aaa job manual external_lock

Huntington’s Western Australia

Social Media Guide

For Distribution

By Dylan Heywood

Youth & Social Media Handbook

© Huntington’s Western Australia Inc. 2016

1

Contents 1.0 Preface .............................................................................................................................................. 2

1.1 Acknowledgements ..................................................................................................................... 2

1.0 Role Description ............................................................................................................................... 3

2.0 Mission Statements .......................................................................................................................... 4

3.0 Tasks ................................................................................................................................................. 5

3.1 Platforms and Gathering Content................................................................................................ 5

3.1.1 Creating Content with Canva ................................................................................................ 7

3.1.2 Using Unsplash For Free Photos ........................................................................................... 8

3.2 Posting content to Social Media .................................................................................................. 9

3.3 Interact With Other Profiles ....................................................................................................... 13

3.4 Tracking Progress ....................................................................................................................... 14

5.0 Appendices ..................................................................................................................................... 15



2

1.0 Preface Huntington’s Western Australia (HWA) is Western Australia’s primary support organisation for the neurodegenerative Huntington’s disease (HD). Since September of 2015 HWA has employed a Youth & Social Media Officer to conduct the social media affairs of the organisation, whilst working to assist the Youth Liaison Officer. This document outlines all of the intricacies of the Social Media portion of the position with comprehensive descriptions of required tasks and step by step instructions on how to perform them for purposes of replicating the role.

HWA determined that effective social media management and direction was essential to raising awareness of the organisation’s goals and interacting with community members, and a strong foundation must be developed to continue this strategy into the future – of which this guide is a part.

This document has been written with the assumption that the reader has some experience with using social media as a consumer and does not cover learning the most basic of tasks.

The social media policy appended to the end of this guide was developed at HWA with the help of a social media consultant and is intended to assist with social media conduct. HWA is happy to offer use of this document or a modified version so long as HWA is credited.

This guide is accurate as of July 2016, and does not account for potential changes in functionality of social media platforms.

1.1 Acknowledgements HWA would like to thank

• Perpetual Foundation for acceptance of the grant application which made these socialmedia efforts possible.

• Social media consultant Amanda Kendle for her assistance in auditing social mediaprocess and especially for her help with social media related policy.

• BeyondBlue for providing a reference social media policy which helped inspire directionfor our policy efforts.

• All staff and community members at HWA who have supported our platforms in the lastyear.



3

1.0 Role Description Social Media Officer

The role was introduced in 2015 to address the need to communicate with Huntington’s youth & the HD community more effectively, utilising social media is a primary form of communication for

young people

Duties & Responsibilities

• Managing HWA’s social media channels, including Facebook, Instagram & Twitter throughcompetitive research, platform determination, and messaging and audienceidentification.

• Setting up and optimising HWA pages within each platform to increase the visibility ofcontent.

• Collecting and publishing content for social media channels.• Sharing the activities of HWA with the community.• Moderate all user-generated content in line with the HWA social media policy for each

platform.

Criteria

• Proven working experience in social media or a related field.• Experience managing organisational Facebook pages.• Excellent consulting, writing, editing (photo/text), presentation, communication & English

skills.• Demonstrable social networking experience and social analytics tools knowledge.• Adequate knowledge of web design, web development, CRO and SEO.

Tasks

• Refer to posting schedule and gather content that fits what is to be published for each dayof the week.

• Schedule content for the week on Facebook and Twitter, plan for when photos will beposted on Instagram during work hours.

• Aim for at least posts on Facebook per day.• Responding to interaction with HWA social media, and interacting with other

organisational pages.• Share posts via URL for scheduling.



4

2.0 Mission Statements

To spread awareness of Huntington’s disease to the Western Australian community and provide information as a service.

Facebook

https://www.facebook.com/huntingtonswesternaustralia

Primary social media platform of the organisation, emphasis on announcements, research, communication with the community and other organisations.

