Shropshire Council
and the use of social media
SocialBusiness
Principles
Like many local authorities in the UK, Shropshire Council uses
social media to engage with residents. Social media channels do
not replace traditional forms of communication but they are
complimentary to them.
SocialMedia
Principles
The use of these channels requires common sense guidelines on
their use and a public understanding of the standards that we as an
authority will apply to their use.
Introduction
Channel
Strategy
We have researched the use of social media in the public sector,
talked to leading authorities on the subject and drawn on their
experience to produce the documents on this page. Social media
channels are evolving all the time and we will revisit these
documents as and when required to ensure that they keep pace
with change. If you have any comments or queries, please email
digitalmedia@shropshire.gov.uk
or call 03456789000
Content
Strategy
Your
Comments
Facebook
Twitter
YouTube
Flickr
Blogging
SM-C63 external
social business principles
social business
Social networks, and in particular social media channels, present real
opportunities to change our whole approach to communicating and
engaging with our customers and our wider communities.
These channels have the potential to improve decision-making and
service delivery by building new and open relationships with our
communities and our stakeholders.
“Becoming a
Social Business
can help an
organisation
deepen customer
relationships,
generate new
ideas faster,
identify
expertise and
enable a more
effective
workforce.”
Sandy Carter, IBM
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Social business is about developing and nurturing support within
communities (sometimes known as social capital) by enhancing our
reputation through the use of social media to promote openness,
transparency, honesty and confidence in service delivery and the
decision-making process.
Once developed, social capital can be used to understand the aspirations
of a community along with the challenges of realising them.
When applied to the democratic process this can be used to develop
engagement and consensus during the policy-making lifecycle and be
used to:
Inform direction (out of the understanding of aspiration)
Define policy (based on informed decision-making)
Shape delivery (through service design)
Steer the journey (through continued engagement and feedback)
Monitor outcomes (through continued engagement and peer review).
The process is supported by the council through the provision of
information in the form of Open Data, providing technical expertise and
managing expectations to ensure that solutions are sustainable, with the
best chance of success.
Identifying social capital paves the way for the co-creation and
crowdsourcing of future delivery models; the council in partnership with
communities.
A social business puts the customer at the centre of service delivery, by
understanding the community’s aspirations and needs.
social media principles
social media
Social networking is a key tool in supporting our social business
objectives. We understand the significance, reach and value of the
medium in building our reputation through communication, conversation,
engagement and involvement, for both internal and external audiences.
We recognise the role that this can play in shaping the design and
undertaking of future service delivery, and in helping co-create and
co-produce alternative service delivery models, in support of both our
policy and line of business objectives.
“We don’t have
a choice on
whether we DO
social media,
the questions is
how well we do
it.”
Erik Qualman,
Author of
socialnomics
We also appreciate that, to be effective in supporting these objectives,
and to protect our overall reputation, we need to ensure that all relevant
channels are properly managed, effectively resourced and monitored in
line with our corporate standards.
Social media strategy
We will use social media channels when and where it is appropriate to do
so in support of our overall strategic objectives and in line with our
channel strategy.
We will use the conversational, sharing and viral nature of the medium to
build social capital through positive engagement and by encouraging,
developing and participating in open and two-way conversations with
communities, that also include partners and stakeholders.
We will seek out online communities and join with relevant audiences to
ensure that our reach and engagement is representative and inclusive of
the communities we seek to serve and to engage with.
We will use social media to develop engagement and accountability, and
to support the overall reputation of the council and individual services. We
will actively seek community and customer input and involvement in the
services they receive, and at all stages of the democratic process.
We will use social media to support the line of business activities of
individual services, including through marketing and promotion, and
through the adoption of new service delivery models.
We will use social media for promoting, to inform and communicate with
residents, stakeholders and communities of interest, and to respond
appropriately to customer and community feedback, including for
customer services, complaints and Freedom of Information contacts.
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social media
We will use social media to help shape future policy and service delivery
models by understanding aspiration and need, and use this to shape
service design and undertaking, including through the development of
co-creation and co-production models of alternative service delivery.
