Social Media Standards

The UWF Social Media Standards listed below are appropriate for the use of social media and the interactions that take place on all UWF social media outlets.

Development of Social Media Outlets

Create a Strategy

Two key aspects of social media are the strategy and goals behind your social media platform. Based on your target audience, your social media platform, content, media and insights should all be a part of a specific strategy. These strategies should align with the UWF Strategic Plan.

Choose Appropriate Platforms

There are a variety of social media platforms and tools available to share content, profiles, opinions, insights and media. The appropriate social media platform should reach a specific target audience. Institutional Communications will provide guidance regarding the appropriate platforms for your audience.

Align with the UWF Brand

Be sure to utilize the University’s appropriate graphics and components that appear in the University Brand Portal. The portal is vital in promoting and protecting the University’s identity in a consistent manner.

Choose Appropriate Social Media Content Providers

The department chair/director is responsible for the appointment of administrative rights to appropriate personnel. Suggested appropriate content providers are department chairs/directors and full-time faculty/staff. All accounts must have at least two designated account admins.

Utilizing Social Media Outlets

Sharing Event Information on Social Media

Any information about a UWF event, meeting or function that involves a college, division or department should always be posted first on the UWF Event Calendar and the appropriate college, division or department website. Sharing information about a UWF event on social media should be a supplement to your event promotion and not the only means of communicating your event to the UWF community and potential event attendees.

Know Your Audience

To provide appropriate content and messages through social media, various or specific audiences must be determined to be reached through the appropriate platform. Messaging should be clear so that the target audience understands the purpose of your site. Be sure you are adding value to the online community by posting relevant and useful information.

Use Your Best Judgment

Social media is viewable and open to the public. If there is any doubt about posting content on a site, then do not proceed. Certain posts can have consequences that can affect the University and organizations. Seek advice from peers, co-workers or supervisors who use social media regularly before posting.

Respond Frequently

Always respond to and address any feedback, whether it is given through a public comment or a private message. It is important to consistently maintain representation of the University by engaging with your audience.

Update and Engage Responsibly

Aim for regular, consistent postings and updates, at least once a week or more frequently, depending on the outlet. For advice on how often to post, please contact Institutional Communications. The majority of your posts should highlight your department, college or office. Content shared on your respective UWF social media should only be shared if it relates directly to the University. Social media accounts that are run by UWF departments, organizations and offices exist to promote and highlight University-specific happenings. To remain relevant to our niche, local and community events that have no connection to UWF should not be posted.

Check Your Facts

Any facts shared via social media should be proved valid prior to posting. In addition, all grammar, spelling and punctuation should be checked. If a mistake is made, it should be honestly identified and corrected.

Learn the Lingo

Engagement means how many people interacted with your social media outreach via shares, clickthrough, likes, re-tweets, direct messages, site visits and comments. Impressions are the number of times your content is displayed. Reach displays the total number of people who see your content.

For additional questions regarding social media, please contact brand@uwf.edu.