Social Media Guidelines

Introduction

The increase of social media usage has brought with it great opportunities for interaction not previously available. This allows staff and students to readily communicate with their peers, institutions and other entities quickly and easily. It allows for direct feedback and ease of collaboration that will enhance relationships within the university and in the greater community.

JCU certainly encourages and supports the ideal of the ‘engaged academic’, ‘engaged student’ or ‘engaged Affiliate’ who, via social media and public commentary, is participating in the sharing of information, opinion and ideas that showcase the University’s research and scholarly expertise.

This should be at the same high standard of communication, behaviour and conduct expressed in other policies that govern our workplace and/or study environment.

What is Social Media?

Social media is a prevalent and effective communication tool used both personally and professionally by employees and students, as well as being a reliable vehicle in the pursuit of teaching, learning and assessment outcomes.

Social media may include, although is not limited to:

• social networking sites, for example Facebook, LinkedIn, X, WeChat, Weibo
• video and photo sharing websites, for example Flickr, Instagram, YouTube, TikTok, WeChat
• blogs, including corporate blogs, personal blogs or blogs hosted by media publications
• wikis and online collaboration tools, for example Wikipedia, Baidu Baike, Teams, Sharepoint
• VOD and podcasting, for example SoundCloud, Apple Podcast
• Virtual communities, for example Second Life
• instant messaging, for example Snapchat, WhatsApp, WeChat
• any other websites that allow individual users or organisations to post comments to the web

Personal vs private use

Personal and professional boundaries may become blurred, challenged, or confused, when social networking and social media is utilised in, and intermingled with, the academic context. Regardless of privacy settings or how much the sender stresses the importance of privacy, once material is transmitted electronically, control is lost over who sees it and how it is used.

The speed at which people can transmit information can lead to lapses of judgment. Publishing on social media has the potential to reach a large audience, to amplify and distort messages and to make permanent, messages that were ephemeral in the spoken word.

This guide reminds staff and students of the permanency and longevity of information and comments that may be made on social media which may impact on future career aspirations if considered inappropriate – regardless of the private or professional context.

Risks associated with inappropriate use of Social Media

In line with the University’s commitment to Academic Freedom and Freedom of Speech, students have a right to publish materials that express viewpoints that are at odds with others within the University community or external to it. In so doing though, they should be aware that they may have to bear the consequences including, but not limited to, public rebuttal. Where materials published are bullying, discriminatory or defamatory to the others, it may be applicable to deal with the author under the University’s misconduct processes or to refer the alleged perpetrator to other University or legal processes.

Staff and students who breach codes of behaviour around social media may also be notified to professional bodies including for example the Australian Health Practitioners’ Regulation Agency (AHPRA).

Situations to Avoid

Publishing without written, informed consent

When social media is used to transmit material about others, written, informed consent is required. The Information Privacy Act 2009 applies (see the Information Privacy Policy, Right to Information Policy and Privacy and Right to Information Guidelines).

Breaching confidentiality

Publishing material that breaches confidentiality is a breach of trust. The University’s Codes of Conduct also articulate standards of professional conduct in relation to privacy and confidentiality.

Using social media to bully, defame or discriminate against others

Publishing material about any person without their consent is inappropriate. When this material is harassing, bullying, defamatory and/or discriminatory this is especially inappropriate, in breach of the University’s Codes of Conduct, and is illegal.

Complaining about staff and standards in education and clinical settings

Staff or students may choose to use social media to critique the performance of other students, staff and organisations. This may result in harm to individuals and to established relationships that exist with organisations such as hospitals, schools and workplaces where students do placements or internships. Students are encouraged to participate in critical analysis of work-related performance.

However, the place to do this is through appropriate processes – discussing with the student representative or Year Coordinator is the best place to start.

Publishing ‘on behalf of others’

Some staff or students might say that they are communicating material on behalf of ‘their year’ or ‘their clinical group’ etc. Students are reminded that they require approval from the student body to do so. Students who are not nominated representatives of a class or group should not send material claiming it is ‘on behalf of the class’ or represents a widely held view unless they have been delegated this responsibility.

Information that goes viral

If material is posted by a staff member or student on social media that is subsequently disseminated beyond the audience for which it was intended, the person who sent the initial message is responsible for the consequences associated with the message ‘going viral’. Others who ‘forward’ messages without the consent of the first author may also be held responsible.

If you are a moderator

The below table identifies potential issues and risks that certain social media activity may elicit and provides mitigation strategies to manage these in an appropriate and proactive manner:

Making a complaint

Acceptable communication, information sharing practices and related standards of behaviour are referred to in a number of existing JCU policies including the University Council, Staff and Student Codes of Conduct, Information Privacy Policy, Digital Technologies Acceptable Use Policy and Social Media Policy.

Many problems can be resolved informally and staff or students with complaints should be encouraged to begin by trying to resolve any complaint directly with the person/s concerned. This may be the easiest way of resolving the issue. The complainant can explain to the person concerned why their comments are considered unfair, offensive or discriminatory. Through informal or even mediated discussions the issues may become clear, and the problem can be addressed.

Formal complaints can be made to Human Resources or Student Matters as appropriate.

Consequence of policy breach

Breaches of the Social Media Policy will be addressed through the disciplinary procedures prescribed for staff (including the Staff Code of Conduct and the Enterprise Agreement as amended or replaced from time to time), students (including the Student Code of Conduct), and Affiliates. Depending upon the severity and implications of the breach, sanctions may include a warning, counselling and/or other disciplinary action (such as suspension or termination of employment, or suspension or exclusion from the University).

The University monitors its official social media sites and may determine, in its absolute discretion, to remove (without notice) any content including comments, photos, videos or other content that is considered inappropriate.

The University will examine posts on external social media sites of which it becomes aware that threaten or incite harm to its staff, students, Affiliates or facilities, or any posts that threaten the University’s reputation. The University will take action where it considers a posting breaches its policies.

Further Information

If you have any doubts or would like to discuss any issues regarding use of or complaints regarding social media use please contact:

• Chief of Staff, Vanessa Cannon – (07) 4781 4078
• Director HR, Dave Waters – (07) 4781 5532
• Head, Media and Communications, Richard Davis – (07) 4781 4822
• Chief Marketing Officer, Jamie Leonard – (07) 4781 6121
• Student Matters, Laura Taylor – (07) 4781 6103

Administration

NOTE:  Printed copies of this procedure are uncontrolled, and currency can only be assured at the time of printing.

Approval Details

Revision History