Social Media protocols and procedures
Purpose
The purpose of this document is to outline the engagement protocols and procedures for AUSTRAC’s official
social media activity.
In applying these protocols and procedures, people should also be mindful of:
IT Security policy obligations
Complementary guidelines for AUSTRAC’s people wishing to publish content through social media in a
personal or unofficial capacity
National Archives of Australia guidelines on social media record management.
Background
The term
social media encompasses a number of tools that blend online technology and social interaction. Social
media platforms provide opportunities for people to generate, share and exchange information in virtual
communities and networks. Social media is also commonly referred to as Web 2.0.
Like other communication tools, these contribute to information dissemination as well as reputation management
by working in complement with other communication channels. The use of social media is to be undertaken as
part of a broader communication plan, which includes consideration of timing and the range of communication
conduits used. Stakeholder Relations (particularly through Communications and Products) will take primary
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responsibility for developing communication planning.
Social media are distinguished from traditional or mass media channels because
social media are interactive, conversational communication conduits rather than one-way modes
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social media platforms enable anyone to become a publisher, as opposed to a few major organisations
which own telecast, broadcast or print media outlets
social media are real-time, immediate and frequent forms of publishing, without technical production
the
lead-times
the readers of social media are visible and identifiable – in that participants need to set up accounts in
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order to take part – and their points of view are visible
access is by personal computers and mobile devices such smart phones and tablets.
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Social media is now widely accepted and used in the broader community. Increasingly, the public expect
May
organisations to provide a forum which:
broadcasts information about the organisation and its activities, publications and information
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provides a way for the public to respond and engage
is succinct and prompt in its response.
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Government context
These protocols have been developed with reference to the following:
the government’s
e-government and the digital economy policy and
Digital Government agenda Australian Public Service Commission (APSC) Circular 2012/1
Revisions to the Commission’s guidance
on making public comment and participating online
It is expected that Australian Government organisations will strive to listen to stakeholders and be responsive and
approachable while maintaining the apolitical nature of the Australian Public Service (APS).
The APSC Circular (listed above) cites the APS Values and Codes of Conduct and these apply when using social
media in the same way as when APS employees participate in any other public forum. The requirements include:
behaving with respect and courtesy, and without harassment
dealing appropriately with information, recognising that some information needs to remain confidential
delivering services fairly, effectively, impartially and courteously to the Australian public
being sensitive to the diversity of the Australian public
taking reasonable steps to avoid conflicts of interest
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making proper use of Commonwealth resources
upholding the APS Values, Employment Principles and the integrity and good reputation of the agency
and the APS
not acting in a way that would call into question the APS employee’s ability to be apolitical, impartial and
professional in the performance of their duties
Using Social Media
The objectives of AUSTRAC’s official social media channels are to raise awareness, inform, engage, communicate
with and learn from stakeholders and the Australian community. AUSTRAC will utilise two key social media
channels. Others will be considered in due course, as opportunities suggest and resourcing allows.
Twitter
Raise awareness of AUSTRAC’s identity and areas of interest/operation
Distribute links to media releases and other news, announcements, activities, event notices and updates
Highlight and promote AUSTRAC activities, publications and other web-site content
Address enquiries received via the channel
Demonstrate connection with partner agencies and other stakeholders
Facebook
Raise awareness of AUSTRAC’s identity and areas of interest/operation
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Distribute media releases and other news, announcements, activities, event notices and updates
Highlight and promote AUSTRAC activities
Address enquiries received via the channel
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Objective
Activity
Social media channel
the
1. Awareness
Identify and follow partner agencies, industry
Twitter
Raise awareness of the agency
associations and others of relevance to
Facebook
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and its purpose
AUSTRAC’s brand, areas of expertise and
mandate. under
Post content linked to our areas of expertise and
mandate. Re-tweet and share content, which is
May
associated with our purpose, from partner agencies.
2. Inform
Post content and messages based on pre-approved
Twitter
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Distribute publicly-available
material (e.g. from media releases, publications,
Facebook
information, in line with
existing web content).
