Page 14 - Approved Social Media Framework and Guidelines

Responsiveness: This indicates the how often would the pages/information be updated, in

what manner would the responses be posted, what would be the turnaround time of
responses etc. The major attraction of social media is the spontaneity and immediacy of
response and feedback and those visiting the site would expect the some kind of response
within a pre-defined time limit.

As far as possible, it is important to state upfront the scope of response – given/not given,
type of response – official/unofficial, response time – 1 day/1 week etc. so that expectations
are set correctly. Some of the ways to ensure timely response is Email integration i.e. email
writing, list management, list building, proper lead direction so the right internal person
takes actions on leads in a timely fashion and Daily management/maintenance of social
media platform messages, customer contacts, etc.

Response: While creating a policy for responses, it may be noted that -

· Not all posts/comments need to be responded to immediately and individually. Also,
wherever a response is required all posts should be kept short and to the point.

· While employees are free to post response in their personal capacity, it is mandatory
that while they are doing so, they must clearly identify themselves, confidential information
must not be divulged and should not be seen to represent “official view” unless authorised
to do so.

· Another important aspect that needs to be addressed is the Escalation Mechanism.

There has to be a defined hierarchy not only of responses but also of
queries. For example, the comments and queries may be classified as
routine – for which a Frequently Asked Question (FAQ) and Fixed
Response Format (FRF) may be applied.

The next level may be queries/comments related to
projects/programme, for which no separate official response may be

needed because all relevant information may be available in the
public domain and the query may be responded accordingly.
The next level of query/comment may be more specific where an
“official” response may be needed. Such a categorization will help

organizations in streamlining their responses.

Finally, there should be congruence between responses posted on
social media and those in traditional media.

5.1.3.3. Resource Governance
Allocation of Resources: Since using social media is a resource intensive exercise, it is

important to ensure that resources and their responsibilities are clearly marked out very
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