SOCIAL MEDIA GUIDELINES

Transcription

1 Administrative Prcedure Appendix SOCIAL MEDIA GUIDELINES Intrductin Scial media is cmprised f pwerful cmmunicatins tls that have a significant impact n rganizatinal and prfessinal reputatins. The rapid grwth f scial media technlgies cmbined with their ease f use and pervasiveness make them attractive channels f cmmunicatin fr individuals and any type f business r rganizatin big r small. Hwever, these tls als hld the pssibility f a hst f unintended cnsequences. Because using these tls can blur the lines between persnal vice and institutinal vice, the district has cmpiled the fllwing guidelines t help clarify hw best t enhance and prtect persnal and prfessinal reputatins when using scial media and t help identify and avid ptential issues. Scial media is a categry f websites generally characterized as an interactive scial cmmunity where all cntent is cllabratively generated by users f that site. The pprtunity fr users t generate their wn cntent thrugh the uplading f materials, r the exchange, rating, and editing f existing media makes cmmunicatin multi - directinal. Rather than a cnversatin slely between tw peple, scial media cnversatins can ccur between many peple at any ne time. New scial media channels are being develped n a cntinuus basis. Current scial media examples include: Scial netwrking sites like Facebk Vide and pht sharing sites like Flickr and YuTube Micrblgging sites like Twitter Blgs, including crprate blgs, persnal blgs r blgs hsted by mainstream media utlets Frums and discussin bards including cmments r feedback sectins f mainstream media websites Wikis including Wikipedia In bth prfessinal and institutinal rles, emplyees need t fllw the same behaviural standards nline as they wuld in real life. The same laws, prfessinal expectatins, and guidelines fr interacting with students, parents/legal guardians, media and ther stakehlders apply nline as they d in the real wrld. The fllwing guidelines are examples f best practices frm varius institutins and are intended t help yu understand, frm a wide range f perspectives, the implicatins f participatin in scial media. Things t cnsider when using scial media Applicatins that allw yu t interact with thers nline (e.g. Facebk, MySpace, etc.) require careful cnsideratin t assess the implicatins f friending, linking, fllwing, liking r accepting such a request frm anther persn. Fr example, there is the ptential fr misinterpretatin f the relatinship r the ptential f sharing prtected infrmatin. Calgary Rman Cathlic Separate Schl District N. 1 April 2016 Administrative Prcedures Manual Page 1 f 10

2 Relatinships such as teacher - student and supervisr - subrdinate merit clse cnsideratin f the implicatins and the nature f the scial interactin. Please see the bundary issues and the prfessinal relatinship dcuments. Sectin 1: Prcedures fr All Scial Media Sites, Including Persnal Sites Prtect Cnfidential Infrmatin: D nt pst cnfidential infrmatin abut the district, students and their families r emplyees. Adhere t all applicable district privacy and cnfidentiality plicies. Emplyees wh share cnfidential infrmatin d s at the risk f disciplinary actin. Respect cpyright and fair use: When psting, be mindful f the cpyright and intellectual prperty rights f thers and f the district. Dn t use district lgs fr endrsements: D nt use the district lg r any ther district images r icngraphy n persnal scial media sites. D nt use the district s name t prmte a prduct, cause, r plitical party r candidate. Respect district time and prperty: District cmputers and time n the jb are reserved fr district-related business as apprved by supervisrs and in accrdance with Administrative Prcedure 140 Acceptable Emplyee Use f the Internet. Terms f service: Obey the Terms f Service f any scial media platfrm emplyed. Be authentic: Identify yur views as yur wn and be hnest abut yur identity. In persnal psts, yu may identify yurself as a district staff member. Hwever, please be clear that yu are sharing yur persnal views and are nt speaking as a frmal representative f district. If yu identify yurself as a member f the district cmmunity, ensure yur prfile and related cntent are cnsistent with hw yu wish t present yurself t clleagues. Be aware f liability: Yu are respnsible fr what yu pst n yur wn site and n the sites f thers. Individual blggers are held liable fr cmmentary deemed t be cpyright infringement, defamatry, prprietary, libelus, r bscene (as defined by the curts). Sectin 2: Institutinal Scial Media The fllwing prcedures must be adhered t if yu are psting n behalf f the district in additin t the guidelines and best practices: Ntify the district: Schls that have established r plan t establish a scial media marketing page, shuld ntify the Cmmunicatins department t ensure all institutinal scial media sites crdinate with ther district sites and their cntent. All district r schl pages must have an appinted emplyee wh is identified as being respnsible fr cntent. T ntify the Cmmunicatins department, scialmedia@cssd.ab.ca. Creating an accunt: All staff, including administratrs, wh wuld like t create a scial media page fr marketing r educatinal purpses, must cmplete the Scial Media epd curse and the Accunt Request Frm.(Frm 140-3) Calgary Rman Cathlic Separate Schl District N. 1 April 2016 Administrative Prcedures Manual Page 2 f 10

