Print Page | Sign In | Register
Social Media Policy
Group HomeGroup HomeGroup PagesDirectory & Features
Share |

Social Media Guidelines, Draft to be discussed at the 2019 ICA PRD business meeting on May 27, 2019

 

 

 

 

 

 

Social Media Policy

April 2015, revised in July 2015, November 2018, March 2019

 

 

This document sets out guidelines for how the ICA PR division and its members should approach the use of social media as part of their communications strategy.

 

 

 

           


ICA PRD Social Media Committee

 

Contact person:

Phuong Hoan Le, Erasmus University Rotterdam, the Netherlands

le@eshcc.eur.nl

 

Other members:

Cindy Ngai, The Hong Kong Polytechnic University, Hong Kong SAR China

Alessandro Lovari, University of Caliari, Italy

Lisa Tam, Queensland University of Technology, Australia

Arunima Krishna, Boston University, the USA

and PRD officers 2018-2019

 


 

 

Contents

Our online presence. 4

Facebook group. 4

Twitter account 4

LinkedIn group. 4

Roles. 5

Social Media Coordinator 5

Moderators in general 5

Facebook Moderator(s) 5

Twitter Moderators 6

Linkedin Moderator(s) 6

General principles of ICA PRD communication using social media. 7

 

 

 


 

Our online presence

 

Facebook group

Our biggest online presence is on Facebook. Our Facebook group was created on Jun 25, 2008. It is used to communicate information of interest to members that is not necessarily urgent or time-bound, such as vacancies, events and conference notices, calls for papers, new journals or books). It can also be used for social purposes, for example, to post pictures of members at conferences, or to post comments about events.

 

The group is public, and its membership includes people beyond ICA. Anyone in the group can post here, but the posts first need to be approved by the PRD officers. Members may post information that is not directly ICA-related; however information should be relevant to the field of public relations/strategic communication. Given the nature of the group, it is likely that such information will still be of interest to members.

 

Twitter account

Twitter is of growing importance for the division. It was created in October 2016. Twitter allows for quick and rapid dissemination of information, issues or events that might interest members whereas posts on Facebook and LinkedIn can be more elaborate and formal. Although we have a smaller community here than on Facebook, a big benefit is that the Twitter account is connected with other communication associations and other ICA divisions. As such, it is a good means of forwarding information (i.e., retweeting). Members and associations occasionally share content with us by tagging us in their tweets. Hashtags can be used to track the sentiment and reach of our tweets, and may be particularly useful when tweeting about conferences.

 

The feed is public, and anyone can follow it. Members can send message and tag the ICA PRD in their tweets. However, only certain members are authorized by the ICA PRD officers to post on the Twitter account (i.e., to tweet, follow users, and more).

 

LinkedIn group

The LinkedIn group forms the latest social platform for the division. The group was set up in April 2017. It is a useful professional networking tool where we can play an active role in helping members find jobs and connect with others within but also outside of academia, including PR professionals and businesses. Members may thus post information that is not directly ICA-related. Moreover, it is used to help members improve their skills by posting useful information or research.

 

Similar to the Facebook group, this is also a public group and its membership includes people beyond ICA. Anyone in the group can post here.

 


 

Roles

 

Social Media Coordinator

The social media coordinator will be responsible for:

-     Maintaining contact with the Committee and the PRD officers to grow the division’s social media presence on Twitter and LinkedIn, and maintaining its presence on Facebook (i.e. admitting members to the group, monitoring posts).

-     Drafting a social media strategy and a plan together with the Committee and the PRD officers.

-     Communicating with division members about social media-related news and information.

-     Monitoring social media posts to ensure they adhere to the guidelines set out below, and consulting with the Board about cases that cause concern or have prompted a complaint.

 

Moderators in general

The ICA PRD Social Media Committee members will be based in each of the regions: UK and Europe; Middle East and Africa; the Americas; India and South East Asia; Australasia. Although the committee members are encouraged to participate on all three social media platforms, they are assigned a specific role as Facebook Moderator, Twitter Moderator, or LinkedIn Moderator. In the event that a moderator receives a complaint or notes a post that does not appear to adhere to the guidelines set out in the next section, the moderator will consult with the Social Media Coordinator and/or PRD officers about the appropriate course of action. All communication should be conducted in English.

 

The common goal is to grow and inform the ICA PRD community by:

-     Gathering and posting information on behalf of members in their region.

-     Finding and disseminating relevant information.

 

Additionally, moderators are encouraged to inform each other on items that could be shared and to share ideas for the social media planning. Ideas could include – but are not limited to – campaigns in a certain theme (e.g., Halloween-themed posts), for a certain event or activity (e.g., to advertise a conference or a call for donations), or for social media activities (e.g., an online question-and-answer session with PR practitioners).