We will use social media to capture and record customer and community
insight alongside service performance feedback. We will use this both to
develop accountability and quality in the services that we deliver, and also
to shape the customer experience and journey.
We will also use social media in support of our emergency
planning responsibilities.
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introduction
Introduction
ShropshireCounciliscommittedtousingsocialmediaaspartofits
overallcommunicationstrategy.Weunderstand,however,thatforthe
protectionandsafetyofthoseusingtheseservices,thesechannelsmust
bemanagedinanappropriateandprofessionalmanner,andinlinewith
corporateguidelines.
Management
AllofficialShropshireCouncilaccountswillbemanagedandbrandedin
linewithcorporateguidelines,havesupportingprofilesthatclearlystate
bothownershipandpurpose,andwillbelistedon
www.shropshire.gov.uk/socialmedia
Availability
Allchannelsaremanagedinlinewiththenormaloperatinghoursofthe
managingservice.Someaccountsdoofferextendedoperatinghours,but
ingeneralwewillmonitorandrespondtoenquiriesduringnormaloffice
openinghours.
Generalreminder
Allthoseusingoursocialmediachannelsareremindedthattheyare
legallyresponsibleforthecontentthattheypost,includingunder
defamationandcopyrightlaws.Pleasedonotpublishyourownpersonal
details,orpublicallysharepersonalinformationbelongingtoanyoneelse,
includingname,address,location,phonenumberoremail.Ifyouare
sharingphotosorvideocontent,pleaseensurethatyouhavethe
agreementofallofthosewhoappearwithinthatcontent(ortheirparent
orguardianifunder18).Existingpre-electionperiodrestrictionswillapply
tooursocialmediachannels.
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channel strategy
channel strategy
Shropshire Council is committed to open, honest and transparent
communication. To do this as effectively as possible we realise that we
need to use the most appropriate means of delivering our communication.
The channels that we choose to communicate through are the key to
ensuring that communication is sent, received and understood in the
most appropriate way and in a manner that is suitable to the audiences
that we seek to engage, or who seek to engage with us.
The channels we use
We will take advantage of all of the communications channels that are
available to us, where there is value in doing so and when they are
appropriate to the purposes, or objectives, that we are seeking to achieve.
Expectation – We will use those channels where the public would
reasonably expect us to have a presence, or have an open
communications channel available.
Reach – We will use those channels where the reach of the
channel represents the most appropriate means of delivering our
business objectives.
Audience – We will use the most appropriate channel to engage with
the audiences that we are seeking to reach, or who are seeking to
reach us, where this represents the most effective means of supporting
our business objectives.
Credibility – we will use those channels, where having or maintaining a
presence, supports our reputation or our overall business objectives.
Reputation – We will use any appropriate channel to seek to address,
redress, or correct, any information, comment or content that we
believe to be factually incorrect and that would, if not addressed, impact
on the overall reputation of the council, or would mislead the wider
public into the belief that the information, comment or content was
factually correct.
Value – We will use those channels that represent the most effective
means of supporting our policy or line of business objectives,
including looking for, and developing, new and innovative models
of service delivery or to shape future policy.
Preference – Wherever possible and practical to do so, we will
seek to understand and to use the audience’s preferred channel
of communication.
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channel strategy
Channel management
We understand that, to achieve our objectives, all the channels that we
use, both temporarily and on a permanent basis, need to be managed
properly, professionally, and in line with our channel management
principles and will also be:
Audience aware – We understand that all the messages that we send
out need to be suitable for the audience that we are communicating
with and are in line with our content strategy.
Channel co-ordinated – We understand that we may send out the
same message across a range of channels, but that message must be
consistent across all channels.
Channel aware – We understand that we may send out the same
message across a range of channels, and whilst that message must be
consistent across all channels, it needs to be presented in a way that is
appropriate and suitable, for each channel being used.
Credible – We understand that the channels we use must be credible
and trusted. To achieve this, they will be clearly identified and
consistently branded. They will be managed in line with our channel
management policies and able to speak with authority.