3 Scial Media accunts created fr schl marketing purpses r created fr educatinal uses within the classrm must be set up by an authrized representative f the schl. In rder t cmply with mst platfrms' terms and cnditins, and t enable the schl t assess authrized accunts, any teacher wishing t create an accunt with a scial media platfrm needs t cmplete the Accunt Request Frm (Frm 140-3), which will prvide the schl administratr with infrmatin abut such accunts, alng with the cntact infrmatin fr the individual(s) wh will be authrized by the schl t create, perate, mnitr and edit accunts n an nging basis (i.e. the Page Administratr ). Students and parents/legal guardians may nt be named as administratrs. Naming Guidelines: Naming a scial media page is very imprtant. Whenever pssible, the district is t be listed prir t r after the schl name. This helps t build an awareness f all district schls, it helps users t find relevant district schls in search results, and it prvides a cnsistency that is shwn t help build trust fr users, which lends credibility t the page. Facebk: [insert name] CCSD. Example: St. Martha CCSD Twitter: [Insert Name]_CCSD r [Insert Name]CCSD. Example: StMartha_CCSD r StStephenCCSD YuTube: CCSD_[Insert Name] r [Insert Name]_CCSD. Example: CCSD_StMartha r StMartha_CCSD NOTE : The names n accunts that have already been created need t be changed t fit the naming guidelines. The principal is t cnsider making this transitin during the summer mnths. Have a plan: Principals are t cnsider their messages, audiences and gals, as well as a strategy fr keeping infrmatin n scial media sites up - t - date. The Cmmunicatins department can assist and advise yu with yur scial media planning please cnsult the Scial Media Cntent Strategy. Cnsider carefully wh yu will "friend" r "fllw" in the scial media wrld t avid creating the impressin that the district endrses a particular individual, cause r rganizatin. Use f the District (CCSD) Lg: If yu create a scial media site, use simple graphics that represent the CCSD brand. The cmmunicatins department can prvide guidance with graphics and design. Administrative Prcedure 159 Graphic and Textual Standards fr Crprate Identity prvides infrmatin n lg permissins and standards. Link back t the District: Whenever pssible, link back t the district Internet website ( ). Ideally, psts shuld be very brief; redirecting a visitr t cntent that resides within the district website. When linking t a news article abut the district r schl, check first t see whether yu can link t a release n the district website instead f a publicatin r ther media utlet. Acknwledge wh yu are: If yu are representing the district when psting n a scial media platfrm, acknwledge this. Prtect the district s vice/views: Psts n scial media sites are t prtect and align with the district s institutinal vice by remaining prfessinal in tne and in gd taste. Calgary Rman Cathlic Separate Schl District N. 1 April 2016 Administrative Prcedures Manual Page 3 f 10

