[Note: It is not the goal of this document to provide a step-by-step “how to” on creating and using the specific features of social media channels. Such guides already exist and can be found elsewhere. Additionally, social media changes regularly, so this document reflects the current guidelines as determined by the BSA and is subject to modifications and amendments from time to time as required.]
Most of the content on this page was taken from the National BSA Social Media Guidelines page. For the most updated guidelines, visit the above BSA link.
INTRODUCTION
It’s an exciting time to be part of the BSA for many reasons. One of those is that new communication vehicles now enable current and past Scouts and Scouters, as well those who are interested in participating or are just interested in Scouting in general, to communicate directly with each other about Scouting. Online social media tools such as Facebook, Twitter, and YouTube have made it possible for virtually anyone with an Internet connection to create and be part of online communities where people can discuss Scouting and share stories, photos, videos, and other types of media.
Although using social media is not a Scouting activity, their use to connect with others interested in Scouting can be a very positive experience. But the creation and maintenance of these channels requires forethought, care, and responsibility. For that reason, the Boy Scouts of America has developed the following guidelines to help you navigate the use of social media channels. These guidelines are a complement to the BSA’s existing Youth Protection policies and training.
SOCIAL MEDIA AND YOUTH PROTECTION
First, everyone should review and strictly adhere to the terms of service and existing guidelines outlined by each individual social media channel (e.g., Facebook, Twitter, YouTube, etc.). As is true for participation in Scouting activities, all Scouts and adult leaders should abide by the guidelines outlined in the Scout Oath and Law when participating in social networking. As with a Scouting activity, safety and Youth Protection should be a key focus. Staying true to the commitment of the BSA to be an advocate for youth and to keep children and their privacy safe, both online and off, should always be at the forefront of any considerations where social media usage is concerned.
To help ensure that all communication on social media channels remains positive and safe, these channels must be public, and all communication on or through them must be public. This enables administrators to monitor all communication and help ensure there is no inappropriate communication between adult leaders and Scouts or between Scouts themselves. Therefore, no private channels (e.g., private Facebook groups or invite-only YouTube channels) are acceptable in helping to administer the Scouting program. Private channels and private communication put both the youth and you at risk. If you feel the information you seek to share via social media channels should not be shared in public, you should not share that information via social media.
Abiding by the “two deep” leadership policy that governs all Scouting activities also applies to use of social media. Two-deep leadership means two registered adult leaders, or one registered leader and a parent of a participating Scout or other adult, one of whom must be 21 years of age or older, are required for all trips and outings.
As it relates to social media, two-deep leadership means there should be no private messages and no one-on-one direct contact through email, Facebook messages, Twitter direct messaging, chats, instant messaging (Google Messenger, AIM, etc.), or other similar messaging features provided through social media sites. All communication between adults and youth should take place in a public forum (e.g. the Facebook wall), or at a bare minimum, electronic communication between adults and youth should always include one or more authorized adults openly “copied” (included) on the message or message thread.
While all communication should be public and leaders should follow the two-deep rule while communicating via social media channels, it is recommended that as you and members of your group create personal social media profiles, the personal information on these profiles should be kept private (e.g., do not display your phone number, address, or personal email address on these profiles). It is recommended that any Scouts with personal profiles for social media make those profiles private so the Scout’s personal information is not accessible by the public. In creating personal profiles, everyone should familiarize themselves with and abide by the terms of service of the sites where they create and maintain personal profiles.
INTERNET SAFETY GUIDELINES
Any Scout units that plan to use social media should share the following Internet safety guidelines with Scouts, parents, and leaders, and all Scouts should abide by the following Internet safety guidelines and personal protection rules:
- Keep online conversations with everyone in public places, not in email.
- Do not give anyone online your real last name, phone numbers at home or school, your parents’ workplaces, or the name or location of your school or home address unless you have your parents’ permission first. Never give your password to anyone but a parent or other adult in your family.
- If someone sends or shows you email or any type of direct message/wall post with sayings that make you feel uncomfortable, trust your instincts. You are probably right to be wary. Do not respond. Tell a parent or trusted adult what happened.
- If somebody tells you to keep what’s going on between the two of you secret, tell a parent or guardian.
- Be careful to whom you talk. Anyone who starts talking about subjects that make you feel uncomfortable is probably an adult posing as a kid.
- Pay attention if someone tells you things that don’t fit together. If one time an online “friend” says he or she is 12, and another time says he or she is 14. That is a warning that this person is lying and may be an adult posing as a kid.
