UNK$Social$Media$Guidelines$

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Philosophy/purpose$

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UNK$will$use$social$media$strategically$and$purposefully$to$increase$awareness$of$the$

University$of$Nebraska$at$Kearney$and$strengthen$relationships$with$prospective$

Community$Relations$for$UNK$faculty$and$staff$in$conjunction$with$their$duties$as$

representatives$of$the$university$on$university-affiliated$or$branded$social$media$

networks$and$channels.$Students,$however,$may$find$guidance$applicable$to$their$own$

use$of$social$media$on$their$personal$spaces.$Students$who$are$representing$UNK$on$

university-affiliated$networks,$sites$or$channels$are$expected$to$follow$these$guidelines,$

under$guidance$of$UNK$faculty$or$staff.$

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Account$Creation$and$administration$

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Any$UNK$social$media$site$developed$to$represent$or$communicate$for$a$UNK$

administrators$and$passwords$should$be$changed.$If$you$authorize$students$to$post$or$

be$an$administrator$for$your$UNK$social$media$site/account/outpost,$they$must$

understand$and$adhere$to$these$social$guidelines.$$

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A$social$media$dashboard$has$been$developed$http://www.unk.edu/social

to$streamline$the$following/signup$process$for$our$audiences.$If$you$develop$a$UNK-

associated$social$media$account,$notify$Amanda$Andresen$or$Thane$Webb$to$add$your$

account$to$the$dashboard.$$

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Why$social$media:$Planning,$strategy,$objectives$

numbers.$If$you$aren’t$sure$why$you$want$to$have$a$social$media$presence,$walk$through$

the$<planning$template$hotlink$word$Doc>.$You$will$need$to$have$a$plan$for$monitoring$

the$conversations$on$your$social$sites,$responding$to$questions$and$feedback.$You$also$

need$a$content-development$plan$(what$you$are$posting,$frequency,$how$to$promote$

your$presence$on$other$sites,$etc.)$Contact$Kelly$Bartling$or$Amanda$Andresen$$for$help$

with$your$social$media$planning.$

http://www.facebook.com/UNKearney.$Leadership$on$content$development$for$and$

deployment$of$content$for$priority$events$and$campaigns$for$UNK$will$be$by$social$

media$coordinator$Amanda$Andresen.$Units,$affiliates$and$individuals$will$be$asked$to$

integrate$main-level$content$into$their$plans$and$share$main-level$content,$developing$

their$own$unit-specific$content.$The$main-$level$sites$will$likewise$link$to$and$share$

appropriate$content$from$other$UNK$channels$from$the$UNK$dashboard.$A$social$media$

working$group$will$be$developed$to$establish$and$share$important$events$and$strategic$

campaigns$through$a$social$media$calendar.$This$working$group,$calendar$and$process$

will$assure$best$strategic$and$integrated$content$campuswide.$

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Facebook”$or$“Loper$Faculty$Community”)$that$provide$forums$or$social$networking$for$

UNK$faculty$and$staff$without$senior$administrative$approval,$in$coordination$with$

Human$Resources$and$Information$Technology$Services.$$

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Naming$Guidelines$

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Use$the$official$name$of$your$program,$unit,$affiliate$or$department$that$matches$your$

UNK$web$page.$$For$example,$if$your$UNK$web$page$lists$your$program$as$“UNK$Creative$

Services,”$make$sure$your$social$media$account/site$is$“UNK$Creative$Services”$not$

“Creative$Services$at$UNK$or$Loper$Creative$Services.”$Keep$it$consistent$with$the$name$

Use$of$University$logos,$colors,$brand$marks$

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Accounts$and$pages$should,$where$possible,$feature$the$program’s$university-approved$

name,$logo$or$signature.$$We$also$encourage$the$use$of$photographs$to$display$campus$

beauty,$a$“destination”$or$physical$place$for$your$program,$or$stylized$images$that$

portray$your$program.$

Means,$Director$of$Marketing.$

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Use$of$personal$identifying$images$