Instagram

https://www.instagram.com/huntingtons_wa/

To share engaging and entertaining visual content from activities of the organisation and the community

Twitter

https://twitter.com/huntingtons_wa

To share updates on the status of HWA research, interact with other organisations, and post information about HD and HWA.

Snapchat

@huntingtonswa

To share everyday occurrences in the organisation and show in-the-moment content of what is currently happening

https://www.facebook.com/huntingtonswesternaustralia

https://www.instagram.com/huntingtons_wa/

https://twitter.com/huntingtons_wa



5

3.0 Tasks Below is a comprehensive list of tasks that may be undertaken in the social media role, with step by step instructions for each.

3.1 Platforms and Gathering Content Facebook The schedule below describes some day to day options for content to be posted on the HWA FB page. This schedule is for a regular posting regime, however there will still be many spontaneous posts based on content available at the time or new ideas that may arise in the moment. Here is an example of the current HWA schedule:

Monday - HD org of the week- Parenting/Youth content

Tuesday - Did You Know?Wednesday - Motivational image

- Parenting/Youth contentThursday - Profiles or stories (if available)

- Sharing page contentFriday - Recipes

- Day Centre ContentSaturday - What’s on

- entertaining contentSunday - General Health & wellbeing

- Motivational image

This schedule does not have to be followed word for word, and can be changed up on a weekly basis or as necessary. It is recommended that at least two posts per day are made and that their timing be dictated by the times followers are online – known as ‘peak time.’ These times can be viewed by going to the ‘insights’ panel of the FB page, accessible at the top of the browser window when a FB page is open.

Next, the ‘posts’ tab on the left hand side must be clicked on. A large blue graph will appear at the top of the window showing how many users are online at what times of the day. For HWA, this tends to be from approximately 9AM to 9PM.

Sharing from other pages is also important, especially to fill gaps in the Facebook schedule or to increase the number of posts with minimal effort. A good way to find content for this method is to go to the Facebook homepage and click ‘pages feed’ in the menu running down the left of the page. Refer to section 3.3 more detailed instructions on how to share posts from other pages.



6

We aim for at least 2 posts per day on Facebook

Twitter

Twitter is a means of posting short snippets of text under 140 characters and images to be viewed by the public. HWA does not have a large focus on Twitter but does use the platform for posting new research information. Twitter is heavily reliant on hashtags to push content to users so it is important to include some in every post.

Instagram

Instagram is an image sharing platform. It is very basic, users have a profile and can follow others and like or comment on their photos.

Instagram has less rigorous planning involved and most content is decided upon when it is received on an impromptu basis.

It is suggested that vibrant and eye catching, fun photographs are used on Instagram as this is what will capture the audience and get them to interact most effectively.

We aim for at least 2 posts per week on Instagram

Snapchat

Snapchat is an image and video posting platform on which content that is uploaded exists only for 24 hours before being deleted. Snapchat is used predominantly when we have an event that is running, such as a conference or youth getaway. It can be used for throwaway content and doesn’t necessarily have to have a concrete purpose.

We aim to post content to snapchat as it presents itself. No quota.

OTHER TIPS

Talkwaker Alerts

Talkwalker Alerts is a free monitoring tool that can alert you whenever a certain topic is posted about on the internet, drawing from news sites and social media. You can input a topic that you’d like to post about regularly, and you will receive emails with links to relevant articles. Head to http://www.talkwalker.com/en/alerts and enter an email address to set it up.

http://www.talkwalker.com/en/alerts



7

3.1.1 Creating Content with Canva

Canva (https://www.canva.com) is a simple and fast way to create aesthetically pleasing content for social media and beyond. HWA uses Canva to a wide range of content, but predominantly ‘Did you know?’ and motivational Facebook squares.

Once an account has been created, a ‘your designs’ page will be available. At the top there are options to create a design – click ‘More…’ and find the template most appropriate for the content to be created. These vary in sizing and can range from an A4 flyer to a FB page cover photo.

