This policy outlines the guidelines and expectations for candidates running in a State Election regarding their use of social media. It aims to ensure that all online activity aligns with the values of the Party and complies with legal and ethical standards.
2. GENERAL CONDUCT
- Respect and Civility: Candidates must engage respectfully with everyone, including constituents, other candidates, media, and the general public. Personal attacks, discriminatory remarks, or any form of harassment are strictly prohibited. Additionally, candidates are responsible for monitoring and managing any content posted by followers on their social media channels.
- Accuracy and Honesty: Information shared on social media must be accurate, truthful, and not misleading. Candidates should avoid spreading rumours, unverified claims, or false information. Corrections should be made promptly if misinformation is identified.
- Confidentiality: Candidates must not disclose any confidential information or internal Party matters on social media. Sensitive information related to the campaign, Party strategy, or personal data of constituents or supporters must be kept private.
3. COMPLIANCE WITH LAWS AND REGULATIONS
- Electoral Laws: All social media activity must comply with standards outlined by the NSW Electoral Commission.
- Account Authorisation: The Party authorisation line must be visible on all candidate social media accounts.
- Content Authorisation: During the campaign period, all branded content is legally considered political advertising. Ensure all posts, videos, and ads include the correct Party authorisation line.
- Paid Social Media Advertising: Candidates may use social media to advertise themselves or Party policies. All ads must be approved by the Party prior to running.
- Facebook & Instagram Advertising Disclaimer: Facebook and Instagram political advertising in Australia must be declared and include a disclaimer. Ensure your page is set up with the Party disclaimer, and all advertising is marked as "special ad category," indicating it contains social or political content.
- Memes: Unbranded posts, page shares and memes are not classed as political content. These posts will not require an authorisation line or disclaimer.
- Defamation and Libel: Candidates must avoid making defamatory statements about individuals, organisations, or other parties. Legal action can be taken against those who publish false or damaging statements.
- Copyright and Intellectual Property: Respect the intellectual property rights of others. Do not post copyrighted material without permission or proper attribution.
- Social Media Channels: Abide by the terms, conditions, conduct and community standards outlined by the social media platform in use.
4. SOCIAL MEDIA TONE
- Positive Representation: Candidates should represent the Party's values and policies in a positive light. Content should aim to focus on Party policy, campaign updates, and constructive dialogue with constituents.
- Engagement and Responsiveness: While it's important to engage with followers and respond to questions or concerns, candidates should do so thoughtfully and avoid getting drawn into unproductive or hostile exchanges.
5. CRISIS MANAGEMENT
- Addressing Controversy: Should you become involved in a social media controversy, please seek guidance from the Party before responding. Swift, transparent, and measured responses are crucial in managing public perception.
- Trolls: Candidate pages may attract trolling. If this happens, don’t take it personally. To handle trolls, you may:
i. Delete comments or
ii. Hide comments (the troll may not know their comment is hidden, making this a more effective approach). - Account Security: Candidates are responsible for securing their social media accounts. You may add content creators and admins but keep this to a minimum. Use strong passwords, enable two-factor authentication, and remain vigilant against phishing and hacking attempts.
6. SOCIAL MEDIA CHANNELS
- Candidates are encouraged to engage across various social media channels, such as Facebook, Twitter, Instagram, Telegram and TikTok to reach a broader audience and maximise your campaign's impact. Please consider the demographic and target market differences in platforms and adapt your content to suit.
- Competitors: Research and follow your political competitors, this may help you develop an understanding of what is resonating with voters in your electorate.
7. PERSONAL VS. CAMPAIGN ACCOUNTS
- Clear Distinction: Candidates should maintain a clear distinction between personal and campaign-related social media accounts. Personal opinions shared on private accounts should be clearly distinguished from official campaign positions.
- Content Sharing: Avoid sharing content on personal accounts that could reflect negatively on the campaign or the Party. Even on personal accounts, candidates are expected to uphold the Party’s values.
8. ACCOUNT CREATION
- If needed, the Party may create social media accounts for you. During the campaign, you will be given content creation rights and the ability to add helpers to manage your account. Accounts created by the Party will remain the property of the Party.
9. PRE-EXISTING OR CANDIDATE CREATED SOCIAL MEDIA ACCOUNTS
Candidates who create their own accounts or choose to use their existing social media accounts may use them for the duration of the campaign if they:
- Get clearance from the Party.
- Ensure previous content complies with Party guidelines.
- Change existing account names to reflect the campaign.
- Follow NSWEC and Party policies, including required authorisations and disclaimers.
- Post-Campaign Requirements: If unsuccessful, you must delist your social media channel or remove all Party name references from your accounts within 21 days of the completion of the campaign. Successful candidates may continue using these social media accounts for their term as an elected representative of the Party.
- Grant administrator access to the Party for the duration of the campaign. This is so abandoned or neglected accounts can have Party references removed post-campaign. The Party will not in any circumstance assume ownership of the account.
10. MONITORING AND ENFORCEMENT
- Page Admins and Content Managers: You may enlist help to assist with managing questions and comments on your page. Volunteers or paid employees working in this capacity must also adhere to the Party social media policy.
- Regular Monitoring: The Party will regularly monitor candidates' social media activity to ensure compliance with this policy.
- Violations: Any violations of the policies outlined in this document may result in disciplinary action, including, but not limited to, delisting social media channels or other sanctions as determined by the Party.
11. SOCIAL MEDIA COMMENTARY:
- Commenting on Other Pages: As a candidate, you are encouraged to comment on other social media pages to increase your visibility and engage with constituents. Focus on relevant Party policies and adhere strictly to the code of conduct.
12. SOCIAL MEDIA CONTENT
- Content: The Party may provide a base level of branded Party content for the duration of the campaign. Candidates may choose to have this content added automatically to their accounts through the Party’s social media management tool.
- Party Assets: Candidates will have access to a library of Party assets for the duration of the campaign. Additional campaign marketing material created or distributed by candidates must adhere to the Party Brand Guide to ensure a uniform and professional image.
- Canva: Candidates and/or their helpers are encouraged to sign up for a free Canva account. Party assets such as fonts and templates may then be shared with candidates and their team for the creation of additional social media content.
- Support: Candidates may seek support from the Party for advice on social media strategies, content creation, and crisis management. If you’re unsure about content, please check prior to posting.
13. CONCLUSION
Candidates are representatives of the Party and should use social media in a way that positively reflects the Party’s values and goals. By adhering to this policy, candidates will contribute to a respectful and effective campaign, enhancing the Party's reputation and electoral success.
Do you agree to abide by the "Social Media Policy" above?