Responsive – We will use a range of channels to meet our strategic
and business needs. Not all channels will be two way, or open at all
times, but will always provide a clear understanding of how and when a
channel will be used. We also draw no distinction between the different
types of two way channel; all of these channels will be managed in line
with customer service standards, including for comments,
compliments, complaints and FOI requests.
General reminder
All those using our social media channels are reminded that they are
legally responsible for the content that they post, including under
defamation and copyright laws.
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content strategy
content strategy
Introduction
Our communications reflect the culture of our organisation and how we
interact with our customers, and will be open and honest. Our channel and
content strategies support how we deliver our messages and how we engage
in communication.
Clear communication ensures that the messages we send and the
information that we provide is received, understood and where appropriate
acted upon, and supports our strategic and business objectives.
If the content of the messages we send is not understood, or acted upon,
then we will have failed in our objectives.
Content Strategy
Our content will be:
Conversational
Confident
Well written and easy to understand
Open and honest
Truthful
Written in plain English
In principle, and wherever practical, we believe that content should be
curated in one place and that all other communications should seek to
explain, reference and signpost that place and not seek to duplicate that
content, including content provided by our partners.
We will ensure that our content is co-ordinated and consistent across all of
the platforms that we use, including branding, and that our content is
suitable for the channel through which it is being broadcast and to the
audience for which it is intended.
We will ensure that all our content, including links, documents and
contact channels, supports our overall strategic and business objectives.
We will ensure that all supporting resources, including graphics, photographs
and video content, support our overall strategic and business objectives.
We will also ensure that our content is easy to find, relevant, up to date
and meets information governance and copyright rules.
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your comments - our principles
your comments
General
We want to keep discussion as open as possible and will not attempt to
exclude critical opinions if they are constructive. However, to protect our
services from abuse, ideas and comments must satisfy some basic conditions.
If you wouldn’t say it offline, don’t say it online
Even strong views can be expressed without recourse to personal
attacks or expletives
Comments posted on our social media sites should relate to the
hosting service.
If you wish to make a complaint or report an incident or individual, please
follow the links at this page on our website:
www.shropshire.gov.uk/customerservice.nsf/open/E69319DEC36D
7FE4802574CE004B18E3
Commercial companies are welcome to participate in the conversation
but not for the purpose of direct marketing.
Comments which fail to comply with these or any of the following
conditions will be removed, and individuals persistently flouting our terms
and conditions will be blocked where possible.
Submission Guidelines
Our policy is underpinned by Part IV – Section 27 of the 1998 Local
Government Act (see Annex 1)
Please also ensure that your ideas and comments:
are respectful of others - comments should not be malicious or
offensive in nature, and should not constitute a personal attack on a
person’s character
don’t incite hatred on the basis of race, religion, gender, nationality,
sexuality or other personal characteristic
don’t reveal personal details, such as names, private addresses, locations,
phone numbers, email addresses or other online contact details
don’t break the law - this includes libel, condoning illegal activity, and
breaking copyright
are reasonably concise, and don’t constitute spamming of the site
are in English - unfortunately, we do not currently have the resource to
moderate comments in other languages
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are relevant - please don’t post messages unrelated to this channel or
the subject under discussion.
your comments
Annex 1
Local Government Act 1988
1988 c.9 - Part IV - Miscellaneous - Section 27
27 Local authority publicity.
(1) In section 2 of the Local Government Act 1986 (prohibition of political
publicity by local authorities), for subsection (2) (matters to be considered
in determining whether material prohibited) there shall be substituted—
(2) In determining whether material falls within the prohibition regard shall
be had to the content and style of the material, the time and other
circumstances of publication and the likely effect on those to whom it
is directed and, in particular, to the following matters—.
(a) whether the material refers to a political party or to persons
identified with apolitical party or promotes or opposes a point of
view on a question of political controversy which is identifiable as
the view of one political party and not of another;.
(b) where the material is part of a campaign, the effect which the
campaign appears to be designed to achieve.”.
General reminder
All those using our social media channels are reminded that they are
legally responsible for the content that they post, including under
defamation and copyright laws. Please do not publish your own personal
details, or publically share personal information belonging to anyone else,
including name, address, location, phone number or email. If you are
sharing photos or video content, please ensure that you have the
agreement of all of those who appear within that content (or their parent
or guardian if under 18). Existing pre-election period restrictions will apply
to our social media channels.
