RFDS social media platforms are used to inform and engage the Australian community and increase trust and awareness in the brand. These Social Media guidelines are designed for staff who use the official RFDS social media channels and will provide direction for a consistent, unified brand look, feel and message on social media platforms. 

 

Social media posts that do not adhere to this document will be removed. If a staff member is consistently breaching social media guidelines, admin access will be removed until further training is provided by Federation Office.


Social Media Profiles 

The RFDS has five official social media profiles on Instagram, Facebook, LinkedIn, Twitter and YouTube. New RFDS social media profiles/pages outside the national social media platforms are not permitted without express permission from the Brand & Communications Working Group.  

 

When using RFDS social media platforms it is of upmost importance to;

 

  • Protect the reputation and intellectual property of the RFDS and privacy of RFDS patients, 
  • Ensure all materials shared publicly have relevant consent and respect third party copyright,
  • Remain apolitical in all posts and social media engagement,
  • Maintain high ethical standards, 
  • Ensure that all posts are professional in nature and align with the core values of the RFDS (dedication, integrity and innovation).

 

Tone of Voice 

 

  • Tone of voice always needs to reflect that we are part of the community. 
  • We are friendly, inclusive, approachable. 
  • We are proud and passionate.
  • Feel empowerd to use a contemporary and colloquial approach to language and to include emojis in social media posts – but remember to always be professional. 
  • Communications are compelling, engaging and informative but never begging. 

 

Consider your Audience 

Before any post on social media you must consider your audience. What is the purpose of your communication? Who is it relevant to? Does it need to be promoted on a national platform?

Ensure you are familiar with the Facebook Geo-targeting policy and the purpose of each social media platform prior to posting. 

 

 

FACEBOOK

Geo-targeting Policy Facebook

Any Facebook posts or Facebook advertising that is state-specific must be geo-targeted within the relevant Sections service footprint. This includes anything involving:

  1. Fundraising
  2. Donations 
  3. Mailing list signup
  4. Events including both major events and local, community/support group events.
  5. State specific sponsorship/partnership
  6. Link to state-specific webpage/shop
  7. Thankyou posts to state specific donor groups or fundraisers

Any posts that have not been geo-targeted correctly will be removed and need to be posted again with the correct geo-targeting.

Scheduling Posts

Use the RFDS Digital Coordination ‘Basecamp Schedule’ to schedule all National posts for all platforms. Provide as much details as possible. 

  • Max 2 national posts per day, allow at least 3 hours between national posts.

 

Inbox 

  • Each Section should be checking the Facebook inbox at least once a day and respond to all relevant inquiries within 2 working days.
  • Tag yourself or relevant colleague to messages so we know who is responsible. 
  • The inbox should only have messages in it that still require attention. 
  • Mark messages as ‘done’ when you have responded.
  • Use the notes Section for any additional information or if you need assistance replying. 
  • If a message for another Section has not been responded to within 2 working days and you are not in a position to respond, post in Basecamp or email the relevant Section and copy in Fed Office.  

 

Monitoring Facebook Posts  

  • You are responsible for monitoring your own posts and responding to any comments. 
  • Make an effort to respond and engage with all comments
  • If you see another post with comments that require a response and you are not in a position to respond, post in Basecamp or email relevant Section with cc to Fed Office. 

 

Facebook Advertising

  • RFDS Sections may run adverts via the RFDS Facebook page. These must be managed by the Section. All finances related to the adverts are managed by the Section. 
  • Facebook advertising must be geo-targeted to locations serviced by that Section. 
  • Monitor adverts for comments and engagement and respond to comments where appropriate. 

 

Accessibility

  • Caption all videos where possible 
  • Ensure all images have an image description written at the bottom of the post or in the first comment. Be specific and descriptive. E.g.

Live Videos 

  • Live videos must be confirmed with digital team in advance via Basecamp
  • Schedule into Basecamp calendar & post in Basecamp Campfire outlining the date and the expected content of the live video to ensure there are no objections or competiting posts for that day. 
  • Live videos that have a donation ask or call to action need to be geo-targeted. Or direct to flyingdoctor.org.au/support-us/donate/  
  • Best to do them after work hours for better engagement

Shop

  • Each Section/Operation is allowed to list ten items in the RFDS Facebook Shop with a link to their shopify account. The Product image must have a state identifier (PSD template can be found on basecamp). Sections/Ops must coordinate to ensure they do not list two of the same product. 

 

Digital Agencies

Digital Agencies can be granted access to the RFDS platform on request from Fed Office, but each Section is responsible for removing them once the job is complete. 

 

INSTAGRAM

Instagram is used to demonstrate the work we do and the people and places we see. It is typically a collection of stunning images – ‘Australia and its people through the eyes of the Flying Doctor’ and is not used to promote fundraisers, events, donations etc. 

  • Spread posts evenly throughout the week. 1 post max per day. Schedule posts into Basecamp in advance. 
  • National platform – No state-specific calls to action. 
  • Monitor and respond to comments on your own posts.
  • Relevant hashtags: #RFDS #FlyingDoctor 
  • Do not post ‘grid photos’ use the multiple photo swipe option instead. 
  • Tag the profile in the caption who sent the photo if they would like to be attributed

 

Content

  • Images should be well polished, visually appealing, high quality and consistent with style of the page. 
  • Ensure there is a variety of photos with an even spread of content. E.g. spread out plane photos and portrait photos, don’t post similar content one after the other.
  • If you are posting a video, make sure the ‘still’ tile is not black. 
  • Example content:  

 

Accessibility

  • Capitalise each word in hashtags as this provides better accessibility for screen readers. E.g. #FlyingDoctor not #flyingdoctor
  • Provide an Alt Text/image description by going into ‘advanced settings’ when you are editing the description for your post. 

 

Instagram stories 

  • Must be polished, professional and of national interest. 
  • Great opportunity to share video content. 
  • Only use ‘classic’, ‘strong’ or ‘typewriter’ font, with either white writing on a blue background or black writing on a white background.
  • Provide a ‘Swipe Up’ link where you can. 
  •  

TWITTER

  • At least one post per day - the more the better
  • No state specific calls to action from the RFDS account
  • Re-tweet any relevant posts – these can be state specific e.g. retweet a Sections’ CEO or community partner
  • Engage with community, respond to posts. 
  • Tweets posted by a Section must be moderated by that Section
  • Include an image description on all photos
  • Recommend using tweet-deck to monitor twitter account https://tweetdeck.twitter.com/ 

 

LINKEDIN

  • Posts need to be professional, polished and informative
  • Posts must be relevant to a national audience unless they are state specific recruitment
  • Max 2 posts per day
  • Schedule in Basecamp
  • Ensure recruitment team know posts must be scheduled. 

 

YOUTUBE

  • Each Section has access to the RFDS YouTube Channel and can upload videos as required
  • Section specific videos should be grouped within a playlist
  • Sections are responsible for monitoring their own videos
  • Ensure comments are monitored / replied to on YouTube as per other social media channels.

 

Instagram and Twitter passwords are updated regularly due to staff turnover. Federation office will distribute updated passwords via email when this occurs. 

 

These guidelines were most recently reviewed in February 2020. They will be reviewed twice yearly going forward.  

You can download the full document below: