UWF Social Media Guidelines
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For more information or to discuss strategy and/or guidelines, contact Lauren Smith in the Office of Marketing and Creative Services at (850) 474-3096 or e-mail socialmedia@uwf.edu.
Introduction
The University of West Florida recognizes the value of social media and networking as a marketing and communications tool. With thousands of current and prospective students, faculty, staff, alumni, potential and current donors and the general public utilizing mediums such as Facebook, Twitter, LinkedIn, Flickr and YouTube to stay connected, UWF understands the importance of joining the conversation and encourages the university community to be actively involved with social media. 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 Communications 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), Twitter (Twitter.com/UnivofWestFL) and YouTube (YouTube.com/UWF). Lauren Smith, UWF Marketing Communications, coordinates these efforts. Other departments are welcome to suggest content to be added to these accounts and are encouraged to work with Smith.
Departments and other UWF entities may choose to develop their own accounts within the various social media applications. However, before doing so, it is highly recommended to consider the following questions:
- What is the purpose of the social media presence?
- Who will maintain the presence? (It may be easy to set up accounts, but maintaining a quality presence takes time and thoughtful planning.)
- Have you coordinated with Marketing Communications?
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 involves a natural, genuine conversation between people about something of mutual interest, a conversation built on the thoughts and experiences of the participants. It is about sharing and arriving at a collective point, often for the purpose of making a better or more-informed choice.” - Dave Evans, author of Social Media Marketing: An Hour a Day
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. Andreas Kaplan and Michael Haenlein define social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” [Source: Wikipedia (also a form of social media), March 8, 2010].
Examples
Social media can take many different forms, including Internet forums, weblogs, social blogs, microblogging, wikis, podcasts, pictures, video, rating and social bookmarking. Technologies include: blogs, picture-sharing, vlogs, wall-postings, e-mail, instant messaging, music-sharing, and crowdsourcing to name a few. To view the most up-to-date examples of social media software applications, visit Wikipedia at wikipedia.org/wiki/Social_media#Examples.
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 more information regarding social media, contact Lauren Smith, UWF Marketing and Creative Services, at (850) 474-3096 or e-mail lsmith2@uwf.edu or socialmedia@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.
- Blog postings or emergency communications may generate media coverage. If a member of the media contacts you about a UWF-related posting or crisis, requests UWF information of any kind, inform Kelly Russ, News and Media Services Coordinator, at (850) 857-6109 or e-mail kruss@uwf.edu.
Use Photography and Video Wisely.
- For images and video depicting people, model releases should be signed for each individual portrayed. Model release forms are available online at http://uwf.edu/marketing/services/downloads/photography/ModelReleaseForm.pdf. The university must have approval of any individuals who appear in photos or videos used to promote the university.
- Images and videos should portray positive representations of the University of West Florida and be relevant to UWF news, events, programs and people.
- Consider your audience when selecting photography and video. Choose images that will resonate with the intended target audience.
- Less is more with online videos. Typically, shorter videos (2 minutes or less) are more effective.
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.
- Joining social media networks is the easy part. Maintaining it is where the work comes in. Assign at least one administrator who can regularly monitor postings and update content. Choose wisely. The youngest person in the office may not have access to the information needed to post accurate and timely information, and a senior student will soon graduate, leaving a vacant administrator spot to fill. In short, consider your resources before assigning an administrator.
- Aim for regular, consistent postings and updates, at least once a week and, depending on the platform, more frequently. For example, up to once 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. Don’t post information about topics like UWF events or a book you’ve authored unless you are sure it will be of interest to readers. Self-promoting behavior is viewed negatively and can lead to you being banned from Web sites or groups.
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 the Office of Marketing and Creative Services, at (850) 474-3096 or e-mail socialmedia@uwf.edu for guidance.
We wish to acknowledge Brock University and CASE whose related policies and procedures served as a framework for the development of these guidelines.