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In$most$cases,$prior$permission$(a$“release”)$must$be$obtained$to$post,$share$or$

distribute$images$of$individuals$whose$images$are$identifiable.$For$that$reason,$it$is$

always$best$to$use$content,$such$as$photographs$or$videos,$obtained$by$university$

representatives$specifically$for$the$purpose$of$posting$or$distribution.$$

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Best$practices$and$ideas$to$generate$followers,$quality$conversations$

department’s$website:$on$brochures,$posters,$business$cards$and$other$printed$

information.$Visual$cues$to$prompt$audiences$to$find$you$on$social$media$are$strongly$

suggested$(aka$“chicklets.”)$

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Be$sure$to$include$a$link$to$your$social$media$community$wherever$you$list$your$contact$

email$signature.$If$you’re$trying$to$publicize$a$Facebook$Page,$be$sure$you’ve$given$it$a$

username,$so$you’ve$got$a$short,$easy-to-list$URL$to$include$in$your$overall$

communications$efforts.$<example>$

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Actively$and$routinely$monitor$feedback$on$your$pages.$Be$alert$for$negative$dialogue.$

Responding$to$negative$feedback$is$often$more$important$than$responding$to$positive$

feedback$because$of$the$opportunity$to$change$someone’s$perception$of$the$university$

and/or$department.$$Respond$only$when$appropriate:$A$response$is$needed$when$you$

can$add$value$to$an$issue.$Correct$inaccurate$facts.$Take$reasonable$action$to$correct$the$

Contact$UNK$Information$and$Technology$Services$and$UNK$Police$for$concerns$on$

threats$or$other$concerning$behavior$observed$in$your$online$communities.$UNK$has$

experts$here$to$guide$us$on$threats$and$threatening$behavior.$

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Through$your$social$media$plan,$identify$and$carry$out$a$routine$monitoring$strategy:$

Check$your$interactions$on$specific$intervals,$and$know$who$is$monitoring,$who$is$

authorized$to$respond,$and$define/describe$appropriate$contacts$for$response$and$

follow-up.$Several$free$alert$products$exist$that$can$help$you$monitor$your$channels.$

Contact$Amanda$Andresen$for$ideas$and$suggestions.$

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closings$and$major$news$happenings$as$the$first$source$of$information.$Do$not$attempt,$

in$an$emergency,$to$post$information$without$authorization.$You$may$be$asked$to$

deploy$and$help$disseminate$specific$information$to$your$followers$at$specific$times,$

under$best$practices$consistent$with$crisis$communication$theory$and$strategy.$

Monitoring$your$channels$for$conversations$and$questions$will$be$your$first$step$in$a$

crisis,$refraining$from$posting$until$directed$by$the$incident’s$public$information$officer.$

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Best$Practices$for$engagement$

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Post$content$that$is$meaningful$and$relevant$to$your$organization.$

Think$about$how$the$content$might$advance$your$initiatives$and$goals.$Write$in$a$

manner$that$represents$your$entire$unit.$Use$"we,"$"our"$and$other$inclusive$words.$

Keep$content$fresh.$Provide$regular$and$timely$updates,$but$don't$overdo$it.$Keep$in$

mind$what$is$appropriate$for$the$specific$social$media$outlet$that$you$are$using.$

Interact$with$users.$Post$content$that$encourages$feedback$and$positive$interaction.$

When$possible$and$appropriate,$include$visual$content$—$photos$and$videos$—$to$

increase$engagement.$Be$friendly,$helpful$and$informative.$Connect$users$with$

resources.$Link$back$to$content$throughout$the$unk.edu$website$to$drive$traffic$back$to$

the$university$and$your$own$web$pages.$When$sharing$news$about$your$unit,$provide$a$

link$to$the$university's$news$release$or$official$announcement.$

timely.$Also,$review$content$for$grammatical$and$spelling$errors.$Employ$a$“second$set$

of$eyes”$process$to$post,$if$necessary.$It’s$always$better$to$be$accurate$than$having$to$

publish$a$retraction$later.$

$ Be$respectful.$Understand$that$content$contributed$to$a$social$media$site$could$

