Developing a social media policy
When you’re representing your organisation through social media a bit of common sense goes a long way. But when there are a few of you involved it can be useful to have to have some guidelines in place.
We don’t have an official policy at Southwark Council but these are the headline principles I share with colleagues:
Don’t get offended
Council bashing is inevitable. We can’t be offended if people don’t like us we just have to respond positively.
Be polite and sympathetic and refer people to the customer service centre if they have a problem. If they are making a complaint then point them in the direction of the complaints procedure.
Be human
Social media works best when it’s facilitating conversations between individuals rather than organisations. You need to write in a personable and conversational style but avoid the use of ‘I’. Use ‘we’ instead if possible.
Work on the basis that if another council officer took over from you then members of the public should be unaware of the change.
Be professional
Facebook users should set up a work account if they wish to represent the council online. Do you want residents to see photos from your last party? No, didn’t think so.
Setting up a work account also ensures notifications will be sent to your work email address.
It is important not to abuse the good will of people who join your cause or group by intruding on their spaces – you can easily become SPAM.
Beware of elections
Purdah is imposed roughly six before elections. During this time the council is not allowed to communicate with members of the public about any new or controversial Government initiatives (such as modernisation initiatives, administrative and legislative changes).
If are unsure in any way it is better to be safe than sorry. Ask your communications colleagues for advice.