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City of Newport News Section 1410
Personnel Administrative Manual Effective January 1, 2021
V. ADDITIONAL TIPS
A. Be timely
• When responding to comments and posts, do so in a timely fashion and with an
accurate response. Not all posts; however, require a response.
B. Be regular
• Establish a habit of posting regularly to social media accounts. On the other hand, don’t
inundate your audience with excessive and/or irrelevant messages.
C. Be transparent
• Your honesty, or dishonesty, will be quickly noticed in social media environments.
D. Perception is reality
• In online social networks, the lines between public and private, personal and
professional can be blurred. Just by identifying yourself as a Newport News employee,
you are creating perceptions about the City. Be sure all content associated with you is
consistent with your work and with the City’s values and professional standards.
E. Be judicious
• All statements must be true and not misleading and all claims must be substantiated
and approved. What you publish will be around for a long time, so consider the content
carefully. Don’t publish anything you wouldn’t want your family, coworker, clergy, or
supervisor to read!
F. Your responsibility
• What you write is ultimately your responsibility. Participation in social computing on
behalf of the City is not a right and access may be removed. Postings need to be taken
seriously and with respect.
G. It's a conversation
• Talk to your readers like you would talk to real people in professional situations. Avoid
bureaucratic or formal language. Don't be afraid to bring in your own personality.
Consider open-ended content that invites response and comments. Stay professional –
don’t be combative.
H. Bring it back
• Whenever possible include links on social media sites that direct users back to the
City’s website for more information.
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