Deakin Social Media Guide

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    SOCIAL MEDIA GUIDELINESwww.deakin.edu.au/socialmedia

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    Deakin University social media guidelines

    www.deakin.edu.au

    These guidelines have been created primarily

    to enable and encourage the use o social

    media tools whilst providing support, guidance

    and validation to those who already use social

    media as part o their roles as Deakin sta orstudents. Additionally, the guidelines set out to

    protect the University and individuals rom any

    unexpected or undesirable outcomes arising

    rom the use o social media by establishing a

    set o common sense guidelines within which

    individuals and ofcial Deakin social mediarepresentatives should operate.

    The University recognises the vital importance o participating in

    online conversations and are committed to participating in onlinesocial media the right way. The University has developed these

    guidelines to help empower Deakin University sta and students

    in this new rontier o communication.

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    Deakin University social media guidelines

    www.deakin.edu.au

    Social media is a constantly evolving part o the internet andis rapidly becoming part o our daily lives. These guidelines

    will be updated as new technologies, cultures and trends

    develop to help clariy how best to enhance and protect

    personal and proessional reputations when participating in

    social media.

    Deakin recognises the use o and participation in online

    communities to learn, advocate, collaborate, exchange and

    contribute or the benet o your proessional and personal

    development. It is important as a university that we stay

    active, aware and ully engaged with our communities both

    online and oine.

    Both in proessional and institutional roles, employees and

    students need to ollow the same behavioural standards

    online as they would in real lie. The same laws, proessional

    expectations, and guidelines or interacting with students,

    parents, alumni, donors, media, and other University

    stakeholders apply online as they do in the real world. Sta

    and students are accountable or anything they post to social

    media sites.

    The guidelines should thereore be read in conjunction with

    University policies including:

    Discrimination and Sexual Harassment Operational Policy

    Inormation Privacy Operational Policy

    Inormation and Communications Technology Use

    Operational Policy

    Public Relations and Marketing Operational Policy

    Sta Code o Conduct

    Student Charter

    Web Publishing Operational Policy

    Web Publishing Procedure.

    Introduction

    EXAMPLES OF SOCIAL MEDIA CATEGORIES

    Online communities: Facebook, LinkedIn

    File sharing: Flickr,YouTube

    Blogs: Blogger,Tumblr, WordPress

    Forums: Website orum pages

    Microblogging:Twitter

    Virtual communities: SecondLie

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    Deakin University social media guidelines

    www.deakin.edu.au

    Maintain personal and organisational

    confdentialityDo not post condential personal or commercial inormation

    about Deakin, its students, its alumni or employees. Posting

    condential, personal or commercial inormation will breach

    University policy and procedures and may also break the law.

    Use good ethical judgment and ollow University policies

    (see list in introduction) at all times. I situations involving

    individuals are discussed on a social media site, be sure thatthey cannot be identied. As a guideline, dont post anything

    that you would not repeat in person, in public or to the

    parties in question. Consider every interaction online as you

    would with a ace-to-ace conversation.

    Protect your privacyWhilst its important to be transparent about whom you are,

    be mindul not to divulge additional personal inormation

    that may potentially compromise your privacy or proessional

    condentiality. Use appropriate privacy settings and apply

    common sense to protect your privacy. Further inormation

    in relation to privacy is available in the Inormation Privacy

    Operational Policy.

    Adhere to visual identity and brandingYou require permission or use o the University name and/

    or logo on both personal and ocial University social media

    sites, in accordance with the Public Relations And Marketing

    Operational Policy.

    Respect University time and resourcesPlease remember Deakin computers and your work

    time are to be used or University-related business.

    It is appropriate to use social media i your activities are

    directly related to accomplishing work or assessment goals

    such as managing an ocial Deakin site, seeking sources orinormation or collaborating with others to achieve positive

    outcomes. See Deakins Inormation and Communications

    Technology Use Operational Policy and Procedure or Student

    Charter or urther details.

    Be responsibleBe careul what you post. Many employers are now reviewing

    online postings and activity beore extending oers o

    employment. Dont compromise yoursel by posting abusive,

    copyrighted, deamatory, libellous, obscene or illegal content.

