Social media policy
Guidance for use by Headway Groups and Branches
Introduction
Social media is a form of communication using the internet which allows organisations to keep stakeholders fully informed of all their very latest news and information in real time. It is also a cost-effective and fast way of reaching new audiences.
Websites such as Facebook and Twitter provide Headway and its Groups and Branches with an opportunity to raise their profiles, publicise fundraising appeals and grow their networks of supporters.
This document provides guidance for Headway Groups and Branches to help them maximise the opportunities provided by social media whilst establishing a number of protocols to safeguard the reputation and brand of the charity and protect individuals.
The positive use of social media
Headway Groups and Branches should use social media websites, such as Facebook and Twitter, to achieve the following:
· Provide news updates and developments at your Group or Branch, be it a new outreach service, a change in opening hours or the arrival of new staff members. Are you about to launch a funding campaign? Have you just issued a press release? Social media forums can supplement your existing forms of communication, such as websites and newsletters, and help you to communicate with a wider audience.
· Keep supporters up-to-date with the latest brain injury-related news on a national and local level. This could mean highlighting a local news story about the possible closure of a local hospital, for example, or giving links to news items from national and local newspapers’ website; these are often displayed on the Headway UK website or social media pages and can be simply ‘shared’ or ‘retweeted’ on your page.
· Raise awareness of fundraising campaigns and make appeals for people to get involved.
· Publically thank fundraisers for their efforts by posting photos and/or videos (with their permission) of them completing their exploits. This will not only leave them feeling appreciated, but also encourage others to fundraise for your Group or Branch.
· Create an online community where those affected by brain injury can come together to offer mutual support and understanding. This is particularly useful to those who don’t currently access Headway services; the knowledge that you’re not suffering alone can be very comforting.
· Provide information and support to those asking specific questions about brain injury or support services. However, it is vitally important to remember that social media sites are open for all to see and individual problems and concerns should not be discussed in the open. Instead, when answering individuals publically asking for specific help, Headway Groups and Branches are encouraged to recommend people speak directly to the Group or Branch or the Headway UK helpline.
· Build and develop an online support base by encouraging members of your Facebook page or followers of your Twitter page to invite their friends to support Headway. This is a very quick and easy way to raise the profile of your Group or Branch.
· Use personal testimonies to raise awareness of brain injury. For some people with brain injury, telling the story of how they sustained their brain injury and have rebuilt their lives with the help of Headway can be a cathartic exercise. It can help them feel empowered that they are helping others by providing encouragement. Personal testimonies can also help the general public gain a better understanding of how brain injury can affect the lives of individuals and families.
Pitfalls to avoid
While social media can benefit Headway Groups and Branches as well as service users, there are a number of potential pitfalls to be aware of. It is vital that the following guidelines are followed in order to protect the reputation of Headway and ensure the safety of its service users.
Protection of service users
The risk of abuse on or as a result of the internet is a very real issue – particularly for vulnerable adults. Online bullying, identity theft and people falsely trying to befriend strangers to take advantage of them does occur.
While we cannot stop this from happening, there are measures we can take to make Headway social media spaces as safe as possible.
· DO regularly post warnings to the members of your Facebook and Twitter pages reminding them to be careful with whom and about how they interact with others.
· DO NOT allow people to post personal information on your Facebook and Twitter pages that could in any way compromise their safety, such as:
o News on personal compensation awards
o Announcements that they are going on holiday
o Requests for friendship outside of the confines of the controlled online environment of your social media website
o Other sensitive personal information, such as telephone numbers, home addresses. The only exception to this is business contact details, but only with your permission.
· DO ensure any social media space you run is regularly monitored to ensure nothing inappropriate is posted.
Remember, anyone who joins your Facebook page, for example, can post things on the page. Make sure at least two people, preferably office-based, are administrators of the page to ensure it is regularly monitored and inappropriate messages can be removed immediately.
· DO NOT allow third parties to advertise on your social media pages without your permission.
· DO maintain a stringent control over the official message you post on your social media sites.
While your Facebook or Twitter page will be individualised to represent your own Group or Branch, it is important all Headway Groups and Branches and Headway UK give consistent messages, particularly in key policy areas such as cycle helmets and boxing.
To the general public – and the media – Headway is one organisation. Any official messages posted by a Headway Group or Branch on a social media site could be used by the media as an official statement or position. To this end, Groups and Branches have a responsibility to ensure all content is carefully considered before being posted online. If in any doubt as to the suitability of content for a social media site, please contact the Headway UK Communications Manager.
In addition, Headway Groups and Branches must comply with all the requirements of the Rules of Affiliation and Branch Constitution respectively.
What constitutes an inappropriate post
This is, to a large extent, an issue of common sense. Anything that is abusive, aggressive or inflammatory in nature is inappropriate. In addition, the following should be deemed inappropriate:
· Any messages asking for personal information
· Any messages giving personal information, including details such as compensation claims or awards, or details of impending holidays
· Any requests for people to contact third parties for research purposes unless approved by the Group or Branch
· Any advertising of products or services by third parties
· Any offensive, abusive or inflammatory words
· Anything that could damage the reputation and good standing of Headway
What to do if someone posts something inappropriate
If any negative or inappropriate messages are posted, you have the power to remove them immediately.
Remove any offending posts immediately and then contact the person who left it to explain why you have done this. To send someone a message, you can click the ‘Message’ link below their comment. Remember to do this before you delete it.
If the individual continues to post inappropriate messages, you have the power to block them from using the page, although this is a situation that is unlikely to occur.
For more information on social media sites, including an example safety warning, visit https://www.headway.org.uk/online-communities.aspx
Alternatively contact the Headway UK Website and Social Media Manager on 0115 924 0800 or .