Advertising Guidelines.indd - NSW Strategic Communications

APPENDIXSocial Media ModelGuidelinesThe NSW Government encourages the use of socialmedia technologies to enhance communication,collaboration, and information exchange in support ofNSW Government objectives.By openly sharing knowledge, best practices, andlessons learned, we can provide more effectivesolutions and efficiencies to enhance excellence in thebusiness of government.The use of social media technology follows the samestandards of professional practice and conductassociated with all communication activities in thepublic sector. Common sense and sound judgment arevital in avoiding contentious issues.Governance for social media activityAll proposals for social media activity by an agencyshould be presented in an appropriate brief for approvalby the agency’s relevant senior executive e.g. DirectorCommunications, Director General or Chief ExecutiveOfficer.The brief should highlight who will be responsible. Forinstance, responsibility for the policies and proceduresfor use of the social media channels and tools rests withthe agency’s Communications Manager; responsibilityfor implementation and evaluation of the use of thesocial media channels rests with the campaign/activitymanager.Terms and conditions of use must be establishedto ensure users of/contributors to the social mediacampaign are aware of their responsibilities not topublish offensive/unlawful/libellous content etc.Proposals should be reviewed against any existinginformation security policies, communication/social media policies and/or guidelines used by theDepartment or agency.Use of Social MediaAll use of social media technology undertaken by NSWGovernment agencies should form part of a broadercommunications strategy in line with the agreedobjectives of the department or agency. All proposalsfor social media activity would need to clearly outline:• The specific strategic objectives of the plannedactivity e.g. rationale for using the specific socialmedia tool• The planned timings, including commencement andend dates• Detailed proposals, with costings/requiredresources for the ongoing management of theactivity• Detailed plans for the regular updating of contentand ongoing moderation of comments andfeedback• The implementation approach, including testing,information security risk assessment and pilot ortrial activities.ImplementationIn addition to the information detailed above, a proposalfor commencing a programme of social media activityshould in line with an agency’s standard communicationprocedures detailing the execution of the proposal.Factors to incorporate could include:• A protocol for the approval of responses. Thisshould include reference to contentious issuesmanagement procedures within the agency such asexisting media relations procedures or policies.• Examples of information that will be pro-activelyreleased (i.e. list of comments, announcements,campaigns)• Promotion of the activity by notifyingwww.nsw.gov.au both at initiation anddecommissioning• A plan to manage issues relating to meeting therequirements of the New South Wales Privacy andPersonal Information Protection Act 1998;• A plan for the management of intellectual propertyrights, specifically in relation to user-generatedcontent.NSW Government Advertising Guidelines (August 2011) Page 11