Social Media Manager


The new Bulletin supersedes the 2010 guidance on managing records in web 2. 0/social media platforms. archives. gov/records-mgmt/. . . archives. gov/records-mgmt/transcripts/social-media-bulletin. pdf

>> Thank you for joining us for Guidance

on Managing Social Media Records.This is a Records Management Seminar,

delivered by the United States National Archivesand Records of Administration’s National

Records Management Training Program. In this session, Beth Cron introduces

and explains guidanceon managing social media records. Now, let’s join the seminar. >> Today is the Guidance on Managing

Social Media Records online briefingwith Ms.

Beth Cron.Beth Cron is a records policy analyst at the

National Archives and Records Administration. She’s a member of the Records

Management Policy Sectionwithin the Office of the Chief Records Officer. The Records Management Policy Section has

produced guidance on managing email recordswith the Capstone approach, cloud

computing, and email archiving applications. Beth is a 2008 graduate of the school of

information at the University of Michigan,and she specialized in archives

and records management.

She currently serves as the vice chair

of the Society of American Archivistsand Records Management Roundtable.Okay. With all of that said, I will

now pass it over to Ms. Beth Cron. >> All right.

Well, thank you everyone

for taking the time todayto attend this session or to watch this Webinar.So, first of all, I’ll address

the numbering on this slide here. So you can see it says NARA Bulletin 2014 XX. So this was intended to come out, and

then we all had a little shutdown. So we’re expecting that this

bulletin will be coming out very soon.

So you should watch the Records Express Blog

and our Web site to see when that comes out.So our agenda today is to review this

soon to be released bulletin on guidanceon managing social media records. So what we’re going to do is

review the purpose of the bulletin. Define what social media records

are for the purpose of the bulletin. Then we’re going to identify the changes

for managing social media recordsand some possible ways to

address these challenges.

We will also talk about scheduling social media

content, implementing social media captureand records management responsibilities.NARA’s Records Management Policy Team

developed this guidance with inputfrom subject matter experts from across

our agency, the National Archives,including our Office of General Counsel. We also requested feedback from the

public on the Records Express Blog,so you may have seen it posted

there a while back. And we also requested feedback

from the Federal Records Council. We then incorporated this

feedback into the bulletin.

So this bulletin supersedes or replaces

the 2010 Guidance on Managing Recordsin Web 2.0 Social Media Platforms. There are some small differences between the

two bulletins, and two bigger differencesthat I wanted to point out today. First, this new bulletin includes more

information on capturing records createdwhen Federal agencies use social media. Second, the previous bulletin said

that content may be a federal record.

We changed the language to now say that content

on social media is likely a federal record.So I just wanted to point out

these two differences for you. The bulletin contains high level requirements

and best practices for capturing records createdwhen Federal agencies use social media. Federal agencies are currently using

many different social media platformsfor many different purposes. And what we heard is that they

needed more guidance for capture.

So while we all may be aware of the most common

social media platforms, let me give an overviewof how we define social media for

the purposes of this bulletin.Social media includes blogs. Wikis. Social networks. Photo libraries.

Virtual worlds.Location based services and

also video sharing sites. What social media does is includes various

activities integrating Web technology,social interaction and user generated content. So we know that agencies use social media both

internally and externally to share information,support their business processes and

to connect people to the government. Social media also allows

individuals to collaborate.

Create.Organize. Edit. Make comments on. Combine and share content.

So the reason we have Twitter,

and Facebook on this slide isthat they were all identified in a GAO report

titled “Federal Agencies Needing Policiesand Procedures for Managing and Protecting

Information They Access and Disseminate.”This report identified these three tools as

the most commonly used social media platformsin use across the U. S. government. However, we do know that many other social

media tools are being used in agencies as well.

An interesting thing is that you can look

up the various tools that are being usedin the government on GSA’s

social media registry.And what you can do here is you can

put in a url, and you can verifythat a social media account is managed

by the U. S. federal government. And so you can see also other tools

that are being used by other agencies.

You can look up accounts

that are managed by agencies.Elected officials. Heads of agencies. Or members of the President’s Cabinet. So it’s an interesting tool

if you’re looking for agenciesthat are using the same tool as your agency.

