1. Introduction 1.1 The widespread use of social media, particularly social networking sites, necessitates Blackpool has a policy in place to ensure that appropriate control mechanisms exist to minimise the risks to the Council s IT and communication systems, to protect the Council and its reputation and to clarify to employees the appropriate use of social media. 1.2 It is not the intention of the Social Media Policy to restrict the use of social media websites but to maintain the integrity and reputation of the Council and its employees. 1.3 The term social media is used in a number of different ways but for the purposes of Blackpool Council Social media is defined as any electronic communications that enable people to stay in touch on line. Social media includes web and mobile based technology which are used to turn communication into interactive dialogue between organisations, communities and individuals. Social media provides support for sharing information, images and making contact with people who may share a common interest. 1.4 Social media applies to traditional websites like Facebook, Myspace, Bebo, LinkedIn, Yammer and Twitter but also includes other platforms which facilitate user conversations e.g.: You Tube, Flickr, blogs, wikis, instant messaging, Hub chat, Pinterest,vod and podcasting. 1.5 Blackpool Council recognises the value of social media for engaging with residents, service users, customers and partners. However, it is essential that when an employee who is using a social media platform can be clearly identified as a Blackpool Council employee, that he/she acts responsibly and professionally to ensure the Council s reputation and integrity is maintained at all times. 1.6 Appropriate training can be provided to ensure all employees are aware of their responsibilities under the Social Media Policy. 1.7 This document has been written based on the principles of the E-Safety Social Media Guidance that has been developed for the Blackpool Safeguarding Children and Adults Board and the Guidance for Safer working practice for Adults who work with Children and Young People. 2. Objectives of the Social Media Policy 2.1 The objectives of the policy are to: Ensure the Council s reputation for objectivity, fairness and impartiality is maintained at all times; Ensure employees are aware of their responsibilities when using social media networks; Ensure the Council s information systems are used only for legitimate business purposes; Encourage good practice in the use of social media; Page 1 of 8
Promote effective and innovative use of social media as a means of business communication; To promote the Council and the services we provide; To protect employees/vulnerable service users To enable the Council to circulate and obtain information in direct support of our activities and to support our work related functions. To ensure the Council s values and vision are adhered to 3. Links to other Council policies and procedures 3.1 The Social Media Policy must be applied in conjunction with the Council s other relevant policies and procedures, namely: Code of Conduct; The Equal Opportunities Policy; Employee User Guide to ICT Use and Security ICT Staff Monitoring Policy Communication Strategy User guide to ICT and Security Corporate Branding toolkit Grievance Procedure. Disciplinary Policy & Procedure Respecting others policy framework Whistleblowing Policy & Procedure E-Safety Social Media Guidance - Blackpool Safeguarding Children and Adults board Guidance for Safer working practice for Adults who work with Children and Young People. The list gives examples of the main HR policies and procedures but it is not exhaustive. 4. Scope of the Social Media Policy 4.1 The Social Media Policy is binding on all employees and must be adhered to at all times. The policy applies to all employees when they are using social networking sites and their use is in anyway linked to Blackpool Council, its employees, customers or partner agencies. 4.2 Examples of ways in which staff are linked to Blackpool Council when using social networking sites / internet are : Stating in their profiles that they work for Blackpool Council Stating in a discussion on line that they work for the Council. Accepting of services users in terms of safeguarding issues /and for business related issues contractors on personal social media accounts see 6.2.1 for further details Page 2 of 8
The list gives examples of how someone can be linked to the Council and is not exhaustive this will be reviewed on a regular basis to keep in line with changes in this subject matter. 5. Roles and Responsibilities 5.1 For the purpose of Blackpool Council s Social Media Policy to be effectively implemented there are a number of key stakeholders: Managers will: Support the implementation of the Social Media Policy; Ensure that the Social Media Policy is adhered to within their area(s) of responsibility; Issue members of their team with a copy of the Social Media Policy Ensure that employees participate in appropriate training and development activities in relation to IT and social media networks; Employees will: Abide by the requirements of the Social Media Policy; If in doubt, seek advice from the Council s Communications Team, prior to posting information on any social media platform; Participate in appropriate training and development activities in relation to IT and social media networks; Consider either instigating a whistleblowing complaint or inform their manager if they become aware of a posting on a social media site which may contravene the Council s Code of Conduct. 6. Guidelines for using Social Media 6.1 The Council respects an employee s right to a private life and the Social Media Policy does not wish to discourage, nor unduly limit, an employee s personal expression or online activities. However, employees must be aware that social networking sites are a public forum and should not assume that entries on a website will remain private. If an employee chooses to access social networking sites and/or other online forums, blogs etc, either inside or outside of work, he/she must do so in a responsible and appropriate manner and exercise judgement at all times in line with the Council s ICT policies and the Code of Conduct. An employee will be personally responsible for the content of information posted, in a personal capacity, on any form of social media platform. 6.1.1 The internet service provided by Blackpool Council in the workplace is for business use only and employees have no general right in law to use social networking sites for personal use during working hours. The use of social networking sites on personal equipment must be done in an employee s own time e.g. lunch break. It is noted that the use of Council s communication equipment is permitted by Page 3 of 8
