Abstract

The Social Media Guidelines of ORF, Austria’s public service media, recommend 10 voluntary principles for all ORF employees regarding how to behave on social media, starting with the awareness that their online activities are perceived not only as private individuals but also as ORF representatives. The Guidelines emphasize that everyone is responsible for their own behaviour on the internet, but for example, political and economic friendships should be handled carefully. Expressing personal political opinions on social media could question journalistic independence and objectivity.