4 Sectin 3: Best Practices This sectin applies t thse psting n behalf f the district r schls, thugh the guidelines may be helpful fr anyne psting n scial media sites in any capacity. Think twice befre psting: Privacy des nt exist in the wrld f scial media. Cnsider what culd happen if a pst r picture becmes widely knwn and hw that may reflect bth n the persn psting and n the district. Search engines can turn up psts years after they are created/deleted, and cmments can be frwarded r cpied. If yu wuldn t say it at a cnference r t a member f the media, cnsider whether yu shuld pst it nline. If yu are unsure abut psting smething r respnding t a cmment, ask yur supervisr fr input r cntact the cmmunicatins department. Strive fr accuracy: Make sure that yu have all the facts befre yu pst. It s better t verify infrmatin with a surce first than t have t pst a crrectin r retractin later. Cite and link t yur surces whenever pssible. Review cntent fr grammatical and spelling errrs. Be respectful: Cntent cntributed t a scial media site culd encurage cmments r discussin f ppsing ideas. Be respectful f thers pinins and cnsider yur respnses carefully. Yu are mre likely t achieve yur gals if yu are cnstructive and respectful while discussing a bad experience r disagreeing with a cncept r a persn. Remember yur audience: Be aware that a presence in the scial media wrld is r may becme available t the public at large. This includes prspective students, current students, parents/legal guardians, clleagues and peers. Cnsider this befre publishing t ensure the pst will nt alienate, harm, r prvke any f these grups. Use f phtgraphy/vide: Phtgraphs psted n scial media sites easily can be taken and reused by visitrs. Cnsider psting images at n mre than 72 dpi r apprximately 800x600 reslutin t prtect yur intellectual prperty. Images at that size are sufficient fr viewing n the web, but nt suitable fr printing. Permissin needs t be acquired if tagging phts that identify students. Be timely: Assign an administratr r emplyee wh can regularly mnitr pstings and cntent. Aim fr standard times fr pstings and updates. The recmmended minimum frequency is nce t twice a week. But be sure nt t verlad yur updates as fllwers will stp paying attentin if yu verlad them with infrmatin. At the same time, be sure nt t neglect yur updates as fllwers will stp paying attentin t yur site. Be respnsible: What yu write is ultimately yur respnsibility. Participatin in scial media n behalf f the district r a schl is nt a right but an pprtunity, s please treat it seriusly and with respect. If yu want t participate n behalf f the district r schl, be sure t abide by its standard practice guidelines. Be transparent: If yu participate in r maintain a scial media site n behalf f the district r schl, clearly state yur rle and gals. Keep in mind that if yu are psting with a district username, ther users d nt knw yu persnally. They view what yu pst as cming frm Calgary Rman Cathlic Separate Schl District N. 1 April 2016 Administrative Prcedures Manual Page 4 f 10

5 the district. Be careful and be respectful. What yu say directly reflects n the district. Discuss with yur supervisr the circumstances in which yu are empwered t respnd directly t users and when yu may need apprval. Because f the transparency needed t build credibility in scial media, psts which are critical but nt ffensive are generally nt t be censred. Hwever, cmments that are libelus r ffensive by the standards f ur cmmunity, such as psts that are racist r bscene, r that cnsist f a "spam" advertisement are t be remved. Avid negative cmmentary abut ther schls and districts: Sharing negative pinins abut ther schls r districts is nt apprpriate. Keep cntrversial tpics ut f the cnversatin: In scial media, users are apt t pst cmments and start dialgue that has little t d with the pst in questin. If the matter in questin invlves a tpic that can easily ignite debate, avid it. D nt pst jkes: Humur is easily misinterpreted and are t be avided. Administratrs are t avid psting any kind f false r sarcastic message in jest that culd be misinterpreted as factual. Mnitr Cmments: Accunts must be mnitred and updated n an nging basis by the individual(s) that create them t enable rapid respnse t any prblems that may arise. This als ensures an engaging, interesting envirnment fr visitrs. Mst peple wh maintain scial media sites welcme cmments as it builds credibility and cmmunity. District scial media effrts are t encurage fans, fllwers, and friends t share their thughts with ne anther by cmmenting n stries, vides, links, psts, etc. within the Rules f Engagement, which are t be prminently displayed n the scial media site. Sme scial media platfrms allw yu t review and apprve cmments befre they appear as well as ntify yu when smene has psted a cmment. This allws yu t respnd in a timely manner t cmments. It als allws yu t delete spam cmments and t blck any individuals wh repeatedly pst ffensive r frivlus cmments. Please see the Respnse Guidelines t help yu evaluate hw t respnd t cmments psted whether negative r psitive. Fr questins abut the district s scial media prcedures, cntact the Cmmunicatins department at scialmedia@cssd.ab.ca. SOCIAL MEDIA GUIDELINES FOR STUDENTS 1. Scial media sites are public. What yu cntribute leaves a digital ftprint frever, usually even after it is deleted. D nt pst anything yu wuldn't want friends, parents, teachers, r a future emplyer t see. Make sure what yu pst prmtes a psitive image t the wrld. 2. Fllw the schl's cde f cnduct when writing nline. It is acceptable t disagree with smene else's pinins, hwever, d it in a respectful, cnstructive way. What is inapprpriate in the classrm is inapprpriate nline. Calgary Rman Cathlic Separate Schl District N. 1 April 2016 Administrative Prcedures Manual Page 5 f 10