employees to enable them to make essential domestic and personal arrangements during working hours. The types of arrangements which employees are likely to have during working hours are those related to: care of dependents, education /care of children, healthcare arrangements, obtaining goods /services where contact can only be made during office hours, changes of working arrangements, car repairs/maintenance /services /MOT tests and household emergencies. 6.2 As information posted on social media networks can be quickly and widely disseminated, control over posted information can be rapidly lost which makes it difficult to retrieve an inaccurate message once it has been sent. Employees need to bear in mind the types of information they post and check the content before it is posted both for accuracy and to ensure it meets the requirements of the Council s Social Media Policy.: To this end employees must consider the following points when accessing social media accounts either for business or private use to ensure that there is no contravention of Council policies and procedures as outlined in Section 3.1. (i) Refrain from speaking in an official capacity on behalf of the Council unless authorised to do so in writing. (ii) If an employee chooses to comment openly on any aspect of Council business, or Council policy, they should include a disclaimer that the views expressed are his/her own and not those of Blackpool Council. If in doubt an employee should seek advice first from the Council s Communication Team. (iii) t make any comment, or post any material including posting pictures/and or videos, which may otherwise cause damage to the Council s reputation or bring the Council into disrepute; including publicly criticizing the School /Service or put at risk any vulnerable service users etc. (iv) t post information which could constitute contempt of court, a breach of copyright, a breach of the Data Protection Act, the Human Rights Act, the Freedom of Information Act or the Regulation of Investigatory Powers Act; (v) t post or respond approvingly to material that is offensive, obscene, defamatory derogatory, threatening, harassing, bullying, discriminatory, racist, sexist or is otherwise unlawful; (vi) t use or disclose any confidential, personal, secure or protected information (including images) obtained in their capacity as an employee of Blackpool Council ; (vii) t interact on websites which could damage working relationships with colleagues, councillors, partners, customers or service users. (viii) Remain aware of their professional boundaries when using social networking sites. 6.2.1 Roles working with clients, adults at risk and young people. Those working directly with clients, vulnerable adults and young people must not interact with them on a personal basis via social media sites e.g. including them as a friend or contact, unless they have declared a genuine personal interest and have a written agreement by their Head of Service to do so e.g. having a family member as a friend in a school or residential setting that they are working with or Page 4 of 8
associated with. This is to ensure that employees and clients are protected from any misunderstandings or allegations of wrongdoing. Employees in these areas are referred to in guidelines issued by Government s responsible for their profession. E.g. Guidance for Safer Working Practices for adults who work with children and Young people. In addition guidance may also be available from professional associations. In any event, employees working in theses capacities would be expected to continue to adhere to the professional codes of conduct at all times when communicating with clients in terms of content and appropriateness of media used. 6.3 Using Social Media for Council Business Contact the ICT service before setting up a social networking tool/ account for a business reason Obtain approval from the Council s Communication team before setting up a specific business account on a social network or internet platform on behalf of a Council function/service. For further guidance in setting up a business social media account - Please see Appendix A. Obtain Chief Officer approval and contact IT to unblock specific social media sites, if there is a specific job role requirement/ business reason to access social media sites during works time. 6.4 Failure to abide by the requirements of the Social Media Policy could result in disciplinary action being taken against an employee in accordance with Blackpool Council s Disciplinary Procedure. 7. Monitoring 7.1 In order to protect its legitimate business interests and reputational interests the Council reserves the right to monitor e-mails, internet usage and electronic communication in line with ICT Policies and the obligations contained within related legislation ( Data protection Act, Human Rights Act, Freedom of Information Act, Regulation of Investigatory Powers Act and the Privacy and Electronic Communications Regulations). This will only be implemented in a proportionate way to facilitate a business requirement. 8. Posting Inappropriate Material 8.1 If an employee is found to have posted material in clear breach of this policy he/she will be required to assist in ensuring such material is removed without delay. Failure to assist could lead to disciplinary action being taken in accordance with Blackpool Council s Disciplinary Procedure. In addition the act of posting inappropriate material could itself lead to disciplinary action. Page 5 of 8
