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What is social media?

Social media is the name commonly given to Interactive Communication Technology platforms; primarily those which enable users to interact and communicate by sharing content such as opinion, media (video, images and audio) knowledge and interests. The key feature of all social media platforms is that of a central focus on user generated content.

Corporate accounts

Our main corporate accounts are:

District Accounts:

Additionally we have a FireBike Facebook account.

We also have some dormant accounts on X, these are no longer used.

No other corporate social media accounts are to be set up.

The most appropriate social media sites to use are kept under constant review.

Corporate social media accounts management

Corporate social media accounts are managed by the communications team, with some access also granted to Control, prevention and people services. Recruitment posts are managed by People Services. Station based staff can request edit access through the communications team, to their local district Facebook page to provide updates about their station activity.

What we will use social media for

We use social media as a concise and fast platform to inform and engage with the public and increase our online presence and visibility. It provides a personal approach to informing, updating and engaging with the public.

Our social media accounts are used to promote community safety advice and events, business fire safety advice and events and key partner agency messages. We will use our social media accounts to;

  • promote community safety advice
  • promote business fire safety advice
  • provide details of events such as exercises, station open days,
  • promote recruitment opportunities
  • provide details of day-to-day activity such as training
  • share details of local road closures or local weather updates
  • publicise Service initiatives and consultations
  • support Service or national campaigns
  • share key messages for partner agencies.

The communications team and Control may also share details of incidents or warning and informing messages on the corporate social media channels. Station based staff must not post incident information unless it’s a round of the number of incidents their station has attended or a share of a post made by the main NYFRS account. This reduces the risk of non-corporate or conflicting messages being shared which can cause confusion for the public especially during major or multi-agency incidents where there may be agreed communications lines and messages.

Training

All staff, with access to a corporate social media account are required to complete the Social Media e-learning module on LearnPro, every two years.

The communications team will also provide regular guidance and reminders to those staff who have edit access to any of the corporate social media accounts.

General guidance about the personal use of social media is contained within the Protecting Information LearnPro modules.

Personal use of social media

 All staff who use social media privately are advised to review the privacy/ security settings to protect themselves and their family and friends.

If you have identified yourself as a member of the Service, you should ensure that your profile(s) and any posted content is consistent with how you wish to present yourself to colleagues and the public.

Our reputation for quality and service in the community is crucial and staff should be aware of this when identifying themselves as employees on social media sites.

We welcome staff using their personal social media accounts to promote key Service messages such as community safety advice or recruitment opportunities. If members of staff do share posts made by the corporate accounts they should ensure that any text they use or add to the posts are in line with our policies. This includes ensuring that they do not feature derogatory remarks or anything which may make individuals feel excluded from recruitment opportunities.

Personal information which is published on social media sites must not bring the Service into disrepute. Examples of this include posting inappropriate pictures and or comments linked to your employment or colleagues that may be considered derogatory, offensive or bullying (see Staff Code of Conduct).  You must never disclose confidential information gained through your employment.

Information on social media may be available for a long time after it was posted, even if the person who posted it deletes their original post. Remember people can repost items or take screenshots of content.

Staff who regularly encounter young people through youth intervention programmes should make themselves aware of the Safeguarding Policy.

District Facebook pages

To request edit access to one of the districts Facebook pages you will need to have a personal Facebook account.  You must not create a fake personal Facebook account to access the district accounts as this breaches the terms and conditions of using Facebook. A full list of terms for creating Facebook pages can be viewed  on their website. You should also read the Facebook Community Standards before asking for access.

Once you request access to a district page, you will be given access to the social media LearnPro which you’ll need to complete before access is granted.

Members of the public will not be able to see that you have access to the district account and they won’t know it is you who has posted something. Other editors and admins for that district page will be able to see your name on posts you’ve made.

To request access to a district Facebook page you must email commsandmedia@northyorksfire.gov.uk with details of where you work (which station and watch if appropriate) and which district account you want access to.  The Communications Team will keep a list of volunteers for each of the district accounts so that they can provide guidance to those with edit access.  Only the communications team will give people access to the district pages.

