1. No category

Guidelines on How to Use Web 2.0
– for Public Administration Staff
Use Case
Civil Service 2.0
Version 1.0.0
Results of the PG
Short description
Basic principles for access and use of Internet services with
special emphasis on social networks
Employees working for government offices and organisations are
increasingly having to distinguish between private and official use of
Web 2.0 applications.
Web 2.0 applications are operated interactively on the Internet,
handling contents primarily made available by their users.
The present documentation was drawn up as a general guideline for
users and may serve as a draft structure for individual organisations
preparing their own guidelines. It does not include any rules concerning
their web presence in Web 2.0 media.
Authors:
Contributions by:
Daniel Medimorec (Federal
Project team / Working group
Chancellery)
Civil Service Web 2.0
Peter Parycek (Danube
University Krems)
Peter Pfläging (City of Vienna)
Andreas Gold (Federal Ministry for European and International Affairs)
Thomas Jöchler (City of Vienna)
Stephan Lauringer (Federal Chancellery)
Robert Lender (Federal Ministry of Economy, Family and Youth)
Ralph Osner (Federal Ministry of the Interior)
Michael Rederer (City of Vienna)
Thomas Skerlan-Schuhböck (City of Vienna)
Andreas Unterberger (Federal Ministry of Economy, Family and Youth)
Version … : 06-10-2010
rejected by:
Deadline: DD.MM.YYYY
(indicate name of rejecting province)
Subversion … : DD.MM.YYYY
Deadline: DD.MM.YYYY
(indicate name of rejecting province)
Detailed version … : DD.MM.YYYY
Released: DD.MM.YYYY
(details on release)
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Web 2.0 Guidelines for Administration Staff
Contents
1
2
3
4
5
Web 2.0 Guidelines for Public Administration Staff ......................................................... 3
1.1 Web-2.0 Services – aspects of use ............................................................................... 5
I. Identification ................................................................................................................... 6
II. Content........................................................................................................................... 6
III. Role/Function ............................................................................................................... 6
IV. Platform ........................................................................................................................ 6
V. Time and Place .............................................................................................................. 7
Web 2.0 Scenarios .............................................................................................................. 7
2.1 Scenario I: “private only“............................................................................................. 8
2.2 Scenario II: “official only“ ........................................................................................... 9
2.3 Scenario III: “private with official content“............................................................... 10
2.4 Scenario IV: “official publication without legitimisation“ ........................................ 11
Useful Hints for Using Web 2.0 ....................................................................................... 12
3.1 Web 2.0 for private use .............................................................................................. 12
3.2 Web 2.0 for official use .............................................................................................. 13
Glossary............................................................................................................................ 15
Diagram as a template for individual use ......................................................................... 18
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1
Web 2.0 Guidelines for Administration Staff
Web 2.0 Guidelines for Public Administration Staff
The present Guidelines were prepared to assist public administration staff with official and
private use of Web 2.0 applications. They are based on the position paper “basic outlines for
access and use of various Internet services (e.g. social networks on the internet)“ which
provides a first general description 1.
“Web 2.0“ as a keyword comprises a number of different World Wide Web (WWW) services
designed to assist users in creating and managing their websites without specific web design
or programming knowledge. Communities like Facebook or XING in particular are gaining in
popularity. Quite evidently this is not a short-lived trend but a social development of
overriding significance. Unlike in the traditional Web where a minority of active authors
create sites for the majority of passive readers, in Web 2.0 everyone can become their own
author. This opens up a wealth of new opportunities for cooperating, informing,
communicating and linking with one another.
It is nevertheless important that those who avail themselves of these opportunities are
aware of the responsibility entailed. Now more than ever a distinction must be made
between the fleeting spoken word and the written one. Much of what used to be treated
flippantly in passing and in private is now increasingly spread through digital networks,
granting it wider reach and lastingness. Thorough removal of data in Internet services and
from the caches of search engine providers is virtually impossible – “The Internet remembers
relentlessly“.
