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HomeMy WebLinkAboutResolution 2011-036 revised social media use administrative directive MARANA RESOLUTION NO. 2011-36 RELATING TO ADMINISTRATION; APPROVING A REVISED SOCIAL MEDIA USE ADMINISTRATIVE DIRECTIVE FOR TOWN OF MARANA EMPLOYEES AND ELECTED AND APPOINTED OFFICIALS WHEREAS the Town Council has established broad guidelines and parameters regarding the administration of the Town through the Marana Town Code and other ordinances and policies; and WHEREAS Section 3- 2 -1(G) of the Marana Town Code provides that the Town Manager shall be the chief administrative officer and head of the administrative branch of the Town and shall execute general administrative supervision and control of the affairs of the Town; and WHEREAS on September 15, 2009, the Town Council by Resolution No. 2009 -164 approved and authorized the Town Manager to implement an administrative directive system for carrying out certain administrative functions and providing consistency in the performance of administrative tasks, in the use of Town resources and equipment, and in the implementation of the Town Code and other ordinances and policies; and WHEREAS the administrative directive system approved by Resolution No. 2009 -164 included the provision that any administrative directive relevant to the Town's elected and appointed officials would be brought before the Council for its consideration and adoption by resolution; and WHEREAS on October 6, 2009, the Town Council via Resolution No. 2009 -180 approved a Social Media Use Administrative Directive for Town of Marana employees and elected and appointed officials; and WHEREAS the Town Council finds that approving revisions to the Social Media Use Administrative Directive is in the best interests of the Town. NOW, THEREFORE, BE IT RESOLVED BY THE MAYOR AND COUNCIL OF THE TOWN OF MARANA, ARIZONA, AS FOLLOWS: SECTION 1. The Town of Marana hereby approves the revised Social Media Use Administrative Directive for Town of Marana employees and elected and appointed officials, attached as Exhibit A and incorporated by this reference in this resolution. Marana Resolution 2011 -36 - 1 - 100025454.DOC /} SECTION 2. The Town's Manager and staff are hereby directed and authorized to undertake all other and further tasks required or beneficial to implement the revised Social Media Use Administrative Directive described in Exhibit A. PASSED AND ADOPTED BY THE MAYOR AND COUNCIL OF THE TOWN OF MARANA, ARIZONA, this 15 day of March, 2011. - e / / . I ____° Mayor d Honea ATTEST: APPROVED AS TO FORM: J celyn ronson, Town Clerk AFnk 'dy, Town A ey ♦` �elfil / / %� ♦ OF 1 � � Marana Resolution 2011 -36 -2- {00025454.130C /} .�pW N p 1 7 9 7 4 RIZON�' ADMINISTRATIVE DIRECTIVE Title: Social Media Use Issuing Department: Town Manager /Town Council Effective Date: October 6, 2009 Reviewed: PIO, Town Clerk, Legal, Technology Services Approved: Resolution 2009 -180 Type of Action: Revision (March 15, 2011) 1.0 PURPOSE This administrative directive outlines the protocol and procedures for use of social media to publicize official town services and events. In addition, this policy addresses the responsibilities of individual employees and town officials with regard to social media and the use of town resources (time /equipment), as well as responsibilities related to public records and open meeting laws. 2.0 DEPARTMENTS AFFECTED All Town of Marana departments, employees, and appointed and elected officials. 3.0 REFERENCES 3.1 A.R.S. §§ 41-1350,41-1351, 38 -421 and 41 -1347 3.2 A.R.S. §§ 39 -121 et seq: Public records law 3.3 A.R.S. § 38 -431 et seq: Open meeting law 3.4 Town of Marana Personnel Policies and Procedures, Policy 5 -4: Use of communications systems and equipment 3.5 Town of Marana Code of Principle and Ethics - centered Governance 3.6 Town of Marana Town - Issued Computer Equipment/Software and Electronic Communication Usage Policies for Council Members {00025289.DOC / 31 3/2/11 4.0 DEFINITIONS 4.1 Social media: Various forms of discussion and information - sharing, including social networks, blogs, video sharing, podcasts, wikis, message boards, and online forums. Technologies include: picture - sharing, wall - postings, fan pages, e-mail, instant messaging, and music - sharing. Examples of social media applications include, but are not limited to, Google and Yahoo Groups (reference, social networking), Wikipedia (reference), MySpace (social networking), Facebook (social networking), YouTube (social networking and video sharing), Flickr (photo sharing), Twitpic (photo sharing), Twitter (social networking and microblogging), Linkedln (business networking), and news media comment sharing/blogging. 4.2 Social networking: The practice of expanding business and /or social contacts by making connections through Web -based applications. This policy focuses on social networking as it relates to the Internet to promote such connections for official town business and for employees, elected and appointed officials who are using this medium in the conduct of official town business. 5.0 POLICIES AND PROCEDURES 5.1 Official town social media sites will be administered by the town's Public Information Officer (PIO), unless an individual department has been granted permission by the Town Manager's Office pursuant to this directive to administer its own social media site or page. The town's social media sites shall be used for the limited purpose of informing the public about town business, services and events. In the absence of the PIO, the Town Manager will designate another individual to administer official town social media sites. 