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facebook principles
About
Facebook is a social networking site that allows registered users to share
information, photos and links amongst other registered users of choice. In
general Shropshire Council uses Facebook pages to provide content to, and
to engage in conversation with, those registered on Facebook. Facebook
pages are also available to view by other non-registered users. We also, where
appropriate, use Facebook groups and, when appropriate, officers use
Facebook user accounts for the purposes of managing pages and groups.
These user accounts do not engage in any ‘friend to friend’ interactions.
Management
“Thanks… as I
live in Telford
I’m not likely to
see posters or
local press, so
Facebook will be
great for me
and anyone else
who doesn’t live
local to the
park”
Customer comment
All official Shropshire Council Facebook accounts will be managed and
branded in line with corporate guidelines, have supporting profiles that
clearly state both ownership and purpose, and will be listed on
www.shropshire.gov.uk/socialmedia
All Facebook interactions are managed through specific work-related
accounts. No channels are managed through personal social media accounts.
Content
Apart from the main corporate account, My Shropshire, all other accounts
are managed by individual service areas.
If you ‘like’ a Facebook page you can expect at least one post a day
(some posts may be scheduled or automatically generated from RSS
feeds) on the following areas:
Information about the day to day activities of the service
Notification of events or changes in service delivery
Opportunities to provide feedback or to get involved in consultations
Relevant background information, such as policy guidance, useful links
or helpful resources
Information from central government, other councils and partner
organisations that are of general interest to the topic area
Information from other Facebook pages that is of general interest to the
topic area that the account covers, and does not contravene our
general content publication guidelines, but in doing so does not
endorse the content of any third party links
Occasional signposting to other Shropshire Council services that may
be of interest or relevance
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Relevant emergency and major incident messages issued by
Shropshire Council or our partners.
Wall posts and private messages
We welcome all feedback; however, we will only be able to respond to
comments and enquiries during normal operating hours. We read all
posts and private messages and will respond, when appropriate, on the
next available working day.
Each account is only able to respond to comments and enquiries that are
within the remit of the account, and we are also not able to engage in
conversations about, or respond to, comments that fall outside the
account’s terms and conditions.
Failure to follow our terms and conditions may lead to posts being
removed and/or users being blocked.
Likes
We will not automatically ‘Like’ those pages that ‘Like’ us. We will, as a
general principle, like pages that belong to relevant partner organisations
and/or stakeholder groups.
General reminder
All those using our social media channels are reminded that they are
legally responsible for the content that they post, including under
defamation and copyright laws. Please do not publish your own personal
details, or publically share personal information belonging to anyone else,
including name, address, location, phone number or email. If you are
sharing photos or video content, please ensure that you have the
agreement of all of those who appear within that content (or their parent
or guardian if under 18). Existing pre-election period restrictions will apply
to our social media channels.
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twitter principles
About
Twitter is a micro-blogging platform that allows registered users to post
short (up to 140 character) messages, including photographs and links,
publically on the twitter platform. Registered users are also able to send
messages to, and share content, with other registered users.
Management
All official Shropshire Council accounts will be managed and branded in
line with corporate guidelines, have supporting profiles that clearly state
both ownership and purpose, and will be listed on
www.shropshire.gov.uk/socialmedia
“@ShropCouncil
Thank you
Shropshire Council
not just for
gritting the
roads but
coming back to
me personally,
great stuff.”
Customer comment
Content
Apart from the main corporate account, which is managed centrally, all
other accounts are managed by individual service areas.
If you follow an account you can expect at least one tweet a day (some
tweets may be scheduled or automatically generated from RSS feeds) on
the following areas:
Information about the day to day activities of the service
Notification of events or changes in service delivery
Opportunities to provide feedback or to get involved in consultations
Relevant background information, such as policy guidance, useful links
or helpful resources
Re-tweets from central government, other councils and partner
organisations that are of general interest to the topic area
Re-tweets from other twitter users containing information that is of
general interest to the topic area that the account covers and does not
contravene our general content publication guidelines, but in doing so
do not endorse the content of any third party links
Occasional signposting to other Shropshire Council services that may
be of interest or relevance
Relevant emergency and major incident messages issued by
Shropshire Council or our partners.