When the design window is open, options available include the ability to add shapes, frames, text and upload user photos – all located on the left of the window.



8

Once the design has been finished it can share directly to social media or download the design as an image or .PDF from the top bar.

A more comprehensive Canva tutorial can be found here at https://designschool.canva.com/tutorials/

3.1.2 Using Unsplash For Free Photos

When creating content it is very important to utilise design elements that are not the intellectual property of another person or organisation. Using content from many website and Google Images runs the risk of this occurring.

Unsplash (http://unsplash.com/) is a website that is used to acquire free photos that can be used in any content without the risk of breaking copyright law. It is great for obtaining photos to use for in-house created content. Simply navigate to the website in a web browser and download one of the many free photos available.

SUMMARY

• Map out posts for the week, and schedule for peak time.• Use shared content• Twitter for short messages, use #hashtags• Use Snapchat for short informal videos and images• Use Talkwalker for content alerts• Create content with Canva and Unsplash

http://unsplash.com/



9

3.2 Posting content to Social Media Facebook – from web

Open up the HWA Facebook page. Below the main banner at the top there will be a blank box that says ‘write something…’ To make a text post, simply start typing. If posting an image or video, click the ‘Photo / Video’ button just above the text field.

When setting up posts for the week, the scheduling function can be used to allow posts to go out on days when Facebook cannot be attended to. Next to the ‘Publish’ button under the down arrow, select ‘Schedule’ and enter the date and time that the post is to be made public. It is possible to see which posts are scheduled, edit scheduled posts and change their scheduled time by clicking ‘see posts.’ This can be found at the top of the page feed, in a box that states the number of posts scheduled.

If attempting to share a post from another page that needs to be scheduled for a later date, this must be done via the post’s URL. To find this, click the time the post on another page was shared (could say something like 42 mins ago), and then copy the URL from the browser’s URL bar. Paste this into the posting field on the Huntington’s WA page and wait for the preview to load. The URL may then be deleted and caption added before scheduling the post as normal.



10

SUMMARY

• Post content using the ‘write something box’ • Schedule content you don’t want to post right away • Copy and paste post URLs to schedule a shared post

Twitter – From Web

Access the Twitter web page (https://twitter.com) and log in with HWA credentials. A feed with posts from followed accounts will appear. At the top of the page there is a text box in which a message under 140 characters in length can be typed, or add a photo. Click the post button when finished and it will appear in the account feed.

It is wise to include trending ‘hashtags’ that are relevant to what is being posted. So for example, HWA would put #huntingtonsdisease in all of their posts so that it comes up in searches for Huntington’s Disease content.

It is possible and recommended to often share relevant content from other profiles to your own feed, known in this context as ‘retweeting.’ To achieve this, click the button below a tweet. Posts cannot be scheduled in Twitter without using external clients. If scheduling is essential, one such client is ‘HootSuite.’

SUMMARY

• Twitter is useful for short messages to followers • Be sure to leave hashtags! • Retweet relevant content from other accounts • Scheduling not available.

https://twitter.com/



11

Instagram – from mobile only

Open up the Instagram app on a mobile device, and press the blue button at the bottom centre of the app. Select the image from the gallery.

Various menus will be presented where filters can be added and photo edits made, and following that a caption is required for the photo. As with Twitter, it is important to include hashtags so that content can be grouped with other similar content. Posts cannot be scheduled on Instagram.

SUMMARY

• Share photos with Instagram • Filter them for effect • Include hashtags!

Snapchat – from mobile only

Open up the Snapchat app on a mobile device – A camera feed will appear, just like in a regular camera application. Press the circle button at the bottom once for a photo, or hold it for a video, letting go to end the recording. The content can be drawn on by using the pencil in the top right hand corner, or type a caption by tapping anywhere on the screen to bring up the keyboard.