5.2 Individual departments will generally not have their own social media pages or sites. However, a department may submit a request to the Town Manager's Office for permission to establish its own site, based on the functions of the department and the department's need to communicate directly with members of the public. 5.2.1 Requests should be accompanied by an explanation of 1) the purpose of the social media site or service; 2) primary audience served; 3) the reason internal or existing resources will not meet these needs; and 4) a date range for the project (i.e. when will it launch, how long will it be in effect). 5.2.2 Requests should identify appropriate resources, including staff and funding for production and management of services, when applicable. 5.2.3 If an individual department is granted permission to administer its own social media site, the PIO shall monitor the department's use of the site for compliance with this directive. 5.2.4 The Town Manager in his/her sole discretion may direct an individual department to discontinue its use of its own social media site at any time. 5.3 Individual departments may also add content to official town social media sites by submitting a request to the PIO. The PIO will determine if a request is appropriate and adheres to the guidelines of this directive. If a request is not within guidelines, the request will be forwarded to the Town Manager's Office for further review. {00025289.DOC / 3} 3/2/11 5.4 The town's Web site, www.marana.com, will remain the official location for content regarding town business, services and events. Whenever possible, links within social media formats should direct users back to the town's Web site for more information, forms, documents or online services necessary to conduct business with the Town of Marana. 5.5 Each social media site used by the Town of Marana shall include an introductory statement that clearly specifies the purpose of the site and directs the user back to the town's Web site. 5.6 Town of Marana employees and appointed and elected officials shall not disclose information about confidential town business on either the town's social media sites or their personal social media sites. In addition, all use of social media sites by elected and appointed officials shall be in compliance with Arizona's open meeting laws. Employees and elected or appointed officials' posts are a reflection of their own views and not necessarily those of the town. 5.7 All postings made by the town to social media sites will contain information and content that has already been published or broadcast in an official manner. The town will not comment on other social media members' sites. All official social media postings by the town will be done solely on the town's social media sites or in response to postings made on the town's social media sites. 5.8 Postings and comments to Town of Marana social media sites containing any of the following forms of content will not be allowed: 5.8.1 Comments not topically related to the administrator's posting 5.8.2 Content that violates town policy, including abusive, harassing, intimidating, vulgar, obscene and offensive communications, communications that defame or libel others, and communications that infringe upon the privacy rights of others 5.8.3 Disparaging communications or jokes that are based on race, national origin, marital status, sex, sexual orientation, disability, age, religion, or any other characteristic protected under federal, state or local law 5.8.4 Communications of any copyrighted materials, trade secrets, proprietary information, or any other highly sensitive confidential information 5.8.5 Solicitation of others for commercial ventures or religious, social or political causes 5.8.6 Content that is in violation of the town's Internet use policy 5.9 The Town of Marana reserves the right to remove content that is deemed in violation of this policy or any applicable law. Any participants on the town's official social media sites who are in continual violation of the posting/commenting guidelines may be permanently removed from the town's site. 5.10 The town will only post photos for which it has copyright or owner's permission to use. 5.11 Direct messages sent to social media accounts will be treated as general correspondence and kept in accordance with retention schedules provided by the Arizona State Library and Archives Records Management Division. Town {00025289.DOC / 3 } 3/2/11 employees shall not initiate any direct or private messages on town social media sites. 5.12 Chat or private messaging functions in any social media sites will not be used. 5.13 Links to all social media networks to which the town belongs will be listed on the town's official Web site. Interested parties wishing to interact with these sites will be directed to visit the town's Web site for information on how to participate. 5.14 The Town of Marana reserves the right to temporarily or permanently suspend access to official town social media sites at any time. 5.15 The town may invite others to participate in its social media sites. Such invitations will be based upon the best interests of the town as determined by the PIO in consultation with the Town Manager or designee. 