Resources for CSB/SJU Social Media Managers
CSB/SJU recognizes the value of new and emerging communication tools, like social media, in supporting institutional communication efforts. These tools allow CSB/ SJU to create new connections and strengthen existing connections, all virtually, all in real time.
The use of these tools to meet institutional goals-whether via official college profiles or personal profiles as an official representative of the universities-should be informed by existing conduct policies and procedures-including but not limited to the Office of Information Technology’s Digital Copyright Protection Policy, Terms and Conditions for the Use of Information Technology Resources, the Human Rights Office Human Rights Policy as well as good personal and professional judgment.
Best Practices for Institutionally Affiliated Social Media Use at CSB/SJU
Managers of social media profiles on representing one or both of the colleges or a college sub-brand—including but not limited to student clubs and organizations, athletics teams, university departments—are encouraged to take the following suggestions under consideration:
Learn, and Engage by, the Rules
Be mindful of FERPA considerations when sharing confidential information about CSB/SJU, their students, alumnae/i, and employees and staff. Pay close attention to copyright laws, especially with videos and YouTube; do not use music or images you do not have permission to use. Further, managers are encouraged to verify any use of official CSB and/or SJU imagery is appropriate. Information about using official logos can be found on the MarComm webpage.
Questions about appropriate use of content on university social media accounts should be directed to CSB/SJU Social Media Specialist Tiffany Clements.
Listen, Respond, and Adapt
It’s called social media for a reason. When a fan or follower leaves a comment, respond (if that’s the appropriate course of action, see Be Respectful for further guidance). If the comment offers criticism or a suggestion, take it under advisement and don’t be afraid to change your approach to engagement.
Keep customer service in mind when choosing to engage with community members who are unhappy. If the issue presented has a solution (or you can connect the community member with someone who has a solution) do so. If it is a gripe for gripe’s sake (as negative social media/web comments can be) non-engagement may be the most appropriate course of action. The U.S Air Force Web Posting Response Assessment chart can be a helpful tool in determining the appropriate course of action to respond to comments and feedback.
Correct mistakes as expediently as possible. Don’t shy away from criticism for the error and learn from the mistake. If appropriate, consider responding to the community member from a personal account that identifies you and your responsibilities at the college(s). This shows members of your community there is an individual, rather than a disembodied institutional voice, on the other end of a page or profile. Also, don’t be afraid to take a sensitive conversation offline, when appropriate.
Once you’ve established a presence on social media, stick with it. Social media communities grow over time, with care and engagement on the part of community/page managers. If you are worried you may not have sufficient time/resources to dedicate to the maintenance of a social media profile, contact Social Media Specialist Tiffany Clements to discuss opportunities to use existing CSB/SJU social media resources to distribute your content on a sporadic basis.