Community Impact Assessment Form
For a summary of this Community Impact Assessment, click here
Title of Community Impact Assessment (CIA): Social media policy and guidelines
Directorate: Customer and Support Services
Date of assessment: 30 November 2012
Names and roles of people carrying out the community impact assessment. (Please identify Lead Officer):
Jeff Millington, Creative and Web Services Manager (lead); Gary Norton, Marketing Officer; Louise Dillon, HR Consultant.
Section A – What are you impact assessing?
(Indicate with an “x” which applies):A decision to review or change a service
A strategy
A policy or procedure
A function, service or project
X
Are you impact assessing something that is?:New
Existing
Being reviewed
Being reviewed as a result of budget constraints
X
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Describe the area you are impact assessing and, where appropriate, the changes you are proposing?
Policy and guidelines which identify the standards expected of anyone using social media at the city council as part of the wider
marketing and communications mix to promote council-based services. The policy and guidelines ensure that council information
remains secure and is not compromised through the use of social media and that a consistent and corporate approach is adopted and
maintained. Clear guidelines are set which ensure that users operate within existing policies, guidelines and relevant legislation and that
such use doesn’t adversely affect the city council or damage its reputation.
The Community Impact Assessment also addresses access to social media by people with protected characteristics who will be affected
by the city council’s use of social media.
2
Section B – Is a Community Impact Assessment required (Screening)?
Consider what you are impact assessing and mark “x” for all the statement(s) below which apply
Service or policy that people use or which apply to people (this could include staff)
Discretion is exercised or there is potential for people to experience different outcomes. For example,
planning applications and whether applications are approved or not
Concerns at local, regional or national level of discrimination/inequalities
Major change, such as closure, reduction, removal or transfer
Community, regeneration and planning strategies, organisational or directorate partnership
strategies/plans
Employment policy – where discretion is not exercised
Employment policy – where discretion is exercised. For example, recruitment or disciplinary process
X
X
X
If none of the areas above apply to your proposals, you will not be required to undertake a full CIA. Please summarise below why a full
CIA is not required and send this form to your directorate equality link officer. If you have identified one or more of the above areas, you
should conduct a full CIA and complete this form.
Equality Areas
Indicate with an “x” which equality areas are likely to be affected, positively or negatively, by the proposals
Age
X
Religion and/or belief
X
Disability
X
Sexual Identity
X
Gender (including pregnancy and maternity)
X
People on a low income (socio-economic inequality)
X
Gender reassignment
X
Other (please state below) (For example carers, ex
offenders)
X
Race
X
If any of the equality areas above have been identified as being likely to be affected by the proposals, you will be required to undertake a
CIA. You will need only to consider those areas which you have indicated are likely to be affected by the proposals
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Section C – Monitoring information
C1 Do you currently monitor by the
following protected characteristics or
equality areas?
Age
Yes (Y) or
No (N)
If no, please explain why and / or detail in the action plan at Section E how
you will prioritise the gathering of this equality monitoring data.
Y
Disability
Y
Gender (including pregnancy and
maternity)
Y
Gender Reassignment
N – HR
Yresidents
Race
Y
Religion and/or belief
Y
Equality information is monitored on all staff.
Resident’s usage of social media has historically been monitored using the
‘Big Listening’ survey and other IPSOS MORI resident surveys. This is
disaggregated by protected characteristic and would provide a baseline for
any future surveys.
Equality information is monitored on all staff.
Resident’s usage of social media has historically been monitored using the
‘Big Listening’ survey and other IPSOS MORI resident surveys. This is
disaggregated by protected characteristic and would provide a baseline for
any future surveys.
Equality information is monitored on all staff.
Resident’s usage of social media has historically been monitored using the
‘Big Listening’ survey and other IPSOS MORI resident surveys. This is
disaggregated by protected characteristic and would provide a baseline for
any future surveys.
HR have tried to obtain this data in the past but have been unsuccessful.
Resident’s usage of social media has historically been monitored using the
‘Big Listening’ survey and other IPSOS MORI resident surveys. This is
disaggregated by protected characteristic and would provide a baseline for
any future surveys.
Equality information is monitored on all staff.
Resident’s usage of social media has historically been monitored using the
‘Big Listening’ survey and other IPSOS MORI resident surveys. This is
disaggregated by protected characteristic and would provide a baseline for
any future surveys.
Equality information is monitored on all staff.
Resident’s usage of social media has historically been monitored using the
‘Big Listening’ survey and other IPSOS MORI resident surveys. This is
disaggregated by protected characteristic and would provide a baseline for
any future surveys.