It is possible that many

individuals don’t consider contentin social media as a record at this time.However, we encourage and urge agencies

to consider the definition of a recordand the management implications of that. So social media content that meets the

definition of a federal record must be managedin accordance with all applicable

laws and regulations. The statute and its implementing regulations

place responsibility with each agencyto determine what federal

records they create or receive. So to get to answering the question of if

social media content is a federal record,we included a series of questions in

the bulletin that agencies should ask.

And if the answer is yes

to any of these questions,then the content is likely a federal record.So what we basically have here is

the list of non exhaustive questionsthat can help agencies determine the record

status of their social media content. So if you go through this list

and ask yourself these questions,if the answers to these questions are yes,

then the content’s likely a federal record. So these include, does it contain evidence

of agency’s policies, business or mission?Is the information only available

on the social media site?So that it is, it would not be

available on any other agency Web site. Does the agency use the tool to

convey official agency information?Is there a business need for the information?So if you had to look at this list and if you

had to quickly consider these questions now,I’m curious if you’d say that you have

social media content at your agencythat meet the definition of a federal record.

So if this isn’t something that you know at this

time or it’s not something that you’ve thoughtabout or had discussions at your agency,then this could be one of

the takeaways for discussion.We also talk in the bulletin about the fact that

there is functionality built into social media,such as the ability to comment or something

or in the interactive piece that may, in fact,provide added functionality

and value to the content. Social media content may be

a federal record when the useof the social media provides

this added functionality. That is, for example, can receive comments and

respond on a piece of policy or information. And this is more of a social interaction.

So it may provide more record content that would

just be available if something were just postedon any agency Web site, for instance.So additional functionality could

include also enhanced search ability,opportunity to public comment, as I

mentioned, or some other form of collaboration. The agencies have the responsibility

to identify the complete record. And the complete record includes

the content, the context of wherethat content appeared, and also the structure. And along with any associated metadata.

Metadata is information about that content.For example, at a very basic level, this

could include the author and date of creation. If we take the example of Twitter and we look at

a tweet, the content could be the tweet itselfand the 140 characters or

less that make up that tweet. The context could be the thread of

responses to that tweet or the replies. And then the structure is captured

in Twitter via the threaded response.

And Twitter actually captures a great

number of metadata elements for each tweet.And if you haven’t done that before, it’s

pretty interesting to Google it and to see allof the pieces of metadata that

Twitter does capture in their system. So capturing the content, context and structureand any associated metadata

forms the complete record. This, in turn, ensures that the records have

not been changed, that they were createdby the person who supposedly created it,

and when it was reported to be created. The bulletin also describes the many

recordkeeping challenges associatedwith records created and

collaborative environments.

You may also have other challenges

at your agency.This is also a non exhaustive list. But some that we highlighted

in the bulletin include contentthat is located in multiple places. So this can make it difficult to determine where

the official record lives or where it’s located. Another is the ownership and control of

data that resides with a third party.

So this could be asking the

question of who owns the content.Another challenge is the

identification of records. And as I just said before, is what of the

content on the social media platform makesup a complete record, as well

as what metadata is necessary. Another is development and

implementation of record schedules. This also includes the ability to transfer and

permanently delete records, apply legal holdsor perform other records management functions.

And one that we chose to address in

this bulletin in more detail is capture.And so this includes the capture

of frequently updated records. As we know, that all social media

is dynamic and it often changes. And this also poses a challenge for the

ability to apply the record scheduleand determine when the cut off is. And as I mentioned before,

capture of complete records.

Making sure that they’re captured in a manner

that ensures that authenticity and availability.One that we thought of is that

public expectations could bethat all Web content is both

permanently valuable and accessible. So there could be this idea that it

will all be available in the future. And I think we saw an example of this with folks

turning to Internet archive or other places,when a number of federal Web sites

were down during the shutdown. And the last challenge I’ll

address today is the handlingof records containing personally

identifiable information or PII.

So it’s a good question to ask at your

agency how they’re handling social mediathat contains personally

identifiable information.And that will most likely be

addressed in a social media policy. So what are some of the ways

to address these challenges?Agencies need to establish, also

identify processes and policiesand also the recordkeeping

roles for identifying,managing and capturing social media records. So some of the areas to include are addressed

when developing these policies, proceduresand also the roles and responsibilities. Include identifying records.

