Social Media Guidelines and Best Practices

Channels

Social media provides an opportunity for information sharing and engagement. Social media also offers an enhanced听customer service听experience and allows for听all听our audiences and potential stakeholders听to share in the 快活app experience, regardless of听where they听are located either permanently or temporarily.听

Because听social media is听dynamic and presents听a unique environment in听which听negative听issues听can escalate听quickly,听how听you听decide to听respond or not during听the emerging听situation听could听impact听the听effective implementation of听the 快活app鈥檚听social media听strategy.

Posting to Social Media

Given the multitude of social media platforms, there are many ways to engage with our audiences. The following suggestions are meant to guide social media account administrators to听create听productive and听respectful interactions:听

  • Post new content at least once per week 鈥 more frequently when possible.听
  • Allow for post engagement via likes, comments, etc.听
  • Include community guidelines for appropriate and respectful behavior on the account and post the guidelines whenever necessary to reinforce听those听expectations.听
  • Questions, calls to action and other engaging posts will encourage two-way communication.听
  • Share content from other university accounts 鈥 sharing is caring!听
  • Do not share听rumors, personnel information, details of crisis situations or sensitive events, time sensitive University announcements, etc. in advance听of听postings on听the main 快活app social media accounts. Once information is shared by the primary 快活app accounts,听you听may听share听it听on other听University听accounts.听
  • Post other relevant information to the 快活app brand such as events around the metro Denver area or photography illustrating the 快活app lifestyle.听
  • Create an editorial听calendar听so that听the account is 鈥渇ed鈥澨齬egularly听and content covers a wide variety of interests and areas that are relevant to the account and primary topic.听
  • Cancel all scheduled posts (if using a social media publishing tool)听when听there is a major incident or crisis听so that听the scheduled post听will not听appear insensitive or out of touch.听
  • Moderate comments as needed, providing facts and other helpful information along the way.
  • Accessibility

    Whenever possible, follow all accessibility best practices by:听

    • Using alternate text (alt text) for images听
    • Providing captions of video content (open captions, captions that are embedded in the video, are helpful for all viewers since the many audience members will watch video without sound)听
    • Try to avoid video that is mostly visual such as campus panoramas with just a music track.听
    • For videos that convey information such as a recording of slides with no narration, include the information in the post or a comment on the post. If the description would be too long, post it elsewhere and include a link to the information.听
    • In short, if you play the video with your eyes closed, do you get the same information or experience? How about with the sound turned off?听
    • Use initial capitalization, known as CamelCase, for hashtags because it makes the hashtag easier to read including for screen readers.听
    • Emojis will be described by a screen reader. Be cautious of the emoji(s) you select and put spaces between them, so the reader distinguishes between the text and the emojis.听Also be aware that emoticons are different from emojis and are read differently by screen readers. Use emojis rather than emoticons whenever possible.
  • Photo and video consent

    It is important to remain mindful when posting any photos or videos to social media. Despite the ability to delete posts from many of the social platforms used by 快活app, consider all photos/videos to be permanently shared once posted, since nothing is ever really 鈥渄eleted鈥 from social media.听Therefore, be听sure to check听whether any students in such photos or videos have听any听restrictions on听release of their听directory information under FERPA, as some students may have requested information not be shared (/registrar/media/documents/ferpa_student.pdf)听and do not share photos or videos of children under the age of 18 without听having previously obtained听written听consent from their听parent/guardian.

  • Livestreaming

    Campus communicators may choose to livestream events and other activities to social media accounts.听This can be conducted through social media platforms such as Facebook Live and Instagram Live. Please keep all accessibility standards in mind when choosing to livestream.

  • Crisis and Emergency

    In a crisis or听emergency, the main 快活app accounts will听post听information that can be shared by other official accounts. It is important to refrain from posting information ahead of the main 快活app accounts or information found elsewhere.

Account Creation and Oversight

快活app Social Media Directory

To be listed as an official 快活app account within the 快活app Social Media Directory, accounts must meet the听following听standards:听

  • Register听each听account with听MarComm
  • Select from one of the profile graphics to pair with听any appropriate听photo听(selected from the Social Media Toolkit)听
  • Select from one of the cover graphics to pair with any appropriate听photo听
  • Commit to posting once a week (inactivity beyond 30 days will result in removal from directory)听
  • Adhere to听accessibility, which听includes听consistent alt image tagging and captioning of听images听(please reference the accessibility section further in this document for more details)听
  • Identify an听account owner and management听team听comprised of only听快活app听employees听

Only听accounts listed in the 快活app Social Media Directory will have access to 快活app鈥檚听Social Media Toolkit, a one-stop-shop self-help section for branded content, an organizational content calendar, and other helpful resources.听

Creating an Account听

When creating a new social media account on behalf of the 快活app,听or any听colleges, units, divisions, or听departments,听follow听these听account creation and operation best practices:

