MANAGING SOCIAL MEDIA

RECORDS IN
PUBLIC SECTOR

Edmond Mulindwa
2017/HDO5/1307U

MRM 7205 Seminar Paper

May 2018

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 MANAGING SOCIAL MEDIA RECORDS IN PUBLIC SECTOR

1.1 Introduction

It is undeniable that social media has become a pillar of modern-day society. According to
Rastogi (2014), Cumming (2014), Keogh (2011) and NARA (2016) it is confessed that as social
media is relatively new and rapidly evolving technology, there are no defined, best practical
ways for making and keeping social media information as a business asset. Government bodies
therefore, are witnessing a surge in the volume of content of valuable information which they
now have to manage and engage with over social media platforms. Unlike the management of
physical documents through electronic records management regulations and tools, Rastogi
(2014) concurs that that there is no approved precedence in social media record management.
Because of much complications, very little is being done to effectively garner and archive this
information (Rastogi, 2014).

However much complicated it is noted by Madhava (2011), Rastogi (2014) and Cumming
(2014), stated that Social Media is being increasingly leveraged by local governments and is
changing the way governments work and socialize. Therefore, government agencies are advised
by NARA (2014) to articulate clearly the processes, policies, and recordkeeping roles and
responsibilities to ensure social media records are identified, managed and captured. NARA
(2014) adds that agencies should establish a social media working group comprising of records
management staff, web managers, social media managers, information technology staff, privacy
and information security staff, agency counsel, public affairs staff, and other relevant
stakeholders. This group should apply the definition of a record to social media content and
identify what constitutes a complete record, including the content, context, structure, and
necessary metadata. Therefore, this seminar paper presents an overview of social media records
management in the public sector.

1.2 Understanding the concept of Social media and Social media records

As society shifts from traditional methods of recordkeeping to electronic recordkeeping, the

issues surrounding the management of electronic records have become more significant. The use
of social media within governments is growing rapidly because it enhances communications.

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According to Padilla (2018), Social Media is a broad term that incorporates various web based
technologies such as blogging, video sharing, wikis, social networks, YouTube and photo
libraries. Kentucky Department for Libraries and Archives (2015) also puts it that most state
agencies operate one or more social media accounts which has added another dimension to
records management. Social media records management is the application of records
management principles to unstructured social media content. Social media allows individuals to
create, organize, edit, collaborate, comment on, combine, share content, like content, resulting in
the creation of public records (Future Market Insights, 2018). In addition to this, Social media
provides another avenue for agencies to engage with the public and to collaborate internally.
Padilla (2018), notes that one of the challenges presented by social media is the identification of
a record.

Iron Mountain (2018) comments that many organizations take a sweeping approach when it
comes to records management. Instead of determining whether tweets or other social media
communication have value, they simply save everything, or nothing at all. From this point of
view, Stephens (2017) confirms that an entry on a social media site might not always constitute a
record. Iron Mountain (2018) goes on to claim that keeping everything can lead to a costly and
inefficient use of storage. It also can create delays during e-discovery given the volume of
records to be searched, as well as expose your organization to the discovery of items that could
have been destroyed or ignored. Therefore, Kentucky Department for Libraries and Archives
(2015), Scarinci (2016), Adams (2018), Iron Mountain (2018) and ArchiveSocial (2018) specify
that the following should be considered when trying to determine if an entry on a social media
site is a record:

 Does the social media content contain information or evidence concerning an agency’s
mission or policies?
 Is the information unique or available elsewhere?
 Does the social media content contain evidence of official agency business?
 Does it document a controversial issue?
 Does it document a program or project that involves prominent people, places or an
event?

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Carey (2016) Scarinci (2016) and NARA (2016) confirm that if the answer to one or more of the
above questions is yes, then the social media entry is a record. Unless the content created in
social media denotes a new record series, social media records will most likely fit in the
characterization of an existing record series such as press releases. This argument therefore
confirms a statement by ArchiveSocial (2018) that “a record is a record is a record,” including
social media, as early as 2010. If the social media records indeed represent a new records series,
the RRS should be updated to reflect the new series. Uniform Resource Locaters (URLs) for sites
or for feeds can be included in the remarks column of the records retention schedule.

If, in fact, a social media entry is considered a record that must adhere to a retention schedule
and the issue of how to capture the record arises (Adams, 2018). Bullas (2018) notes that social
media records may prove a little more complex than traditional electronic records given their
ability to allow enhancement with additional comments, metadata, or other information. A plan
to export records from a social media site to a record keeping system is important and should be
created in collaboration with an agency’s IT department.

1.3 The current state of Social Media Records capture

Carey (2016) contends that capturing social media records is necessary because it helps
guarantee your government body has access to the records for review, use and, ultimately,
destruction at the end of its retention period.