AUSTRAC’s communication
Co-ordinate timing and message consistency
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objectives
through Stakeholder Relations in liaison with
relevant work areas.
3. Engage
Identify social media accounts for stakeholders
Twitter
Building relationships with key
Where appropriate, ‘follow’ stakeholder accounts
Facebook
stakeholders or target audiences
Re-tweet and share content, which is associated
online
with our purpose, from partner agencies.
Where appropriate strive to engage community
members in a two-way conversation.
Ensure that re-directs and responses are delivered
promptly, especially if correcting inaccuracies or
concerns.
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In due course, other social media channels can be assessed as appropriate. Each would be subject to the
appropriate approvals prior to being activated. These could include:
YouTube
Provides information in accessible video formats online
All video clips require captioning
Linked-In
A social media channel which can contribute to recruitment processes
Target audiences
Primary audiences
Stakeholders include those with an interest in, or a link to, AUSTRAC’s strategic priorities and activities, such as
partner agencies, industry associations, reporting entities.
Secondary audiences
Members of the Australian community
Attorney-General’s Department and central agencies
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Mass media outlets and journalists who are conduits to reaching the Australian community
Specialist media outlets that are conduits to the financial, compliance, risk management, national security,
law enforcement and government policy sectors
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FATF membership
Unintended audiences
the
It is noted that, like all communications in the public domain, social media communications can reach audiences
beyond those originally intended by AUSTRAC. It is accepted that organised crime groups, terrorist support
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groups and others are active in social media channels.
under
Developing a following
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It is essential to develop a strong cohort of people/organisations following the social media channel. The value of
a social media channel is driven by the size and breadth of the following.
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This can be developed through the following practices:
Sending follow requests to identified organisations and individuals with whom AUSTRAC has a
relationship and shared interests.
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The expectation, as a social media courtesy, is that they will then follow in return. Accepting those follow
requests is straightforward.
As the network of followers expands, so does the pool of potential followers for AUSTRAC.
Unsolicited requests to follow will be assessed on a case-by-case basis by reviewing the profile of the
requester.
Branding
All social media accounts are subject to AUSTRAC’s visual style guides. For advice and information on branding
and the visual style guides, please review the guides on
OnTrac.
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Moderation
Authority
The person/s responsible for posting material on the official AUSTRAC social media channels will be authorised
by the CEO. The nominated person will have the authority to post on the official AUSTRAC social media
channels with oversight by their line manager.
In certain special circumstances, such as when an election is called and the Caretaker Conventions are evoked,
AUSTRAC staff will notify the Executive regarding:
any comments on social media that may require a response
any postings on social media channels.
This will help to ensure that AUSTRAC’s engagement, particularly during this time, will not be misconstrued as
political comment.
Moderated accounts
All of AUSTRAC’s social media accounts are moderated. This means that the sites are monitored for user-
generated content and action taken where appropriate as set out below.
The nature of social media encourages discussion and engagement. The nature of AUSTRAC’s work can lend
itself to a broad range of perspectives and opinions.
The sites are monitored for content that might infringe privacy, impinge on security, disclose information of a
threatening or harmful nature or is offensive, obscene, abusive, racist, sexist, homophobic, ageist, unrelated to the
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topic at hand, illegal or otherwise unhelpful to respectful and constructive dialogue.
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Moderation procedure
1. The post will be hidden from public view, with notification provided to the user as a comment to their
post.
the
2. This process should also be used when content is posted that discloses personal information about that
user or anyone else.
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3. Continual posts of inappropriate material will result in a post from the page as follows:
“We’ve had to remove some posts from our wall that breach our moderation guidelines.”
under
4. Posts where there is a threat or disclosure about the safety and wellbeing of a person require an immediate
response. The situations for such posts cover the following:
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Threat or disclosure of an act of terrorism
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Dob-ins
In all of these circumstances, the moderator will respond as follows:
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1. Urge the user to contact 000 if there is any immediate danger or if a serious incident has just occurred
2. Urge the user to contact the National Security Hotline 1800 1234 00 if the threat relates to an act of
terrorism
3. Re-direct the user to the AUSTRAC Contact Centre if the matter relates to a dob-in or less immediate
danger, and notify the Contact Centre of the contact received via social media.
