In recent years, social media has developed into a critical platform for our media organisation. It allows us to connect with new and expanded audiences locally, regionally and internationally in an instantaneous way for the purposes of information, news, entertainment and general content.
Through social media, organisations benefit from an unlimited audience and sometimes an untapped market, usually not aligned with traditional media. However, there are also risks associated with the use of social media, especially for those in the media industry.
An inevitable outcome of working in media, especially as a presenter, journalist or editor, is that personal and professional lines can be easily blurred and the simplest mistake could diminish your credibility, as well as that of your colleagues and your company.
This applies to all members of staff working for Guardian Media, especially those in News, and across all services, including Facebook, Twitter, YouTube, Instagram and chat apps such as WhatsApp and Snapchat.
Four major social media lines of activity are particularly important:
1. Personal social media use, not carried out in the name of Guardian Media, though it could well include work-related activity, such as newsgathering or reaching out to contributors.
2. The social media activity of designated editors, presenters or reporters carried out as part of official Guardian Media’s news output.
3. Official social media activity to promote programmes, teams or brands.
4. Use of social media as internal communication channels
5. Removal of social media posts
6. Sharing of Posts
In addition to Group social media policy, this document provides guidance on best practice for editorial staff using social media.
i. Personal social media use
At all times, care should be exercised when using social media platforms, regardless of privacy settings. Assume anything you do or say can be seen by anyone.
We encourage editorial employees to say where they work in bios and ‘About’ sections. However, handles, names or main titles of personal activity should not include Guardian Media.
Also, political preferences or details that can compromise impartiality should never be shared on social media.
Never allow the informality of social media to bring Guardian Media into disrepute or to open up questions about balanced coverage. Social media is also not the place to criticise colleagues or the company. Do not reveal confidential Guardian Media information including about stories being worked on.
Sharing or retweeting material from other people can be misconstrued as an endorsement by the individual or Guardian Media. Sharing news from other local competing media sources may also give the wrong impression. Giving a ‘like’ to strongly opinionated, questionable or unsubstantiated comments can also bring your credibility and Guardian Media’s into question.
Social media is a networking tool and media organisations can quickly connect to others. Be polite always and refrain from engaging in public arguments. Any perceived conflict of interest should be discussed with your line manager.
Above all, use common sense. Most people will not distinguish between the individual and the media personality. The same standards that are required for your reportage should apply to your personal posts.
Getting this wrong can bring the company into disrepute. A single ill-thought through social media comment can irreparably damage reputations.
ii. ‘Official’ social media activity of editors, presenters and correspondents
Official access to the Guardian Media’s social media pages will be given to editors, presenters and correspondents to break and update stories.
Accuracy is more important than speed. Take the time to verify the information. We always aim to be ‘first and right’.
Journalists with direct access to company pages should get approval before posting and all stories should have a clear time stamp for updates.
Reporters should break the story on a Guardian Media official account first and link it to their personal accounts, not the other way around.
iii. Social media activity for programmes, teams or brands
News content must always be clearly differentiated from commercial and promotional content, which must always be clearly identified as ‘Sponsored Content’. Commercial posts must also conform to editorial and legal standards in order to preserve Guardian Media’s integrity and credibility.
iv. Use of content from social media and User Generated Content (UGC)
Always be mindful that the use of content under the ‘fair dealing’ copyright exception has specific conditions attached. Seek advice if unsure.
Credit must always be given to the owners of content, unless they request otherwise.
Rigorous efforts must be made to ensure all material used is authentic. If you cannot verify the material, do not use it. Use of contributed content will be guided by General Editorial Framework and Guidelines.
Payment and terms of use for contributed content must be approved by the Managing Editor.
v. Removal of social media posts
The Managing Editor must be consulted on all requests for removal of Editorial content, including posts to social media.
In keeping with Editorial policy, posts will only be removed in cases of error or legal judgment and approval can only be given to do so by the editorial leadership.
vi. Sharing of Posts
We encourage the widespread sharing of our posts. However, our legal options will be exercised in cases where persons deliberately alter our posts and seek to bring us into disrepute.