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Sexual Identity
Y
People on a low income
(socio-economic inequality)
N
Other (please state) (For example
carers, ex offenders)
N
Equality information is monitored on all staff.
Resident’s usage of social media has historically been monitored using the
‘Big Listening’ survey and other IPSOS MORI resident surveys. This is
disaggregated by protected characteristic and would provide a baseline for
any future surveys.
Section C (continued) – Consultation
C2 Are you intending to carry out consultation on your proposals?
Yes
If “no”, please explain your reason(s) why
If “yes”, please give details of your consultation exercise and results below
The policy along with this CIA was circulated to unions and equality groups as part of a consultation process for their comments and
input. The CIA was also available on the intranet for comments by equality advocates.
All comments supplied as a result of this process have been considered and the policy and CIA have been amended where applicable.
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Section C (continued) – Analysis
C3 What information has been analysed
to inform the content of this CIA? What
were the findings?
LGA reputation guidance ‘How to manage social media’
http://reputation.lga.gov.uk/lga/aio/11478226 advises “Be mindful of its limited reach: social
media is better considered as part of a wider campaign than on its own” (existing information)
Please include details of, for example,
service or employee monitoring
information, consultation findings, any
national or local research, customer
feedback, inspection reports, and any
other information which will inform your
CIA.
Socitm’s* ‘Better Connected 2012’ survey included for the first time a comprehensive review
of the use of social media in local authorities
http://www.socitm.net/info/214/socitm_insight/151/better_connected_2012/1 The survey
states that 88% of councils now have a social media account of one type. 84% of councils
have at least one Twitter account with 73% of councils having at least one Facebook
account. These are both up 11% on the 2011 survey indicating the rapid growth of social
media in councils. In the report they recommend “... your social media activity forms part of
key council communications, engagement and customer service strategies ...”.
The full chapter on social media can be found in section five of the pdf
Please specify whether this was existing
information or was specifically in relation *Socitm – Society of Information Technology Management
to this equality analysis and CIA process
Customer feedback can be measured by logging all complaints/issues/compliments. Take up
of the service can be measured by likes or followers. As at 30 November 2012 the corporate
Facebook page has 1,206 likes; the corporate Twitter feed has 7,615 followers; the council’s
public Flickr group has 108 members who have posted 2,405 images; and, there are 34
videos on the council’s YouTube channel. In addition to this there is a wide ranging service
led social media presence. As of 30 November there are 22 Facebook pages and 13 Twitter
feeds which each have their own followers.
Benchmarking has taken place to ensure full consideration has been given to the impact of
this policy on the wider community and equality groups. The following organisations were
benchmarked against: Cornwall Council; Leicestershire Constabulary; Devon and Cornwall
Police; NHS Education for Scotland; Dorset County Council; and, Leicestershire County
Council.
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Section D – Potential impacts and how these will be addressed
Could your proposals have a
Yes (Y)
differential impact relating to age
equality
Are your proposals
discriminatory on the grounds of
age?
Will people within certain age
ranges not be getting the
outcome they need?
Y
Will people within certain age
ranges be disadvantaged as a
result of your proposals?
If the impact is negative, how
will it be reduced or eliminated?
Will the proposals mean that
Y
people within certain age ranges
will experience positive
outcomes?
Highlight any positive impacts
Are the proposals likely to
impact on community cohesion?
Is there potential to enhance
relationships between people
who share a protected
characteristic and those who do
not?
Identify areas where there is
potential to foster good relations
Y
No (N)
Explain impact(s) and what evidence or data exists to support your analysis?
N
Older members of the community don’t always have the same (or any) experience
with computers and the internet. As a result of this there will be individuals that
can’t be reached using social media. There are minimum age requirements to use
some social media (such as Facebook) which may prevent some younger people
accessing information in this way.
As above – social media may not always be a viable form of communication for
older people due to lack of experience or access to this technology.
Social media will not be used as the sole form of communication, but will be part of
the overall marketing and communications mix. Therefore information and
engagement will also be available through other more accessible formats and
channels.
N
Social media has the potential to engage with hard to reach demographic groups
and engage them in the democratic process. It is acknowledged that young people,
especially teenagers, have little interest in local government and as such are hard
to reach. Social media is widely used by this group and offers the opportunity to
better communicate to and engage with them. See page 172 of ‘Better Connected
2012’
Social networking through the regulated use of social media has the potential to
make a positive impact on communities by establishing greater links with
community groups. We currently have a Facebook page for and about older people
in Salford and used Facebook to raise the profile of work being carried out by the
Care Quality Commission inspectorate. There are also Facebook pages with
activities for young people, one is area specific, as well as WUU2 a resource for
young people on Facebook and Twitter.