6 3. Be safe nline. Never give ut persnal infrmatin, including, but nt limited t, last names, phne numbers, addresses, birthdates, and pictures. Never share yur passwrd with anyne besides yur parents/legal guardians and teachers if necessary. 4. Linking t ther websites t supprt yur thughts and ideas is recmmended. Hwever, be sure t read the entire article prir t linking t ensure that all infrmatin is apprpriate fr a schl setting. 5. D yur wn wrk! D nt use ther peple's intellectual prperty, including pictures, withut their permissin. It is a vilatin f cpyright law t cpy and paste ther's thughts withut giving credit t the authr. When paraphrasing anther's idea(s) be sure t cite yur surce with the specific web address. 6. Hw yu represent yurself nline is an extensin f yurself. D nt misrepresent yurself by using smene else's identity r a false identity. 7. Blg, wiki, and ther nline psts are t be well written. Fllw writing cnventins including prper grammar, capitalizatin, and punctuatin. If yu have permissin t edit smene else's wrk be sure it is in the spirit f imprving the writing. 8. If yu run acrss inapprpriate material, that makes yu feel uncmfrtable, r is nt respectful, tell a respnsible adult right away. 9. Cyberbullying is nt tlerated. The student handbk clearly utlines what cnstitutes cyberbullying, the actins yu are t take t dcument cyberbullying if yu feel yu are a victim, and the actins that may be taken against bullies. 10. Students wh vilate these terms and cnditins may lse their pprtunity t participate in schl activities r lse access t future use f nline tls. SOCIAL MEDIA CONTENT STRATEGY Scial media can be a cst - effective way t reach large audiences while allwing stakehlders a new way t interact with yur schl. A lt f time is usually spent n deciding which scial netwrks t jin and hw t get started, but ne f the mst difficult hurdles cmes further dwn the line. After yur presence has been established n scial media netwrks, many schls realize they are having truble sustaining mmentum. With Twitter, Facebk, LinkedIn, YuTube and blgs all cmpeting fr resurces, many schls struggle t stay n tp f it all. With the limited budgets and resurces available, it can be difficult t keep fresh cntent flwing nt yur sites, but there are ways t cpe. Belw are six cntent strategy techniques that will help yu build better relatinships and sustain mmentum. Plan ahead Apprach scial media as yu wuld any ther business decisin. Having a clearly defined plan that s aligned with ther marketing effrts and fits well with the verall business strategy will greatly increase yur chances f success. It s amazing hw many schls rush in t scial media withut a plan and withut a thrugh analysis as many think it s better t be there first than t be there in a meaningful way, and this hurts them in the lng run. Calgary Rman Cathlic Separate Schl District N. 1 April 2016 Administrative Prcedures Manual Page 6 f 10

7 Questins yu are t ask befre jumping n the bandwagn are: Des it make sense fr my schl t start using scial media? If yes, D yu have the prper resurces t make this wrk (peple t pst and manage)? Can yu handle updating yur website, Facebk and/r Twitter accunt n a regular basis? Create gals, define the scpe, and allcate resurces if yu decide t g ahead with starting scial media. Be very clear abut what yu want yur brand t be knwn fr, and dn t deviate. Once defined, share the findings with internal stakehlders within yur schl t ensure cnsistency and fcus. Lk at what yu already have Fr schls struggling t create cntent, the mst surprising revelatin is ften hw much they already have. Nt everything has t be new, r created specifically fr scial media. Start by digging. G thrugh ld prjects r yur website and catalgue everything that might be interesting. It s amazing hw much cntent already exists, and with sme minr tweaking it can becme highly sharable. Older vides, stries and reprts can tell a great stry abut a schl s histry r prgrams that have helped the schl be successful. Sharing the histry f the schl and what it prvides is ften as imprtant as where it is ging. Vide is highly sharable, and if dne well, it prvides a great way t build yur schl s reputatin and t highlight past successes. Similarly, cntent that wasn t created fr scial media can easily be mdified t be made mre sharable, easier t digest and mre interesting t yur fllwers. Create a cntent calendar In additin t ensuring cnsistency in the tne and cadence f yur scial media presence, a cntent calendar will help yu plan what t pst and when. Lk at yur schls calendar t determine what s cming up in yur schl s yu can get things ready in advance. Creating a cntent calendar is als a great way t assign wrk t peple frm acrss the rganizatin and ensure that scial media is becming an integral part f every marketing and cmmunicatins initiative. The calendar is t be a living dcument, hused where everyne wh is assigned t psting can access it and cntribute t it, but with ne persn assigned t ensure that cmpetitin fr share f the feed is srted ut in a way that best suits the schl. Create a calendar that spells ut what yu re ging t say and when yu re ging t say it. Make sure it s relevant t the audience and their lives as well as the seasn. Curate One f the mst cmpelling changes scial media has made is hw it has empwered individuals and crpratins t take a meaningful rle in news r cntent curatin. Curatin is ne f the easiest and mst resurce - effective ways t prvide valuable cntent t yur audience. Sharing timely and n - tpic articles frm trusted surces such as Alberta Educatin with yur fllwers helps build authrity and demnstrate thrugh leadership withut breaking the bank n internal cntent creatin. Calgary Rman Cathlic Separate Schl District N. 1 April 2016 Administrative Prcedures Manual Page 7 f 10