Define ownership of those records for content.The terms of service agreement with the

social media provider and what that may say. Communicating these policies internally to

the agency and also externally to make surethat those in the agency know the

policy, and the public is also aware. And then monitoring the use

and value of social media. It could change over the course of

an agency using Twitter or Facebook.

And then, finally, monitoring changes

to those terms of service agreements.You’ve probably heard about these social media

providers often will change their public termsof service agreements, and these could

have implications for agencies as well. In addition, we recommend that agencies

establish a social media working group. This social media working group could

be made up of records management staff. Web managers.

Social media managers.Information technology staff. Also, privacy and information security staff. You may want to also include your agency’s

council and any other relevant stakeholdersthat you may think of at your agency. And so, what the working group would

do is identify complete recordsand make sure they include the content,

context, structure and any necessary metadata.

It would also look at the existing record

schedules, review them and determineif social media records are covered.And if they aren’t covered there, then

they’d have to take that next stepof making sure that they’re scheduled. And then finally, discuss records

management issues before rollingout any new social media initiatives or

changing the current use the social media tool. Agencies, as I said, must

identify the official recordand determine how it will be managed

when scheduling social media. They also need to keep in mind that some

social media records may be temporary,with the transitory, short

or long term retention.

All temporary, but they could have

different implications for those.And that some social media

records may even be permanent. And one example we give is a blog of an agency

senior official or the head of the agency. So this slide here includes material

that will previously in a decision treein the superseded bulletin that I talked about. After agencies have identified their social

media records, they should determine whetherthat existing disposition authority

or record schedule applies.

And so this could also include

a general record schedule item.And if that content is not covered

by an existing disposition authority,a new schedule should be developed. It should also identify is content

is enhanced by using social media. So that’s if by using the social

media, the content of value is changed. And if that’s the case, then a new

schedule should also be developedthat encompasses the complete record.

And that includes the content,

context, structure and metadata.Agencies should also identify if there’s

been a change in the social media tool,in the use of it, and if that affects

the record value of the information. The platform itself could change,

and this could affect the valueof the record and what should be scheduled. And then finally, regularly review tools for

their use and the associated record schedules. So this kind of a to do list

of things to consider.

When agencies are doing their day to day

monitoring of social media, there may be contentthat falls outside of what should

be on the site, such as spam.Social media may include content which is

also inconsistent with agency’s commentand posting policies, and this may

also require removal from the site. Some removed content, such

as spam, may be non record,while other types of content are records that

must have an approved disposition authority. Agencies should consult with their

general counsel about these policiesfor monitoring content, and

make sure that it’s consistentwith their First Amendment

obligations and any federal laws. That brings us to the discussion of

the capture of social media content.

We included a broader discussion of

social media capture in this bulletinversus the 2010 bulletin, as we

heard that this is one of the topicsthat agencies were interested

in hearing more about.I see that there was a question from

, and he asked, “By record value,are you referring to the appraisal value?”So, in looking at the records, you

go through and ask the questions of,”Does this meet the definition of a record?”And then you would look at your existing

record schedule and see if those apply. If it doesn’t look like that applies to

that content, then you’d be at the pointof drafting a new schedule item

and submitting that to NARA,and then talking about the

appraisal value of those records. So I suppose they’re

two different things. So it’s first asking the question

of, is the content a record.

And then, if it is, do you have an existing

disposition authority that applies, yes or no?So that’s kind of the decision

tree I was talking about.And if yes, use that schedule. And if not, then have to create a new schedule

that applies to that social media content. So we’re talking about the discussion

of capture of social media content. So once records are identified and

associated with an approved records schedule,agencies must decide how to

manage social media records.

One change in this bulletin is the statement

that temporary records that are transitoryor of a short term retention

may not need to be capturedand can be maintained in

the social media platform.So this could mean that, if the records

transitory, they have a short term retention,this could mean that the records could

continue to live on Facebook or Twitteror wherever they live without any

further intervention from the agency. That said, agencies do need to assess their

business needs and evaluate any risks associatedwith leaving those records in social media. A question that frequently may come

up is, how can I delete recordsfrom a social media platform when my

record schedule says it’s time to do so?And this may not always be possible. In a way, it probably defeats

the purpose of social media.

