Vale of Glamorgan Council Social Media Strategy

Vale of Glamorgan Council Social Media Strategy 1

Contents Page 1. Introduction 3 2. Aims and objectives 4 3. Audience 4 4. Internal communications 5 5. Channel Strategy 5 6. Facebook 6 7. Twitter 7 8. Location-based services 7 9. Professional sites (LinkedIn, Yammer, communities and forums) 7 10. Blogs 8 11. Photos, videos and enhanced media 8 12. Actions 8 13. Evaluation 8 14. Review 9 Appendix 1: Action plan 2011-2012 Appendix 2: Vale of Glamorgan Council Social Media Policy 2011 Appendix 3: Social Media access application form 2

1. Introduction 1.1 Social media is a term given to online media/websites that are based on user participation and user-generated content. An ever-growing area, it can be classified into the main areas of social networking, blogs, wikis, podcasts, forums and social bookmarking; however this list is not definitive. 1.2 Social media is becoming an essential part of every organisation s communications and customer service approach our audience expects a presence on these platforms in the same way they expect companies to have websites. If we don t embrace the use of social media we risk losing the opportunity to present the council as an industry leader and we will lose the chance to capitalise on the communication and efficiency opportunities offered by social media channels. 1.3 The Vale of Glamorgan Council is committed to communicating with its residents in a professional, transparent and honest way. It endeavours to make its communications two-way, encouraging residents to share their views and in turn listening to its residents opinions. 1.4 This strategy is intended to complement the aims of the corporate External Communications Strategy and shares many of its aims and objectives. It also forms an integral part of the corporate Channel Strategy 2010 as well as supporting the objectives of the Customer Service Strategy 2010 13. Social media lends itself to improving both communications and customer relations. 1.5 The potential audience accessible through the use of social media is unlimited. Statistics from Twitter report that the site averages almost 40 million tweets per day. In the UK alone Facebook has around 23 million users, close to one in three of the population. 1.6 The council s public opinion survey 2009 found that 58% of respondents currently use the internet and 99% of this group has access to broadband. Of this group, 35% said that they had visited the council s website and 60% use Facebook. 1.7 Mobile web usage (accessing the Internet from a mobile phone) is growing in popularity. In February 2010 Facebook dominated mobile Internet usage, accounting for nearly half the time people using mobile Internet spent online (GSMA data); while sales of smart phones increased by 80% during 2010 according to research firm Canalys. 3

1.8 A Social Media Policy has been drafted to accompany this strategy and sets out guidance for staff on using social media for work purposes. All staff intending to use social media as a council communications tool will need to sign up to the policy before being provided with access to workrelated social media sites by the ICT department. 2. Aims and objectives 2.1 This strategy aims to: develop a successful two-way communication channel with stakeholders promote transparency and willingness to communicate share information regularly and engage with residents in order to increase a sense of value present the council as forward-thinking and improve its reputation. 2.2 This strategy s objectives are to: create a two-way relationship with our audiences by developing the council s presence on various social media platforms provide easy, innovative and forward-thinking options for residents to engage with the council and its services increase knowledge of the council s services through social media improve the public s perception of the council and its services improve overall satisfaction with the council increase traffic to the council s website (www.valeofglamorgan.gov.uk and www.bromorgannwg.gov.uk ). increase use of self-service options for customers accessing council services contribute to the delivery of efficiency savings by contributing to the migration of residents to the lowest cost and most appropriate contact channel for their enquiry. 2.3 The council s key messages will underpin our social media messages: The council offers a large range of services The council is a customer focused and accountable organisation The council is an improving council with high performing areas, which offers value for money services. 3. Audience 3.1 Social media widens our potential audience beyond the Vale of Glamorgan. However, our priority in the first instance is to promote information on our services to our stakeholders, who are categorised as follows: 4