As with all Internet utilisation it is important to draw a line between official and private
utilisation. Official utilisation is subject to specific framework conditions. At the federal level
these are specified in the “IKT-Nutzungsverordnung“ (ICT utilisation regulations) in the
version of March 17, 2010. Reference is made to the decree “Internet und elektronische
Kommunikation“ (Internet and electronic communication) issued by the City of Vienna in the
version of February 20, 2009 to exemplify regulations at provincial level. When using the
Internet and Web 2.0 services the following aspects should be taken into consideration:
•
•
•
Private Internet utilisation in principle is permitted to a “limited extent“ and/or “where
absolutely essential“ only,
Official secrecy and data protection must be respected, especially when passing on
and storing data.
Media spokespersons or persons in charge of public relations only are entitled to
publish official information. All other administration staff, as in the case of the City of
1
Sources: „Wien spricht anders …auch im Internet“ (Vienna speaks a different language – on the
Internet too), MA 53- Press and Information Services for the City of Vienna.
Erlass „Internet und elektronische Kommunikation“ (decree “internet and electronic communication)
http://dvs.wienkav.at/md/client/dv_detail.asp?ID_DV=2345 (internal link)
Federal government regulation on government employees’ private utilisation of government
information and communications technology infrastructure (IKT-utilisation regulation – IKT-NV) in the version
of March 17, 2010 http://www.ris.bka.gv.at/
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Vienna amongst others, may contribute posts in external electronic discussion
forums, guest books or similar sites only in the course of their official duties, stating
their name and function.
Administration staff using their private Internet access to participate in a community must
also bear in mind that in their role as public service employees they act on behalf of the
Austrian administration:
•
Once a profile makes reference to an official agency that person’s activities are no
longer considered private.
•
No harm must be done to the official agency’s reputation.
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1.1
Web 2.0 Guidelines for Administration Staff
Web-2.0 Services – aspects of use
As mentioned in the introduction above activities on social platforms are subject to specific
ground rules. Users must take into account the role they are in when accessing the Internet.
The following diagram illustrates how public service employees using Web 2.0 platforms
I.
II.
III.
IV.
V.
Identify in different ways,
Publish private or official content,
Assume different roles and functions,
Use different platforms,
Log in at different times in different places.
The closer to the centre the relevant descriptions in any single category the more employees
need to realize their actions are no longer private but official.
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The following scenarios are intended as guidance only and do not provide a final
assessment, as the dimensions and levels do not allow for clear distinctions and also because
individual organisations have different legal frameworks and organisational cultures all of
which need to be taken into account for final assessment.
I. Identification
The environment “identification” defines how users want to be recognized by others in Web
2.0. There is a range of different ways to identify:
1. anonymous, i.e. without indication of identification whatsoever,
2. anonymous account, e.g. using a nickname,
3. personalised user, e.g. using a personal account stating one’s own name,
4. official user, linked to an official account and the relevant department.
II. Content
This defines the content made available by users in Web 2.0. Content may be anything from
purely private to fully official:
1. private content without official context, e.g. cooking recipes;
2. private content with official context, e.g. personal opinion on department’s decisions;
3. official content;
4. official content with binding character, e.g. created by an official agency’s bodies.
III. Role/Function
The third environment defines a user’s role and function in Web 2.0. Again there is a wide
range of functions from private to official:
1. private;
2. private in an organisation, e.g. as a member of an association;
3. as a person in official service, maintaining and updating “fan sites“ e.g. on Facebook;
4. in an official function, publishing binding content in that role.
IV. Platform
“Platform“ refers to the channel of access users choose for Web 2.0 services. It is important
to understand that published content may also be used as content by other platforms.
Multiple use of content is one of the Web’s distinguishing features, a fact which makes it
difficult to distinguish clearly between individual platforms. Content created by a person may
be spread on other Internet sites without that person knowing. This is true in particular for
social networks like Facebook or Xing where content may be passed on by “friends” despite
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restricted privacy settings. Status messages related to employers or superiors are frequently
cited as examples.
Platforms are accessed through:
1. private sites (private blogs, forums, blog commentaries …),
2. networks (e.g. Facebook, Twitter …),
3. business networks (e.g. LinkedIn, XING …),
4. official sites (e.g. Intranets, BKA-Wiki, “reference servers“ www.ref.gv.at, etc.)
