Social Media Policy and Practice at DCPLA, June 2013

Presentation for CILIP, Thursday 6th
June 2013, London. Eddie Byrne, Dublin City Public Libraries
Dublin City Public Libraries & Archive
Social Media Policy & Practice
-
A Case Study
Dublin City Public Libraries - Social Media Policy & PracticeDublin City Public Libraries - Social Media Policy & Practice

Corporate Structure
Dublin City Council
Culture, Recreation & Amenity (Department)
Dublin City Public Libraries & Archive Services (Section)
Office of Dublin UNESCO City of Literature
International IMPAC Dublin Literary Award Office

Social Media Presences
City Council
Twitter (22)
Facebook (7)
YouTube
Libraries’ Section
Twitter (5)
Facebook (4)
YouTube
Vimeo
flickr
Slideshare
Netvibes
delicious
Blogs

Twitter
Library
@dubcilib
2683
followers
D1C1B
@1city1book
1475
followers
Literary Award
@DublinLitAward
1094 followers
City of Litt.
@DublinCityofLit
2232 followers
Fest of History (NEW!)
@HistFest
28 followers
Libraries’
Web Unit
City of Literature
Office
Literary Award
Office
Research
Projects

Twitter Embeds

Facebook
Library
1647 likes
D1C1B
947 likes
Literary Award
241 likes
City of Litt.
1927 likes
Libraries’
Web Unit
City of Literature
Office
Literary Award
Office
YouTube
Vimeo
flickr
delicious
Slideshare
Netvibes
Blogs x 4
Other:- YouTube
flickr

Public or Outward Facing SM Policy
Existing Internal Policies
Social Media Guidelines

Dublin City Council - Social Media Content Policy
We want you to feel comfortable using our social media sites. The conversation
should be respectful and contain language that is appropriate for all groups and all
ages.
We reserve the right to remove comments that are obscene, indecent; contain
threats or personal attacks of any kind; are defamatory, libellous or contain ad
hominem attacks; contain offensive terms directed to ethnic or racial groups; or
promote or endorse a product or service.
We encourage all users of our social media sites to act respectfully to other users.
Our official social media sites are manned Monday to Friday 9am to 5pm. We will
not reply to every individual question or comment, but will usually reply to a theme
that emerges based on comments received.
Individual enquiries can be dealt with by emailing … or by ringing telephone number
… (8:30am to 6pm Monday to Friday).
Presentation for CILIP, Thursday 6th June 2013, London. Eddie Byrne, Dublin City Public Libraries
Public Facing

Other policies staff must adhere to…
Computer and IT Resources Acceptable Use Policy
the Dublin City Council User Security Policy
the Dublin City Council Dignity at Work Policy
the Dublin City Council Disciplinary Policy
the Dublin City Council Grievance Procedures
the Dublin City Council Data Classification and Handling Policy
Employees are also subject to the Code of Conduct (Local Government
Act 2001)
Internal Guidelines

Computer and IT Resources Acceptable Use Policy
Dublin City Council imposes strict limits on Internet access by its
staff. Only those members of staff authorised by their Head of
Department my access the Web and use its facilities. A small
number of relevant web sites are available to all staff
A personal posting by users to blog sites, Newsgroups, social
Networking sites etc by means of services provided by Dublin City
Council is strictly forbidden.
It is not permitted to make or post indecent remarks, proposals or
materials.

User Security Policy
Policy for users in respect of accessing or processing
data/information, services and systems.
Contains Password Policy
Do not post information to websites or discussion forums that discuss
or disparage Dublin City Council policies, the organisation or its
personnel.
Do not post information to external bulletin boards, websites or
discussion forums in the name of Dublin City Council or purporting to
represent the views of Dublin City Council, without authorisation
from your Executive Manager.

Guidelines for Employees Working with Children
Do not photograph, film or otherwise record or permit the
photographing/filming or otherwise recording of children without the
written consent of the parent or guardian.
Do not display images or publish personal information about children
in any way, unless their parent or guardian agrees to it in writing.