In addition to the above, Iron Mountain (2018) asserts that given the increase in social media
activity, more enterprise software tools are becoming available to simplify the process of
identifying, capturing and archiving records per an organization’s defined criteria. For example,
some packages offer capabilities that enable you to continuously monitor and then capture and
archive relevant social content stemming from Facebook, Twitter®, LinkedIn® and other
sources regardless of device and location. Verma (2015) adds on that this is challenging because
not all capture methods are created equal; some capture methods fall short of encapsulating the
entire record while others might do a state-of-the-art job while costing money. Therefore, the
following options have been proposed by different scholars that can be used when capturing
social media records.

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a). Use of Applications or Software

These are automated technological options provided that can automatically capture a
comprehensive coverage of a record.

ArchiveSocial and Archive-It: Hight et al. (2017) points out that there are two third-
party subscription based programs that are popular for archiving social media, ArchiveSocial and
Archive-It. ArchiveSocial preserves content from Facebook, Instagram, Twitter, LinkedIn and
YouTube. The site is commonly used by government agencies. ArchiveSocial is able to capture
an original social media post as well as comments made by other users and mirrors the functions
of the original social media post, allowing archive viewers to expand posts, comments, and
pictures. The site continually mines the aforementioned social media sites throughout the day so
that it does not miss any content that could be deleted later on. Institutions that use this service
include the State Archives of North Carolina, the South Carolina State Library, the city of
Austin, Texas, and Snohomish County, Washington.

Instaport.me: Panzarino (2016) notes that Instaport.me is a super simple web service that grabs
your entire archive of Instagram photos and downloads them to your computer in one handy .zip
file. Many social media platforms, such as Facebook, Twitter and Google+, have an archiving
facility embedded in their account options. Instagram, an increasingly popular business tool,
does not have an in-built archiving facility, but images can be downloaded through a secondary
site, Instaport (Sheridan, 2014).

Using PageFreezer: PageFreezer is an online Software as a Service (SaaS) solution that

automates the process of archiving websites, blogs and social media channels such as Facebook,
Twitter and LinkedIn. Mancini (2012) notes that PageFreezer captures all of your social media
content, including DMs in Twitter and Private Messages in Facebook. These captures ensure
compliance with regulators and enable PageFreezer archives usability through the eDiscovery
process. As long as the messages are under the same account, they can be archived, and in full
compliance.

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b). Leave the information where it is' strategy

NSW State Archives (2018) advises that you choose not to capture and keep information of your
social media business operations in internal systems, choosing instead to leave your business
information in its native social media application. For example: You do not export any tweets out
of Twitter. Instead you choose to leave all tweets, and retweets in your Twitter account. You
would choose this strategy if you believe there is no long term value business information in
your social media application, and your business areas will not require ongoing access to this
information. However, many social media service contracts give providers the right to
permanently remove content at any time, without recourse. Therefore using this strategy, there
are no guarantees that social media-based information will remain accessible in future time.

c). Manually

If the previous options are not possible or feasible, a last option for social media management is
to manual capture. Copying and pasting social media posts into a word processing program or
taking screenshots of content are not the most efficient or thorough tactics for capturing social
media records although if this is all your government can manage it is truly better to do
something than nothing at all. In fact, according to the National Archives and Records
Administration (NARA) (92016), a number of federal government agencies use this option with
various methods, including converting screen captures into a PDF/A format this is an archival
version of PDF specifically intended for digital preservation of electronic documents, copying
and pasting directly into Word, and managing multimedia records in the appropriate format
while capturing as much contextual information separately in a word processing program.

There are a number of methods a government can employ to capture social media with varying
degrees of success and ease. As a general rule, it is not a good idea to rely on the social media
tool for recordkeeping; government bodies should keep a copy of the record within their own
filing system. It is likely that use of a combination of these tools will build the most effective
social media information strategy for your organisation.

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1.4 Benefits of social media records management

Keeping social media posts as records helps your government entity be diligent and
comprehensive in its recordkeeping.

It ensures compliance with the law

Mancini (2012) argues that corporations and organizations are always at risk of litigation. Their
website and social media accounts are business records that can be used as evidence in a
potential lawsuit. Without a proper archive of their web and social media content, firms face
enormous eDiscovery costs, spoliation charges, and significant damages. By using mechanisms
such as PageFreezer, Mancini (2012) add that organizations can quickly produce all requested
web and social media information, and dramatically cut costs and risk.

