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Telstra's 3 Rs of Social Media Engagement Purpose Social media offers the opportunity for people to gather in online communities of shared interest and create, share or consume content. Telstra embraces social media as an important tool of corporate and business engagement. It also encourages its employees and contractors to use social media in a personal capacity, as a way to reach out and share information and views with friends, colleagues and communities – both old and new. This policy sets out what Telstra's expectations are when you talk about Telstra, its products and services, its people, its competitors and/or other business related individuals or organisations. It describes Telstra‟s 3 Rs of Social Media Engagement, which are „guardrails‟, designed to protect the interests of employees, contractors and Telstra. The 3 Rs ask that when you engage in social media: you be clear about who you are representing; you take responsibility for ensuring the information you are sharing, including any references to Telstra, is factually correct and accurate and does not breach confidentiality requirements; and you show respect for the individuals and communities you interact with. Application This is a Company Policy of Telstra Corporation Limited and it applies to all Telstra employees and contractors and to any other person who is notified that this Company Policy applies to them. If you use social media as part of your work, are officially accredited to represent Telstra in social media, or if you are discussing Telstra or Telstra related issues in your personal use of social media platforms, you must comply with this Policy. This policy applies to all channels and to content and editorial comments produced by staff across all social media platforms that make reference to Telstra. This policy does not apply to your personal use of social media platforms, as long as you make no reference to Telstra related issues. If you would like to clarify aspects of this policy and how it applies to your own circumstances, contact Danielle Clarke, Head of Online and Social Media, Corporate Affairs. Policy 1. Social media tools include: o o o o o o o external and internal social networking sites eg Facebook, Twitter, Linked In, MySite and Yammer video and photo sharing websites eg Flickr, YouTube micro-blogging sites eg Twitter weblogs, including corporate blogs, personal blogs or blogs hosted by traditional media publications forums and discussion boards eg Whirlpool, Yahoo! Groups or Google Groups online encyclopaedias eg Wikipedia any other web sites that allow individual users or companies to use simple publishing tools. 2. Official Telstra presence in online communities and social media platforms 2.1 Telstra is actively involved in a variety of online communities and social media platforms (eg facebook.com/Telstra and Twitter handles @Telstra_news and @Telstra). This activity is centrally coordinated to deliver the best experience to Telstra customers and to protect and enhance the Telstra brand. 2.2 You are encouraged to actively engage in existing official online communities and social media platforms, however you must not create your own official or unofficial presence using Telstra‟s trademarks or name. You must not: imply that you are authorised to speak on Telstra‟s behalf include Telstra‟s logos or trademarks in your postings create social media accounts that imply a connection with Telstra. Telstra’s 3 Rs of Social Media Engagement 3. Telstra‟s 3 Rs of Social Media Engagement are Representation, Responsibility and Respect and apply differently, depending on whether you: represent Telstra in an official capacity (refer 3.1) use external social media tools for personal use (refer 3.2) use Telstra‟s internal social media capabilities (refer 3.3) Representing Telstra on external social media platforms 3.1 You can only represent Telstra on external social media platforms if you are officially accredited to do so. To become an authorised Telstra representative on a social media platform, you must have approval from your one-up manager and be accredited by Corporate Affairs in social media. This section outlines how the 3Rs apply if you are accredited to represent Telstra as part of your job responsibilities. Representation o You must disclose that you are a Telstra employee or contractor and be clear about which BU you are representing, and what your role and accountabilities are disclose only publicly available information. You must not comment on or disclose confidential Telstra information (such as financial information, future business performance, business plans, imminent departure of key executives). If you need to clarify what Telstra information is publicly available, refer to material available on telstra.com and Telstra‟s annual report, or consult with the Communications teams in Corporate Affairs or Investor Relations. Responsibility You must: complete the Telstra social media accreditation process before you can represent Telstra in social media complete additional training to update your knowledge on emerging social media trends and evolving best practice in social media, when requested to do so ensure that content you publish is factually accurate and complies with relevant company policies, particularly those relating to confidentiality and disclosure ensure you publish content in accordance with the Telstra Social Media Conversation Calendar ensure you are not the first to make a Telstra announcement, unless you have received the appropriate internal clearances and approvals, in accordance with Telstra‟s policy for releasing information in the public domain (Policy 61) only offer advice, support or comment on topics that fall within your area of responsibility at Telstra. For other matters, alert the topic expert who is accredited for social media engagement and, if the situation requires a real time response, let the other party know that the request has reached Telstra for response not post material that is obscene, defamatory, threatening, harassing, discriminatory or hateful to any person or entity not disclose other people‟s personal information in social media venues, and comply with the Privacy Policy and the Marketing Privacy Policy. Respect o o You must: be respectful of all individuals and communities you interact with online be polite and respectful of other opinions, even during heated discussion and debate adhere to the Terms Of Use of the social media platform being used, and seek to conform to the cultural and behavioural norms respect copyright, privacy, financial disclosure and other applicable laws when publishing on social media platforms. Check with your BU General Counsel if you are not sure what you can reproduce or disclose. 