WNF Social Media Communications Policy
1. Purpose
The purpose of this policy is to establish clear guidelines and protocols for all social media and other public-facing digital communications activities within, by, and associated with the World Naturopathic Federation (WNF), ensuring consistency and alignment with the WNF's mission, strategic vision and plan, and effective engagement with members, non-profit partners, corporate sponsors and other stakeholders.
2. Scope
This policy applies to all social media and other public-facing digital communications carried out by, on behalf of, or associated with the WNF, including but not limited to:
• Media relations
• Social media
• Public statements
• Videos and digital media used as part of the WNF social media. It covers all social media and other public-facing digital communications by staff, volunteers, Committee members, and any other representatives of the WNF
3. Governance of Communications
3.1 Communications Committee
The Communications Committee ("the Committee"), will oversee the development, implementation, and evaluation of the WNF's social media communication strategies. The Committee's responsibilities will include:
• Reviewing and advising on social media and other public-facing digital communications policies and strategies.
• Providing social media guidance and communication guidance to WNF members, staff and committee members.
• Ensuring communications align with the WNF's mission and strategic plan
• Supporting the WNF Marketing Co-ordinator in the creating and curating of content for WNF-related posts across various social media platforms.
• Executing social media and other public-facing digital communications, as aligned to WNF’s mission and strategies, and as approved by Executive (where necessary).
• Handling member requests for communications, including reposting membergenerated content on WNF's social media platforms. (Note: The Committee does not
WNF Social Media Communications Policy
create content on behalf of members but will share content provided by members with proper attribution.)
• Reviewing and making recommendations for Executive approval of major communication initiatives, campaigns, or projects
• Assessing the impact and effectiveness of communications efforts.
• Addressing feedback on WNF social media content.
The Committee will approve all social media and other public-facing digital communications materials and initiatives of the WNF. It will refer all social media and other public-facing digital communications materials and initiatives as defined in 3.2 to the Executive for approval with input and recommendations. The Committee is guided by key reference documents, including the WNF Social Media Guide 2022, to ensure that all communications are consistent with the WNF’s standards, tone of voice, and best practices for online engagement.
3.2 Executive Approval
All communications materials and initiatives that have the potential to affect the WNF’s reputation, legal standing, or public image must be approved by the Executive Team before release. This includes, but is not limited to, official press releases, public statements, website documents, major social media posts and videos released on WNF social media platforms The Executive Team retains final approval for the overall strategic communications, with initial oversight and input from the Communications Committee, WNF Marketing Coordinator and/or WNF CEO.
4. Risk Mitigation and Confidentiality
4.1 Confidential
Information
To protect the confidentiality of sensitive WNF and information, the following guidelines will be followed:
• Confidential Information: Information that is not intended for public disclosure and could adversely affect the WNF’s operations or reputation if made public. Examples include, but are not limited to, financial records, internal emails, sensitive donor information, and personnel matters.
• Approval Protocol: Any communication containing confidential or sensitive information must be reviewed by either the WNF CEO, the Communications Committee and/or the WNF Officers or Executive before dissemination.
WNF Social Media Communications Policy
• Non-Disclosure: Staff, volunteers, Committee members, Executive members and Officers with access to confidential information must sign the WNF Policy on Confidentiality, Conflict of Interest and Code of Conduct, ensuring that sensitive data is not shared inappropriately.
4.2 Intellectual Property (IP) Protection
The WNF’s intellectual property, including but not limited to logos, proprietary content, research, and publications, must be safeguarded against unauthorized use or distribution. The following practices will be in place to mitigate risks related to IP:
• Ownership of IP: All communications materials, designs, and content produced by the WNF are owned by the WNF. All WNF documents published by the WNF will indicate WNF copyright. Employees and volunteers will be made aware that all IP created during their engagement belongs to the WNF.
• Copyright Compliance: The WNF will adhere to all copyright laws and licensing agreements for third-party content (images, videos, articles, etc.). Any content shared that involves third-party materials must include proper attribution and secure licensing.
• External IP Use: Any materials containing IP that will be shared or posted outside the WNF must receive prior review and approval by either the WNF CEO, the Communications Committee and/or the Executive to ensure that the protection of IP is maintained.
• External IP Review: The WNF staff, Committee members, Executive members and Officers may periodically review members, non-profit partners and corporate sponsors use of the WNF logo and will address any issues brought to their attention regarding the inappropriate use of WNF materials.
4.3 Social Media and Online Platforms
All social media channels, blogs, and online communications must adhere to the following protocols:
• Official Accounts: Only authorized individuals, such as members of the Communications Committee or designated WNF staff, may post on the WNF’s official social media accounts. Any public-facing content should reflect the WNF’s mission and adhere to the tone of voice established by the WNF and the Communications Committee.
• Content Generation Oversight: The Communications Committee will review and provide oversight on all content generated for external communication platforms to ensure it aligns with the WNF's mission, strategic plan, and established tone of voice.
WNF Social Media Communications Policy
This includes ensuring that messaging is consistent, appropriate, and supports the WNF’s values and reputation. All content must be carefully vetted to avoid misrepresentation and ensure that it is aligned with the WNF's long-term goals. If there is uncertainty or potential for reputational risk, content must be escalated for further review and approval by both the Communications Committee and Executive Team.
• Sensitive Information on Social Media: Confidential or proprietary information must never be shared on social media. If there is any doubt about the sensitivity of a message, it must be escalated for review by the WNF CEO or the Communications Committee and/or WNF Executive.
• Non-Commercial Communications: All communications must maintain a focus on the WNF’s mission, values, and not-for-profit objectives. As such, the WNF will not post or share communications content that has a commercial or for-profit interest for individuals, private businesses, or commercial ventures The WNF may post members, partners or sponsors conferences or other related events.
4.4 Crisis Communications
In the event of a crisis or potential reputation risk to the WNF, the following protocol will be followed:
• Immediate Response: The CEO, in consultation with the Officers and Communications Committee, as necessitated, will develop and release a response plan.
• Designated Spokespersons: The CEO and Officers will identify approved spokespersons (usually senior leaders) to speak on behalf of the WNF during crises.
• Confidentiality in Crisis: During a crisis, the confidentiality of internal discussions and documents must be maintained, and information should only be shared once authorized by the WNF CEO, Officers or the designated spokesperson
5. Monitoring and Reporting
The Communications Committee will monitor communications efforts to assess their impact, including:
• Stakeholder Feedback: The Committee will regularly collect feedback from stakeholders (members, non-profit partners and corporate partners) to assess the effectiveness of communications.
• Risk Assessment: The Committee will review communications risks periodically and adjust strategies as necessary.
WNF Social Media Communications Policy
• Compliance: The Communications Committee review compliance with this policy during regular audits and report findings to the CEO, Officers and Executive
6. Training and Awareness
The WNF CEO, staff and volunteers will undergo periodic training on communications protocols, confidentiality, and IP protection, to ensure understanding and compliance with this policy. Specific training on crisis communication and social media policies may also be conducted as necessary
7. Policy Review
This policy will be reviewed every three (3) years by the Communications Committee and Executive Team, and revised as necessary to ensure it remains aligned with the WNF's goals, evolving communication trends, and regulatory changes.
Approved By WNF Executive:
May 14, 2025