8 Third - party cntent als prvides a valuable pprtunity t spice up yur cntent calendar and prvide a break frm wned cntent. There is n tried - and - true rule fr what type f cntent mix will wrk well with yur cmmunity. Knw yur vice/audience Everything yu say n the scial web is t sund like yur schl brand. Why des smebdy fllw yu? Why d they like yu? It s because yur brand ffers them smething. Make sure yu deliver. I.e. pst ideas n hw t keep kids engaged ver the summer. Wh s ging t d all this? Scial media can be a lt f wrk, but yu may have peple n yur team wh wuld lve t take wnership f a particular cmpnent. Yu may have a staff member wh is a passinate blgger and a detail - riented cpywriter wh wuld be the perfect persn t edit yur nline cntent. By invlving a few peple frm yur team and sharing the rle f cntent creatin, yu are giving emplyees an pprtunity t wrk n smething different and a chance t learn new skills. Training will be invlved up frnt, but chances are yu already have peple wh wuld like t get their feet wet and will make the time. At the end f the day, scial media is scial. With the right strategy, training and team, it can be surprisingly easy t share the wrklad and ensure yur schl is authentically engaging n a cntinuus basis with audiences that matter. Facebk Cntent Strategy Build an active wall Encurage peple t like yur page Mnitr and participate in cmments n the wall Establish a pattern f cnsistency in yur pstings Once a day, every tw days, etc. Re - purpse cntent Pst useful interesting cntent frm varius surces regularly Use Calls t Actin Use Phts Well designed, clear calls f actin If pssible, use phts t shw hw students are succeeding in yur schl Shw events, awards, etc. Integrate ff - line marketing Twitter Cntent Strategy Other media ads and cntent Establish a pattern f cnsistency in yur tweeting Once a day, every tw days, etc. - Keep yur It s all abut them hat n when tweeting Calgary Rman Cathlic Separate Schl District N. 1 April 2016 Administrative Prcedures Manual Page 8 f 10

9 Retweet (RT) what thers have psted Fllw scial media best practices Engage: Practively in and in respnse t RTs, mentin and replies Measure which cntent resnates best with yur audience District Facebk Rules f Engagement must be psted n any page assciated with the district, a schl in the district r the fficial duties f any staff member. Rules f Engagement The gal f the district Facebk page is t share imprtant infrmatin with ur public and engage in an pen and respectful dialgue. T help us accmplish this gal we ask that yu abide by the fllwing guidelines: Engage in pen cnversatin nt persnal issues. This page is nt intended t circumvent regular cmmunicatin channels fr sharing persnal issues and cncerns. Cmments regarding a persnal issue with the district, a schl r staff member will be remved. Be respectful. Persnal attacks r cmments that are deemed ffensive t any member f ur cmmunity will nt be tlerated. Inapprpriate remarks and prfanity will be remved. Want t bst yur prduct sales? Running fr a plitical ffice? Publish a persnal Facebk page and leave urs fr sharing news and insights abut ur district, schls and activities. Stay n tpic. This is a page dedicated t the educatin f students in the district. Let s keep the cnversatin related t ur district, schls and activities. Have a questin fr a specific emplyee? Cntact them privately. Yu are nt t expect respnses t every questin r cmment psted n this page. Be aware f the missin. The missin f the district is educatin. Please ensure that yur cmments are apprpriate fr an educatinal envirnment and fans f all ages. Be factual. Blatantly inaccurate infrmatin will nt be allwed. False infrmatin will be remved and factual infrmatin will be psted. Emplyees f the district may have persnal Facebk pages. Dn t be surprised r ffended if yur request t friend them is ignred. District prcedures encurage staff t keep their persnal lives persnal. This page is yurs and we want yu t feel cmfrtable sharing yur views abut district schls r activities. Hwever, abuse f the abve guidelines can lead t remval f a specific psting r the blcking/remval frm ur fan page. Apprval Date: April 12, 2016 Calgary Rman Cathlic Separate Schl District N. 1 April 2016 Administrative Prcedures Manual Page 9 f 10

10 Calgary Rman Cathlic Separate Schl District N. 1 April 2016 Administrative Prcedures Manual Page 10 f 10