5.16 All content posted on official town social media sites must comply with town Web standards, unless otherwise agreed upon between the requesting department/division, the Town Manager's Office and the Technology Services Director. Employee or town confidentiality shall be maintained in accordance with all applicable laws and town policies. If a question arises regarding the use or posting of confidential information on a social media site, the matter shall be referred to the Legal Department for review. The information in question shall not be posted, or if already posted, shall be removed until an opinion is rendered by the Legal Department. Notwithstanding the opinion of the Legal Department, the Town Manager's Office reserves the right to restrict or remove town information from an official town social media site if the Town Manager believes that the information does not serve the best interests of the town. 5.17 All social media -based services to be developed, designed, managed by or purchased from any third -party source for use requires appropriate budget authority and approval from the Technology Services Director. The requesting department will be responsible for all costs related to the purchase, maintenance and support of third - party products. 6.0 RESPONSIBILITIES 6.1 It is the responsibility of employees and appointed and elected officials to understand the procedures as outlined in this policy. 6.2 The PIO, or the department designee for departments granted permission to maintain their own site, will be responsible for responding to comments and messages as appropriate. Whenever possible, the PIO or department designee will direct users back to the town's official Web site for more information, forms, documents or online services necessary to conduct business with the Town of Marana. 6.3 The Technology Services Department will work with the PIO to ensure that new social networking sites and proposed content meet town standards. Once a new request is determined to meet technology guidelines and town policies, it will be forwarded to the Town Manager's Office for review. 6.4 If the request is approved, the Technology Services Department will allow open Internet access to the applicable social media site for the PIO and other designated employees. {00025289.DOC / 3} 3/2/11 6.5 The Town Manager's Office will review requests approved by Technology Services and the PIO and authorize final approval. In addition to the administrators provided by this policy, the Town Manager's Office shall determine /approve additional employee access to social media sites from town computing equipment. 6.6 Designated administrators for town social media sites will be trained regarding the terms of this policy, including their responsibilities to review content submitted for posting to ensure compliance with the policy. 6.7 Employees who are not designated by the Town Manager's Office to access social media sites for official business are prohibited from accessing social media sites utilizing town computing equipment and/or the town's web access. While at work, employees who are not granted access via town systems and computing equipment may use personal computing devices and personal web accounts to access social media sites only during non- working hours such as lunch periods and breaks. If an employee has a need to access social media sites for work purposes, the employee shall submit a request to the Town Manager's Office through the PIO explaining the business need for social media access. 6.8 The PIO will chair a social media committee consisting of the PIO, Permit and Records Manager, Deputy Town Clerk, and Technology Services Director. The committee will meet on a regular basis to update and review policies and make recommendations to the Town Manager regarding current trends and potential impacts on technology services infrastructure. 7.0 ATTACHMENTS None {00025289.DOC / 3} 3/2/11 I r i .�OwN p� i i 1 7 9 7 gR►ZONp ADMINISTRATIVE DIRECTIVE Title: Social Media Use Issuing Department: Town Manager/Town Council Effective Date: October 6, 2009/Revised March 15, 2011 Reviewed: PIO, Town Clerk, Legal, Technology Services Approved: Resolution No. 2009 -180 Type of Action: Revision (Resolution No. 2011 -36) 1.0 PURPOSE This administrative directive outlines the protocol and procedures for use of social media to publicize official town services and events. In addition, this policy addresses the responsibilities of individual employees and town officials with regard to social media and the use of town resources (time/equipment), as well as responsibilities related to public records and open meeting laws. 2.0 DEPARTMENTS AFFECTED All Town of Marana departments, employees, and appointed and elected officials. 