Staff Reportw" °r MEETING DATE: 09/01/15
W
ITEM NO: r.
!OS'GA�Og COUNCIL AGENDA REPORT
DATE: AUGUST 20, 2015
TO: MAYOR AND TOWN COUNCIL
FROM: LES WHITE, INTERIM TOWN MANAGE
, X4
SUBJECT: ADOPT A SOCIAL MEDIA POLICY AND AUTHORIZE THE USE OF
SOCIAL MEDIA FOR TOWN BUSINESS, CONSISTENT WITH THE
SOCIAL MEDIA POLICY
RECOMMENDATIONS:
Staff recommends:
1. Town Council adopt a Social Media Policy
2. Town Council authorize the use of social media for Town business, consistent with the
Social Media Policy
BACKGROUND:
The Town of Los Gatos has been working on a social media policy for several years. In July of
2011, Genevieve Ng, Senior Counsel with Renne Sloan Holtzman Sakai LLP, delivered a draft
of a stand -alone Social Media Policy for the Town of Los Gatos. This draft was based upon a
combination of the Town's Electronic Communications and Information Technology Resources
Policy as well as model policies from other jurisdictions. In 2013, the Town Council set a
strategic goal to "adopt the use of tools to increase public communication including social media
& citizen engagement technology." A second draft of the policy was crafted by Assistant Town
Manager Pamela Jacobs in May of 2014.
A draft policy, an updated and modernized version of the May 2014 draft, was brought to the
Policy Committee on March 19, 2015. The Policy Committee recommended that the issue of
social media be brought back to the entire Town Council for consideration with background
information including: which other local jurisdictions are using social media, how they are using
social media, the types of social media and engagement tools being used, best practices and
current social media use by the Town, as well as best practices for limiting any potential
liabilities associated with the use of social media.
PREPARED BY: HEIDI MURPHY x
L'brary Director
Reviewed by:
Social_Media_Stan_Report_LP Edits.docx
Town Manager �h iTown Attorney
PAGE
MAYOR AND TOWN COUNCIL
SUBJECT: SOCIAL MEDIA POLICY
AUGUST 20, 2015
DISCUSSION:
The proposed Social Media Policy reflects legal work, best practices and modern government
uses of social media to engage with citizens (Attachment 1). The policy clearly defines
parameters for comments on social media sites through standard disclaimers and identifies staff
liaisons for monitoring posts. This policy references other Town policies and the current
communication standards for all staff when interacting with members of the public. These same
administrative policies that govern electronic communications and staff conduct extend to staff
communications and conduct on social media platforms.
All local government agencies in Santa Clara County use social media, with Palo Alto and
Mountain View on the forefront of model programs.
Local agencies are leveraging social media and mobile technologies to engage with their citizens.
The following graphs are from a Pew Research study conducted in 2014, indicating the increased
use of social media in all age demographics as well as socio- economic classes
(h!tp://www.12ewintemet.org/2015/01/09/social-media-Lipdate-201 and
htty: / /www pewintemet org/fact- sheets /social - networking- fact - sheet.
Social networking site use by age group, 2005 -2013
% of internet users rn each age group who use social networking sties; over time
10096
90%
8096
70%
60%
50%
40%
30%
20%
10%
0%
r_AII internet users
—1 &29
--30-49
x•50 -64
—65+
Source: Latest data from Pew Research Centers internet Project library Survey, July 18— September 30,
2013. N =5,112 internet users ages 1B +. Interviews were conducted in English and Spanish and on landiine
and cell phones. The margin of error for results based on internet users is +/- 3-6 percentage points.
PAGE
MAYOR AND TOWN COUNCIL
SUBJECT: SOCIAL MEDIA POLICY
AUGUST 20, 2015
DISCUSSION (cont'd):
Social media sites, 2012 -2014
% a onhe adults a he use the iot!owmg sodai media Irebsitc>: by year
2012 .2013 a2014
71 71
Facebode Linkealn Pnterest mstegrem
EWRE4EARCHM£ R
23
16 18
Twitter
Frequency of social media site use
.o e; "soca i rr;edaa a re user_ a he use a pa7naau'ar sae
with the fouba ing 1: eguencles (% is reported among
each speciacsite's user groups; e.g., -0% 0jFawbook
users use the site on a deli; • basis)
■ Daily a Weekly Less Often
Facebook
Instagram 11IM1111 26
® 36 24
Pinterest 52
Linked In ® 61
PEW RESEARCH CENTER
12
Tools such as Facebook, Instagram, NextDoor, and Twitter are being used by our neighboring
jurisdictions to relay urgent information such as road closures, traffic updates and emergency
bulletins. Additionally, these platforms allow a space for citizens to learn about the services and
opportunities offered by their local governments.