    Be ethical, considerate and responsible you are personally

    responsible or content you publish and comments you make.

    Be mindul and ensure you never post comments that may becontrary to Deakins Sta Code O Conduct or Student Charter.

    Be respectulYou are more likely to have a positive outcome when posting

    i you are constructive and respectul. I ts OK to discuss a bad

    experience or disagree with a statement, concept or person,

    so long as you do it in a considered and constructive manner.

    As stated in the Sta Code O Conduct and Student Charter

    it is important to treat students, members o the public and

    sta with respect. Dont use infammatory, racist or oensive

    language, never upload oensive or explicit written, audio or

    visual content and ensure you state that the views expressed

    are your own.

    Terms o serviceObey the terms o service o any social media platorm

    employed.

    Section 1: PoliciesPolicies for all social media sites, including personal sites.

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    Deakin University social media guidelines

    www.deakin.edu.au

    Be accurateHave all the acts beore you post to avoid posting misleading

    or incorrect inormation about you or the University. I you

    make an error, be the rst to correct it quickly and visibly.

    Always provide links or reerences when posting content you

    havent developed. Dont breach copyright laws, abide by

    creative commons licences, and obtain consent when citing

    colleagues or organisational links when reposting content.I unsure about the accuracy o inormation, ensure you rstly

    seek and clariy inormation with the relevant content owners

    throughout the University beore posting to social media.

    Think beore you postTheres no such thing as a private social media site.

    Search engines will show posts years ater the publication

    date. More critically, the web is viral and virtually

    instantaneous comments can be orwarded worldwide in

    seconds. Archival systems save inormation even i you delete

    a post. I youve posted something you wish you hadnt,

    its already too late to change it.

    Let the subject matter experts

    respond to negative postsYou may come across negative posts about the University

    or its brand, or see third parties trying to spark negative

    conversations. Unless you are a certied online spokesperson,

    avoid the temptation to react on behal o the University

    yoursel instead please pass the inormation to the

    Marketing Division who will determine the most appropriate

    spokesperson to address such comments. Certiedspokespeople should always seek advice rom their manager

    when responding to a negative comment to ensure the

    response is in line with the Universitys ocial position on

    topical matters.

    Be transparentBe honest about your identity. I you are engaging, sharing

    or contributing on behal o Deakin, say so. I you post

    directly about Deakin in your personal time, please identiy

    your association with Deakin as a student or sta member,

    and mention on your site or post that you are sharing

    your personal views and opinions, not representing the

    organisation. Dont hide your identity or the purpose opromoting Deakin. I you are posting content or publicity or

    promotional purposes make sure you are authorised to do so

    and please adhere to all relevant Deakin policies.

    Section 2: Best PracticesThis section applies to those posting on social media in any capacity.

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    Deakin University social media guidelines

    www.deakin.edu.au

    Be certifed in the Social Media

    Certifcation ProgramAll sta who ocially represent the University online must

    complete the Social Media Certication Program prior to

    beginning or continuing these activities. This program

    is designed to educate sta on policy and bestpractice

    guidelines to ensure consistent and responsible strategic

    and operational practices.

    Notiy the UniversityDivisions, Units or Faculties who have a social media page

    or would like to start one must contact the Deakin University

    Marketing Division to ensure all University social media sites

    and their content coordinate with other Deakin University

    sites. All ocial University pages must have an allocated

    contact who is identied as being responsible or content

    and maintenance o the site.

    Have a planDivisions, Units or Faculties should consider their messages,

    audiences, and goals, as well as a strategy or keeping

    inormation on social media sites up-to-date. The UniversityMarketing Division can assist and advise you with your

    social media planning. Beore creating a site you must rst

    submit a comprehensive brie outlining audience, objectives,

    requency, platorm and resourcing to be assessed and

    approved by the Marketing Division.

    Be committedTo engage with and build a network you need to be committed

    to regularly posting new content. Frequency ocontent will

    vary depending on the platorm and expectations o your

    audience. Social media is not a set and orget platorm, it

    requires two way interaction, open dialogue, continuous

    content and daily monitoring. Ensure you not only have a

    plan or when to begin engaging, but when to handover

    to other colleagues or areas, and when and how to leave a

    community. Dont leave a community unattended as it may

    indicate a lack o commitment to the other users or members

    and refect badly on Deakin.