So this is a question that agencies should ask

and consider before either using the platformor when looking at their record schedules.So capture is particularly

important for temporary recordswith either long term retention or

both those records that are permanent. And these records should be exported or

captured from the social media platforminto an agency recordkeeping system. The options for capture will depend on the

technical configuration of the platform. This will depend on which tool is being used.

As we said, it’s important to

capture the complete record.And what’s been determined as a complete

record may also affect the choiceof capture tool or how that capture is done. We’ve included this bulleted list

in the bulletin as various methodsfor capturing social media records. So these are the general methods of doing so,and we don’t include specific

tools in the bulletin. So the first option is using a Web crawling

software to create local versions of the site.

An example of this HTTrack, which is

an open source freely available toolthat can be used for Web crawling.And it’s typically used for

the archiving of Web sites. Another option is using Web capture tools to

capture content and migrate to other formats. So this includes services such as

Hanzo, Iterasi, Smarsh or Archive. Social.

And these are fee for service.You can read their literature and seethat they’ll capture the full

package of social media content. Another option is using platform specific

application programming interfacesor APIs to pull content from sites. The platforms may change

their support for their APIs. For example, Twitter had recently, earlier

this year, turned off their support for RSS,and this was a way that some people may

have been capturing their Twitter content.

So this is something to remember, that

the platform could change their support,the support that they provide

to developers or for export.Since then, people have found

ways of getting around that. Another option is using RSS feeds, aggregators

or manual methods to capture content. And then the final one on the list here

is using tools that are actually builtinto the social media tool to export content. Tools such as Twitter, Facebook

have export options available.

And so agencies should look at

this export that they provideand see if it captures the

complete record for their purposes.Agency needs may also affect

the selection of a capture tool. We recommend that agencies provide training

to those who are responsible for managingthat content that they know how

and when to use the capture tools. That is, if it isn’t automated

at an agency level. Some of these tools could capture

content at an agency level.

You put in all the feeds into the

tool, and then it could capture them.But if that’s not the case, if

it’s a distributed responsibility,then the staff that are responsible

should have training on how to do that. Agencies may also need to work with

third parties, either the providerof the social media platform or a

capture provider, to implement capture. As we also discussed in the previous bulletin,agencies are responsible

for managing their records. And at a minimum, these responsibilities

include the ability to identifyand retriever federal records that are

created and maintained on social media.

We’d like to point out that agencies

should be aware, when using tools,whether they are free tools or paid services,that the provider could discontinue

their serviceor delete information from an agency’s account.Just something to aware of and to consider. On the flip side, agencies could also

stop using a social media platform. But in either of these situations, the

agency is still responsible for captureand records management responsibilities. One thing we point to in the bulletin is trying

to make use of the capabilities of the provider.

So agencies should determine if

the provider can export a copyof the complete records,

as the agency defines it.One suggestion I’ve heard from agencies in the

past is to just go ahead and ask the providerif they are able to give an export

or a copy of the complete record. And if they can do that,

then that’s very helpful. If they cannot, then the agency is responsiblefor implementing capture

requirements via another method. So if they can provide the export,

then instructions for notificationor when this should happen and any export

requirements should be given to that provider.

Another situation that could happen is

that the provider could go out of business,the social media tool, or it could

be bought by another company.And instructions for notification should also be

included for this type of situation in the termsof service agreement, which

we’ll talk about now. So as we included in the last bulletin

and also the cloud computing bulletin,we’ve included this general

clause for use in termsof service agreements for

social media providers. This clause is also included in the federal

friendly or the federally compatible model termsof service agreement that is maintained by GSA. GSA has negotiated terms of service agreements

with a number of social media providersand it includes these on a registry

on their howto.

gov Web site.But it’s still up to the agency

to negotiate their own agreementsor choose to use the GSA agreement. And on that Web site, GSA provides

guidance on negotiating termsof service agreements with providers. Keep in mind that even though

a tool may be on that list,your agency may not have approved the

terms of service agreement for that tool. Each agency considers its own

policies, needs, expectations,practices and conducts a legal

review before signing any agreements.

