Managing movement between experimental, presence and core social media channels procedure

Intent

This procedure ensures due diligence is undertaken to assess the suitability of a social media service defined as ‘Presence’ or ‘Experimental’ for adoption as an official ‘Core’ social media channel.

Scope

RMIT staff members who create or manage content on RMIT University’s social media accounts.

Exclusions

This procedure does not apply to:

  • personal social media accounts
  • social networking sites set up on Google Apps for the purpose of internal project management and collaboration

Procedure steps and actions

Procedure (including Key Points)

Responsibility

Timeline

Promotion to Core Social Media Channel

1. Core social media channels are integrated into the functionality of the main RMIT website (e.g. sharing functions). A social media channel will be promoted to a Core social media channel when:

1.1 goals for the social media channel have been defined

1.2 a minimum of two trained staff members are available to manage the account

1.3 reports on audience and activity support the resource allocation required to manage an effective social media account

1.4 there is an ongoing need for the social media channel

1.5 there is sufficient current and potential content for ongoing engagement and updates as defined by a content plan

1.6 the tool or service enables and aligns with RMIT web objectives to:

1.6.1 engage and assist with the recruitment of students
1.6.2 provide service to current students
1.6.3 provide quality information for a global audience
1.6.4 support the engagement of partners and partnerships
1.6.5 represent and support RMIT’s brand with the web presence reflecting RMIT’s position as leaders in technology and design.

1.7 the Terms of Service, as stated by each individual social media channel, are acceptable to RMIT University

1.8 the channel has achieved mainstream adoption (see section 4).


Senior Social Media Analyst


Ongoing

Acceptable Terms of Service

2. In order to be acknowledged as a Core social media channel, the Terms of Service of the social media provider must align with the University’s Social media policy, strategy and other relevant policies.


Senior Social Media Analyst


Ongoing

3. The Terms of Service for a social media platform must adhere to the following:

3.1 It does not compromise privacy, copyright, confidentiality or content as stated in the Social media policy and supporting procedures.

3.2 There is no agreement that contributions will be subject to waiving moral rights, e.g. the moral right to be identified as the author of their work.

3.3 There is no granting of extensive rights to the social media provider that enables the content, in whole or part, to be used in any form.

3.4 The service does not share or sell user information with third-party sites without permission or an opt-in feature.

3.5 The provider's policy about disclosing data satisfies RMIT’s requirements, as per Privacy Policy.

3.6 Obscene or inappropriate content is not allowed.

3.7 The service provides a ‘report abuse’ feature.

3.8 The service allows reporting of spam.

3.9 The provider enables removal of content or deletion of an account, in accordance with the Deletion and archiving of social media content procedure.

3.10 The provider enables reporting and removal of unauthorised, inappropriate, illegal or fraudulent social media accounts operating under the RMIT University name, as referred to in the Managing inappropriate/unauthorised users on social media procedure.

Senior Social Media Analyst

Ongoing

Mainstream Adoption

4. Only social media channels that have sufficient maturity can be considered for Core status. An appropriate level of maturity is achieved when:

4.1 activity has moved beyond early adopters

4.2 there is increasingly high (20-30%) growth adoption rates among RMIT’s user segments

4.3 the market has consolidated to a few well-funded key players (e.g. YouTube and Vimeo in the video space)

4.4 methodologies and best practices are emerging

4.5 a second- or third-generation version of the channel is available.


Senior Social Media Analyst


Ongoing

Criteria for a Presence Social Media Channel

5. A social media channel is defined as Presence when:

5.1 it is monitored for activity and engaged with reactively

5.2 there is at least one trained resource allocated to the management, ongoing development and moderation of the account on a part-time basis

5.3 the channel may have a niche audience that aligns with RMIT’s web objectives

5.4 content is updated on an ongoing basis.


Senior Social Media Analyst


Ongoing

Promotion to Presence Social Media Channel

6. A social media channel will be promoted to a Presence social media channel when:

6.1 a defined experimentation period has passed with insights, outcomes and findings communicated to the Social Media Forum and Senior Social Media Analyst. Refer to the Analysing and Evaluating Social Media Channels Instruction for information on how to monitor a channel’s growth and recommend it as a Presence or Core.

6.2 goals for the social media channel have been defined

6.3 at least one trained staff member is available to manage the account on a part-time basis

6.4 reports on audience and activity support the resource allocation required to manage an effective social media account

6.5 there is an ongoing need for the social media service or to prevent cyber-squatting and brand damage

6.6 the tool or service enables and aligns with RMIT web objectives to:

6.6.1 engage and assist with the recruitment of students
6.6.2 provide service to current students
6.6.3 provide quality information for a global audience
6.6.4 support the engagement of partners and partnerships
6.5.5 represent and support RMIT’s brand with the web presence reflecting RMIT’s position as leaders in technology and design.

6.7 the Terms of Service, as stated by each individual social media channel, are acceptable to RMIT University

6.8 the channel has achieved strong adoption in a niche audience.


Senior Social Media Analyst


Ongoing

Criteria for an Experimental Social Media Channel

7. A social media channel is defined as Experimental when:

7.1 it is monitored for activity and engaged with reactively

7.2 it is registered in alignment with the Social Media Policy in particular 2. Creating Social Media Accounts and Content on the Social Media Register

7.3 experimentation in a channel is approved by a line manager

7.4 the channel may have a niche audience that aligns with RMIT’s web objectives

7.5 the content may not be updated but the channel is reviewed for audience and activity. Refer to the Analysing and Evaluating Social Media Channels Instruction for information on how to monitor a channel’s growth and recommend it as Presence or Core.


Senior Social Media Analyst


Ongoing

[Next: Supporting documents and information]