Experimental social media channels instruction

Instruction statement

An ‘Experimental’ social media channel is one that RMIT assigns no resources to but allows staff to experiment with. Nonetheless, staff must still follow the Social Media Policy and associated procedures, including the maintenance of quality information and content for RMIT audiences. This instruction ensures that experimentation in RMIT-affiliated social media accounts is not kept online if its usefulness has been outlived.

Exclusions

Nil.

Instruction steps and actions

Instruction (including key points)

Responsibility

Timeline

1. Planning the experiment

1.1 Before applying to open a social media account on an Experimental channel, consult the RMIT Social Media Register for accounts that overlap with your area of interest or specialisation. If they exist, consider a collaboration rather than setting up a new account.

1.2 If you want to use your account for academic purposes, see the Social Media for Teaching, Research and CollaborationInstruction. For marketing, promotion and events engagement, see the Social Media at Event and Conferences and Social Media for Campaigns instructions.

1.3 Complete the Request to Open an Official Social Media Account Form available from Digital and Customer Experience Strategy. If this form is not completed, your account will not be recognised as an official RMIT presence, and therefore not added to the Social Media Register or promoted or linked to via the corporate RMIT web presence.

Practically, the form will help you to plan and define a purpose for your account by asking for a statement of purpose and technical requirements, measures of success, audience, proposed content and life cycle of the account.

Spokesperson

Before approval

2. Moderation

2.1 Make sure you have staff allocated to moderate user-generated content including comments. Follow the Moderating User Generated Content on Social Media Procedure and Moderating SocialMedia Instruction. When interacting with the student community, follow the Communications with Current (Onshore) Students Policy.

2.2 Problems or concerns regarding the use of an Experimental channel should be reported immediately to the Senior Social Media Analyst.

Spokesperson

Ongoing

3. Administrators

3.1 Determine who has administration access to your account. Keep a record of all login usernames and passwords. Share the details with your team and store them securely in case you change jobs or fall ill. Follow RMIT’s Password standard policy for the steps to be followed when choosing and storing passwords.

3.2 For accounts with a finite life, develop a plan for the account to be archived according to the Deleting and Archiving of Social Media Procedure.

Spokesperson

Ongoing

4. Posting and commenting

4.1 When posting as an RMIT staff member, follow the Spokespeople and Associates on Social Media Procedure and Communicating on Social Media Instruction for your responsibilities on social media. These documents minimise risk for the individual and RMIT by ensuring a positive, engaging experience and consistent brand representation.

4.2 Be transparent and honest. When discussing topics relevant to RMIT, you must use your real name, be clear who you are and identify your association with RMIT. If you have a vested interest in a topic you are discussing, be the first to point it out. Be smart about protecting yourself and your privacy. What you publish will be around for a long time, so consider the content carefully especially when disclosing personal details.

4.3 Note that under the Social Media Policy, staff using social media at RMIT must undergo training. See the Opening an Official Social Media Presence Procedure for more information. See also DevelopMe on the RMIT website for details on training sessions for Spokespeople and Associates at RMIT.

4.4 RMIT staff commenting (not posting) on RMIT pages must follow the following policies:

  • Acceptable Use of Information and Communications Technology Resources Policy;
  • Code of Conduct Policy;
  • Communication with Current Onshore Students Policy;
  • Electronic Communications Policy;
  • Media Policy;
  • Privacy Policy

Spokespeople and associates

Ongoing

5. Assessing the experiment

5.1 According to the Managing Movement between Experimental, Presence and Core Social Media Channels Procedure, an Experimental channel will be promoted to ‘Presence’ when audience and activity have achieved defined goals. To help with this assessment, please be prepared to communicate the following metrics to the Senior Social Media Analyst during the lifecycle of your account:

  • reports on audience activity, i.e., how often a post is commented on, or specific audience-related Google Analytics for a particular week or month;
  • an assessment on whether you would have achieved better results working with a Core social media channel (e.g., Twitter, Facebook, blogs);
  • the channel’s alignment with RMIT web objectives: student engagement and recruitment, providing information to a global audience, connecting with partners and partnerships;
  • an assessment on the suitability of the channel’s audience to RMIT objectives, and whether its Terms of Service are acceptable to the University (see the Acceptable Terms of Service Instruction)

5.2 Please also be prepared to assess the capacity of the Experimental channel to fulfill your stated goals. In particular:

    5.2.1 Does the channel meet appropriate communications, learning or teaching objectives for a particular RMIT group?

    5.2.2 Does the channel meet any of the following:

    • profile raising/ brand building;
    • interactivity;
    • consumer insights;
    • profile/brand expansion and reach;
    • enabling of creativity and innovation;
    • speed of execution;
    • lowered costs;
    • increased traffic to web presence;
    • generation of inquiries and applications

Spokespeople

Ongoing

[Next: Supporting documents and information]