3.2 Personal use of Social Media This section outlines how the 3Rs are applied if you choose to make references to Telstra, its people, products or services, its competitors, or other business related individuals or organisations when you are using a social media platform in a personal capacity. It is important in these circumstances that readers of your posts do not misconstrue your personal comments as representing an official Telstra position. All employees and contractors in Telstra must complete mandatory online training on the 3Rs of Social Media Engagement during induction training. Representation o You must: identify yourself as a Telstra employee or contractor if you refer to Telstra, its people, products and services, its competitors or other business related individuals or organisations not imply that you are authorised to speak on Telstra‟s behalf not knowingly use the identity of another Telstra employee or contractor, or an employee or contractor of a Telstra business partner or competitor (including name or variation of a name) be mindful not to damage Telstra's reputation or commercial interests, or bring Telstra into disrepute disclose only publicly available information. You must not comment on or disclose confidential Telstra information (such as financial information, future business performance, business plans, imminent departure of key executives). If you need to clarify what Telstra information is publicly available, refer to material available on telstra.com and Telstra‟s annual report, or consult with the Communications teams in Corporate Affairs or Investor Relations not include Telstra‟s logos or trademarks in your postings. Responsibility o You are personally responsible for the content of your posts online. You must: ensure that information you provide about Telstra products and services is informed and factually accurate be mindful when you offer your personal perspective on a matter related to Telstra, that your commentary and opinion does not cause damage to Telstra or its commercial interests use a disclaimer to ensure that your stated views and opinions are understood to be your own and not those of Telstra when you: refer to the work done by Telstra comment on any Telstra-related or telecommunications issue; or provide a link to a Telstra website use a permanent disclaimer if you refer regularly to Telstra or Telstra related issues. For irregular Telstra references, use a disclaimer on a case by case basis. An example of a disclaimer is: “the views expressed in this post are mine only and do not necessarily reflect the views of Telstra.” adhere to Telstra‟s Policy on Acceptable Use of Telstra Provided Services and Information Systems if you are using Telstra provided services made available to you as an employee or contractor. Limited personal use of Telstra provided services (such as email, internet access and instant messaging) is allowed, but it must be within reasonable limits and not interfere with your work reference only publicly available information, such as that on telstra.com or in Telstra‟s Annual Report ensure you are not the first to make a Telstra announcement ensure you do not post material that is obscene, defamatory, threatening, harassing, discriminatory or hateful to any person or entity. Respect o You must: be respectful of all individuals and communities with which you interact online be polite and respectful of other opinions, even during heated discussion and debate adhere to the Terms Of Use of the social media platform being used, and seek to conform to the cultural and behavioural norms respect copyright, privacy, financial disclosure and other applicable laws when publishing on social media platforms. Check with your BU General Counsel if you are not sure what you can reproduce or disclose on social media platforms. 3.3 Using internal Social Media tools Telstra has introduced internal social media capabilities to improve collaboration and communication across the organisation. This section outlines how the 3Rs are applied when you use internal social media tools. Representation o You must: be clear about who you are, which BU you are representing, and what your role and accountabilities are not disclose confidential information. If you are unclear about what is confidential, consult your one-up manager in the first instance not imply that you are authorised on behalf of others not knowingly use the identity of another Telstra employee or contractor, or an employee or contractor of a Telstra business partner or competitor (including name or variation of a name). Responsibility o You are personally responsible for the content of your posts online. You must: ensure that information you share is informed and factually accurate only share information you are authorised to share state when you are offering your personal perspective on a matter adhere to Telstra‟s Policy on Acceptable Use of Telstra Provided Services and Information Systems when you use Telstra provided services made available to you as an employee or contractor. ensure you do not post material that is obscene, defamatory, threatening, harassing, discriminatory or hateful to any person or entity. Respect o You must: be respectful of all individuals and communities with which you interact online be polite and respectful of other opinions, even during heated discussion and debate adhere to the Terms Of Use of the social media platform being used, and seek to conform to the cultural and behavioural norms. Breach of Policy If you do not comply with this Company Policy you may face disciplinary action. This disciplinary action may involve a verbal or written warning or, in serious cases, termination of your employment or engagement with Telstra. If you break the law you may also be personally liable. References Acceptable Use of Telstra Provided Services and Information Systems Company Policy Marketing Privacy Company Policy Policy 61 – Release of Information to the Public Domain Marketing Communications Company Policy Privacy Company Policy Definitions Term Definition Contractor Any person, company or other contracting party engaged to provide services to or on behalf of Telstra under a contract of services, either directly or indirectly (for example, through a third party). This includes agency workers, consultants, agents and suppliers. Confidential Includes: Information information derived from the performance of your work at Telstra opinions, knowledge and facts about Telstra, its employees, its business and its customers that have not been disclosed to the public. Approval Company Policy Owner: Tony Warren, GMD, Corporate Affairs. Contact Person: Danielle Clarke, Head of Online and Social Media, Corporate Affairs