encourage$comments$or$discussion$of$opposing$ideas.$Responses$should$be$considered$

carefully$in$light$of$how$they$would$reflect$on$the$university.$

$ Current$and$Timely.$If$you$are$going$to$have$a$social$media$site$then$it$should$be$

monitored$and$information$and/or$responses$should$be$timely.$If$a$mistake$or$error$is$

posted$then$correct$it$in$a$timely$manner$and$in$a$visible$way.$Saying$“oops,$we$goofed”$

is$often$the$best$way$to$correct$yourself.$Don’t$be$too$dismissive$but$don’t$go$overboard$

Never$hide$your$identity$for$the$purpose$of$promoting$UNK$through$social$media.$The$

Public$Relations$Society$of$America$has$some$useful$standards$and$advice$on$social$

media$ethics$<link>.$

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Responsibility/regulations$

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As$a$university,$we$must$adhere$to$laws$and$regulations$relating$to$student$privacy$in$

addition$to$other$“best$practices.”$Do$not$post$confidential$or$proprietary$information$

about$UNK$students,$staff,$faculty$or$alumni.$FERPA$(the$Family$Educational$Rights$and$

addition$to$the$computer$use$guidelines$and$the$faculty$code$of$conduct$(if$applicable$to$

you)$AND$Executive$Memorandum$16.$Employees$who$share$confidential$information$

do$so$at$the$risk$of$disciplinary$action$or$termination.$<Faculty$Senate$Professional$

Conduct><HR/business$ethics$code$=$

http://www.unk.edu/uploadedFiles/admin/vcbf/policy/5.0/Code_Professional_Ethics_U

NK.pdf>%

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Copyright$images$and$fair$use$$

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Respect$copyright$and$fair$use:$$When$posting,$be$mindful$of$the$copyright$and$

intellectual$property$rights$of$others$and$of$the$university.$For$guidance,$consult$UNK’s$

Copyright$resources$page$on$the$web:$

http://www.unk.edu/academics/cte/Copyright_Resources_for_Educators/$

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And,$University$of$Nebraska’s$Memorandum$on$Copyright$Law$and$Compliance:$

http://nebraska.edu/docs/policies/MemorandumonCopyrightLawandCompliance.pdf$

what$is$or$isn’t$appropriate$to$post.$Obey$the$Terms$of$Service$of$any$social$media$

platform$employed.$

• Facebook:$http://www.facebook.com/terms.php$

• Twitter:$http://twitter.com/tos$

• LinkedIn:$

http://www.linkedin.com/static?key=user_agreement&trk=hb_ft_userag$

• YouTube:$http://www.youtube.com/t/terms$

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Personal$vs.$professional$accounts$

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If$you$also$maintain$your$own$personal$social$media$accounts,$you$should$avoid$creating$

confusion$over$whether$or$not$the$account$is$associated$with$UNK.$If$you$identify$

your$site$are$not$those$of$the$university$and$you$are$not$acting$in$your$capacity$as$a$UNK$

employee.$UNK$employees$may$consider$adding$this$disclaimer$to$personal$social$media$

accounts:$“Comments$here$are$my$own$and$not$the$university’s/UNK’s/department’s.”$

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University$data$–$Posting$sensitive$information$intended$only$for$internal$use$on$a$social$

networking$service$can$have$serious$consequences.$Disclosing$students’$private$

perform$online$searches$of$job$candidates$during$the$interview$process.$Information$

that$suggests$that$a$person$might$be$unreliable,$untrustworthy,$or$unprofessional$could$

threaten$the$candidate’s$application.$

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Personal$relationships$–$Because$users$can$upload$comments$from$any$computer$or$

smart$phone$that$has$internet$access,$they$may$impulsively$post$a$comment$that$they$

later$regret.$Even$if$comments$and$photos$are$retracted,$it$may$be$too$late$to$undo$the$

damage.$Once$information$is$online,$there$is$no$way$to$control$who$sees$it,$where$it$is$

redistributed,$or$what$websites$save$it$into$their$cache.$$

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activities,$or$details$about$the$parents,$they$might$be$able$to$lure$a$child$into$a$

dangerous$situation.$$

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Proper$conduct$–$These$guidelines$affirm$and$reinforce$UNK’s$Affirmative$Action/Equal$

