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Social Media Guidelines


Executive Summary

Social media is varying the way we work, and the way we engage our customers and colleagues. These guidelines have been established to reflect the evolving norms of the online community behaviour across different platforms, and how organisations and their employees should conduct themselves when creating, contributing or participating in online conversations, including personal dialogues.

This document has been developed with reference to Code of Ethics and Standards of Conduct for the Word of Mouth Marketing Association. It includes advice on good online etiquette and behaviour that staff members must accept as a condition of working for PSB Academy. While staff have the right to use social media in their personal capacities, it is also very important that they hold complete responsibility for their personal views online.

Responsibilites and Code of Conduct

Professional Standards
Staff members are personally responsible for following the standards outlined in this document and PSB Academy Staff Conduct and Disciplinary Matters. This document applies to online activities conducted with:

  • The company’s email address
  • The company’s social media assets such as a Facebook page, Twitter, Instagram, LinkedIn, Youtube and Google+ account. Community managers or those who create content on behalf of PSB Academy’s social media assets must also refer to the Social Media Community Managers Handbook.
  • Personal social networks and emails, especially those that are transmitted over the company’s network as it can be traced to the company.

Representing PSB Academy
Staff must not represent to the public, press or other media, any information, statements or opinions about the company unless pre-approved by the Vice President of Brand, Marketing & Corporate Communications Department.
Staff must use social media platforms such as Facebook, Twitter, Instagram, LinkedIn, Youtube and Google+, etc, responsibly, keeping in mind that as staff, they are representatives of the company.
Disclosure and Responsibility towards PSB Academy Online
As the lines between personal and professional in the online platform are no longer clear, staff members need to be mindful that the values exhibited at work and in their personal lives must be consistent.

While staff members can use social media in their own capacities, it is very important to hold complete responsibility of their own views online. We advise that staff members use a disclaimer in your personal bios on online services so that your personal opinions are seen and known as private and not reflective of the opinions of PSB Academy. Examples of these disclaimers include “these are my opinions, not those of my employer”.

Through the course of work, employees network with industry peers and competitors on a personal and professional basis. However, at no time should confidentiality be compromised.

If a staff member resorts to expressing unauthorised views that are detrimental in any way to PSB Academy as a brand or a business, he/she will be subject to disciplinary actions.
Participation Guidelines & Rules of Engagement
Staff members are not allowed to discuss their views about the PSB Academy brand and its competitors without appending the hashtag #employer.

In addition, employees must not post any materials online or make any remarks that are disparaging or derogatory about PSB Academy, its employees, products and services, customers and business partners, which may potentially affect or be detrimental to PSB Academy’s reputation, interest and image.

Staff members are not to post any content that is disparaging, misleading, and misrepresentative of our competitors, their products or their services. He/she must also never post content that is designed to manipulate consumers or conceal information. Information provided to our customers and communities must be truthful and accurate. Staff members must also abide by relevant local legal provisions designed to protect consumers.

Do exercise care and discretion in the tone used and the choice of forum when considering writing about companies and brands online—they may be our existing or potential customers or competitors. If a blogger or any other online participant posts inaccurate, accusatory or negative comments about PSB Academy, do not engage in the conversation without prior approval from Branding, Marketing & Corporate Communications Department.
In summary, please abide by these rules of engagement:

Respect:

  • All content posted on the PSB Academy’s social media channels should be respectful and polite. Even if you feel strongly about an issue or are participating in a debate, your tone and opinions should not negatively influence PSB Academy, its’ competitors or the industry in any way.
  • Staff members of PSB Academy should not post content about the company, management, colleagues or customers that is vulgar, disrespectful, defamatory, discriminatory, harassing, or a violation of the company’s Staff Conduct and Disciplinary Matters.
  • You must on no account make derogatory comments based on age, race, religion, sex, ethnicity, nationality, disability, or other protected class, status, or characteristic.
  • You should not unlawfully sabotage the reputation of PSB Academy’s properties and services or those of its vendors or competitors.

Honesty:

  • It is important to remain objective and professional with your dealings online.
  • Be transparent. Identify yourself clearly and completely, and explicitly state that your opinions are your own and that you make no commitments or comments on behalf of PSB Academy when responding in your own personal capacity.
  • If you have borrowed content from another source, be sure to attribute the content to its rightful author and adhere to copyright laws.