V. Time and Place
This environment identifies where and when Web 2.0 services are used, distinguishing
between private and official IT equipment employed for the purpose. To better understand
Web 2.0 it is important to note that “time and place” in principle are irrelevant. The Internet
allows access any time any place. Public administration staff roughly speaking may choose
among the following constellations:
1. at home using private equipment,
2. at home using official equipment,
3. at place of employment in off duty time,
4. at place of employment in the service.
Some Internet sites save their users’ IP addresses which enables them to associate a person
with the department they are employed at. Members of staff using official equipment should
therefore be careful which websites they access, especially with regard to websites
prohibited under criminal law or websites otherwise unlawful due to their pornographic or
racist content. Sites obligating the employer to make payments or likely to contain malware
are also potentially risky.
The above environments occur in various patterns depending on the level of administration.
The scenarios listed below may be assessed in different ways by individual organisations.
Their aim is not to provide a final assessment but to show up the risks members of staff are
potentially exposed to.
2
Web 2.0 Scenarios
The environments described provide a basis for illustrating potential scenarios. Their purpose
is to show members of staff what they need to look out for when accessing Web 2.0 services
by raising their awareness and understanding of the subject matter.
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The lightening symbol in the diagrams was used to point out the critical levels in scenarios
III. and IV.
2.1
Scenario I: “private only“
Here is an example of entirely unproblematic private use: a person acting in private from
their home, using private equipment and a personal account to access a network, such as
eBay, and state their own opinion.
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2.2
Web 2.0 Guidelines for Administration Staff
Scenario II: “official only“
The following pattern illustrates unproblematic official use: a person acts in an official
function, at their place of employment in the service, using official equipment to access an
authority site, such as BKA-Wiki, for the purpose of working on a document with official
content.
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2.3
Web 2.0 Guidelines for Administration Staff
Scenario III: “private with official content“
The following scenario, because it involves social networks like Facebook or Xing, is a mix of
private and official spheres.
A member of IT staff in her private time, albeit in the office, with her personal user account
accesses a social network where she is linked with or friends with systems house XY
members of staff. The content is private (e.g. personal opinion of software products) yet has
official connotations (e.g. whether or not these products are also used in the workplace).
Several months previously the user had added systems house XY to her profile by clicking
the “like it“ function available on Facebook .
The scenario thus created, in particular the “like it“ function, may turn into a problem in
connection with a public tender which the relevant authority has launched and which
systems house XY has also joined as a bidder. Should systems house XY be awarded the
contract competitors might suspect a close relationship between the member of IT staff and
systems house XY.
Members of staff using Web 2.0 services must bear in mind that contents made available are
difficult to remove if at all.
The new networks, unlike traditional business contacts, highlight such contents and any
relevant communication. No precedents have been set so far.
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2.4
Web 2.0 Guidelines for Administration Staff
Scenario IV: “official publication without legitimisation“
The scenario described below should be avoided at all costs: in this case a member of staff is
using their official account in the service and in their place of employment to publish officially
binding contents in a business network without having been authorized to do so. This is
unacceptable by the general legal framework, including distribution of tasks, licences, or the
regulations and decrees pertaining to ICT. Problem areas existing independently of
communication media are only aggravated by ICT.
Clearly in this case a diagram alone would not provide sufficient assessment.
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Web 2.0 Guidelines for Administration Staff
Useful Hints for Using Web 2.0
As the previous chapter aptly describes activities in Web 2.0, in social media and in social
networks (Internet forums, mailing lists, Blogs, Vlogs, Podcasting, Wikis, Social Communities,
etc.) feature as “private” or “official” or somewhere in between, depending on role, function,
content, context, time, place and the equipment used. There are many different ways of
making content, such as texts, photographs, audio and video files available in the web. The
use of social networks like Facebook or Xing has virtually exploded in the past two years.
These changes in the use of Internet services are challenging administrations and
administration staff concerned with issues of use and with the difficulties of distinguishing
between private and official activities. The following hints are to provide a basis for private
and official use of social media and networks.
