BASIC PRINCIPLES AND ETHICS OF SOCIAL MEDIA PRACTICE

Being a Paper presented at a one-Day Training Workshop on Effective Information Management on the Social Media Platform on February 20th 2013 under the Distinguished Chairmanship of Deacon Markson Fefegha Hon. Commissioner for information & Orientation

Theme: Effective Information Management on the Social Media Platform

Venue: Banquet Hall, Government House-Yenagoa Date: February 20th, 2013 Special Guest of Honour: His Excellency, Hon. Seriake Dickson, the Governor of Bayelsa State

Chief Host: Comrade Idumange John Senior Special Assistant to the Governor of Bayelsa State on Research & Social Media

Introduction: In an info-tech age where the cyber space is king, the role of Social Media as the first line of defense of government policies is not in doubt. This role has become more imperative because of the growing consensus, and compelling evidence, that the quality of governance is a key determinant of sustainable economic growth, wealth creation and poverty reduction. Research evidence has demonstrated that on average, countries with better governance grow faster than others and the principal elements of Transparency, responsiveness and accountability are central tenets of effective governance. The world over, there is increasing recognition that citizen involvement is critical for enhancing democratic governance, improving service delivery, and fostering empowerment.

Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. It is well understood that the media are not confined to print and broadcast. With the rapidly changing and converging technologies, new media, especially the 'social media' are also becoming part of everyday life of the informed netizens.

Even in the advanced democracies, ability of citizens, civil society organizations and other non state actors to hold the state accountable and make it responsive to their needs has gained currency since the age of the internet has simplified communication. The demand for good governance aims to strengthen the capacity of NGOs, the media, local communities, and the private sector to hold authorities accountable for better development results.

A few years ago, journalists might have been tempted to simply hold back from social media engagement, keeping any posts bland and inoffensive — or perhaps not joining Facebook or Twitter at all. But now, social media cannot be ignored as a crucial tool for reporting and connecting with readers and advancing your own career. A George Washington University survey of journalists' research tools found that 89 percent use blogs, 65 percent use social networks and 52 percent use microblog sites like Twitter.

Ethical Dilemma of Social Media Practice So many people around the world have developed fear for the use of social media because of the unethical practices that go with it. Even in far-flung Latin America, some people demonize social media as the gateway to hell. In Nigeria, there were failed attempts to ban the use of social media because of the burden of openness it places on political office holders. In fact, some have conceptualized social media as a potent force that can chase chastity out of our sane, civil society. Mark Zuckerberg the inventor of facebook said this much: “I think that more flow of information, the ability to stay connected to more people makes people more effective as people. And I mean, that's true socially. It makes you have more fun, right. It feels better to be more connected to all these people. You have a richer life”.

Vivek Kundra (2011) in his Building the Digital Public Square asserted that”…at the forefront of a new era of government is the Social Media driven by the internet, which creates unfettered access to government. Through these advances, constituents can hold their governments accountable from the privacy of their homes. The DC is bringing people closer to government, through collaborative technologies like wikis, data feeds, videos and dashboards” Farzana Nawaz ( 2010) holds the belief that the use of ICT is a cost-effective and convenient means of using transparency to reduce corruption.

Ten best principles of social media practice 1. Traditional ethics rules still apply to the social media.

2. Assume everything you write online will become public.

3. Use social media to engage with readers, but professionally.

4. Break news on your website, not on Twitter. 5. Beware of perceptions. 6. Independently authenticate anything found on a social networking site.

7. Always identify yourself as a journalist. 8. Social networks are tools not toys. 9. Be transparent and admit when you're wrong online.

10. Keep internal deliberations confidential. Some basic principles of social media practice include:

(1) OBJECTIVITY: The Social Media Constitutes a very dynamic aspect of the mass media .One of the features of journalism Practice is objectivity- that is to report an event, or a story based on facts and without bias. Objectivity means report the event or story as it is without fear or favour. Social Media practitioners must be objective to avoid libel and its attendant legal challenges.

(2) STRATEGY: The Social Media is a dynamic enterprise that requires investigation, clarity, strategy. Every Social Media Practitioner should be trained to acquire investigation capabilities, research skills, technology of the media and a fairly good knowledge of how governmental institution work. Social Media actors should be able to define the purpose of posting a story or a report, or publishing news/opinion. Therefore defining the purpose is very critical to social media practice.

