Social Media for Employees

Social media and online platforms can be a terrific way to connect communities, schools, businesses, family members and friends. However, the wrong content at the wrong time can cause substantial conflict, turmoil and even loss of professional standing. While earlier generations might have defined “going viral” as spreading the flu, today going viral involves massive – and sometimes unintended - audiences viewing your personal/ professional news, photos or videos in the online setting. Virginia Beach City Public Schools (VBCPS) recognizes that employees have the right to keep their personal interests separate from their business interests. However, we all must acknowledge that the public holds public employees, particularly educators, to the highest standards of ethical and moral conduct. Consequently, what VBCPS employees say or do on social media can impact how parents, other staff and the community view you professionally. Aware of how difficult these new social media waters may be to navigate, VBCPS has developed some guidelines for employees. We believe these social media guidelines will help employees strike the right balance between preserving personal freedom of expression and maintaining the professionalism demanded of those working in public education. 

Below is a list of guiding principles for use of social media as an employee of Virginia Beach City Public Schools:

1.   Make sure others know your personal opinion is just that – your personal opinion. When interacting on any social media platform you may be regarded, by virtue of your job, as a representative of Virginia Beach City Public Schools. However, it is important to not misrepresent yourself on any of these channels by claiming to speak as a division representative on any issue. 

2.   Be careful when and where you are posting – Yes, smartphones are incredible pieces of technology. With the push of just one button, you are instantly able to post to your Facebook page, Twitter account or send a personal email. Even though you may have access to some social media sites on the VBCPS network, posting while you are on the job could raise issues with supervisors or parents who can see the timing of your posts. 

3.  Do not post student photos, work or any other identifying information about students – When VBCPS plans to use student photos or work online or in any of its publications, we ask parents to sign a media release form. This signed media release gives the school division permission to publish student photos and student work. It also allows media outlets visiting our schools to do likewise. You should not shortcut that process by posting student photos or work on your personal social media channels. The division’s approved media releases do not extend to employees’ personal use. If you are utilizing a picture on your professional channels, you still must ensure media releases are in place. If you are attending a public event, such as a football game or opening of a play, you do not need to confirm media releases. One last note: This does not mean you can’t publish photos of your son and his basketball team just because several of them are VBCPS students, for example. In cases like this -- when the relationships are personal and the activities have taken place outside of the school system’s purview -- the choice of what to post is yours. 

4. Remember school values – Again, like it or not, you are representative of VBCPS. Consequently, take care to uphold the division’s values and mission when you are on your social media sites. Express your ideas and opinions on new school division initiatives and programs in a respectful, thoughtful manner. This is not to say you cannot disagree with division decisions. No one wants to work in a world full of “yes men.” We actually seek your feedback. Constructive criticism helps build stronger plans. Yet, you have to communicate those opinions considerately. 

5. Do not insult others online or use questionable language – Whether it is your boss, co-worker, a student’s parent or your next door neighbor, do not use your social media sites to vent about specific people. The use of ethnic slurs, obscenities, innuendos, inappropriate content or other questionable language could find its way to the very audience you would least want to see it. While every employee is entitled to his/her First Amendment rights, you should still carefully consider the ramifications of every post, comment, status update or email. When in doubt, leave it out. 

6. Take caution in posting about your personal activities – Employees certainly have the right to enjoy activities after school and on weekends. That said, posting about all of your activities – including those related to alcohol, tobacco or other provocative behavior – can lead to repercussions in your professional world. 

7. Do not use the VBCPS logo – Using the logo for any of your personal social media posts implies you are speaking either on behalf of or representing Virginia Beach City Public Schools. Again, as previously mentioned, this is not to be the stance taken on social media channels. 8 You are still bound by the VBCPS rules of conduct – Your behavior online – just as your behavior out of the classroom – still falls under all of the governing rules and regulations of VBCPS (Standards of Conduct in the Employee Handbook, School Board Policy 4-2; 6-62; and 6-64). Remember, your actions have the same consequences in the virtual space as they do in reality. As such, employees should not establish nonprofessional relationships with students on social media sites.