 

Facebook Moderator(s)

The Facebook Moderator should feel comfortable using their own Facebook account when managing and posting in the Facebook group. Due to the size of the Facebook group, multiple board and committee members are given the responsibility to manage this group. In addition to the general notes above, moderators on Facebook have the following tasks:

-          Accept/reject post submissions. This is mostly about rejecting spam, fishy, or otherwise inappropriate posts. In general, any post that does not contain ICA-related information or information of interest to the members will be rejected.

-          Accept/reject requests to join the group. Facebook users who request to join the group will automatically receive the following question: “To ensure the quality of our Facebook group, we try to accept only those who are genuinely interested in PR research. Please let us know how you are affiliated with ICA or this field of research.” Moderators can use the answers to these questions to distinguish possible spambots from scholars who are genuinely interested in joining.

 

Twitter Moderators

Due to the importance of timing and speed on Twitter, multiple moderators are given the responsibility to manage the Twitter account. In addition to the general notes above, moderators on Twitter have the following tasks:

-     Repeat important announcements over a longer time span. For example, this tweet got retweeted 5-10 times each time it was tweeted again by us: https://twitter.com/ICA_PRD/status/914515270919737345.

-     Connect with relevant Twitter users, including public relations academics, institutes and other divisions, and tag them in our posts when appropriate. Usually, they follow us back in response.

-          Share interesting content you’ve found on Twitter with the Facebook and LinkedIn moderators, or post them on Facebook and/or LinkedIn directly.

-          Use the right hashtags. Most important are the hashtags #ica_pr and #icaYY. The hashtag #ica_pr is provided by the general ICA board to mark all tweets related to or directed to our division (it should not be misspelled as #ica_prd). The hashtag #icaYY is used to mark all tweets related to the annual ICA conference. Here “YY” is replaced by the last two digits of the year, e.g. the 2018 conference used the hashtag #ica18 (it should not be misspelled as #ica2018 or #ICA18).

 

Linkedin Moderator(s)

The LinkedIn Moderator should feel comfortable using their own LinkedIn account when managing and posting in the LinkedIn group. In addition to the general notes, LinkedIn Moderators have the following tasks:

-          Invite new members pro-actively, including academics, practitioners and possible research sponsors.

-          Accept/reject requests to join the group.

-          Accept/reject post submissions. This is mostly about rejecting spam, fishy, or otherwise inappropriate posts. In general, any post that does not contain ICA-related information or information of interest to the members will be rejected.

 

 

 

 

 


 

General principles of ICA PRD communication using social media

1.     Communication on social media should be focused on news that is of interest to members: for example, job ads, events and conference notices, calls for papers, research grant opportunities, calls for participation in research, and announcements about new journals or books. Information should be related to public relations education, research and professional life, but need not be specific to ICA members or division-led initiatives.

2.     The division is part of an academic association and debate about research and practice is positively encouraged. The tone of debates should remain respectful of colleagues and their work, and personal attacks are not appropriate.

3.     Social media posts on or from the ICA PRD account must not compromise the division’s status and integrity.

-     Social media posts on or from the ICA PRD account must reflect a PR professional / educator / researcher perspective (see also point 1 above).

-     Posts must not be libelous and must not include obscene language.

-     The principles of social media use should align with the other principles underpinning the ICA’s operations, and the division’s operations. See http://www.icahdq.org/about_ica/principles.asp and http://community.icahdq.org/ohana/groups/details.cfm?id=39.

4.     The division will ensure that several people are charged with the management of social media on an ongoing basis; one person alone cannot manage the work required to support social media effectively.

5.     The division will use social media as part of its engagement with other communication networks that members already participate in, and as part of its overall mix of communication tools.

6.     Because social media are open and unpredictable, some posts may attract trolls – people who post deliberately provocative messages in order to inflame a debate. Principles for responding are:

-     Do not respond reactively; always think before you post.

-     Recognize that simply disagreeing with your post is not trolling, so beware of over-reacting.

-     Use standardized text to respond to anger, in the same way that call center staff use a specific script to respond to angry callers.

-     Keep your response in proportion – check out how many followers a troll has, often it will not be many.

-     Ask questions to clarify comments – it is easy to misunderstand 280 characters. This is also a means of pushing back - trolls tend to disappear once you push them into a conversation.

-     Remember it is not personal; trolls and other tweeters do not know who is on the other end of the line.

-     Do not use obscene language.

7.     The PRD will regularly monitor its presence on social media (e.g., through Google Alerts) and will review its social media policy when necessary.

8.     The PRD reserves the right to remove posts that do not comply with the principles set out above. The person who has posted the offending content will be contacted directly by the board to explain why the content is being removed.

