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RTÉ Social Media Guidelines Contents

Introduction 2 • Reason for these Guidelines 2 • What Is Meant By Social Media? 2 • Classification of Accounts 2 • Breaches of Guidelines 3 • Obligations and Constraints 3 • Guidelines Updating Procedure 4 Section 1. Set-up and Management of Official RTÉ Branded Social Media Accounts 5 1.1 Editorial Purpose 5 1.2 Roles and Responsibilities 6 1.3 Moderation 7 1.4 RTÉ Branding 8 1.5 Social Media Account Creation 9 1.6 Engagement 9 1.7 Rights Issues and Clearance 11 1.8 Crisis Management 12 1.9 Exit Strategy 13 1.10 Newsletters 13 1.11 Advertising 13 1.12 Children and Young People 13 1.13 How to Deal with Abuse/Trolling 14 1.14 Product Endorsements 14 Section 2. Personal Social Media Accounts of RTÉ Staff and Contractors 15 2.1 What is meant by Hybrid Personal/Personal Account? 15 2.2 Hybrid Personal Accounts (Class 3) 15 2.3 Personal Accounts (Class 4) 15 2.4 Ownership of RTÉ content on personal accounts 15 Section 3. Using External Social Media Platforms 17 3.1 Information gathering and source material 17 Appendices 19 Appendix 1. Social Media Account and Strategy Clearance Form, Classifications 1 and 2 19 Appendix 2. Declaration Form re Class 1, 2 or 3 Account 24 Appendix 3. Social Media and Your Show 25 Appendix 4. RTÉ Branding on Facebook and Twitter 26

Social Media Guidelines Think before you TWEET* Think before you POST* Think before you UPDATE*

*can you stand over what you publish?

1 Introduction

All RTÉ staff and contributors should be aware of and should abide by the RTÉ Social Media Guidelines. Journalists and other editorial personnel should take care to preserve RTÉ’s editorial integrity in any comments or postings made by them on social media sites, even if these are of a personal or hybrid type. Comments or criticisms on public events, issues or personalities, whether originated or copied/ shared, or whether explicit or implied, which may appear to compromise the editorial independence and impartiality of an RTÉ editorial professional or RTÉ itself are damaging to RTÉ’s interest and public responsibility and should not be engaged in.

Social media and broadcasting are Reason for These Guidelines Classifications of Accounts powerful partners. Social media allows These guidelines are meant to assist RTÉ acknowledges four classifications people to enjoy our content in many RTÉ staff and contractors navigate an of account: ways and on many levels. It connects evolving social media landscape. As this us with audiences and is a platform to 1. Official Service Account medium develops we will revisit the develop new communities who share a (e.g. @rtenews; @rteradio1; @rteplayer) guidelines accordingly. common connection: RTÉ. An account which is officially set up, monitored and managed by RTÉ If in doubt about any aspect of the Social media platforms like Twitter guidelines as outlined below please are now considered established contact your line manager in the first platforms to break news stories or to 2. Official Programme Account instance. S/he may then, if appropriate, provide a primary source material (e.g. @drivetimerte; refer you to a member of the Human and, along with Facebook, YouTube @morning_ireland) Resources or Communications teams etc., are commonplace in the sphere of A programme account which is who will clarify any query. On private and public life; social media, officially set up and monitored and occasion you may also be referred to increasingly, is how we and our managed by RTÉ a designated social media specialist audiences keep in contact with friends, within the IBDs. discuss lifestyle and related issues, and 3. Hybrid Personal Use by On-Air/ share content. What Is Meant Editorial Staff (e.g. @miriamocal, @bryansixone) RTÉ encourages its staff and by Social Media? A personal account that an on-air contractors to be active in and engage These guidelines cover all social media presenter, reporter or other RTÉ with social media. These guidelines aim platforms including but not limited to: to provide common-sense guidance for staff member/contractor also uses • Social networking sites (Facebook, its use. for work related matters. Holders Myspace, LinkedIn) of such an account must comply The internet is a fast-moving • Micro-blogging sites (Twitter) with these guidelines when using a technology and it is impossible to • Blogs (including company and hybrid personal account for all use, cover all circumstances. However, the personal blogs as well as comments including without limitation personal principles and practices set out in this on all social media platforms) and professional use. document should always be followed. • Video and photo sharing websites A full knowledge of these guidelines is (Flickr, YouTube) 4. Private Personal Use the personal responsibility of all staff, A personal account is a social media an essential professional requirement • Forums and discussion boards account set up and operated by an and a matter of contractual obligation. (Boards.ie, Google Groups, Yahoo! employee or contractor for personal As social media and other online tools Groups) matters and contains minimal put the power to publish our stories, • Online encyclopedias (Wikipedia, association between the user and our lives and our opinions into all of Sidewiki) RTÉ. Nonetheless, these accounts, our hands, the impact of this on RTÉ’s by nature of the owner’s contractual public service mission is something in association with RTÉ, are bound by which we are all involved. these guidelines.

2 Social Media Guidelines Social media platforms like Twitter are now considered established platforms to break news stories.

Breaches of Guidelines trademarks). Staff and contractors service Twitter accounts. All accounts should refer to the legal guide have much to gain from a strong @rte These guidelines are contractually documents that are available on the account and, as this account grows, binding and form part of the terms Hub (http://hub.rte.ie/). its ability to promote RTÉ’s smaller and conditions of employment and/or accounts is significant. engagement with RTÉ. These social media guidelines do not exist in isolation. For a better As such @rte should be a central Breach of these guidelines will be understanding of how these guidelines consideration for all social media treated as a disciplinary matter are informed by other related policies operators and admins, and should for employees and subject to the and guidelines, staff and contractors be central to any local social media normal courses of disciplinary action. should be familiar with the relevant strategy. In particular, @rte should Contractors may have their contracts sections of the policy documents be the active consumer partner for terminated if found to have breached outlined on the next page. competitions, content-distribution and these guidelines. general promotional or mar-comms activities. Obligations and Constraints @rte on Twitter RTÉ’s organisational account is @rte. We are all obliged to understand the The account is resourced by a central Accounts should treat this account constraints that apply to us as RTÉ team who are available to assist with as the leader consumer engagement staff or contractors when we operate, the promotion of any content or class 1, account and engage proactively with administrate or use social media 2 or 3 accounts. the account so as to maximise exposure. that sits in one or more of the above For services without dedicated Twitter categories. accounts, the convention when referring For All Staff is as follows: “@rte One”; “@rte Two”; “@ RTÉ Staff Manual Staff and contractors should be aware rte Cor na nOg”; “@rte Supporting the The Irish and English language that publishing on social media is no Arts”, etc. versions of the RTÉ Staff Manual different to publishing on traditional/ are available on the Hub. mainstream media and must be aware The account aims to promote RTÉ of the risks that may arise as a result and all its services to a range of of publication on social media such demographics, publishing news, as defamation, contempt and privacy entertainment, sport and lifestyle and intellectual property rights content, driving back to the originating infringement (including copyright and

3 Chapter 7 Policies and Procedures, For Programme-Makers Section 6 – RTÉ Personal and Public and Journalists Activities of Staff These guidelines are This section of the RTÉ Staff Manual Programme-makers and journalists was updated in 2010 and the updated should supplement knowledge of social contractually binding version can be accessed on the Hub. media guidelines by consulting the documents below. and form part of the (Note: Section 6 [subsection 4] of the terms and conditions above document provides guidance RTÉ Journalism Guidelines around the area of RTÉ Staff and of employment and/or Politics.) RTÉ Programme Content Standards engagement with RTÉ. RTÉ Code of Business Conduct (2010) All of these documents, both Irish and English versions, are available RTÉ Child Protection Policy 2013 on RTÉ’s intranet, the Hub. This policy was updated in June 2013 and developed in line with Guidelines Updating the requirements of ‘Children First Procedure National Guidance for the Protection These guidelines will be reviewed as and Welfare of Children 2011’. required. This document is available http://hub.rte.ie/wp-content/ on the Hub. This online version will uploads/2013/01/RT%C3%89-Child- always be up to date and any changes Protection-Policy-2013.pdf to it will be highlighted by news items on the Hub.

