Southeastern’s Social Media Guidelines are intended to provide support and guidance for schools, departments, programs and organizations in the creation and management of their social media channels.
Social Media Development and Strategy
For departments aiming to deepen their communication with current and potential students, alumni and the public at large, social media can be effective. But it requires starting with a clear strategy and maintaining the channel to make it relevant.
The following questions will help you. Contact Southeastern’s social media coordinator if you require additional assistance.
Do you have enough content to sustain a social media channel? Or, would it be better to collaborate on promotions with the primary Southeastern accounts?
Successful university accounts post on Facebook at least once a week, Twitter a few times each week and Instagram once a week. If you don’t think you can maintain a consistent social media presence, the social media coordinator that oversees Southeastern’s primary social media accounts will be happy to offer advice and assistance in promoting your message, event, school, etc.
What is the main goal of your page?
Are you trying to bring attention to your department, program or a service? Promote a campaign? Engage students or the Southeastern community at large?
Who is your audience?
Defining your target audience will help you strike the right tone in your posts. Concentrate your efforts on one social media channel first. Learn from experience how to engage, educate and inform on one channel. Transparency and customer service are of the utmost importance.
Guidelines for Creating a Social Media Account
Choose your images thoughtfully
Don’t misuse any of our logos. Keep in mind how the image you select will look as a thumbnail. Refer to the University’s brand standards and/or collaborate with the social media team for help and ideas.
Include “Southeastern” in the account name
Southeastern has a strong brand that people recognize. Including the university name in your name helps prospective followers know that you are a part of the university. It gives you automatic legitimacy.
Biography and links
All social media channels have bio/about me sections. Fill. Them. Out. If your account has a blank bio, potential followers are less likely to follow you because they don’t know what you are. Also, include a link to your website or department/organization page.
Create a team for your channel(s)
It’s in your best interest to have at least two people handle your social media channels because employees take vacation time, get sick, leave the University, etc. Your team is responsible for creating and posting content, moderating comments, answering direct messages and looking at metrics. Monitoring your channels may require off-hours work.
Social media directory
Once you’ve set up your social media channel(s), contact the Social Media team to have it listed in the University social media directory.
Guidelines for Being a Facebook Page Administrator
Be prepared to answer questions and comments
Current and prospective students often post questions on any number of University-related topics. It’s best to answer questions privately (ask them to send you a private message about their question). Avoid answering questions of a personal nature publicly, as it could violate Federal privacy laws. FERPA and HIPAA policies apply.
If your social media channel doesn’t post at least once a month, it may be removed from the social media directory.
Don’t mix the personal and the professional
Don’t engage in Southeastern-related communications on your department’s Facebook using your private persona. Similarly, don’t conduct personal affairs in any social media channel using your department’s persona.
What about my personal Facebook?
If you self-identify as a faculty or staff member of Southeastern, you render yourself subject to disciplinary action if you share private information or make derogatory or offensive comments about the University, other faculty or staff, or students.
Moderating Facebook Comments and Posts
The purpose of the Southeastern social media channels is to share news, alerts, Lion pride and more to our students, faculty, staff, alumni, parents, neighbors and the region. Visitors may share input through direct messages or comments. All viewpoints are welcome and will not be removed as long as they comply with the below policy. However, the Southeastern social media team may review and remove comments based on the following criteria.
Comments must be directly related to the topic of the post.
Comments that commit the following may be subject for removal:
Compromise the safety or security of Southeastern community members, the public or public entities
Contain harassing content that is severe, pervasive, and objectively offensive
Present a grave and imminent threat
Incite imminent lawless action
Contain true threats
Violate intellectual property rights
Promote a business or commercial transaction
Promote a candidate campaigning for election
The Southeastern social media team may remove “spam” comments generated, or that appear to have been generated, by automated software.
Comments are also subject to Facebook’s polices and standards, which the Southeastern social media team does not control.
Southeastern is not responsible for comments placed on its Facebook page by others. Visitors are personally responsible for their own comments, username and any information placed on this page by the visitor.
Bottom line: We ask that the Southeastern community act with the tact and open-mindedness for which it is known.
Guidelines for Being a Twitter Administrator
Think before you tweet
Unlike other social media channels, you can’t edit once you press “tweet.” It’s always a good idea to double check your tweets for spelling errors and correct links before you send it.
Who to follow and what to like
It’s highly recommended that you follow other Twitter accounts affiliated with Southeastern:
- Southeastern Social Media Directory
It’s also a good idea to follow media related to your field. Example: the School of Brain and Behavioral Sciences follows @PsychologyToday.