Content
Social Media Guidelines
About these guidelines
These guidelines have been prepared to provide staff engaging in the use of social media a guide for the use of social media tools. These guidelines do not apply to the personal use of social media. They do not supersede any current University policy or procedure.
The University trusts and expects staff to engage appropriately in this media space, as they do in all other areas of their work. These guidelines have been developed to help, provide tips for and assist the already excellent initiative shown by USC staff in the area of communication using social media.
Provide feedback on these guidelines.
Email: website@usc.edu.au
Register your interest to join a USC staff social media discussion group.
Email: website@usc.edu.au
Guidelines
Communication style and content
When it comes to social media, the rules of conversation apply. Social media is no different to chatting to your friends. Consider how your content adds value to the person reading it. Communication is two-way. Nobody likes to listen to someone broadcasting only their own news for hours on end.
Planning:
- How frequently will you have something to add?
- What type of topics / updates do you think might be relevant to your audience?
- Is it possible to pre-plan maintenance and updates so that you aren’t stuck for ideas?
- Think about a calendar of key updates / themes to drive your content throughout the year.
- Tailor your messages to your audience and keep it relevant, timely and interesting.
- Ask yourself, “would I be interested in reading this?”
- Evaluate your content to see what sparks interest and gets a conversation going, and what doesn’t.
Response times
As a guide, staff should respond to a direct inquiry made via a social media platform the same day, but certainly within 2 days of it being posted. General etiquette of dealing with student or public inquiries applies.
Positive feedback, or general statements may not necessarily require an official response, however, this is at the discretion of staff responding.
Representing USC and yourself
As with all areas of your conduct at work, consider how your actions reflect on you and the University.
Be honest, genuine and transparent. If you are representing USC, be clear about your association with the University. Clearly state your role at the University and indicate whether you are speaking in an official capacity or otherwise.
Protect your privacy. Do not divulge personal facts or information about yourself that may compromise your personal and professional privacy.
Be factual. Avoid personal opinion or judgements and ensure information supplied is factual and objective. Reference your sources where appropriate.
Remember that words are easily misinterpreted and different people interpret things differently.
Always be helpful in your responses.
Never post in haste. If in doubt, take some time out to think about your response and get a second opinion.
The USC code of conduct applies. Social media use is subject to the same policies and procedures that cover every area of your work at USC. Never use discriminatory or offensive language (not even if intended to be humorous). Do not use University resources for personal gain. If you encounter a disagreement, be respectful and act constructively and objectively. Do not post confidential information. Refer to www.usc.edu.au/codeofconduct and related policies (/www.usc.edu.au/policy).
Equity of access to information
At USC, students are given equal opportunity to access information and advice, regardless of which media they choose to engage with.
Social media use and participation is at the discretion of the student. University staff can make USC students aware of the media, however they cannot and should never enforce or coerce students to use social media.
Staff must ensure the same level of service and information is available to all students, regardless of their choice to use social media. Information must be provided by other means for students who do not wish to participate.
- Social media should not be the only way in which you communicate your information.
- Information should be readily available elsewhere. For example, update content on the website, email it and incorporate other channels in your communications strategy.
Example:
Correct: Students are invited to participate in an internship opportunity. This should be emailed to students, may be added to the website and updated on the Facebook site.
Incorrect: Details are posted on Facebook and only students who choose to use this medium know about this opportunity.
Promotion
“Build it and they will come” is not an effective strategy for building your audience on social media. People need to know about the site to participate. If you don’t have many people engaged, all the hard work may not be worth the effort.
Consider the following promotional opportunities:
- Let Marketing and Communications know about your social media use. Email website@usc.edu.au. M&C can assist by adding your site to relevant web pages on the corporate website including the page www.usc.edu.au/socialmedia which provides a directory of social media resources for students and staff.
- Consider adding your social media pages to posters or any other promotional material you develop and investigate strategies to get people involved and encourage followers to "share" the messages with their friends i.e. incentives for those signing up to the facebook pages or recommending to a friend.
Resources
When considering a social media channel, it is important to be aware of the ongoing time commitment and resources it will require.
The channel itself may be free, but the time investment ongoing, is not.
- Think through who is responsible for updating.
- Be sure to seek managerial approval.
- Consider who will be a back-up in the event that the person who updates should go take leave.
- Use a generic email address, instead of a personal one (contact IT Services to set one up). Ensure that the department knows where this information is kept.
- Think about the amount of time the use of social media will take each week and make sure there are resources for continued maintenance before you set it up. Once established, it is an ongoing, long term commitment to the people who sign up.
Ask yourself?
What would you prefer - information that is out of date / no information at all?
…. Don’t set up a social media platform if you don’t have the time to keep it current.
Would you set up a new phone line only to hang up on every caller?
…. Setting up a social media channel is like setting up a phone line. You are inviting people to interact. Don’t do it if you don’t have the time to chat and get the most out of the conversation that follows.
Copyright and talent releases
Copyright policies apply to social media. The same rules apply for distributing images on Facebook as any other media channel.
A talent release is required for any person featured in photography that is distributed in any way (including social media sites). Subjects should have filled in the form and be aware of what the image will be used for before the image is added to any site.
We have current students who have requested to not be photographed for security reasons on campus. Diligence in this area is essential. Refer to copyright policies (/www.usc.edu.au/copyrightpolicy).
Risk Management
Revel in the glowing positive feedback and witty comments from engaged members of the community BUT, be prepared for the downsides of transparency also. No relationship is perfect all the time, prepare for good and bad feedback.
- Discuss how you and your team will handle negative comments when they arise. Develop a formal process for who needs to be notified in the event of negative feedback being received.
- Consider the type of issues and be prepared with responses.
- Do not engage in a war of words. Keep any responses factual and objective.
- Alert the Media Manager in Marketing and Communications when extreme negative or positive information is being received, or if you feel the issue could have a reputational impact.
Need more help? Do not hesitate to contact a member of the marketing team regarding your query by emailing website@usc.edu.au.