"For media organisations and broadcasters, blogs and other forms of online speech are fast becoming the most important forms of communication with audiences. To maintain the quality and consistency of your brand, any staff member who communicates officially on behalf of your organisation in any social media forum or platform or posts on any of your pages, should be sure to comply with the following: Be respectful of the audience. If you would not put it on air or have it printed on the front page, then do not post it online; employees who post content on behalf of their organisation or as part of their jobs must always identify themselves; anyone posting on an organisation’s social media sites or any other official social media pages must uphold the values and mission of the organisation and should coordinate with their manager; do not pick arguments online and do be the first to correct your own mistakes, and don’t alter previous posts without indicating or evidencing that you have done so; always add value. Provide information that is worthwhile. Your brand is an important asset. Whatever you publish will affect your brand; one needs to be ethical and responsible in social media interactions. (Reflect what the company you work for expects of you.); market your brand: Post about the organisation or relevant content, news and programs; engage the audience and their responses professionally, avoid emotional attachment at all times; trust is built on credibility. Verify anything you post for accuracy; always seek guidance on legal related matters." (Best practices, page 4)