Purpose
10 WHO encourages the use of official and individual social media accounts to promote the objectives and work of the Organization. Inappropriate use of social media, however, can undermine the reputation and credibility of the Organization and the achievement of its objectives. The purpose of this policy is to promote the consistent use of and ethical conduct on social media in accordance with WHO rules, regulations and policies.
Overview
20 In this policy, social media refers to digital channels and tools, such as, but not limited to, blogs, Facebook, Instagram, LinkedIn, Twitter and YouTube.
30 WHO maintains official social media accounts at all three levels of the Organization to:
- provide credible, understandable, accessible, relevant, timely and actionable content on a wide variety of health issues to a broad audience;
- communicate risks to people's health so they make healthier and safer choices, including in emergencies;
- influence public reaction to health threats and in proportion to their level of risk;
- correct rumours and misinformation that are circulating;
- engage with people in support of public health campaign goals to raise awareness, influence attitudes, increase knowledge and/or take action;
- build relationships based on trust so that stakeholders accept and act on WHO data, knowledge, norms, standards and guidelines;
- monitor public perception of the Organization to protect its reputation and credibility.
40 In addition, WHO staff and non-staff members working for WHO are engaging on social media through their individual accounts, communicating about the Organization.
50 Using individual social media accounts to communicate about WHO can bring a human face to the Organization's work and reach new audiences. However, inappropriate use of social media exposes the Organization to risks. Examples of these risks include: sharing misinformation that is not in alignment with WHO evidence, guidance, or policies or infringing on the copyrights of others. All may impact the Organization's reputation and credibility and, ultimately, its objectives.
Scope
60 This policy applies in its entirety to all WHO staff members, regardless of the type or duration of appointment, hereinafter referred to as "WHO staff."
70 Non-staff members working for WHO, hereinafter referred to as "non-staff members", should be aware of this policy and are expected to conduct themselves in accordance with its terms.
80 When referring to both WHO staff and non-staff members together, this policy refers to "WHO users".
90 This policy complements other WHO policies with implications for social media use which remain in force: Staff Regulations and Staff Rules (Article 1); Standards of Conduct for the International Civil Service; Enhanced WHO Global Competency Model; Communications; Information products; Information technology; Photographic and video material; Private sector collaboration and partnerships.
General principles
100 As the lead public health agency for the United Nations, maintaining a high level of trust in WHO is important for improving health around the world. WHO users play an important role in protecting WHO's credibility with audiences and stakeholders. When joining WHO, they commit to WHO's ethical principles at all times: accountability, impartiality, independence, integrity and respect (WHO Code of Ethics and Professional Conduct). These principles apply to their use of official and individual social media accounts as well as all other engagements and activities relevant to WHO.
110 When referring to health norms, standards and guidelines, WHO users shall only refer to those of WHO, published on WHO websites, or bearing the WHO logotype. These normative materials have been approved by WHO for technical quality. When in doubt, WHO users shall seek approval from their supervisor.
120 WHO users may distribute through social media channels materials produced as part of their official duties. However, these materials remain the property of the Organization and shall not be posted before they are posted by the Organization on official channels. Their use is governed by WHO policies, whether distributed through official or individual accounts. All photographic or video materials that are produced as part of WHO users' official duties and that depict identifiable human subjects can be used if written informed consent has been obtained from the individual(s) portrayed or their parent(s) or guardian(s). WHO-copyrighted images should be used within their original intended context and not be manipulated or changed.
130 Public health emergencies entail uncertainties, especially at the beginning and during the acute phase. For consistency and maintaining trust in the Organization, WHO users should use technically approved corporate messages or retweet messages from official WHO accounts when engaging about ongoing emergencies on their individual social media accounts.
140 Use of social media can also impact the security of WHO users, their colleagues and/or WHO operations. WHO users should not post on social media any information that may put WHO operations or staff at risk. Location services such as geo-tagging should be turned off if they pose an unnecessary risk.
Official use (of official social media accounts)
150 Because of their geographical reach and ability to tailor messages and materials for geographically diverse audiences, WHO duty stations (country, regional, liaison and other offices) may maintain official accounts in the name of the duty station on social media platforms of their choice. For the creation of new accounts, they shall follow the WHO Convention for the Naming, Profile Description and Visual Identity of Official Social Media Accounts.
160 Country offices should first contact their regional office to assess whether they have the financial and human resources to start and sustain engagement on official social media accounts. The Department of Communications (DCO) at headquarters may also assist in this process. If a duty station is unable to sustain active engagement through an existing account, it should be closed.
170 Clusters, departments, divisions, units, programmes, health topics and/or projects are encouraged to work with the social media community manager of official accounts at their duty station to post content on official social media accounts on behalf of the technical unit. They shall not create separate official social media accounts.
180 WHO-hosted partnerships, special programmes and partnership-like programmes that do not bear the WHO logotype on their website may maintain official accounts on social media platforms of their choice.
190 To ensure security, WHO users may not in any instance grant third parties access to official social media accounts. If a security breach arises, and a non-WHO party gains access to post on corporate social media channels, WHO users shall immediately contact the Department of Information Technology and Telecommunications at headquarters (ITT), DCO or the equivalent contact at their duty station.
200 WHO users shall ensure interoperability between official social media accounts and the Organization's official IT platforms, such as Organizational websites. ITT or the equivalent contact at the user's duty station can assist in this process.
210 WHO users who publish content on official accounts must have been given the authority by their supervisors to represent the Organization. Duty stations should have established procedures for clearance of social media content, including for both listed and unlisted videos on the corporate YouTube channel; both are considered publicly available. In emergencies facilitated by the Incident Management System (IMS), the IMS' clearance procedures must be followed for dissemination of emergency-related content through social media.
Professional use (of individual social media accounts)
220 All WHO users may use their individual accounts to engage audiences on the topic of their work with WHO and about the Organization more generally. WHO leaders have many contacts and deep professional networks that can be leveraged through social media. They are strongly encouraged to promote WHO's work and the objectives of the Organization through their individual social media accounts.
230 When setting up individual social media accounts, WHO users shall use non-official designs and names that could not be mistaken for WHO (logo, symbols or colours). Individual designs (profile, banner, background) should not include the WHO emblem/logo or photos that include the WHO emblem/logo.
240 WHO users shall indicate their current affiliation with WHO and use a disclaimer, making clear that the contents they are sharing are not WHO official statements (unless they are retweets).
250 Individual accounts may not be maintained or supported in any way with WHO financial resources.
Support and compliance
260 WHO users should take advantage of guidance, advice, coaching and training offered by DCO and social media community managers at duty stations on this policy.
270 Concerns, difficulties and issues related to work are better addressed through advice from the WHO Ombudsman, rather than through social media channels. The Ombudsman provides informal advice and information in a confidential, neutral and impartial way upon request.
280 Alleged violations of this policy should be reported to DCO or to the social media community manager at the WHO duty station of the WHO user involved. DCO or the community manager will refer the matter to the competent WHO authorities.
290 For WHO staff, failure to comply with this policy may result in disciplinary proceedings, in accordance with WHO Staff Regulations and Rules.
300 For non-staff members, failure to comply with this policy may result in various measures including removal of access to official social media accounts. In serious cases, termination of contract and/or the initiation of legal proceedings could occur.
Review
310 WHO will review this policy annually from the date of entry into force.
Contact
320 WHO users are welcome to contact DCO at socialmedia@who.int or their duty station's social media manager.
