Revised7/18/17

SocialMediaGuidelinesReasonforguidelines 2

Definitions 2

Responsibilities 3

PrinciplesOverview 4

Procedures 7

RelatedVirginiaTechPolicies 8

Contacts 9

RepresentingVirginiaTech 9

VirginiaTechbrandingandstylerequirements 10

Startinganewaccount 11

Socialmediaplatforms 12

Tipsoncontentcreation 14

Usingsubmittedcontent 14

UsingHashtags 15

Comment/conversationmoderation 15

Removingpoststhathavebecomecontroversial 16

Communicationsduringcampusemergencies 16

Measuringsuccess(analytics/metrics) 17

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ReasonforguidelinesVirginiaTechauthorizesthecreationanduseofuniversitysocialmediaaccounts,providedtheiruseisprofessional,protectsthereputationandbrandoftheuniversity,andcomplieswithVirginiaTechpoliciesandapplicablestateandfederallawsandregulations.

TheuniversityrecognizesthevalueofsocialmediaplatformsforarangeofgoalsandmustbalanceitssupportofsocialmediawiththepreservationofVirginiaTech’sbrandidentity,integrity,andreputation.

EntitiesaffectedbytheseguidelinesAllunitsoftheuniversityincluding,butnotlimitedto,colleges,schools,institutes,departments,studentorganizationsandclubs,andgoverningorganizations.

WhoshouldreadtheseguidelinesAllfaculty,staffmembers,andstudentswhomanagesocialmediaasauniversity-affiliatedadministratororasanindividualforpersonaluse.

● Seealso:RelatedVirginiaTechpolicies,p.7● Seealso:Businessandpersonaluseofsocialmedia,p.4

Guidelinesavailableonline

● Website:branding.unirel.vt.edu/brand/social-media-guidelines

DefinitionsThesedefinitionsapplytotermsastheyareusedintheseguidelines.

AccountAdministrator AVirginiaTechfacultymember,staffmember,orstudentwhoadministersorauthorscontentforanyuniversitysocialmediaaccount.

CommunicationsProfessionalattheUnitLevel

Auniversitystaffmemberwithinaunitchargedwithcommunicationsoversightattheunitlevel.

SocialMedia AwebsiteorapplicationexternaltoVirginiaTechthatpermitssharingofinformationbetweenpeople.Thisincludesinternet-basedsocialnetworkingapplications,blogs,forums/chatrooms,collaborativeinformationandpublishingsystems(Wikis),video-andphoto-sharingwebsites(i.e.Facebook,Twitter,YouTube,etc.),andotherwebsiteswithuser-generatedcontent.

HouseRules Communitycommentingguidelinesbywhichtheaccountadministratorcanmoderateconversationsthatresideontheaccount.Seep.5

Unit Acollege,school,institute,department,studentorganizationorclub,researchcenter,office,serviceortransactioncenter,oranyotheroperatingVirginiaTech-affiliatedgroup.

UniversitySocialMediaAccount

Anyaccountadministeredbyanofficialuniversityunitonanysocialnetworkusedinsupportofthefunctionsorneedsofthatunit.

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Typically,theseaccountsincludethenameofVirginiaTechandthenameoftheunit(i.e.VirginiaTechCollegeofAgricultureandLifeSciences).Note:Accountsadministeredbyanyothergroupsorindividualsareconsiderednon-sponsoredaccounts,andtheuniversityisnotresponsibleforthecontentsharedontheseaccounts.

User Apersonwhoplacespostings,commentary,orothercontentonauniversitysocialmediaaccountorspace.

Influencer AnindividualorinstitutionthathasalargesocialmediafollowingandastrongaffinityforVirginiaTech.Asocialally.

ResponsibilitiesThemajorresponsibilitieseachpartyhasinconnectionwiththeseguidelines.

AccountAdministrator Accountadministratorsareexpectedto:● ConsulttheBestPracticesGuidelinesbelowand/orconsult

withyourunit’scommunicationsprofessionalforguidanceoncompliancewiththeseguidelines,aswellaswiththeuniversity’sbrandguidebeforelaunchingasocialmediaaccount.(Pleasenote:Thebrandingguidelineswillbeupdatedinsummer2017).

o Website:branding.unirel.vt.edu/brando SocialMediaGuidelines:

branding.unirel.vt.edu/brand/social-media-guidelines

● Correctormodifyuniversitysocialmediaaccountsundertheadministrator’scontrol,asdirectedbyUniversityRelations.