12

When the masterpiece is finished, press the arrow in the bottom right hand corner. A list of contacts will appear that the ‘snap’ can be sent to. For the most part, and in HWA’s case the snap will only need to be sent to ‘My Story’ so that all contacts can view it at their leisure.



13

That’s it! Be aware that all content will disappear 24 hours after it has been posted so make sure any good photos or videos are saved using the button on the bottom screen immediately after recording a video or taking a photo. It’s an arrow pointing down with a line below it.

Posts cannot be scheduled on Snapchat.

3.3 Interact With Other Profiles Interact with comments on HWA posts on social media platforms. This means liking positive comments and responding to interesting comments on Facebook and Instagram. This will encourage community members to respond more and increase interaction on content.

It is also important to interact with the profiles of other businesses and organisations to raise awareness of the organisation’s page and promote collaboration. The primary means of doing this is by commenting, liking and sharing content on other pages whilst acting as the organisation page.

On Facebook, when commenting on or liking another page’s post, click the little logo on the post that represents the user’s personal Facebook profile image, and select the organisation from the drop down menu. Any interaction made with that post after doing this will be in the organisation’s name instead of that of the personal profile.

It is wise to post and comment on other pages as the organisation page as it encourages them to interact your organisation.



14

SUMMARY

• Reply to comments on page if warranted • Interact with other pages that interact with page • Share content from other pages

3.4 Tracking Progress It’s very important to keep track of how well social media progress is actually going, and this is where insights come in to play. Unfortunately, Facebook is the only platform that actually has a built in way of tracking statistics and as such will be the only platform covered in this section. It’s important, however to monitor the progress of other platforms manually.

Firstly, page insights must be accessed by navigating to the Facebook page in question, and selecting ‘Insights’ from the bar visible at the top of the page:

Once clicked, the insights dashboard will appear. The ‘Overview’ tab provides brief information about recent occurrences on the page, spanning several different domains. It is a one stop shop for a brief look at what has been going on in the last week. The most useful tabs are most probably ‘Likes’ where daily like totals can be seen, and ‘Posts,’ where the interaction and reach totals for individual posts can be viewed. There are other sections that may also be useful for finding user demographics, seeing how videos are performing, and seeing what actions people take on your page.

SUMMARY

• Track Facebook Progress with Insights • Manually track that of other platforms • Important to make sure you’re having the intended effect



15

5.0 Appendices

Huntington’s WA - Social Media Policy & Procedures June 2016

Huntington’s WA social media policy statement Huntington’s WA recognises the value of using social media as a service strategy for communication, awareness-raising and fundraising. HWA aims to ensure its staff use social media on behalf of HWA responsibly and ethically, maximising its value for HWA clients and the wider public. Social media use procedures for HWA employees A. Underlying code of ethics

1. When publishing content or interacting on HWA social media platforms, employees will act with respect, integrity and accountability and not knowingly bring HWA into disrepute.

2. When using social media platforms, employees will not violate the privacy and confidentiality of the information they have access to.

3. Employees will not impersonate someone else when using HWA social media platforms.

4. Employees will not access social media platforms for their own personal use during work time.

5. An employee may identify themselves as an HWA employee on their personal social media platforms, but without implying that HWA endorses their views. Posting information about fund-raisers and other positive information is encouraged.

B. Content published on social media platforms

1. Posts may not violate intellectual property laws or violate copyright. 2. In particular, only copyright-free images and images created by HWA will be

used. 3. Images showing HWA clients will only be published with their permission.

Consent to use images will be kept on client files. In the case of clients who are under 18, parental consent will be kept on file, and will be checked annually.



16

4. If links to outside content are posted, HWA employees will visit the links first to ensure the content is appropriate.

