Lion Court

25 Procter Street

London WC1V 6NY

Tel: 020 7067 1010

Fax: 020 7067 1011

Email: info@housing.org.uk

Website: www.housing.org.uk

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Social media protocolSocial media offers us an opportunity to listen and learn from customers, to build relationships with them and show our ‘human side’. It can generate word of mouth, drive traffic to our website, spur supporters to take action and enhance our brand.

This protocol outlines a framework to help us manage social media activity. It covers blogging, podcasting, comments, Facebook, Twitter, YouTube, LinkedIn and other social sites. For more information see the Federation’s social media strategy.

1. Tell corporate communications about your social media outputsBefore setting up a new Federation social media output, eg Twitter or Facebook, consult with corporate communications. By keeping track of Federation social media activity, we can better support you and help maintain the Federation’s brand.

The output will be checked for branding and then added to the social media grid (see appendix 1). Any existing outputs not already on the grid will be added. The list will be updated at least quarterly by corporate communications. All Federation-branded social media outputs will be listed on the website to give customers an easy way to choose which outputs they want to engage with.

2. Engaging with customersThe named ‘editor’ for each output is responsible for checking their channel (daily is recommended) and making sure demands from customers to join conversations/answer questions are addressed within a reasonable time. Use holding replies where an answer will need research. If swamped respond to ‘themes’ not individual replies.

3. ContentWhen using social media channels bear in mind the following:

Be authentic, honest and conversational in your posts Use good judgment about content and be careful not to include confidential

information about the Federation, its customers or partners If you have concerns about content consult your line manager first Listen to people and respond to as many comments as possible with

constructive feedback Allow negative comments (delete the spam) – the key to managing

comments is to respond rather than censor Avoid getting defensive – follow the Federation’s complaints procedure

where necessary Anything you post online can be found by anyone, for years to come –

even material that’s supposed to have limited access can end up being shared widely

If you use social media in a personal capacity others may still see you as a representative of the Federation

If paraphrasing a Federation press release headline in order to link to it, make sure you clear the edited headline with the media relations manager

Look out for any relevant market intelligence and share as appropriate.