4 Social Media Guidelines Section 1. Set-up and Management of Official RTÉ Branded Social Media Accounts

This section relates to Official Service It is strongly advised that all All social media administrator(s) Accounts (Classification 1) and Official informal activity on third-party must be familiar with the legal guide Programme Accounts (Classification sites such as Facebook and on documents that are available on the 2). These are accounts set up and blogs be discussed with relevant Hub (http://hub.rte.ie/). Publishing on managed by RTÉ typically with a view managers to assess likely risks. social media is the same as publishing to promoting services or programmes. on mainstream/traditional media. The These accounts (Classification 1 & • What is the editorial purpose? How risks should be carefully considered 2) are the property of RTÉ and all does this fit in with the overall prior to publishing on social media, for material associated with the account editorial and marketing strategy? example, defamation, contempt, privacy be it content, friends, followers etc. is and intellectual property rights (e.g. • Does the social media account appeal owned by RTÉ. Examples are the copyright/trademark) infringement. to a key demographic that’s not @rtenews twitter account or the already being served via RTÉ.ie? Is RTÉ Guide Facebook page, this the right account with the right The Legal Guide Documents https://www.facebook.com/rteguide. audience? Are Available Here: Context • Does anything similar already exist? Legal Advice Note – Defamation If it does, would working with an and the Protection of Reputation This section is intended to help RTÉ existing presence be better for the http://hub.rte.ie/wp-content/ staff and contractors engage with users community and for RTÉ? uploads/2012/11/Protection-of- on RTÉ’s own sites and with RTÉ Reputation-KF1.pdf authorised accounts on third-party • What commitments are the team social media sites. RTÉ encourages willing to make to the social media account? Are the proper resources Legal Advice Note – Privacy Law every production and related services http://hub.rte.ie/wp-content/ team to actively consider the social in place to keep it refreshed and relevant? For how long? uploads/2012/11/Privacy-Law-Advice- media space. Note-April-20121.pdf • Is the topic of your social media 1.1 Editorial Purpose account high risk (e.g. religion, Legal Advice Note – Contempt sport, politics, etc.)? What form of http://hub.rte.ie/wp-content/ Social media development must be moderation will you employ on your viewed as part of the commissioning uploads/2012/11/Contempt-of-Court- social media account? (See Section 4 - and-Court-Reporting1.pdf process. Because all programmes and Moderation.) series are different, the application of social media will change from • What happens to your online Legal Advice Note – one production to the next. Some followers when the programme ends? Copyright Infringement programmes will, by their nature, (See Section 11 – Exit Strategy.) Use of text, photographs, artistic works, have little or no social media presence. • How will success be measured? What audio and/or audio visual content Official Service and Official Programme are the targets? from social networking/media sharing websites on RTÉ services. Accounts (Classification 1 & 2) must • Is the overall time and resource http://hub.rte.ie/wp-content/ have a valid communications purpose investment likely to be worth the uploads/2012/11/Use-of-Material-from- in line with the platform/brand mission benefit the presence may deliver? Social-Networking-Websites-on-RTÉ- Services1.pdf (See Social Media Account and Strategy Accountability is essential. The Line Clearance Form – Appendix 1). Manager/Editor/Communications Manager/Marketing Manager (as appropriate) will agree on designated social media administrator(s) for Official Service Accounts (Classification 1) and Official Programme Accounts (Classification 2), who will act as both editor and moderator. The social media administrator(s) will be a member of the relevant platform/ editorial/marketing team. They will be responsible for maintaining, refreshing and moderating the account.

5 1.2. Roles and account is designated to an independent Passwords production company, agency or external Responsibilities For security reasons, it is necessary contractor. The social media administrator(s) are to keep the number of those with access details, log-ins and passwords responsible for maintaining regular Care must be taken when posting to a minimum. In addition to the audience engagement when using updates on Official Service/ social media administrator(s) a third-party sites. This will help to keep Programme Accounts (Classification senior member of the programme track of active accounts and manage 1 & 2) to ensure that posts are sent team, usually the series producer/ any risk-related situations that arise. from the correct account. This is editor or manager, must at all times, particularly important for social media have administrator access to the The use of non-RTÉ personnel administrator(s) using numerous Official Service/Programme Accounts (independent contractors or external accounts (and who may also have (Classification 1 & 2). agencies) to manage social media personal social media accounts). Try accounts (Classification 1 & 2) is fine not to be logged onto multiple accounts In the event that an Official Service/ once the proper insurances about simultaneously, particularly on mobile Programme Account (Classification responsibility are in place. (Note: devices. This can lead to posts being 1 & 2) is being administered by an Appendix 1: Clearance to Create a inadvertently published from wrong independent production company, Class 1 or Class 2 Account and Section accounts or, worse again, posts meant passwords should be changed only by 1.3 around Moderation). RTÉ must for your personal account ending up on prior agreement with RTÉ. have in-house administrator access on Official Service/Programme Accounts all social media accounts (Classification (Classification 1 & 2). 1 & 2) even if administration of the

For security reasons, it is necessary to keep the number of those with access details, log-ins and passwords to a minimum. A list, including contact details, of those Before setting up an Official Service/ On third-party social media platforms, with access to the account must be held Programme Account (Classification persons publishing comments are securely by a designated social media 1 & 2) on a third-party social media deemed to be the publishers and administrator. All passwords should platform it is essential for the producer/ they are liable for any inaccuracies. be alphanumeric and include at editor to evaluate the risk and to set However, RTÉ as the social media least one symbol. clear guidelines for the social media account operator needs to monitor administrator(s) around moderation. comments and posts to ensure illegal/ Principles and Practices It is important also to establish a offensive content is not published. House Rules section for the community Although Twitter and LinkedIn cannot When using social media accounts (all of users on the third-party social be pre-moderated, comments on classifications) either on behalf of RTÉ media platform (see RTÉ branding on YouTube and posts on Facebook can (Classification 1 & 2) or in a personal Facebook and Twitter – Appendix 4). be. It is important to point out that capacity (Classification 3 & 4), you Facebook posts can be pre-moderated should: There are three basic forms of but comments under published posts • Act responsibly moderation: cannot. These can only be deleted by • Understand the legal guidance I. Reactive Moderation the social media adminstrator(s) after documents referred to in Section 1.1 Reactive moderation is when the they have been published. • Be authentic, truthful and respectful account owner of a social media Specifically, don’t allow racist, • Avoid disputes account/site or a page passively manages it. When informed of a sectarian, bullying or sexist comments; • Use common sense message that is either illegal or also watch out for the use of bad inappropriate, the account/site owner language which, generally, should 1.3 Moderation proceeds to moderate that comment by not be published. On Facebook the Moderation is the monitoring and removing it. ‘Profanity Blocklist’ should always be editorial administration of social media set to ‘Strong’. You can also add specific accounts. II. Post-Moderation words to the blocklist. Post-moderation is when a social media It is necessary to understand the level account/site owner actively moderates As a default, comments under videos of moderation an Official Service/ comments that are posted to a social uploaded to RTÉ’s YouTube channel Programme Account (Classification 1 & media account/site. Prior to being are pre-moderated. 2) requires in order to evaluate whether informed of an illegal or inappropriate it should be post-moderated or reactively comment, the moderator chooses to There are particular risks in and moderated. The more active the account evaluate the comment and removes it. around the live broadcast of TV or radio and its fan base are the more monitoring programmes that contain competitive is required. No Official Service/ III. Pre-Moderation elements, from sports events to big Programme Accounts (Classification 1 & Pre-moderation is when a social media ticket entertainment shows, output 2) should be left unchecked for days on account/site owner chooses to accept or where emotions among audiences can end. The type of moderation used on an reject comments before they are posted run high. account should be stated in the account to a social media account/site. description so that its users are fully It is important that management of informed, such as: RTÉ Digital employs a pre-moderation social media moderation is particularly strategy on RTÉ.ie where any third- focused around peak periods, “This account is reactively moderated – party comments are moderated before immediately before, during and after we will only consider removing posts or being uploaded. As RTÉ owns the RTÉ. transmission and/or during press comments that we receive complaints ie platform, RTÉ is responsible for the announcements about the series or about” comments and, therefore, duty bound advance publicity releases. However, not to publish illegal content. all Official Service/Programme or Accounts (Classification 1 & 2) need to “We actively moderate this account be monitored regularly by the social and any comments that we consider media administrator(s), even when a unsuitable or in bad taste will be programme is off-air. deleted and persistent abusers will be blocked.”