Residents of the Vale of Glamorgan Partner organisations Business sectors (for example traders, SMEs, business support agencies) Council staff Investors Public sector (such as other local authorities, WLGA, assembly sponsored public bodies) Political (AMs, MPs, MEPs) Visitors (including tourists and potential relocators / residents) Suppliers 3.2 Social media also provides us with a potentially global audience which can be particularly useful in terms of tourism and promoting the council on a wider scale. 3.3 Younger audiences typically difficult to reach for councils - are regular users of social media, particularly social networking sites. Ofcom s annual Communications Market Report highlights that 16-25 year olds spend on average nine and a half hours of their waking day using media, with social media accounting for a quarter of online use. 3.4 The majority of social media users are 16-36 but older people are increasingly signing up for services (Ofcom report, August 2010). 4. Internal communications 4.1 This strategy is in line with the current ICT code of conduct, under which staff are not permitted to use the Internet, including social media sites, during working hours for personal use. 4.2 In order to provide a way of regularly reaching staff without computer access at work, the establishment of a private Facebook group will be investigated. Staff would be able to access the Facebook group from home and from their mobiles. Key council information would be posted regularly and staff would have the opportunity to discuss issues. Access will be for staff only and the group will be monitored by the communications team. 5. Channel Strategy 5.1 The council s Channel Strategy reviews all the ways that residents can request services in an effort to provide the best and most cost effective service to customers. The communications channels include: Website Face to face Post 5

Text messaging Telephone Email Digi TV 5.2 The Channel Strategy aims to encourage channel shift, in particular to the council s website due to the lower cost of communication via this medium compared to other channels. 5.3 Social Media has been accepted as an additional strand of the Channel Strategy and will be reviewed alongside the existing methods. 5.4 The council provides information to residents via digital television, provided through the Looking Local service. The council s Twitter feed updates are available through this platform and residents are able to read a selection of latest tweets. This service is also available through Nintendo Wii and mobile phones. 5.5 Social media, in the context of the Channel Strategy, will focus on informing residents of the various ways they can communicate with the council, with particular emphasis on shift to the website. In addition it will be used to proactively inform our audiences of critical information and advice during times of emergency such as severe weather conditions, including snow and flooding. 6. Facebook 6.1 Facebook still remains the most popular social networking site, with the highest worldwide level of users (500 million). 6.2 The council currently has three Facebook pages: Vale of Glamorgan Life Art Central, Barry Vale Family Information Service 6.3 Vale of Glamorgan Life has been set up as a community page. As part of this strategy it will be developed further with the council s partners to enhance content and encourage residents to engage. 6.4 The Art Central page will continue to update residents on latest exhibitions at the gallery, events and provide a place for fans to share photographs and experiences. 6.5 Further Facebook accounts for specific council areas will be investigated and developed as outlined in the council s social media policy. 6.6 We will investigate setting up a Customer Services Facebook page to complement current services and provide an additional communications channel. 6

7. Twitter 7.1 Twitter (114 million users worldwide) is a micro-blogging site where content is limited to updates of 140 characters or less. It has become a valuable communications tool, particularly for emergency situations. 7.2 The council currently runs two Twitter accounts: VOGCouncil (corporate account) VOGCtransport (public transport updates) 7.3 The corporate Twitter feed is used to promote council services and news, with the aim of better informing residents. The council s Twitter account will continue to be used during emergency situations, such as adverse weather, to disperse information quickly to local sources. 7.4 New Twitter accounts for specific council areas will be investigated and where appropriate developed as outlined in the council s social media policy. We will investigate establishing a Customer Services Twitter account to complement current services. 8. Location-based services 8.1 Location-based services are becoming increasingly popular, particularly within the private sector. The programmes offer the ability to virtually check-in at locations using services offered on smart phones. Those who check in most regularly can be rewarded with titles and, in some cases, incentives such as free products. Local government is now beginning to develop its presence on these sites by offering check in incentives at council locations. 8.2 We will investigate the use of location-based online services, the most popular of these being FourSquare and Gowalla. Council areas that would most benefit from using these types of social media include tourism, leisure centres and libraries. 9. Professional sites (LinkedIn, Yammer, communities and forums) 9.1 Access to professional community groups, networking sites and forums, including LinkedIn and Yammer, will be considered under the social media policy. 10. Blogs 10.1 Blogs (an abbreviated name for web logs) can be a useful medium for councils. However, consideration must be given to the time that will need to be invested (blogs need to be updated regularly) and the relevance, sensitivity and authorisation of content. 11. Photos, videos and enhanced content 11.1 Visual media, including photo galleries and video clips, enhance the audience experience. The communications team regularly commissions 7