3.1
Web 2.0 for private use
Social media and networks permit companies, colleagues, customers and citizens in general
to exchange information on a wide scale. As a rule it is important that you draw a line
between Internet activities you perform as a private person and those of an official nature.
Below is a list of useful hints to bear in mind when you use social media as a private person:
1. Make a note of who has access to your social media and networks (Internet forums,
mailing lists, Weblogs, Podcasting, Vlogs, Wikis, Social Communities, etc.) and bear in
mind that electronic content is easily passed on to other platforms. Choose the
information you want to disclose and the language you avail yourself of accordingly.
Be mindful of your own reputation.
2. Design your postings as you see fit for the content. Make it clear, where necessary,
that you are posting your own personal views and thoughts only and that you are not
writing on behalf of your authority. This is particularly important when using business
networks (XING, LinkedIn, etc.).
3. Never use private blogs, Wikis, virtual worlds, social networks and others to discuss
content related to your authority or to communicate with work colleagues. Resort to
means of communication created for that purpose inside your authority.
4. Do not post differences of opinion with your work colleagues in public media.
5. Respect the privacy of others. Ask for permission if you want to publish other
people’s photographs or conversations. Never publish confidential information.
6. Respect copyrights, etc. When making a reference create a link to the source if you
can or use content explicitly permitted for use.
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3.2
Web 2.0 Guidelines for Administration Staff
Web 2.0 for official use
Listed below are a number of useful hints for using social media and networks in official
environments, including, amongst others, the guidelines “Wien spricht anders …auch im
Internet“ 2 prepared by the City of Vienna.
In any event attention must be paid to the relevant authority’s terms of use and to the
federal and provincial decrees regulating private and official Internet use as well as the use
of IT infrastructure.
As a public service employee you are vested with valuable professional competences you
draw on in the context of social media and networks to comprehensibly convey pertinent
information to the public.
Social media and networks also allow you to exchange information with colleagues and
establish useful contacts.
Before you venture forth into this communication realm we recommend you pay heed to the
following:
1. Participate in Internet activities only which your employer has granted permission for.
Make sure you only publish information within your sphere of competence or which
you are authorized to publish.
2. Remember to maintain official secrecy before creating or publishing information.
3. Use your brain and not your guts when creating your profile.
4. Never make your official profile too personal. Respect your own privacy and that of
others (who may be in your photographs, etc.). Do not disclose personal details
about yourself or your colleagues beyond what is absolutely necessary.
5. Using social media and networks is public relations work to some extent, which
means that you as a member of staff act as a “press office” for communicating your
department’s information.
6. Make sure you have understood the rules users must comply with for some Web 2.0
applications before getting started.
7. “Less is more“ – always consider your information’s usefulness before making it
public.
8. When posting comments always state your professional position and the department
you represent.
9. Make sure that any comments you make on behalf of your authority concerning that
authority’s activities are appropriate, politically correct and in keeping with your role
and function in that authority.
10. Bear in mind that postings on the Internet are permanently available and may be
copied by other media. Respect your privacy in your blogs etc.: once published they
will remain in the web for a long time. Be clear about how much personal detail you
want to disclose.
2
Sources: „Wien spricht anders …auch im Internet“ (Vienna communicates clearly and efficiently – on
the Internet too), MA 53 – Press and Information Services for the City of Vienna. These include recommendations
on optimising online communication.
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11. In consultation with the relevant authorities correct any inaccuracies or incorrect
information, hard facts such as spelling mistakes or closed-down departments, which
you come across in your work in Web 2.0.
12. Try to answer any questions users may have concerning your authority’s work or
published information within your sphere of competence.
13. When handling questions or discussions and where possible and practical make a
reference to your authority’s/authorities’ official information site/s.
14. Respect copyrights, etc. When making a reference create a link to the source if you
can or use content explicitly permitted for use.
15. Consider licensing the material you have processed through Creative Commons (CC) 3
to simplify further use and exchange. 4
16. Try to use content explicitly permitted for use, e.g. look out for CC licensed
photographs on Flickr 5; there is no guarantee, however, that the provider is also the
author.
