Spokespeople and associates on official social media channels procedure

Procedure

Intent

This procedure outlines the responsibilities of Spokespeople and Associates in their use of social media, to minimise risk for the individual and RMIT and to ensure a positive, engaging experience and consistent brand representation.

Scope

RMIT staff members who create or manage content on RMIT University’s core, presence and experimental 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

Acting as a spokesperson on social media

1. A Spokesperson is defined as an RMIT staff member trained to publish and interact on official social media presences. Staff act as Spokespeople on Core, Presence and Experimental sites when working towards achieving the goals of the University.

An RMIT Spokesperson must:

1.1. conduct their online engagement in accordance with the Social Media Policy and supporting procedures and instructions

1.2. identify themselves as an RMIT staff member by RMIT name and official logo

1.3. not conceal their identity for the purpose of promoting or validating RMIT on a social website

1.4. refrain from posting information outside their area of expertise or knowledge, and link users to an official response or source such as a press release or university statement on the RMIT website

1.5. update and moderate content on social media in accordance with the Moderating User-Generated Content on Official Social Media Channels Procedure or instructions associated with Presence and Experimental channels.

1.6. have an understanding of social networking features and their operation, including privacy settings

1.7. have a knowledge and understanding of the Terms of Service related to the social media platforms they are interacting on

1.8. undertake compliance training on defamation, copyright and privacy

1.9. be committed to ongoing professional development to keep abreast of best practice principles and evolving trends for social media by reading articles and blog sites, attending conferences or joining groups dedicated to discussing social media concepts and challenges.


Content owner


Ongoing

Acting as an associate on social media

2. Associates are defined as extended RMIT staff who blog, post or tweet with a connection to RMIT.

An RMIT Associate must:

2.1. conduct their online engagement in accordance with the Social Media Policy and supporting procedures and instructions

2.2. identify themselves as an RMIT staff member by RMIT name

2.3. not conceal their identity for the purpose of promoting or validating RMIT on a social website

2.4. in keeping with the Media Policy, refrain from posting on RMIT policy or corporate matters unless delegated to do so

2.5. use the RMIT logo and name in accordance with the Brand (Visual Identity) Policy

2.6. update and moderate content on social media in accordance with the Moderating User-Generated Content on Official Social Media Channels Procedure.


Content owner


Ongoing

Personal presence on social media

3. When posting directly about RMIT on a personal social media presence, staff are acting in an individual capacity and not as a Spokesperson or Associate. However they must:

3.1. not conceal their identity for the purpose of promoting or validating RMIT on a social website

3.2. include a disclaimer indicating they are sharing their personal views and opinions and they are not acting in a capacity as an RMIT employee

3.3. refrain from using the RMIT name, logo, or any other RMIT brand marks or images on personal social media sites maintained

3.4. not use RMIT’s name to endorse any opinion, product, business or cause

3.5. adhere to the Code of Conduct Policy and Communication with Current Onshore Students Policy.


Content owner


Ongoing

Personal safety

4. In order to protect their personal safety and that of the community members they are interacting with, a Spokesperson or Associate should:

4.1. maintain their privacy and promote consistency of RMIT’s voice in social media by posting on social media platforms under the RMIT name

4.2. not include personally identifiable information that can be used to locate any individual without that person’s written permission

4.3. not upload, post, transmit, share, store or otherwise make publicly available any private information including addresses, phone numbers, email addresses or any other confidential personal information

4.4. not post content that could create a security risk for the Spokesperson or the University, including images of restricted access areas, information technology facilities and other confidential information.

4.5. not collect personal information of users, as per the Terms and Conditions of each social media site

4.6. regularly check the privacy settings for all social media accounts to ensure default settings have not been altered.


Content owner


Ongoing


[Next: Supporting documents and information]