Guidelines for using corporate social media accounts
This guidance relates to the usage of GDC corporate social media accounts. The policy exists alongside the email and internet policy.
Aims and objectives
· To develop GDC presence on social media and build relationships with key stakeholders.
· To provide responsive and timely updates on key developments.
· To respond to and manage reputational issues highlighted through social media.
· To broaden the reach of key messages, in particular to patients and the public.
· To encourage traffic to the GDC website to promote the work that we do.
Access to social media accounts
A limited number of staff will be given access to log in to and post content to GDC social media accounts.
Staff must not access GDC social media accounts unless they have been given permission to.
Passwords should not be disclosed to other people, including other members of staff or Council members.
Passwords to social media accounts must only be changed by the Communications team.
Monitoring of social media accounts
Facebook and Twitter must be monitored daily on weekdays so that we have up to date knowledge of any issues that may require a response.
Freedom of Information (FOI) requests
Social media users who submit Freedom of Information (FOI) requests via social media will be asked to send full details of their FOI request to us in writing either by post, email or fax- addresses for which can be found on the website.
The requester should be asked to include their full name and a correspondence address (postal or email) in their response.
Content and tone of posts
Posts should have a professional but friendly tone and will not use emoticons or text speak. Abbreviations and acronyms should be used carefully with consideration as to whether they are appropriate for the audience.
If a post has been made that contains incorrect information, or is any other way information that was posted in error, it must be corrected as soon as possible. Where appropriate posts must be deleted, with a corrective post then made. Follow up posts, comments, or replacement posts should make it clear that we are aware of the error and have corrected it. Depending on the nature of the error it may be necessary to inform the relevant Head of Service.
Responding to posts and messages from others
We will welcome feedback and ideas from all of our followers, and endeavour to engage where possible (to both positive and negative comments). All tweets and direct messages to the GDC accounts will be read and information passed on to relevant teams where appropriate. However, we may not reply individually to all messages received via Twitter or Facebook.
We will endeavour to respond to tweets and Facebook messages the same or next working day. Where this is not possible, and we do intend to respond to the tweet or Facebook message, the person should be contacted to advise them that we are looking into their questions/query.
Users will be asked not to post any sensitive personal information on Facebook or Twitter accounts and will instead be asked to provide this information by phone or email instead.
Following other organisations and individuals
The GDC will follow key stakeholders on Twitter and will also monitor the content posted by these organisations and individuals using HootSuite.
A list of the organisations being followed on Twitter can be found on the Social Media Content Planner. We need to consider carefully which organisations or individuals we follow on Twitter as this can be seen as endorsement. Please check with the Communications Manager or Head of Public Affairs before following additional organisations or individuals.
Sign off of posts
It is expected that much of the content posted to social media accounts will be signposting Facebook and Twitter users to information that is already available on the GDC website and that we are actively promoting via other communications channels e.g. tweeting the link to a press release that is already on the GDC website. These posts/tweets do not require formal sign off e.g. tweeting the link to a press release that has been added to the GDC website.
If information is being posted that has not already been actively promoted using other communications channels, e.g. in response to a query by another social media user, the post must be signed off by the Communications Manager or Head of Public Affairs.
If in any doubt about whether sign off is required, check first with the Communications Manager or Head of Public Affairs and refer to the ‘checklist for tweets/Facebook posts’.
Hashtags
Hashtags can be effective if they are used appropriately. When using hashtags in a tweet ensure that they are relevant to the content of your tweet.
Hashtags must not be overused - Twitter recommends using a maximum of two hashtags in a tweet.
Check which hashtags have already been used. You can find (and add to) the list of GDC hashtags on the Social Media Content Planner under the ‘hashtags’ tab.