Social Media Policy

This social media policy for the Canadian Bar Association (CBA) is designed to guide the staff and volunteer leaders of the CBA and its many constituent national and branch groups in their use of social media channels. It is a starting point for the development and refinement of social media policies to guide the staff and volunteer leaders of the sections and committees across the country. The policy includes guidelines in seven sections.

1.0 Who can post messages?

  • The CBA recognizes that all Canadians have the right to free speech and that social media channels are equally accessible to all. This policy does not seek to unduly restrict individuals’ use of personal social media channels. This policy does, however, provide guidelines for CBA employees and volunteer leaders who use personal social media channels. These guidelines are intended to enhance the reputation both of the individual and of the CBA.
  • In addition, this policy provides rules for the use of official CBA accounts in key social media channels (i.e., Facebook pages, Twitter accounts, YouTube channels and LinkedIn profiles).
  • Only members authorized by the CBA (e.g Branch and National Section and Committee volunteers and CBA staff liaisons, Communications department staff and designated spokespeople) may use official accounts established by the CBA to post messages about the Association and its activities

2.0 What is the approval process for official CBA communications?

  • The approval process for official CBA communications (e.g. news releases, presidential messages, notices) posted to official CBA accounts is the same as for other communications activity.
  • The CBA recognizes that one of the defining features of social media channels is the speed at which information circulates. There will be times when a quick response is required, which the standard approval process cannot accommodate. In these instances, authorized members of the Communications staff may post messages to official CBA accounts without requiring further approval. These messages will be limited to:
    • Messages of thanks to individuals who compliment the CBA or pass along its messages
    • Corrections to factually incorrect information posted by others (e.g., wrong dates and times for events, incorrect URLs, incorrect pricing information)
    • Reminder messages on topics already approved using the standard approval process.

3.0 What topics may be discussed in social media channels?

3.1 Policy governing official CBA accounts

  • An official CBA account is one that is clearly identified as representing the CBA, its branches, sections or committees. These are distinct from the personal accounts of individuals employed by the CBA or individuals who serve as volunteer leaders for the CBA. Generally speaking, official CBA accounts on social media channels should not be used for topics that are volatile and subject to strong backlash except where supported by approved CBA policy. These volatile topics can include:
    • Information based on personal opinion rather than the organization’s official position
    • Information based on speculation
    • Information that negatively portrays an existing community (e.g., ethnic group, nationality, gender, occupation, etc.)
    • Information that deals with popular celebrities
    • Information that deals with strong human emotions
  • Messages posted to official CBA accounts must be consistent with the CBA Spokesperson Policy, the overall position of the CBA and with other online and printed sources of information we provide.
  • Messages posted to official CBA accounts must be factually correct, up-to-date, and presented in a professional manner that enhances the overall image of the Association and the profession.
  • Messages posted to official CBA accounts should be focused on delivering value to our members and enhancing the image of the CBA and the legal profession. These can include:
    • Announcements of upcoming CBA events, publications and releases of position papers
    • Links to new web content that delivers valuable knowledge to our members
    • Links to media releases and media coverage in which the CBA acts as the voice of the legal profession
  • Where relevant, postings should include links to materials on the CBA website.

3.2 Policy governing accounts for employees of the CBA

  • Although individuals are free to express themselves using personal accounts, this should be done in a manner which reflects the fact that employees of the CBA have a responsibility to represent the Association and its members. In legal terms, employees have a duty of loyalty to the CBA and must uphold this duty when using CBA media channels and when using personal social media channels on their own time.
  • Messages posted to CBA media channels and personal accounts by employees of the CBA must be consistent with the CBA’s Public Relations Policy and the Employment Policy, including, but not limited to the CBA Workplace Harassment Policy and the Rules of Conduct of Computer Use. Posting messages that run counter to these policies could be cause for dismissal of an employee. This includes, but is not limited to, comments that are threatening, injurious or defamatory to the CBA, its leadership, members and staff.
  • CBA staff are advised to be careful of the details, text, photos and video posted to profiles on Facebook, LinkedIn and other social networks. These sites can be searched by others, and there are media reports of people losing a job due to photos or comments they posted on a social media site. It is recommended that you craft everything you post with the assumption it can be read by anyone, including your colleagues and managers.
  • By nature of the business, CBA staff are always on the record, and must always represent the CBA core values. Any member of the CBA staff who is writing about the undertakings of the CBA on their personal accounts must use some variation of the following disclaimer: “The views expressed here are those of the writer and should not be inferred as those of the Canadian Bar Association.” Writing in the first person will also help to clarify that the views are those of the individual and not the CBA. As you do, remain mindful of your duty of loyalty. CBA staff must always speak respectfully about the CBA, its leadership, its employees, and its members, and do not reveal information that may be considered confidential or proprietary, or would otherwise compromise CBA’s policy or public positions. If you are writing about or displaying internal happenings that might be considered to be a breach of employees’ or members’ privacy and confidentiality, seek their permission before posting.

3.3 Policy governing personal accounts for volunteer leaders of the CBA

  • Although individuals are free to express themselves using personal accounts, this should be done in a manner which reflects the fact that volunteer leaders of the CBA have a responsibility to represent the Association and its members.
  • Messages posted to personal accounts by volunteer leaders of the CBA should be consistent with the CBA’s Public Relations Policy. Posting messages that run counter to this policy will be dealt with on a case by case basis and could result in the loss of the leadership position for that volunteer.
  • Any volunteer leader of the CBA who is writing about the undertakings of the CBA must use some variation of the following disclaimer: “The views expressed here are those of the writer and should not be inferred as those of The Canadian Bar Association.”

