Understanding UCCS Social Media Policy and Expectations

Transcription

1 Understanding UCCS Social Media Policy and Expectations

2 Who am I? Joanna Bean, assistant director, University Communications and Media Relations x3732 Jeff Foster, associate director, University Communications and Media Relations x3847 If you have any questions at the end of this presentation, please feel free to either ask or contact us. Visit for more information 2

3 Topics 1. Defining Social Media 2. Managing Institutional Accounts Responsibilities of account owners / admins Expectations of all institutional accounts 3. General Best Practices 4. Next Steps 5. Q&A 3

4 Defining Social Media UCCS Social Media Policy : Social Media means technology tools and online spaces for integrating and sharing usergenerated content in order to engage in conversation and to participate in content and community creation. Examples include: Facebook, Twitter, Snapchat, YouTube, LinkedIn 4

5 Merriam-Webster defines it as: Forms of electronic communication (such as websites) through which people create online communities to share information, ideas, personal messages, etc. 5

6 Topics 1. Defining Social Media 2. Managing Institutional Accounts Responsibilities of account owners / admins Expectations of all institutional accounts 3. General Best Practices 4. Next Steps 5. Q&A 6

7 What is an Institutional Account? Any social media account registered to represent a UCCS department, office, organization, or program. Including accounts representing public personas of university employees. 7

8 What is NOT an Institutional Account? Personal accounts UCCS student clubs (clubs coordinate with Student Life and Leadership) 8

9 Institutional Account Responsibilities All the rules still apply University policies and procedures such as: Principles of Ethical Behavior, Nondiscrimination Statement, Sexual Harassment Policy, etc. Protect confidentiality FERPA, HIPAA, etc. Respect copyright 9

10 Institutional Account Expectations Have authorization Have a strategy Who is monitoring? Is there an approval process for content? What are you posting? Why? Post quality information Complete and accurate information Working link Correct date Up-to-date info / don t share dead topics! Source cited 10

11 Institutional Account Expectations Follow UCCS Brand Identity Standards When naming an account: Use Avoid punctuation When creating a profile image: Do not use the stand-alone UCCS, Mountain Lion, CU, or Board of Regents logos (these are reserved for accounts representing those entities.) Use high-quality artwork 11

12 Institutional Account Expectations Examples: Optional template: University Communications can assist you with building branded profile images.

13 Institutional Account Expectations Maintain transparency and authenticity Make it clear that you are representing the university, and in what capacity. Follow general industry best practices Reinforce the institutional voice

14 We are friendly, inviting, honest and transparent. We strive to provide timely support for our followers, through thoughtful, accurate and sincere interactions. We are professional, but not stiff. Fun but not funny. We are relevant, but not trend chasing. We celebrate the success of the university and its community, and are responsive to its shortcomings. We do not ignore negative comments or criticism, we listen and engage in hopes of improving the university and furthering mutual understanding. We don t resort to txt speak. We avoid jargon. We do not horde information or ideas. We are human and conversational. We are UCCS.

15 Topics 1. Defining Social Media 2. Managing Institutional Accounts 1.Responsibilities of account owners / admins 2.Expectations of all institutional accounts 3. General Best Practices 4. Next Steps 5. Q&A 15

16 Be strategic Identify your goals and objectives Make sure these align with your unit marketing and communication strategy Develop useful content for your audience Know your audience preferences Appropriate topics and content that resonates Quantity of posts Vernacular (formal/conversational/etc.) Use of visuals (type/quality/etc.) Be consistent

17 Be strategic Establish a social media mission statement: We produce [ADJECTIVE] content that is intended to [GOAL] and [GOAL] for [AUDIENCE]. We typically publish this content [NUMBER] times per week.

18 Post quality content Be concise Provide complete and accurate info Check that links work. Link to UCCS websites. Spellcheck! Use proper grammar Truncation is not a content strateg Use compelling, high quality media High quality posts = improved credibility

19 Be proactive Plan your posts in advance when appropriate Post regularly Keep your audience updated Be cognizant of important outside news and events interrupt your regularly scheduled programming when appropriate

20 Crisis and Controversies Create a place for discussion if appropriate Consider turning off Facebook Reviews during controversies Coordinate with University Communications and Media Relations You may be asked to repost official statements or refrain from posting

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23 Respect platform conventions Understand the platform Word count limits Hashtag usage Multimedia sizes and shapes Stay abreast of changes and trends Write to the audience expectations I.E. more information on Facebook, less on Twitter Do not automate/cross post from one platform to another disrespectful to the audience

24 Be responsive Social Media is becoming the preferred customer service avenue Respond quickly, even just with a we re looking into it. Be consistent in how and when you respond and do not post content when you cannot respond.

25 The next step

26 Attend a social media training Submit your application Available on the UCCS social media website Next steps

27 Questions?

28 Contact info Joanna Bean, assistant director University Communications and Media Relations x3732 Jeff Foster, associate director University Communications and Media Relations x3847

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