Medical Research Council Using social media in a professional capacity - guide

Introduction Personal use of social media Use of social media in a professional capacity Other peoples use of social media Social Media Assessment Flowchart

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Medical Research Council 2nd Floor David Phillips Building Polaris House North Star Avenue Swindon Wiltshire SN2 1FL www.mrc.ac.uk
Medical Research Council 2012 Published in April 2012

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Introduction
Social media is a term used to describe web services and tools that allow you to interact with others in the sharing of information, opinions and content. Some of the most popular examples of services are Twitter, Facebook, Flickr and YouTube as well as more generic activities like blogging. With social media, the emphasis is very much on building communities of interest and encouraging people to participate, even in small ways such as rating content or commenting on blogs. All information conveyed through social media should be considered public, and it should be assumed that unless particular restrictions are put in place all such information could end up anywhere at any time. This document is a guide to staff (including students and visiting workers) engaging with social media and it is aimed at both new and existing users. It is appreciated that many staff have been active in this sphere for some time in both work and personal capacities. This is not an attempt to control personal use of these services. It is recognised that the blurring of the work and the personal space that is a feature of social media can sometimes cause problems or conflicts of interest when posts made in a personal capacity are associated with the MRC or mistaken for the official position on an issue. These guidelines aim to create an environment that allows users to operate in their own best interests, as well as those of the MRC. Staff should always be aware of their responsibilities to the MRC as outlined in the MRC Code of Conduct* and any social media activity undertaken during working hours using MRC equipment should comply with the MRC Computer Usage, Internet and Email Monitoring Policy.

*http://portal.mrc.ac.uk/ShortLinks/link.aspx?id=552 http://portal.mrc.ac.uk/portal/server.pt/gateway/PTARGS_0_22751_16089_1725_3078_43/http%3B/portcont.headoffice.mrc.ac.uk%3B8080/publish/_ communities_of_practice/working_communities/information_security_group/info_sec_policy/policy_guidance/articles/computer_usage__email_and_ internet_monitoring_policy_1.pdf

Personal use of social media

Social media can blur the boundary between the personal and the work space. It is an individual choice; some people like to keep separate accounts for their work and personal life, but many people do not. This is not a bad thing at all and can help to build relationships by revealing shared interests and provide welcome humour and informality. However, it can sometimes cause problems when personal posts that maybe at odds with or critical of organisational objectives identified with the MRC. Blogs or websites which do not identify the author as an MRC employee, do not discuss their work or the activities of the MRC and are purely about personal matters would normally fall outside this guidance. However, if you identify your employment with the MRC and regularly post on work matters or the activities of the MRC in a public forum, you will be associated with and could be viewed as, a spokesperson for the MRC, whether you intend to be or not. There is potentially a conflict of interest and, as an employee, you need to take responsibility for that. The guidelines below relating to the use of social media in a professional capacity apply. MRC staff should maintain the same high standards of professional behaviour that is expected of them in other public fora and should avoid any activity that could bring the MRC or its work into disrepute. If there is any doubt, staff should refer to the Code of Conduct for clarification of the behaviour expected of MRC employees.

Use of social media in a professional capacity

Where appropriate, it may be useful for staff to publish attributed official digital content using their personal accounts.

In this situation the following rules apply:

Official attributed content is subject to all the same restrictions and legal requirements as any online media. Data protection, freedom of information, copyright, intellectual property and privacy requirements apply to all our online media. Staff should not release personal data (ie. telephone numbers, home addresses etc) Staff should be clear that they are representing the Medical Research Council. Staff should only cover areas in which they are expert. Staff publishing in this manner should only do so with the explicit permission of the Head Office Communications team and/or their Director (or equivalent). The Director must take responsibility for the content. Not all types of social media will be appropriate for the MRC employees to engage in. Users should always seek to understand and evaluate the specific benefits and risks of engaging with a social media service and make an informed decision about whether or not to proceed.

Twitter and the Freedom of Information Act

Recent guidance from the Information Commisioners Office has confirmed that requests for information via Twitter should be treated as official FOI requests under certain circumstances. On these occasions the requester should be contacted via Direct Message and further details obtained before all the relevant information is forwarded to corporate@headoffice.mrc.ac.uk to be managed in the standard way.

Best Practice Guidelines

Write in the first person (I think...). These are your opinions, no one elses, and you take personal responsibility for them. Write only about what you know. You add value by contributing your views and opinions on topics you know something about. You can potentially damage the MRCs reputation (and your own) by posting on subjects where you are not an expert or are not aware of all the facts. Adopt an informal, conversational style. Social media is a chance to engage with people on a personal level, as if you were talking to them at a conference. Be open and honest. Do not try to control the message. Admit your mistakes and reflect on them. Do not try to bluff people - you will be found out and exposed. Be respectful. Just because this is an informal space, offensive language, personal insults and other disrespectful behaviour are just as unacceptable here as in your work environment. Think about whom you are talking to. When talking with bloggers and journalists via Twitter, Facebook or other social networks, you should treat their query just as you would any other media call and contact the MRC Press Office at the earliest opportunity - at press@headoffice.mrc.ac.uk Be constructive. People are going to disagree with what you say and may express that in many ways, from the helpful to the downright rude. Rise above it and ensure your engagement is constructive and positive. Remember, some comments are not worthy of a response. Your posts have a long life. Be aware that anything you post in a public space will live there for a long time and may be copied, re-purposed and redistributed in different contexts from the one in which it was posted. Do not fire off posts in anger or frustration. Consider what you have written carefully before posting and, if you have any doubts, dont ignore them; come back to it later or ask a colleague to check it. Remember, you are personally responsible for what you write Other peoples use of social media Even if you do not engage with social media yourself, you need to be aware that other people will be and this could have an effect on you. You cannot rely upon people automatically to respect your privacy or to understand the emerging etiquette of the platforms they are using. If you are speaking at an event, formally or informally, or even in a meeting, people may be commenting about what you are saying in the social media space in real time. Do not assume that off the record remarks will not attributed to you and redistributed multiple times via social networks within seconds.

Owner: Last updated: Review date:

Matt Jukes, Digital Media Manager (matthew.jukes@headoffice.mrc.ac.uk) 25 January 2012 31 January 2013

Social Media Assessment Flowchart

Social Media Update Has a mention of the organisasation been identified on the social web? Is it positive?

No Yes Trolls is this a site/page/account dedicated to bashing others? Yes No Ranter is update just a rant, joke or satire? Monitor Only Avoid responding to specific posts but monitor updates Fix the Facts Respond directly with factual information including references

Do you want to respond?

Let update stand Misguided is the update factually incorrect? Yes Unhappy Stakeholder is the update the result of a negative experience from a stakeholder? Yes

Share Success Proactively share positive stories with the updater.

Yes

Final Evaluation decide to respond based on present circumstances, influence of the poster and stakeholder prominence. Will you respond?

Restore Reputation Respond and work to identify a solution to issue raised include other appropriate staff

Yes Response Considerations Transparency Disclose your MRC connection Sourcing Cite your sources by linking to relevant information. Tone Respond in a tone that is both personal and professional. Influence Focus on the most influential users of social media related to the Council