7 1.4 RTÉ Branding All logos should contain links back to the relevant landing page on RTÉ. (See also RTÉ branding on Facebook ie. If this facility isn’t available, the References to RTÉ and Twitter – Appendix 4.) link should be inserted as close to the logo as possible, as well as in the bio/ should always carry The RTÉ Brand may not be used information page. without permission and consultation. a fada when used on Permission to use any RTÉ brand must The bio/information page should be sought before the logo is used from capture the RTÉ association, all media, including Emer Beesley, Corporate programme/campaign insight and Marketing Manager, any other information pertinent to third-party social [email protected]. the social media account [e.g. hours of media accounts. operation, TX information etc]. Approved programme logos and associated logos can be obtained If using approved programme from the relevant Communications photography, it should be clear to Department or online via RTÉ’s Brand users that they are interacting with Portal, www.rte.ie/branding. an Official Service or Programme Social Media Account (Classification References to RTÉ should always 1 & 2) operated by RTÉ. You should carry a fada when used on all media, superimpose the channel logo onto key including third-party social media images. accounts. On those occasions where use of the fada will present a corrupted Account Naming character/symbol, RTÉ can be displayed (See also RTÉ branding on Facebook without a fada. and Twitter – Appendix 4.) Programme teams should ensure Where RTÉ programmes have that all programme images used by a presence on social media, the independent production companies programme name must appear with on third-party websites including RTÉ preceding it [e.g. RTÉPrimeTime, social media accounts (Classification RTÉMorningIreland]. It is also 1 & 2) are approved and cleared for permitted for the channels to have a intellectual property rights such as presence and they should appear with copyright or trademarks. Additionally RTÉ preceding the station name [e.g. it is essential to include the brand/logo RTÉTwo, RTÉRadio1]. When using of your IBD/programme, or approved Twitter, it is permitted to use the RTÉ programme photography, on third- title without the fada; examples @ party websites including social media rtetv50, @rtethevoice etc., but only in accounts (Classification 1 & 2). This not the handle; the fada should be used on only elevates awareness of the brand the name. For example: but also provides a higher level of openness and transparency. ‘RTÉ Radio 1’, @rteradio1.

Positioning yourself as an RTÉ brand means you must present yourself in a trustworthy and genuine manner. Programme teams should ensure that brand/logos, where used, are in accordance with RTÉ’s brand guidelines. The RTÉ Brand Guidelines are in the process of revision; please refer to existing RTÉ Brand Guidelines (See also RTÉ branding on Facebook and Twitter – Appendix 4.)

8 Social Media Guidelines 1.5 Social Media Account Over the years, many non-RTÉ branded However, you may want to offer a Creation social media accounts have been higher level of engagement within developed by third-parties (independent third-party sites. All Official Service/Programme producers, general public and others) Accounts (Classification 1 & 2) must be and these should be evaluated for For example: set up by RTÉ, in conjunction with RTÉ relevancy. Can these be taken over or e-mail addresses, to ensure that content • Will users be able to upload their own shut down to reduce confusion around [user] generated content? can be linked across all platforms and RTÉ brands? the benefit to RTÉ is maximised. • Will users be able to add their own comments? (See RTÉ Brand Guidelines and also If mistakes are made in the creation RTÉ Branding on Facebook and Twitter of new Official Service/Programme Then consider: – Appendix 4) Accounts (Classification 1 & 2) it is essential to correct or delete them. • How will you engage with the users? Please note that RTÉ’s preference Deletion usually needs to be done in • How will you protect the RTÉ brand? is that Official Service Accounts collaboration with the third-party social • Do you need additional moderation? (Classification 1) lead at all media platform and may require input times; official accounts for specific from a senior RTÉ manager. • Do you have the necessary resources programmes (Classification 2) should to participate successfully? only be opened where defined bespoke Privacy Settings objectives exist. Be aware that the use of social media Tone of Voice can expose you and RTÉ to scams and We should be aware of the expectations For radio and TV programmes and/ other threats. Please review the privacy of those users who are already involved or series commissioned from the settings when setting up a social media with third-party social media sites. If independent sector, all Official Service/ account (Classification 1, 2 & 3) and we add an RTÉ presence to a third- Programme Accounts (Classification ensure you use a strong password to party site, we are joining their site; 1 & 2) should be set up, in the first protect the account. It is important to users are likely to feel that they already instance by RTÉ. A social media never use the same password across have a significant stake in it. When administrator(s) from the independent third-party websites and make sure the adding an informal RTÉ presence to production company should then be password is unique so as to elevate its a third-party site, operate a ‘when in designated as an additional point of strength level. If in doubt you should Rome’ approach and be sensitive to contact. Official Service/Programme consult RTÉ Technology’s guidelines on existing user customs and conventions. Accounts (Classification 1 & 2) should strong passwords available here: http:// Avoid giving the impression that RTÉ NOT be set up as pages on independent hub.rte.ie/resources/strong-password- is imposing itself on a community of production company corporate sites. guidelines/ users and its space. Log-in details and passwords must be forwarded to the programme/ It goes without saying that social Respect the fact that users on site series editor[s] and the relevant media scams are on the increase and X are not our users and that they Communications division. These should simple measures can be put in place to are not bound by the same Terms of not be changed without 24 hours prior alleviate the potential for hacking and/ Use and guidelines as we apply at notification to same and should never or social engineering. RTÉ. Attempts to enforce our rules be changed during transmission of the on third-party sites may lead to programme without consultation. resentment, criticism and in some cases 1.6 Engagement outright hostility to RTÉ (See note on Programme teams should conduct Before an Official Service/Programme Moderation and House Rules). online searches before new Official Account (Classification 1 & 2) is Service/Programme Accounts launched (be it a page/profile/site) you Behaviour likely to cause extreme (Classification 1 & 2) are created to must determine what level of audience offence (racist and sexist insults, for determine if existing accounts, sites, engagement is desired, what resources example) should not be tolerated by pages or profiles can be used more are needed and over what period of RTÉ or on an RTÉ-branded space effectively instead. RTÉ also has time this will take place. For example, a within a social networking site contractual partnerships with social Facebook page that promotes upcoming and offending comments should be networking sites for example (YouTube) editions of a TV programme by utilising removed. Neither should behaviour and the relevant marketing department clips, promos and/or teaser information that is likely to put young people at should be consulted before developing will need continuous updating. foreseeable risk or harm be tolerated. any Official Service/Programme (Refer to section 1.12 Children & Young Accounts (Classification 1 & 2). (See Social Media and Your Show – People). Where we do intervene, we Appendix 3.) will do so responsibly and sensitive to expectations.

