HomeMy Public PortalAboutBy-Law 2018-37 Adopt a Social Media PolicyCORPORATION OF THE MUNICIPALITY OF TWEED
BY-LAW NO. 2018-37
Being a By-law to Adopt a Social Media Policy for the Municipality of Tweed.
WHEREAS the Municipal Act, 2001 provides the general authority for Councils to adopt
policies;
NOW THEREFORE the Council of the Corporation of the Municipality of Tweed enacts
as follows:
1. THAT the Social Media Policy attached hereto as Schedule "A" to this By-law, is
hereby adopted as the Social Media Policy for the Municipality of Tweed.
2. THAT this By-law shall come into force and take effect immediately upon the
passing thereof by the Council of the Corporation of the Municipality of Tweed.
Read a first and second time this 22nd day of May, 2018.
Read a third and final time, passed, signed and sealed in open Council this 22nd day of
May, 2018.
SCHEDULE "A" TO BY-LAW NO. 2018-37
Municipality of Tweed
Social Media Policy
Policy Statement:
The Municipality of Tweed is committed to excellence in municipal management with a focus on
accountability, transparency, communication and customer service. As a result, the Municipality strives
to provide open access to information about its policies, services, and initiatives. The Municipality of
Tweed will promote the use of their social media channels as a tool for fast, two-way communications
about our programs, services and news affecting our community as well as a promotional tool to enhance
tourism in the Municipality of Tweed. The Municipality is committed to disbursing information in a
range of formats to reach a variety of stakeholders.
This policy establishes guidelines for the use of the social media applications specifically so that the
disbursement of timely and accurate. information is balanced with the Municipality's need to ensure that:
a. The use of social media tools does not compromise public safety or the Municipality's image.
b. The information provided through social media is in line with the Municipality's vision and guiding
principles.
c. Social media content does not violate individual privacy or conflict with existing municipal policies
and by-laws or other regulations as applicable.
d. Social media content posted on behalf of the Municipality is accurate, accessible, transparent and
accountable.
Definitions:
Social Media tools are third -party internet-based applications that enable collaboration and sharing of
opinions, insights, images, information and experiences through real-time conversations among
individuals and groups.
Facebook is a popular free social networking website that allows registered users to create profiles,
upload photos and video, send messages and keep in touch with friends, family and colleagues.
Twitter is a free social networking microblogging service that allows registered members to broadcast
short posts called tweets. Twitter members can broadcast tweets and follow other users' tweets by using
multiple platforms and devices. Tweets and replies to tweets can be sent by cell phone text message,
desktop client or by posting at the Twitter.com website.
Instagram is a photo and video -sharing social networking service that allows users to apply different
types of photo filters to your pictures with a single click and then share them with others.
YouTube is a video -sharing website on which users can upload, share and view videos.
In a municipal setting, Facebook and Twitter can be used to communicate public notices, which includes
emergency management notices, promotion of businesses, organizations, events and destination
marketing. Other social media applications, such as YouTube, may be utilized from time to time under
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appropriate circumstances. Videos posted to YouTube will follow the same guidelines as all other social
media applications as noted below and outlined in this policy.
Purpose:
The Municipality of Tweed's Social Media Policy and usage guidelines outline for employees and elected
officials the corporate standards for communicating and engaging the public using social media tools.
• That the Municipality of Tweed provide a single, comprehensive corporate Facebook page that is
monitored and maintained by the Manager of Community Development on a daily basis.
• That the Municipality of Tweed provide a single, corporate Twitter feed that is maintained by the
Manager of Community Development.
• That the Municipality of Tweed provide a single, corporate Instagram account for sharing photos
and videos that showcase the Municipality of Tweed. It is to be managed by the Manager of
Community Development.
• That the Municipality of Tweed create a corporate YouTube channel for posting all videos
showcasing the Municipality of Tweed. It is to be managed by the Manager of Community
Development and content only to be published at the sole discretion of the Municipality.
Application:
Social Networking applications shall be executed following the same guidelines as other Municipality of
Tweed communication applications. The following information will be permitted:
• Information pertaining to Municipality sponsored events and activities;
• Information pertaining to the enhancement of tourism in the Municipality of Tweed;
• Information pertaining to Municipality programs and services;
• Information pertaining to Emergency Management (i.e. road closures, inclement weather, burn
bans, etc.).
The policy also serves to
• Protect the Municipality's reputation and ensure consistency and professionalism in how the
Municipality and its employees communicate about the Municipality's business with our public
stakeholders;
• Provide employees and members of Council with clear usage guidelines and acceptable corporate
and personal use of social media sites and/or personal websites as they relate to discussing the
business of the Municipality of Tweed;
• Provide protocol around monitoring, administration, acceptable use and privacy.
General Guidelines
This policy establishes guidelines for the use of social media applications specifically so that the
disbursement of timely and accurate information is balanced with the Municipality's need to assure that:
a) Social networking relies on regular, timely postings of new and relevant content. For the ease of use
by the reader, ensure that postings are kept consistent in grammar, spelling, style and format.
b) The use of social media tools does not compromise safety or the Municipality's image.
c) The information provided through social media is in line with the Municipality's vision and guiding
principles.