Intelligence:

  • Do not override PSB Academy’s Staff Conduct & Disciplinary matters listed in the Employee Handbook.
  • Do not disclose trade secrets or information that PSB Academy has deemed confidential.
  • Do not over-share content. Use your discretion while sharing information and evaluate the repercussions your action will have on PSB Academy and yourself.

Copyright
Identify any materials you reference with citations and links, respecting copyright and ownership. When publishing any online material through social media that includes another’s direct or paraphrased quotes, thoughts, ideas, photos or videos, always use citations and link to the original material where applicable.

Friending and Liking
Show good judgment when “friending” someone, “liking” something within a social network, or “checking in” with a location-based service while using your personal social networks.

  • You should give strong consideration of your relationship with any online influencer before “friending” them through a social network, or “liking” a piece of content. Additionally, should you “friend” someone online make sure you ask them if they want to receive communications about PSB Academy via your personal social networking account. Social networking sites such as Facebook and Twitter should not be used as a way to get the attention of busy online influencers unless it’s clear that such communication is welcome. 
  • “Liking” or “Sharing” a post on Facebook and other networks doesn’t always allow you to disclose your affiliation to PSB Academy. Consider your friends’ and followers’ familiarity and interest level with your work before indicating that you support or endorse a piece of content about your company. 
  • Be conscious that if you use location-based service, like Foursquare, your followers may infer what your activities are or which competitors you are visiting. This, by itself, is competitively actionable information. Always be respectful to PSB Academy, our employees, our customers and your audience. This applies to the type of information posted as well as the manner and context in which it is presented. 
  • With the ability to connect with everyone in our lives online, it only makes sense that you may be interested in connecting with others in the workplace through social media. PSB Academy does not have any hard and fast rules with respect to “friending” co-workers and we trust your judgement in this respect. However, remember to lead by example and ensure that the relationship remains on a professional level. 
  • Tone, meaning and context is everything. Some very pleasant people unintentionally come off as far more severe on email, and this effect is often amplified on social networks. The average reader could easily ascribe sarcasm to phrases like “Good job!” or “Way to go!” depending on the context. Please be mindful of those contexts when you contribute online. 
  • In addition to observing your own online behaviour, follow the established terms and conditions of use that have been published by the venue (website, blog, discussion forum, etc.). These terms and conditions can be found from a link off the home page of each site. It not only governs how users are expected to behave, but also contains information on who retains ownership and control of the content that users share on that site. Once something is posted on social media, you may not be able to prevent its dissemination. 
  • Obey the law. Do not post any information or conduct any online activity that may violate applicable laws and regulations. Too often, people feel that the Internet excuses behaviours that are considered bad form in society. 
  • It is never appropriate to directly edit a Wikipedia entry. Always politely take any comments, grievances or suggestions to the “Talk” page of an entry. 
  • Remember, the Internet remembers everything. Before sharing your views on sensitive matters, note that they are likely to remain online for a very long time. In fact, any efforts to remove such items may only make them more visible. 
  • Do not be afraid to be yourself. Being professional doesn't mean you can't also speak in a human voice. 

Frequently Asked Questions

How should I react/respond to tweets or posts about the company, if at all?

If you come across tweets or posts concerning the company, do not respond to them. Instead, flag them to the community managers immediately for further action. Only community managers are authorized to respond on the company’s behalf.

How should I react to discovering that a colleague is also part of a group that is detrimental to the company?

As per the Code of Conduct, staff members are required to report to Branding, Marketing & Corporate Communications Department if they have knowledge of misbehaviour or contravention of business conduct by other staff members.

Is it mandatory for every staff member to participate on the company’s social media channels? What happens if I do not want to be involved – can I opt out?

It is not mandatory for staff members to be active on the company’s social media channels.

What happens when my supervisor sends me a friend request on Facebook? Must I accept it?

You have every right to accept or decline your supervisor’s invite on social networks such as Facebook, Twitter, LinkedIn, etc. No staff member can be forced to accept social networking invitations against their will.

Is it acceptable for me to "friend" staff members of competing companies in a public forum? Do I need to declare this to Branding, Marketing & Corporate Communications Department?

As long as there is no conflict of interest or breach of confidentiality, it is fine to network with industry peers and competitors on a personal level.

Who do I contact if I have questions about the Social Media Guidelines or have clarifications on social media activities within the company?

Daniel Lim

Brand, Marketing & Corporate Communications

Main: +65 6885 1000
Direct: +65 6517 2961

Daniel.lim@psb-academy.edu.sg