U.S. Department
of agriculture
Washington,
DC 20250
DEPARTMENTAL
REGULATION
|
Number: 1495-001 |
|
SUBJECT:
New
Media Roles, Responsibilities and Authorities |
DATE:
May 23, 2011
|
|
OPI:
Office
of Communication |
||
|
|
|
1. PURPOSE
This policy establishes the
requirements for the implementation of new media technologies within the United
States Department of Agriculture (USDA).
Unless otherwise specified, this directive applies to all USDA agencies,
employees, contractors, interns, and partners utilizing new media technologies
for official USDA purposes.
2. BACKGROUND
The USDA is actively developing
new media assets and encourages the use of social media tools and technologies
to enhance the Department’s communication efforts, for program delivery, and to
provide services to the public more efficiently.
The use of new media tools and technologies enable enhanced awareness and education about the Department, its operations, and the core mission. New media facilitates improved communications that are relevant, timely, credible, and responsive to our mission and the public’s interest.
USDA encourages the use of new media to foster a more open and transparent relationship with the public. By using a variety of tools and increasing accessibility, USDA encourages greater informational awareness with stakeholders. New media programs will enhance communication, transparency, collaboration, and participation to advance the mission of USDA, its agencies and the priorities of the federal government.
All USDA agency new media efforts will support the One USDA approach for style, content, and engagement with the public. The One USDA approach seeks to provide a consistent, valuable experience for stakeholders that unify all mission areas and offices, leveraging available expertise and technologies.
When President Abraham Lincoln founded the U.S. Department of Agriculture (USDA) in 1862, he called it “The People’s Department.” USDA continues today to play a significant role, touching nearly every American every day. From protecting our agricultural and natural resources to ensuring food safety and basic nutrition for our citizens, our mission is rooted in the spirit and heritage of America itself.
To convey this important role, the One USDA approach ensures consistent communications, branding and customer experience consistent with One Department, One Mission, One USDA. This approach provides the structure and consistency to all of our communications to ensure that we communicate more efficiently and effectively by adhering to a common framework. As we work within this coordinated system, our communications and civil engagement will have a stronger, more lasting impact. Our One USDA approach will lead to higher levels of trust and improved relationships with employees, partners and customers. Our brand is our reputation. It is the overall impression we make on the people we serve. Moreover, it carries the authority of the Department and the U.S. Government.
The Office of Communications (OC) and the Office of the Chief Information Officer (OCIO) will jointly evaluate new media efforts and supporting technologies to ensure appropriate and efficient use of resources.
3. APPLICABILITY
This policy applies to all
internally and externally utilized new media sites, accounts, or profiles,
including sites owned, managed, and/or contracted for USDA communication
efforts.
4. SPECIAL INSTRUCTIONS
This policy supplements the following USDA regulations:
(1) DR 1470-001, Policy for
Visual Communication Standards
(2) DR1490-001, Broadcast Media
and Technology Policy
(3) DR 3430-001, Web Site
Development and Maintenance
(4) USDA Web Style Guide ver 2.1
(5) DM 3525-002, Internet Use and
Copyright Restrictions
5. DEFINITIONS
New media: Consists of a number of technologies that facilitate interactions among stakeholders using a variety of web- or mobile-based tools and technologies. “Web 2.0” and “social media” are umbrella terms that encompass the various activities that utilize digital technologies, social engagement, and content delivery. Such activities involve many technologies and communication methodologies including, but not limited to, blogs, photo and video sharing services, social networking, geospatial mapping tools, discussion forums, and wikis. These technologies may enable social tagging and bookmarking and mobile messaging. “Web 2.0,” “social media” and “new media” may be used interchangeably throughout the Directive. This policy will use the term “new media” to classify such activities.
Privacy policy: A statement made by an organization regarding why, how, and pursuant to what legal authority (if applicable) personal data is being collected at a public web site or social media site, and how the owner of the site will use any information obtained.
6. POLICY
a. USDA
Office of Communications (OC), Office of the Chief Information Officer (OCIO)
and, as appropriate, the Office of General Council (OGC) will jointly evaluate
agency, program, and individual requests to establish official new media
accounts or activities.
(1)
Agencies
must submit a new media request (see AD-3022) and business case or strategic communication plan, as appropriate, to
OC Web Communications Division. Information will be evaluated with OCIO and OGC
as appropriate. Access will be approved or denied based on existing contracts
and services, availability of similar tools or resources, and capacity to
support new media activities or digital technologies.
b. Content published to official new media
accounts or distributed through digital media also must be Section 508 compliant
and accessible to USDA stakeholders and employees on Department or agency web
sites or printed materials, including but not limited to brochures or fact
sheets.
(1) Content must be approved through appropriate
communication channels before publication or distribution.
(2) Records must be maintained for original or
unique content created or published to new media accounts or platforms, such as
public comments or information posted by individuals acting on behalf of the
Department.
(3) Each Agency or program office is responsible
for maintaining records related to their new media accounts or activities.
(4) New media accounts and platforms do not
replace official mechanisms and requirements for soliciting public comment and
policy-making activities.
c. Approved Department or agency personnel may
contribute content and engage with stakeholders on new media accounts and
platforms within their official capacity.
(1) Department personnel must first obtain
approval from Department, agency, or program supervisors before creating
accounts or publishing content to external new media accounts related to
official duties.
(2) Department personnel supporting new media
activities or representing the Department in an official capacity should use e-mail
addresses or web sites created specifically and solely for official duties that
are separate from personal accounts for private use.
d. Employees may access new media sites and
accounts in accordance with current laws, policies and guidance that govern
information and information technology.
(1)
Personal
or private users of new media websites or accounts should not claim to
officially represent the Department or its policies, or use the Department or
other U.S. government seals or logos. Personal or private activities may not
violate federal ethics rules.