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Section D (continued) – Potential impacts and how these will be addressed
Could your proposals have a
differential impact relating to
disability equality
Are your proposals
discriminatory on the grounds of
disability?
Will people with disabilities not
be getting the outcome they
need?
Will people with disabilities be
disadvantaged as a result of
your proposals?
If the impact is negative, how
will it be reduced or eliminated?
Yes (Y)
Will the proposals mean that
people with disabilities will
experience positive outcomes?
Highlight any positive impacts
Y
Are the proposals likely to
impact on community cohesion?
Is there potential to enhance
relationships between people
who share a protected
characteristic and those who do
not?
Identify areas where there is
potential to foster good relations
No (N)
Explain impact(s) and what evidence or data exists to support your analysis?
N
Those who are blind, or have a visual impairment or those with a learning difficulty
may not be able to access information using social media. Whilst some claim their
sites are accessible they aren’t to all http://www.marcozehe.de/2011/12/08/socialnetworks-and-accessibility-a-rather-sad-picture/
See above – social media may not always be a viable form of communication for
some people with disabilities due to lack of assistive technology.
Social media will not be used as the sole form of communication, but will be part of
the overall marketing and communications mix. Therefore information and
engagement will also be available through other more accessible formats and
channels.
Y
N
Y
Social media can be used to better engage with those with physical and mobility
disabilities who may not be able to access council buildings, meetings or events,
but who can access information or participate through social media. Some forms of
social media e.g. YouTube/Flickr may assist those who cannot follow the written
word by use of still or moving images. Social media can be used as part of the
overall marketing and communications mix to promote disability awareness
campaigns and events such as Disability Month.
Social networking through the regulated use of social media has the potential to
make a positive impact on communities by establishing greater links with
community groups. We currently have a Facebook page supporting people with
learning difficulties and one supporting people using mental health services who
also use a Twitter feed.
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Section D (continued) – Potential impacts and how these will be addressed
Could your proposals have a
Yes (Y)
differential impact relating to
gender equality (this includes
pregnancy and maternity)
Are your proposals
discriminatory on the grounds of
gender?
Will men or women, boys or girls
not be getting the outcome they
need?
Will men or women, boys or girls
be disadvantaged as a result of
your proposals?
If the impact is negative, how
will it be reduced or eliminated?
Will the proposals mean that
men or women, boys or girls will
experience positive outcomes?
Highlight any positive impacts
Y
No (N)
Explain impact(s) and what evidence or data exists to support your analysis?
N
There are no recognised impacts on gender equality.
We have a range of Facebook pages for people’s differing interests that aren’t
gender specific and allow for engagement for example dance, watersports and
heritage.
Are the proposals likely to
impact on community cohesion?
Is there potential to enhance
relationships between people
who share a protected
characteristic and those who do
not?
Identify areas where there is
potential to foster good relations
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Section D (continued) – Potential impacts and how these will be addressed
Could your proposals have a differential
impact relating to equality for people
planning, undergoing or who have
undergone gender reassignment?
Are your proposals discriminatory for
people planning, undergoing or who
have undergone gender reassignment?
Will people planning, undergoing or who
have undergone gender reassignment
not be getting the outcome they need?
Will people planning, undergoing or who
have undergone gender reassignment
be disadvantaged as a result of your
proposals?
If the impact is negative, how will it be
reduced or eliminated?
Yes (Y)
No (N)
Explain impact(s) and what evidence or data exists to support your
analysis?
N
There are no recognised impacts relating to equality for people planning,
undergoing or who have undergone gender reassignment.
There is the risk of some social media users making offensive comments –
the policy and guidelines outline the steps that will be taken to manage this
within the city council’s social media channels.
Will the proposals mean that people
planning, undergoing or who have
undergone gender reassignment will
experience positive outcomes?
Highlight any positive impacts
Are the proposals likely to impact on
community cohesion?
Is there potential to enhance
relationships between people who share
a protected characteristic and those who
do not?
Identify areas where there is potential to
foster good relations
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Section D (continued) – Potential impacts and how these will be addressed
Could your proposals have a
differential impact relating to
race equality
Are your proposals
discriminatory on the grounds of
race?
Will people within certain racial
groups not be getting the
outcome they need?
Will people within certain racial
groups be disadvantaged as a
result of your proposals?
If the impact is negative, how
will it be reduced or eliminated?
Yes (Y)
No (N)
Explain impact(s) and what evidence or data exists to support your analysis?
N
Language and accessibility barriers could prevent accessing information using
social media by members of some communities. Some forms of social media e.g.
YouTube/Flickr may assist those who cannot speak/read English by use of still or
moving images.
See above.