  • Create accounts with a 快活app email address and share the login information with听MarComm.听
  • Comply with听all听applicable听University policies, federal and state laws,听including听privacy and confidentiality laws such as听FERPA,听with respect to students, employee, and alumni听information.听
  • Respect听intellectual property听(trademark and copyright)听and use 快活app branding elements responsibly. Do not modify 快活app branding elements without the direct听approval听and/or support听from听听MarComm.听
  • Post community expectations, moderation protocols and any other听specific听guidelines on the social media account in the profile or on a 鈥減inned鈥 post.听
  • Example听from听@UofDenver听accounts:听The 快活app may delete posts or comments that promote for-profit ventures that do not comply with 快活app policies. Posts that are grossly off-topic, abusive, contain profanity, pornography, are threatening, contain discriminatory language or language of bias or hate,听and the like听will not be tolerated. Any posts concerning potential harm to one's personal health and safety, or those that are discriminatory will be brought to the immediate attention of听Campus听Safety and/or听the听Office of Equal Opportunity/Title IX.听
  • Do not share any sensitive or private information via social media. Often hackers will use social media to gain knowledge that enables them to cause harm to听University听systems.听
  • Consider carefully who you 鈥渇riend鈥 or 鈥渇ollow鈥 from your听University听account. Best practice suggests only activating these connections with other听University accounts, employees and trusted听University partners. We do not recommend following current students who are not either employed with the听University or in a听University听leadership role听(such as President of the USG).听

Minimizing Confusion

If it's determined that you are posting information on your personal accounts that might be attributed to the 快活app given your affiliation, you may be asked to place a disclaimer on your personal channels that expresses all comments made are your own and not reflective of the University's views. You may also choose to add this information to your personal channels preemptively.

Encountering Difficult Social Media Issues

We recommend that campus users take the following steps when handling challenging issues on 快活app social media accounts.

  • Pause

    Remain calm and听take a break. Your ability to respond appropriately and professionally increases with a few moments of careful thought and consideration. A hasty response is likely to be a poor response.

  • Connect and Collaborate

    It鈥檚听important to collaborate听with partners across the听University to report the incident听and听discuss听potential听responses with others. A response in isolation is likely to result in unintended consequences.听Was the social media incident one of bias or hate? If so, please know that we have individuals and units that can support you. Depending on the situation, as a first step, you may contact听the Office of Diversity, Equity and Inclusion (ODEI) so that ODEI can provide support to individuals or groups that may be harmed by the post.

    Connect with听MarComm听to report the issue and receive support for听your听next steps and response.听MarComm听will also听loop听in the Chancellor鈥檚 Office,听Office of General Counsel,听EOIX,听and听Campus Safety听(as听needed), and any other departments who may require a notification.

  • Respond and Maybe Remove

    Negative comments or听criticism should not be听immediately听removed. Instead, a quick and polite response should be issued to attempt to engage with the individual/group and collaborate on a possible resolution.听

    • Blocking an individual: A good rule of thumb for blocking an individual is 鈥渢hree strikes and you鈥檙e out.鈥澨鼿owever,听that听may not apply in all cases. Some individuals (those posting pornography, threatening statements, or demonstrating hate) should be blocked or removed from the social media group immediately (after capturing the听problematic听post/comment听with a screenshot).听
    • Someone posting a call for assistance, having had a negative experience, or looking for answers should receive a response听with an offer for direct and immediate assistance. Negative experiences can be turned positive with empathy and rapid outreach. A post may not specifically call for support, so听your social media monitoring team听will need听to read between the lines and extend an offer for support in most instances.

    狈辞迟别蝉:听

    • In some听rare听instances, the comment or post will warrant removal. Inappropriate comments (such as profane or pornographic, racist, or threats of harm)听must听be removed after being听captured听via screenshots听and thoroughly documented.听A response should be provided even for a comment/post removed.听听
    • Other types of questionable content could include false, commercial, libelous, defaming, threatening, irrelevant, etc.听Consult with听MarComm听for guidance.
    • The 快活app may delete posts or comments that promote for-profit ventures that do not comply with 快活app policies. Posts that are grossly off-topic, abusive, contain profanity, pornography, are threatening, contain discriminatory language or language of bias or hate, and the like will not be tolerated. This page is moderated by 快活app staff to maintain safety and听promote听appropriate interactions. Posts concerning safety and discrimination will be brought to the immediate attention of听Campus Safety听and/or听the听Office of Equal Opportunity/Title IX.
  • People/comments you will want to remove, but shouldn鈥檛
    • Rude and outrageous 鈥 some people will post things that are rude, but there is a difference between rude and discriminatory, defamatory, etc.听
    • A known social media individual who frequently picks fights or complains (鈥渢roll鈥).听
    • Responses听from well-intentioned individuals, providing information on behalf of 快活app听that听is听not accurate. If the information is not accurate, address it and correct it 鈥 do not remove it.
  • Interactions you will want to engage in, but shouldn鈥檛
    • An escalating situation in which you will likely not be able to maintain restraint and tact.听
    • A situation that appears to be handled by the community or in which you think the community is likely to jump in. As a reminder, the first steps are to pause, connect and collaborate. If you think the community will jump in, the time you take to pause, connect and collaborate will give them time to demonstrate their willingness to respond. If the community does not jump in,听and you still feel you should respond, do so in a manner that does not invite escalation by providing a statement, the link to a website for more information, or direct contact information for a team member.听

