Issue - meetings

(A report by James Gilbert, Assistant Director – Corporate)

The Leader of the Council, Councillor Dale Broughton, presented a report by the Assistant Director – Corporate, supported by the Communications Manager who was in attendance, which sought approval of the South and East Lincolnshire Councils Partnership Social Media Policy. The report explained that the policy had been developed as an addendum to the existing Partnership Communications Strategy and was intended to provide a coordinated, consistent and strategic approach to the use of social media across the Partnership.

Members were advised that the policy responded to the rapidly evolving nature of social media and the increasing reliance on digital platforms as a primary channel for communicating with residents, businesses and stakeholders. The report highlighted national data on social media usage, which demonstrated the continued dominance of Meta?owned platforms, and emphasised the need for the Partnership to focus its resources on channels that delivered the greatest reach and engagement.

The policy set out a clear framework for how social media would be used corporately, including the strategic purpose of each platform, expectations for content planning, and the use of data and analytics to inform decision?making. It also covered governance and operational matters such as published “house rules” for followers, comment moderation, response protocols, guidance for staff use of social media, and security and housekeeping arrangements for corporate accounts. Members were advised that the policy had been considered by the Overview and Scrutiny Committees of each partner council and was now presented for approval.

During discussion, Members welcomed the introduction of a single Partnership?wide policy, recognising the benefits of a consistent approach to tone, messaging and standards across all social media channels. Members acknowledged the high public visibility of social media activity and the importance of managing reputational risk while maintaining open and accessible communication with communities.

The proposed “house rules” and moderation framework were considered in detail, with Members noting that these provided clarity for both residents and officers about acceptable standards of engagement. The emphasis on respectful and relevant interaction was supported, alongside the clear position that abusive, misleading or discriminatory content would not be tolerated. The discussion also acknowledged the challenges posed by anonymous or potentially fake accounts and noted that the policy set out a proportionate approach to managing such issues within the limitations of platform controls.

Members supported the shift towards a more insight?led approach to content, with decisions informed by audience data, analytics and engagement metrics. It was agreed that focusing on quality rather than volume would help ensure that content reflected strategic priorities, highlighted positive outcomes and reduced low?impact posting. The inclusion of regular evaluation and reporting was welcomed as a mechanism for monitoring performance and driving continuous improvement.

Members also considered the guidance relating to staff use of social media, noting the importance of a clear distinction between personal accounts and corporate communication. The principle that key messages should be shared first through official corporate channels, with staff encouraged to amplify rather than originate Council messaging, was  ...  view the full minutes text for item 46

(A report by James Gilbert, Assistant Director – Corporate)

The Committee received a report by the Group Communications and Engagement Manager on the draft Social Media Policy, which had been developed as an addendum to the South & East Lincolnshire Councils Partnership Communications Strategy. The policy, attached as Appendix 1 within the report, set out a consistent approach to the use of social media across the three councils and aimed to strengthen engagement with residents while ensuring clarity, security, and accountability.

Members were advised that the policy:

·         Established house rules for public interaction on council social media channels, including standards of behaviour and moderation protocols.

·         Defined response protocols for service-related and non-service-related queries, ensuring timely and consistent communication.

·         Provided guidance on content strategy, underpinned by audience insights and analytics, to improve reach and engagement.

·         Included security and housekeeping measures, such as password management and access controls, to safeguard corporate accounts.

·         Confirmed that while AI may be used for research purposes, AI-generated images or artwork would not be used in council posts.

The Group Communications and Engagement Manager also highlighted the scale of social media activity across the Partnership, recent engagement trends, and the need for a unified approach to comment moderation and crisis communication.

Members welcomed the draft policy and raised several points for consideration:

·         House Rules and Moderation: Members stressed the importance of clear and accessible house rules for residents, ensuring that expectations around respectful engagement were well communicated. It was agreed that these should be prominently displayed on all platforms.

·         Response Protocols: Questions were raised about how quickly service-related queries would be addressed and whether the proposed three-day response time was sufficient. Officers confirmed that the Communications Team would work closely with PSPS Customer Contact colleagues to maintain consistency and escalate complex queries promptly.

·         Emerging Platforms and Flexibility: Members queried how the policy would adapt to changes in the social media landscape, such as the decline in X (formerly Twitter) and the rise of new platforms like Threads and Bluesky. Officers confirmed that the policy included flexibility for periodic review and adjustment.

·         Use of AI and Content Standards: Concerns were expressed about the use of AI in content creation. Officers clarified that while AI may be used for research and analytics, AI-generated images or artwork would not be used in Council posts, and any third-party AI content shared would be clearly acknowledged.

·         Security and Access Controls: Members emphasised the need for robust password management and account security to prevent unauthorised access. Officers confirmed that the Communications Team maintained a secure, password-protected register of all corporate accounts and that passwords were changed quarterly.

·         Resource and Training: Members asked whether staff training would accompany the policy to ensure consistent application across departments. Officers confirmed that training sessions would be delivered to relevant teams and that guidance would be available for officers managing sub-group pages.

·         Managing Negative or Misinformed Posts: Members discussed the importance of protocols for handling misinformation and inflammatory comments. Officers outlined the approach of responding promptly, moving detailed conversations offline, and escalating safeguarding or legal concerns immediately.

The  ...  view the full minutes text for item 68