Mountain View has a webpage dedicated to social media. The screen shots below show which
social media tools the City of Mountain View is using by department, including icons
representing Facebook, Twitter, GooglePlus, Instagram, NextDoor, YouTube, Blogger, and
Nixel.
PAGE 4
MAYOR AND TOWN COUNCIL
SUBJECT: SOCIAL MEDIA POLICY
AUGUST 20, 2015
DISCUSSION (cont'd):
CITY OF
MOUNTAIN VIEW
s .F O 0
In addition to these multi - functional social media sites, many of our neighboring jurisdictions are
using specialized, subscription -based, engagement platforms such as Open Town Hall and Mind
Mixer. Open Town Hall specializes in engaging citizens around specific topics. Mountain View
uses this tool to capture citizen feedback on new ideas, strategic goals, and other similar topics.
Other jurisdictions are using this platform to host agenda topics and expand the public meeting
into the virtual world for citizens who are unable to attend in person. This tool is crafted
specifically for local government agencies and can be used in many different ways to promote
transparency and engage citizens.
Mind Mixer is a similar, subscription -based platform, which is meant to mimic community focus
groups and expand the public input around specific issues. Mid - Peninsula Open Space used this
tool to successfully engage citizens from its many jurisdictions in their Vision Plan. The agency
collected information in- person through community focus groups and online through the Mind
Mixer platform.
PAGE 5
MAYOR AND TOWN COUNCIL
SUBJECT: SOCIAL MEDIA POLICY
AUGUST 20, 2015
DISCUSSION (cont'd):
The Town of Los Gatos is currently using social media in a very limited capacity. The Library is
using Facebook and Instagram to extend programs and services, provide upcoming event
information to the public, and connect with Library users. The Town is also currently using
NextDoor to post information such as community events, capital project updates, anticipated
road closures, and Neighborhood Watch information.
Additionally, both the Library and the Police Department have mobile applications that mirror
website content. These apps provide citizens with a mobile friendly way to access information,
including: hours, locations, contact information, upcoming event information, and web forms.
The Library also has some historic walking tours available on the mobile app as well as access to
the catalog and eBooks. The mobile apps are not developed for two -way communication and do
not allow for citizens to view information posted by other citizens. These apps are very similar
to the website in their functionality, just with the added benefit of being easier to use on mobile
devices.
The proposed Social Media Policy:
• applies to all Town personnel;
• references the existing Electronic Communications and Information Technology
Resources Policy,
• provides for standards of propriety and respect;
• identifies general uses for social media;
• provides for oversight at the departmental and Town Manager levels;
• provides standard language related to the Public Records Act; and
• provides a standard disclaimer as related to comments
Additionally, the Communications Team, composed of departmental representatives from each
Town department, has been working on a standards and best practices document for each social
media platform. This document is a work in progress and meant to be used as a step -by -step
guide for Town staff engaged in social media. The goal of the document is to provide for the
utmost professionalism and consistency, while limiting liabilities associated with social media.
The draft is taken from the work of local agencies that are actively using social media, like Palo
Alto, and have been willing to share their best practices (Attachment 2).
CONCLUSION:
Staff recommends that the Town Council adopt a Social Media Policy and authorize the use
social media for Town business, consistent with this Social Media Policy. If the Social Media
Policy is adopted, platforms such as Facebook, Twitter, NextDoor, YouTube, and Instagram will
allow for increased engagement with the residents and businesses of Los Gatos in a forum they
are already using.
PAGE 6
MAYOR AND TOWN COUNCIL
SUBJECT: SOCIAL MEDIA POLICY
AUGUST 20, 2015
CONCLUSION (Cont'd):
With an approved Social Media Policy, the Police Department would actively engage with
NextDoor and implement both Facebook and Twitter to disseminate information related to public
safety, community events, and the Police Department. The Library would continue to use both
Facebook and Instagram, as is the current practice, to extend programs and services to Library
patrons. Other departments, such as Parks and Public Works and Community Development
would develop plans in coordination with the Communications Team and the Town Manager's
Office for their entry into social media.
Further exploration, staff resources and funding would be needed to evaluate platforms such as
Open Town Hall and Mind Mixer. Staff is not recommending these platforms as part of this
action.
COORDINATION:
The preparation of the report was done by a Staff Communications Team composed of
departmental representatives from the Library, Police, Parks and Public Works, Community
Development, and the Town Manager's Office.
ALTERNATIVES:
1. Direct staff to modify the Social Media Policy and bring it back to the Town Council for
approval at a later date.