Dublin City Council
GUIDELINES FOR ACCEPTABLE USE OF SOCIAL MEDIA
Internal Guidelines

Dublin City Council
GUIDELINES FOR ACCEPTABLE USE OF SOCIAL MEDIA
Internal Guidelines
DRAFT

Social Media Guidelines for Staff – Why?
Outlines the corporate guidelines in communicating with the public
Helps staff understand what they can and can’t do online (ground rules)
Protects the organisation against risks
Legal Risks and Protocols
Defamation
Privacy
Copyright
Brand and Image Protection
Data Protection
Employment Law
Vicarious Liability
Employees’ Responsibilities

Guidelines for…
…those authorised to, and acting on
behalf of DCC
…staff when participating in SM in a
personal capacity
Outlines staff role… to promote,
inform, assist
Rules for other channels of
communication also apply in SM world
Consultation Process, 23rd
May – 30th
June 2013 - Have Your Say

Access & Approval
Request for access to Social Media Sites to include:
A signed declaration of acceptance of the Dublin City Council Social Media
Guidelines
Business case
Completed Internet Access form signed by the relevant Executive Manager
Application Section Head Web Unit IS Department
Stage One
Approval
Stage Two
Approval
Stage Three
Access

Additional SM Accounts?
Request DCC Web Unit
Libraries’
?

SM Guidelines: What else do they state?
Any employee authorised for access, must attend training in the use
of Social Media, prior to commencement.
Be mindful that you are representing Dublin City Council
…protect Dublin City Council’s reputation
…selectively engage and participate in online conversations that refer
to the Council
Do not post material that is inaccurate, unlawful, obscene,
defamatory, threatening, harassing, abusive, slanderous, hateful,
biased or embarrassing to any other person or entity.

SM Guidelines: What else do they state? (contd.)
Be first to correct your own mistakes. Don’t be afraid to be
yourself, but do so respectfully. Adopt a conversational tone.
Keep records. It is critical to keep records of interactions in the
online social media space… and send a copy to the Media
Relations Office if you deem it necessary
Proprietary information must not be exchanged, discussed or
referred to on social networking sites even in private messages
Employees must exercise sound judgement and common sense to
prevent online social media sites from becoming a distraction at
work.

SM Guidelines: What else do they state? (contd.)
Let the subject matter experts respond to the negative posts.
Avoid the temptation to react.
Must NEVER disclose confidential information.
(be mindful of) Copyright and Other Legal Issues
Any breach of these Guidelines may result in disciplinary action
under Dublin City Council’s Disciplinary Policy.

Guidelines for Employee’s Acceptable Behaviour in Online
Social Media, in personal capacity (where you might refer to
Dublin City Council).
Adhere to these Guidelines and all other applicable policies.
Must not discuss or disparage Dublin City Council policies, the
organisation or its personnel
If you publish content online relevant to Dublin City Council in your
personal capacity you must use a disclaimer .
If you come across positive or negative remarks about Dublin City
Council online that you believe are important, consider forwarding
them to the Media Relations Office

Guidelines
&
Instruction Manual
for
Blog Writers
“Staff contributing stories to the library blog do so in their capacity
as employees of Dublin City Council, and as such do so for
business purposes only. Contributing writers must not publish any
content that could, potentially or otherwise, impact on the
reputation and good name of Dublin City Council. It is every staff
member’s duty to use Dublin City Council’s resources responsibly,
professionally, ethically, and lawfully.”

To moderate or not to moderate…?
In general, we moderate after the fact
Exceptions? - Yes - YouTube !
We reserve the right to remove comments…
(public-facing policy)
Monitoring, Moderating, Engaging
Policy on…
- Posting
- Moderation
- Comments
- Updates. How often?

Engaging…
We will not reply to every individual question or comment, but
will usually reply to a theme that emerges based on comments
received

Staff Member:
“I’ve brought it to [manager’s] attention… suggested talking to you about it and about a
policy of response to it, I didn’t [respond] because I was logging onto it with my
personal account but this could become something we might need to monitor and
respond to professionally.”