4. All public posts in relation to these exchanges should be removed as soon as practicable, and after
advising the user concerned where possible.
Monitoring and responses
Monitoring
AUSTRAC’s official social media accounts will be monitored by a moderator in Communications and Products,
on behalf of Stakeholder Relations, at 9.00am, 12.30pm and 3.00pm each business day.
AUSTRAC staff who regularly use social media are encouraged to notify Communications and Products by email
if an urgent or important matter involving AUSTRAC is identified at other times. All AUSTRAC staff are
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reminded that they are not to engage in the conversation on behalf of AUSTRAC. This can only be done through
the official AUSTRAC channel.
Responses
It is not essential to respond to every tweet or post. A few key considerations for assessing a post or tweet for a
response include:
is it directly related to our mandate
is it accurate and/or positive about AUSTRAC
is it a direct question (eg from an RE).
The flow diagrams, below, provide a decision frameworks for response types and for dealing with negative or off-
topic posts or tweets.
Social media response framework
Is the comment/post appropriate, inaccurate, low risk or high risk?
Appropriate
Inaccurate
Low risk
High risk
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Do we want to respond?
Post contains inaccurate
Post contains:
Post contains:
Post contains inaccurate
• We agree
information about:
• Some inflammatory
• Violent, abusive or
• Let post stand as is
• AIFS
information about
statements
threatening comments
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• Provide additional info
• Proj
e
A ct
USTRAC
• Political comments
• Hateful statements
• Provide positive review or
• Eve
n
E tvent
• Comments that promote
• Private information
appreciation
• Pa rti
P c
a irpta
icnts
ipants
personal or professional
• Discriminatory statements
• Stakeholders
interests
• Defamatory statements
the
Stakeholders
• Certain off-topic remarks
• Certain off-topic remarks
Multiple posts of same view
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Approved person responds
• Develop response
• Document the incident
• Document the incident
• Clear response
• Delete/hide comment
• Advise work area
under
• Approved person responds
• Advise person who posted
• Delete comment
• Consider banning
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Use your judgement!
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Dealing with off-topic or negative comments
Are they a troll?
Is it a legitimate statement?
It's off-topic but …
It's off-topic but …
Is it someone who posts
Is the statement critical or
• it's part of a discussion that's
• it's part of an orchestrated
inflammatory, extraneous or
negative but may be correct or
mostly on-topic
campaign
off-topic measures in an online
doesn't breach the terms of use
• you think they or the
• it's been raised multiple
community, with the primary
of the page?
community wil get back on-
times in multiple posts
intent of provoking readers into
topic
• it breaches the terms of use
an emotional response or of
• the person is trying to
otherwise disrupting normal
contribute positively
on-topic discussion?
Don't feed the trol s!
• Leave the comment
• Leave the comment
Treat as low or high risk
Treat as low or high risk
• Monitor
• Monitor
• If inaccurate, low risk or high
• Raise awareness of terms of
risk, use the framework to
use, if appropriate
determine the best approach
Use your judgement!
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Style of expression
The content of messages, to be communicated via social media channels, will vary according to the nature and
purpose of the communication. Posts will be factual and unclassified. Some key principles of language for the
social media context are:
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a conversational tone is appropriate, while being mindful that the communication is emanating from an
Australian Government body
the
clear, concise language, using active voice is recommended
effusive or emotional language should be avoided.
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Stakeholder Relations (particularly through Communications and Products) will assist with suggested wording.
under
Use existing content
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Where possible, responses to enquiries will be developed from publicly available information and direct the
follower to the website or other publicly available source. Existing content in the public domain, such as on the
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website, is a valuable source of material.
A set of standard responses to common enquiries will be developed and maintained.
