General Social Media Guidelines for Staff and Volunteers

Introduction

Social media platforms include: Facebook, Twitter, Blogs, Instagram, Vimeo, Flickr, Wikipedia and many others. Tanfield uses a number of these channels to convey information about the Railway and engage with visitors and the general public online, the main ones are below:

Blog - tanfield-railway.blogspot.co.uk

Facebook - facebook.com/Tanfield-Railway

Twitter - twitter.com/TanfieldRailway

Flickr - flickr.com/tanfield-railway

Vimeo - vimeo.com/TanfieldRailway

Instagram - instagram.com/tanfieldrailway

Why does Tanfield use social media?

At Tanfield we use social media in different ways and for different reasons:

• as a networking tool – connecting with people

• to aid communication and to engage with our visitors

• to participate in conversation

• to enhance Tanfield Railway’s reputation online.

Why guidelines, and not a social media policy?

Firstly, we don’t want to tell you what to do and what to say, because social networks are by definition very personal. Social media can be a great communication tool, but it can have unforeseen and unintended consequences as well.

As Tanfield staff we all have a responsibility to ensure we conduct ourselves appropriately, that we are good advocates for the Railway and that we do not intentionally place ourselves in difficult or awkward situations involving social media.

Social media comes in many different forms – there are literally hundreds of different tools and spaces out there. The social media landscape is forever changing, with new tools appearing all the time and changing the way people interact. A “one-size-fits-all” approach is therefore not very practical or realistic.

Personal use of social media

Whether or not you choose to create or participate in an online social network or any other form of online publishing or discussion is your own personal choice. The views and opinions you express are your own.

As Tanfield staff it is important to be aware that posting information or views about the Railway cannot be isolated from your working life. Any information published online can, if unprotected, be accessed around the world within seconds and will be available for all to see and will contribute to your Online Digital Footprint. The following points are intended to be general reminders.

• What’s work and what’s personal?

  • Social networks blur the lines between public and private, personal and professional. Just by identifying yourself as a Railway volunteer, you are creating perceptions about your expertise and that of the organisation. Remember you are personally responsible for any content you publish.

• Understand your online privacy settings

  • Check your settings and understand who can see the information you publish and your personal information.

• Point out that you are not an official spokesperson

  • If you do talk about the events at the Railway, the work you do or a Tanfield team you are associated with, you should make it clear that you are speaking for yourself and not on behalf of Tanfield Railway. Where possible use a disclaimer such as: “The views expressed here are my own and do not necessarily represent the views of Tanfield Railway” to indicate that you are not speaking on behalf of the Railway.

• Avoid answering visitor queries and complaints directly

  • Specific requests for information about a visit to the Railway, or complaints by visitors/followers online should be dealt with by Railway staff managing those social media channels. This ensures that the information that is given is both correct and consistent, and we have procedures in place to manage any problems and to protect the Railway's reputation.

• Tanfield logo

  • The Tanfield logo and branding should only be used for official Tanfield Railway social media channels.

• Recognise that you are entering a social system

  • Social media is like any social event – a meeting, a party, the mess room! Behave as you would in such an environment. The same code of conduct applies. Keep in mind that you are sharing any social space – online or offline – with your boss, colleagues, and visitors. Don't say anything online you wouldn't be comfortable saying to your friends, colleagues or mother!

• Remember that Google never forgets

  • Everything you post stays online for a long time. Think before posting something you might reconsider later.

  • If in doubt ask your manager whether it is “safe” to post specific information online. If you have a social media question, please contact: company@tanfield-railway.co.uk or talk to a member of the social media team.

• Sometimes mistakes happen

  • If you are concerned that you have made a mistake, error of judgement or posted something you shouldn't have, then let your manager or one of the social media team know as soon as possible.

  • Don’t ignore mistakes – the sooner it is addressed, the more likely the impact will be reduced. If something you have done negatively impacts on the Railway the chances are we will have found it through monitoring anyway but always flag it up and together we can agree the best course of action.

If you have any further questions please contact Tanfield’s social media team;

Facebook - David Watchman, David Allinson, Mark Pearce, Matthew Watchman.

Twitter – David Watchman, Chris Walker, Mark Pearce.

Blog – Derek Smith, Matthew Pickering, Ian Cowan.

Instagram – Kyle Allsopp, David Watchman

Flickr – Tommy Knox.