7. RESPONSIBILITIES
a. The USDA Office of Communications (OC) is responsible for:
(1) Establishing policy for implementation of new
media communication activities and digital technologies within USDA.
(2) Consulting with Office of the Chief Information
Officer (OCIO) for technological capabilities for new media and communication
needs, and with Office of the General Counsel (OGC) for legal considerations.
(3) Establishing the framework under which agencies
will identify and develop appropriate new media tools within their existing
capacity in support of the Department’s One
USDA initiative.
(4) Enforcing policy through compliance reviews,
automated tools, maintaining archives, quarterly reporting mechanisms, or other
technologies.
(5) Approving, denying, and rescinding with OCIO
consultation implementations of Department or agency new media accounts or
profiles.
(6) Providing general guidance, style, and format
direction as well as content revision or modification to agencies and staff
offices in planning and implementing new media technologies.
a. The Office of the Chief Information Officer
(OCIO) is responsible for:
(1) Reviewing and identifying digital tools or
technologies for the Department to more efficiently support the business needs.
(2) Reporting to the Office of Communications (OC)
the status of new media accounts or technologies, web site development, or
other web-enhanced communication efforts.
(3) Working with the OC to ensure that new media
technologies comply with established USDA IT security, archival and records
management requirements.
(4) Working with the Office of the General Counsel
to ensure that new media technologies comply with established legal
requirements.
(5) Ensuring that new media sites comply with all
applicable National Institute of Standards and Technology (NIST), Office of Management
and Budget (OMB), Federal Information Security Management Act of 2002 (FISMA), National
Archives and Records Administration (NARA), USDA, and other federal policies
and guidance;
b.
The
Office of General Council (OGC) is responsible for:
(1) Reviewing applicable legal documentation in
the form of new media site Terms of Service (TOS) agreements.
(2) Providing the Department and agencies with legal
guidance and advice on issue-specific situations.
(3) Providing enforcement justifications for the
removal or deactivation of Department or agency profiles and accounts based
upon agency or department staff performance or utilization, content, or other
issue with legal implications for the Department or agency.
c.
Individual
Agencies are responsible for:
(1) Identifying and delegating authority to their
respective Public Affairs and Chief Information Office staffs to develop plans,
request permission to establish agency profiles and accounts, and develop,
monitor and revise content and information about the agency through new media
profiles and accounts;
(a) Consulting with OC and OCIO for new media
approval, guidance, archiving, and technology development.
(b) Drafting and establishing integrated
communication strategic plans for inclusion of new media efforts with existing
agency communication goals and objectives.
(c) Coordinating the promotion and cross-promotion
of agency new media profiles and accounts, and leveraging other agency or
Department accounts to increase the reach and effectiveness of new media
efforts.
(d) Supporting Department-wide new media efforts.
(e) Monitoring content and accounts or profiles
for reach and effectiveness using available internet-based new media tracking
tools.
(2) Ensuring that new media activities are
conducted in the same professional manner as other USDA communication efforts
that support the One USDA approach.
(3) Establishing agency-level guidance that
supports agency and Department communication protocols for identifying agency
content developers, and outlining the content approval process, to delineate
who officially speaks for the agency and approves content.
(4) Ensuring that agency new media support
personnel are trained in all aspects of the appropriate use of the technology
and comply with all relevant and applicable authorities and regulations,
including those found at Appendix A.
(5) Identifying and properly archiving record
material in accordance with approved records disposition schedules.
(6) Ensuring that records on new media web sites
are copied or otherwise captured and maintained with related records, unless
the site has a records management application that can manage the record
throughout its lifecycle.
-END-
Appendix
A
Authorities and References
DR3080-001 Records Management
DR3090-0001 Litigation Retention Policy for Documentary materials including Electronically Stored Information
DR3300-1-I Internet Appropriate Use
DR3430-001 Web Site Development and Maintenance
DR3450-002 FOIA Implementing Regulations
DM3515-000 Privacy Requirements
DM3515-001 Collection of Web Page Cookies and Privacy Requirements
DM3525-002 USDA Internet Use and Copyright Restrictions
DR4030-001 Section 508 Implementation - Final Guidance
DR4070-735-001 Employee Responsibilities and Conduct
DR1410-001 Publications Review/Clearance Policy
DR1440-002 Communications Coordination and Review Policy
Federal Records Act, 44 U.S.C. 2108 and 44 U.S.C. 31, Records Managed by Federal Agencies
Freedom of Information Act, Privacy Act of 1974
NIST SP 800-44 Revision 2, Securing Public Web Servers, September 2007
NIST SP 800-95, Guide
to Secure Web Services, August 2007
M-10-23, Guidance for Agency Use of Third-Party Websites and Applications (6/25/2010)
Office
of Management and Budget (OMB) M-10-06, Open Government Directive (12/08/2009)
OMB M-10-22, Guidance on the Use of Challenges and Prizes to Promote Open Government (03/08/2010)
OMB M-10-22, Guidance for Online
Use of Web Measurement and Customization Technologies (7/25/2010)
OMB M-10-23, Guidance for Agency
Use of Third-Party Websites and Applications (7/25/2010)
Paperwork Reduction Act (44 U.S.C. 3501 et seq.)
USDA Comment Policy (2/01/2010) http://www.usda.gov/wps/portal/!ut/p/_s.7_0_A/7_0_1OB?contentidonly=true&contentid=comment_policy.xml
USDA Open Government Plan, Version 1.1 (7/1/2010) http://usda.gov/open/Blog.nsf/dx/USDA_Open_Government_Plan_Version1_1.pdf/$file/USDA_Open_Government_Plan_Version1_1.pdf