Some posts/tweets might best be handled by re-directing enquiries, such as an RE query might be re-directed to the
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Contact Centre.
Experience from other agencies indicates that it can be expected that 80% of the responses will be from pre-
approved material while 20% will require a specifically developed response.
Developing a response
Where a specifically developed response is required, they will be handled in a similar way to approvals for
publications, media relations, etc:
responses developed with the relevant work unit
cleared through Executive.
Due to the nature of social media, it is important to process these responses swiftly, in line with the following
procedure:
1. The moderator of the social media account notes a post/tweet that requires a specifically developed
response:
a. notes the time of posting and receipt
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b. acknowledges the receipt of the enquiry and undertakes to source an answer (e.g. “Interesting
question. I’ll look into it for you.”)
2. The moderator contacts the relevant work unit to advise of the enquiry and works with the work unit to
develop a draft response of the factual details in appropriate language tone and style.
3. The draft response is cleared with the relevant General Manager, then Executive General Manager, who
will decide whether the CEO’s clearance is also needed. This decision will form the basis of attribution for
the response.
4. When approved, the moderator posts the response on the social media platform where the issue was found,
and notes the time.
a. Responses to social media enquiries should be swift. The time between the moderator receiving
the enquiry and posting the final response should be no longer than two hours.
5. The moderator must make a record of the interaction in the official AUSTRAC record keeping system
(enquiry, approvals, response and timings) to ensure records and statistics of all social media interactions
are recorded.
a. This is in line with whole of Government requirements to create and manage accurate records of
business activities so that decisions and actions can be accounted for; which includes the use of
social media in an official capacity.
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Evaluation
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Communications and Products will conduct an evaluation of AUSTRAC official social media activity regularly to:
monitor the uptake of the AUSTRAC social media activity among the primary and secondary target
audiences
the
monitor the nature of activity generated by AUSTRAC and followers
identify any trends emerging from the activity
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evaluate the tone of behaviour on the various social media platforms
under
compare AUSTRAC activity against the performance and experience of other agencies and learn from
their use, including through involvement in the Cross Agency Social Media forum.
May
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Internet access information
This page contains information on accessing the internet from AUSTRAC computers,
supplementing the IT Security Policy [/node/1939/] and other documents.
Internet sites now outrank email as the most likely source of a computer virus or similar
malicious software, and some pose significant threats to individual online privacy.
AUSTRAC filters internet access in line with our policy and information security
obligations.
Act
Websites that display a policy reminder
Some websites are not completely blocked, but display a policy reminder when you try
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to access them. These are websites or categories that AUSTRAC considers are
potentially unrelated to your work.
the
2015
under
May
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Released
This is intended to remind you about reasonable and appropriate use of the internet in
line with AUSTRAC policy. Read on below for explanation and examples to guide you
on internet use.
The notification gives you three options:
1. Clicking the
More Information button brings you to the intranet page you are
reading now.
2. Click the
Continue button if your use of the website is in line with policy. The
website will then open as usual.
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Page 2 of 4
3. Click the
Go Back button if you do not need to visit the site. For example, you may
choose to access the site later from your home computer instead.
Websites that are blocked
If you attempt to access a website blocked by AUSTRAC, you will see this:
Act
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The
More Information button links to this intranet page. The
Go Back button returns
the
you to your previous page. If you need to access a blocked site, contact the IT Service
Desk to discuss the possible options.
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Some categories blocked by AUSTRAC include:
under
• Malicious websites, which contain or link to code that
May
may intentionally modify our
computers without consent and to cause harm
• Counterfeit business sites aiming to eliciting financial or
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other private information
from you
• Sites containing graphic adult content unsuitable for our workplace
• Sites that promote or support online gambling, illicit
Released
drugs, or criminal activity
• Sites that provide public webmail and similar online messaging services
• Sites that enable peer to peer file sharing and transfer
• Sites whose primary function is to provide freeware and software downloads.