Your personal email address will only be used for setting you as an editor to the page and will only be visible to the administrators who manage permissions. The Communications Team will not keep details of your personal email address outside of Facebook once you’ve been granted access. Emails from the communications team with guidance and updates will be sent to your North Yorkshire Fire and Rescue Service email address.

You should ensure that you have a strong password for your personal Facebook account to reduce the chances of someone being able to access the district page.

When you have been given access to the district page, log in to your Facebook account as normal. To access the district page once you’ve logged in:

  • on a desktop-click on your profile picture in the top right-hand corner and then on the drop down you’ll get the option to switch accounts.
  • on an internet browser on a mobile device, click on the three lines at the top of right, then click the dropdown arrow where you name appears. You’ll see a box at the bottom that says ‘your pages and profiles’ and you can switch into your page.
  • on the Facebook app, click on menu and then where your name appears at the top click on the dropdown arrow. You’ll then get the option to switch into the district page

 

Once you are on your district Facebook page you can post content in the same way you would on a personal Facebook page, by clicking in the ‘what’s on your mind?’ box. You’ll also get a range of options such as adding a photo.

House rules (for public interaction)

 We will:

  • confirm our identity and list official accounts on our website
  • monitor accounts during office hours
  • respond politely and in a timely way during office hours
  • signpost other contact routes when needed

We ask the public to:

We will not tolerate abusive comments aimed at our staff. Comments breaching any of these rules may be hidden or deleted and, in some cases, reported to the social media platform. We may also block individuals from commenting on our posts if they continue to post inappropriate comments. Serious cases may be referred to the police.

Posting guidance for staff

All staff using social media must ensure that any content they post:

  • Protects the Service’s reputation and does not bring the Service into disrepute.
  • Complies with all organisational policies including, but not limited to, the IT Usage Policy and Staff Code of Conduct.
  • Respects copyright laws, for example by not using images or graphics taken from internet searches without permission.
  • Does not identify any individual. Posts must respect the privacy of individuals encountered whilst undertaking work.
  • No personal information should ever be shared.
  • All photos and videos must be checked for unintended personal data such as names, addresses, phone numbers, car registrations, business information etc. This includes details visible on whiteboards, within appliances or on Tip sheets.
  • Does not include photographs or videos of staff, members of the public, or within the boundaries of private property without consent.
  • Is not libellous and does not make statements that could damage a person’s reputation.
    • Care must be taken when sharing opinions expressed by others as it can be seen as endorsement which could still be considered as libellous
  • Does not endorse specific brands, service providers, products or causes.
  • Is politically neutral.
  • Takes into account Service security- e.g. doesn’t include photos where alarm codes are visible.

Content on corporate social media accounts may be removed by the Communications team or posters may be asked to remove content if it breaches any of the guidance set out above.

Top Tips

To ensure accessible, effective posts:

  • Make sure your post stands out- you only have 3 seconds to grab someone’s attention.
  • Always use plain English.  There’s useful information about writing in plain English at https://www.oxbridgeediting.co.uk/blog/what-is-plain-english-a-guide-for-writers-and-editors/
  • Add alternative (ALT) text to all photos or a description of the image in the body text) to describe what the image is showing.
  • Don’t using bold, italicised or capitalised text as they make posts more difficult to read.
  • Don’t use colour to convey a key message or to distinguish between information in charts/tables
  • Avoid posting graphics (text over images) as they are not accessible. Instead use an original photo ensuring you have consent if needed.
  • Use emojis sparingly, don’t use them to communicate core messages and check their meanings on https://emojipedia.org/ before you include them.
  • Use CamelCase for hashtags (e.g. #BeMoorAware).
  • Keep links to a minimum and avoid linking to other websites unless necessary. If you do need to add a link include it in the first comment rather than including it in the main post text. You can add some text to the end of the post to let people know where they can find the link e.g.  “We’ve included a link in the comments.”
  • Include as much information as you can in the text post but remember big blocks of text can be hard to read on a mobile device so use line breaks to break up text.
  • Avoid posting QR codes on social media. Most people look at social media on a mobile device so aren’t able to scan the code.
Direct messages and comment management

We have direct messages switched off on our Facebook accounts. Instead, we ask people to contact us through our other contact channels Get in Touch – North Yorkshire Fire & Rescue Service

We do not monitor our social media channels 24/7 but on channels where direct messages are switched on responses will be provided in a timely manner.

