Don’t ask me who owns the Facebook account that the main anchor started 3 years ago because the News Director told him to. The lawyers are still sorting that one out and legal precedent on social media account ownership is only beginning to emerge (see Phonedog vs Kravitz). Having worked in newsrooms as long as I did, what’s much more important to me is keeping the peace and giving managers and talent something to agree on (for once).
Here’s a step by step guide for managers on how to gain access to an employee’s social media account without starting a war:
Step 1. Profile or Page?
Twitter security is pretty cut and dry: either you have the password or you don’t. But with Facebook, a manager’s strategy for requesting access to an Anchor/Reporter’s social media account will depend on how that account is set up. First, determine which of these 3 scenarios you’re working with for each employee:
A: Personal Profile with Subscribers and Friends: Facebook is clear in this case that all rights/ownership of the account belong to the Personal Profile’s namesake owner. Managers can’t request access because Facebook does not support a multiple admin structure for Personal Profiles. As a result, there is very little that a manager can do to assert any ownership or control over someone’s Personal Profile.
B: Two Personal Profiles: If a reporter/anchor has set up two different Personal Profiles (one they use “for work” and one for “personal), then Facebook is also very clear that this is against its Terms and Conditions. A manager should encourage the employee to migrate the “work” Personal Profile into a Fan Page. Here’s how (note that all posts, photos and account info will be lost).
C: Personal Profile and a Fan Page: If the employee set up the Fan Page, chances are they haven’t given management admin access. But managers should obviously check to be sure. Next, check to see if the Fan Page is using station branding. And finally, determine if the station is promoting the Fan Page in any way (linking from the website, allowing mentions on-air). Then, see Step 2.
Step 2: Friend or Foe?
Once you know what you’re working with, it’s time to make a decision. Here are your choices:
A: Call your lawyers. Assert that the company owns the accounts and demand the passwords. Remove the employee’s direct access. And then call your lawyers again.
B: Quid Pro Quo: Agree to promote the Fan Page/Twitter account and allow use of company branding (ie your logo or call letters) ONLY if the Anchor/Reporter gives management access to the Fan Page and Twitter account during the time they are employed by the company and ONLY if the Anchor/Reporter agrees to follow the company’s social media rules on content and brand promotion. When they leave, they get to take the account with them and can feel free to remove managers’ admin access and change the passwords.
Step 3: Get it in writing.
Whatever you decide, make sure you have a clear social media policy or contract that explains the rules and is signed by employees and management.
For managers who would prefer to avoid this debate altogether, it’s best to create a better plan for incoming employees. In most cases if the Anchor/Reporter is coming into your newsroom without a significant presence on social media, then it’s best for a manager to create a Facebook and Twitter account for them from scratch. However, if a new reporter or anchor (or writer) already has a large social media following, then it may make sense for the newsroom to leverage that audience. This will only be a productive partnership if the new employee is willing to follow management rules (content, branding etc) in exchange for the newsroom’s promotion of the account. And again, in all cases…get it in writing!
If you have any questions about social media strategy or you’d like to find out more about how SocialNewsDesk is helping its clients with their social media security, contact me @kimsnd!
Shelley D.
August 17, 2012 at 11:39 am
My question is this — What if you created the page long before the company even acknowledge the need for it, managed it, grew it, designed apps and logos for it now that it’s successful the newsroom wants access to it? I’ve managed my page for years without help from them and now they want to get admin rights to it. I’ve never demonstrated any activity on the page to detract from the company’s image and have shown great responsibility in managing and updating it constantly. Why should I allow them access now? Especially since an admin can remove other admins without notice.
Kim Wilson
August 17, 2012 at 11:50 am
Shelley – that’s a great point. And in reality you probably don’t have any responsibility to turn it over to your managers in your specific case. I think it’s about compromise. Ideally, I would recommend that you and your managers have a written agreement that gives your managers temporary admin access to the page for the duration of your employment but states that you own the page and when you leave the newsroom you keep it. So legally, they couldn’t really change the admins without your permission. If you’re already following their rules as you said, then it really won’t change much for you other than giving your managers some peace of mind and avoiding a war. And remember that if you can come to a compromise, you’re more likely to get your managers’ help in continued promotion of your Page which can only help you. Thanks for reading my blog.
Shelley D.
August 17, 2012 at 12:00 pm
Thanks for your input. Their ‘all of a sudden’ interest sparked a sense of paranoia for me, just knowing how they operate and manipulate other employees. We have had one brief conversation where I expressed there is no need for them to have admin access and they have requested a future meeting but haven’t set a date. Which leads me to think they are consulting their lawyers. Your input will help me develop my case. Thanks for the quick response – Shelley.