AUSTRAC blocks these websites to reduce exposure to a range of risks. Blocked
categories and individual sites are reviewed from time to time, and may change in
response to factors such as AUSTRAC policy or new online threats. If you identify a
website that should be blocked, but isn't, please alert the IT Service Desk
[mailto:xxxxxxxxxxxxx@xxxxxxx.xxx.xx].
Appropriate and professional use of internet access
All AUSTRAC staff (employees and contractors) are required to undertake their
business and work relations in a professional and responsible manner. This is essential
to protect AUSTRAC's professional image and the integrity of the information we hold.
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Page 3 of 4
The Australian Public Service (APS) Values and Code of Conduct set the standards of
behaviour expected of public servants. Contractors, while not public servants, are also
required (through their contracts) to adhere to these standards. Several elements of the
Code of Conduct are particularly relevant to the appropriate and professional use of
internet and emails:
• behaving with respect and courtesy, and without harassment
• making proper use of Commonwealth resources
• taking reasonable steps to avoid conflicts of interest
• at all times upholding the APS Values and the integrity and good reputation of the
APS.
What does AUSTRAC expect?
Internet and email facilities are official resources provided by AUSTRAC to enable staff
to carry out AUSTRAC business. In using these resources, AUSTRAC expects that:
• the information technology databases and systems, the internet and email will be
used for official work purposes with limited personal useAct
• access to information is on a 'need to know' basis
• the security and integrity of the system and information will not be compromised,
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for example not observing password protocols and transmitting personal
information without authorisation.
the
What is limited personal use? 2015
AUSTRAC allows for staff to use the internet and email for personal use in limited
under
circumstances. These may include internet banking and account payments or short,
general information searches. It may also involve contact with colleagues and members
May
of the public by email that is not work related. Any personal use:
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• must not interfere with normal business activities (this includes both volume and
content of private messages)
• must not have the potential to embarrass AUSTRAC, the APS or the government
Released
• must not involve accessing inappropriate websites
• must not contain defamatory, offensive or harassing material
• must always maintain a professional tone
• must not be a means of bullying or causing distress or a sense of exclusion.
Some examples of inappropriate personal use include:
• frequent use of a social networking website throughout the day
• frequent visits to entertainment or sports websites
• extended or frequent periods of participation in a community discussion forum
• browsing websites idly without a specific purpose related to AUSTRAC work
• using your AUSTRAC email address to join or subscribe to online services that are
not directly related to your work at AUSTRAC.
Does AUSTRAC monitor internet and email usage?
All internet activity and email traffic is logged, and those logs are retained under the
Page 10 of 13 pages
Page 4 of 4
relevant legislation and regulations.
AUSTRAC routinely monitors access and usage, and this is a condition of using
AUSTRAC computers. Monitoring is typically done for performance planning,
troubleshooting, or security reasons. Periodic reports on internet and email use patterns
are provided to management.
If there is reason to suspect misuse, an investigation may be conducted to determine
whether there may have been a breach of the APS Code of Conduct or policy
obligations. Breaches of IT, information management, protective security
or personnel policies may result in loss or downgrade of security clearance, sanctions
imposed under the APS Code of Conduct or in some cases criminal charges.
Where can I go for more information?
Questions about internet access can be directed via general request to the IT Service
Desk [https://itservicedesk.hq.austrac.gov.au/HEAT] (call x0008 if urgent). Questions about IT
Security policies should be directed to the IT Security AdvisorAct
[mailto:xxxxxxx.xxxxxxx@xxxxxxx.xxx.xx].
Alternatively, you may wish to speak to your manager, the Agency Security Advisor or
the Director, Employment Conditions and Services.
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This page is maintained by the IT Security Advisor [/users/wshipway] and feedback is
the
welcome [mailto:xxxxxxx.xxxxxxx@xxxxxxx.xxx.xx].
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Related information
under
Please be mindful of IT Security Policy when accessing the internet.
May
• APS Values and Code of Conduct [http://www.apsc.gov.au/aps-employment-policy-and-advice/aps-
12
values-and-code-of-conduct]- including guidance for making public comment and
particpating online
• AUSTRAC IT Security media watch [http://ontrac/blog?