(3) ETHICAL CONSIDERATIONS: Journalism at all levels and in all climes must take account of some ethical issues. Ethical commitment is necessary for all well-crafted and well-researched and responsible journalism. This is why Social Media Practitioners should avoid the use of vulgar languages; the dissemination of obscenity such as pornographic materials on facebook, MySpace, YouTube. Google +, badoo, and any other Social media Practitioner should not post or published pictures of people with sexually provocative dresses; nude pictures or sex related videos. Similarly, Social Media Practitioners are expected to be careful when culturally contemptuous issues and religiously sensitive matters are being reported. Recognizing the sensitive nature of religious, and culture, such matters should be reported with utmost caution. There are laws in the Nigeria Constitution that control and outlaw obscenity in order to uphold and maintain public morality. There is also a huge range of laws in media law and ethics that prevent snooping divulging of office secrets and pornography. Social Media Practitioners should also get themselves acquainted with literature on media law and ethics, plagiarism is also an offence. Bloggers should at all times cite authorities of such works/write-up and ideas are not original.

(4) GENUINENESS: Communication is like pouring out ones inner intentions. Social Media Practitioners and bloggers always speak their mind outline in matters of socio-economic and political importance. Some comments are usually made without verification, as some verses are borne out of political idiosyncrasies. This has become a huge challenge because there are no standard guidelines for bloggers and practitioners .Therefore if the intention of a social Media actor is not genuine soon; it degenerates into monumental errors not consistent with the principals of accuracy, verifiability and transparency.

(5) RUMOURS & UNCONFIRMED REPORTS: At no platform does rumour and unconfirmed reports spread like wild fire as in the Social Media. On the social media platform, spread puts pressure on bloggers to publish their stories, most often with half truths, and outright falsehood. False reports circulate the main media with incredible speed via Twitter, YouTube, Face book, blogs and cell phones. Even major news organizations too often pick up rumours online and spread them with amazing speed. Distorted reports and rumours causes panic, accidents and ultimately chaos. This is why Social Media actors to be meticulous, circumspect and very careful in reporting “live” events such as sports, accidents, braking stories and riots. We should ask question around a particular subject that is reported by a person who is anonymous. We must guard against the use of social media. Again rumours are more attractive because of the rapid decline in the leadership of mainstream media, as the newsroom has continued to shrink. Those who engage in entrepreneurial journalism tend to peddle rumours to score political points.

(6) ETHICS OF IMAGES: With sophisticated technology such as Photoshop, some bloggers manipulate images such as photographs, video clips via wireless technology .Social media actors and bloggers in the cyber space should be weary of capturing, manipulating or transmitting such materials. There are traditional principles of photojournalism that forbids the indiscriminate use of photos, images and videos. The deliberate manipulation of image or with a view to causing mischief, or to tarnish a person's image or course disaffection or bring a person to disrepute is a crime and actionable in a court of law. This should be avoided.

Before you use a video or a photograph, you may pose questions like: What is the source of the video or photograph? Who wrote the comment and what was the motivation for posting it?. Does the source have the legal right to the material posted? Did that person take the photograph or capture the video? Has the photograph or video been manipulated? Have we checked to see if the metadata attached to the image reveals that it has been altered?

(7) ANONYMITY: Anonymity is accepted more readily online than in mainstream news media. Newspapers usually require the writers of letters to the editor to identify themselves. Codes of mainstream media ethics caution journalists to use anonymous sources sparingly and only if certain rules are followed. The codes warn journalists that people may use anonymity to take unfair or untrue “photo shots” at other people, for self-interest reasons. Online, many commentary and “chat” areas do not require anonymity. Online users resist demands from web site and blogs to register and identify them. Anonymity is praised as allowing freedom of speech and sometimes helping to expose wrong doing. Critics say it encourages irresponsible and harmful comments. Mainstream media contradict themselves when they allow anonymity online but refuse anonymity in their newspapers and broadcast programs.

8. TRUTH AND FAIRNESS: Social media comments essays and postings should meet the same standards of fairness, accuracy and attribution that you apply to your on-air or digital platforms. Information gleaned online should be confirmed just as you must confirm scanner traffic or phone tips before reporting them. If you cannot independently confirm critical information, reveal your sources; tell the public how you know what you know and what you cannot confirm. Don't stop there. Keep seeking confirmation. This guideline is the same for covering breaking news on station websites as on the air. You should not leave the public “hanging.” Lead the public to completeness and understanding of whatever you are trying to buttress.

9. ACCOUNTABILITY & TRANSPARENCY: We should not write anonymously or use an avatar or username that cloaks your real identity on newsroom or personal websites. You are responsible for everything you say. Commenting or blogging anonymously compromises this core principle. Actors and practitioners are advised to be careful when you are writing, Tweeting or blogging about a topic that you or your newsroom covers. Editorializing about a topic or person can reveal your personal feelings. It therefore follows that Biased comments could be used in a court of law to demonstrate a predisposition, or even malicious intent, in a libel action against the news organization, even for an unrelated story. We need to be careful when registering for social network sites. Pay attention to how the public may interpret Facebook information that describes your relationship status, age, sexual preference and political or religious views.