2. Authorize Town staff to use all social media platforms, consistent with the Social Media
Policy.
3. Choose not to adopt a Social Media Policy nor authorize staff to use social media (not
recommended).
ENVIRONMENTAL ASSESSMENT:
The Council's discussion of this matter is not a project defined under CEQA, and no further
action is required.
FISCAL IMPACT:
Many of the social media platforms are free of charge, such as Facebook, Instagram, and Twitter.
The updating and monitoring of these sites can be added to current staff workflow without a
large work impact.
Attachments:
1. Draft Social Media Policy
2. Draft Standards and Best Practices
Effective Date: I Pages:
Revised Date:
Approved:
PURPOSE
This policy establishes Town -wide guidelines regarding the appropriate use of social media sites that
are created for Town purposes. Social media includes, but is not limited to, intemet -based websites
that allow two -way communication between the Town and the public, such as social networking and
media - sharing websites (e.g., Facebook, Twitter, Instagram, YouTube) and wikis (e.g., Wikipedia).
A social media site is created for Town purposes when an account is established on a social media
website in accordance with this policy. The Town has an overriding interest and expectation in
providing the public with accurate information and protecting the rights of the Town and its
employees.
Employees are encouraged to consult with their supervisor regarding any questions arising from
the application or potential application of this policy.
SCOPE
This policy applies to all employees of the Town and temporary personnel, interns, volunteers, or
other individuals performing work and /or engaged in external communications on the Town's
behalf. This policy governs all "Electronic Communications" as defined in the Town's Electronic
Communications and Information Technology Resources Policy and applies to the Internet and any
and all forms of social media as defined in Section I (Purpose) above.
POLICY
The Town of Los Gatos encourages the use of electronic communications to share information in
support of its mission of public service and enable it to conduct its business. Electronic
communications must be used in compliance with applicable statutes, regulations, and Town
policies, including those that require a work environment free from discrimination and harassment.
ATTACHMENT1
Title: Social Media
Page: Policy Number:
2 of 6
A. All electronic communications should conform to the same standards of propriety
and respect as any other verbal or written communication at the Town. Employees are
expected to use common sense and judgment to avoid any communication which is
disrespectful, offensive, or illegal. Employees engaged in the use of electronic
communications on behalf of the Town are responsible for complying with all Town
Administrative policies.
B. While engaging in electronic communications on behalf of the Town, all
employees must identify themselves as Town employees. Unless specifically authorized
to engage in electronic communications as part of an employee's official job duties, all
other employees must obtain written authorization from his/her Department Director
before engaging in electronic communications on behalf of the Town.
C. Employees should not post any information including the contents in any video,
photograph, or other electronic media, including but not limited to audio recordings or
digital information, which may compromise the safety of the Town, its employees, or
work product.
D. All electronic media created while on the job is the property of the Town and
subject to all federal and state law, as well as Town codes and policies regarding its
confidentiality. Both on and off -duty, employees have the responsibility to protect
confidential information by not posting such information on social networking sites.
POLICY IMPLEMENTATION
A. Town of Los Gatos social media sites may be used as a supplement to the Town
of Los Gatos website for:
Marketing/promotional purposes
2. Community engagement purposes
3. Communicating important Town information quickly to a broad audience
B. The Town of Los Gatos website will remain the Town government's primary and
predominant Internet presence.
C. Employees will follow the guidelines set forth in the Social Media Use Standards
and Best Practices document.
Title: Social Media
A. Any Town of Los Gatos social media site shall be established and maintained in
accordance with the following procedures:
1. The Town will approach the use of social media sites as consistently as
possible, Town -wide.
2. Each Town of Los Gatos account established on a social media website
must be approved by the Town Manager or his/her designee.
3. For each Town of Los Gatos social media account, the following
information will be provided to the Town Manager or his/her designee within one
business day of opening and/or closing the account and shall be updated within
one day of making any changes to the account or account management
responsibilities:
a. Account name and login information;
b. Date established;
C. Purpose of account;
d. Employee primarily responsible for site management and
maintenance; and
e. Date account closed (if applicable)
4. Each department will have only one account on any social networking or
media - sharing site, unless otherwise approved by the Town Manager or designee.
Account information, including usernames and passwords, shall be provided to
the Town Manager or his/her designee in compliance with this policy.
5. For each social media account, a boilerplate section should contain a
department/program description and the following language or a link to the
following language:
a."[Insert department] is a department (or an office) of the Town of Los
Gatos, www.losgatosca.gov. This page and/or account is intended to serve
as a means for communication between the public and department/office.
Any comment submitted to this page and/or account and its list of fans,
followers, and/or likes may be considered a public record that is subject to
disclosure pursuant to the California Public Records Act."