● Terminateanyuniversitysocialmediaaccountsthatcannotbemadecompliantwiththeseguidelines.

● Deactivateobsoleteaccounts.● Publishandenforceset“houserules”forcodeofconductby

followersoftheaccount.CommunicationsProfessionalattheUnitLevel

Communicationsprofessionalsareexpectedto:● WorkcollaborativelywithUniversityRelationstoreviewand

approvenewuniversitysocialmediaaccounts.● Provideguidanceandsupportfornewaccount

administratorsinrespectiveunits.● Documenttheuniversitysocialmediaaccountsinrespective

units.Individual Individualsareexpectedto:

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● Refrainfromusingorpostingtouniversitysocialmediaaccountsinviolationoftheseguidelines.

● Surrenderaccesstouniversitysocialmediaaccounts,asappropriate,whenuniversityemployeeorstudentstatuschanges.

UniversityRelations Universityrelationsisexpectedto:● OverseeVirginiaTech’sinstitutionalpresenceonsocial

networkingplatforms.● Determinewhethertoallowuniversitysocialmediaaccounts

onnewplatformsastheybecomeavailable.Authorizetheseaccountsasappropriate.

● Reviewsocialmediaaccountsthatrepresenttheuniversityforcompliancewiththeseguidelines.

● Instructaccountadministratorstocorrect,modify,orterminateuniversitysocialmediaaccountsthatarenotincompliancewiththeseguidelines.

PrinciplesOverview

VirginiaTechPrinciplesofCommunityEverythingwedoatVirginiaTechshouldbefirstandforemostguidedbytheVirginiaTechPrinciplesofCommunity.Ourinteractionsonsocialmediaarenoexception.InclusivityandrespectatVirginiaTechareeveryone’sresponsibility.

● Website:inclusive.vt.edu/vtpoc0

AcceptableuseofinformationsystemsatVirginiaTechAccesstocomputersystemsandnetworksownedoroperatedbyVirginiaTechimposescertainresponsibilitiesandobligationsandisgrantedsubjecttouniversitypolicies,andlocal,state,andfederallaws.

SocialmediaaccountadministratorsareexpectedtobefamiliarwithVirginiaTech’spolicyonappropriateuseofcomputersystemsandnetworksownedoroperatedbytheuniversity.

• Website:vt.edu/about/acceptable-use

Theuniversityrecognizesthevalueofsocialmediaplatformsforarangeofgoals,including,butnotlimitedto,reachingnewaudiencesandbuildingrelationshipswithstakeholders.ThisdocumentsupplementsexistingacceptableusepoliciesasoutlinedintheVirginiaTechfacultyandstaffhandbooksandincludes:

● AcceptableUseofInformationSystemsatVirginiaTech:vt.edu/about/acceptable-use

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● VirginiaTechIdentityStandardsandStyleGuide:branding.unirel.vt.edu/brand● BusinessConductStandards:cafm.vt.edu/businesspractices/conductstand● Non-discriminationstatement:vt.edu/about/equal-opportunity● FreedomofInformationAct:policies.vt.edu/FOIAa.php

UniversitysocialmediaaccountsAuniversitysocialmediaaccountisanyregisteredaccountadministeredbyanofficialuniversityunitonanysocialnetworkusedinsupportofthefunctionorneedsofthatunit.Typically,theseaccountsincludethenameofVirginiaTechandthenameoftheunit.

Useofsocialmediaaccountsmustbeconductedinamannerthatisprofessional,protectsthereputationandbrandofVirginiaTech,andisincompliancewithuniversitypolicies.

● BusinessConductStandards:cafm.vt.edu/businesspractices/conductstandProhibitedconductincludesuseofsocialmediainawaythatconstituteslibel,falseadvertising,copyrightortrademarkinfringement,harassment,professionalmisconduct,oraviolationofprivacyorotherrightsprotectedunderthelaw.Theuniversityisnotresponsibleforcontentsharedorgeneratedbynon-universitysocialmediaaccountsadministeredbygroupsorindividualsnotsponsoredbytheuniversity.

RegisteringanofficialuniversitysocialmediaaccountExistingandnewuniversitysocialmediaaccountsarerequestedtoberegisteredwiththeuniversity.Thepurposeofthisistokeepanupdateddirectoryforvisitorstotheuniversity’swebsitesandtoallowforperiodicqualitycontrolcheckstooccur.Registrationinformationincludes:

● Fullaccountname● Twobestcontacts(VirginiaTechemployees)withemailaddresses● Registrationsurvey:bit.ly/2i6MoRc

BusinessandpersonaluseofsocialmediaVirginiaTechemployeesmaybeauthorizedtousesocialmediaatworktopromotetheVirginiaTechbrandandencourageactiveengagementwiththeuniversitycommunity.TheseindividualsmustmaintainVirginiaTech’sbrandidentity,integrity,andreputation,whileminimizingpotentiallegalrisks.

