The ABC of Social Media Use

Social media: The policy gives four standards which staff and contractors must follow. (ABC News)

ABC managing director Mark Scott has announced new social media guidelines, which the national broadcaster’s journalists and staff must abide by.

Speaking at the Media 140 conference on the future of journalism in the social networking age, Mr Scott outlined standards ABC journalists are expected to adhere to when using media platforms like Facebook, MySpace, Twitter and You Tube.

Fairfax and overseas media outlets announced similar guidelines recently to keep a leash on their staff, in a bid to pre-empt permanent online bungles which may bring employers into disrepute.

In September, a sub-editor for Brisbane’s Courier-Mail newspaper was sacked after ranting about work on a personal blog during his shift.

In an email sent to ABC staff this morning, the new Use of Social Media policy gives four standards which staff and contractors must follow when using both work and personal social media interaction:

1. Do not mix the professional and the personal in ways likely to bring the ABC into disrepute.
2. Do not undermine your effectiveness at work.
3. Do not imply ABC endorsement of your personal views.
4. Do not disclose confidential information obtained through work.

Mr Scott also told the Sydney conference that the ABC will add user-generated content to its online presence in the future and may launch a nation-wide program to help communities generate their own media content.

Mark Scott told the industry-based conference that the ABC has a key role to play in educating Australians about the future of new media technologies.

Earlier, he laid out a vision for the international future of the ABC, including consolidating the broadcaster’s presence in the Asia Pacific region, as well as rolling out new services in Africa, Latin America and the Middle East.

The plan would see the ABC eventually providing content in Arabic to the Middle East.

Tags: business-economics-and-finance, industry, media,


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