N
Social media will not be used as the sole form of communication, but will be part of
the overall marketing and communications mix. Other methods of communication
and engagement will also need to be used to engage these communities in an
effective manner.
Will the proposals mean that
people within certain racial
groups will experience positive
outcomes?
Highlight any positive impacts
Y
Social media has the potential to engage with hard to reach groups (e.g. traveller
communities) and give them more empowerment and involvement. It is also gives
an opportunity to promote specific events such as Black History Month.
Are the proposals likely to
impact on community cohesion?
Is there potential to enhance
relationships between people
who share a protected
characteristic and those who do
not?
Identify areas where there is
potential to foster good relations
Y
Social networking through the regulated use of social media has the potential to
make a positive impact on communities by establishing greater links with
community groups.
Y
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Section D (continued) – Potential impacts and how these will be addressed
Could your proposals have a
Yes (Y)
differential impact relating to
religion or belief equality
Are your proposals
discriminatory on the grounds of
religion or belief?
Will people of certain religions or Y
who have particular beliefs not
be getting the outcome they
need?
Will people of certain religions or
who have particular beliefs be
disadvantaged as a result of
your proposals?
If the impact is negative, how
will it be reduced or eliminated?
No (N)
Explain impact(s) and what evidence or data exists to support your analysis?
N
Language and accessibility barriers or cultural practices could prevent accessing
information using social media by members of some communities (e.g. reluctance
within the Jewish community to use computers/internet).
See above – social media posts sent on the Sabbath will not be accessed on that
day (though they will remain available for subsequent access).
N
Social media will not be used as the sole form of communication, but will be part of
the overall marketing and communications mix. Other methods of communication
and engagement will also need to be used to engage these communities in an
effective manner. Consideration should be given to specific community’s needs if
sending a targeted message.
Will the proposals mean that
people of certain religions or
who have particular beliefs will
experience positive outcomes?
Highlight any positive impacts
Y
Social media can be used to engage with hard to reach communities and give them
more empowerment and involvement. Social media can be used as part of the
overall communications mix to promote religious festivals and events.
Are the proposals likely to
impact on community cohesion?
Is there potential to enhance
relationships between people
who share a protected
characteristic and those who do
not?
Identify areas where there is
potential to foster good relations
Y
Social networking through the regulated use of social media has the potential to
make a positive impact on communities by establishing greater links with
community groups.
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Section D (continued) – Potential impacts and how these will be addressed
Could your proposals have a
differential impact relating to
sexual identity equality
Are your proposals
discriminatory on the grounds of
sexual identity?
Will gay, lesbian and/or bisexual people not be getting the
outcome they need?
Will gay, lesbian and/or bisexual people be disadvantaged
as a result of your proposals?
If the impact is negative, how
will it be reduced or eliminated?
Yes (Y)
No (N)
Explain impact(s) and what evidence or data exists to support your analysis?
N
There are no recognised impacts relating to sexual equality identity.
N
There is the risk of some social media users making offensive comments – the
policy and guidelines outline the steps that will be taken to manage this within the
city council’s social media channels.
Will the proposals mean that
gay, lesbian and/or bi-sexual
people will experience positive
outcomes?
Highlight any positive impacts
Y
Social media can be used to empower and involve these communities. Salford’s
LGBT network group ‘Out IN Salford’ http://www.outinsalford.org.uk/ use social
media within their communications mix.
Are the proposals likely to
impact on community cohesion?
Is there potential to enhance
relationships between people
who share a protected
characteristic and those who do
not?
Identify areas where there is
potential to foster good relations
Y
Social networking through the regulated use of social media has the potential to
make a positive impact on communities by establishing greater links with
community groups.
N
Whilst not everyone from these communities may wish to use social media to
engage with the council, social media will not be used as the sole form of
communication, but will be part of the overall marketing and communications mix.
Information and engagement will also be available through other formats and
channels.
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Section D (continued) – Potential impacts and how these will be addressed
Could your proposals have a
differential impact on socio
economic equality (people on a
low income)?
Are your proposals
discriminatory on the grounds of
socio economic inequality?
Will people on a low income not
be getting the outcome they
need?
Will people on a low income be
disadvantaged as a result of
your proposals?
If the impact is negative, how
will it be reduced or eliminated?
Yes (Y)
Will the proposals mean that
people on a low income will
experience positive outcomes?
Highlight any positive impacts
Y
Are the proposals likely to
impact on community cohesion?
Is there potential to enhance
relationships between people
who share a protected
characteristic and those who do
not?
Identify areas where there is
potential to foster good relations
Y
No (N)
Explain impact(s) and what evidence or data exists to support your analysis?
