Page 58 - Footprint Employee Handbook 2021

Lastly, supervisors are cautioned against connecting via social media with employees they manage, as blending
professional and personal relationships via social media can create actual/perceived challenges in the workplace.
Use the same judgment as you would apply to any other social interactions.

Style Rules for Employees Using Social Media in an Official Footprint Capacity
The following guidelines apply to Footprint employees who have been approved by the appropriate Footprint
individual or department to engage online in an official Footprint capacity (e.g., updating the Footprint LinkedIn or
Facebook Page status message, Instagram, LinkedIn, Twitter feed, etc.):
• Be professional. Although you may employ a more conversational tone on a social media vehicle, you are
representing Footprint the same way you would in a presentation, a press release or during an appearance at
an event.
• Be productive. Do not over post or post just for the sake of posting. Share useful, interesting information with
your audience.
• Be neutral except when relaying official Footprint information. For example, be enthusiastic in responding to a
new announcements if an official Footprint statement has been released that expresses Footprint’s excitement
and gratitude. But if linking to a study that would be of interest to certain group but for which Footprint has no
official position, describe it as “relevant” or “topical” rather than offering an opinion or judgment.
• Be judicious when it comes to the notorious back-and-forth nature of internet interactions. Focus only on
correcting any inaccuracies of known facts; do not worry about winning an argument. In all instances, be civil.
• Be clear about Footprint’s comment/sharing policy by including ground rules—when necessary—to keep online
conversations constructive. Footprint’s comment/sharing policy explains to followers what information Footprint
finds appropriate and inappropriate, as well as what follower posts will be deleted, and why a follower may be
blocked from the page/group.
• These are common sense: be honest; be accurate; be respectful. Also, be clear and concise; even status
message updates can be written well (or poorly).
• Be mindful of Footprint rules and the law.
Fair use/copyright: Do not copy or use another person’s or entity’s intellectual property as though it were your own.
Properly attribute works that you reuse. The Internet affords ample opportunity to link to whatever materials you
deem important to your audience. Note “Fair Use” doctrine in U.S. law allows limited use of copyrighted material
without permission from the rights holder, speaking specifically to use for nonprofit or educational purposes; refer
any questions to the appropriate Footprint individual or department.
Handling of confidential personal or industry-related data: As previously noted, employees may not discuss or
disclose online (or through any other means) confidential and/or proprietary Footprint information.
Laws forbidding any partisan political activity: As a 501(c)(3) organization, certain legal restrictions apply to Footprint
with respect to lobbying and partisan political activity. Footprint as an organization therefore should never appear as
a “Fan” on any social media page/feed of an elected official, candidate for office or partisan political cause.
When names, photos, user IDs, etc. are involved in social media posts/updates, secure written permission for use
and error on the side of caution.
The ultimate success of Footprint’s social networking efforts depends on the quality and value of the content – as
well as whether it is updated frequently enough to attract and sustain an audience. Set benchmarks and measurable
goals to identify which posts contain the information of most interest and relevancy to Footprint’s audience and to
ensure the overall effectiveness of Footprint social media efforts.

Style/Technical Specifics - Blogs

• Every blog entry should include a byline.
• The format for the byline is by: First name, Last name, where the name is linked either to the author’s biography
or his/her contact.
• Time-specific references should be offered when relevant but bear in mind that the entry may not be read on
the day or moment of its release.
• For example, say, “The bill will be introduced today (Tuesday).”
• “Live blogging” or posts that will be updated later should be described as such. Live blogging is not exempt
from review requirements if the author must usually have his/her work cleared by a supervisor before
publication.

Violations

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