We will not release any personal information via direct messages or in comment replies, including details of whether someone is employed by us.

Direct messages received via social media will be deleted after three months.

We will monitor comments on posts and hide any which:

  • use offensive language
  • are threatening or abusive
  • constitute hate speech
  • are spam/advertising

Guidance for staff

  • Regularly review any posts you have made and respond to comments in a timely and polite manner, where appropriate.
  • The communications team will not routinely respond to comments or replies on district accounts unless specifically asked to or consulted for advice.
  • Before replying to any comment, check with relevant teams if necessary to ensure the information you provide is accurate.
  • If you need guidance on how to respond, particularly to comments that may be sensitive, controversial, or political please contact the communications team.
  • Screenshot any comments that are inappropriate and send them to the communications team. Ensure the comments are hidden or deleted.
  • If you are upset by any comments or messages please seek support through the normal routes.
  • AI generated images are becoming more common and they pose a serious risk. These include data breaches, identity theft and contributing to the spread of misinformation. If you spot an AI generated image involving our staff, buildings or vehicles:
    • screenshot it
    • ask people to remove it if appropriate
    • consider doing a post explaining it’s not real. Contact the communications team if you need advice
Taking and using photos and videos on social media

Before taking any photos or videos have a look at the section of this document on the Visual Imaging Policy.

Images (including videos) of people are classed as personal information and as such Data Protection rules apply to them which means you must get consent and complete a visual imaging consent form for any photos or videos you intend to post on social media that include people/are within the boundaries of private property.

Before taking or posting images/videos:

  • Ensure you have consent from anyone identifiable.
  • Do not post images from inside private property without permission.
  • Think about public perception. For example, if you are taking photos of colleagues you must take care to ensure:
    • All personnel within the image are appropriately dressed including uniform and where appropriate Personal Protective Equipment
    • Nobody within the image is captured making gestures or comments that are lewd, abusive or critical of the Service or any of its employees
  • Do not use copyrighted images or music including those found using internet searches.
  • Do not use AI generated images.
  • Check lighting, orientation and platform suitability (e.g. does portrait or landscape work best). Image sizes for Facebook are 1200 x 630px (link posts), 1200 x 1200px (photo posts).
  • Add alt text to all photos you post (Our Corporate ID Guidelines explain how to do this).
  • Seek advice from the relevant department before creating and posting videos e.g. prevention for prevention videos to ensure you’re providing accurate information.
  • Videos whether for internal or external use must include captions if they include speaking. Seek advice from the communications team around this before filming/creating videos.
  • Do not use Facebook live as there is risk of something inappropriate being broadcast accidentally

Requests from the media to use photos or video shared on social media

Requests from the media to use pictures/videos taken by us and published to any of our social media accounts can be approved as long as we own the rights and have consent from everyone visible within the image/video. You should ask the media to credit North Yorkshire Fire and Rescue Service.

Risks and reporting misuse of social media

 The main risks associated with the use of social media are:

  • potential damage to our reputation due to misuse
  • misinformation or unsuitable content (such as defamatory or abusive posts, inappropriate comments or conversations) could appear to be representative of the Service
  • Potential to miss requests from a member of the public e.g. an FOI request, complaint etc if they are sent through social media.
  • exclusion of members of our communities who do not use social media if too much focus is put on using social media at the expense of other communications channels

If you are a member of staff and have a concern you should:

 If you are a member of the public:

The Service will not monitor staff’s personal social media profiles but reserves the right to access material publicly published by staff, on social media sites, if it receives notification that the content has likely breached any of the Service’s policies. If the Service receives a complaint about something posted on a corporate social media account or a personal social media account it will be investigated in line with the appropriate procedures. Staff should be aware that posting content on a social media sites or behaving in a manner that risk bringing the Service into disrepute, may lead to disciplinary action even if the actions in question take place outside of work.

All employees are under an obligation to ensure that they have regard to this policy.

published to this website 8th June 2026

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