So if you’re not sure, I would check

with your general counsel to be surethat there’s an approved agreement

or if someone in your agency asks.So some things to note. Agencies must determine any capture related

issues, and then include those in agreementswith providers when possible

or when is necessary. This clause in front of you does not

include any stipulations about capture,and agencies that have contracts

for cloud computing guidanceor services should follow

this recommended guidance. And as I said, agencies will have additional

business legal security requirementsthat they should consider

in the procurement processor should be included in

agreements when possible.

We also included a question in this

bulletin to explain how it relatesto the larger managing government

records directive.So as I’m sure most of you are aware,

the directive was issued last Augustby the National Archives and OMB, and is the

beginning of an Executive Branch wide effortto reform records management policies and

practices, to develop a 21st century frameworkfor the management of government records. So while this bulletin that we’re talking

about today isn’t mandated by the directive,there are several actions required by

the directive that will assist agencieswhen addressing records management

challenges that are raised by social media. These related projects include the updated

transfer guidance that will be comingout before the end of the year and a

project for Goal A3. 1 and the directiveto investigate automated technologies.

To manage diverse collections of digital

records, and that also includes social mediaas part of that research

into automated technologies.You can find out much information on this

project on the NARA records management Web site. It’s linked from the records management section. We also mentioned that there will be

updated general records schedules,and this was part of a five year

effort to revise and update those. Some other resources that we include in the

bulletin that I want to draw your attentionto is A White Paper on Best

Practices for Social Media Capture.

This provides some best practices

and a non exhaustive listof available tools for social media capture.As we’ve mentioned before, the Records

Express Blog is the place to gofor any new guidance or upcoming events. You can also see updates on what

the Chief Records Officer is workingon with our agency partners on

different records management activities. Some other resources. There was a report from 2010 on

Federal Web 2.

0 Use and Record Value.It’s more an assessment of the

record value of social media records. You can take a look at that. Also, the toolkit. This is where we collect records

management guidance and best practices,and that’s available on NARA’s Web site.

And also an FAQ about records management.So I wanted to take just a few moments to also

mentioned that White Paper on the best practicesfor capturing social media records. And in this White Paper, we looked at

the current state of social media capturein the federal government

at the time of publication. And so that was published in May of this year. We also reviewed agency social media policies

that are available on their Web sitesto see how they address the

social media capture.

We found a few examples that

we included in the bulletin.And as I said, this was published in May, so

there very well may be updates to some of these. In the White Paper, we also included a list of

tools and services that are available for usefor social media capture, and this is a list

of the tools at the time of publication. We found that many of these tools come

and go and their capabilities may change. This is the case often for a number

of the tools available for Twitter.

But I would encourage you to take a look

at the section of the paper and to seeif you are using any of these

tools, or if there could be somethat would be helpful at your agency.So you contact me at my email

address with any questions. And I see I still have Jill Snyder on there. I’m sure she’d be happy to

take any questions as well. as records officers, how can we

even be aware of the social media content?So if OIT are reviewing and tracking social

media, do we make sure that OIT involves us,the records officer, in the

process of the review?Yes, I’m guessing that’s maybe

Office of Information Technology.

So they might be the team or the people that are

responsible for creating content and posting iton sites and also providing comments

and feedback to people that respond.So I think that can often be an issue,is that the records officers may not

be aware of the social media content. I believe as part of the open government,

all agencies have a page on their Web sitewhere they have a listing of all of the

social media tools in use at their agencies. So that could be a good place just to start

to see all of the pages that are in use. I know we have that.

At the National Archives, we have a

list of all of the Facebook and and Twitter channels by location

around the country.So the first step would be, yes, being

aware of the social media contentand then making sure that they do involve you. Possibly forming that working group that I

mentioned, and inviting them to the tableand talking about the, you know, doing inventory

of what content is out there and making surethat there are record schedules that apply. So that would be a yes to make surethat they involve the records officer

or the records management staff. You may not have to be involved in all

of the review of the content itself,not the day to day business of

posting and sharing information.

