UNIVERSITY OF WISCONSIN River Falls

Social Media (AP-01-112)

UW-River Falls Administrative Policy
Policy ID: AP-01-112
Effective: March 22, 2011
Revision: March 2014
Review: 3 years

Social Media

Maintained by: University Communications
Approved by: Chancellor
Next Review Date: March 2017


Printable PDF versiondocument

Policy

Use of Social Media

At the University of Wisconsin-River Falls, we recognize that social media sites like Facebook, Twitter and YouTube have become important and influential communication channels for our community. To assist in posting content and managing these sites, the university has developed guidelines for official and personal use of social media. These guidelines apply to university faculty and staff, and can be used in connection with social media accounts associated with schools, colleges, departments, programs and offices.

General Guidelines
  • The purpose of using these communication channels on behalf of UWRF is to support the university’s mission, goals, programs, and sanctioned efforts, including university news, information, content and directives.
  • Prior to establishing any new social media presence on a social media platform (i.e. a new page, account) involving UWRF, notify University Communications.
  • When using an officially recognized social media channel, assume at all times that you are representing UWRF.
  • Confidential or proprietary university information or similar information of third parties, who have shared such information with you on behalf of UWRF, should not be shared publicly on these social media channels.
  • http://www.uwrf.edu, as well as UWRF main social media accounts may choose to post university-related social media content generated by faculty, staff and/or students.
  • UWRF ‘s main social media accounts can be accessed through the university’s home page and include:
  • Exercise discretion, thoughtfulness and respect for your colleagues, associates and the university’s supporters/community (social media fans).
  • Avoid discussing or speculating on internal policies or operations.
  • A healthy dialog with constructive criticism can be useful but refrain from engaging in dialogue that could disparage colleagues, competitors, or critics.
  • Be mindful that all posted content is subject to review in accordance with UWRF’s employee policies and editorial guidelines.
  • Please refrain from reporting, speculating, discussing or giving any opinions on university topics or personalities that could be considered sensitive, confidential or disparaging.
  • UWRF logos and/or visual identity cannot be used for personal social media without university permission. Please contact the University Communications office at (715) 425-3768 for guidelines.
  • Your personal social media account is not an appropriate place to distribute university news.
  • If you have university information and news that you would like to announce to the public or media, please contact UWRF University Communications.
  • UWRF does not monitor personal websites but may address issues that violate established HR, editorial, graphic and social media guidelines.
  • UWRF encourages faculty, staff and students to use social media but reminds users that at any time they can be perceived as a spokesperson of the university.
  • Departments that assign students to develop or maintain social media sites are responsible for the content and should monitor the student’s work.
  • In order to avoid multiple ads appearing to the same targeted populations at the same time, assure the university's brand is properly represented, store campaign data in a centralized and accessible location, and discourage escalating ad rates with cross-departmental bidding all social media advertising campaigns will be run through the University Communications office on a specified account for advertising. Initial campaign costs will be billed to University Communications and then reimbursed accordingly by the department running the campaign.
  • Due to the evolving nature of social media, the guidelines are subject to revision by University Communications.

Authority

The UW-River Falls Chancellor issues this policy in accordance with the Administrative Policy process.
The Assistant Chancellor for Business and Finance is responsible for the administration of this policy. Request an exception to this policy by writing to administrative-policy@uwrf.edumail.

Sanctions and Appeals Process

Failure to adhere to the provisions of this policy may result in appropriate disciplinary action as provided under existing procedures applicable to students, faculty, and staff, and/or civil or criminal prosecution.

University Responsibilities

Members of the university are responsible for following the approved policy guidelines and communicating with University Communications if any questions or unique situations arise.

Department/Unit Responsibilities

Colleges, units and departments are responsible for complying with this policy.

Background

UWRF launched a social media presence in the summer of 2010. University offices, departments and personnel have a high level of interest in establishing their own social media presence, and therefore University Communications created a list of guidelines/policy in order to ensure that a unified, consistent image of UWRF is presented across the social media spectrum. This document also serves to answer questions that may arise and advise on best practices in the area of social media.

Glossary

UWRF logos and/or visual identity
Graphic images such as the wordmark, Freddy Falcon, university seal and UWRF’s branding standards.

Contact

Please direct questions about this policy to administrative-policy@uwrf.edumail.