Kamatula (n.d.) notes that Social Media posts that are considered records in case they provide
evidence of government business but are not captured in another format or version and may be
subject to audits and eDiscovery. For instance, information from an online poll that exists only in
social media format would be considered a record that your governmental entity would need to
produce in the event of a Public Information Request. Social media recordkeeping is an
important part of government transparency (Kovshenin, 2016). Therefore, government agencies
have tried to implement access to information act hence leading to legal compliance.

It helps retain a full picture of government business for continuity and historical purposes

Texas Library and Archives (2016) have it that unique records produced through social media
should be kept like other records because they provide valuable information for your government
and public in the present and future. Social media posts help record engagement with the public
that act as evidence for developing programs, events, and reports. Further, these posts can be
considered historically important, as a record of the relationship between a government and its
public.

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1.5 Challenges of managing social media records

Rastogi (2014) argues that Social Media Record Management is slightly different from the
conventional records management, especially because of dynamic and collaborative nature of the
content being managed. He adds on that it also poses some unique challenges.

Agencies and state and municipal government offices are required to store records of
communications so that they will be available for future researchers and can be produced in
response to freedom of Information legal matters. However, in an attempt to fulfill this, agencies
face the flowing challenges;

Lacked social media policies

According to a survey by Gartner, 39% of all businesses participating said they do not any form
of social media tracking or monitoring in the organization. Among the participating B-2-B firms,
51% said they lacked social media tracking policies and processes. In social media records
management, agencies are facing the challenges because of the dynamic and collaborative nature
of social media such as recordkeeping in a collaborative environment. Also, the content is
located in multiple places and the ownership of data relies on a third party (Future Market
Insights, 2018).

Despite how active we are online, it’s easy to forget the value of information we leave behind
when browsing, clicking, and sharing information, particularly on social media platforms. This
digital DNA of our online habits and intentions is what’s known as metadata.

Limited control of social media records

Once your agency has jumped on social media, Verma (2018) says that you suddenly have
content hosted on Twitter, Facebook, YouTube, and who-knows-where-else. How can you
archive content that is not under your agency’s control? With PageFreezer, that’s how. Your
agency can choose to capture content from ANY website, so your social media activity can be
pulled from all over the web and neatly preserved for you. Just tell us which websites and how
often we take care of the rest.

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Recordkeeping in a collaborative environment causes confusion

Sethuraman et al. (2014) says that social media is collaborative by definition. Your agency may
have several different people posting on its behalf, and using different social media platforms. It
is easy for records management to get lost in the shuffle if you are employing labor-intensive
methods of retention.

Loss of importation records

It is argued by Cumming (2013) that because key government business processes including
policy development, community engagement, emergency management, business collaboration
and project management are increasingly moving to social media channels. And social channels
are complex spaces. They are third party owned and hosted, dynamic and collaborative.
Maintaining important information in these environments can be very challenging. We therefore
need to take heed of the fact that a lot of key business operations are moving to social media
technologies, and we need to think about this transition from an information-based perspective.
Cumming (2013) confirms that this is a real risk because if we don’t make sure our frameworks
for managing information are appropriately shifting to support social media, we genuinely risk
losing our business intelligence and accountability frameworks in these business environments.

Social media records are subject to alteration

NSW State Archives (2018), Cumming (2013) and Santa (2018) concur that agencies anticipate a
great deal of change in the social media landscape in part due to increasing technological
convergence. Altogether these changes will provide more challenges to records management
staff and their ability to capture and preserve content. Santa (2018) supplements that manual
documentation of social media is time consuming and error prone. It puts agencies at the mercy
of social media companies who are under no obligation to preserve content, and of third-party
posters who can delete their comments at any time. Documents produced using screenshots can
also be easily edited, making them difficult to authenticate in court.

A perceived risk associated with social media sites is the potential for a government or agency to
be held liable for public comments posted to its site. New York State Archives (2010) mentions
that Social Media technologies raise issues for managing records made or acquired through their

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use, mainly because of the unprecedented capabilities they offer for end‐user creation,
annotation, categorization, and organization of content and because they enable groups of
interacting persons, or social networks, to come into existence and communicate.

Implementation of records disposition schedules is hard

Social media turned records retention into an administrative nightmare, multiplying online
records many times over. Because the technology is new, it is not yet clear to what extent
traditional records retention and disposition practices apply to social media content (New York
State Archives, 2010).

Liability from Third-Party Content

Having an environment for open communication can be positive and productive for public
entities, but it also leaves the door unlocked for a third-party commenter to share obscene,
offensive, defamatory, illegal and other undesirable content on social media pages. Chawla
(2014) complains that it gets tricky to manage. Not only do local organizations have to navigate
comment moderation and First Amendment rights, but also if the third-party poster decides to
delete his or her unsavory content it can be lost forever. Losing this information could present a
problem if a legal situation ever came up.

