Disney Parks Social Media Code of Ethics

Anyone hired by Disney Parks and Resorts knows the importance of Disney’s stellar reputation. Disney is known for providing above and beyond guest service in all parks and resorts worldwide. Being such a huge, household name, Disney relies on its strong code of ethics to keep its highly regarded reputation.

The first Disney park opened in 1955. The world has definitely changed a lot since then, including the emergence of social media. Social Media has given Disney guests, fans, and employees a platform to openly share their opinions and experiences with thousands if not millions of onlookers on the internet. Social media takes away Disney or any brand’s control of the narrative. Developing a code of ethics for social media engagement can help minimize and manage any potential crisis situation. Below is how I believe their Code of Ethics might, or should, look like.

Introduction

The Walt Disney Company’s world-renowned Parks and Resorts division prides itself on integrity, excellent guest service, and providing a world of the past, future, and fantasy to our guests. In order to maintain the quality of our brand, it is of utmost importance that we integrate these themes into our communications to our guests, cast members, and stakeholders.

Social Media is an extension of our brand and should be treated with the same integrity and ethical morals that we conduct inside our properties worldwide. While the company’s social media outlets project messages to our audience, so does that of our cast members. As Cast Members, we act as spokespeople for the company even when we don’t intend to. It is our responsibility to represent the company with integrity and ethics that can be found in our Social Media Code of Ethics.

Code of Ethics

Disney Cast Members responsible for managing social media accounts should adhere to the following standards:

1. Be accurate when communicating important information about Disney Park’s offerings.
2. Do not communicate confidential information. Information communicated must have public release approval.
3. Use language that can be appreciated by all ages.
4. Media posted should all be approved Disney images that adhere to the confidentiality guidelines.
5. Media posted should be appropriate for all ages.
6. Media posted should not mislead viewers or misrepresent subjects.
7. Do not publicly engage with a social media conflict with more than two (2) messages. More information regarding the conflict should be collected in private messaging.
8. Do not make promises to guests without approval from the correct department.
9. Do not accept or offer bribes, gifts, or favors for personal advancement at the expense of the company.
10. All posts should be created and designed by the company. If sharing User Generated Content, ask for user permission.
11. Do not engage directly with false accusations or information.
12. Do not engage with harassing behavior.

Disney Cast Members must represent the company up to company standards on their personal social media accounts as well. Cast Members should adhere to the following standards in their personal life:

1. Do not share any information about the company that is not deemed public knowledge (Posted by company social media, blogs, etc.).
2. Do not share media that exposes “backstage locations.”
3. Do not share information about “backstage locations.”
4. Do not publicly or privately defame the company in any way.
5. Do not use company-provided perks for self-benefit.

In the event of a crisis, all Cast Members managing company social media handles should follow the following guidelines.

1. Respond quickly to the event with all information known at the time in an authentic, apologetic tone.
2. Responses should provide information that is direct and accurate.
3. Do not share any information that is not factual.
4. Remain transparent with the audience and provide updates as more information becomes available.
5. Pause any pre-scheduled posts in respect of the crisis and those affected.
6. Direct all comments and conversations on the topic to the crisis web page or Facebook wall so all comments are contained and in one place for guest support.
7. All messages regarding the event should be consistent across all platforms and company-owned social media handles.

While Disney is a huge company, it is possible that its code of ethics or crisis communication plan is more complex and involved. It’s possible that each Disney-owned entity shares the same ethical code to create uniformity of the messages posted across all platforms. While one crisis might only affect the parks division of the company, it is possible that the company would use handles from other divisions to support the issue as well. A company with Disney’s size is sure to have a very lengthy and detailed Code of Ethics, but this is a good start.