9 Friends/Follows/Likes When posting RTÉ content on social When using social media accounts (all media accounts (all classifications), classifications) you may want to ‘like’ a check any and all rights, clearances and No ‘reveals’ of page on Facebook or ‘follow’ an account copyright/trademark permissions have or individual on Twitter, but remember been obtained. If unsure you should programme content that a ‘like’ or a ‘follow’ may make other review contracts with the relevantline users think they are more trustworthy manager to ensure that RTÉ has the or story-lines are – it can be seen as an endorsement by necessary clearance for the rights in the permitted ahead you or RTÉ. content you are about to publish. of transmission If you have any doubts about whether Always use a link to video/audio clips. you should follow an account on Twitter Do not embed (this can sometimes dates or publicity or ‘like’ a page on Facebook, don’t. cause rights issues). strategy timelines. Sites, groups or accounts may change No self-produced, behind-the-scenes from a seemingly innocuous group into video or audio can be uploaded porn or gambling spammers, so keep an on any social media accounts (all eye across your interactions. classifications) without prior approval from the programme producer. All material associated with the social media account (Classification 1 & 2) No ‘reveals’ of programme content be it content, friends, followers etc. are or story-lines are permitted ahead of owned by RTÉ. transmission dates or publicity strategy timelines. Tweets/Retweets When using social media accounts (all Linking to Video and Audio classifications) always consider the When using social media accounts (all possible implications of the content classifications) do not link to video and that you are about to post. Could it audio posts that could bring you or RTÉ reflect badly on you or RTÉ? If so, don’t into disrepute. Be mindful of general publish. standards of decency, appropriate language and content. Remember the constraints and obligations you carry on RTÉ’s behalf Linking to RTÉ Content as a staff member or contractor. RTÉ’s strategy is to focus on engaging Retweeting a post by an RTÉ colleague with users on the sites they visit, in the or an RTÉ headline is unlikely to be a conversations they are having, as well problem. In some cases, however, you’ll as directing to additional information need to consider the risk of retweeting and content on the various RTÉ output third-party content as it may seem like channels. Some users may currently an RTÉ endorsement of the original consume little or no RTÉ content and author’s point of view, product or this provides a way for them to discover programme. the depth and breadth of what we have to offer. On Official Service and/ All social media accounts (all or Programme Accounts (Classification classifications) should state that 1 & 2) it is essential, therefore, to link retweets do not mean endorsements. back to RTÉ in some manner (e.g. RTÉ Where possible, a short editorial ahead One, rte.ie, RTÉ 2fm, etc.). of a retweet should be written to explain why you are retweeting. If, for example, you link users to RTÉ. ie, they may subsequently consume Posting Video and Audio more RTÉ content on our site by, say, All video and audio recordings made accessing programmes on the RTÉ for the purpose of uploading on Official Player. Service Accounts and/or Official Programme Accounts (Classification 1 If, however, it becomes necessary to & 2) are to be produced to the highest link to other social networking or quality and standards as a public microblogging sites, this should clearly broadcaster. be for editorial purposes. This should always be the case when referring to any external links.

10 Social Media Guidelines Make sure you understand, and are comfortable with, the terms and conditions of third-party social media sites before uploading RTÉ material.

On air, we shouldn’t only notate Do not start a YouTube account for If you are soliciting contributors and the RTÉ URLs but, when possible, any RTÉ programme, series or event. programme participants under the age should also highlight our presence Ensure that independent producers do of 18, or through an account aimed on third-party sites. However, this not start YouTube accounts or use their at children and young people, refer should be done while maintaining the own existing YouTube accounts for to subsection 1.12 Children & Young integrity of the RTÉ brand. If you need video related to RTÉ content. Contact People and RTÉ’s Child Protection advice on what is acceptable contact the relevant RTÉ Marketing/RTÉ Press Policy which must be complied with. Central Communications and Brand office to discuss uploading clips to the Development (Joseph Hoban, joseph. RTÉ YouTube channel. Please consider 1.7 Rights Issues & [email protected] or Emer Beesley, emer. in advance of publication whether it Clearance [email protected]). would be prudent to disable comments. All designated social media Content Labelling Soliciting Contributors or administrator(s) must be familiar Once you have approved content Programme Participants with the legal guide documents that (whether RTÉ-produced content or Any intention to use social media are available on the Hub (http://hub. user-generated content), it is important accounts (all classifications) to promote rte.ie/). Publishing on social media to include a short label that describes participation in contests, to seek the raises the same issues as publishing what the material is. Users of the submission of material to RTÉ or for on mainstream/traditional media; social media account should be able to any other campaign that requests thus social media administrators/you make an informed decision about what user information (e.g User Generated must be aware/mindful of issues such content they wish to consume before Content) must be presented to the as defamation, contempt and privacy they do so. relevant line manager in your area. and copyright and/or trademark or other intellectual property rights YouTube Such participation needs to be managed infringement. RTÉ has a number of designated consistent with RTÉ’s policies and YouTube channels (RTÉ, RTÉ Radio guidelines listed at the front of this Make sure you understand, and are 1, RTÉ 2fm, RTÉ lyric fm, RTÉ Raidió document. A full proposal outlining comfortable with, the terms and na Gaeltachta) that can facilitate short the reason for requesting this form of conditions of third-party social media clips and extra footage that producers participation needs to be submitted and sites before uploading RTÉ material or may want to post through an Official then approved by your Line Manager. inviting users to upload user-generated Service or Official Programme social content to social media accounts (all media account (Classification 1 & 2). classifications). By uploading RTÉ content, it is likely that we are agreeing to and will be bound by the site’s terms.

11 • If you wish to use content from 1.8 Crisis Management third-party social media sites, make What’s a social media ‘crisis’? For these sure RTÉ has obtained the necessary Choose your words purposes, it can be anything from an rights clearance to any content prior inaccurate post being published on to using it. If in doubt, contact your carefully; tone a social media account to an account line manager for confirmation. RTÉ is being hacked. potentially liable to the social media sometimes gets site itself and the rights holder of the Managing the incident may simply content if material is posted that is lost in written be a case of deleting a post published not cleared. inadvertently. Ultimately, it is best not communication. • If you want to use uploaded RTÉ to try to hide mistakes but important content from other output areas (e.g. too not to get drawn into discussions Radio or TV), you should consult with and arguments on such issues on social that programme to get the permissions media platforms. Use the same tone necessary to facilitate this. when rectifying any error that you’d • Third-party social media platforms’ use when normally posting to that terms and conditions often state that account. Don’t suddenly become very the site is for personal use only. Be official if you generally use a light- aware, therefore, that if you use such hearted tone. But be careful not to a site to promote RTÉ content, RTÉ make things worse! may technically be in breach. • There is a possibility that third- Choose your words carefully; tone party users will use RTÉ content sometimes gets lost in written and RTÉ trademarks which RTÉ communication. React as quickly as makes available on third-party possible and try to move on swiftly. By social media sites; while this may reacting slowly, it may look like RTÉ be an acceptable risk, RTÉ content is ignoring an issue, and this can be and RTÉ trademarks and/or brands interpreted as a tacit acknowledgment should only be posted for as long as of a potentially serious incident. necessary and be removed once they have achieved their purpose on the Try also to capture screen grabs of third-party social media site. the tweet/posting as evidence of what precisely was published. • Make sure you set up all necessary privacy settings on social media The social media administrator(s) of accounts (all classifications) in order Official Service or Official Programme to manage risk. However, keep in Accounts (Classification 1 & 2) must mind there is no privacy on the web. regularly monitor social media platforms for reaction to programmes Protection and Intervention and postings and act promptly to All third-party social networking sites negate any damage. have instituted various measures for protecting themselves and for If you are concerned about a mistake intervening in contentious situations; or incident consult your supervisor. these aren’t standard and can change For serious breaches, also inform the from site to site. RTÉ Official Service/ relevant the Press Office so as they are Programme Accounts (Classification 1 fully informed should they need to deal & 2) should never set out to duplicate with any media attention the incident these processes. may attract.