N
Social media may not always be a viable form of communication for this community
due to lack of access to this technology. As a result of this there will be individuals
that can’t be reached using social media. Free computer access is available in all
Salford City Council libraries.
As above.
N
Social media will not be used as the sole form of communication, but will be part of
the overall marketing and communications mix. Therefore information and
engagement will also be available through other more accessible formats and
channels.
Y
Social networking through the regulated use of social media has the potential to
make a positive impact on social wellbeing through more open communication and
the increased ability to share information and improve service delivery. It has
recently been used on the consultation about the changes to the council tax benefit
scheme.
Social networking through the regulated use of social media has the potential to
make a positive impact on communities by establishing greater links with
community groups.
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Section D (continued) – Potential impacts and how these will be addressed
Could your proposals have a
Yes (Y)
differential impact relating to any
other equality groups, for
example, carers, ex offenders?
Are your proposals
discriminatory in relation to any
other groups?
Will people within any other
groups not be getting the
outcome they need?
Will people within any other
groups be disadvantaged as a
result of your proposals?
If the impact is negative, how
will it be reduced or eliminated?
No (N)
Explain impact(s) and what evidence or data exists to support your analysis?
N
Will the proposals mean that
people within any other groups
will experience positive
outcomes?
Highlight any positive impacts
Y
We have a Facebook page and Twitter feed that supports carers of people using
mental health services and a Facebook page that supports carers of people with
learning difficulties.
Are the proposals likely to
impact on community cohesion?
Is there potential to enhance
relationships between people
who share a protected
characteristic and those who do
not?
Identify areas where there is
potential to foster good relations
Y
Social networking through the regulated use of social media has the potential to
make a positive impact on communities by establishing greater links with
community groups.
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Section E – Action Plan and review
Detail in the plan below, actions that you have identified in your CIA, which will eliminate discrimination, advance equality of opportunity
and/or foster good relations.
If you are unable to eliminate or reduce negative impact on any of the equality areas, you should explain why
Impact (positive or
negative) identified
Proposed action
Person(s)
responsible
Disproportionate
disadvantage of group(s)
through the application of
the social media policy.
Ensure that social media
is not used as the sole
form of communication
but part of the overall
mix through integrated
marketing and
communications plans.
Review this CIA in line
with the policy.
Corporate
Marketing
Manager
Creative and
Web Services
Manager
Where will action
Target date
be monitored? (e.g.,
Directorate
Business Plan,
Service Plan,
Equality Action
Plan)
Service Plan
Ongoing
Required outcome
The application of
the social media
policy does not
disproportionately
disadvantage any
specific groups.
Creative and
Directorate Business 30 November
Web Services
Plan
2015
Manager
Could making the changes in any of the above areas have a negative effect on other groups? Explain why and what you will do about
this.
No
Review
Your CIA should be reviewed at least every three years, less if it has a significant impact on people. Please enter the date your CIA will
be reviewed - 30 November 2013.You should review progress on your CIA action plan annually.
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Section F – Summary of your CIA
As your CIA will be published on the council’s website and accessible to the general public, a summary of your CIA is required. Please
provide a summary of your CIA in the box below.
Summary of Community Impact Assessment
How did you approach the CIA and what did you find?
Analysed information from other sources about social media – notably LGA reputation guidance and Socitm’s ‘Better Connected’ 2012
survey. Benchmarking also took place against the social media policies of six different public sector organisations.
What are the main areas requiring further attention?
Social media should not be used as the sole means of communication/engagement with residents, stakeholders or partners.
Summary of recommendations for improvement
Social media should be used as part of an overall marketing and communications mix to ensure that information and engagement is
available through other channels and formats which may be more accessible for certain groups.
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Section G – Next Steps
Quality Assurance
When you have completed your CIA, you should send it to your directorate Equality Link Officer who will arrange for it to be quality
assured. Your CIA will be returned to you if further work is required. It is important that your CIA is robust and of good quality as it may
be challenged
“Sign off” within your directorate
Your directorate Equality Link Officer will then arrange for your CIA to be “signed off” within your directorate (see below). Your directorate
Equality Lead Officer or other senior manager within your directorate should “sign off” your CIA (below).
Name
Signature
Date
Senior Manager
Lead CIA Officer
Publishing
When your CIA has been signed off within your directorate, your directorate Equality Link Officer will send it to Elaine Barber in the
Equalities and Cohesion Team for publishing on the council’s website.
Monitoring
Your directorate Equality Link Officer will also send your CIA to your directorate Performance Officer where the actions identified within
your CIA will be entered into Covalent, the council’s performance management monitoring software so that progress can be monitored
as appropriate.
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