In the first of three extracts from the 3rd edition of Magazine Editing, published by Routledge, I talk about some basic considerations in drawing up social media policies. If you are aware of any particularly good or bad examples of social media policies in the magazine industry, I’d love to know.
Social media policies
A policy need not be particularly restrictive – the key is that everyone is clear what is acceptable (and in some cases, what is encouraged, or ‘best practice’), as well as what to do in particular situations (such as when they receive abusive or offensive messages).
There are plenty of examples to look at online, including a database of social media policies at socialmediagovernance.com/policies.php – key issues for you as a publication are making all journalists aware of legal risks such as defamation, contempt and copyright (which they might normally otherwise think sub-editors are covering) and professionalism (for example, posting inappropriate images on an account they used for professional purposes).
Also worth considering carefully are the areas of objectivity and impartiality. US publications are a lot more anxious about their journalists being perceived to be anything but completely neutral in all affairs, leading to some policies that would appear draconian to the more opinionated Brits.
Neutrality, however, is different to objectivity (which is rather more complicated but comes down to a process based on facts rather than simply creating an appearance of balance through presenting conflicting beliefs), and well informed opinion is a key feature in most magazines.
You want to allow your writers to play to their strengths and find their natural ‘voice’ on social media platforms (institutional voices do not work well here), while also guarding against ill-considered comments that might be used against the publication.
What other issues should a social media policy cover? And why should a magazine have one?