There are some circumstances in which Who to contact in case of a social media RTÉ will need to plan and implement crisis: an additional ‘light touch’ intervention (e.g. to remove comments posted by Your local communications manager others that are likely to cause offence). or Depending on the situation, you’ll need Joseph Hoban to work out the appropriate action and Head of Communications and Brand decide on how this action should be Development: 086 8128662 done, who should do it and when. If you are unsure whether or not intervention is necessary, your line manager will determine how best to move forward.

12 Social Media Guidelines Messaging on social media platforms It is incumbent on the social media 1.10 Newsletters during a crisis cannot be completely administrator(s) to maintain the If you want to distribute regular controlled, but engagement and a quick account or to arrange an exit. Above all, communications (e.g. newsletter) to response can counteract inaccuracies the account should not be neglected, your list of followers, make sure they before they become damaging. carrying risk to RTÉ and its brand. have given express consent to the receipt of such material. Only use this Following consultation with your You’ll need to think about these list for interactions for the purpose for line manager it may be advisable for potential exit options before the which you have obtained consent or you a senior staff member to tweet or to account is created. If you are handing may be in breach of the Data Protection post a carefully worded message on the account over, it may be necessary legislation. the relevant social media account to remove some or all of the RTÉ (Classification 1 & 2) after the event trademarks and/or branding. New Design of these materials must be so as to clarify the incident and the account administrators should be approved by Central Communications outcome, reaching out to those who instructed to keep disclaimers on the and Brand Development (Joseph were most active during the crisis to account highlighting that this account Hoban, [email protected] or Emer alert them to this follow-up. was created by RTÉ, but is now being Beesley, [email protected]). run by a community. Twitter is arguably the least useful social media platform in the event of If a programme is not envisaged to 1.11 Advertising a crisis, as tweeters are most likely to endure beyond a single series, and It is commonly understood that spread what they see on Twitter via no obvious strategic purpose can be advertisements which appear on RTÉ’s word-of-mouth. Facebook, blogs and argued for a presence on social media Official Service or Programme Accounts forums are also major communication platforms, then a dedicated social (Classification 1 & 2) on third-party platforms used by people to express media account (Classification 2) may social media platforms are outside their opinions. Don’t neglect these in a not be worthwhile. Often the RTÉ of RTÉ’s control, not connected with crisis, this is often where conversations website provides a platform that can the organisation or its output and fall around a crisis are likely to linger. amply meet the needs of programme- under the third-party social media makers (i.e. in terms of recruitment, platform’s authority. However, it is still Facebook pages can be unpublished call-outs, casting etc). your responsibility to keep an eye on by administrators of the page; this the full range of advertisements that is a temporary measure that allows If an Official Service/Programme appear on RTÉ’s Official Service or pages to be removed from public view. Account (Classification 1 & 2) does exist Programme Accounts (Classification 1 If the security of an Official Service/ and a programme will be off-air for a & 2.) Programme Account (Classification 1 significant length of time, i.e. more than & 2) has been breached, requesting all a month, then a migration/exit strategy You should alert your line manager those with access to the account to log needs to be implemented. The social immediately if unacceptable out and changing the password may be media administrator(s) should publish advertisements appear. sufficient. a post that directs fans/followers to alternative RTÉ social media accounts RTÉ content uploaded to third-party If these steps do not work, then escalate (Classification 1 & 2) in order to retain sites by RTÉ should not include any the issue to the social media platform and share that fan base. If no regular advertising. service provider to request assistance in posts and moderation are planned securing the account. during a hiatus, that programme’s social media stream should be closed off 1.12 Children & Young 1.9 Exit Strategy to posts and comments by others and People perhaps unpublished until such time as It is important to have a clear plan As outlined in RTÉ’s Child Protection moderation is reinstated. from the start about how long the Policy, a child means a person under association between RTÉ and the the age of 18 years. Young people, as Exit and migration plans on all Official RTÉ Service and/or Programme per the same policy, can be regarded Official Service/Programme Accounts Accounts (Classification 1 & 2), be it a as children between the ages of 15 and (Classification 1 & 2) must be site/profile/page, will last. 18 years of age. As mentioned earlier communicated to RTÉ Marketing and in these guidelines all staff should be Communications departments. RTÉ’s presence may be tactical and it familiar with RTÉ’s Child Protection may eventually be advisable to hand Policy. the page over to the ‘community’; or it may be sensible to announce closure Staff should be sensitive to the to its users and then shut the account minimum age requirements on different down. social networking sites, which is often set at 13 years. This is intended to prevent users below the minimum age from registering for full membership

13 and then being able to publish online. 1.13 How to Deal with But they also give a clear indication Abuse/Trolling from the site owner about what the RTÉ’s revised owner considers to be a suitable Accounts (Classification 1) minimum age for casual visitors, even Operators of these accounts should programme-makers’ though the site owner may not be able at all times refrain from replying to enforce this. to abusive messages or engaging in guidelines and exchanges. If a specific grave threat Some social networking sites attract a is made against any individual, this journalism guidelines significant proportion of children and should be reported immediately young people, particularly those aged to the line manager, the relevant are explicit on the 13 and upwards. This is a demographic communications manager, or to the need for editorial which is clearly prone to risk on social Head of Communications. networking sites. Where an RTÉ integrity and Official Service/Programme Account Accounts (Classification 2 & 3) (Classification 1 & 2) is directed at If you are the victim of online abuse independence. children and young people, the social (intemperate messages that may media administrator(s) for that account be personally critical and crudely should ensure: expressed), it is best to ignore such messages. If however you receive • Communication on the account is a message, post or tweet that you open, clear, unambiguous and should consider a grave personal threat, you be suitable for the likely audience must report to your line manager. of the relevant RTÉ brand or programme/strand 1.14 Product Endorsements • RTÉ content uploaded to the account should be suitable for the likely RTÉ’s revised programme-makers’ audience on the social media account guidelines and journalism guidelines (Classification 1, 2 & 3) are explicit on the need for editorial integrity and independence. In this • User-generated content, inspired regard, administrators of accounts (all by an RTÉ call to action, should be classifications) must never knowingly suitable for the likely audience on the endorse a product or service in return social media account (Classification for monetary benefit or benefit in kind 1, 2 & 3) and parental consent should (for example, a gift). Endorsements be obtained could take the form of a promotional • Social media administrator(s) tweet, a link, a favourable Facebook who, through the course of the post or other recommendations. management of an account, receive allegations of abuse or who become concerned about the welfare of a child must report all such allegations and/or concerns to RTÉ’s designated liaison person in accordance with RTÉ’s Child Protection Policy and Procedures.

