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Social Media Directory

UW-Green Bay Social Media Guidelines

Introduction

At the University of Wisconsin-Green Bay, we recognize that social media sites like Facebook, Twitter, YouTube and Flickr have become important and influential communication channels for our community.

To assist in posting content and managing these sites, we have developed guidelines for official and personal use of social media. These guidelines are updated as social media evolves.

Participation

Social media is a positive tool for conversation and engagement of key audiences, as well as a marketing and promotional opportunity. UW-Green Bay employees who are using social media in a work environment are encouraged to monitor, listen and respond to conversations regarding UW-Green Bay, its brand and mission. Publication and commentary on official social media sites of UW-Green Bay are produced and maintained by personnel across the UW-Green Bay campus. Employees joining the conversation as an official voice of the University, should identify themselves as such.

Employees are reminded that social media is a public forum, and that personal expression or opinions of a UW-Green Bay employee can be misinterpreted as an institutional voice or opinion whether they are on an official UW-Green Bay site or a personal site which identifies them as employees of UW-Green Bay.

Participation includes all blogs, wikis, forums, videos, and social networks that are:

  • hosted or sponsored by UW-Green Bay
  • personally-managed, but includes content about UW-Green Bay’s programs, constituent groups (e.g. students, employees, alumni, donors, etc.), customers, partners, or competitors
  • externally-hosted or sponsored, but includes content about UW-Green Bay’s programs, constituent groups, customers, partners, or competitors

Creating a Social Media Presence

When creating a separate social media presence for your department, academic program or office, here are some considerations:

  • Would you be better served by posting on the University's general official site that has a ready-made, UW-Green Bay affiliated group of users?
  • Do you have the resources (mainly time) to maintain communication via your own social media presence?

By creating your own presence, you should be prepared to maintain it and keep it updated, as you would with a department webpage. A social media site that is rarely visited by the owners, or one that does not respond to the communication of its users, leaves a poor impression.

Remember, a UW-Green Bay presence on social media sites is considered to be an extension of the official University website, and most guidelines that apply to the website will also apply to your social media site.

Helpful Hints

  • Whatever you post on a social media site instantly becomes public. Regardless of your privacy settings, your content can easily be made available to those outside of your preference settings.
  • Be transparent – It should be obvious that you work for UW-Green Bay if you are posting as part of your job.
  • Keep confidential matters private. Be aware that all University and legal guidelines, such as FERPA, are also applicable in the social media space.
  • Represent UW-Green Bay properly and respectfully. Consider the “fuzzy lines” between professional and personal.
  • Keep comments appropriate and ask for advice on sensitive or controversial topics.
  • If you make an error, be up front about your mistake and correct it quickly. If you choose to modify an earlier post, make it clear that you have done so. If someone accuses you of posting something improper, deal with it quickly.
  • Social media is not a replacement for standard forms of media; it's simply another platform of communication that we can use to increase the public’s awareness of UW-Green Bay and all it has to offer.

Please feel free to contact the Office of Marketing/University Communication to discuss images and graphic elements to help with your marketing and branding efforts. Make initial contact with Director of Marketing Sue Bodilly, 465-5502 or e-mail bodillys@uwgb.edu.

Content

Your words and statements online are a reflection of UW-Green Bay. Use your best judgment when deciding whether content is appropriate to publish. If you have any doubts, please ask your supervisor or the Office of Marketing/University Communication.

The goal is to engage people in conversation. You can use social media tools to post information, but the reason social media has become so popular is the idea that people can comment and share thoughts and ideas. Talk to your readers like you would talk to someone face to face. Try to use open-ended statements and questions that invite a response. Encourage comments.

While UW-Green Bay does not regularly review content posted to social media sites, it does have the right to remove any content for any reason, including, but not limited to, content that it deems threatening, profane, obscene, a violation of intellectual property rights or privacy laws, off-topic, commercial or promotion of organizations or programs not related to or affiliated with the university, or otherwise injurious or illegal. Users are fully responsible for the content they post on any of UW-Green Bay's social media sites.

Social Media participants should follow the Acceptable Use Policy for Technology and the Internet. http://www.uwgb.edu/compserv/Policies/AcceptableUsePolicy.htm

By submitting content to any of UW-Green Bay's social media sites, users understand and acknowledge that this information is available to the public, and that UW-Green Bay may use this information for internal and external promotional purposes.

Be aware of laws governing copyright and fair use of copyrighted material owned by others. Try not to quote more than short excerpts of someone else's work, and always attribute such work to the original source. It is good practice to link to others' work rather than reproduce it.

Keep content relevant to UW-Green Bay and its students, faculty, staff and alumni. Don't use social media to promote businesses, causes, or political candidates.

While you are on company time, please refrain from online activities that don't bring value to UW-Green Bay. Unless you have been given permission by your supervisor as part of your job responsibilities to participate in social networking activities, think of your personal time online in the same way you think of personal phone calls or emails.