Advanced search

Digital Diplomacy

Communication Directorate
London 15:35, 28 Jan 2012

Social media policy

This policy is about setting up new social media channels. You can also read our guidance on staff participation in online social media.

To take advantage of official social media channels, you will need to read the following policy and the relevant sub-guidance (Blogs, Twitter, Video, Forums), prior to submitting a business case to the Digital Diplomacy Group.

Social media tools on FCO websites

The FCO web platform (including our "ukincountry" sites) is the default home for all Foreign Office web content and our FCO websites remain the default home for our current and future FCO-branded social media functionality.

We are continually developing new functionality on the FCO web platform. This benefits everyone in the FCO who wishes to use it. But we do not insist on delivering content on our official websites if there are better ways to meet our objectives by providing content elsewhere.

Social media tools on others' websites

Sometimes it is beneficial for us to use tools and channels that are hosted on existing social media sites. The Foreign Office has several official (FCO-branded) social media channels on other people's websites.

  • Example: the Foreign Office and ukincountry YouTube and Twitter channels are official social media channels.

There may be occasions when we do need to create a new FCO-branded channel or tool using an existing social site in order to take advantage of new social media opportunities. We welcome bids from groups and posts to set up new FCO-branded channels (including for individual officers, as John Duncan has done). Each bid  for an FCO-branded social media channel or tool will need to have good answers to these questions:

  • What are the objectives, and who is the target audience?
  • Can these be met through functionality provided on the FCO web platform? 
  • Can they be met through digital outreach or participation? 
  • Can they be met though partnerships with others? 
  • Do we need an official off-platform channel? 
  • How can it be delivered in a way that enhances - and doesn't detract from - the existing digital presence?

Digital Diplomacy Group is responsible for all FCO online content. Staff who are considering establishing new FCO-branded social media channels need to consult us in advance. This is because Digital Diplomacy Group have a formal responsibility to the Director of Strategic Communications and the PUS to:

  • communicate the FCO digital diplomacy and social media policies, and ensure that they are followed
  • maintain the FCO online brand
  • be accountable for all FCO web content
  • integrate on and off-platform content as seamlessly as possible
  • coordinate all FCO digital channels during a crisis.

In return, Digital Diplomacy Group will provide help, advice, promotion and digital expertise, to ensure that FCO staff can make the most of social media opportunities.

Use our online form to apply for a new social media channel.

It is not our aim to set up lots of new official channels on 3rd party platforms. Nor is it useful for our target audience groups to create a plethora of official FCO channels that mirror our organisational structure. For example, people are more likely to be motivated to participate in a "climate change" conversation on Facebook hosted by an existing community, than to seek out conversations on an official British Consulate-General group on Facebook.

Social media sites that reflect the interests of their own social media community, rather than our own hierarchy, are much more likely to be effective.