14 Social Media Guidelines Section 2. Personal Social Media Accounts of RTÉ Staff and Contractors

2.1 What is meant by Hybrid • You should identify yourself as an (RTÉ staff should read this in Personal/Personal Account? RTÉ employee or contractor in the conjunction with Chapter 7 , Section 6 profile/biography of the RTÉ Staff Manual – RTÉ’s Policy This section refers to the use of social on the Personal and Public Activities of media by RTÉ staff and contractors of • You should use a personal image and not the RTÉ logo Staff as well as Appendix 5 of the RTÉ social media accounts which have not Code of Business Conduct (Sections 7 • You should include language to been set up or managed by RTÉ. & 12).) indicate that shared links, retweets, Outside of official RTÉ social media etc., do not constitute endorsements 2.4 Ownership of RTÉ accounts (Classification 1 & 2), RTÉ • Hybrid Personal Accounts (Class 3) considers all other social media should contain the disclaimer:‘The Content on Personal accounts, of staff and contractors, to be views expressed are my own and do Accounts personal accounts (Classification 3 & 4). not express the views of RTÉ’ RTÉ owns the Intellectual Property Rights to RTÉ-related content on RTÉ recognises that personal accounts, This disclaimer should be displayed Hybrid Personal and/or Personal particularly those of on-air/editorial in the interests of transparency and Accounts (Classifications 3 & 4). RTÉ staff, are likely to be associated with maintaining trust with the public. reserves the right to instruct RTÉ staff RTÉ, a likelihood which increases Its purpose is to alert online users to and contractors to do such acts as are significantly if the social media account the personal nature of the account. necessary to transfer ownership of such is used for work purposes; for example, However, note that it does not serve content to RTÉ. RTÉ reserves the right if you post content related to your as protection and staff and contractors to instruct RTÉ staff and contractors to position in RTÉ or you use your account are liable for their accounts and are remove RTÉ-related content from their to highlight upcoming programmes or bound by these guidelines. RTÉ could hybrid personal and/or personal social series. also be vicariously liable for acts of its media accounts (Classifications 3 & 4). employees. Humorous or arch phrasing In devising a common sense, of this disclaimer is not appropriate. RTÉ reserves the right to instruct RTÉ practicable approach to social media, staff and contractors to remove content considering existing usage, RTÉ splits Note: Staff with existing hybrid from hybrid personal and/or personal the classification of personal accounts personal social media accounts should social media accounts which brings into two categories: retrospectively inform their line RTÉ into disrepute (Class 3 & Class 4). manager if the account references Failure to comply with instructions Class 3 Hybrid Personal Account ‘RTÉ’ in the account name. If you referred to in this paragraph 2.3 will Class 4 Personal Account wish to start using a hybrid personal be treated as a disciplinary matter social media account (Classification 3), for employees and subject to the 2.2 Hybrid Personal discuss the potential risks and conflicts normal courses of disciplinary action. Accounts (Classification 3) of interest with your line manager. Contractors may have their contracts terminated. This is a personal account that an on-air presenter, reporter or other 2.3 Personal Accounts Principles & Practices RTÉ staff member/contractor also uses (Classification 4) The principles and practices outlined for work related matters. Holders of A personal account (Classification 4) in these guidelines should be followed; such an account must comply with is a social media account set up by however these guidelines do not exist these guidelines when using a hybrid an employee or contractor of RTÉ for in isolation and are informed by personal account for all use, including, personal matters and contains minimal other related RTÉ policy documents. without limitation, personal and association between the user and Individuals should understand professional use. RTÉ (example: a personal Facebook the obligations and constraints as page). Nonetheless, these accounts, employees and contractors, as laid out RTÉ accepts that these accounts may by nature of the owner’s contractual in the ‘Obligations and Constraints’ be used legitimately in connection association with RTÉ, are bound by section in the introduction to these with RTÉ business, however the these guidelines. guidelines. account remains the responsibility of the account owner. If RTÉ staff and If you operate a personal social media contractors choose to use personal account (Classification 4), you may social media accounts for work purposes say that you work for RTÉ in your they should observe the following: profile/ biography but accounts should then contain the following line: ‘The views expressed are my own and do not express the views of RTÉ.’

15 Disrepute: Although acting in a The Legal Guide Documents private capacity, you are still a public Are Available Here: representative of RTÉ. Do not bring Staff should be aware RTÉ into disrepute. Legal Advice Note – Defamation and the Protection of Reputation that disputes or • Consider the consequences of whom http://hub.rte.ie/wp-content/ or what you are following uploads/2012/11/Protection-of- controversy arising • When engaging in online dialogue, Reputation-KF1.pdf avoid personal attacks and insults from posts on hybrid • Do not post links to inappropriate Legal Advice Note – Privacy Law material http://hub.rte.ie/wp-content/ pages have the uploads/2012/11/Privacy-Law-Advice- Impartiality: RTÉ staff and Note-April-20121.pdf potential to damage contractors should be mindful of the need for impartiality and objectivity at Legal Advice Note – Contempt RTÉ and may have all times. http://hub.rte.ie/wp-content/ uploads/2012/11/Contempt-of-Court- legal implications. • Editorial staff should not state and-Court-Reporting1.pdf political preferences or compromise their impartiality Legal Advice Note – Copyright • Editorial staff should not reveal their Infringement Use of text, personal feelings or bias on current photographs, artistic works, audio and/ news topics or audio visual content from social • Non-editorial staff should consider networking/media sharing websites on very carefully how their views RTÉ services. might be interpreted in the context http://hub.rte.ie/wp-content/ of RTÉ’s overall commitment to uploads/2012/11/Use-of-Material-from- balance, fairness and impartiality Social-Networking-Websites-on-RTÉ- Services1.pdf Can You Use It? Staff should be aware that disputes or controversy Privacy & Confidentiality: Be arising from content or images on RTÉ careful with details of your private life accounts have the potential to damage and the private life of others including RTÉ and may have legal implications. without limitation the privacy of users Always check the terms and conditions on social networking sites; this can of the relevant social media platform, affect public perception. for example: Facebook – uploaded • Do not criticise colleagues or reveal content remains the property of the confidential information of RTÉ or person who uploaded it. third parties • Do not compromise or reveal confidential sources • RTÉ Staff and/or contractors must not post original or internal RTÉ copy until it has been first published by RTÉ • Social media should not be used to promote personal/third-party business interests, without declaration of potential conflicts of interest

16 Social Media Guidelines Section 3. Using External Social Media Platforms

RTÉ recognises that social media Principles and Practices provides a source for material which Accuracy: Can you independently may be used in the course of reporting a verify this information as accurate? If There is never any story and/or making a programme not, don’t use it. presumption of The guidance below is particularly Can You Use It?: Material on websites relevant to RTÉ’s editorial staff such as may not necessarily produce content accuracy until the journalists, editors, producers who use that complies with Irish law relating to information is information on social media sites in the defamation, privacy or contempt. Check course of their work, but all RTÉ staff the terms and conditions of the relevant checked and verified. and contractors should be familiar with social media platform, for example the guidance outlined in this section. Facebook, uploaded content remains the property of the person uploading This section covers the use of material it. Ensure all relevant clearances from all social media platforms are obtained prior to publication e.g. including but not limited to: copyright/trademark clearance. • Social networking sites (Facebook, Myspace, Linkedin) Attribution: If a story originates online from a social media or source, it • Micro-blogging sites (Twitter) should be attributed as such. • Blogs (including company and personal blogs as well as comments) Gathering Information: Save any • Video and photo sharing websites web pages or links used in the course (Flickr, YouTube) of researching a story. Tweets and • Forums and discussion boards posts can be deleted by posters and (Boards.ie, Google Groups, Yahoo! their existence denied. To counteract Groups) this, save the material in the form of a screen grab as evidence of its • Online encyclopaedias (Wikipedia, initial existence. (Press Ctrl + Alt + Sidewiki) Print Scrn, which copies the screen image; paste into Paint, which is on 3.1 Information Gathering all Windows PCs, in the Accessories and Source Material folder.) Care should be taken when using material emanating from social In the case of Twitter, look at the media sites and streams. Treat source number of tweets sent by the relevant information as you would information account. Examining the number of from any other source. There is never tweets and their content will give a any presumption of accuracy until the good idea regarding the veracity of the information is checked and verified. account.