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d) Social media content does not violate individual privacy or conflict with existing municipal policies
and by-laws or other regulations as applicable.
e) Social media content posted on behalf of the Municipality is accurate, accessible, transparent and
accountable.
Governance
As the hub of information and social media expertise within the Municipality, the Manager of
Community Development, under the CAO will lead the management and operations of the Municipality's
social media channel This ensures that the channel is managed and the tone is clear and consistent for
followers. While other municipalities sometimes choose to segment their networks (e.g., a Twitter
account specific to road/facility closures or other enterprises), a unified approach will remain in place for
the Municipality of Tweed based on our size and established practice in municipal social media
management.
During emergency situations, communication resources will be made available so that information can be
transmitted through social media channels in accordance with corporate emergency management
protocols.
Guidelines for Members of Council
Members of Council may participate in social media of their own accord. Council are welcome to
like/follow the official Municipality site and are encouraged to share content that has already been
officially posted to any Municipality of Tweed social media channels. The Municipality's official sites
will not share/retweet political content.
The Mayor is the official spokesperson for the Municipality and this will also apply to social media.
Members of Council should clearly identify when they are expressing personal views, and not necessarily
the views of the Municipality.
Guidelines for the Site Moderator (Communications Coordinator)
• The Municipality of Tweed is committed to operating its social networking sites as an effective
method of communication. Sites will be monitored during the Municipality's regular business
hours of Monday to Friday, 8:30 a.m. to 4:30 p.m.
• Outside of business hours, the Manager of Community Development will continue to passively
monitor networks and, if necessary, flag items for follow up during regular business hours or on
an as -needed basis.
• Correct misinformation and ensure that content is up to date.
• Ensure responses to wall posts and in -box messages and discussion comments are made within 48
weekday hours of when they are posted or received.
• Deny access to users who post inappropriate or offensive comments.
• Remove posts that are considered to be inappropriate.
• Respond to any concerns or questions posted.
• While the Municipality will make every effort to respond to concerns and questions directed to
our Social Media accounts, at our discretion we may request that the discussion be redirected to
the appropriate department by either our phone or email. The reason(s) for this request would
include, but is not limited to, privacy concerns (yours, a fellow resident(s), or employee(s) of the
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Municipality), character limitations for messages (Twitter), and amount of detail required to
resolve a situation.
Guidelines for staff
Employees who post, discuss, share or comment on Municipality business via corporate or personal social
media sites, networks or websites should reflect the Municipality's values and follow these guidelines:
• Make sure communications are in good taste.
• Be careful about linking to other websites. Despite our disclaimers, redirecting to another site
may be interpreted as an endorsement of its content.
• Do not publish or report on conversations or information that is confidential, pre -decisional or
speculative. A good rule of thumb is to ask: Is this information suitable to post to or available on
the Municipality of Tweed website?
• Be respectful. Never engage in personal attacks or divulge personal information about others.
Ethnic or discriminatory slurs, insults, obscenity will not be tolerated.
• Do not defame or speak negatively about the Municipality of Tweed, its personnel, other
companies or other people when conversing on social media.
• Employees must have written approval from their Department Head and the Manager of
Community Development, prior to establishing a social media site or a page within an existing
social media service, on behalf of the Municipality of Tweed.
• Online participation in a social media site as an employee of the Municipality of Tweed must be
job -related and fit into the employee's work schedule and duties.
Guidelines for the Public
• While the Municipality of Tweed is committed to the concept of free speech, that speech must, at
all times, be responsible, free of insults, and respectful of others. Participants in discussions must
not:
o Defame, abuse, harass or threaten others;
o Make any bigoted, hateful or racially or sexually offensive statements;
o Advocate illegal activity or discuss illegal activities with the intent to commit them;
o Post or distribute any material that infringes or violates any right of a third party or any
law including copyright;
o Post or distribute any vulgar, obscene, discourteous or indecent language or images;
o Advertise, sell or solicit others;
o Impersonate other participants or public figures.
• For the most part, user comments and messages posted to the Municipality of Tweed's official
social networking sites are considered transitory records and will not be kept as a permanent
record by the Municipality. By using the Municipality of Tweed's Social Media, users
acknowledge and consent that their comments or messages may become part of the public record
and used in official Municipality of Tweed documentation. It is at the Municipality's sole
discretion as to which comments will be saved to form part of the Municipality's official business
records.
• The Municipality of Tweed will not be responsible for any losses or damages suffered as a result
of using third party Social Media sites. Those using Social Media participate at their own risk and
for their own benefit, and in so doing accept that they have no right of action against the
Municipality of Tweed related to such use.
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• A link between the Municipality of Tweed's Social Media sites and any other website does not
imply an endorsement or sponsorship by the Municipality of that website, or the creator of that
website.
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