Best practices for engaging on digital media

(from Risk Reporter, FALL 2018 VOLUME 17 ISSUE 3 [1], pages 5-6. A publication of Church Mutual Insurance Company)

Whether it is a website or social media account, most organizations have some sort of online presence.

A poorly controlled media account can inadvertently violate privacy, infringe upon copyright laws, enable digital sexual misconduct and leave your organization's reputation vulnerable to those with access to your digital media channels.

It is important for organizations using digital media to have a policy in place that establishes the terms and parameters of use.

What should a digital media policy include?

Those involved in policy creation should consider including:

• A clear definition of website and social media platforms your organization is to use and who has authority to represent your organization on these channels.
• How staff are expected to interact with others.
• A tone consistent with the organization's values, reputation and other policies.
• An obligation to report any breach of the policy by others and disciplinary procedures for a breach of the policy.

Because technology and digital media platforms change quickly, it is important that the policy is reviewed regularly and staff are trained frequently.

Hazards of organizational digital media use

1. Privacy violations

   Do not post photographs or videos of anyone without their written permission.  Always obtain photograph release agreements before you use their image.  Below are examples of photo release agreements:

   Photo Release: Adult

   I hereby authorize and consent to the use of images or videos of me, with or without my name, by [Organization Name] of [City, State] for purposes including but not limited to: promotional materials, printed publications, internet posts including social media, television and other media sources.

   I do this with full knowledge and consent and waive all claims for compensation for use or for damages.  I release [Organization Name], its officers, trustees, employees and agents from liability for any claims by me or any third party in connection with the use of my image.

   Signature:    

   Printed Name:         Date: 

   Photo Release: Youth

   I, the legal parent/guardian of [Child's Name], hereby authorize and consent to the use of images or videos of my child/children listed above, with or without their name(s), by [Organization Name] of [City, State] for purposes including but not limited to: promotional materials, printed publications, internet posts including social media, television and other media sources.

   I do this with full knowledge and consent and waive all claims for compensation for use or for damages.  I release [Organization Name], its officers, trustees, employees and agents from liability for any claims by me or any third party in connection with the use of the image of my child/children listed above.

   Signature:    

   Printed Name:         Date:

2. Copyright/fair use violations

   Organizations can unintentionally violate copyright laws by posting poems or music or even streaming services online.  Content creators value their intellectual property and are on the lookout for infractions.  Ask permission from the creator or secure a blanket license before sharing intellectual property of others online.

3. Sexual misconduct online

   Social media is an avenue some offenders use for sexual misconduct.  To protect youth from danger and staff from accusations of inappropriate behavior, set clear guidelines for youth interactions, such as:

   1. Converse in a public format and not through private messages.
   2. Avoid “friending” or emailing minors; only communicate transparently in a group format.
4. Reputation management

   Communications on digital media reach many people very quickly.  Posting or sharing ill-advised content can easily offend others and damage your organization's reputation.  Choose your words carefully and keep close control of the messages your organization shares online.

   While going online is a convenient method to communicate information and interact with the community, establishing a digital footprint also comes with some hidden risks.  Be sure to protect your organization by thinking before you post.