3.0 REFERENCES 3.1 A.R.S. §§ 41 -1350, 41 -1351, 38-421 and 41 -1347 3.2 A.R.S. §§ 39 -121 et seq: Public records law 3.3 A.R.S. § 38 -431 et seq: Open meeting law 3.4 Town of Marana Personnel Policies and Procedures, Policy 5 -4: Use of communications systems and equipment 3.5 Town of Marana Code of Principle and Ethics - centered Governance 3.6 Town of Marana Town - Issued Computer Equipment/Software and Electronic Communication Usage Policies for Council Members g E G 6 (00025289.DOC / 3) 3/2/11 4.0 DEFINITIONS 4.1 Social media: Various forms of discussion and information - sharing, including social networks, blogs, video sharing, podcasts, wikis, message boards, and online forums. Technologies include: picture - sharing, wall- postings, fan pages, e-mail, instant messaging, and music - sharing. Examples of social media applications 1 include, but are not limited to, Google and Yahoo Groups (reference, social networking), Wikipedia (reference), MySpace (social networking), Facebook (social networking), YouTube (social networking and video sharing), Flickr (photo sharing), Twitpic (photo sharing), Twitter (social networking and microblogging), LinkedIn (business networking), and news media comment sharing/blogging. 4.2 Social networking: The practice of expanding business and /or social contacts by making connections through Web -based applications. This policy focuses on social networking as it relates to the Internet to promote such connections for official town business and for employees, elected and appointed officials who are using this medium in the conduct of official town business. 5.0 POLICIES AND PROCEDURES 5.1 Official town social media sites will be administered by the town's Public Information Officer (PIO), unless an individual department has been granted permission by the Town Manager's Office pursuant to this directive to administer its own social media site or page. The town's social media sites shall be used for the limited purpose of informing the public about town business, services and events. In the absence of the PIO, the Town Manager will designate another individual to administer official town social media sites. 5.2 Individual departments will generally not have their own social media pages or sites. However, a department may submit a request to the Town Manager's Office for permission to establish its own site, based on the functions of the department and the department's need to communicate directly with members of the public. 5.2.1 Requests should be accompanied by an explanation of 1) the purpose of the social media site or service; 2) primary audience served; 3) the reason internal or existing resources will not meet these needs; and 4) a date range for the project (i.e. when will it launch, how long will it be in effect). 5.2.2 Requests should identify appropriate resources, including staff and funding for production and management of services, when applicable. 5.2.3 If an individual department is granted permission to administer its own social media site, the PIO shall monitor the department's use of the site for compliance with this directive. 5.2.4 The Town Manager in his/her sole discretion may direct an individual department to discontinue its use of its own social media site at any time. 5.3 Individual departments may also add content to official town social media sites by submitting a request to the PIO. The PIO will determine if a request is appropriate and adheres to the guidelines of this directive. If a request is not within guidelines, the request will be forwarded to the Town Manager's Office for further review. (00025289.DOC / 31 U2111 5.4 The town's Web site, www.marana.com, will remain the official location for content regarding town business, services and events. Whenever possible, links within social media formats should direct users back to the town's Web site for more information, forms, documents or online services necessary to conduct business with the Town of Marana. 5.5 Each social media site used by the Town of Marana shall include an introductory statement that clearly specifies the purpose of the site and directs the user back to the town's Web site. 5.6 Town of Marana employees and appointed and elected officials shall not disclose information about confidential town business on either the town's social media sites j or their personal social media sites. In addition, all use of social media sites by elected and appointed officials shall be in compliance with Arizona's open meeting laws. Employees and elected or appointed officials' posts are a reflection of their own views and not necessarily those of the town. 5.7 All postings made by the town to social media sites will contain information and content that has already been published or broadcast in an official manner. The town will not comment on other social media members' sites. All official social media postings by the town will be done solely on the town's social media sites or in response to postings made on the town's social media sites. 5.8 Postings and comments to Town of Marana social media sites containing any of the following forms of content will not be allowed: 5.8.1 Comments not topically related to the administrator's posting 5.8.2 Content that violates town policy, including abusive, harassing, intimidating, vulgar, obscene and offensive communications, communications that defame or libel others, and communications that infringe upon the privacy rights of others 5.8.3 Disparaging communications or jokes that are based on race, national origin, marital status, sex, sexual orientation, disability, age, religion, or any other characteristic protected under federal, state or local law 5.8.4 Communications of any copyrighted materials, trade secrets, proprietary information, or any other highly sensitive confidential information 5.8.5 Solicitation of others for commercial ventures or religious, social or political causes 5.8.6 Content that is in violation of the town's Internet use policy 5.9 The Town of Marana reserves the right to remove content that is deemed in violation of this policy or any applicable law. Any participants on the town's official social media sites who are in continual violation of the posting/commenting guidelines may be permanently removed from the town's site. 5.10 The town will only post photos for which it has copyright or owner's permission to use. 5.11 Direct messages sent to social media accounts will be treated as general correspondence and kept in accordance with retention schedules provided by the Arizona State Library and Archives Records Management Division. Town 100025289.DOC / 3 J 3/2/11 employees shall not initiate any direct or private messages on town social media sites. 