But definitely being involved in the

assessment of if that content includes records.Okay, so Jolene

said, “Similar to when we put a noticein the local papers, the record would

be the hard copy notice that we submit. Would it be logical then to convey to our public

affairs group that they do have a hard copyof the message in their files prior

to inputting it into social media?”Well, this is a good part of

that awareness or being awareof how these processes work within your agency. So I’m not exactly how this process works,

but it may be a process that used to bein a paper based form and

is now done electronically. So that would have to be the decision of

looking at is the paper based form the record,or is it the electronic process

that’s the record?And I will point out that in the

Managing Government Records Directive,this encourages agencies to move

toward electronic recordkeeping,so that’s just something to consider.

But yeah, I think that would be good, to sit

down with the public affairs group and talkabout which is the official record and where

things are being kept and who’s responsiblefor keeping them and who’s

responsible for doing the capture.Next, we had a question from

Stacy. She said, “Just like with search and other needs

that all agencies need, GSA provides a toolfor all agencies, helpful for smaller

agencies with small social media staff. Can NARA work with GSA to identify a tool

to capture records and provide tool support?Also, is NARA working with GSA on a TOS

for tool capture that there are separatefrom the SM tools available to us?”Okay, I’m not sure which tool you refer to,

but they provide a tool for all agencies. So they provide generally , in their Web

services part of their page, they include topicssuch as social media and that’swhere they provide the social

media registry and other tools.

Can NARA work with GSA in identifying a tool?So, we are not currently working with

GSA to identify tools for capture.That’s still something that is in

the responsibility of the agency. We did talk to GSA at one point, when

we were developing the White Paper. I had conversations with them about different

tools that they had used as an agency. And it was still a work in progress,trying to figure out which tools provide the

best capture of their social media records.

And so, kind of the White Paper

is an assessment of where we werein this year, talking about these things.And these discussions will continue to evolve,

and we’ll continue to look at capture toolsand what’s out there and what’s available. And we’ll try to find a place to put these

so that everyone can be aware of them. And then, it’s still at the individual

agency level to work out termsof service agreements for capture tools. GSA works on terms of service for the free

social media tools, and this is separatefrom a procurement process that each

agency would have to do at their level.

So we’re not working on a terms of service

agreement for any social media capture tools.Shelly. “So are you saying that NARA will revise the

GRS to include social media dispositions?”The revisions of the GRS are

underway, and that’s somethingthat that team reviewed and

that they’re considering. It’s a challenging thing to do,

as each platform is differentand agencies use may differ

from agency to agency. But that is something that they’re

considering trying to work on.

But at this point, there is not a GRS, so

agencies are responsible for identifyingand scheduling their social media content.Let’s see. Gill said, “Has NARA

looked into Gov. Delivery to perform allof the social media tasks,

including Web capture?”I don’t think we have. So this is separate.

There’s the NARA actually capturing

their social media ,and then we do the policy

side for federal agencies.So I don’t know if NARA’S internal records

management or social media team has lookedat Gov. Delivery

we’ll explore that, definitely. “Does NARA use a specific tool for

capturing social media content?”NARA’s social media team and records

management staff are, I believe,still investigating a number of tools, and I

know that they’ve experimented with using why am I blanking on the names now?They have used Archive. Social and tried a number

of other tools to capture social media content.

So that’s separate from my office,

the work that they’re doing.But they are trying different

things to see what works. Okay. Looks like Gale assumed

spelling had a question. “My agency currently uses Hoot.

Suite to

manage our Twitter and Facebook posting.We sat through a presentation on Gov. Delivery. It’s supposed to be one stop shopping. It’s something we need to

check further into ourselves.

“That’s one that I know NARA has looked at too.Thank you for that information. It’s always good to know what agencies have

tried or what’s worked and what hasn’t worked. I’d also be interested in

hearing any feedback on that. Okay.

“It may be good to have a NARA

site to share social media policiesthat have been developed by agencies like you.”Oh, okay. That’s a good idea. That’s a good idea. Thank you, Victor.

>> So this does complete today’s briefing.So thank you so much for joining us. Beth, did you have any final

words that you wanted to say?>> No, just thank you. >> Thank you for joining us. We hope you found this seminar useful.

For more information about the U.S. National Records Management Training Program,please visit www. archives. gov.

Also, our current workshop

schedule for both face to faceand Web based training is

available online at NARA.learn. com. . .