9. Protecting against identity theft and security 9.1 Employees are advised of the need to be security conscious and take steps to protect themselves from identity theft eg: by restricting the amount of personal information posted online, and restricting access to social networking sites by keeping passwords secure be cautious when installing the external applications that work with the social networking site. Examples of these sites are calendar programs and games Run updated malware protection to avoid infections of spyware and adware that social networking sites might place on your computer. Be careful not to fall for phishing scams that arrive via email or on your wall, providing a link for you to click, leading to a fake login page. The list gives examples but is not exhaustive. 9.2 Employees who have access to laptops or other mobile information equipment are responsible for the safety and security of equipment when it is in their possession. For further information please refer to the Employee User Guide to ICT Use and Security. 10. Respecting others 10.1 All employees of Blackpool Council are expected to treat colleagues with dignity and respect in accordance with the Council s values and Code of Conduct. 10.2 An employee subject to workplace harassment and/or bullying via the internet or a social media network often referred to as cyber-bullying, will have recourse to the appropriate HR policy e.g. Respecting others policy framework. 11. Monitoring and Review 11.1 Blackpool Council is responsible for the effective implementation of the Social Media Policy and for ensuring it is regularly reviewed. 11.2 Recognising the social media environment is a fast changing area the Council will monitor and review the use of social media networks and may modify the Social Media Policy should the status of particular social media sites change eg: introduction of charges, changes to the content of a site(s) or changes to terms of use etc Page 6 of 8
Appendix A Using social media as a business tool If there is an identified business need the Communications team will support services in developing their own social media presence. The Communications team will explore how best to provide support: 1. Can the service / initiative be supported by the corporate profiles either through a group, discussion forum or, in the case of Twitter, a unique hashtag or reference? If so, then does the service need its own profile or page? 2. Do you understand and have the resources available to undertake your activity and to maintain an effectively monitored profile on your chosen social media site? 3. Can you demonstrate a real business need to undertake this activity? Which business objectives are you contributing to? 4. What are you hoping to achieve? For example, if you are inviting public responses then think through how you will make use of the results and how this fits in with other forms of consultation. Ask yourself is social media appropriate for this activity? 5. How are you going to evaluate / assess this activity and its success? 6. Have you taken into account equality and accessibility issues when undertaking this activity? You should also be aware that you may attract media interest in yourself or the organisation, so proceed with care whether you are participating in a business or a personal capacity. If you have any doubts, take advice from your line manager and/or the Communications team. Used well social media is a great engagement tool and is capable of generating interest and raising the profile of council services. But it can just as easily go wrong if not managed appropriately. Therefore, it is essential that all social media updates need to adhere to corporate guidance: Complies with the guidance within the Corporate Branding Toolkit including the correct Blackpool Council logo Updates should be professional even though they may be chatty in style to reflect the channel. Always remember that you are an ambassador for the organisation. Anything you publish will reflect directly on the council as a whole. Add value. Provide worthwhile information and perspective. Follow rules governing staff conduct such as the Equality and Diversity policies and comply with the communication strategy. As in all publishing, you should be aware of issues such as libel, defamation and slander. Never share confidential or sensitive information. Follow the Information Security Policy. You have a unique inside track so be aware of the rules on data protection and financial regulations. Assess any risks and ensure you have plans in place to manage and mitigate them. Ensure you understand the risks around vulnerable service users including young people / adults at risk accessing your social media outlet and adhere to the appropriate policies in Children and Adult related services Page 7 of 8
o If your department does not regularly deal with children / adults at risk and there is a risk of these groups accessing your social media outlet (e.g. Bebo) seek guidance from the appropriate Respect your target audience, thinking about their specific needs and be aware of any language, cultural or other sensitivities you may need to take account of. Any information, report or conversation that is not already in the public domain should only be published with the relevant permission. Do not cite or reference customers, partners or suppliers without their approval. Respect copyright when linking to images or other online material. Make sure you have a plan for how you intend to monitor and evaluate the success of your activity. Page 8 of 8