Understanding the Value of Social Media at Airports for Customer Engagement (2014)

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147 appendix c SOciaL Media GUideLineS and pOLicieS This appendix includes examples of airport social media guidelines and policies as well as excerpts from airport Facebook “About” pages which also outline basic social media guidelines and policies. exaMpLe GUideLineS Three examples of airport social media guidelines and policies were provided by the following Synthesis participants and are attached at the end of this appendix. • Akron–Canton Airport • Dallas/Fort Worth International Airport • The Mayo Clinic FaceBOOK GUideLineS The following excerpts are from airport Facebook “About” pages which outline basic social media guide- lines and policies. Boston Logan international airport This page is for those who use, work at, like, dislike, marvel at, are hopelessly confused by or simply adore Boston Logan International Airport. Profanity, rudeness, racial slurs, and overt political or commercial statements will be removed. dublin airport Dublin Airport’s Facebook Page Guidelines include: a) Advertisements for other products or services are not welcome on this page and such posts will be removed b) Posts containing obscenities will be removed edmonton international airport Thank you for liking us and being our friend—really! We want to talk, so please share your stories, comments and ideas on our page—we also want to know if you have a concern. We are open to your points of view but as with any conversation between friends, we expect you to be respectful and constructive with your feedback. That’s just how friends, well—stay friends! So if on occasion, you see content containing insults, profanity, offensive language, or inaccurate information, please let us know! We don’t tolerate any harassment, spam or advertising—and will delete or block senders from our page who don’t play nice. (That’s the stuff we have to post to ensure everyone knows the rules.) OK? Enough of all that—let’s get back to chatting! Minneapolis–St. paul international airport We welcome your comments and hope that our conversations here will be courteous. We do not discrimi- nate against any views, but we reserve the right to delete any of the following: • violent, obscene, profane, hateful, or racist comments • solicitations, advertisements, or endorsements

148 • comments that suggest or encourage illegal activity • multiple successive off-topic posts by a single user • repetitive posts copied and pasted by multiple users In short: be nice. If you have any questions or comments about this policy, please email us. Mall of america While we encourage people to converse at the MOA page, we will not allow vulgarity, racism, or personal attacks as well as irrelevant and inflammatory comments. Mayo clinic We encourage interaction, discussion, commentary, questions and even criticism but ask that you keep your comments and posts relevant and respectful. Mayo Clinic may remove any post or ban anyone who violates these guidelines. In particular personal attacks, inappropriate language, racism, spamming and excessive posting will not be tolerated. We reserve the right to move discussions to the discussion boards on this page and to delete excessive wall postings to improve the overall visitor experience. Mayo Clinic reserves the right to remove posts advertising commercial products, as well as those that violate Facebook’s terms of service, or are inaccurate or otherwise objectionable. We will not post form letters with the same content from multiple users. Relevant comments or “like” votes on previously published posts are always welcome.

149 Cell Phones The Akron-Canton Airport provides cell phones to key individuals to assist them in the accomplishment of their duties. These phones are to be used to conduct business, to communicate and coordinate during emergencies and for after hours communication. The use of airport cell phones for personal use is permitted, and these calls do not need to be justified as long as the individual does not go over their allotted monthly minutes. In cases where additional monthly charges are incurred because of the allotted minutes being exceeded, the individual user will be required to review the bill and isolate all personal calls made during the month. The individual user will then be responsible to submit payment for any and all personal calls that exceed the allotted minutes. Use of an airport cell phone in any manner is not authorized when operating a motor vehicle. The user should leave the road and safely park the vehicle before initiating, or answering a call. Personal cell phone usage, including texting and email, during the working day should be kept to a minimum. It is understood that certain calls may be unavoidable, but they should be made only on breaks or lunch. Employees should never make or accept phone calls while operating any airport equipment. Violating this policy is subject to immediate disciplinary action. Social Media With the rise of social media like Facebook, Twitter, YouTube and Flickr, the way in which airport employees communicate internally and externally continues to evolve. The following policies will help to ensure the airport’s core messages are consistently delivered, and that the airport and employees alike are protected as we move forward through an evolving social media landscape. It is strictly prohibited to use the following three airport brand marks on any social media or content sharing site without the express written permission of the Airport Authority or its designee. These brand marks are; the Airport name; the Airport three letter designator (CAK); and the Airport logo (including but limited to Akron-Canton Airport, CAK 2018, and our tag line “a better way to go”). Employees are also prohibited from posting any photograph or video created while wearing Akron-Canton Airport logo gear or uniforms, which could be misinterpreted or could reflect negatively on the airport in any way. Employees may participate/join/partake in airport social media groups or any social media sites, but cannot do so during regular work hours unless it is part of your job function. Videos or photos of the airport you would like to be considered for airport sanctioned initiatives should be submitted to the Airport Authority or its designee for written approval. Additionally, employees are prohibited from posting any disparaging remarks, reveal any proprietary information, trade secrets or say anything that could be damaging to the airport’s brand on any social media site. Employees also are prohibited from making any disparaging remarks about their job, other employees, board member(s) or customers on a social media site. During any type of emergency situation where additional law enforcement/public safety/fire department or EMS is present, it is strictly prohibited for any employee to take photos and or video unless it is part of your job function. Posting photos, videos, audio files or negative comments to a content-sharing site during an emergency, could significantly damage the airport’s brand /integrity and could significantly damage or distort the Airport Authority’s ability to communicate a clean and clear message during an event or crisis. Any employee that posts video, photos, audio or comments of or about a CAK emergency to a photo sharing, video sharing site, social media or Internet site of public access will be subject to immediate termination. Violating the above policies will result in disciplinary actions up to and including termination. Attachment C-1 Akron-Canton Airport Cell Phone and Social Media Policy