5. No spam, junk or “chain letter” posts will be published. 6. No posts which may be deemed offensive (eg racist, sexist, using coarse

language, etc) will be published. 7. No posts which are threatening, abusive, unlawful, defamatory or libellous will

be posted. 8. If any content is posted which endorses a product or service, any financial

relationship, personal relationship or other benefit which the employee has will be explicitly stated.

9. When posting links to research-based content, consideration will be made as to the validity of the research and the credibility of the source.

C. Dealing with clients and members of the public on HWA social media platforms

1. HWA employees will keep the privacy and confidentiality issues in mind at all times when dealing with clients on social media platforms and direct them to a private messaging alternative when specific private information is discussed.

2. When dealing with HWA clients via social media, employees will act and present themselves as representatives of the organisations ethics and standards.

3. If clients or users post content on HWA social media platforms which is offensive, bullying, defamatory, spam or detrimental in any other way, HWA employees will remove the material as soon as practicable.

4. If a user consistently disregards the Social media use policy for HWA users/members of the public, HWA employees should “block” the user to avoid future issues.

5. If users direct negative comments at other users or engage in bullying behaviour, HWA employees will block the offending user and delete the offensive posts. They will also offer a referral to assistance to the victim of the negative behaviour where appropriate.

6. If a client or social media user posts a complaint which is not simple to solve, HWA employees will not engage with the discussion on social media but will direct the user to contact HWA privately via private messaging, email or telephone to discuss the issue further.

7. If a client or social media user asks for health advice beyond the expertise of staff, HWA employees will direct them to contact their own medical practitioner.



17

8. If a client or social media user makes statements which could suggest they are depressed or suicidal, staff should follow the attached “Crisis support through social media” procedure.

9. Clients under the age of 13 (the current minimum age to use Facebook) will be communicated with via a means other than Facebook, even if they have a Facebook profile.

10. HWA will make it clear on all social media channels that they are not regularly monitored, but that they will endeavour to respond to messages as soon as able.

Social media use policy for HWA users/clients/public Huntington’s WA social media platforms are intended to provide general information, support and awareness-raising. No information included on our social media platforms is intended to substitute medical advice and you should always seek advice from your healthcare professionals. When we link to third-party sites, we do so as an information service and convenience to users but do not take responsibility for the content of these links. Please be aware that Huntington’s WA social media platforms are not continuously monitored. We have a strong focus on maintaining privacy and confidentiality in our social media platform interactions, but as a user, you need to be aware of keeping your personal information private. You may wish to check your privacy settings on accounts such as a Facebook profile. By using our social media platforms, you are agreeing to adhere to our code of conduct. You agree to be respectful and honest, and not abuse, intimidate or threaten others, or post any defamatory, obscene, hateful or unlawful material. We reserve the right to remove any posts which we consider violate these guidelines.



18

Social media use policy for HWA Facebook groups Huntington’s WA Facebook groups are intended to provide a more private forum. No information disseminated in our groups is intended to substitute medical advice and you should always seek advice from your healthcare professionals. When we link to third-party sites, we do so as an information service and convenience to users but do not take responsibility for the content of these links. Please be aware that Huntington’s WA Facebook groups are not continuously monitored and we cannot guarantee response within a certain timeframe. We have a strong focus on maintaining privacy and confidentiality in our Facebook groups, but as a user, you need to be aware of keeping your personal information private. You may wish to check your privacy settings on your Facebook profile and be aware about the appropriateness of giving your personal details to the group. By using the Huntington’s WA Facebook groups, you are agreeing to adhere to our code of conduct. You agree to be respectful and honest, and not abuse, intimidate or threaten others, or post any defamatory, obscene, hateful or unlawful material. We reserve the right to remove any posts which we consider violate these guidelines.



