Social Media Toolkit

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Quick Facts

Publishing Organisation:
Primary Target Country:
United States of America
Covers Thematic
  • Content creation Social media content creation is arguably one of the most important aspects of a social media marketing campaign. Social media content creation is an art, and one that requires an extra amount of patience, creativity, and education around graphic design, copy creation, and color composition.</br></br></br>Source:
  • Crisis communication Crisis communication is a strategic approach to corresponding with people and organizations during a disruptive event. When a crisis occurs, proactive, quick and detailed communication is critical.</br></br></br>Source:
  • Social Media Strategy A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress</br></br>Source:
  • Target audience
  • Policy Makers local, national, and European agencies and institutes, public authorities, standardization bodies
  • Practitioners Practitioners is a target group in LINKS which comprises local, national and European disaster management organizations, civil protection agencies, first responders, NGOs, security networks...
  • Audience experience level
  • Intermediate Those who currently use social media to communicate with the public and have developed a draft social media strategy, even if this is not thoroughly documented or communicated across the organisation</br></br>Source:
  • Disaster Management Phase

    Social Media Policy policy

    • Purpose:
      • State the purpose of the policy and whether it applies to multimedia, social networking websites, blogs, and wikis, etc.
    • Roles and Responsibilities:
      • Designate who in the agency has authority to manage social media accounts and who has the authority to post content. Determine if someone will be responsible for monitoring or moderating messages and comments.
    • Approval Process:
      • Describe the process by which new social media accounts, profiles or applications are created and official posts approved within the agency.
    • Posting Guidelines:
      • Provide guidance on how social media accounts should be used to promote the agency’s brand, vision, mission, and values. Determine the agency’s “voice” or “tone” on social media and any topics that will be off-limits when posting or engaging with the public on behalf of the agency.
    • Branding:
      • Identity what elements, including official names and logos, may be required to be consistent and complementary to the agency’s brand.
    • Security/ Privacy Concerns:
      • State whether policies regarding patient privacy and confidentiality and information security will also apply on social media and what employees need to know to mitigate potential risks.
    • Accessibility:
      • Address any requirements necessary
    • Linking, Liking, Following and Endorsing
      • Linking to or liking non-government or other third-party sites may imply or convey an endorsement to the audience.
      • Provide guidance on liking, following, reposting or retweeting content from another entity.
    • Comment Policy:
      • Determine if the public will have the ability to post or comment to the site or page, and if so, how the agency will handle negative or inappropriate comments.
      • Also, consider if the agency will actively engage with comments or take a more passive approach and consistently implement.
    • Use of Images/Copyright:
      • State how employees are to adhere to copyright, intellectual property rights, and other applicable laws.
      • Describe the process for the removal of material that infringes on the copyright or intellectual property rights.
      • When taking photos of clients, ask the client to sign a waiver allowing you to use the photo with their image.
    • Archiving:
      • Content posted on a social media site may constitute a record that must be temporarily or permanently retained.
      • Describe the system or process in place to ensure that content is captured and archived appropriately.
    • Social Media in Emergencies:
      • Consider how any of these elements may be affected or need to be modified during an emergency.

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