150 Attachment C-2 DFW INTERNATIONAL AIRPORT ADMINISTRATIVE POLICY AND PROCEDURE

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156 Attachment C-3 For Mayo clinic employees The following are guidelines for Mayo Clinic employees and students who participate in social media. Social media includes personal blogs and other websites, including Facebook, LinkedIn, MySpace, Twitter, YouTube or others. These guidelines apply whether employees and students are posting to their own sites or commenting on other sites: 1. Follow all applicable Mayo Clinic policies. For example, you must not share confidential or pro- prietary information about Mayo Clinic and you must maintain patient privacy. Among the policies most pertinent to this discussion are those concerning patient confidentiality, government affairs, mutual respect, political activity, Computer, E-mail & Internet Use, the Mayo Clinic Integrity Program, photography and video, and release of patient information to media. 2. Write in the first person. Where your connection to Mayo Clinic is apparent, make it clear that you are speaking for yourself and not on behalf of Mayo Clinic. In those circumstances, you should include this disclaimer: “The views expressed on this [blog; website] are my own and do not reflect the views of my employer.” Consider adding this language in an “About me” section of your blog or social media profile. 3. If you identify your affiliation to Mayo Clinic, your social media activities should be consistent with Mayo’s high standards of professional conduct. 4. If you communicate in the public internet about Mayo Clinic or Mayo Clinic-related matters, you must disclose your connection with Mayo Clinic and your role at Mayo. 5. Be professional, use good judgment and be accurate and honest in your communications; errors, omissions or unprofessional language or behavior reflect poorly on Mayo, and may result in liabil- ity for you or Mayo Clinic. Be respectful and professional to fellow employees, business partners, competitors and patients. 6. Ensure that your social media activity does not interfere with your work commitments. 7. Mayo Clinic strongly discourages “friending” of patients on social media websites. Staff in patient care roles generally should not initiate or accept friend requests except in unusual circumstances such as the situation where an in-person friendship pre-dates the treatment relationship. 8. Mayo Clinic discourages staff in management/supervisory roles from initiating “friend” requests with employees they manage. Managers/supervisors may accept friend requests if initiated by the employee, and if the manager/supervisor does not believe it will negatively impact the work relationship. 9. Mayo Clinic does not endorse people, products, services and organizations. On social media web- sites such as LinkedIn, where your affiliation to Mayo Clinic is known, personal recommendations or endorsements should not be given or requested. 10. Unless approved by the Center for Social Media, your social media name, handle and URL should not include Mayo Clinic’s name or logo. 11. Ask the Center for Social Media (77)8-0492 if you have any questions about what is appropriate to include in your social media profile(s). participation Guidelines If blogs and social networking sites like YouTube and Facebook are new to you, check out posts in the Social Media category for background and basics on how these tools work and how Mayo Clinic has chosen to be involved. We encourage your comments on Mayo Clinic’s various blogs, and hope you will join the discussions. We can’t respond to every comment, particularly those that deal with individual medical cases and issues. We review comments before they’re posted, and those that are off-topic or clearly promoting a commer- cial product generally won’t make the cut. We also expect a basic level of civility; disagreements are fine, but mutual respect is a must, and profanity or abusive language are out-of-bounds. The more specific rules are found in our detailed comment policy. Please remember that when you post a comment to a blog, it is published for the world to see. For your own privacy and that of your family, you should consider carefully how much detailed personal medical information linked to your name you want published on the Internet. comment policy We encourage your comments on Mayo Clinic’s various blogs, and hope you will join the discussions. We can’t respond to every comment, particularly those that deal with individual medical cases and