photography to accompany press materials and these can be used to full effect by uploading them to photo hosting websites. Equally, videos can allow our audience to see inside our buildings, learn about how we do things and see footage of events that have happened. 11.2 A Flickr account, www.flickr.com/valeofglamorgancouncil, has been created where images that are copyright to the council can be displayed. All images are listed as All Rights Reserved and should not be copied or distributed without permission from the communications team. 11.3 The communications team currently films a selection of short video clips for use on the council website. Where possible web content will be enhanced through inclusion of instructional videos, virtual tours and interviews. 11.4 A corporate YouTube account will be created to store all video content. 12. Actions 12.1 The actions needed to progress this strategy are listed in the attached action plan (appendix 1) 12.2 A social media policy is attached at appendix 2 which will form the main point of information for staff using social media inside and outside work. 12.3 Actions aspire to fulfil the aims and objectives of this strategy and complement the aims of the external communications strategy and the channel strategy. 13. Evaluation 13.1 Evaluation of social media in a traditional sense is difficult due to the differing natures of platforms and tools on offer and no single way has been adopted yet. The options listed below are regularly cited by those working in social media as reliable methods. However, should a more suitable alternative appear then that will be adopted. 13.2 Social media aggregators (Hootsuite, Google Reader) will be used to track and monitor activity relating to the council across social media platforms. These will also be used to track: popularity across the various accounts in the form of follower numbers how much traffic is being directed to our website whether social media is contributing to better customer ratings or reviews how much traffic is being directed to self-service options on the council s website 8

13.3 Follower counts on Twitter and Facebook will be monitored regularly to determine increases/decreases and fluctuation. 13.4 Statistics on post impressions, popularity and engagement will also be measured regularly through the inbuilt Facebook Insights programme. Information on user age/gender is also available for further analysis. 13.5 The Klout website, www.klout.com, will be checked regularly to monitor the council s influence and reach on Twitter; while www.councilmonitor.com provides monthly social media rankings for local councils. 14. Review 14.1 In order to keep up with developments in social media, this strategy will be reviewed every six months in the first year and annually thereafter, and will be reviewed as part of the Channel Strategy. 9

Action no. Action 1. Publicise new social media policy and implementation procedure on the Staffnet and in Core Brief 2. Implement new approval scheme. Then withdraw access from officers who have not applied for approval under the new scheme. 3. Provide training and/or guidance to all those approved for use of social media. 4. Investigate how customer relations could be improved by using Twitter. Lead officer/team Resources Target date for achievement Proposed outcomes AC 1 day per month Ongoing Staff are aware of the new policy and request permissions through appropriate channel. NW 1 day ICT September 2011 Staff have access to appropriate channels. AC As required. Ongoing Those with permission to use social media use it in line with policy and understand the risks and requirements. AC/TC 1 day Ongoing Improved communication with customers providing immediate online information, so improving customer service. Risks Message does not reach all staff. Creates confusion over how to gain access/why access has been removed. Staff dissatisfaction when access is withdrawn leading to complaints. Staff attempt to use social media without awareness. Potential damage to council s reputation. Residents do not receive full customer service benefits from council Twitter presence. 10

5. Investigate the development of relevant Facebook/Twitter pages for council services, such as tourism, carers, waste management, libraries. 6. Monitor the council s social media presence. 7. Investigate use of locationbased technology to promote council services/incentive schemes. 8. Investigate the introduction of a private staff Facebook page 9. Continue development of the corporate Facebook pages, Vale of Glamorgan Life and Art Central. Officers from relevant service areas/ AC 0.5 days for each service area. Ongoing Residents access more specific information on council areas. Increased engagement. AC 0.5 day per week. Ongoing Council highlights positive feedback to others, follows up negative comments and tackles problems raised. Officers from relevant service areas/ AC Max two days per month for research; reassess time required for maintenance if implemented. Ongoing Ability to promote and direct customers to specific services, increases interest and engagement. AC 0.5 day per week Ongoing Council has additional platform to publicise important staff messages to those who can t access computers during working hours. AC 0.5 day per week Ongoing Residents develop new relationship with the council resulting in reputation and Council services miss opportunity to communicate with customers. Negative feedback is not dealt with leading to potential reputational damage. Council services miss out on opportunity to become market leader in this area. Council s internal messages don t reach all staff. Residents lose interest as posts are not frequent 11