6. Department Directors shall provide direction to department employees
regarding the amount of time spent reviewing and/or participating in the Town's
Title: Social Media
social media sites.
Page: Policy Number:
4of6
7. Each Town of Los Gatos social media site shall be regularly monitored by
the employee designated as the site manager for management and maintenance to
ensure comments and postings on the Town's social media sites are in compliance
with this policy.
9. In the event that a site receives a posting or other information of relevance
to another Town department, the employee primarily responsible for the site will
promptly notify the other department of the fact.
10. The Town of Los Gatos social media sites shall be periodically reviewed
by the Town Manager or his/her designee for compliance with this policy. Town
of Los Gatos social media posts shall be topic specific.
12. The following Comment Policy disclaimer must be included on the site or
from a link on the site whenever comments are enabled:
a. "This page and/or account is intended to serve as a means of
communication between the public and the Town of Los Gatos.
Comments posted to this page and/or account will be monitored during
regular Town business hours only. The Town reserves the right to
remove comments that include any of the following: language that is
profane, discriminatory or sexual in nature, or threatens or defames any
person or organization, or violates the legal ownership rights of another
party, or supports or opposes political candidates or ballot measures, or
encourages or promotes illegal activity, or solicits or promotes
commercial services or products, or contains comments that are not
topically related to the particular post being commented upon, or
compromises the safety or security of the public, public systems, or
Town employees. Any content posted to the page and /or account is
subject to public disclosure."
13. Whenever possible, information posted on Town of Los Gatos social
media sites shall also be available on the Town's website.
14. Whenever possible, postings on Town of Los Gatos social media sites
shall contain links to the Town website to provide the public with access to more
in -depth information, forms, documents, or online services.
15. Postings must only contain information that is freely available to the
public and not be confidential as defined by any Town policy or state or federal
law.
16. Postings may not contain any personal information, except for the names
Policy Number:
Title: Social Media
of the employees whose job duties include being available for contact by the
public.
17. When posting a video, the department must secure permission from the
author or owner for the right to use all of, or part of a video if the video was not
produced by the department or any other Town department.
18. All Town of Los Gatos social media sites shall have Town of Los Gatos
contact information, the Town logo and a link to site use policies prominently
displayed.
19. The Town may cancel or otherwise terminate any Town of Los Gatos
social media site at any time, provided, however, those records of the site shall be
maintained in accordance with the Records Retention Program following
cancellation or termination.
20. All content on the Town of Los Gatos social media sites is subject to the
Town's Records Retention Policy
21. Records must be maintained for at least two years or a longer retention
period, as indicated in the Town's Records Retention Policy, in a format that
preserves the integrity of the record and is readily accessible.
22. All content posted to the Town of Los Gatos social media sites shall
comply with the Town's website policy. All content on the Town of Los Gatos
social media sites is subject to the California Public Records Act and subject to
public disclosure.
23. Use of the Town of Los Gatos social media sites by members of the Town
Council, Town Commissions, and other official Town committees is subject to
the Ralph M. Brown Act (California's open meeting law).
24. All content on the Town of Los Gatos social media sites should comply
with the Town of Los Gatos Electronic Communication and Information
Technology Resources policy.
25. Town employees and officials who are using the Town social media sites
are expected to represent themselves and the Town in a way that is consistent with
this policy.
26. Town of Los Gatos social media sites shall not be used to endorse,
support, oppose or comment on any political campaign, ballot measures, social
issues, causes, religion, product, service, company, or other commercial entity
unless expressly authorized.
27. The use of Town of Los Gatos social media pages and/or accounts for
fundraising activities is prohibited in accordance with the Town's Solicitation and
Donation Policy.
Title: Social Media
Policy Number:
28. Any employee authorized to post items on any of the Town's social media
sites shall not express his or her own personal views or concerns through such
postings. Instead, postings on any of the Town's social media sites by an
authorized Town employee shall only reflect the views of the Town.
29. In the event of an emergency, the Town Manager may suspend, modify or
restrict provisions of this policy. In those instances, the policy adjustments are
temporary until such time as the Town Manager deems that the emergency is
addressed. After the emergency, the temporary policy adjustments will cease and
the regular provisions outlined in this document prevail.
APPROVED AS TO FORM:
Robert Schultz, Town Attorney
SOCIAL MEDIA USE STANDARDS AND BEST PRACTICES
Information distributed via all social media outlets should be timely, accurate and of
interest to the Los Gatos community. Each social media platform has a unique function
and model. The guidelines and standards outlined below are best practices for each
current social media platform used by the Town of Los Gatos.
