Seek Approval

Any messages that might act as the “voice” or position of the university or a school/college/unit must be approved by the university or the director of the
school/college/unit or their delegate. If you are unsure, contact your local marketing department.

Be Accurate

Make sure that you have all the facts before you post. It’s better to verify information with a source first than to have to post a correction or retraction later. Cite and link to your sources whenever possible -- that’s how you build community.

Be Transparent

If you participate in or maintain a social media site on behalf of the university, clearly state your role and goals. Keep in mind that if you are posting with a university username, title or email, other users do not know you personally. They view what you post as coming from the university. Be careful and be respectful. What you say directly reflects on the university. Discuss with your supervisor the circumstances in which you are empowered to respond directly to users and when you may need approval.

Be Timely

Assign an administrator who can regularly monitor postings and content. Aim for standard times for postings and updates. The recommended minimum frequency is once to twice a week. But be sure not to overload your updates. Followers will stop paying attention if you overload them with information.

Be Responsible

What you write is ultimately your responsibility. Participation in social computing on behalf of UA is not a right but an opportunity, so please treat it seriously and with respect. If you want to participate on behalf of the university, be sure to abide by its standard practice guidelines.

Respect Others

Users are free to discuss topics and disagree with one another, but please be respectful of others’ opinions. You are more likely to achieve your goals if you are constructive and respectful while discussing a bad experience or disagreeing with a concept or person.

Be a Valued Member

If you join a social network like a Facebook group or comment on someone’s blog, make sure you are contributing valuable insights. Post information about topics like UA events or a book you’ve authored only when you are sure it will be of interest to readers. In some forums, self-promoting behavior is viewed negatively and can lead to you being banned from websites or groups.

Be Thoughtful

If you have any questions about whether it is appropriate to write about certain kinds of material in your role as a UA employee, ask your supervisor before you post.

Use of the UA Logo

If you create a social media site on behalf of the university, use simple graphics that represent your University brand. The UA Office of Public Affairs
(http://www.alaska.edu/opa/) can provide guidance with graphics and design as can your local campus marketing department. The identity guidelines website (http://www.alaska.edu/opa/) provides information on logo permissions and standards.

Original Document: UA Guidelines for the Use of Social Media.

Sources:
The best practices outlined above were compiled, with permission, from the University of Michigan, Office of the Vice President for
Communications as well as referenced sources from within the University of Alaska.