Social Media Guidelines Guidelines for Users
Have a plan
Before creating a new social media account, decide what you want to accomplish. Decide on the type of content you will offer, how often you will post new content, and who will be responsible for posting. Choose quality over quantity, but it is important to post regularly. Make sure you have a team of willing and able colleagues to help you keep up with posting content and responding to comments and questions.
Set goals for your social media presence. Define what you hope to accomplish, and evaluate over time whether your social media efforts have been effective.
Engage.
Find creative ways to provide value to your audiences through exclusive content, offers, advice, multimedia, etc. Consider your audience’s interests. Learn what your audience finds valuable in the social media realm. Remember, social media is about conversation. Avoid overly composed-sounding posts and responses, and respond to comments in a timely manner.
Engagement also means posting throughout the day and week, not updating with 10 posts in an hour. A flood of posts indicates to your audience that you are not really engaging. Timely updates, however, indicate that your audience is important to you.
Be accurate.
Make sure you have all the facts straight before posting. Verify information with sources before posting to prevent the need to post a correction later. Link to sources when possible to promote honesty and build community.
Errors should be corrected quickly and visibly. Your audience will be more forgiving of honest mistakes than surreptitious deletions.
Be consistent.
All UTSA’s social media accounts are an extension of the UTSA brand. Remember key messages from this Branding Guide when you post, and weave these ideas into your social media efforts when possible.
Cross-collaborate.
Like or follow other university-managed social media accounts. Share information and ideas among other accounts to help unify and strengthen UTSA’s overall social media presence.
Think before you post.
Use common sense when posting and commenting. Remember, nothing is truly private online.
Be transparent.
Be honest about your identity. If you choose to post about UTSA on your personal time, identify yourself as a UTSA employee. Never hide your identity for the purpose of promoting UTSA through social media.
Be respectful.
Especially when responding to negative comments. You will have more success achieving your goals with constructive and respectful responses.
Maintain confidentiality.
Do not post confidential information about UTSA, its students, alumni or employees. Use good ethical judgment and follow university policies and federal requirements, such as FERPA. If you discuss a situation involving individuals on a social media site, be sure that they cannot be identified.
- Contact University Communications if you have questions about Social Media.