Social Media Code of Ethics: Association of Zoos & Aquariums

A Proposed Ethical Guide for AZA Social Media Practice

AZA Accredited | Monterey Bay Aquarium

A code of ethics provides a definitive and concrete outline of expected practices for an organization to follow. Organizations may range from large scale companies, small businesses, or any entity that has employees or members.

While the contents of a code of ethics may vary amongst entities, these guidelines hold more significance than simply directing employees and members to employ proper business etiquette. These “good decision guides” are often formed with the intetion of upholding the organization’s values, beliefs, and principles.

On the outside, audiences see strategic branding efforts that become familiar- logos, color, and messages. However, these efforts would come unraveled if not for a structured code of ethics holding them together, especially as brands evolve over time.

The Association of Zoos and Aquariums

The digital age has turned social media into an office commonplace. Now, Social Media Marketer is a valued career and marketing departments house entire social media teams. As professional landscapes evolve, organizational codes of ethics must adapt to reflect new business standards. Specifically, the predominantly new practice of social media.

AZA Accredited | Maryland Zoo

This holds true for the Association of Zoos and Aquariums (AZA), a non-profit organization dedicated to the advancement of wildlife establishments. Representing more than 230 facilities in the United States and overseas, the AZA focuses on wildlife conservation, education, science, and recreation while collectively drawing in more than 200 million visitors every year (Aza.org).

The AZA holds an existing code of ethics that reflects its duty and values: “strong relationships with the public, the animals under our care, and with each other.” (AZA). To best serve the species under its care, these ethical guidelines assist in maintaining the organization’s values of excellence, leadership, and storytelling.

Like the wild species it protects, the Association of Zoos and Aquariums continues to evolve. With AZA social media representation on Facebook, Instagram, Pinterest, YouTube, and Twitter, having a code of ethics for social media is a clear need. As it seems, the AZA should consider including behavioral standards for social media practice into its exisisting code of ethics.

AZA Code of Ethics

AZA Social Media Code of Ethics

The following is a proposed set of ethical social media guidelines for the Association of Zoos and Aquariums. Formatting coincides with the current AZA code of ethics.

ii Mandatory Standards

3. Social Media Ethics and Conduct

Privacy

• A member may not distribute or display unauthorized private AZA information amongst any or all personal or professional social media networks on behalf of the AZA or of the member.
• A member may not distribute or display unsolicited of voluntary information regarding other members amongst any or all personal or professional social media networks on behalf of the AZA or the member.
• A member will not permit access to any or all AZA social media networks to any or all unauthorized individuals. This includes members and or non-members.

Accuracy

• A member may distribute or display authorized public company information on behalf of the AZA amongst any or all public or professional social media networks, so long as the action accurately reflects company core values.
• A member may not distribute or display misleading information amongst any or all public or professional social media networks on behalf of the AZA or the member.

Connection

• A member may connect with other social media network users (“friend,” “follow,” etc.) on behalf of the AZA, so long as the action is authorized and accurately reflects company core values.
• A member may message (DM, etc.) other social media network users or accounts on behalf of the AZA, so long as the action is authorized and accurately reflects company core values.
• A member may compose “comments” on behalf of the AZA, so long as the action is authorized and accurately reflects the company core values.
• A member may “react” (like, love, angry, etc.) to content distributed or displayed amongst any or all personal or professional social media networks on behalf of the AZA, so long as the action is authorized and accurately reflects company core values.

Content

• A member may distribute or display authorized content (images, videos, gifs, etc.) amongst any or all social media networks on behalf of the AZA, so long as the content reflects company core values.
• A member may distribute or display user generated content (images, videos, gifs, etc.) amongst any or all social media networks on behalf of the AZA, so long as the content accurately reflects company core values.
• A member may distribute or display content sourced from non-AZA entities amongst any or all social media networks on behalf of the AZA, so long as the content does not infringe upon copyright regulations.
• A member may distribute or display authorized hashtags amongst any or all social media networks on behalf of the AZA, so long as the hashtag accurately reflects company core values.

Personal Participation

• A member may distribute or display content of any kind amongst any or all personal social media networks, so long as the action does not interfere with the core values of the AZA.
• A member may not distribute or display defamatory, threatening, or discriminatory content of any kind amongst any or all personal social media networks that harms another member, the AZA, and or any AZA facility.
• A member may not distribute or display content of any kind amongst personal social media networks that contains member participation in illegal activity.

Citations

AZA. (n.d.). Code of Professional Ethics. Retrieved from https://www.aza.org/code-of-ethics