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@replies and direct messages
We welcome all feedback; however, we will only be able to respond to
comments and enquiries during normal operating hours. We read all
@replies and direct messages and will respond, when appropriate, on the
next available working day.
Each account is only able to respond to comments and enquiries that are
within the remit of the account, and we are also not able to engage in
conversations about, or respond to, comments that fall outside our
acceptable use policy (see www.shropshire.gov.uk/socialmedia)
Following and unfollowing
We will not automatically follow those following us, but we will, as a
general principle, follow all those who follow us where it is relevant and
appropriate to do so. Being followed by one of our accounts in no way
represents an endorsement.
We will unfollow and may also block any account that is found to be
promoting content or is engaged in activity that falls outside the terms of
our acceptable use policy.
General reminder
All those using our social media channels are reminded that they are
legally responsible for the content that they post, including under
defamation and copyright laws. Please do not publish your own personal
details, or publically share personal information belonging to anyone else,
including name, address, location, phone number or email. If you are
sharing photos or video content, please ensure that you have the
agreement of all of those who appear within that content (or their parent
or guardian if under 18). Existing pre-election period restrictions will apply
to our social media channels.
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youtube principles
About
YouTube is a video-sharing website that allows registered users to upload
and share video content over the Internet. It also allows other registered
users to comment on and share videos.
Management
All official Shropshire Council accounts will be managed and branded in
line with corporate guidelines, have supporting profiles that clearly state
both ownership and purpose, and will be listed on
www.shropshire.gov.uk/socialmedia
Content
We will use YouTube to show the range of services that we provide,
and illustrate the diversity of people that we serve and the activities
we support.
We will use YouTube to promote and encourage take up of the services,
facilities and resources that we provide to residents, visitors and business.
We will use YouTube to promote a positive image of Shropshire as a
place to live, a place to work and as a place to visit.
We will use YouTube to provide additional information on news stories
from Shropshire Council’s Newsroom and share these with other
media, where appropriate.
We will use YouTube to provide information in more informative and
cost-effective ways, including for training purposes.
Accessibility
To ensure that our videos are available to as a wide an audience as
possible we will ensure that they are accompanied by a captioning file.
Availability
All channels are managed in line with the normal operating hours of the
managing service. Some accounts do offer extended operating hours, but
in general we will monitor and respond to enquiries during normal office
opening hours.
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Wall posts and private messages
We welcome all feedback; however, we will only be able to respond to
comments and enquiries during normal operating hours. We read all
posts and private messages and will respond, when appropriate, on the
next available working day.
Each account is only able to respond to comments and enquiries that are
within the remit of the account, and we are also not able to engage in
conversations about, or respond to, comments that fall outside the
account’s terms and conditions.
Failure to follow our terms and conditions may lead to posts being
removed and/or users being blocked.
General reminder
All those using our social media channels are reminded that they are
legally responsible for the content that they post, including under
defamation and copyright laws. Please do not publish your own personal
details, or publically share personal information belonging to anyone else,
including name, address, location, phone number or email. If you are
sharing photos or video content, please ensure that you have the
agreement of all of those who appear within that content (or their parent
or guardian if under 18). Existing pre-election period restrictions will apply
to our social media channels.
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flickr principles
About
Flickr is a photo sharing website that allows registered users to upload
and share photographs over the Internet. It also allows other registered
users to comment on and to share photographs within groups of interest.
Management
All official Shropshire Council accounts will be managed and branded in
line with corporate guidelines, have supporting profiles that clearly state
both ownership and purpose, and will be listed on
www.shropshire.gov.uk/socialmedia
“A picture is
worth a
thousand words.”
Content
We will use Flickr to show the range of services that we provide and
illustrate the diversity of the people that we serve and the activities we
support.
We will use Flickr to promote and encourage take up of the services,
facilities and resources that we provide to residents, visitors and
business.
We will use Flickr to promote a positive image of Shropshire as a place
to live and work, and as a place to visit.
