Social media guidelines (v1.0) Amy Chamier, Web Editor, February 2012 1

IOE social media guidelines - draft

The Institute of Education (IOE) recognises the value of social media in building relationships with

external audiences. The purpose of these guidelines is to advise staff on how best to use them in

relation to marketing and communication. This guidance applies to staff participation in IOE services

as well as third-party services.

Social media include: blogs, wikis (eg Wikipeadia), micro-blogs (eg Twitter), digital media sharing

sites (eg YouTube) and social networking sites (eg Facebook).

1.0 General guidelines

1.1 Existing policies

Apply all IOE policies to social media use, especially these:

Equality and diversity (pdf)

Accessibility (pdf)

Disciplinary procedure – conduct (pdf)

Religion and belief (pdf)

Computer security (pdf)

Email etiquette (pdf)

Data protection (pdf)

Information security (pdf)

Intellectual property (pdf)

Visual identity (pdf)

Writing for our website (pdf).

1.2 Personal safety

Don’t disclose information that will put you at risk. And protect yourself against identity theft.

(Find out more from the Get Safe Online website.)

1.3 UK law

Comply with UK law – intellectual property and data protection legislation in particular. Take a

quick online test to check you know the basics. (If in doubt, contact the Web Editor who will

refer you to an advisor.)

Social media guidelines (v1.0) Amy Chamier, Web Editor, February 2012 2

1.4 Cost effectiveness

Only set up social media services when existing channels can’t do the job. Monitor them to

assess their return on investment. (For advice on web statistics, contact the Web Editor.)

1.5 Sustainability

Only set up a service if you have the resources to meet acceptable levels of: (a) activity (b)

quality (c) cover (d) archiving and (e) visitor support.

Bear in mind that social media service providers may change their: (a) terms and conditions of

use and (b) performance or interoperability standards. They may also close. So have an exit

strategy: keep a copy of valuable content if your service provider won’t allow you to extract your

content or transfer it another service provider.

1.6 Ownership

If you are running a social media service as a representative of the IOE, then: (a) the IOE owns

the service, (b) the service should be IOE branded and (c) your views should reflect IOE policy

and your professional role.

If you are running a social media service as an independent expert, who is currently employed

by the IOE, then: (a) you own the service, (b) the service should not be IOE branded and (c)

you should state that the “views expressed are my own”.

1.7 Reputational damage

Don’t say anything that damages the reputation of the IOE – or your own. Remember, the Web

is a public space. What goes online stays online. Watch out for content that is: (a) illegal, (b)

offensive, (c) inaccurate, (d) controversial or (e) confidential. (If in doubt, consult your line

manager).

1.8 Security

Most social media services are hosted in “the cloud” (ie they are physically located outside the

IOE and often outside the UK). This makes them unsuitable for storing mission-critical or highly

confidential content. (For advice about data security, contact the Head of Network Services).

2.0 Checklist for setting up an IOE service

Examples of IOE services: Twitter feed, YouTube channel, Facebook fan page, LinkedIn group.

2.1 Responsible person

Subject to their approval, let your line manager know that you are responsible for the service –

Social media guidelines (v1.0) Amy Chamier, Web Editor, February 2012 3

and arrange cover. Ensure a departmental record is kept of the service login details.

2.2 Look and feel

Be informal but professional in tone – as described in our email etiquette guidelines. And

comply with the IOE’s visual identity guidelines. (Contact the Brand Manager for advice and a

“social media” version of our logo).

2.3 Naming

To help our potential audiences identify official IOE services, please use these formulations.

Username:

Twitter = department_ioe

YouTube = ioedepartment

Facebook fan page or group = IOE Department

LinkedIn group = IOE Department

Flickr = IOE Department

Full name:

Department, Institute of Education, University of London (Note: acceptable abbreviations for the

Institute’s name are: (a) Institute of Education, London or (b) IOE London).

2.4 Credentials

Provide a link back to the main IOE website, including the Institute’s full name in the link text.

2.5 Legals

Consider using the same terms and conditions of use and privacy statements as the IOE’s

corporate website, by: (a) stating that you are using them and (b) linking to them. Add a

disclaimer if the content you post on your service don’t necessarily represent the views of all

stakeholders (eg project partners). Add a Creative Commons license if you want to waive your

own copyright. (For more advice about copyright, contact the Media Librarian).

2.6 Transparency

Reveal your professional identity. Give a name, job title and link to a relevant IOE page in your

profile. If there is group authorship, then the shared profile should give the name of the team,

its members and link to a relevant IOE page.

2.7 Activity

A commitment to regular updates is crucial. (At least once a week).

Social media guidelines (v1.0) Amy Chamier, Web Editor, February 2012 4

2.8 Moderation

If visitor-generated content is enabled – for example, commenting – it is essential that you

check this content regularly, ideally every day.

Your role as moderator is, promptly, to: (a) remove spam (b) remove offensive or illegal posts

(c) respond to negative or inaccurate posts in a polite and constructive way and (d) respond to

visitor queries. Display your contact details, so visitors know who to complain to about

inappropriate content. (You may wish to restrict visitor-generated content rather than disable it.

For advice on moderation, see the BBC’s guidance or contact the Web Editor).

2.9 Content

Post content your audience will value. Don’t spam them with “PR” or “off-topic” messages.

Follow the IOE’s “Writing for our website” guidelines.

2.10 Winding-up

Before shutting down a service, warn your audience in advance. Consider: (a) leaving the

content online, with a closure notice or (b) archiving the content before deleting it. (For advice

on archiving, contact the Media Librarian).

3.0 More information

3.1 About these guidelines

This paper has been approved by the Web Governance Group which is chaired by the Head of

Marketing.

3.2 Champions in marketing and communication

Staff in the marketing department have experience in using these social media services and

can offer advice:

Twitter – Emily Brewer

YouTube, Wordpress, Flickr – Amy Chamier

Facebook – Sarah Cripps

LinkedIn – Annie Lahellec.

3.3 Champions in teaching, learning and research

Staff in the Learning Technologies Unit, Library and IT Services can also support staff wanting

to develop social media services:

Advice for academic and research staff – Tim Neumann

Advice for library users – Andy Welshman

Training for staff – Krystyna Huszcza.