Deleting and archiving of social media content procedure

Procedure

Intent and objectives

This procedure ensures RMIT’s social media presence remains current and compelling by reviewing and actioning inactive and expired social media accounts and profiles.

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 (including Key Points)

Responsibility

Timeline

Review and Actioning of Inactive Social Media Accounts

1. Instances of inactive social media accounts are to be reported to the Senior Social Media Analyst.

2. Inactive social media accounts will be monitored and reviewed by the Senior Social Media Analyst and appropriate action taken. Options for actioning inactive social media accounts include:

a) decommissioning the social media channel by deleting the account

b) transferring the social media account ownership to a relevant RMIT Spokesperson

c) migrating and merging the account with an existing RMIT social media account

d) temporarily deactivating the account for later use, where deactivation functionality is provided by the social media platform.

3. A Social Media Register is maintained by Digital and Customer Experience Strategy to record instances of RMIT social media accounts and their administrator contact details, for ongoing review.

Senior Social Media Analyst

Ongoing

Closure of a Social Media Account

A social media account can be closed down by the Senior Social Media Analyst if any of the following conditions apply:

a) an account owner or contact cannot be established within RMIT

b) there is no current or future intention to take over the account by another RMIT Spokesperson

c) continued visibility of the account has a negative impact on the RMIT reputation

d) audience numbers are low, with no evidence of a niche interest group

e) there is a low level of interaction by the audience

f) there are indications or knowledge users have moved on to another social media channel

g) the account appears to have been abandoned, with no recent activity by users or account owners

h) there is no evidence the account operates on a cyclical basis and there is no intention to resurrect the account for future use.

2.A social media account on an experimental social media channel may be closed down by the Senior Social Media Analyst if any of the following conditions apply:

a) the trial period has expired and it has been determined that the audience size and engagement do not warrant investment by University resources

b) the tools and features of the social media network do not align with key communication, learning and teaching or innovation objectives

c) there is no ongoing need for the service and its use has been superseded by another social media service or tool

d) the Terms of Use for the social media service are not acceptable and contravene RMIT’s stance on copyright, privacy or other provisions for appropriate use as stated in the Social Media Policy.

Upon determination that a social media account is to be closed down, the Senior Social Media Analyst will archive and delete the content in accordance with the Deleting and Archiving of Web Content Procedure.

Senior Social Media Analyst

Social Media Account Hand Over

1. Upon conclusion of social media account activity for a defined or time-specific course or event, the account holder is required to hand over the account to an alternate owner.

2. If there is no intention to continue updating the content in the short term, the account owner should temporarily deactivate the social media account for later use, where deactivation functionality is provided by the social media platform.

3. Where an alternate owner has not been determined, the current account owner is to advise the Senior Social Media Analyst.

4. The Senior Social Media Analyst will make record of the account owner status in the Social Media Register for monitoring and further action.

Account Holder

Senior Social Media Analyst

Archiving social media for regulatory requirements

1. Social media content must be recorded and archived when a social media transaction:

a) is required to support a legal, compliance or regulatory request or defence

b) relates to a distressed user

c) relates to a crisis on campus

d) relates to a breach in Social Media Policy, with potential legal liability stemming from the misuse of social media.

1.1 During the planning of content creation within the RMIT web presence, the Web Manager should assess the archival value against the following criteria:

1.1.1 Business value needs to be archived in a records management system.

1.1.2 Historical value may need to be archived in a records management system.

1.1.3 No archival value where archiving is not required.

Web Manager

Ongoing

The following table provides examples of the archiving criteria for different categories of content:

Value of Content

Archiving Requirement

Examples

Business value

Must be archived

  • Policies, procedures, guidelines
  • Forms
  • Strategies, plans, frameworks
  • Reports
  • Memos

Historical value

Can be archived

  • Organisation charts/staff listing pages
  • Student profiles/alumni profiles
  • News inside and outside of RMIT News, newsletters
  • School overview pages
  • Other summary information about RMIT
  • Conference overviews and papers

Value during the content’s life-span only

No archiving requirement

  • Photos for illustration purposes
  • Timetables
  • Events
  • Contact information

Procedure (including Key Points)

Responsibility

Timeline

2. RMIT does not mandate any specific capture technology as this will change depending on the social media used. A social media record must contain:

a) the content (i.e. the information sent or received)

b) the format (text, visual, sound or video) of the original content

c) metadata such as:

i. who sent or posted the content

ii. the date and time it was posted

iii. the name of the staff member and community members exchanging messages

iv. the context of the exchange

v. the social media platform on which it was created

vi. the relationship between the record, the context in which the social media was used (e.g. a statement or a reply) and any other related documents that help make the social media usage understandable.

The retention period for such records is based on the purpose, content or result of the communication and subject to considerations on a case-by-case basis.

Archiving social media content of business or historical value

The archival value of social media content must be determined by its business or historical value.

Upon determination of the business or historical value, the social media content will be archived in accordance with the Deleting and Archiving of Web Content Procedure.

Senior Social Media Analyst

Deletion of social media content

Content on social media channels must be moderated and deleted, if necessary, in accordance with the Managing Inappropriate/Unauthorised Users on Social Media Procedure and the Moderating User-Generated Content on Official Social Media Channels Procedure.Where a social media account is to be closed down and the content associated with the account does not have business or historical value, the social media content can be deleted without archiving.

Account Manager

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