Agenda item

(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 Committee agreed that the policy provided a strong framework for managing social media activity and supported its adoption, subject to the inclusion of clear review mechanisms and ongoing staff training.

The recommendation was moved by Councillor Anton Dani and seconded by Councillor Neil Drayton.

Resolved:

That the Social Media Policy, attached as Appendix 1 within the report, be recommended to Cabinet for approval.