TWITTER STANDARD
Pumose
Twitter is a micro - blogging tool that allows account holders to tweet up to 140 characters
of information and images to followers. By procuring and maintaining Twitter accounts,
Town departments will communicate information directly to their Twitter followers,
alerting them to news and directing them to the Town's website for more information.
These standards should be used in conjunction with the Town's Social Media Use Policy.
Content
- A department's director or designee shall hold and maintain that department's
Twitter account.
- Each department will have only one Twitter account, unless otherwise approved
by the Town Manager. Account information, including usernames and passwords,
shall be registered with the Town Manager or designee.
- A department's Twitter biography and/or background information will include a
link to Town's website where the following disclaimer information will be
posted:
"[Insert department] is a department (or an office) of the Town of Los
Gatos, www.losgatosca.gov. This page and/or account is intended to
serve as a means for communication between the public and
department/office. Any comment submitted to this page and/or
account and its list of fans, followers, or subscribers (and/or likes) may be
considered a public record that is subject to disclosure pursuant to the
California Public Records Act."
- Twitter usernames shall begin with "Los Gatos ". In cases where the username
consists of too many characters, begin with "LG."
- The main image shall be the Department logo or an appropriate photo. It may also
be the Town's logo which will be provided by the Town Manager or designee. If
the Town logo is not used as the main image it should be in the background
section.
- Twitter accounts shall serve three primary purposes:
• Disseminate immediate interesting or important information to residents of
which a news item on the Town's website is not necessary or possible
• Promote Town - sponsored meetings, events, programs and facilities
ATTACHMENT
o Refer followers to a news item or content hosted at the Town's website
and the department's Facebook page
Information posted on Twitter shall conform to the existing protocols of the Town
and the department that is posting the information. Tweets shall be relevant,
timely and informative.
Twitter content, as much as possible, shall minor information presented on the
Town's website and other existing information - dissemination mechanisms. The
department's director or designee shall ensure that information is posted correctly
the first time.
Twitter is more casual than most other communication tools, but communications
must still best represent the Town at all times. Efforts should be taken to limit
jargon and acronyms and to use proper grammar and spelling per standard AP
style.
The department's director or designee shall be responsive to those constituents
who communicate via Twitter's @reply or direct message functions.
Communication with followers will be timely and consistent with existing
protocols.
Archive
The department's director or designee will maintain an electronic record of any
information necessary to retain for the purposes of public records retention in
accordance with applicable Town policy regarding retention of such information
that is not available from the application. For example, any information that
needs to be removed from the site, should be captured as a screen shot and
retained for public records requests, according to the Town's record retention
policy.
FACEBOOK STANDARD
Purpose
Facebook is a social networking site that continues to grow in popularity and
functionality. Businesses and government agencies have joined individuals in using
Facebook to promote activities, programs, projects and events. This standard is designed
for Town departments looking to drive traffic to department websites and to inform more
people about Town activities. These standards should be used in conjunction with the
Social Media Use policy and video posting policy. As Facebook changes, these standards
may be updated as needed.
Establishing a Pase
Whenever a department determines it has a business need for a Facebook account, it will
submit a request to the Town Manager or designee. Applications are not to be added to
the Town's Facebook site without the express written approval of the Town Manager or
designee. The department's director or designee will register the page with a Town email
address. Personal Facebook profiles should not be used to administrate Town pages
unless approved by the Town Manager or designee.
Tyne of "Pages"
The Town will create "pages" in Facebook (not "groups "). Facebook "pages"
offer distinct advantages including greater visibility, customization and
measurability.
Format
- For 'type' description, choose "government."
- The main image shall be the Department logo or an appropriate photo. It may also
be the Town's logo and the Town logo must be one of the profile pictures.
- Departments will include a mission statement or appropriate text in the
introduction box on the Wall Page.
- Using the FBML static page application, a boilerplate section should contain a
department/program description and the following:
"[Insert department] is a department (or an office) of the Town of Los
Gatos, www.losgatosca.gov. This page and/or account is intended to
serve as a means for communication between the public and
department/office. Any comment submitted to this page and/or
account and its list of fans, followers, or subscribers (and/or likes) may be
considered a public record that is subject to disclosure pursuant to the
California Public Records Act."
- The FBML page shall also include a Comment Policy Box with the following
disclaimer:
o "This page and/or account is intended to serve as a means of
communication between the public and the Town of Los Gatos.