(General guidance is outlined below Hoaxes & Spoofs: Be mindful of the however staff should read this in existence of bogus accounts. Many conjunction with RTÉ’s Journalism websites and social media streams Guidelines and RTÉ's Programme contain bogus information (such as Content Standards) spoof news reports). Some campaigning and activist sites mimic the domain names and lay-outs of official sources for the purposes of satire or misinformation.

Online searches should be carried out to ensure that a social media account on twitter or Facebook is unique. If there are two accounts purporting to be from the same user, there is a strong possibility that at least one of the accounts is a fake.

17 Always use recognised sources to corroborate that information found online is current.

You should perform thorough Bias: As with any medium, hidden provenance checks before using commercial or political agendas can material from websites or social shape social media content. Checking media streams. Check the ‘About Us’ links from a website can often reveal section on websites, for instance, or political or commercial affiliations. the IP search engines (http://who. is/ or similar tools provide domain Out of Date Information: Even information such as domain registrar, trustworthy sources can contain pages status, administrative and technical that are not updated. Always use contact information for the owner of recognised sources to corroborate that any domain name, IP and IP location information found online is current. information). Privacy: Huge numbers of individuals Twitter accounts that have post material – including pictures, considerably fewer followers than are audio and video – which may reveal being followed should be treated with information about themselves. This extra caution. material is generally for the benefit of friends and acquaintances and the uploader retains ownership of such material. (Such material should not be used without the consent of its owner.) A balance needs to be struck between appropriate use of material that an individual may have unthinkingly put in the public domain and respect for their privacy even if they have become part of a news story. If in doubt about whether to use material consult your line manager.

18 Social Media Guidelines Appendix 1. Social Media Account and Strategy Clearance Form, Classifications 1 and 2

It is mandatory and now a requirement to submit this form to the IBD communications manager or corporate communications before setting up any account in the classification on page 1 (Class 1 or 2).

Social Media Strategy Checklist Programme/Channel/Content Area Name: Why do you want to use social media?

What business objective is it linked to?

Note: RTÉ Digital offerings should be discussed by editors in the early stages of the commissioning process. It is advised that RTÉ Digital be consulted in these early stages in order to determine the best online presence for each programme.

When completing the form below please indicate N/A if not applicable. Pre-Launch Yes No Notes 1: Which RTÉ Digital offerings tools do you want to use? Basic factsheet All programmes have a factsheet as long as there is content in the Press Pack. Information that appears on the factsheet is based entirely on the Press Pack content and images.

This gives a programme synopsis along with an image. This can be expanded to include episodic details and a basic photo gallery, which grows along with the series. It includes transmission details and a link to the programme on the RTÉ Player.

The Factsheet should be published about a week prior to transmission so there can be some pre- promotion from TV homepage.

- No direct cost

Microsite In addition to the factsheet features (above), this page offers clickable tabs such as: ‘About’, ‘Presenters’, ‘This Week’, ‘Previous’, ‘Links’, ‘Contact’, ‘Audience Tickets’, RTÉ Radio link.

Social media links/icons (Twitter, Facebook, YouTube, Flickr, Tumblr) can be included as well as a Twitter tracker (based on specific hashtag or topics) and a Facebook ‘Like’ plug-in.

- No direct cost

19 Pre-Launch Yes No Notes Full website A stand-alone website offering exclusive content, distinct design and programme-specific branding.

Designed in-house (e.g. MasterChef Ireland) or designed by external company (e.g. Dirty Old Towns).

A full website is the most involved project and requires significant development, editorial and production input.

The decision to provide a full website presence is based on several factors in the RTÉ Digital Production area (e.g. lead-in time, volume of work in production, cost etc.).

If producers opt to use an external web designer, RTÉ Digital MUST be involved from the early stages of design consultations in order to ensure compatibility with our systems.

Programmes are listed in the drop-down menu prior to transmission or if there is pre-TX audience involvement.

- Additional costs

RTÉ iD Users will need to sign up to join the specific (only likely for full website) community (e.g. Super Garden community) using RTÉ iD (simply sign up with basic information required).

Once they have joined the community they can create their profile, use the personalisation features, comment, review and upload content (currently only images).

Pluck community platform Pluck is an application platform available on the RTÉ.ie website. It offers rich community functionality including:

• Comments • Forums • Photo/video upload • Ratings • Review • Reactions • Awards & badges • Personal profile pages • Discovery & activity feeds

20 Social Media Guidelines Pre-Launch Yes No Notes PollDaddy PollDaddy is a free platform for polls and surveys.

Polls/surveys can be easily integrated into the programme website and can offer deeper user engagement or facilitate the collection of information that can be used in the programme.

PollDaddy polls offer low-level security and, in general, aren’t suitable for competitions where votes have to be strictly controlled.

Pluck votes, together with RTÉ iD, offer higher levels of protection but require more integration effort.

Promotional opportunities on RTÉ.ie: The quality of images and quantity of content will • Features on Television homepage – determine the amount of promotion possible across competing with other TV content RTÉ.ie. • Highlights on Television homepage – - No direct cost competing with other TV content • Features on RTÉ.ie homepage – competing with other content from across all divisions so it is not guaranteed • Highlights on RTÉ.ie homepage – competing with other content from across all divisions so is not guaranteed

Newsletter A facility to send out a newsletter to a list of subscribers.

Subscribers could be recruited via a website, mobile app, Facebook page, etc.

An RTÉ iD account will be required to subscribe to an email newsletter. Suitable for longer term engagement.

Newsletter needs to be personal and offer an added value versus standard update that can be published on the programme webpage.

- Additional Costs

2: Which tools do you want to use? Facebook Twitter Audioboo Flickr YouTube RTÉ has a dedicated YouTube channel that can accommodate clips (as opposed to full programmes). A specific programme playlist can be created to accommodate your show, if warranted. Other (please specify)

21 Pre-Launch Yes No Notes 3: Can you justify a real need for your content to be in these spaces? 4: Have you done an audit of other third-party sites for your station/content area? 5: Have you researched other similar content that may already exist within your organisation? 6: Have you researched how other broadcast organisations are using social media for this type of task? 7: Have you considered doing a pilot, either around a particular event or a specific time period? 8: Will your social media presence have a crowd- sourcing campaign to get people talking about it? 9: Do you have appropriate branding use? 10: Have you thought about username/password storage? 11: Have you thought about how you will measure success? Against what criteria will you be measuring? 12: Have you considered whether you need to provide for obtaining required consents under Data Protection legislation? 13: Have you ensured compliance with the Child Protection Policy if required?