Monitoring & Analytics
Hootsuite

Monitoring can also highlight…
Intellectual Property / Copyright Infringement

Risk Reduction Measures
• Established services used
• Risk Assessment and Management Plan
• Alternatives identified
• Backups performed
• Migration issues considered
• Web presences monitored ongoing
Free v Premium Services?
Cases in Point
• Pageflakes Experience
• Delicious change of ownership
• YouTube video length limitation
• Twitter – rss feed not easily obtained
• Wordpress – introduction of adverts
• Slide.com, Bloglines, Odeo – gone
• Meebo shut down, 11, July 2012
• Flickr – annual cost c.€20
What if…? Risk Management

Managing Social Media & Engagement
General Rules
Do not… leave page idle
Do not… post too much
Do not… post inappropriately
Do not… ignore comments, criticisms, questions
Do not… get pulled into confrontations
Do not… ignore your other duties!
Be courteous
Be aware you are representing your organisation
Linking of accounts?
?
Image: http://www.henrikeger.com/Workshop-Archive.php

Thank You
Eddie Byrne
Tel 01 6744831
Email: edward.byrne@dublincity.ie
Twitter: @ebyrne41
LinkedIn: http://ie.linkedin.com/in/ebyrne41
Slideshare.net: ebyrne41

Case Study - Image GalleriesCase Study - Image Galleries
c. 3,300 images
www.dublincitypubliclibraries.com

2,684 followers (30 May 2013)
1,647 likes (30 May 2013)

Dublin City Public Libraries’ Blog and Image Gallery Site
April – October 2010
> 191,000 page views
c.26,000 visits
> 8,300 visits from referral sites, of those:
c.1,900 referrals from Facebook (1,400 referrals to Image Galleries)
c.1,700 referrals from discussion forums (most to Image Galleries)
c.300 referrals from Twitter (c.80 referrals to Image Galleries)
83 referrals from flickr
135 Fb likes
‘Dublin in the Rare Oul’ Times’ Image Gallery
Posted notice on Facebook 17 Oct – within 24 hours,
45 referrals to Gallery from Fb. (98 referrals to whole site)
11 Fb shares, 8 Fb likes
Tweeted 18 Oct - within 24 hours,
21 referrals to Gallery from Twitter , 1 Retweet

Conversation around the Images

Content Creation

Listening

Flash in the Pan? Here we are again......brilliant, mind you the Doc should've been arrested by the
fashion police for the chequered suit ...great site
Brilliant stuff! Memories :-)
I love it! More of this please!
Quality dcpldigital.
absolutely fantastic site,
A few years before my time but amazing pictures and to put faces on the lads… thank you for this
great display.
brilliant, brings back sooo many memories…
Great stuff. Lots of flashbacks in there! Maybe in 35yrs they will do another one on Dublin hurlers.
Starting with NHL Final 2011 -:) Up the Dubs.
Classic stuff - thanks for posting.
Thank you for putting these photos on the forum .
been looking as well .number 8 is walden motor company . where i "worked" 1969 to 1980.
excellent photos
Another brilliant collection, every one of the pics are enjoyable, keep up the good work.
Terrific collection great addition.
Engagement
…from boards.ie
…also dublin.ie
forums…
http://bit.ly/Lj1E8k

Slideshow of
photographs,
accompanied by
oral
reminiscences.
Video created
from images and
audio using
ProShow Gold.
Video hosted on
YouTube,
embedded
elsewhere.
Dublin City Archives’
North Strand Bombing
Reminiscences Oral
History Project.
http://northstrandbombing.wordpress.com/video/

Thank You
Eddie Byrne
Tel +353 1 6744831
Email: edward.byrne@dublincity.ie
Twitter: @ebyrne41
LinkedIn: http://ie.linkedin.com/in/ebyrne41
Slideshare.net: ebyrne41

Social Media Policy and Practice at DCPLA, June 2013

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