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FAO and Twitter

About Twitter

Twitter – found at www.twitter.com – is a “micro-blogging” tool that lets users send out short (280 characters) posts to the Internet and mobile devices.

Twitter can be used in many ways. It can be a monitoring tool used for gathering information or tracking trends, as a messaging system for coordinating action among dispersed team members, or as a PR vehicle – to reach new audiences, build relationships with journalists or conduct viral marketing campaigns.

FAO’s presence on Twitter

FAO’s primary English language account is @FAO. Additional Twitter accounts focused on specific themes, areas of work, or regions are maintained by various programme entities and units, including decentralized offices, a practice that is encouraged by this policy provided the guidelines it contains are adhered to. The complete list is available from: https://twitter.com/FAO/lists/fao-twitter-accounts/members.

Event-specific twitter accounts are not allowed, while event specific hashtags are recommended. They enable those at the event (and sometimes those who couldn’t make it in person) to connect to one another, share information and experiences, and continue to network after the event. Event hashtags should be agreed in advance with OCC.

FAO’s policy on Twitter

For the Organization

In general, there are two main types of accounts that can be formally affiliated with a business or an organization such as FAO:

  • Company-sponsored “logo” accounts such as @FAO that represent an entire organization and are not overtly associated with any one personality.
  • Individual corporate accounts that identify the person running the account and are formally affiliated with an organization.

Twitter, like most social networks, often blurs the line between employees’ personal and professional lives. The purpose of this policy is to lay out some basic “rules of the road” that address the “blur issue” and help employees feel comfortable in their use of Twitter.

FAO-affiliated accounts should use the current authorized version of the FAO corporate emblem in compliance with emblem usage guidelines – contact OCC for advice or assistance.

Before establishing an FAO-affiliated account, please send a clearance request by email to OCC. You should be prepared to articulate:

  •  Your targeted audience
  • Specific objectives for the account
  • How the account will add value and complement existing FAO twitter accounts
  • Detailed description of content plan – how often will you post, what will be posted, etc.
  • What time and resources you will be able to allocate to account management

Units in decentralized offices should do the same via email.

A twitter account needs to be actively maintained - tweeting at least 2-3 times a day. Followers will expect an FAO account to be active and useful. If it isn’t, it can transmit a sense of neglect and even undermine trust in the Organization. Understand and plan for the time commitment involved before starting.

Thus, FAO accounts may be permanently removed due to inactivity over 2 months. Inactivity will be based on the date of the last tweet. OCC will contact the account managers before closing it.

Each FAO Twitter account should strive to occupy a unique niche, complementing but not repeating other FAO accounts. For this reason, it is important for account holders to monitor existing FAO Twitter accounts. Opportunities do exist for cross-fertilization, retweeting and sharing content, but retweets and similar tweets should add something new or valuable to the conversation.

The correct channel for “breaking” news or announcements, which have significant mass appeal or major political consequences, is via official FAO news releases. In cases where a press release is scheduled and staff are aware of it, tweets should not anticipate the release. In case of doubt, contact the FAO Media Office (OCCM).

FAO "logo-accounts" should aim to be authentic, human and personable but should not include irrelevant personal details.

In certain situations, Twitter accounts may be managed by short-term personnel or even volunteers. In such cases, it is crucial that the log-in credentials for the account be shared with a supervisor or other delegated staff member, and with OCC, so that they are not lost in the case of staff movements.

Staff using Twitter to coordinate FAO work should exercise discretion when discussing an internal topic or sensitive issues. Confidential information should be respected, as should embargoes on unreleased publications or other work in progress.

Tips on managing FAO's official Twitter accounts are available from: [AR] [EN]

For employees

Employees with private Twitter accounts are asked to abide by the following guidelines:

  • If available, choose a username that reflects your full name, in order to be easily found and remembered. Do not use FAO job titles (for example @ADGTomJones) for the Twitter handle. If you wish to differentiate your existing handle from your FAO handle, you may append ‘FAO’ to the end of the name (for example @TinaAdamsFAO). Consider using an instantly recognizable photo of your face instead of a logo. Please add a suitable cover image.
  • Employees are free to share with their personal Twitter followers anything they find interesting or topical from the FAO Web site or social media accounts.
  • Twitter bios can mention that an individual works for FAO but should also indicate that the account holder is not an official FAO spokesperson. One recommended way to do this is to add something like the following text to your Twitter bio: "Views are my own."

Please read the ground rules for use of social media at FAO.