157 issues. We review comments before they’re posted, and those that are off-topic or clearly promoting a commercial product generally won’t make the cut. We also expect a basic level of civility; disagreements are fine, but mutual respect is a must, and profanity or abusive language are out-of-bounds. That’s the plain English version. Here it is in legal language: By posting any comments, posts or other material on Mayo-sponsored blogs, you give Mayo Founda- tion for Medical Education and Research (“Mayo”) the irrevocable right to reproduce, distribute, publish, display, edit, modify, create derivative works from, and otherwise use your submission for any purpose in any form and on any media. You also agree that you will not: 1. Post material that infringes on the rights of any third party, including intellectual property, privacy or publicity rights. 2. Post material that is unlawful, obscene, defamatory, threatening, harassing, abusive, slanderous, hateful, or embarrassing to any other person or entity as determined by Mayo in its sole discretion. 3. Post advertisements or solicitations of business. 4. Post chain letters or pyramid schemes. 5. Impersonate another person. 6. Allow any other person or entity to use your identification for posting or viewing comments. 7. Post the same note more than once or “spam.” Mayo Clinic reserves the right (but is not obligated) to do any or all of the following: 1. Remove communications that are abusive, illegal or disruptive, or that otherwise fail to conform with these Terms and Conditions. 2. Terminate a user’s access to the blog feature upon any breach of these Terms and Conditions. 3. Edit or delete any communications posted on the blog feature, regardless of whether such com- munications violate these standards. Finally, you agree that you will indemnify Mayo against any damages, losses, liabilities, judgments, costs or expenses (including reasonable attorneys’ fees and costs) arising out of a claim by a third party relating to any material you have posted. Source: Mayo Clinic, http://sharing.mayoclinic.org/guidelines/for-mayo-clinic-employees/ and http:// www.mayoclinic.org/blogs/comment.html

Abbreviations used without definitions in TRB publications: A4A Airlines for America AAAE American Association of Airport Executives AASHO American Association of State Highway Officials AASHTO American Association of State Highway and Transportation Officials ACI–NA Airports Council International–North America ACRP Airport Cooperative Research Program ADA Americans with Disabilities Act APTA American Public Transportation Association ASCE American Society of Civil Engineers ASME American Society of Mechanical Engineers ASTM American Society for Testing and Materials ATA American Trucking Associations CTAA Community Transportation Association of America CTBSSP Commercial Truck and Bus Safety Synthesis Program DHS Department of Homeland Security DOE Department of Energy EPA Environmental Protection Agency FAA Federal Aviation Administration FHWA Federal Highway Administration FMCSA Federal Motor Carrier Safety Administration FRA Federal Railroad Administration FTA Federal Transit Administration HMCRP Hazardous Materials Cooperative Research Program IEEE Institute of Electrical and Electronics Engineers ISTEA Intermodal Surface Transportation Efficiency Act of 1991 ITE Institute of Transportation Engineers MAP-21 Moving Ahead for Progress in the 21st Century Act (2012) NASA National Aeronautics and Space Administration NASAO National Association of State Aviation Officials NCFRP National Cooperative Freight Research Program NCHRP National Cooperative Highway Research Program NHTSA National Highway Traffic Safety Administration NTSB National Transportation Safety Board PHMSA Pipeline and Hazardous Materials Safety Administration RITA Research and Innovative Technology Administration SAE Society of Automotive Engineers SAFETEA-LU Safe, Accountable, Flexible, Efficient Transportation Equity Act: A Legacy for Users (2005) TCRP Transit Cooperative Research Program TEA-21 Transportation Equity Act for the 21st Century (1998) TRB Transportation Research Board TSA Transportation Security Administration U.S.DOT United States Department of Transportation