Day-to-Day Running Yes No Notes 1: Who will have overall editorial responsibility for these accounts? 2: Who will have day-to-day responsibility for keeping the accounts updated? 3: Do you have a style guide that outlines appropriate and inappropriate tone and style? 4: How often will you post content? 5: What types of content will you post? How will you keep it interesting? 6: Do staff know how to use smartphones to create and send content? 7: How will you manage Facebook or blog comments and tagged replies out of office hours?

22 Social Media Guidelines Building Community Yes No Notes 1: How will you encourage people to become ‘friends’ or ‘followers’ in the first instance? 2: If you’re using Twitter or Audioboo, will you follow everyone back that follows you? 3: How will you show the audience that you value their input? 4: How will you integrate social media activity into your linear programme? 5: How will you direct your audience to all other platforms and how often?

Measurement Yes No Notes 1: Have you got a registered bit.ly account and linked your url shortener to tweetdeck? 2: Do you know how to use Facebook Insights and bit.ly? 3: Who will collect screengrabs and case studies? 4: Who will write monthly reports analysing data?

Reputation Management Yes No Notes 1: Are those managing your accounts senior enough and experienced enough to manage negative and serious comments? 2: How would you manage a serious mistake or attack? Do you have a blog you could post in response? 3: Have you contacted your Publicity/Comms representative about planning a strategy for handling such an event?

Closure/Exit Strategy? 1: How will you alert followers that your site is closing? (Suggest publishing a closing update, explaining why and when? Say thanks as well.) 2: Who owns the followers on Twitter?

23 Any other notes:

Notes about the style and tone of your account:

24 Social Media Guidelines Appendix 2. Declaration Form re Class 1, 2 or 3 Account

It is mandatory and now a requirement to submit this form to your line manager before setting up any account in the classification 1, 2 or 3 category, or if you already have an account.

Social Media Clearance Name: Are you a member of staff? Are you a contractor? If you have an account, what is the URL or handle?

I have read the Staff and Outside Activities section of the Staff Manual I have added the following line to my account: ‘The views expressed are my own and do not express the views of RTÉ.’ I understand the constraints and obligations I undertake on behalf of RTÉ when operating this account I have read and understand the social media guidelines

25 Appendix 3. Social Media and Your Show

There are many ways that you can To Generate Discussion integrate social media into your show. around Your Programme Below are some examples. It is important to have Viewers are increasingly using Twitter You may wish to view the presentation to connect with each other as they a clear plan from by Twitter’s Dan Biddle, which is comment on a TV show while they’re available on the RTÉ Hub. viewing. To generate Tweets about the start about how your show, use verbal call outs and However, it is advised that you meet onscreen straps (details below) and the long the association with Communications before you hashtag for your show or the hashtag go into production to explore what for a particular question e.g. #elev8 or between RTÉ and approach best suits. #whatIwoulddo or #dothisfirst the site/profile/ Call Outs and Information Competitions and page will last. For all call outs and general Giveaways information use the official Facebook This is a great way to build followers and Twitter accounts. and can be an ideal match for shows with merchandise to distribute. To Generate Content Offering prizes and running competitions through Facebook and Use Twitter and Facebook to ask Twitter will build viewers around a viewers for their ideas for content (best particular show, or a particular idea guests, questions for guests, jokes, featured in a show. Please contact the opinions, topics etc.). The administrator RTÉ Competitions team to discuss on the account needs to manage appropriate Terms & Conditions and this and moderate responses. any plans for giveaways under an RTÉ- branded account. To Build Characters and Drama Exit Strategy If the presenter/character in your It is important to have a clear plan programme does not have his/her own from the start about how long the social media account, there may be association between RTÉ and the site/ a case for setting up a specific social profile/page will last. media account for the run of the show. Blogs are also a good option here. If a social media stream does exist and a programme will be off-air for a significant length of time (more than a month) then a migration/exit strategy needs to be implemented. Discuss this with the Marketing and Communications Departments prior to setting up accounts.

26 Social Media Guidelines Appendix 4. RTÉ Branding on Facebook and Twitter

Facebook and Twitter accounts should 4.1.3 House Rules 4.2.3. Account Description only be set up following approval from A section on ‘House Rules’ should also RTÉ should be mentioned in the the relevant line manager and following be included on the information page. description, as well as full transmission permission from the Marketing and This is useful in the moderation of details (include the channel – with Communications departments and/ comments. correct branding of RTÉ One or RTÉ or the Social Media Co-ordinator. All Two not RTÉ 1 or RTÉ 2). You only accounts should be set up as stand- Suggested wording: have 160 characters, so try to be alone and not through independent ‘We encourage fans of [Programme] snappy. Use intelligent abbreviations producers’ corporate pages. Login and to leave comments on this page. and don’t use text spelling. This password details must be forwarded However, we will review all comments description can be changed at any time, to the Commissioning Editor and and remove any that we deem especially if you want to give different RTÉ Television Press Office. These inappropriate or offensive. We will emphasis while the programme is should not be changed without 24 leave what you share that relates to in production, in its promo phase, hours' notification to the relevant RTÉ the subjects covered on this page. We during transmission and also post- contacts and should never be changed reserve the right to block users who transmission. Include a website url in during transmission of the programme violate these "House Rules". Comments the section for that link. without prior consultation with RTÉ. posted unless otherwise stated do not represent the opinions of [Programme], 4.2.4. Avatars 4.1 Facebook [Production Company] or RTÉ.’ Only RTÉ approved official photos or artwork should be used as avatars and 4.1.1. Naming an Account they should preferably include the RTÉ RTÉ must appear in the name of ALL 4.2 Twitter logo (channel specific). social media accounts. 4.2.1. Naming an Official RTÉ Account RTÉ must appear in the name of ALL Service logos should be stacked. The preferred style is: RTÉ/Name of Class 1 and 2 social media accounts. Please refer to Communications and Show. RTÉ should also be mentioned The account name is restricted in Marketing for guidance and approval of in the description and the page should length to 20 character spaces, so bear artwork. also carry full transmission details. If this in mind even at the earliest stages using Facebook too far in advance as of your pre-production. Plans to have a Examples of service artwork: to be accurate on transmission details, big social media presence may fall down contact the TV Press Office. Include if the account name doesn’t transfer the name of the broadcast channel and properly onto these platforms. include the correct corporate branding of RTÉ One and RTÉ Two (and not The preferred style is: RTÉ/Name RTÉ 1 and RTÉ 2). Include a website of Show, with the handle [@]. For url at the top of the description. Example: RTÉ Fair City [account name], @RTEFairCity. Once a Facebook name is established and you pass 100 ‘fans’, the name The fada is to be used in all references cannot be changed, so this MUST be to RTÉ but the fada cannot be used in done correctly at the outset. the handle (@), and shouldn’t be used in hashtags. In these cases, leave out 4.1.2 Account Description the fada. The cover photo and profile image on the account should always be 4.2.2. Hashtags officially approved by RTÉ and the When deciding on a hashtag, choose cover photo should feature an RTÉ one that is organic and simple. Only logo. Logos can be added using basic include RTÉ in the hashtag in order photo manipulation programmes (Gimp to differentiate from a programme of is free to download and is simple to the same name on another channel use). Be careful when adding logos to (e.g. Don’t Tell The Bride – #rtedttb; ensure the positioning is appropriate BBC Three uses #bbcdttb. The Voice of and doesn’t interfere with the Ireland – #rtethevoice; BBC One uses branding of the programme. Approved #thevoiceuk). programme logos and associated images can be obtained from the relevant communications department or http:// www.rte.ie/branding/user/print/print_ eps_serviceslogo.html

27 today, tomorrow, together.

today, tomorrow, together

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