UWF Social Media Guidelines

Introduction

The University of West Florida recognizes social media and networking as a valuable marketing and communications tool. In order to operate within these mediums effectively, UWF has developed social media guidelines to ensure that interactions on behalf of UWF represent the university's best interests. The guidelines will be periodically updated to reflect the latest social media trends and best practices. The University of West Florida Social Media Guidelines apply to social media accounts created by faculty, staff and current students on behalf of UWF groups, departments, programs, other organizational units, etc.

UWF Marketing & Creative Services maintains various social media accounts to market and communicate news about the university, including: the official UWF Facebook page (Facebook.com/WestFL), Flickr (Flickr.com/UWF), Instagram (Instagram.com/uwf), Twitter (Twitter.com/UnivofWestFL) and YouTube (YouTube.com/UWF).

Departments and other UWF entities may choose to develop their own accounts within the various social media outlets. The following information includes an overview of social media and outlines university guidelines regarding social media activity on behalf of UWF and best practices to consider when posting about UWF.

Overview

What is Social Media?
Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and Web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.

Guidelines

Collaborate with University Marketing and Creative Services.

• All social media presences established and/or managed on behalf of UWF must be documented with the Marketing and Creative Services Department. Faculty, staff and others who are interested in establishing and/or maintaining an official UWF social media presence will need to complete the Marketing Needs Assessment Form available in MyUWF (search Marketing & Creative Services Needs Assessment Form). The form is designed to help you develop a strategy for best results. For additional information regarding social media, contact Megan Prawdzik, Public Relations Director, at mprawdzik@uwf.edu.
  
  
• Departmental presences are required to become a “Fan” and/or “Follower,” etc. of the official UWF social media presences, including but not limited to: Facebook.com/WestFL, Flickr.com/UWF, Twitter.com/UnivofWestFL and YouTube.com/UWF.

Be consistent with UWF's brand.

• Remember that any content posted on behalf of UWF should be a positive representation of the university and reflect the university's mission, vision and value, as well as brand and message.
• Follow the editorial and graphic standards set by the university. Standards are available online at uwf.edu/standards.

Monitor, update and engage responsibly.

• Assign at least one administrator who can regularly monitor postings and update content.
• Aim for regular, consistent postings and updates, at least once a week and, depending on the platform, more frequently. For example, up to twice a day is appropriate for Facebook. Consult with University Marketing and Creative Services for additional best practices.
• In line with UWF's performance model, "Excellence Matters," go above and beyond to assist those who ask questions or make comments regarding UWF.

Be transparent.

• Be honest about your identity. If you are authorized by your supervisor to represent UWF in social media, say so.
• If you choose to post about UWF on your personal time, please identify yourself as a UWF faculty, staff member or student. Make it clear that what you say there is representative of your views and opinions and you are not presenting yourself as a spokesperson for UWF. Use a disclaimer such as: "I am an employee at University of West Florida; however this is my personal opinion," or your words to that effect.
• Never hide your identity for the purpose of promoting UWF through social media.
  

Post accurate and useful information.

• Make sure that you have all the facts before you post. It's better to verify information with a source first than have to post a correction or retraction later. Cite and link to your sources whenever possible; after all, that's how you build community.
• If you make an error, correct it quickly and visibly. This will earn you respect in the online community.

Be respectful.

• UWF departmental accounts should not be viewed as a personal project or a medium of personal expression, but rather as outlets to communicate departmental news, events and information. All information posted should be related to UWF.
• Respect the social communities you engage with on behalf of UWF. You are more likely to achieve your goals or sway others to your beliefs if you are constructive and respectful while discussing a bad experience or disagreeing with a concept or person.
• Think before you post. There is no such thing as a "private" social media site. Search engines can turn up posts years after the publication date. Comments can be forwarded or copied. Archival systems save information even if you delete a post. If you feel angry or passionate about a subject, it is wise to delay posting until you are calm and clear-headed.
• Respect university time and resources.

Be a valued member.

• Before you post, consider your audience and the content you have to provide. Make sure you are adding value to the community by posting useful information.
• If you join a social network like a Facebook group, or comment on someone's blog, make sure you are contributing valuable insights.

Maintain confidentiality.

• Avoid disclosing any information that is confidential or proprietary to the University of West Florida or to any third party that has disclosed information to the University.
• Observe applicable law: remember in particular that information concerning students is protected by state and federal law and cannot be disclosed; trade secrets and other information deemed "confidential" by agreement or by law cannot be disclosed; and certain personnel information is limited access/confidential according to state law and cannot be disclosed. For more information or clarification, refer to http://uwf.edu/president/policies/procedures/faqs_public_record_laws.pdf.
  

If you have suggestions or are unsure about what information to post or what social media platform would be best to get your message out, contact socialmedia@uwf.edu.

We wish to acknowledge Brock University and CASE whose related policies and procedures served as a framework for the development of these guidelines.

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