3.4 Policy governing all accounts

  • Information that is the intellectual property of the CBA can only be posted to official CBA accounts and only with full authorization using the standard approval process. (For clarity: Mentioning on your personal channel that you are a CBA member is permitted.)
  • All postings, whether on official CBA or personal accounts, must respect all laws regarding discrimination, copyright, defamation, privacy and libel.
  • Information that is confidential should never be revealed.
  • Messages that include gratuitously derogatory statements, off-colour humour, sexual innuendo, or personal insults, cannot, under any circumstances, be posted to official CBA accounts. Volunteers and employees should consider the effect on their reputation and, by extension, that of the CBA, of posts on personal accounts with references to drug or alcohol abuse, profanity, off-colour or sexual humour, personal insults, discriminatory slurs, or obscenity. If it is determined by the CEO or the Branch Executive Director that a post on a personal account with this content poses a material 4 The Canadian Bar Association –Social Media Policy risk to the CBA’s reputation, the reputation of a volunteer, or to the ability of a staff member to perform their job, the employee responsible for the post will be subject to sanctions contained in the CBA Human Relations Policy or appropriate Branch Policy. Volunteer posts will be dealt with on a case by case basis.
  • Anything you write or post online can be shared beyond the specific online community with which you are involved. Therefore, craft everything you post with the assumption it can be read by anyone.
  • Except when approved by either the national CEO or the Branch Executive Director, no member of the CBA staff or volunteer should use their position within the CBA to endorse or promote a product or a business.

4.0 When can the CBA logo be used?

  • The CBA logo can only be used on official CBA accounts, in keeping with our brand identity manual.
  • Under no circumstances should the logo be used on any personal account. The CBA does recognize that when individuals re-tweet or “like” postings on the official CBA accounts, the CBA’s website, or an official CBA LinkedIn account the CBA logo may at that point appear on the individual’s posting. This is an acceptable use of the CBA logo.

5.0 How are social media channels to be monitored?

  • The CBA social media channels shall be monitored regularly.
  • Monitoring the official national CBA social media channels shall be the responsibility of CBA Communications.
  • Monitoring channels for sections, task forces and committees, shall be the responsibility of the volunteer appointed by the group or the Staff Liaison appointed at the discretion of the Branch Executive Director or the National CEO.
  • Monitoring channels authorized by the Branch Executive Director shall be the responsibility of the Branch.
  • Monitoring may include observations on (a) misuse (b) incorrect information, and (c) any emerging issues and critics.
    1. Incorrect information should be corrected as soon as possible, using the social media channels and if warranted, other channels available to the CBA, such as newsletters, member emails and the website.
    2. Emerging issues, misuse and critics should immediately be brought to the attention of CBA leadership. For Branch channels, these should be brought to the attention of the Branch Executive Director; for national channels to the Staff Liaision.
    3. It is recommended that traffic patterns be maintained on a monthly basis where feasible to provide metrics for Communications policy.

6.0 Under what circumstances should the CBA respond to criticism?

  • Before joining any online conversation, be sure you understand the topic and the history of the conversation.
  • If the criticism is particularly outrageous (i.e., satire, joke, rage or rant), it should be monitored but not responded to through official CBA accounts.
  • If the criticism is from a source with a pattern of outrageous content (and, hence, limited credibility and influence), it should be monitored but not responded to through official CBA accounts.
  • If the criticism is thoughtful and reasonable, consideration should be given to using official CBA accounts to clarify the CBA’s position on the issue.
  • If the criticism is from a credible and influential source, consideration should be given to using official CBA accounts to clarify the CBA’s position on the issue.
  • If the criticism is from a credible individual who is dissatisfied with the quality of a product or service received from the CBA, consideration should be given to reaching out to the individual through social media and personal communication channels to rectify the situation.
  • Any response through official CBA accounts will be subject to full approval through the standard approval process.
  • Any response is subject to the guidelines articulated in sections 1 through 7.

7.0 Individual CBA Sections and Committees

  • The CBA recognizes that individual sections and committees within the CBA either currently are using social media channels or are contemplating doing so.
  • Social media channels can be an excellent avenue to reach out to members and potential members as part of CBA business.
  • In keeping with this policy, branches, sections and committees are encouraged to use Twitter and LinkedIn as a means to reach their members and professional members. Facebook does not provide guarantees on how information posted on its platform is used. Given privacy concerns, it is recommended that Facebook be used only to promote activities, events, programs and initiatives for members and the public.
  • Individual groups of interest should not use social media channels to reach the news media, governments and the public.
  • Efforts to reach the news media, governments and the public reside with the National or Branch Communications department or Executive Director and the CBA’s official accounts on social media channels.

7.1 Authorization of CBA social media accounts

  • All branch and national sections and committees wishing to establish a CBA social media channel must apply for authorization through their staff liaison to either the Branch Executive Director, their section or committee Director, or to the Senior Director of Communications.
  • Authorization is at the discretion of the Branch Executive Director or the CEO.
  • For CBA approval of a social media channel, the request should include a plan which explains:
    • The nature of the messages they wish to post;
    • The frequency with which they propose to post;
    • The channel they propose to use;
    • The resources they have available to post;
    • The name of the volunteer appointed by the group or the Staff Liaison appointed at the discretion of the Branch Executive Director or the National CEO who will monitor the channel; and
    • The nature of the audience they intend to reach.
  • All that receive CBA authorization will be subject to all of the requirements in this policy.
  • Failure to comply with the requirements of the CBA’s social media policy may result in the loss of authorization to use those channels.