Agenda item

(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 supported as a means of maintaining consistency and accountability.

The discussion highlighted the importance of the security and housekeeping provisions within the policy, including the management of access permissions, password controls and the closure of inactive or unauthorised accounts. These measures were recognised as essential safeguards to protect the Council’s digital presence. Members also noted the intention to keep the effectiveness of individual platforms under review, including the continued assessment of engagement levels on X and emerging platforms.

Overall, Members agreed that the policy provided a clear, practical and proportionate framework that balanced effective communication with governance, risk management and efficient use of resources.

The recommendation was moved by Councillor Dale Broughton and seconded by Councillor John Baxter.

Resolved:

That the Partnership’s Social Media Policy, attached at Appendix 1 within the report, be approved.

[The Communications Manager left the meeting at 6.16pm, following consideration of the above item.]