Social media
guidelines
Introduction
Social networking tools and media sites are
two-way communication channels to share
information, express creativity and connect with
others. If used correctly social media can provide a
rich experience for collaboration and the sharing
of knowledge, ideas and experiences. Through
these tools we have the opportunity to create
awareness of our programs and services, engage
with our audience, actively listen and build
communities. The following set of guidelines
will help ensure that your programs social media
align with the U of S position and best practices
and reduce reputational risk while helping you
achieve better results.
With many social media channels available it
can be difficult to understand which channel is
the most appropriate for your purpose. Before
implementing a social media tactic in your
planning, find out if there is an existing U of S
social media site that will suit your needs. If the
answer is no, consider the following:
Strategy tips
1. Purpose:
What strategic purpose does the social media presence serve?
2. Objective:
What exactly do you want to achieve through social media, and how will you measure success?
3. Audience:
Who is your audience, and how do they want to be interacted with?
4. Strategy:
Which tool is best for your chosen purpose, and how does that tool fit into your overall plans?
5. Operation:
Who will be responsible for
overseeing and executing your social media activities over time? How will this change as your audience grows?
General guidelines for institutional
social media and best practices
University of Saskatchewan Social media guidelines 3/ 5
1. Personal social media
On personal sites, ensure you are not portraying yourself as representing the University of Saskatchewan. Remember that even though you are acting in your own personal capacity, any inaccurate or illegal content that is injurious to the university, or content that reveals confidential university information may result in action pursuant to university policies, collective bargaining or employment agreements, or the law.
Be respectful
Participation in social media should always be done in a professional and respectful manner. Such interactions reflect the quality and professionalism of faculty, staff and students at the University of Saskatchewan.
Add value by ensuring what you post will be of interest to your audience.
Be responsive to the community by listening and responding to comments and questions in a timely manner.
Take the time to respond appropriately. It may not be in the best interests of the university to automatically or arbitrarily censor a negative post. When in doubt, please contact
[email protected] for guidance.
Maintain confidentiality
and post accurate
information
Use good ethical judgment and follow university policies. Don’t post confidential or proprietary information about the U of S, its students, its alumni or your fellow employees. Respect the privacy of individuals and be informed of the
university’s privacy statement (usask.ca/privacy.php). Ensure postings are accurate. Gather all of the facts before
you post. It is better to take the time to have it right the first time than to write a correction or retraction later.
Take care to separate your opinions from the facts. Follow the university guidelines regarding confidentiality (usask.ca/university_secretary/policies).
Be consistent with the
U of S brand
Make yourself familiar with the U of S brand (communications.usask.ca).
Departments or units that have a University of Saskatchewan social media page or would like to start one should contact the Marketing Department who will be able to provide an approved logo and other images to ensure consistency. Naming of a social media account should include “University
of Saskatchewan” or “Usask” followed by a department or unit identifier.
Post photos of the U of S campus, an event or students and alumni. Check out the usask Flickr page for photo ideas (flickr.com/photos/usask).
Maintenance and
monitoring
To ensure adequate coverage more than one staff member should have administrative access to the site. Best practice states that three people in your department or unit should have access to your social media sites.
Information you publish should be up-to-date and accurate. Plan for regular, consistent postings and updates.
Consider a plan for monitoring activity after-hours, on weekends, and on holidays.
Have a plan in place if an issue arises on your social media channels.
Follow your social media communications plan and review it regularly to measure success, and to revise your goals and your targets.
Follow your social media communications plan and update it regularly to ensure you are achieving your goals and hitting your targets.
