Operational 101 - Social Media

Purpose

This policy is designed to ensure the timely and appropriate social media interaction between Bike Edmonton board, staff, and the larger cycling community.

Philosophy: Social media has the ability to strengthen bonds between Bike Edmonton and the cycling community, but also can harm Bike Edmonton’s public reputation if not used properly.

Scope

This policy applies to all social media activities carried out under the name Bike Edmonton and on any Bike Edmonton-branded social media accounts, even if the person using the social media accounts is declaring and posts as their own opinion.

Definitions

1. Social Media - Any electronic platform with two-way communication between the public and Bike Edmonton that is viewable by larger public. Examples include Twitter, Facebook, Tumblr, Instagram, but also include Google groups, email lists, and comment threads on web pages. Social media does not cover traditional media appearances such as radio, television, and newspaper interviews.
2. Posting - The act of placing content on a social media account, inclusive of both new content and the posting of existing content attributed to another social media account (e.g. cross-posting, forwarding, or re-tweeting).
3. Comments - Public responses to posts on Bike Edmonton social media accounts.
4. Replies - Any social media post by Bike Edmonton staff or board in response to public comments on an item posted to a Bike Edmonton social media account

Ethical Guidelines

1. All staff and board members of Bike Edmonton using social media on behalf of Bike Edmonton (i.e. Bike Edmonton-branded social media accounts) shall follow the ethical guidelines outlines, modified from Bowen:

Table 1. Bike Edmonton Social Media Ethical Guidelines

Guideline	Rationale/Implementation
Maintain dignity and respect	Ensure the communication maintains the dignity and respect of the involved public.
Be fair and prudent	Consider fairness, justice, access.
Avoid deception	If it is deceptive, even arguably, then do not do it.
Eschew secrecy	Barring trade/competition secrets, if an initiative, something needs ethical examination.
Is it reversible?	How would you feel at the receiving end of the message? Is it still ethical then?
Be transparent	Paid speech should be transparently identified as such.
Clearly identify	Personal speech and opinion vs speech as a representative of the organization should be identified.
Rational analysis	Examine messages from all sides; how would it look to the public; how could it be misconstrued?
Emphasize clarity	Even if the source or sponsorship is clear, make it clearer.
Disclose	Transparency in message creation and facts/data needed for an informed opinion.
Verify sources and data	Be consistently credible; do not use rumour or speculation.
Establish responsibility	Does the message maintain your responsibility to do what is right?
Examine intention	Is your decision made with good will alone?
Encourage the good	Does your message help to build connectedness, engagement, and community?
Consistency builds trust	Consistency allows public to know and understand you, and you can meet their expectations.

Bowen SA. Using classic social media cases to distill ethical guidelines for digital engagement. Journal of Mass Media Ethics. 2013. 28:119-133.

1. All Bike Edmonton staff and board members must incorporate the above guidelines when using Bike Edmonton-branded social media. Moreover, all staff and board members are responsible for the content of re-posted and cross-posted content on Bike Edmonton social media accounts (i.e. content derived from another source but listed on Bike Edmonton social media accounts). Staff and board members are still responsible to Bike Edmonton for any content on personal accounts relating to Bike Edmonton when they are publicly identifiable in their Bike Edmonton affiliation.

Opinion versus Information in Social Media

1. All Bike Edmonton staff and board members must exercise caution and restraint when discussing issues where there is there is contention within the staff, board, volunteers of Bike Edmonton, or the larger Edmonton cycling community.

Table 2. Examples of Topics

Topics which have general consensus	Topics which are contentious
Healthy, active lifestyle	Politics and politicians
Bike Edmonton Hours of Operation	Automobiles
Bikes are awesome	Helmet use and laws

1. At no time shall any Bike Edmonton social media posts contain inflammatory content.
2. When posting on topics related to contentious issues within Bike Edmonton that pose a significant risk of violating the above ethical guidelines, the poster should check the content of the post with another Bike Edmonton board or staff member prior to posting.
3. Opinion and editorial pieces posted to Bike Edmonton social media accounts must be infrequent and follow generally accepted journalistic standards. All opinion posts and replies must be signed.

Disciplinary Actions

1. In the event of a disciplinary action or review of any social media actions on the part of staff or board members, Table 1 shall be used as a baseline to judge any actions against.

Account Access

1. All social media accounts and access details (usernames and passwords) for Bike Edmonton-branded accounts are to be freely available to all staff and board.
   1. Volunteers may be given time-limited access to Bike Edmonton-branded social media accounts for limited purposes (i.e. live coverage or promotion of an event) in accordance with the Official Spokesperson Policy [1].
2. Responses to media inquiries via social media accounts will be handled according to the Official Spokesperson Policy [2]
3. The creation and deletion of social media accounts is at the discretion of the board.
4. Whenever possible, mechanisms should be used to allow the board and staff to monitor and archive message across platforms without having to use a personal login to those services.

Exemptions

1. One-way communications like newsletters are not subject to the above policies, but the ethical considerations outlined above do apply at all times.

Policy Approval Date & Review Date

Date Approved, Revisioned and Active Approved: March 2015 Revised: June 6th, 2023

Date Expired Enter Date Information

Related Policies: Official Spokesperson Policy Position Statement Policy