17. Keep an eye on future developments, their technical aspects as well as their social
consequences. Maintain a healthy dose of scepticism – you don’t have to use each
and every technical innovation.
3
http://www.creativecommons.at/ (29.09.2010).
Source: “Social Media Guidance for Agencies and Staff – Guidance for staff using social media official
use” from the Commissioner for Public Sector Employment - Office for Ethical Standards and Professional
Integrity. Government of South Australia, Department of the Premier and Cabinet:
http://www.espi.sa.gov.au/socialmedia-guidelines.php?id=8 (29.09.2010).
5
http://www.flickr.com/ (30.09.2010).
4
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Web 2.0 Guidelines for Administration Staff
Glossary
Account (also user account) : “A user account grants authorization to access restricted IT
systems. To log in, a user is typically required to authenticate themselves with a user name
and password. Depending on the task user accounts may have various privileges, such as
access rights, attached to them“.
Source: http://en.wikipedia.org/wiki/User_account (10.02.2010)
Blog : (short for: Weblogs) These predecessors of “Web 2.0“ as a rule do not arrange texts
by hierarchy but consist of individual articles listed in reverse chronological order, the most
recent post always appearing first. As a further asset blogs allow for numerous ways of
connecting, either among individual blogs or with other websites. Many blogs function as
“diaries“; others provide commentary on a particular subject (hobbies, politics, technology,
philosophy, events, etc.).
Source: BLSG “Position Paper on E-Democracy and E-Participation in Austria“;
http://reference.e-government.gv.at/uploads/media/EDEM-1-0-0-20080525.pdf
(10.02.2010).
Cache: in computer engineering refers to a method for reducing the average time to access
data that has been previously requested. Caches are buffer memories designed to store (or
cache) duplicates temporarily. (…) Their purpose is to reduce access time and the number of
visits to the memory to be cached.
Source: http://de.wikipedia.org/wiki/Cache (04.10.2010)
Collaboration tools: a collaboration tool is something that helps users collaborate and
cooperate. The term is often used to mean “Collaborative Software“. Everything that helps to
solve a predefined task more easily in a group is an effective collaboration tool. Wiki is
among the most widely known.
Source: http://en.wikipedia.org/wiki/Collaboration_tool (19.03.2010).
Creative Com m ons is a movement of creators the world over. All creative works being
automatically protected it wants to motivate as many creators as possible to share their
works with others. Existing content is to be used more easily while providing a basis for new
content. The Creative Commons licensing system wants to assist authors and bloggers,
musicians and composers, filmmakers and camera people, photographers, designers and
graphic designers, teachers and students in managing rights of use intelligently and without
red tape.
Source: http://www.creativecommons.at/ (29.09.2010).
Term inal equipm ent: Terminal equipment in information technology (IT) and
telecommunications (TC) refers to equipment (e.g. PC, telephone or answering machine)
connected to the network termination of a public or private data or telecommunications
network. The connection may be a direct electrical/optical one, as with a plug-in connector,
or a radio connection, as with mobile telephones.
Source: http://de.wikipedia.org/wiki/Endger%C3%A4t (10.02.2010).
Good Practices: positive case studies; also known as “best method “ or “best practice“.
Source: http://de.wikipedia.org/wiki/Good_Practice (10.02.2010).
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IP address: is a label used in computer networks which, like the Internet, are based on an
Internet protocol. Labels are assigned to devices participating in the net, making them
addressable and accessible. IP addresses may refer to a single receiver or a larger receiver
population (Multicast, Broadcast). On the other hand, one computer may have several IP
addresses assigned to it. IP addresses are used to transport data packages from a sender to
a specified receiver. Similar to postal addresses on envelopes IP addresses on data packages
clearly identify the receiver. Yet unlike postal addresses IP addresses are not tied to a
particular location.
Source: http://de.wikipedia.org/wiki/IP-Adresse (10.02.2010).
Short m essages: there are different ways of sending short messages: Short Message
Service (SMS) is a method used on mobile telephones.
Source: http://de.wikipedia.org/wiki/Kurzmitteilung (10.02.2010).
M edia hype: Media hype refers to mostly short-lived news dramatised or exaggerated by
the media and used for the purpose of advertising specific ideas and products.