Released
term_node_tid_depth=130&created_1=&created=]
• Social Networking: Privacy and Safety [/node/3306/]- an IT Security quick reference
guide
• Stay Smart Online [http://www.staysmartonline.gov.au/]- protect yourself
• CyberSmart [http://www.cybersmart.gov.au/]- advice for parents, teens and kids
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Social networking: privacy and safety
AUSTRAC computers and internet access are Commonwealth resources, to be used for
work purposes in line with our policies. However, AUSTRAC staff and contractors may
choose to use social networking tools in their own time using their own resources. This
sheet provides privacy and safety advice.
Your relationship with AUSTRAC
Any personal or professional use of social media by AUSTRAC staff and contractors
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must not bring AUSTRAC into disrepute, imply AUSTRAC endorsement of personal
views, compromise effectiveness at work, or disclose official information. If a site
requires your employer, list Australian Government in preference to AUST
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RAC, due to
the sensitivity of our work and the dangers of becoming the focus of undesirable
attention.
the
Guard your personal information and reputation
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under
Social networking sites like Facebook require you to submit personal information about
yourself, and sometimes about other people. These sites may have options to control
May
the information you share with others, and options to manage interaction with other
people. Be very selective with what information you put online, how you share it, and
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who you accept as a ‘friend’.
Some people use social networking sites to threaten, harass or embarrass others.
Criminals actively use these sites to access personal information and steal identities.
Released
Criminals also use personal information for other illegal activities in the real word, and
you can be unknowingly targeted or implicated.
Protective steps for social network sites
The following page lists important steps that can help protect you, your family, and your
friends. These steps also protect your colleagues, your work at AUSTRAC and the
sensitive information we are required to safeguard.
• Always type your social networking website address into your browser or use a
bookmark. Links shown in emails or on websites can be very easily manipulated,
sending you to malicious sites. Forged emails are common.
• Use a different password for each social networking site. When one password is
leaked (it will happen), your other accounts should be safe.
• Protect your accounts with strong passwords, and enable extra account protection
if offered. Eg enable an SMS token or authentication app.
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• Set your online profile to ‘private’ and be very discerning about who you accept as
your ‘friend’. If you haven’t met in person, you don’t really know them. Online
identities can also be faked very easily.
• Think before you post – expect many people other than your friends will see what
you put online, now and years in the future. It’s virtually impossible to remove
content completely, once it is available online.
• Don’t post information that would make you or your family vulnerable, such as date
of birth, home address, the detail of your daily routine, child’s school, or holiday
plans. Yes, burglars do know how to use the internet.
• Don’t post photos or details of family, friends or colleagues that may be
inappropriate, or that they haven’t agreed to being posted. Turn on Facebook’s
review option, to approve others ‘tagging’ you in their photos.
• Be alert to suspicious links and out-of-character messages or posts. Even if
received from your friends, they may have had their account hijacked.
• Familiarise yourself with scamwatch.gov.au and common types of fraud. The
internet and social media are regularly used for scams.
• Avoid using social networking from public or shared computers. Even if you log
out, keystrokes or personal details may have been captured.
Act
Where can you go for help?
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Concerned about:
Contact:
the
Harassment or bullying
See the ThinkUKnow [http://www.thinkuknow.org.au/site/] and
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online, or someone who is Cybersmart [http://www.cybersmart.gov.au/] sites for advice, or
at risk?
contact the AUSTRAC PSS team
under
May
Fraudulent use of your
Your social network provider, and if appropriate, your local
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identity or other criminal
police or CrimeStoppers on 1800 333 000
activity?
Released
Your online security at
AUSTRAC IT Help Desk, or AUSTRAC IT Security Adviser
work?
[mailto:xxxx@xxxxxxx.xxx.xx]
AUSTRAC Protective Security
Your personal safety?
[http://ontrac/security-and-
emergency/security/protective-security-2071]
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