Social Media Procedures

Parent Policy

Social media policy

(In this policy and its procedures references to Monash University or the University include Monash South Africa [MSA].)

Staff members are asked to be considerate, to be transparent and to understand that they are representing their employer and that their actions can impact upon the University's reputation. The University recognises the use of social media for open dialogue and the exchange of ideas where it's beneficial for the organisation and / or individual in their work or research capacity.

What is social media?

Social media is defined as media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media allows for the easy sharing and re-purposing of existing content, expanding the reach of work and enabling others to share it with their friends and networks. Popular social media services include Facebook, Twitter, FourSquare, LinkedIn, blogs, YouTube and Flickr.

How is Monash University using social media?

Monash University has been an early adopter of social media. These social media tools help the University to facilitate two-way conversations between students, staff, parents, alumni, friends and fans. Currently the primary tools used are Facebook, Twitter, Flickr and YouTube.

Here are some of the official social media presences (these may change via Office of Marketing & Communications):

• Facebook: http://www.facebook.com/Monash.University
• Twitter: http://twitter.com/monashuni
• YouTube: http://www.youtube.com/monashunivideo
• Flickr: http://www.flickr.com/photos/monashuni

General

Use of social media by Monash University staff, where there is a connection with Monash University, must comply with these procedures and with all University policies and procedures governing conduct of staff.

Use of Social Media will have a "connection with Monash University" (and be covered by this policy) in each of the following circumstances:

• If the social media site is established or used as a Monash University social media site;
• If the social media is accessed using Monash University IT systems or equipment;
• If the staff member identifies themselves as a staff member of Monash University on the site; and/or
• If the content of the social media is specifically about Monash University or its staff or students, in whole or in part.

Staff must also read and observe the following before creating a social media presence or engaging in online discourse that has a connection with Monash University:

1. All official Monash University sites or pages on Facebook, Twitter, You Tube, Flickr, etc. must be developed and/or authorised by the Office of Marketing & Communications. Any sites or pages existing without prior authorisation as required above will be subject to review when discovered and may be amended or removed.
2. Content Owners are responsible for monitoring and maintaining web content as laid out in the Web Content Strategy document (in development).
3. The University reserves the right to restrict or remove any content that is deemed in violation of this policy.
4. All social networking sites shall clearly indicate that they are maintained by Monash University and shall have Monash University contact information prominently displayed.
5. Staff representing the University via social media outlets must conduct themselves at all times as representatives of the University and in accordance with all human resource and media policies regarding authorised spokespeople. This includes disclosing themselves as staff members of the organisation and using an approved official account.
6. Social networking content and comments must not contain any of the following forms of content:

In the case of University social media sites:

a. Comments not topically related to the particular site or blog article being commented upon;
b. Comments not approved by authorised social media content writers and/ or the Office of Marketing & Communications or Advancement and Corporate Affairs (MSA).

In the case of all use of social media possessing a connection with Monash University:

c. Profane or offensive language or content; 
d. Content that promotes, fosters, or perpetuates discrimination on the basis of race, age, religion, gender, marital status, national origin, physical or mental disability, sexual orientation or other grounds protected under Commonwealth, Victorian or South African equal opportunity legislation; 
e. Sexually explicit or pornographic content or links to sexually explicit or pornographic content;
f.Content used to intimidate or bully another staff member, contractor, student or other person;
g. Content that is or is likely to be defamatory;
h. Solicitations of commerce;
i. Material that is, or might be construed as creating a risk to the health and safety of a staff member, contractor, student or other person, including material that amounts to "unacceptable behaviour" such as bullying, psychological or emotional violence, coercion, harassment and/or discrimination, aggressive or abusive comments or behaviour, and/or unreasonable demands or undue pressure (see the Conduct and Compliance Procedure - Resolution of Unacceptable Behaviour in the Workplace);
j. Conduct or encouragement of illegal activity; 
k. Information that may tend to compromise the safety or security of the public or public systems;
l. Content that violates a legal ownership interest of any other person, including breach of copyright or other intellectual property rights of another person;
m. Confidential information or personal information obtained in a person's capacity as a staff member/contractor of the University;
n. The Monash Name, crest or logo unless prior approval from the Office of Marketing & Communications or Advancement and Corporate Affairs (MSA) has been obtained;
o. Content that is misleading or deceptive; or
p. Content that involves unreasonable personal use.