Source: http://de.wikipedia.org/wiki/Medienhype (10.02.2010).
M edia platform s: Flickr, YouTube, Vimeo, …
M icroblog: Microblogs allow users to exchange small elements of content similar to SMS
texts. The messages tend to be no more than 200 characters. Postings are either private or
publicly accessible and as with traditional blogging are listed in chronological order. To
create or subscribe to messages different channels may be used including SMS, e-mail,
instant messaging or the Web. Microvideoblogging is a more sophisticated form of
microblogging allowing users to record short videos (without sound) and post these on the
website. Status messages on the video application may be further expanded and published
on Facebook, Twitter and Co. Twitter is the most widely known microblogging service to
date.
Source: http://de.wikipedia.org/wiki/Microblog (10.02.2010).
Nicknam e: The terms user name and nickname (also nick) these days are understood to
refer to the name you are identified with on the Internet. As a rule it is short and intended
for long-term use.
Source: http://de.wikipedia.org/wiki/Nickname (10.02.2010).
Online services: Customers of commercial and non-profit online services are given the
option of dialling a computer network (either the services’ own network or an open one) to
access content in that network.
Source: http://de.wikipedia.org/wiki/Onlinedienst (10.02.2010).
Sm artphone: A smartphone is a mobile telephone equipped with a high-capacity processor.
Most smartphones are slim and their handling is similar to that of regular mobile phones.
Smartphones may be upgraded with additional programmes (so-called Apps) and functions
to suit the individual user’s purposes. Popular examples include Android smartphones by
HTC, the Apple iPhone or Samsung smartphones.
Source: http://de.wikipedia.org/wiki/Smartphone (04.10.2010).
Social netw orks: Social networks in informatics are online communities or web applications
hosting such communities. Networks including user-generated content are also referred to as
social media. Colloquially the term social networks is used to describe online communities
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hosted by Web-2.0 applications or portals. Facebook is a popular example of a social
network.
Source: http://de.wikipedia.org/wiki/Soziales_Netzwerk_(Internet) (10.02.2010).
W eb search engine: A web search engine is designed to search for documents stored on
a server or computer network such as the World Wide Web. When a user enters a query the
search engine provides a listing of references to potentially relevant documents, usually with
a short summary containing the document’s title and parts of the text. Different search
methods may be applied in the process.
Source: http://de.wikipedia.org/wiki/Suchmaschinen (10.02.2010).
Tw itter: is an online social networking service and publically accessible diary (microblog)
administrated and updated worldwide via website, mobile telephone, desktop applications,
widget or web browser plug-in. it enables registered users to send and read text-based posts
of up to 140 characters. The author of a post is pictured on the service’s website with an
Avatar and is fully accountable for its content (…) Twitter is thus a useful tool for exchanging
information, thoughts and experiences, as well as for communicating with others. Writing on
Twitter is referred to as “twittering”. Posts on Twitter are known as “tweets“ or “updates“.
Reposting a message from another user, e.g. to pass on urgent information more quickly,
requires the “retweet“ function. The social network revolves around the principle of following
other users’ messages. Authors are called “twitterers“, or, less frequently, “tweeps“, readers
following an author’s messages are “followers“. The tweets followed appear on the follower’s
main Twitter page in reverse chronological order. Senders can restrict message delivery to
just their group of friends or make them publicly visible.
Source: http://de.wikipedia.org/wiki/Twitter (10.02.2010).
W eb 2.0: is a generic term used to describe a series of new interactive web techniques and
services, the WWW in particular, based on a new understanding of the Internet. What is new
essentially is the fact that users are increasingly allowed to interact and collaborate as
creators of content, to (freely) recombine existing content and to avail themselves of “social
software“ – systems supporting the structuring and maintenance of social networks largely
through self-organisation.
Source: BLSG “Position paper on e-democracy and e-participation in Austria“;
http://reference.e-government.gv.at/uploads/media/EDEM-1-0-0-20080525.pdf
(10.02.2010).
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Web 2.0 Guidelines for Administration Staff
Diagram as a template for individual use
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