Abstract

The “Social Media Guidelines” by the public service media in Austria (ORF) recommend ten voluntary principles for all ORF employees regarding how to behave on social media, starting with the awareness that online activities are perceived not only as private individuals but also as ORF representatives. It is emphasized that everyone is responsible for their own behaviour on the Internet, but for example, Polishitical and economic “friendships“ should be handled carefully. Expressing personal Polishitical opinions on social media could question journalistic independence and objectivity.