Comments posted to this page and/or account will be monitored during
regular Town business hours only. The Town reserves the right to remove
comments that include any of the following: language that is profane,
discriminatory or sexual in nature, or threatens or defames any person or
organization, or violates the legal ownership rights of another party, or
supports or opposes political candidates or ballot measures, or encourages
or promotes illegal activity, or solicits or promotes commercial services or
products, or contains comments that are not topically related to the
particular post being commented upon, or compromises the safety or
security of the public, public systems, or Town employees. Any content
posted to the page and/or account is subject to public disclosure."
- The page shall be linked to the Town's Facebook page.
- A link to www.losgatosca.gov will be included on the Info page.
Town department and project pages should be fans of other Town Facebook
pages.
- The page name must be descriptive of the department. Each department will
choose carefully with due consideration given to abbreviations, slang iterations,
and proper grammatical usage.
Page Administrators
A successful page requires consistent attention. The department's director will
designate one or more staff members as page administrators who will be
responsible for monitoring the department's Facebook page. Only designated
department staff members will make posts.
The department's director or designee will be responsible for ensuring content is
not stale. The department will designate one or more back -up administrators.
Comments and Discussion Boards
- Comments to the Wall are allowed if the department is able to and does regularly
monitor content. If the department is unable to do so, comments to the Wall shall
be turned off. Discussion Boards shall be turned off unless approved by the Town
Manager or designee.
Photos and Video
Style
Page administrators may add photos and videos to the department's Facebook
page. The approval of the Town Manager or designee will not be required. Photos
or videos taken of adults or teenagers in a public place may be posted. When
possible, please secure verbal consent and/or a signed Town of Los Gatos Photo
Video Image Release Waiver. When young children are in a photo or video, a
signed copy of the Town of Los Gatos Photo Video Image Release Waiver must
be obtained. Photos and/or videos of the Town's employees taken during regular
office hours may also be posted without obtaining waivers. Videos must follow
the Video Posting Standard.
The ability for fans to post photos, videos and links shall be turned off unless
approved by the Town Manager or designee.
The Town's and the departments' Facebook pages will be based upon a template
that includes consistent Town branding.
The Town Manager or designee will provide departments and offices with the
template.
Departments will use proper grammar and standard AP style, and will avoid the
use of jargon and abbreviations as possible. Facebook is more casual than most
other communication tools, but communications must still best represent the
Town at all times.
rd
Applications
There are thousands of Facebook applications. Common applications can allow
users to stream video and music, post photos, and view and subscribe to RSS
feeds. While some may be useful to the page's mission, they can cause clutter and
security risks.
An application must not be used unless it serves an appropriate and a valid
business purpose, adds to the user experience, comes from a trusted source, and is
approved by the Town Manager.
An application may be removed at any time if the Town determines that it is
causing a security breach or spreading viruses.
Archive
The department's director or designee will maintain an electronic record of any
information necessary to retain for the purposes of public records retention in
accordance with applicable Town policy regarding retention of such information
that is not available from the application. For example, any information that
needs to be removed from the site, should be captured as a screen shot and
retained for public records requests, according to the Town's record retention
policy.
A Note about Indemnitv
Most online sites require users to agree to terms of service that include such
provisions as:
1. Indemnification and Defense. When a public agency creates an account
on a social media site, it typically must agree not to sue the site, nor allow the site
to be included in suits against the agency. Many sites also require the account
owner to pay the site's legal costs arising from such suits.
2. Applicable Law and Venue. Most terms of service also assert that a
certain state's laws (usually California, but not necessarily always) apply to the
terms of use and that the state's courts will adjudicate disputes.
- The terms of service represent a binding contract; public agencies should assure
that they have taken the steps necessary to bind the agency to such an agreement.
- Some companies are willing to negotiate on the substantive provisions in the
terms of use, but they may be hesitant to negotiate separate agreements with
dozens of different agencies. For example, the FAQ on the "Facebook and
Government" page indicates that "at this time Facebook does not have any special
legal agreements for state and local governments."
INSTAGRAM STANDARD
Purpose
Instagram is photo - blogging site. While users can add as much text as they like, this site
is mainly focused on sharing information pictorially, with minimal text. By procuring
and maintaining Instagram accounts, Town departments will communicate information
directly to their Instagram followers, via photo -type marketing and directing them to the
Town's website for more information. These standards should be used in conjunction
with the Town's Social Media Use Policy.
Content
- A department's director or designee shall hold and maintain that department's
Instagram account.
- Each department will have only one Instagram account, unless otherwise
approved by the Town Manager. Account information, including usernames and
passwords, shall be registered with the Town Manager or designee.
- A department's Instagram biography and/or background information will include
a link to Town's website where the following disclaimer information will be
posted:
o "This is an official Town of Los Gatos Twitter account. For more
information about the Town of Los Gatos please visit
www.losgatosca.gov. This site is intended to serve as a mechanism for
communication between the public and the department on the listed topics
and as a forum to further the mission of the department. Any direct tweets
to this page and its list of followers may be considered a public record
which is subject to disclosure pursuant to the California Public Records
Act. Public information requests must be directed to the Town Manager or
designee."
