WORKING

DRAFT (as of 21 February 2017)

Presidential Communications Operations Office
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2 MC No. __ s. 2017
3
4 MEMORANDUM FROM THE SECRETARY
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6 TO : All Heads of Offices, Bureaus and Agencies of the
7 Presidential Communications Operations Office (PCOO),
8 and All Others Concerned
9
10 SUBJECT : PCOO SOCIAL MEDIA POLICY
11
12 DATE : __ February 2017
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14
15
16 I. POLICY STATEMENT
17
18 In the interest of recognizing emerging communication platforms and harnessing
19 the full potential of social media tools in pursuit of the agencys mandate to
20 engage the citizenry in order to enrich the quality of discourse on matters of
21 national governance, the following shall be the social media policy of the
22 Presidential Communications Operations Office (PCOO):
23
24 It is a policy of government to engage its citizens in order to improve
25 service delivery. Government recognizes that knowledge and
26 information circulate within and among the different sectors of
27 society, and public officers stand to gain from having access to all
28 such sources. Government should, therefore, use innovative tools,
29 methods, and systems to communicate to the public.
30
31 Given the exponential growth of social media and the significant
32 increase in use of social media tools, it is imperative for government
33 to recognize and consider social media, alongside traditional media
34 channels, in developing its communications strategy.
35
36 Government recognizes social media as the collective voice of the
37 citizenry, and can be utilized to directly and quickly communicate with
38 the people, both as a conduit for outgoing information and as a tool
39 to engage in genuine two-way communication.
40
41
42 II. PURPOSE
43
44 The purpose of this memorandum are as follows: to recognize social media as a
45 form of public communication and one source of information; to provide
46 guidelines on the use of social media by PCOO personnel; set rules on content

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47 management of PCOO offices; and establish a system for social media
48 accreditation.
49
50
51 III. LEGAL BASIS
52
53 This policy is anchored on Section 4, Article III of the 1987 Philippine
54 Constitution, which guarantees the freedoms of speech, expression, and the
55 press; and Section 24, Article II, which states that: The State recognizes the vital
56 role of communication and information in nation-building.
57
58 Further, this policy is pursuant to the functions of the PCOO and PCDSPO, as
59 expressed in the following provisions of Executive Order No. 4 (s. 2010):
60
61 Section 2. Functions of the Presidential Communications
62 Operations Office. The Presidential Communications Operations
63 Office shall perform the following functions:
64
65 a. Develop and implement necessary guidelines and
66 mechanisms pertaining to the delivery and dissemination of
67 information relating to the policies, programs, official activities
68 and achievements of the President and the Executive Branch;
69
70 Section. 6. Functions of the Presidential Communications
71 Development and Strategic Planning Office. The Presidential
72 Communications Development and Strategic Planning Office shall
73 perform the following functions:
74
75 d. Assist in the formulation and implementation of new media
76 strategies for the Office of the President;
77
78 e. Assist in research and development of new media
79 instruments;
80
81
82 IV. DEFINITION OF TERMS
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84 Blog refers to a content-managed website, which may be run by an individual or
85 a group, that presents its entries in a certain order and which may or may not
86 allow visitors to comment (i.e. Blogger and WordPress).
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88 Blogger refers to a person who regularly provides content for a blog.
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90 Media-Sharing Networks refer to websites that allow users to share various
91 forms of content, such as video and images, which may or may not allow