10. Manage corporate Twitter feed and continue to provide information of interest to residents. 11. Add content to council Flickr account. 12. Develop video footage on council website and YouTube. value increase. AC 0.5 day per week Ongoing Influence and number of followers increases, improving communication. AC 1 hour per week Ongoing Residents can engage with the council through sharing and commenting on images. Provides opportunity to promote council events. AC 1 hour per week Ongoing Council website is less static and more interesting for visitors. enough. Loss of followers and reputation. Residents lose interest as posts are not frequent enough. Loss of followers and reputation. Council website looks dated. 12

Vale of Glamorgan Council Social Media Policy For Council Staff 13

1. Introduction 1.1. Social media is a term given to online media/websites that are based on user participation and user-generated content. It can be categorised into the main areas of blogs, social networks, forums, wikis, online communities and podcasts. 1.2. The Vale of Glamorgan Council is committed to communicating with its residents in a professional, transparent and honest way. It endeavours to make its communication a two-way process, encouraging residents to share their views and listening to its residents opinions. The use of social media as a communications and customer relations tool is encouraged. 1.3. The council s approach to social media and its development is outlined in the corporate Social Media Strategy. 1.4. The council respects the legal rights of employees and, by and large, what you do on your own time is your concern. However, actions in or outside work that affect your work performance, the work of others, or the council's interests are a suitable focus for council policy. 1.5. This policy covers employee responsibilities when using social media either for personal or professional use. 2. Using social media outside work 2.1 When creating a profile on a social media platform, bear in mind that if you state that you work for the council then you are declaring yourself a representative and you must act appropriately. The image you project could have a negative impact on the council and its reputation. 2.2 Consider using a disclaimer. When using social media you must make it clear that you are not speaking on behalf of the council. Avoid using council email addresses, the council logo or other council identification on personal accounts. Where possible, use a standard disclaimer such as: Please note that these are my personal views, not my employer s. This should be displayed clearly on your profile. 2.3 Think carefully before you type. Writing negative or critical posts about the council can be damaging so use discretion at all times. If you are unsure whether your content may compromise the council in any way, speak with your line manager first. 2.4 Remember who your audience is. You are potentially connected to other council staff, councillors and Vale residents through social media, 14

as well as the rest of the world. Make sure the image you project is consistent with your position in the council. 2.5 Be aware of your obligations to other council policies such as data protection and the code of conduct don t reveal or discuss confidential information or anything that could be damaging to your employer. 2.6 If a member of the press or media tries to make contact with you about a matter relating to your work or the council, please speak with the communications manager first before responding. 2.7 Be nice treat others on social media as you would in real life. Negative comments won t do you or the council any good and are never appropriate. 2.8 If in any doubt, check with the communications manager. 3. Using social media as a communication tool at work 3.1 Social media provides a unique opportunity for the council to participate in conversations, share information and promote its services on a local and global scale. 3.2 The council encourages two-way conversation with others, including residents, other organisations, businesses and stakeholders, where relevant and appropriate. This supports the aims of the council s external communications strategy and the channel strategy and contributes to the council s aim of openness and increasing transparency. 3.3 The council encourages its employees to use social media to highlight and promote the work of service areas; however each user must understand what is expected, recommended and required when discussing council-related topics. Employees should not use social media for Vale of Glamorgan Council business without appropriate authorisation. Any council employee wishing to use social media to communicate on behalf of the Vale of Glamorgan Council, council services or partnerships whereby the council leads must first get permission from their operational manager/head of service. They must then present a business case (completed using the agreed application form) to the communications manager, who will consider the business case for access and decide, in conjunction with the relevant OM, what permissions are needed. 15

4 Guidance for employees using social media for council business 4.1 Do not use without training. Do not use any form of social media until you have received appropriate training and are listed as an official authorised user with the communications team. If you re given permission to use social media for work purposes, don t then abuse it for personal reasons. The ICT department can and will check the use of social media. As set out in the ICT code of conduct, misuse can lead to dismissal. 4.2 Abide by council codes. The same codes apply to online activity as do in your general working life. Users must be aware of, and abide by, the ICT Code of Practice and the Code of Conduct. 4.3 Follow copyright and data protection laws. Laws such as libel, defamation, copyright and data protection all apply online. For the council s protection, as well as your own, it s imperative that you conduct your behaviour appropriately. If writing on internal/sensitive council matters, seek permission before publishing. If you share content created by others, for example photographs or videos, always get written permission. If you don t know who created the media then you must not use it it might be liable to copyright. It s vital that officers understand data protection and the importance of not revealing personal data. The definition of personal data is a wide field, but in the main part consists of information that can lead to the identification of others directly, or if linked with other information. You should never post information that could potentially identify others. If you were found guilty of breaching the data protection act you, and the council, could face a hefty fine. 4.4 Be aware of the longevity of information online. Be aware that all information that you publish on the Internet has the potential to be viewed forever. 4.5 Exercise caution when using applications. Some applications on social networking sites such as Twitter and Facebook (such as widgets) require you to confirm access to your account. These applications often have a disclaimer that states they can access your account and post on your behalf this often manifests in auto-updates when using the applications and can often be misconstrued as advertising. Please refrain from using these. 16