Lack of a comprehensive method to preserving social media records

Santa (2018) reveals that the preservation of Facebook pages is problematic. There are
“archiving tools” that capture text and other content posted on Facebook, but there are few
resources that capture the cohesiveness and overall style of a Facebook page. The New York
State Archives has been experimenting with a web harvester to capture its Facebook page, with
limited success. Few state agencies and local governments may have the resources to purchase a
web harvesting application, systematically harvest their own social media pages, and work out
the more problematic technical issues.

The literature has observed a lack of regard for recordkeeping within agencies to be a barrier to
capturing social media records. When Lips and Rapson (2009, p.78) interviewed New Zealand
government project managers responsible for implementing new technologies, they discovered
that most of them did not consult their department’s records managers prior to deploying their

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projects. NARA (2010, p.18) also observed how new technologies can be quickly adopted from
the bottom-up, without the knowledge of records managers. The most recent study conducted by
SRNSW in 2012 found that there is still a lack of awareness in government, even among records
managers, that social media content can be records.

Lack of consistent approach to management of social media

Adams (2018) contends that managing social media records is already becoming something of a
pain point for enterprises, and the lack of consistent, comprehensive policies around all
collaborative content is an issue agencies must quickly address. A recent Association for
Information and Image Management study found that 37 percent of respondents agreed that there
are important social interactions that are not being saved or archived, while less than 15 percent
of organizations included social postings in their information governance policies.

1.6 Strategies to manage social media records

In contrast to the principle that records are determined by their content not their format, some
public agencies have found current Retention and Disposal Authorities (RDAs) inadequate for
social media (QSA, 2010; ACT-IAC, 2011, NARA, 2010). Alternatively, the Smithsonian
Institute, which is responsible for in excess of 500 social media accounts, has adopted a big-
bucket approach to capturing and preserving content. They appraise each site as a whole, and use
the amount of original information contained within to determine how often records are captured
(Wright, 2012).

Developing a Policy

The first step for public agencies who wish to ensure compliance with their state’s public records
laws when using social media is to implement a comprehensive social media policy that clearly
states the role of records retention.

An agency must ensure records management guidance is included in social media policies and
procedures. Staff and content creators should partner to articulate clear processes, policies, and
recordkeeping roles and responsibilities thereby ensuring social media records are identified and
managed. These officials are encouraged to consult with one another on a regular basis so that

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records management issues can be addressed prior to rolling out new web 2.0/social media
platforms. In cases where a social media tool involves collaboration between multiple agencies,
those agencies must develop a consensus and strategy for complying with the regulations
(Ressler, 2010).

Mahar (2018) notes that for local government workers that deal with public records, the rise of
digital communications has completely changed the way they do business. Today, retention is
not simply about which papers to save and which to shred, but rather, how to effectively capture
and catalog the myriad communications channels that people use every day. According to NSW
State Archives (2018), once social media channels become widely accepted for business
communication and engagement in your organisation, it is likely there will be a greater need for
effective management of the information generated. Therefore, there are a range of information
management strategies you can apply to your social systems, based on your specific business
needs and risks.

Designing retention schedules

Agencies must identify the official record and determine how it will be managed. Some social
media records may be temporary; with a transitory, short, or long term retention. Some may even
be permanent, such as a blog by an agency senior official. After an agency has identified social
media content as a Federal record, it must determine whether an existing disposition authority
applies, including the General Records Schedules (GRS). If the content is not covered by an
existing authority, a new schedule should be developed. An agency should develop a new
records schedule if social media users enhance the content by adding comments, metadata or
other information that becomes part of the complete record (NARA, 2014).

1.7 Conclusion

According to franks Franks (2018), effective management of social media records relies upon the
implementation of the social management program for all records regardless of medium. Franks
goes on to assert that it could be impossible to build a strong program to address the challenges
of emerging technology on shanky foundation. Therefore, this argument leads us to encourage
public sector to come up policies, procedures, Acts, facilities, that are main key elements of an

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effective records management program. These elements are also emphasized by Cumming
(2014).In doing so, challenges related to loss of Social Media records, insecurity, to mention but
a few will become minimal.

While Mahar (2018) notes that it is quite common to simply back everything up and save
everything, we must note that not all information posted and shared on social media platforms is
termed as records. Therefore, NSW State Archives (2018) says that you do not need to make and
keep information of all your organisation's social media business. There are no blanket rules that
say 'you must make and keep information about everything you tweet and every update on your
Facebook wall'. Information management rules do apply to social systems but they are governed
by your organisation's specific needs and risks. Social media is a delivery channel for business
and decisions to keep information is based on business needs for information, not the fact that
social media is being used as a delivery platform.

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