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92 comments on their own media and media uploaded by other users (i.e. YouTube
93 and Instagram).
94
95 Social Media Networks refer to websites used to connect and interact with other
96 individuals and/or groups (i.e. Facebook and Twitter).
97
98 Social Media Publisher refers to an identified person or group of persons that
99 maintains a publicly-accessible social media page, blog or website, which
100 generates content and whose principal advocacy is the daily dissemination of
101 original news and/or opinion of interest, with at least one thousand (1,000)
102 followers or subscribers, and which has published regularly and consistently for a
103 period of twelve (12) months.
104
105 Social Media User refers to a person or group of persons that maintains a social
106 media account, which generates content expressing his/her or their opinions,
107 viewpoints, commentaries, the sharing of news and information, and other similar
108 or related communications activities.
109
110 Social Media Tools refer to any electronic medium that allow users to create,
111 share and view user-generated content, including, but not limited to, uploading or
112 downloading videos, still photographs, blogs, video blogs, podcasts, instant
113 messages, electronic mail or internet website or locations. The platforms include,
114 but are not limited to, social media networks such as Facebook and Twitter;
115 media-sharing networks such as Instagram and YouTube; and blogs such as
116 Blogger and Wordpress.
117
118
119 V. SOCIAL MEDIA OFFICE (SMO)
120
121 A. Social Media Manager
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123 Social Media Office (SMO) shall be established under the Office of the PCOO
124 Secretary. The SMO shall be headed by a Social Media Manager (SMM), who
125 shall report directly to the Secretary. The SMM is responsible for developing
126 strategies, policies and implementation protocols and procedures for the social
127 media program, utilizing technologies such as the internet, social networking,
128 blogs, and other appropriate forms of electronic communication. The SMM shall
129 also implement social media strategies and technologies; oversee the PCOOs
130 social media platforms; and provide guidance to bureaus and offices in
131 implementing information initiatives using social media strategies and new
132 technologies.
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134
135
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138 B. Social Media Coordinator
139
140 There shall be a Social Media Coordinator (SMC), who shall be in charge of
141 social media bloggers/influencers accreditation and the dissemination of PCOO
142 news and information releases to social media publishers/users.
143
144 C. Website Manager
145
146 There shall be a PCOO Website Manager, who shall oversee the PCOOs
147 website and related applications, and serve as senior editor for web content and
148 developing content for the PCOO website.
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150
151 VI. OFFICIAL PCOO WEBSITES AND SOCIAL MEDIA PLATFORMS
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153 A. PCOO
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155 Website: www.pcoo.gov.ph
156 Facebook: www.facebook.com/PresidentialCom
157 Twitter: www.twitter.com/PresidentialCom
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159 B. PHILIPPINE NEWS AGENCY / NEWS INFORMATION BUREAU
160
161 Website: www.pna.gov.ph
162 Facebook: www.facebook.com/PNAGovPh
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164 C. PRESIDENTIAL BROADCAST STAFF / RADIO TV MALACANANG
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166 Website: www.rtvm.gov.ph
167 Facebook: www.facebook.com/RTVMalacanang
168 YouTube: www.youtube.com/RTVMalacanang
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170 D. PHILIPPINE BROADCASTING SERVICE / BUREAU OF BROADCAST SERVICES
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172 Website: www.pbs.gov.ph
173 Twitter: www.twitter.com/RadyoNgBayan
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175 E. PEOPLES TELEVISION NETWORK
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177 Facebook: www.facebook.com/PTVPh
178 Twitter: www.twitter.com/PTVPh
179 YouTube: www.youtube.com/PTVPhilippines
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181 F. PHILIPPINE INFORMATION AGENCY
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183 Website: www.pia.gov.ph

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184 Facebook: www.facebook.com/pia.gov.ph
185 Twitter: www.twitter.com/PIADesk
186
187 G. MULA SA MASA PARA SA MASA
188
189 Facebook: www.facebook.com/mulasamasaparasamasa
190 Twitter: www.twitter.com/MMPM_News
191
192
193 VII. USE OF SOCIAL MEDIA
194
195 A. Official use of Social Media by PCOO
196
197 PCOO encourages its offices, attached agencies, and GOCCs, to use social
198 media tools to communicate their messages to the public, and respond to queries
199 and other needs at the soonest possible time, subject to the existing Style Guide
200 for the Government and these guidelines.
201
202 PCOO offices, attached agencies, and GOCCs, shall maintain a catalog or
203 chronological log of all official social media presence, which shall be periodically
204 reported to the PCOO Social Media Manager.
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206 PCOO shall likewise keep a log of all official presence on third-party social media
207 websites to apprise the general public of such official presence, and that PCOO
208 presence in third-party websites not in this log are not considered official and
209 were not previously approved.
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211 Guidelines
212
213 The following guidelines shall be employed when using public-facing social
214 media tools in an official capacity:
215
216 1. Do not discuss any agency-related information that is not considered
217 public information. The discussion of sensitive or classified information is
218 strictly prohibited. Failure to comply may result in disciplinary action.
219 Information is considered public upon the determination of the PCOO
220 Secretary.
221
222 2. Agency-related public information shall primarily be posted in the official
223 websites and official social media accounts. Presence of this kind of
224 information in third-party websites shall be secondary.
225
226 3. When you represent PCOO in an official capacity, PCOO is responsible
227 for the content you publish on blogs, media-sharing networks, social
228 media networks, or other forms of social media. Keep in mind that any
229 content you post may last online in perpetuity.