9.     The PRD is not responsible for the accuracy of the content of social media posts.

 

Social Media Policy

Developed by the ICA PRD working Group on Social Media

April 2015, revised July 2015

This document sets out guidelines for how the ICA PR division and its members should approach the use of social media as part of their communications strategy.                                                     

Platforms and their purpose

ICAPRD Facebook Page. The Facebook page is currently running. It is used to communicate information of interest to members that is not necessarily urgent or time-bound (for example, job ads, events / conference notices, calls for papers, new journals or books). It can also be used for social purposes, for example, to post pictures of members at conferences, or to post comments about events. The group is public, and its membership includes people beyond ICA. Anyone in the group can post on the page, which means that some members may post information that is not directly ICA-related. However, given the nature of the group, it is likely that such information will still be of interest to members.

ICAPRD twitter feed.  Twitter is the first priority for the division. It is a means of quickly notifying members about information, issues, or events that might interest them, and delivering brief thoughts and opinions about current events that they may pass on to others. It is also a means of forwarding information from other networks (and from ICAPRD’s other communication channels) that might be of interest to members. Messages can be repeated on Twitter, but are less likely to be repeated on Facebook. The feed is public, and anyone can follow it, but only certain members will be authorised to post on it with the sanction of the ICAPRD board. The production of tweets is therefore more controlled than is the case with Facebook. Hashtags can be used to track the sentiment and reach of issues and of ICAPRD posts, and may be particularly useful during conferences.

ICAPRD LinkedIn page. LinkedIn is the second priority to set up once twitter is running. It is a useful professional networking tool where the ICAPRD may be able to play an active role helping members find jobs and also helping them to improve their skills by posting useful information or research. It is also a means of connecting with businesses and may therefore be a useful source of sponsorship.

Roles

Twitter Moderators (regional). Twitter Moderators will be based in each of the following regions: Europe; Middle East and Africa; the United States and Canada; South America; India and South East Asia; Australasia. They will gather and post information on behalf of members on their region, and will ensure that they adhere to the general principles set out below. The language for posting may be chosen by the moderator, with a view to maximising the audience for each post. In the event that the moderator receives a complaint, or notes a post that does not appear to adhere to the guidelines, the moderator will consult with the Social Media Coordinator about the appropriate course of action.

Social Media Coordinator. The social media coordinator will be responsible for:

  • Working with volunteer members and the Board to set up the Division’s social media presence on Twitter and LinkedIn, and maintaining its presence on Facebook (admitting members to the group, monitoring posts);
  • Maintaining contact with regional Twitter moderators and ensuring that Twitter has a regular ‘feed’ of news;
  • Communicating with division members about social media-related news and information;
  • Monitoring social media posts to ensure they adhere to the guidelines set out below, and consulting with the Board about cases that cause concern or have prompted a complaint

General principles of ICAPRD communication using social media

  1. Communication on social media should be focused on news that is of interest to members, for example, job ads, events / conference notices, calls for papers, research grant opportunities, calls for participation in research, announcements about new journals or books. Information should be related to public relations education, research and professional life, but need not be specific to ICA members or division-led initiatives.
  2. The division is part of an academic association and debate about research and practice is positively encouraged. The tone of debates should remain respectful of colleagues and their work, and personal attacks are not appropriate.
  3. Social media posts on or from the ICAPRD account must not compromise the division’s status and integrity.
  4. The division will ensure that a group of people are charged with the management of social media on an ongoing basis; one person alone cannot manage the work required to ‘do’ social media effectively.
  5. The division will use social media as part of its engagement with other communication networks that members already participate in, and as part of its overall mix of communication tools.
  6. Because social media is open and unpredictable, some posts may attract trolls – people who post deliberately provocative messages in order to inflame a debate. Principles for responding are:
  • Do not respond reactively; always think before you post.
  • Recognise that simply disagreeing with your post is not trolling, so beware of over-reacting.
  • Use standardised text to respond to anger, in the same way that call centre staff use a specific script to respond to angry callers.
  • Keep your response in proportion – check out how many followers a troll has, often it will not be many.
  • Ask questions to clarify comments – it is easy to misunderstand 140 characters. This is also a means of pushing back - trolls tend to disappear once you push them into a conversation.
  • Remember it is not personal; trolls and other tweeters do not know who is on the other end of the line.
  • Do not use obscene language.

Oversight

  1. The division Board will regularly monitor its presence on social media (e.g. through Google Alerts), based on an annual report delivered by the social media coordinator. The Board will review its social media policy annually and will provide a social media report to the PR Division at the annual business meeting.
  2. The division Board reserves the right to remove posts that do not comply with the principles set out above (e.g. commercial posts). The person who has posted the offending content will be contacted directly by the Board to explain why the content is being removed.
  3. The division Board is not responsible for the accuracy of the content of social media posts.

 

ICA welcomes your comments and questions. Please feel free to contact the ICA staff at anytime.

Contact

International Communication Association
1500 21st Street, NW
Washington, DC 20036 USA

Phone: (202) 955-1444

Connect With Us