5.12 Chat or private messaging functions in any social media sites will not be used. 5.13 Links to all social media networks to which the town belongs will be listed on the town's official Web site. Interested parties wishing to interact with these sites will be directed to visit the town's Web site for information on how to participate. 5.14 The Town of Marana reserves the right to temporarily or permanently suspend access to official town social media sites at any time. 5.15 The town may invite others to participate in its social media sites. Such invitations will be based upon the best interests of the town as determined by the PIO in consultation with the Town Manager or designee. 5.16 All content posted on official town social media sites must comply with town Web standards, unless otherwise agreed upon between the requesting department/division, the Town Manager's Office and the Technology Services Director. Employee or town confidentiality shall be maintained in accordance with all applicable laws and town policies. If a question arises regarding the use or posting of confidential information on a social media site, the matter shall be referred to the Legal Department for review. The information in question shall not be posted, or if already posted, shall be removed until an opinion is rendered by the Legal Department. Notwithstanding the opinion of the Legal Department, the Town Manager's Office reserves the right to restrict or remove town information from an official town social media site if the Town Manager believes that the information does not serve the best interests of the town. 5.17 All social media -based services to be developed, designed, managed by or purchased from any third -party source for use requires appropriate budget authority and approval from the Technology Services Director. The requesting department will be responsible for all costs related to the purchase, maintenance and support of third- party products. 6.0 RESPONSIBILITIES 6.1 It is the responsibility of employees and appointed and elected officials to understand the procedures as outlined in this policy. 6.2 The PIO, or the department designee for departments granted permission to maintain their own site, will be responsible for responding to comments and messages as appropriate. Whenever possible, the PIO or department designee will direct users back to the town's official Web site for more information, forms, documents or online services necessary to conduct business with the Town of Marana. 6.3 The Technology Services Department will work with the PIO to ensure that new social networking sites and proposed content meet town standards. Once a new request is determined to meet technology guidelines and town policies, it will be forwarded to the Town Manager's Office for review. 6.4 If the request is approved, the Technology Services Department will allow open Internet access to the applicable social media site for the PIO and other designated employees. (00025289.DOC ! 31 3!2!11 s i 6.5 The Town Manager's Office will review requests approved by Technology Services and the PIO and authorize final approval. In addition to the administrators provided by this policy, the Town Manager's Office shall determine /approve additional employee access to social media sites from town computing equipment. 6.6 Designated administrators for town social media sites will be trained regarding the terms g of this policy, including their responsibilities to review content submitted for posting to ensure compliance with the policy. 6.7 Employees who are not designated by the Town Manager's Office to access social media sites for official business are prohibited from accessing social media sites utilizing town computing equipment and/or the town's web access. While at work, employees who are not granted access via town systems and computing equipment may use personal I computing devices and personal web accounts to access social media sites only during non - working hours such as lunch periods and breaks. If an employee has a need to j access social media sites for work purposes, the employee shall submit a request to the Town Manager's Office through the PIO explaining the business need for' social media access. 6.8 The PIO will chair a social media committee consisting of the PIO, Permit and Records Manager, Deputy Town Clerk, and Technology Services Director. The committee will meet on a regular basis to update and review policies and make recommendations to the Town Manager regarding current trends and potential impacts on technology services infrastructure. 7.0 ATTACHIVIENTS None { OM289.DOC / 3 } 3/2/11