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230
231 4. Never use vulgar or abusive language, personal attacks of any kind, or
232 offensive terms targeting individuals or groups.
233
234 5. Do not endorse private and commercial products, services, or entities.
235
236 6. Do not endorse political parties, candidates, or groups.
237
238 B. Non-Official/Personal Use of Social Media
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240 PCOO officers, employees, and other personnel, who use social media tools for
241 personal use outside of the workplace do not require approval to do so. However,
242 they are enjoined to do so with utmost circumspection, keeping in mind their
243 respective duties and responsibilities as public servants accountable to the
244 people. Therefore, they are reminded that, as representatives of PCOO, these
245 rules and guidelines must be given paramount consideration when participating
246 in these services at any time, but particularly when identifying themselves as
247 being connected with PCOO or when such connection may be implied.
248
249 Exercising discretion and common sense when employing social media for
250 professional or personal purposes, will ensure that their great potential is fully
251 realized without inadvertently compromising our professional, legal, or ethical
252 standards. Employees should remember that standards found in the Code of
253 Conduct and Ethical Standards for Public Officials and Employees are applicable.
254
255 Guidelines
256
257 The following principles shall govern the use of social media services in a non-
258 official/personal capacity within PCOO.
259
260 1. Be aware of your PCOO affiliation when interacting in online social
261 networks. If you identify yourself as a PCOO officer, employee or
262 personnel, or your PCOO affiliation is known to the general public, ensure
263 that your profile and content is consistent with how you wish to present
264 yourself as a PCOO officer, employee or personnel, appropriate with the
265 public nature of your position, and in conformity with existing government
266 standards, including the Code of Conduct and Ethical Standards for Public
267 Officials and Employees.
268
269 2. PCOO officers, employees and personnel, must keep in mind the
270 limitations on privacy that come with being a public servant. Never post
271 compromising content. Make sure to add a disclaimer to your social media
272 network profile, personal blog, or other online presence that clearly states
273 that the opinions or views expressed are yours alone and do not represent
274 the views of PCOO.
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276 3. In a publicly accessible online forum, do not discuss any agency-related
277 information that is not already considered public information. The
278 discussion of sensitive or classified information is strictly prohibited. This
279 rule applies even in circumstances where password or other privacy
280 controls are implemented. Failure to comply may result in disciplinary
281 action. Information is considered public upon the determination of the
282 PCOO Secretary.
283
284 C. Conduct of Citizens using PCOO Social Media Platforms
285
286 Social Media tools, unlike traditional media, such as newspaper, TV or radio,
287 allow for instantaneous two-way public communication between the government
288 and citizens. Citizens are able to participate by directly posting audio, video, and
289 text content to many social media sites. Citizens, including social media
290 publishers/users, using PCOO social media platforms, therefore, should be
291 guided by common decency and proper online etiquette.
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293 Guidelines
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295 1. Be respectful of other users in the site.
296
297 2. Stay on topic. Do not upload content that is unrelated to the purpose or
298 topic of the thread.
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300 3. Do not use language that is offensive, inflammatory, or provocative.
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302 4. Do not post sexual content or links to sexual content.
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304 5. Do not break the law or encourage others to do so.
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306 6. In the course of using public spaces of the site or thread, do not post
307 personal information.
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309 7. Do not impersonate or falsely claim to represent a person or an
310 organization.
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312 8. Provide truthful and accurate content at all times.
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314 9. Do not make any commercial endorsement or promotion of any product,
315 service or publication.
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317 These guidelines shall be displayed to users or made available by hyperlink.
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322 VIII. CONTENT MANAGEMENT
323
324 PCOO offices, attached agencies, and GOCCs, are responsible for establishing,
325 publishing, and updating their pages on social media sites. However, the Social
326 Media Office shall monitor the content on each of the PCOO office page to
327 ensure:
328
329 a. A consistent nationwide message is being conveyed;
330 b. Adherence to this Social Media Policy.
331
332 In addition, the Social Media Manager shall have the right to direct PCOO offices,
333 attached agencies, and GOCCs, to modify social media content based on best
334 practices and industry norms.
335
336
337 IX. SOCIAL MEDIA ACCREDITATION
338
339 The emergence of social media has created new channels of communication
340 between government and citizens that, more than just consuming media content,
341 a number of citizens using social media tools have become publishers
342 themselveswith some bloggers even having audiences reaching the millions.
343 PCOO believes, alongside the global campaign organization Article 19 and other
344 human rights groups, and consistent with Administrative Order No. 1 (s. 2016)
345 creating the Presidential Task Force on Media Security, that social media
346 publishers are media workers who should be recognized and protected.
347
348 Pursuant to this, and to develop good working relations to facilitate the flow of
349 timely, accurate, and consistent information, PCOO shall establish a system of
350 accreditation for social media publishers/users, including bloggers.
351
352 A. PROCEDURE OF ACCREDITATION
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354 Accreditation is free and voluntary.
355 Social media publishers and social media users may file their applications
356 for accreditation personally or online with the Social Media Office at 3F,
357 New Executive Building, JP Laurel St., San Miguel, Manila or
358 __________@pco.gov.ph.
359 The application forms for accreditation may be downloaded through the
360 PCOO website at www.pco.gov.ph.
361 Whether applying personally or online, the applicant must submit his/her
362 application form together with a 2x2 photo and a portfolio of work done
363 (see Requirements).
364 Once the requirements are complete and in accordance with these
365 guidelines, the Social Media Office will review and consider the application
366 within ten (10) working days.

