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Strategy, Policies and Frameworks

Social Media Principles and Best Practice Guidelines

Social media strategies which can be tailored to each organisation

The AIS recognises the value of social media as an important tool for athletes, coaches and staff of National Sporting Organisations (NSOs) to engage, interact, communicate, learn, promote and build a brand.

In addition to the value of social media, e-safety and reputation management is crucial in order to protect high performance (HP) sport stakeholders. The impact to careers, reputations and health can be significant when HP staff and athletes are subject to, or engage in, inappropriate social media use.

The Principles and Guidelines can be used to assist NSOs to review current or establish tailored social media strategies specific to their unique needs. They are intended to operate in conjunction with other components of an organisation’s relevant policies, such as its Member Protection Policy, IT/email Policy and Privacy Policy.

Download printable version of guidelines

Download editable social media policy template

What constitutes social media?

Social media is a collective term for websites and applications that enable users to create and share content or to participate in social networking. Social media tools enable communication, community-based input, interaction, content-sharing and collaboration, in real-time.

The types of websites and applications that are considered social media for the purposes of the AIS Social Media Best Practice Principles include, but are not limited to:

Social networks (e.g. Facebook, Twitter, LinkedIn, WeChat, etc)

Media sharing networks (e.g. Instagram, TikTok, Snapchat, YouTube, Vimeo, etc)

Instant messaging (e.g. WhatsApp, Messenger, Telegraph, etc)

Blogging and publishing networks (e.g. WordPress, Tumbler, Medium, etc)

Podcasting platforms (e.g. Apple Podcasts, Stitcher, etc)

Sporting team apps (e.g. TeamApp, Heja, etc)

Discussion forums (e.g. Reddit, Quora, Digg, etc)

Bookmarking and content curation networks (e.g. Pinterest, Flipboard, etc)

Music sharing networks (e.g. Spotify, Soundcloud,, etc)

Gaming networks (e.g. Discord, Twitch, etc)

Social review networks (e.g. Yelp, Zomato, TripAdvisor, etc)

Social shopping networks (e.g. Amazon, Etsy, etc)

Anonymous social networks (e.g. Whisper, etc)

Sharing economy networks (e.g. Airbnb, Uber, Airtasker, etc)

Online encyclopedias (e.g. Wikipedia, etc)

Online Dating apps (e.g. Tinder, Hinge, Bumble, etc)

Other interest-based networks

Social Media Principles

The AIS Social Media Best Practice Principles for NSOs are:

Social Media Guidelines

The AIS Social Media Guidelines to support four of the principles:

For further information

For more information please contact Alison Cooke

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