- Instagram usernames shall begin with "Los Gatos ". In cases where the usemame
consists of too many characters, begin with MG."
- The main image shall be the Department logo or an appropriate photo. It may also
be the Town's logo which will be provided by the Communication Coordinator or
designee. If the Town logo is not used as the main image it should be in the
background section.
- Instagram accounts shall serve two primary purposes:
• Promote Town - sponsored meetings, events, programs and facilities
• Refer followers to a news item or content hosted at the Town's website
and the department's Facebook page
- Information posted on Instagram shall conform to the existing protocols of the
Town and the department that is posting the information. Think of it like visual
news and marketing.
- The department's director or designee shall be responsive to those constituents
who communicate via Instagram's direct message functions. Communication with
followers will be timely and consistent with existing protocols.
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Archive
The department's director or designee will maintain an electronic record of any
information necessary to retain for the purposes of public records retention in
accordance with applicable Town policy regarding retention of such information
that is not available from the application. For example, any information that
needs to be removed from the site, should be captured as a screen shot and
retained for public records requests, according to the Town's record retention
policy.
NEXTDOOR STANDARD
Purpose
Nextdoor.com is a neighborhood - specific, private social media site that consists of
residents that have validated their addresses via the www.nextdoor.com verification
procedures. All participants are required by www.nextdoor.com to use their true name
(no screen names are allowed). There are multiple www.nextdoor.com neighborhoods
active and established including Alta Vista, Belwood - Belgatos, Blossom Manor,
Knowles, Oka, Rinconada/Rinconada Hills, Los Gatos Village, and Vasona.
Public agencies are able to target messages to specific neighborhoods, zones, or policing
districts. Members can choose to receive alerts via text message, e-mail, or push
notification on their mobile device.
Nextdoor Posting Guidelines
- All posts by the Department will focus on one of four principles: Emergency
Preparedness; Community Engagement; Crime Prevention; and Community
Policing.
- Urgent alerts will be sent out only when authorized by a Lieutenant, Captain, or
the Chief of Police.
Establishine a Profile
The department's director or designee will register their account as a "public safety
profile" with a Town email address. Personal www.nextdoor.com profiles should not be
used to administrate Town pages unless approved by the Town Manager or designee.
Agency accounts are tied to official roles within the department. If your Agency position
terminates, then you must deactivate your Agency account. Public safety profile
information is always publicly viewable within the neighborhoods served by the
Department. Because of the public nature of an Agency and the requirement that you
must use your Agency account only for official business, your Agency affiliation, and, at
your Agency's option, your name and official title, will appear with all Content posted.
You will not be able to hide your profile information. Each Public Safety Profile must
include a link to its external official website or home page.
Agency Profile
Format
The designee will create a public safety profile using their name and official job
title to post on www.nextdoor.com. All passwords will remain on file with the
Town's Town Manager or designee.
The department is able to post and receive messages, with attachments. Postings
can be locked to prevent comment or response at any time.
The main image shall be the Department logo or an appropriate department photo.
It may also be the Town's logo and the Town logo must be one of the profile
pictures.
Page Administrators
- A successful page requires consistent attention. The department's director will
designate one or more staff members as page administrators who will be
responsible for monitoring the department's www.nextdoor.com profile. Only
designated department staff members will make posts and reply to inquiries.
Style
- Departments will use proper grammar and standard AP style, and will avoid the
use of jargon and abbreviations as possible.
Archive
The department's director or designee will maintain an electronic record of any
information necessary to retain for the purposes of public records retention in
accordance with applicable Town policy regarding retention of such information
that is not available from the application. For example, any information that
needs to be removed from the site, should be captured as a screen shot and
retained for public records requests, according to the Town's record retention
policy.
Terms of Service
- Most online sites require users to agree to terms of service that include such
provisions as provided by www.nextdoor.com for public agencies:
You and the Agency are responsible for your acts as an Agency member.
Your Content should communicate information of general interest or benefit to
the Nextdoor neighborhood(s) you and your Agency serve; Agency accounts are
not intended for use to advocate for or against a particular candidate, officeholder,
political party, or ballot measure (i.e., campaigning or politicking). You
understand that Nextdoor presumes that your actions and those of other Agency
members are authorized and legitimate; Nextdoor has no obligation to verify the
scope of authority of an Agency or its Agency members, nor the accuracy or
appropriateness of any Agency Content.