19

References http://sharing.mayoclinic.org/guidelines/for-mayo-clinic-employees/ http://www.movementdisorders.org/MDS/About/MDS-Policies/MDS-Social-Media-Policy.htm http://www.healthdirect.gov.au/healthdirect-australia-social-media-acceptable-use-policy http://www.dhs.vic.gov.au/about-the-department/documents-and-resources/policies,-guidelines-and-legislation/social-media-policy-for-employees http://www.sahealth.sa.gov.au/wps/wcm/connect/f1b91e804fa012539209dbc4163822ed/Directive_Employee+Use+of+Social+Media_May2013.pdf?MOD=AJPERES

http://sharing.mayoclinic.org/guidelines/for-mayo-clinic-employees/

http://www.movementdisorders.org/MDS/About/MDS-Policies/MDS-Social-Media-Policy.htm

http://www.healthdirect.gov.au/healthdirect-australia-social-media-acceptable-use-policy

http://www.dhs.vic.gov.au/about-the-department/documents-and-resources/policies,-guidelines-and-legislation/social-media-policy-for-employees

http://www.dhs.vic.gov.au/about-the-department/documents-and-resources/policies,-guidelines-and-legislation/social-media-policy-for-employees

http://www.sahealth.sa.gov.au/wps/wcm/connect/f1b91e804fa012539209dbc4163822ed/Directive_Employee+Use+of+Social+Media_May2013.pdf?MOD=AJPERES

http://www.sahealth.sa.gov.au/wps/wcm/connect/f1b91e804fa012539209dbc4163822ed/Directive_Employee+Use+of+Social+Media_May2013.pdf?MOD=AJPERES



20

Crisis support through media Huntington’s WA is not a crisis support service nor does it have the staff resources to monitor our social media channels daily. Thus we cannot provide crisis support via social media. The message below will be displayed on all Huntington’s WA official social media accounts and employee accounts where there is an association to HWA.

Huntington’s WA does not monitor this site daily and we are unable to provide crisis support through this platform. If you need support or are worried about someone please contact Lifeline on 13 11 14 or visit the link below for a comprehensive list of useful services. http://www.lifelinewa.org.au/services/useful-links/useful-contacts/

_________________________________________________________________________________

(1) In the case where a concerning message or comment is posted to a Huntington’s WA page the following should be used as a template and adapted appropriately as soon as it is seen. -“We’re concerned about the content you have posted. To get the support you need we encourage you to call Lifeline on 13 11 14”

(2) If the concerning message or comment is made via a private message to either Huntington’s WA or a employees account an adaptation of the following message should be sent as soon as it is seen.

-“I’m concerned about what you have written/posted and think you need some specialized support. Please call Lifelife on 13 11 14.”

-In the case where this is a known client to the organization (and contact details available), details of the exchange should be entered into the notes as soon as possible and the client followed up with as soon as is viable. If a staff member is unsure of how to proceed with follow up they will consult with colleagues or the Executive Director. -If the staff member is extremely concerned that the comments could indicate that the client is seriously at risk, the Mental Health Emergency Response Line (08 9224 8888, 1300 555 788 (Perth metropolitan) 1800 676 822 (Peel region) or Emergency 000 should be contacted and client contact details given. This reporting should be transparent and communicated to the client. A detailed account of actions taken should be recorded in the client database as soon as possible. Report the comment/message to Facebook https://www.facebook.com/help/contact/305410456169423

(3) If a message or post, or follow up interaction with a client indicates a life threatening emergency the following template should be adapted appropriately for message or telephone conversation.

-“We/I’m seriously concerned about your wellbeing, please call triple zero immediately.”

In the case this is a known client (and details about the person are available) 000 will be called by the staff member. In the case of this message being posted or communicated, the Executive

http://www.lifelinewa.org.au/services/useful-links/useful-contacts/

https://www.facebook.com/help/contact/305410456169423



21

Director should be notified immediately and an incident report? Case notes recorded as soon as is viable. Report the comment/message to Facebook using link https://www.facebook.com/help/contact/305410456169423

https://www.facebook.com/help/contact/305410456169423

aaa job manual external_lock

Documents