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367 Once approved, the Social Media Office will issue the SMO accreditation,
368 which shall be valid for six (6) months.
369 Accreditation is non-transferable and cannot be sold. Individuals and
370 groups with accreditation must ensure that their accredited accounts are
371 not used by others.
372
373 B. BENEFITS OF ACCREDITATION
374
375 Social Media Publishers
376 Faster processing for on-site or access passes to PCOO events and
377 activities, such as news briefings and interviews.
378 Inclusion in PCOO-SMO mailing list for updates on PCOO events and
379 activities.
380
381 Social Media Users
382 Inclusion in the PCOO participatory governance social media programs
383 (i.e. Laging Handa), and all related trainings and other learning
384 activities.
385 Inclusion in the PCOO social media volunteer programs (i.e. Laging
386 Handa) that will work with the PCOOs attached agencies and GOCCs.
387
388 C. RESPONSIBILITIES
389
390 Strictly abide by Section VII-C, on the conduct of citizens using PCOO
391 social media platforms.
392 Post, share, and disseminate on his/her or their social media page, blog or
393 website, the press releases and other news information issued by the
394 PCOO.
395 Validate the truthfulness of the news content that they generate, publish
396 and share.
397
398 D. REQUIREMENTS FOR ACCREDITATION
399
400 Social Media Publishers
401 If individual: Filipino citizen and eighteen (18) years old and above.
402 Additional requirement if group, partnership or corporation: SEC or DTI
403 registration.
404 Applicant must maintain a publicly-accessible social media page, blog or
405 website, which generates content and whose principal advocacy is the
406 daily dissemination of original news and/or opinion of interest, with at least
407 one thousand (1,000) followers or subscribers, and which has published
408 regularly and consistently for twelve (12) months.
409 Applicants publications must be editorially independent of any institution,
410 foundation or interest group connected or affiliated in any manner with the
411 government.

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412 Applicant must not be involved in prosecuting any claim against the
413 government.
414 The SMO reserves the right to revise, modify or amend this list of
415 requirements as the need arises. However, such changes shall only have
416 prospective application and shall not cover applications for accreditation
417 filed before such revision, modification, or amendment takes effect.
418
419 Social Media Users
420 Filipino citizen and eighteen (18) years old and above.
421 Applicant must maintain a social media account, which generates content
422 expressing his/her or their opinions, viewpoints, commentaries, the
423 sharing of news and information, and other similar or related
424 communications activities.
425 The SMO reserves the right to revise, modify or amend this list of
426 requirements as the need arises. However, such changes shall only have
427 prospective application and shall not cover applications for accreditation
428 filed before such revision, modification, or amendment takes effect.
429
430 For your guidance.
431
432
433
434 JOSE RUPERTO MARTIN M. ANDANAR
435 Secretary
436
437
438 References/Bibliography:
439
440 Government Information Services. (2011). Social Media in Government.
441 Department of Internal Affairs; New Zealand. Accessed at
442 https://webtoolkit.govt.nz/files/Social-Media-in-Government-High-level-
443 Guidance-final.pdf
444
445 Hrdinova, J., Helbig, N., & Peters, C.S. (2010). Designing Social Media Policy
446 For Government: Eight Essential Elements. Center for Technology in
447 Government; The Research Foundation of State University of New York.
448 Accessed at
449 https://www.ctg.albany.edu/publications/guides/social_media_policy
450
451 Office of Communications. (2010). Social Media Policy. U.S. Department of
452 Interior. Accessed at https://www.doi.gov/notices/Social-Media-Policy
453
454 OHCHR. (2015). Response to the Special Rapporteur Consultation on Protection
455 of Journalists Sources and Whistleblowers. Article 19; London, UK.
456 Accessed at
457 http://www.ohchr.org/Documents/Issues/Opinion/Protection/Article19.pdf

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