A social-media guide for public broadcasters targets the skeptical and the ambitious » Nieman Journalism Lab

Excerpt:

"...The handbook includes fill-in-the-blank templates for creating social media campaigns, with sections for goals, staffing, tactics, and measurement. It includes suggestions for a station’s “voice” on social media (be human, establish traditions, call for action). It includes case studies conducted over the past year that demonstrate social-media success — KQED’s one-day Groupon deal for membership, HoustonPBS’s Bon AppeTweet campaign, KPBS Radio’s, erm, lively Facebook discussion about its format change.

And it includes a guide for creating policy, as it applies to both personal accounts and work accounts. The guidelines include:

• Make it explicitly known that your posts, thoughts, and opinions are your own, and not the station’s…
• You are allowed to identify yourself with your station. However, once you do, all of the content you generate must be consistent with how you would present yourself in any professional situation…
• If you post something related to your station or public media, put in a disclaimer so that people know that it is your opinion…
• Do not post confidential or proprietary station information…
• Use common sense…"

via niemanlab.org

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