Opportunity$provision.$Sexual$harassment,$as$defined$in$these$policies,$

http://www.unk.edu/offices/aaeo/policies/Defining_Sexual_Harassment,$is$prohibited.$

Bullying$behavior$or$anything$that$interferes$with$another’s$academic$performance$or$

creates$an$intimidating,$hostile$or$offensive$learning$or$social$environment,$including$

posts$on$social$media,$is$prohibited.$

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When$you$share$information$online,$you$need$to$ un derstand $the$potential$risks,$and$you$

need$to$be$wary$of$what$you$share$and$with$whom.$$

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Attacks$and$Unintended$Information$Disclosure$$

Viruses$$–$The$popularity$of$social$networking$services$makes$them$ideal$targets$for$

attackers$who$want$to$have$the$most$impact$with$the$least$effort.$By$creating$a$virus$

and$embedding$it$in$a$website$or$a$third-party$application,$an$attacker$can$potentially$

contacts.$$

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Tools$–$Attackers$may$use$tools$that$allow$them$to$take$control$of$a$user’s$account.$

The$attacker$could$then$access$the$user’s$private$data$and$the$data$for$any$contacts$

that$share$their$information$with$that$user.$An$attacker$with$access$to$an$account$

could$also$pose$as$that$user$and$post$malicious$content.$$

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Identity$theft$–$Attackers$may$be$able$to$gather$enough$personal$information$from$

social$networking$services$to$assume$your$identity$or$the$identity$of$one$of$your$

contacts.$Even$a$few$personal$details$may$provide$attackers$with$enough$information$to$

guess$answers$to$security$or$password$reminder$questions$for$email,$credit$card,$or$

bank$accounts.$$

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Third-party$applications$–$Some$social$networking$services$may$allow$you$to$add$third-

party$applications,$including$games$and$quizzes,$that$provide$additional$functionality.$Be$

careful$using$these$applications—even$if$an$application$does$not$contain$malicious$code,$

else$at$risk$by$posting$a$comment$or$photo$that$could$compromise$that$person’s$privacy$

or$security.$Sometimes,$posting$negative$content$about$someone$else$is$intentional.$

Social$networking$services$have$become$channels$for$conducting$cyberbullying,$a$

growing$problem$that$can$lead$to$significant$psychological$trauma.$$

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Implement$Security$Measures$$

Follow$Good$Practices$$

Social$networking$services$offer$unique$risks,$and$you$can$minimize$these$risks$by$

adopting$good$security$practices.$$

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1. Use$strong$privacy$and$security$settings$–$Take$advantage$of$the$security$

options$provided$by$social$networking$services.$When$choosing$appropriate$

options,$err$on$the$side$of$privacy$to$better$protect$your$information.$These$

services$may$change$their$options$periodically,$so$regularly$evaluate$your$

security$and$privacy$settings,$looking$for$changes$and$ensuring$that$your$

selections$are$still$appropriate.$Also$periodically$review$the$services’$privacy$

amount$of$personal$information$you$post$to$these$services.$This$

recommendation$applies$not$only$to$information$in$your$user$profile,$but$also$to$

any$comments$or$photos$you$post.$It$is$important$that$you$consider$information$

that$you$post$about$yourself$and$about$others,$particularly$children.$$

4. Share$only$with$people$you$know$–$Although$many$users$seek$to$establish$as$

many$contacts$on$these$services$as$possible,$consider$sharing$personal$

information$only$with$people$you$know.$Recently$we$have$become$aware$of$

“catfishing”$or$the$use$of$“sock$puppets”$that$are$people$developing$fake$online$

personas$specifically$to$deceive,$obtain$information$or$manipulate$people.$If$you$

expand$your$contacts$beyond$people$you$are$sure$you$can$trust,$check$the$