We will use Flickr to support news stories on Shropshire Council’s
Newsroom and share these with other media where appropriate.
Licensing
In the spirit of transparency and openness we will, subject to data
protection rules and the consent of those who appear in our images,
allow the images that we take to be licensed under a Creative Commons,
non-commercial attribution licence.
Availability
All channels are managed in line with the normal operating hours of the
managing service. Some accounts do offer extended operating hours, but
in general we will monitor and respond to enquiries during normal office
opening hours.
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Wall posts and private messages
We welcome all feedback; however, we will only be able to respond to
comments and enquiries during normal operating hours. We read all
posts and private messages and will respond, when appropriate, on the
next available working day.
Each account is only able to respond to comments and enquiries that are
within the remit of the account, and we are also not able to engage in
conversations about, or respond to, comments that fall outside the
account’s terms and conditions.
Failure to follow our terms and conditions may lead to posts being
removed and/or users being blocked.
Groups
We will join other Flickr groups when and where it is appropriate to do so,
to support our overall strategic or business objectives.
We will create groups, and invite other users to join or submit photos to
these groups, when there is a positive reason to do so and to support our
overall strategic or business objectives. All groups that we create will have
a clearly defined set of guidelines and terms. We will not use anyone’s
images without their prior knowledge and consent.
General reminder
All those using our social media channels are reminded that they are
legally responsible for the content that they post, including under
defamation and copyright laws. Please do not publish your own personal
details, or publically share personal information belonging to anyone else,
including name, address, location, phone number or email. If you are
sharing photos or video content, please ensure that you have the
agreement of all of those who appear within that content (or their parent
or guardian if under 18). Existing pre-election period restrictions will apply
to our social media channels.
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blogging principles
About
Blogging (blog abbreviation of web log) is the posting of longer, normally
commentary pieces in the style of traditional print media articles.
Facebook and twitter have limitations to the amount of content that can
be posted. Blogging offers an opportunity to expand on a topic beyond
the limitations of, in the case of twitter, 140 characters.
Management
All official Shropshire Council Facebook accounts will be managed and
branded in line with corporate guidelines, have supporting profiles that
clearly state both ownership and purpose, and will be listed on
www.shropshire.gov.uk/socialmedia
Blogs are created to fulfil the following roles:
Sharing of officer expertise to communities of interest and facilitating
professional/informed discussion
Providing a local perspective to topical news
Information about the day to day activities of the service
Relevant background information, such as policy guidance, useful links
or helpful resources
Providing a professional, council perspective on information from
central government, council’s and partner organisations that are of
general interest to the topic area
Links to information from other blogs that is of general interest to the
topic area that the account covers and does not contravene our general
content publication guidelines, but in doing so does not endorse the
content of any third party links
Occasional signposting to other Shropshire Council services that may
be of interest or relevance
Relevant emergency and major incident messages issued by
Shropshire Council or our partners
Support the reputation of the council by demonstrating the breadth of
our professional expertise.
Guest blogs
Where appropriate, it may be useful to invite guest bloggers to contribute
to council-run sites. We also encourage officers to accept offers to be
guest bloggers on external partner sites; again, where appropriate.
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Your comments
We welcome all feedback; however, we will only be able to respond to
comments and enquiries during normal operating hours. We read all
posts and private messages and will respond, when appropriate, on the
next available working day.
For operational reasons some blogs may be moderated, which may result
in a slight delay before a comment appears online.
Each account is only able to respond to comments and enquiries that are
within the remit of the account, and we are also not able to engage in
conversations about, or respond to, comments that fall outside the
account’s terms and conditions.
Failure to follow our terms and conditions may lead to posts being
removed and/or users being blocked.
General reminder
All those using our social media channels are reminded that they are
legally responsible for the content that they post, including under
defamation and copyright laws. Please do not publish your own personal
details, or publically share personal information belonging to anyone else,
including name, address, location, phone number or email. If you are
sharing photos or video content, please ensure that you have the
agreement of all of those who appear within that content (or their parent
or guardian if under 18). Existing pre-election period restrictions will apply
to our social media channels.
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