4.6 Be open about who you are. If you are blogging, contributing to sites or forums, or creating multimedia content on behalf of the council then you re encouraged to be clear about who you are, use your real name, and identify that you work for the council. However, be careful not to reveal too much information. Sharing some details of your life can help you to build a relationship with your followers, but it can also put you at risk of identity theft. It might seem obvious, but never give out address, financial or other personal details. 4.7 Deal with offensive comments quickly and sensitively. If an offensive, threatening or libellous comment is posted then you have the right to remove it, however do leave an explanation as to why you have done so. 4.8 Deal with persistent complainants publicly. The purpose of social media is to discuss opinions and encourage two-way conversations, however not everyone will always agree. You may encounter persistent complainants who use social media to highlight what they feel is a personal issue or injustice. Always speak with your line manager or the communications manager before responding. Make the effort to speak with the person publicly at first offer them a chance to share their concerns so that your other followers can see that you re willing to offer help. Make sure you follow up on your promises. If the situation doesn t improve please speak with the communications manager for further advice. Always be courteous in everything you write in any social media forum just as you would in a letter. The council s policy on dealing with persistent or unreasonable complainants can be found on the Staffnet. 4.9 Make sure what you post is factual and be honest and upfront about your mistakes. Before posting any information, make sure that it s factual, correct and truthful. If you post something in error and choose to delete it then be honest and admit why you ve done so. If editing a blog post be clear that the latest version has been amended. Remember, you ultimately have responsibility over what you ve published so make sure you get it right. If you have any concerns then speak with your line manager or the communications manager first. 4.10 Remember your day job. Social media presents a fantastic opportunity for service areas to develop close relationships with the public; however it is always an addition to your current role. You must manage it within your current job role and not allow it to impact on the requirements of your daily role. Please remember that staff s internet activity is logged and can be monitored. 17

4.11 Further information on writing for the web and online media is available on the Staffnet. Hard copies can be requested from the communications team. 18

Vale of Glamorgan Council Social Media Access Application Form If you wish to use social media for council purposes then you must first gain the permission of your operational manager / head of service and then request access from the communications manager. Social media should be considered part of your service area s overall communications plan. You must complete this form to gain access to social media sites. If you intend to create a council social media presence (for example a Facebook account or Twitter feed for your service area), you must also attach a business case explaining your objectives, target audience and outcomes. Before applying, consider whether social media is really the best option for your service area. Contact the council s communications manager if you would like further advice. The business case should include: which sites you want to access why you wish to access the sites what message(s) you want to communicate target audience(s) your aims and objectives the cost to the council of managing your social media (staff time) and the return on investment what other channels you will use to support and promote your use of social media and what other channels you are using to communicate your message who will be able to access and/or edit the information (including cover for leave/sickness absence) who will be the primary moderator for this account 19

The council s Social Media Policy, which includes full guidance for staff, is available on the Staffnet. Please remember: You are responsible for what you post. If you are declaring yourself a council employee or using an @valeofglamorgan.gov.uk email account to register, bear in mind that as a representative of the council you must regard all communication through that channel as you would in your professional capacity. If you break the law, for instance by posting defamatory comments, illegal content or by breaching the data protection act, you will be held responsible and may be subject to disciplinary action. If you are contacted by a member of the press about content you have posted on a social network or blog, then contact the communications manager in the first instance and they will advise you on how to proceed. All information is subject to the Freedom of Information Act. Remember that any information posted online can be used or referenced by others. I confirm that I have read and accept the conditions of the council s Social Media Policy. Where appropriate I have enclosed a business case which fulfils the requirements outlined above. Name of social media site(s) to be accessed: Reason: Name of officer: Signed: Operational manager / head of service Name: Signed: Communications Manager: 20