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24 November 2009
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Guidance

BBC use of Social Networking and other third party websites

• Introduction
• Scope
• Hybrid sites
• Editorial purpose
• Use of the BBC Brand
• Content syndication
• Social Media Group
• Tone of voice
• Level of engagement
• Presumption against taking over responsibility on third party sites
• Friends
• Working with the community
• Advertising for contributors
• Content labelling
• Linking strategy
• Teens
• Children
• Advertising
• Legal and Rights issues
• Site closure

Introduction

This guidance is intended to help BBC producers implement the BBC Share strategy on social networking sites. The strategy relies on the BBC engaging with users on the sites where they go, in the conversations they are having, off bbc.co.uk as much as on bbc.co.uk, in part so that users who may consume little or no BBC content can discover for themselves and enjoy more of what we have to offer.  See Internal BBC wiki .

It assumes that within this framework for engagement, a flexible approach is necessary, as social networking sites continue to evolve and as we learn what approaches work best in different places.

The guidance complements the BBC Share Strategy principles, including the following

• With conversations, participate online; don’t “broadcast” messages to users
• With moderation, only police where we have to; trust our users where we don’t

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