We do not supervise Agency members or the use of Agency accounts; that
responsibility lies with the Agency, just as the Agency is responsible for
supervising and managing Agency employees and representatives in accordance
with applicable codes of conducts, ethics, and other standards in the performance
of their work duties. Each Agency is responsible for determining which of its
employees and representatives are authorized to have Agency accounts, and for
managing which Agency members associated with it are permitted to serve as
Admins, post and edit Content, and otherwise act on behalf of the Agency.
Your Agency account is tied to your official role. If your Agency position
terminates (for example, you resign, or your term of office comes to an end), then
you must deactivate your Agency account. Nextdoor reserves the right to suspend
or deactivate Agency accounts that we think no longer meet the membership
criteria. As stated in our privacy policy, Content posted before an account is
deactivated may remain visible after the account's deactivation.
Your Agency communications through Nextdoor, including communications
between your Agency and a neighbor member, may be subject to FOIA (the
Freedom of Information Act) and other federal, state or local "sunshine" laws, and
your interactions with your constituents on Nextdoor may be subject to the same
obligations and protections (such as freedom of speech) as your interactions with
them in other contexts.
At Nextdoor, we prize the privacy of our neighbor members. As part of allowing
you and your Agency to use Nextdoor, we require you to respect the privacy of
our neighbor members. Our system is designed to prevent Agency members from
viewing, searching, or otherwise accessing conversations or direct- messages
between neighbor members.
You and the Agency, and not Nextdoor, are responsible for the Content you
submit. We reserve the right to suspend or deactivate Agency accounts if we think
the Agency's Content or other account activity does not benefit the Nextdoor
neighborhoods served by the Agency. As stated in the member agreement, you
must not provide us with any Content that you don't have the right to publish, that
violates any code of conduct or ethics applicable to you, or that is defamatory,
infringing, illegal or otherwise tortious. Claims of copyright infringement should
be addressed as directed in the member agreement; Nextdoor reserves the right to
forward any other requests or claims based on your Content to your Agency for
resolution.
Each time an Agency member creates a broadcast post, the Agency member
selects whether neighbor members may reply to that Agency broadcast post.
Enabling neighbor member replies means that neighbor members can post replies
to your broadcast Content. Disabling neighbor member replies means that
neighbor members will not be able to post replies to your broadcast Content.
Neighbor members can always click "thanks" to thank you for your Agency
broadcast post, whether you have enabled or disabled neighbor member replies.
You and your Agency acknowledge that Nextdoor may provide you with certain
information that is proprietary and confidential to Nextdoor, such as aggregated
statistics about neighborhood activity and size, neighborhood boundaries,
membership information, and similar metrics available through our service's
"Map & Metrics" function C Nextdoor Information "). You agree to keep the
Nextdoor Information confidential, not to disclose it to any third party, and to use
it only as permitted by Nextdoor for your internal official purposes. If you believe
that you must disclose Nextdoor Information in connection with a subpoena or
similar legal duty, you will notify Nextdoor in writing before doing so, and you
agree to provide Nextdoor with reasonable assistance if Nextdoor seeks an order
maintaining the confidentiality of the Nextdoor Information.
VIDEO POSTING STANDARD
Purpose
The Town will enable access to online video content, as this is the way many residents
communicate and obtain information online. Key objectives for video content shall meet
one or more of the follow goals: to further the department's mission, provide information
about Town services, showcase Town and community events and explore Town issues.
The Town encourages the use of video content to further the goals of the Town and the
missions of its departments, where appropriate. These standards should be used in
conjunction with the Town's Social Media Use Policy.
Video Posting Guidelines
- The department's director or designee will be responsible for approving the video
content.
- Video quality must be comparable to DVD resolution quality.
- Low quality video will be considered as long as the audio portion is clear and the
content is compelling and informative.
- All videos must be posted on the department's website and the department's
Facebook page.
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The department must secure a disclaimer from the author or owner or the right to
use all of or part of a video if the video was not produced by the department or
any other Town department.
Videos streamed from other sources may not be posted to the Town's website.
Links to external videos are permitted, but it must only be used when content is
relevant and necessary approvals are received.
Submitting Videos to Hosting Sites
Videos may be submitted to hosting sites such as YouTube and Vimeo as well as
Facebook on a case -by -case basis under the direction of the department's director
or designee.
Most of these sites limit the video to the lesser of 10 minutes in length or less than
I GB of data storage.
Comments posted to these sites must be monitored or the ability to post a
comment shall be turned off. Comments must adhere to the guidelines stated in
the Social Media Use Policy.
Archive
- Any video posted to a third party's video site must also be posted the
department's website for purposes of records retention.
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