- Unless you talk to a parent about it first, never talk to anybody by phone if you know that person only online. If someone asks you to call—even if it’s collect or a toll-free, 800 number—that’s a warning. That person can get your phone number this way, either from a phone bill or from caller ID.
- Never agree to meet someone you have met only online at any place off-line, in the real world.
- Watch out if someone online starts talking about hacking, or breaking into other people’s or companies’ computer systems; phreaking (the “ph” sounds like an “f”), the illegal use of long-distance services or cellular phones; or viruses (online programs that destroy or damage data when other people download these onto their computers).
- Promise your parent or an adult family member and yourself that you will honor any rules about how much time you are allowed to spend online and what you do and where you go while you are online.
GENERAL CONSIDERATIONS FOR SOCIAL MEDIA USE
For practical considerations, the BSA expects adults intending to use social media on behalf of Scouting to follow the following:
- Social media must be monitored. A qualified staff member or volunteer should have the responsibility of monitoring social media channels daily, and backup administrators/monitors should be designated so there is no gap in the monitoring.
- Integrate your communications. Create a strategy to surround your intended audience with your key message(s) through print, the Web, email, radio, TV, word of mouth, and social media.
- Talk to your audiences and let them talk to and about you. By posting content on a consistent schedule, you can tell your story and encourage conversations in the community.
- Social media takes a thick skin. Negative conversations are happening already, but now you have a voice in the conversation. Don’t delete negative comments unless they violate the terms laid out in the BSA Social Media Digital Contract.
- Be prepared to respond to negative or inaccurate posts if response is warranted. Some negative comments do not require a response, while others should be taken seriously and addressed. Factors such as the number of followers and the severity of the conversations should temper if and how you respond.
- Direct media inquiries to the appropriate person. Media inquiries coming through social media should be referred to the Scout executive or a designee for an official response.
- Be Scout-like. When disagreeing with others’ opinions, remain appropriate and polite. If you find yourself in a situation online that looks as if it’s becoming antagonistic, do not get overly defensive and do not disengage from the conversation abruptly. Ask your Scout executive or the designee for advice on how to disengage from the dialogue in a polite manner that reflects well on the BSA.
- Build trust by being open and transparent. Share information and what the challenges and opportunities are for Scouting in your community.
KEY SOCIAL MEDIA CHANNELS AND CONSIDERATIONS FOR USE
There are many social media channels available to users, and new channels are being introduced frequently. As such, it would be impossible to provide information on all of them. We will focus on three of the most popular and most applicable to Scouting. Those channels are Facebook, Twitter, and YouTube.
Final Thoughts
It is important to remember that all social media channels are, by nature, designed to be social, that is, shared with members of the public. As such, whatever social media activities you engage in should be completed with the understanding that the public will see them and may engage in an online dialogue with you as a result. You should not do anything on a social media channel that reflects poorly on you, other individuals in your council or unit, the Boy Scouts of America, or anyone else. Before posting any content on any social media channel, you should first ask yourself if that content is in keeping with the precepts of the Scout Oath and Law.
As an additional consideration, once created, social media channels and the content on them “live forever” on the Internet, sometimes even if the accounts have been deleted. That means social media channels created today may still exist five, 10, or 15 years from now, in some cases long after those who started them are no longer involved directly with Scouting. As such, considerations should be made regarding the transitioning of administration rights and duties if and when the initial administrators end their direct involvement in Scouting.
Also, organizations wishing to use social media must accept the fact that listening is just as important as speaking in these channels, and those wishing to participate in this space should be prepared to listen if they are to reap any value.
Social media can be a powerful tool for sharing the joys and triumphs of Scouting, but if not executed properly, it can be a detriment to everything Scouting represents. As such, engage in social media activities wisely. Also realize that social media is a new and evolving form of communication that requires flexibility, patience, and commitment, but the rewards of increased connection with, and understanding of, your target audience can be great.
In your social media communications, you should be clear that it is not an official BSA social media channel but is instead your own personal channel. You can use the following template as an example:
“This site is the personal [reference your specific social media channel] of [your name or organization] and is reflective only of my personal views, thoughts, and opinions. This site does not have the endorsement of the Boy Scouts of America, and it is not an official communication channel of the Boy Scouts of America.”
Should you have questions regarding any of the guidelines and/or recommendations or concerning the use of a specific social media channel not covered here, please feel free to contact the BSA National Council social media team at social.media@scouting.org for further guidance.
Questions regarding the use of specific social media channels within the Alamo Area Council Service Area, should contact Communications and Marketing Director, Angel Martinez.