Also keep in mind that when you join an online group, the public may perceive that you support that group. Be prepared to justify your membership. We should avoid posting photos or any other content on any website, blog, social network or idea/photo sharing website that might embarrass you or undermine your journalistic credibility. Bloggers and journalists who use social media often engage readers in a lively give-and-take of ideas. Never insult or disparage readers. Try to create a respectful, informed dialogue while avoiding personal attacks.

What Social Media has Achieved in the Restoration Administration

The 'social' is more important than the 'media'. And the 'social' is harder to do. You can start tweeting in minutes without really thinking of why, what and how to tweet. At best, it will be hit and miss. At worst, it will backfire at you. Social media creates an open dialogue not only between government and citizens but also between different government agencies as well. Social Media provides critical information on government policies and helps to uncover corruption. It is a powerful for mobilization, policy articulation and anti-corruption. On balance, the Governor Dickson administration has used the instrumentality of Social Media to promote transparency and good governance in the following areas:

1. Putting the policies, plans and programmes of government on the cyber space including online publishing websites.

2. Monthly transparency briefing 3. Open-budgeting system 4. Transparent award of contracts 5. Accountability of government income and expenditure

6. Verification of pay vouchers & weeding out of ghost workers

7. Drastic reduction of wage bill 8. Reconstitution of the e-Governance & Due Process Bureau

9. Re-organization of the Central Treasury; Internal Revenue Board; SUBEB

10. Repositioning the price intelligent unit 11. Establishing synergy with MDAs to provide updates on their activities.

12. Encouraging principal officers of government to use the social media for reporting their achievements.

13. Encouraging Council Chairmen to be render account on a monthly basis to the people

14. Projecting the image of Bayelsa State during the Ist African Conference on New Media & Good Governance.

15. Enforcing the policy of Zero tolerance for corruption, among others.

16. Effective reportage of government events including VIP ceremonies

17. Informed and in-depth articulation of government policies, plans and programmes etc

18. On the spot reporting during several bouts of the project and good governance tours in the State.

19. Debunking vile and distractive rumours against the good and people-oriented policies of the State.

20. Undertaking the Flood Damage Incidence Index Inventorizarion during which vital data were collected for flood impact reporting, etc

Frankly, Governor Henry Seriake Dickson has within 365 days laid the building blocks for a Social Media Revolution in Bayelsa State. Indeed, we are at the threshold of cyber-revolution and the Restoration Administration is determined to provide much-needed leadership.

Conclusion: In the new age of Facebook, Twitter, Pinterest, LinkedIn and Foursquare, there are fewer clear-cut do's and don'ts when it comes to social media ethics for practitioners. Global news organizations such as AP and the Wall Street Journal have written policies to guide their employees in handling social media interactions, but even those documents are just a starting point. The dearth of ground rules has thrown the cyber space into some ethical dilemma-which does not by any ounce diminish the importance of social media in the info-tech revolution of our time.

Mark Zuckerberg himself agrees that “By giving people the power to share, we're making the world more transparent. No one has done a study on this, as far as I can tell, but I think Facebook might be the first place where a large number of people have come out. We didn't create that - society was generally ready for that. I think this is just part of the general trend that we talked about, about society being more open, and I think that's good”.

Zuckerberg's facebook is particularly advantageous because it is used for the following:

1. FACEBOOK IS USED FOR NETWORKING 2. TO MAKE FRIENDS, SHARE IDEAS AND FIND DATES 3. ENHANCES GROUP STUDY & COLLABORATIVE INTEGRATIVE LEARNING:

4. FOR BUSINESS TRANSACTIONS 5. FOR CHATING & WATCHING VIDEOS 6. FACEBOOK PROVIDES UPDATES: 7. REDUCES THE COST OF COMMUNICATION Social media has come to stay. Therefore the platform should be viewed by the governments as a tool for effective governance, transparency and accountability. It is also a good tool for governments to communicate effectively with their citizens. Like their counterparts in the mainstream media, Social Media aggregators can greatly promote efficiency, effectiveness and integrity. Here lies my admonition: Bloggers should not BLOCK the views of others with informed opinions; Facebook is inherently viral and those who use the platform should do so with the objectivity and fairness deserving of a good journalist; tweeter should tweet with conscience; and those who use images should have public morality in mind. Those who use youtube to stream videos should exhibit the highest ethical standards deserving of a civilized society.

While I enjoin conventional journalists to incorporate social media into the menu of their refresher courses, may the divine intelligence bless all social media practitioners, actors and bloggers who obey these simple rules of social media in the benefit of humanity and for the enhancement of communication in an age of globalization.

Your have been most indulgent and I thank you. Idumange John February 20th, 2013 SSA to the Governor of Bayelsa State on Research & Social Media