Responsibility

Members of the University community using social media
Associate Director, Media & Communications
Executive Director, Advancement and Corporate Affairs (MSA)

Spokespeople

Authorised spokespeople for Monash University may provide comment on the University's social media sites as per the following:

1. Monash University management / operational matters:
Vice-Chancellor, Vice-President (Administration), Pro Vice-Chancellor (Monash South Africa), authorised OMC social media coordinators / communications personnel, Executive Director, Advancement and Corporate Affairs (MSA) or other as advised by Office of Marketing & Communications / Associate Director Media & Communications (i.e.: Dean / Faculty Manager)

2. General Faculty matters - i.e.: class times, events etc:
Authorised social media coordinators / communications staff

3. Expert commentary on a specialist subject:
Academics as per the ‘Academic Freedom' process

Responsibility

Authorised spokespeople
Associate Director, Media & Communications

Personal use

Responsibility

Members of the University community using social media

Issues Management

Best practices for dealing with an issue arising out of the use of social media:

1. Identify the level of issue: Staff members should identify the issue, those discussing the issue, the forums used and the extent of the commentary along with any legal ramifications.
2. Listen: Staff members should listen to the conversations to maintain a clear and current understanding of what is being discussed.
3. Contact senior management: Staff members should assess commentary for accuracy / defamation / legal issues / organisational sensitivities. Those to contact include: University Solicitor's Office, Human Resources, Administration, Media & Communications, Advancement and Corporate Affairs (MSA), Faculty management.
4. Responding can inflame the issue: If a sensitive / negative issue is being discussed in a public / social media forum, responding can often inflame the issue by making the ‘protestors' believe the University is ‘worried' about their discussion, will change a decision and the like. Staff members should always hesitate before responding so as to ensure key messages, consistent messages, approval process and sensitivities.
5. Use social media to communicate an issue: Social media is an extremely effective tool for dealing with crisis management in order to communicate swiftly and to a large network at short notice. Social media can be used effectively with the correct messages in matters such as on-site crises at a campus where staff / students should leave the premises and gather at another location.

Responsibility

Members of the University community using social media
Associate Director, Media & Communications

Expert Comment

The University recognises and protects the concept and practice of freedom of opinion and expression as essential to the proper conduct of teaching, research and the pursuit of scholarship. This right carries with it the duty of staff to use the freedom in a manner consistent with a responsible and honest search for knowledge and truth, grounded in scholarly evidence.

Where public comments are offered by staff as members of the University, it is expected that the comments will relate directly to the individual area(s) of expertise of their appointments. In that case, staff members may use the University's name and give the title of their University appointment in order to establish their credentials. This does not restrict the right of a staff member to freely express opinions in their private capacity as an individual member of society, but statements made in this context should not include the University's name, or the title of the staff member's University appointment.

The above should be read in conjunction with the Media Policy and Conduct and Compliance Procedures - Representing Monash (Public Utterances).

For further guidance on expert commentary please contact the Media & Communications department at media@monash.edu

Responsibility

Members of the University community using social media
Associate Director, Media & Communications

Use of images and / or video

In most cases, prior permission (i.e. a release) must be obtained to post, share or distribute images of individuals whose images are identifiable. For that reason, it is always best to use content, such as photographs or videos, obtained by University representatives specifically for the purpose of posting or distribution. For assistance with release forms, contact the Office of Marketing & Communications or Advancement and Corporate Affairs (MSA). 

Staff members should not post content that might be embarrassing to an individual or that could be construed as placing an individual in a negative or false light.

Staff members should not post content that might cause someone to believe that his/her name, image, likeness or other identifying aspect of his/her identity is being used, without permission, for commercial purposes.

Special care must always be taken when dealing with images of "special populations", e.g. minors, patients or research subjects. Stringent legal requirements apply. Generally speaking, such images should never be used for social media posting or distribution.

Responsibility

Members of the University community using social media
Associate Director, Media & Communications

Best practice guidelines

Best practices for a successful social media presence:

1. Be timely: Staff members should deliver accurate information on time as this is expected from the audience.
2. Be respectful: Staff members should be professional and respectful at all times as this can directly reflect on the individual posting the message and/or the university and its institutional voice.
3. Listen: Staff members should listen to the conversations to maintain a clear and current understanding of what is relevant and of interest to the community.
4. Online content can and will live forever: The Internet is not anonymous, nor does it forget. Everything written on the Web can be traced back to its author one way or another and very easily. Information is backed up often and repeatedly, and posts in one forum are usually replicated in others through trackbacks and reposts or references.
5. Separate the personal from the professional: There is no clear line between a staff member's work life and personal life. Staff member should always be honest and respectful in both capacities. With the ease of tracing authors back from their posts and the amount of information online, finding the actual identity of a poster from a few posts and a screen name is not impossible. This creates an avenue for outside parties to link personal writings to those a person has done in a professional capacity. Staff members should always write as if everyone knows them. They should never write anything that they would not say openly to all parties involved.
6. Avoid hazardous materials: Staff members should not post or link to any materials that are defamatory, harassing or indecent.
7. Keep confidentiality: Staff members should not post any confidential, private or proprietary information. 
8. Identification: When relevant, staff members should identify their affiliation with the University and their area of concentration.

Responsibility

Members of the University community using social media
Associate Director, Media & Communications

Content Enquiries: Monash Media

University Policy Use Only: