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Government Information Services Department of Internal Affairs July 2012 Version 1.0
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Contents
1. Purpose and scope 2. Types of mishaps 3. Before the event 4. During the event 5. After the event 2 3 5 5 10
Licensing
Crown copyright . This copyright work is licensed under the Creative Commons Attribution 3.0 New Zealand licence. In essence, you are free to copy, distribute and adapt the work, as long as you attribute the work to Department of Internal Affairs and abide by the other licence terms. To view a copy of this licence, visit http://creativecommons.org/licenses/by/3.0/nz/.
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Companion documents
This guide should be read alongside the previously published Social Media in Government documents published by the Department of Internal Affairs including the High Level Guidance and the Hands-on Toolbox.1 The High-level Guidance document takes you through issues that need to be considered before your agency begins using social media. It offers information to help with benefit and risk assessment and, finally, a business case template designed to stimulate thinking around key areas that need to be considered when planning to use social media. The Hands-on Toolbox document has been written to help practitioners who are setting up social media profiles and using the tools on a daily basis. It has been written for public servants with limited experience using social media, but also offers tools and tips that will be useful for those practitioners who have been using social media for some time. Together, these Social Media in Government documents will help those willing to engage with target audiences through social media, and to take positive action that will benefit their agency.
2. Types of mishaps
There is a range of potential social media challenges that Government agencies may face. Directed abuse Abuse directed at the agency or an individual at the agency. Leak/Early Release The release of information prior to its official release.
http://webstandards.govt.nz/guides/strategy-and-operations/social-media/high-level-guidance/
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Unwanted Intrusion The participation of an agency in a social media conversation is unwanted by the audience. Heated Topic Discussion of a topic which gains strong viewpoints from opposing sides. Misinterpreted Message A message intended one way, but interpreted another. Misaligned Expectations - The expectation of the audience is different to the expectations of the agency. Hack or Wrong Account Posting An accounts security is compromised and inappropriate messages are posted or a user accidentally posts on the agency account rather than their own. Questionable Humour Humour that may not be received as funny to the entire audience. Insensitive Statement/Opinion A statement or opinion which may be received as insensitive or offensive. the ease of resolving the issue the impact it has on brand and reputation.
The following diagram illustrates the way social media mishaps range in terms of:
The four outlying issues of Hack or Wrong Account Posting (low impact/easy to remedy), Directed Abuse (low impact/hard to remedy), Insensitive Statement or Opinion (high impact/easy to remedy), and Leak or Early Release (high impact/hard to remedy) have specific responses required when facing them. The centre cluster of Unwanted Intrusion, Heated Topic, Misinterpreted Message, and Misaligned Expectations are issues with moderate impact that are moderately easy or hard to remedy. They are often the challenging area for Government agencies because there are no specific rules and processes to follow for each situation. People responding to social media on behalf of the agency need to rely on a set of general behavioural guidelines and judgements made at the time. The diagram also identifies the
Social Media in Government: How to Handle a Mishap Page 4 of 10
Questionable Humour issue as low on the ease of remedy scale, but having a moderate impact on reputation. The general guidelines listed below will assist with the centre cluster of issues. The outlying issues are still assisted by the general guidelines; however they have some more specific assistance detailed in the document. The purpose of this diagram is to show the range of issues that might occur and provide perspective when dealing with a challenging situation.
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Prepare the first response using the approved template response for the appropriate platform i.e. Twitter- release a tweet. Always try to respond on the platform where the mishap occurred. Cover your awareness of the issue, that you are looking into it and will let people know more once you have further information. Thank everyone for their patience and understanding. Publish the initial response as soon as possible by following the documented, pre-approved process in place, including escalations following the first response. If you find yourself in the middle of a social media mishap and you have no previously established process in place, ensure your manager is advised immediately.
General Guidelines
The State Services Code of Conduct2 sets expectations of public servants that extends to their behaviour online. For specific rules or remedies for most social media mishaps, general guidance is needed for staff. As each social media platform and audience is unique, it takes time to develop the knowledge of how to work through a situation. Consider your reputation and that of the NZ Government in responding to social media mishaps. Consistent management and engagement will ensure the best understanding of how your specific community may react under given circumstances. Here are general guidelines for online behaviour.