    Be audience appropriateBe aware that a presence in social media is easily accessible

    to the public at large. This includes prospective students,

    current students, current employers, sta and peers. Consider

    the context in which youre representing Deakin. Choose your

    tone to suit the audience and platorm.

    Be active and add valueI you participate in a social network, make sure you are

    contributing valuable insights. By publishing as a Deakin

    sta member or student, you represent Deakins brand and

    reputation, so be innovative and insightul. Ask yoursel

    i your posts will be o interest to readers. Sel-promoting

    behaviour is viewed negatively and can lead to you being

    banned rom web sites or groups. For authenticity andcredibility, monitor your comments, delete spam and abusive

    posts, and build your networks and communities in a way

    that complements your online and oine prole. By all

    means link to Deakin where appropriate.

    Appropriately manage images,

    audio and video contentAll necessary steps must be taken to uphold Australian

    intellectual property and privacy legislation when publishing

    images, audio and video on social media sites. Consider

    adding a watermark to images and videos and insure

    inormed consent is sought beore posting images, audioor video content that contains clearly identiable images o

    members o the public, music or academic content.

    Post images at 72 dpi and approximately 800x600 resolution

    images at this size are sucient or viewing on the web,

    but not suitable or printing. Consent orms and other

    inormation can be accessed on the University web site.

    Be connectedWherever possible connect and link your audience to

    other Deakin content, sites or postings. Always reerence

    the source.

    Protect the institutional voicePosts on social media sites should protect the Universitysinstitutional voice by remaining proessional in tone and in

    good taste. No individual Division, Unit or Faculty should

    construe its social media site as representing the University

    as a whole. Consider this when naming pages or accounts,

    selecting a prole picture or icon, and selecting content to

    post. Names, prole images, and posts should all be clearly

    linked to the particular Division, Unit or Faculty rather than to

    the institution as a whole.

    Section 3: Institutional Social Media

    For more inormation and resources visit www.deakin.edu.au/socialmedia or contact the University Marketing Division.

    I you post on behal o an ofcial University Division, Unit or Faculty the ollowing policies

    must be adhered to in addition to all policies and best practices listed above.

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    Identify your association with Deakin as a student or sta member

    Make it clear if you have a vested interest in the information you post online

    Be quick to admit your mistakes and be sure to apologise

    Clearly state that your comments represent your own personal viewsand opinions

    Content on social media can be shared and accessed by anyone in apublic arena

    Do not post or comment on topics or views that could oend ordiscriminate against your audience

    Do not use abusive or oensive language

    Be respectful of other opinions, even in times of heated debate

    All University policies including the Student Charter and Sta Code ofConduct, apply online

    Do not disclose University proprietary information

    Do not cite or reference University, student, sta, partner or supplierinformation without obtaining permission rst

    Make sure you protect your own privacy as well as others

    Social media is a useful tool, but its not what keeps the University running

    Like phone calls, sta should keep personal use to a minimum

    Create and post content that adds value

    Communicate regularly and engage with those who engage with you

    Add value to what you re-post (add your comments)

    Tailor your messages to suit your audience

    Inform the University Marketing Division if you come across anything thatcould be perceived as negative to you, the University or your fellow students

    or members of sta

    Do not speak on behalf of the University (or use the Deakin logo), unless

    authorised to do so You must be certied in the Social Media Certication Program in order to

    represent the Deakin brand (and logo) on any social media platform

    Obtain written permission when reproducing articles, logos or images

    Provide links to articles or posts that you have referenced

    DO add a DISCLAIMER DO WARN us when it goes wrong

    DO be CLEAR and TRANSPARENT

    DONT forget to THINK

    DONT forget your DAY JOB

    DO be ACTIVE and ADD VALUE

    DONT speak without PERMISSION

    DONT breach PRIVACY

    DONT ignore COPYRIGHT

    Deakin University CRICOS Provider Code: 00113B