    Some situations are no-win situations.听Do not take these interactions personally, do not engage if you feel you are getting emotionally involved, and keep in mind that your responses are judged not only by the original poster, but by all stakeholders who听may听see your response.听

  • Documentation prior to removal

    Do not听remove the post until you have properly captured it with a screen capture tool for documentation. Documentation is critical and must include both the original post and any associated information/interactions (comments, likes, etc.) so all facts can be later referenced as needed.

Sense of Urgency

Your definition of 鈥渇ast鈥 likely is not the same as each of your stakeholder鈥檚 definitions. Therefore, the consistency in your response time should set the tone for how quickly you will respond to questions and comments. Though you should always respond as quickly as possible,听after completing the 鈥減ause鈥 and 鈥渃onnect and collaborate鈥 steps, if you do not have an answer, you should respond as such. Tell the听individual that you are thankful for their comment and that you are working to find an answer. In addition, set an expectation for when they will next hear from you. Will you be able to respond in a few hours? A day?听Is听this听a more complex issue听that听will take a week or more听to answer fully? Also, keep in mind that it may not be you who provides the next bit of information. Perhaps there is a Town Hall coming up that specifically addresses the issue. If so,听and听if the听individual听is听a member of the 快活app community,听point them to register or the link to join live. Maybe the next issue of the听快活app Magazine has a feature article on the topic in question. It is okay to ask them to wait听for听听publication听and promise to share a link to the digital听version听when ready.听

Ideally, comments and questions will be responded to on the same day they are posted/requested. If, on a regular basis, you know you will take longer (on average)听for a response,听be sure to听post that information somewhere on the page. For example,听Campus听Safety听social media accounts have听a disclaimer听that states that its听social media accounts are not actively monitored 24/7 and听that听urgent matters of personal and public safety should be directed to a phone number instead.

Thoughtful Interactions

Spend as much听(or even more)听time listening as you share information. Social media is meant to be a two-way interaction and listening is a critical tool in building relationships and providing valuable insight. Engage听in ways that听provide value or context to the conversation.

  • Taking it Offline

    There are times when听it听is best听to facilitate听a conversation听offline and away from social media. It is important in these instances to acknowledge the conversation on the social media platform and indicate that the conversation is being taken offline. Taking conversations offline accomplishes a few key goals:听

    • It indicates to other audience members that you are responsive without the听risks that could arise if听the conversation听continues听on听social media. Private information should be kept private and听transitioning听the conversation听offline听promotes听that.听
    • Moving an unhappy person听away from the platform will听likely diffuse the situation听as听social media makes some people feel more empowered to use more forceful or colorful language. This is often听because听of听the听size of the听audience.听
    • Some people will choose not to engage offline听and听end the conversation. While this is not ideal (we want to try to address and resolve as many conflicts as possible), in some cases, the person was not engaging听to听receive听a resolution听to the听situation, but for attention. Ending these conversations in this way is preferable to removing/blocking the person from your social account.听

    Do not delete posts that are moved offline unless they are听truly听problematic.听Always consult with听MarComm听first before attempting to remove a post.

  • Team Support

    Social media is a team initiative at the 快活app. It is completely appropriate to engage other accounts if they can help in an interaction. Not only will engaging others help听resolve the issue at hand,听but听it will听also听help make the 快活app community shine and foster a听greater听sense of belonging for听everyone听involved.听

    Example: 鈥淍UofDenver听I was supposed to hear about financial aid like a week ago! I鈥檓 worried I won鈥檛 be able to attend 快活app now鈥︹澨

    Response: 鈥淗i @user! Thanks for reaching out! @DuFinAid will respond just as soon as they can. In the meantime, have you tried logging in to听PioneerWeb听to check your account status? (Link)鈥

  • Sound Like the Human You Are

    One of the most difficult parts of social media for an organization is that the organization is not running the social accounts 鈥 real people are! As employees, we are all different. We believe that is a major strength in our communications 鈥 especially on social media. Therefore, we encourage you to:听

    • Show empathy and听understanding听
    • Offer an apology if one is听warranted听
    • Admit mistakes or听problems听
    • Be friendly, sincere, and be听you
student leaning on tree looking at laptop

Glossary of Terms

Click for听a full听list of social media terms and definitions.