Do
Ensure necessary senior management are advised in accordance with your agencys communications policy. Be honest (within legal guidelines) and genuinely apologise for mistakes. Act super-fast, even if you only say you are investigating immediately. If you cannot respond quickly, listen and be attentive to positive and negative comments. Show that real people in your agency are trying to fix the problem. Stay in touch and update people individually or in general where there are many similar queries to respond to. Establish a hashtag3 for a large incident so people can follow it, or use one that is in common circulation. If a primary authoritative source does issue information, attribute it to them clearly. Keep it simple; get to the heart of the issue. Recognise and thank members of the community that support you. While humour can assist a situation, it may not be appropriate coming from Government agencies where an authoritative response is expected. Encourage people to send feedback and respond promptly to that feedback. If they have a complaint, ask them to contact you directly. Correct faulty information tactfully in a calm and congenial manner. Keep your messaging simple and your tone non-threatening; try not to be reactive. Be specific and relay what went wrong and the remedial steps you are taking. Keep your community up to date on progress.
2 3
Code of Conduct for the State Services at: http://www.ssc.govt.nz/code Hashtag - a tag embedded in a message posted on Twitter, consisting of a word within the message prefixed with a hash (#) sign. e.g. This is a twitter message with a #hashtag.
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If threat of litigation prevents your agency from admitting a mistake or issuing an apology, reassure audiences that the agency is taking steps to ensure what transpired never happens again.
Dont
Dont ignore complaints. Dont prioritise speed over accuracy of information. Dont spread something without verifying the source. Dont spread hate against persons or a community. Dont spread information that could be used negatively. Dont say something or try to be funny for the sake of it. Every statement should have a purpose in a mishap. Dont respond to, or delete abuse or trolling4. Stay calm and ask them to contact you directly. Dont engage in lengthy dialogue, social media is not the right forum and allows for too much interpretation. Dont use technical jargon. Dont quote rules or regulations unless you need to correct facts. Dont drip-feed solutions or information, dont prolong if you dont have to. Dont say no comment. If you have no information to hand, be honest and explain you will go and enquire.
Directed Abuse
Directed abuse can put considerable strain on the people monitoring and engaging with target audiences through social media. The attacks can be brutal and sometimes quite personal. You do not have to take abuse or harassment. Often it will be in breach of the terms of service for the platform and you can approach the service provider directly to investigate for you.
Trolling Purposeful attempt to aggravate, blame or direct abuse to get a response from you in order to inflame a situation further.
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Often the online community will recognise the difference between a complaint and abuse and will assist you in dealing with it. They will usually support you and understand that you are trying to work through the issue. Important considerations for resolving abuse are: Tone What tone has the person used towards you or the agency? Does it appear the discussion could be rational or are they negative and aggressive? Frequency Is this abuse part of a larger trend or is it a one off incident? Influence All complaints should be acknowledged, however note must be taken of how many followers, friends or subscribers a person has in order to consider an appropriate response Viral Behaviour As with frequency and influence, is this a one off incident or is this person gathering a following? Look at number of retweets, comments, etc. Make use of your social media monitoring tools. Most people who complain don't even know you're on Twitter or reading their blog. When they do, write to them and tell them who you are and ask if you can help. You'll probably be able to tell immediately if you can make things better. It doesn't hurt to try. Many people are just really happy to hear from someone. Find out the root of the problem and if you can't fix it personally, or right away, tell them you're working on it. Keep in constant communication until its been resolved. Stay positive and respectful.
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Dont disseminate any information that would violate any form of New Zealand legislation or would be contradictory to your agencys Code of Conduct. Other types of information may also require legal or public relations counsel before publishing, for example: information that invades the right to privacy (personnel records, medical files or information provided to the agency in confidence) identities of injured or dead until you receive assurance that the next of kin have been notified medical condition of injured parties; queries should be referred to hospital authorities statements attributing blame or speculation about the cause of the mishap, unless based on findings of official investigative agencies information about dollar estimates or financial ramifications until appropriate agency officials have conducted an appraisal.
More information on legal considerations can be found in Social Media in Government: Hands-on Toolbox document.
Act quickly. I apologise to everyone who was offended by my Apologise genuinely. insensitive tweet about the situation in Egypt. Ive Show the steps you will take to ensure it will dedicated my life to raising awareness about serious not happen again. social issues, and in hindsight my attempt at humor regarding a nation liberating themselves against Make your resolution public. oppression was poorly timed and absolutely See it from the users point of view. inappropriate. 5 Do not retaliate to abuse or trolling . It is a judgement call if you choose to delete a post, however never delete comments just because they are negative. Delete comments only if the language is offensive or abusive. State that such form of discussion is against your moderation policy.
Trolling Purposeful attempt to aggravate, blame or direct abuse to get a response from you in order to inflame a situation further.
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