to communicate instantly with each other or to share data in a public forum. This includes , text messaging, online social forums, blogs, video- and image-sharing websites and similar facilities. These include (not an exhaustive list): Facebook, Twitter, YouTube, Instagram, Pinterest, Flickr and LinkedIn. 2.2 Employees should be aware that there are many more examples of social media than can be listed here and this is a constantly changing area. Employees should follow these guidelines in relation to any social media that they use. 3. Related Policies, Procedures and Documents 3.1 Data Protection Policy 3.2 Disciplinary Policy 3.3 Equality Scheme 3.4 ICTILT Acceptable Use Policy 3.5 Student Bullying and Harassment Policy 3.6 Student Disciplinary Policy 3.7 Other policies, processes and procedures may be identified from time to time as circumstances change and may be added to this list. 2

4 4. Rationale 4.1 The rapid growth of social media is indicative of Social Media s entry into mainstream culture and its integration into the daily lives of many people. 4.2 In parallel with this, there has also been considerable media coverage of the growth of social media, its potential positive outcomes and concerns about the way that some people are engaging with it. 4.3 In some areas of the College, social media sites (e.g. Facebook, Twitter) are being used as portals to share best practice and aid teaching and learning. 4.4 It is for this type of use that this document has been put together to ensure the safeguarding of our students and employees, and to ensure the College s reputation is managed. 4.5 This document will be implemented in line with the Data Protection Act 1998 and accompanying codes of practice, and the Regulation of Investigatory Powers Act Core Principles 5.1 Use of Social Media Where the College encourages employees to make reasonable and appropriate use of social media websites as part of their work, it is recognised that it is an important part of how the College communicates with its audience and allows communication and networking between staff and partners Staff may contribute to the College s social media activities, for example by managing a social media account in accordance with the standards defined by the Marketing Department North Warwickshire & Hinckley College has a number of accounts used for communications that is managed by the Marketing Department. These include: Facebook official.nwhc; Twitter nwhcnews; You Tube nwhcvideos The College understands that employees may wish to use their devices, such as laptops, tablets and mobile telephones, to access social media websites while they are at work. Such use should nonetheless be in accordance with these guidelines Staff must be aware at all times that, while contributing to the College s social media activities, they are representing the College. Staff who use social media as part of their job must adhere to the following safeguards: i. Making sure that the communication has a purpose and a benefit for the College Obtaining permission from a manager and the Marketing Department before embarking on a public campaign using social media Getting a colleague to check the content before it is published Any communications that employees make in a professional capacity through social media must not breach confidentiality, do anything that could be considered discriminatory, bullying or harassment; they must not post images that are discriminatory or offensive; or bring the College into disrepute 5.2 Social Media in Your Personal Life The College recognises that many employees make use of social media in a personal capacity. While they are not acting on behalf of the College, employees must be aware that they can damage the College if they are recognised as being one of our employees If employees do discuss their work on social media (for example, giving opinions on their specialism or the sector in which the College operates), they should include on their profile a statement along the following lines: "The views I express here are mine alone and do not necessarily reflect the views of my employer." 3

5 5.3 Social Media Standards General Online conduct i. Always inform the College Marketing Department if a College account is set up iv. Never represent yourself or the College in a false or misleading way Post meaningful, respectful comments Please never comment on anything related to legal matters v. Seek guidance before participating in social media when the topic being discussed may be considered sensitive (e.g. a crisis situation, intellectual property, a bad news story, commercially sensitive material). Please refer social media activity around sensitive topics to the Marketing Department in the first instance vi. Be smart about protecting yourself, your privacy, and the College s confidential information. What you publish is widely accessible and will be around for a long time, so consider the content carefully Groups, pages and groups i. North Warwickshire & Hinckley College has the right to closely monitor groups or affiliations North Warwickshire & Hinckley College retains the right to ownership of any online social media site profile created under its name Employees are forbidden to create an unofficial account in any social media platform on behalf of the College Group without appropriate authorisation; those detected will be reported and removed. Approval for an account can be made by contacting the Marketing Department Administrative rights and access i. The College Marketing Department keeps a detailed record of all social media accounts set up by the College, and sanctions administration rights to the team members as appropriate, following the protocols set out in these standards. Those sites managed by the Marketing Department are deemed official core marketing channels Any other profile, group or page set up by another department must inform the Marketing Department in the first instance. Ad hoc monitoring of these will be undertaken by the Marketing Department The College will not be held accountable for any errors or misjudgements caused by external sites or third party organisations or in the event of an unwarranted user gaining access to any social media platform related to the College 6. Equality Analysis 6.1 By virtue of the provisions of the Equality Act 2010, the College has a duty to have due regard to the need to: i. eliminate unlawful discrimination, harassment and victimisation and other prohibited conduct; advance equality of opportunity between people of different groups; foster good relations between people from different groups. 6.2 In implementing this document and associated procedures, the College will actively take these aims into account as part of its decision making process and will demonstrate how this has been undertaken. 4

6 6.3 Where necessary a full equality impact assessment will be undertaken. 7. Every Child Matters Commitment 7.1 In implementing this document the College will ensure that it fulfils the Every Child Matters agenda as detailed in the Government Green Paper of the same name. The College aims to ensure that all its students, whatever their background or their circumstances have the support they need to: i. be healthy; iv. stay safe; enjoy and achieve; make a positive contribution; v. achieve economic well-being. 8. Implementation, Monitoring and Review 8.1 The Marketing Department must be informed of any groups being set up. 82 Any groups set up must be done so as a private group; students must request to join or be invited. This means that all content is private and cannot be viewed by other non-group users. 8.3 The creator of the group can allocate specific members of the group (staff) admin status allowing them the ability to remove any inappropriate content. The creator of the group is ultimately responsible for monitoring content and following up adverse activity where appropriate. 8.4 Staff acting as group administrators must keep their own profile private. 8.5 If a student does not want to access information via a social media site, tutors must ensure that the information is available through an alternative means, e.g. Moodle. 8.6 Staff must adhere to the guidelines in section 5 of this document at all times. 8.7 The use of social media sites as defined above will be continuously monitored through the measures described in this document. 8.8 Due to the very rapid development of social media platforms, to remain relevant this document will be reviewed on a yearly basis. 5