Theseguidelinesdonotseektolimitpersonaluseofsocialmediabyfaculty,staff,orstudents.VirginiaTechemployeesandstudentsmaymentiontheiruniversityaffiliationinthebiooraboutsectionsofpersonalsocialmediaaccounts,butareprohibitedfromusinguniversitybrandelementsonthoseaccountsinwaysthatviolatebrandingguidelinesandtheVirginiaTechPrinciplesofCommunity.

Notethat,evenifyouareusingsocialmediapersonally,youmaystillbeseenasarepresentativeofyourcollege,unit,ortheoveralluniversity.Therefore,youareexpectedtoactresponsiblyassuch.

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● BrandGuide:branding.unirel.vt.edu/brand● PrinciplesofCommunity:inclusive.vt.edu/vtpoc0● Seealso:RepresentingVirginiaTechbranding.unirel.vt.edu/brand/social-media-

guidelines.html#best-practices

UsersmustadheretothetermsandconditionsspecifictoeachsocialnetworkplatformandfollowpoliciesfortheuseofpersonallyowneddevicesintheworkplaceatVirginiaTech.

● MobileCommunicationsDevicesPolicy:policies.vt.edu/3960.pdf

AccountAdministrators Accountadministratorsareexpectedto:● PostonVirginiaTech-affiliatedsocialmediaplatformsonly

usingtheaccountnameofhisorherdepartmentorunit.● MaintaintheprivacyofadministratorsofVirginiaTechsocial

mediaandalsopreserveconsistencyoftheunits’institutionalvoice.

Individuals IndividualswithaccesstoauniversitysocialmediaaccountareexpectedtoNOT:● Usesocialmediaforpersonalpurposesthatmight

reasonablycreatetheimpressionthecontentisauthorizedorcontrolledbyVirginiaTech,unlessusingasocialmediaapplication’ssharingfeaturetosharecontentfromanofficialuniversitysource.

● Postcontentthatisdiscriminatory,threatening,orunlawful.Usersareresponsiblefortheirconductwhenusingsocialmediaforpersonalorbusinesspurposes

SocialmediahouserulesVirginiaTechencouragessocialmediauserstointeractwiththeuniversityandeachotherbutisnotresponsibleforcommentsorpostsmadebyfollowersoforvisitorstoVirginiaTechaccounts.Commentspostedbytheseindividualsmaynotreflecttheofficialviewsorpoliciesoftheuniversity.Inaccordancewiththis,universitysocialmediaaccountsshouldincludeaversionofcommunityguidelinesintheaccounts’aboutsections.

Note:Beforeremovingnon-Englishcomments,usetranslationtoolstoverifyifthecommentindeedviolatestheotherstandardsaslisted.

ExampleofhouserulesFromVirginiaTech'sFacebookpage

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VirginiaTechwelcomesyourcommentsonourFacebookpageandencouragesinteractionamongHokiesaroundtheworld.WeaskthatyouusetheVirginiaTechPrinciplesofCommunity(inclusive.vt.edu/vtpoc0)asguidanceinyourpostsandremaintruetothespiritofUtProsim(ThatIMayServe).

Wereviewallcommentsmade.Commentswillberemovediftheyareoff-topic,offensive,insultorattack,containillegalsuggestions,usefoullanguage,orcontainunauthorizedcommercialsolicitation.Wereservetherighttoterminateaccesstothepagebyrepeatoffenders.

Pleaseemailusatsocialmedia-g@vt.eduwithanyconcernsaboutthecontentonthissite.Commentsmadetothispagearetheopinionsoftheauthors,notoftheuniversity.

Procedures

LaunchingorassumingresponsibilityforuniversitysocialmediaaccountsAccountAdministrator Accountadministratorsareexpectedto:

● Contacttheirunit’scommunicationsprofessionaltoestablishauniversitysocialmediaaccount.Ifyourunitdoesnothaveacommunicationsprofessional,contactUniversityAdvancement.

● FamiliarizethemselveswiththisdocumentandtheuniversityBrandGuidewhenlaunchingnewuniversitysocialmediaaccountsorassumingresponsibilityforexistingones.

● Correctormodifyuniversitysocialmediaaccountsundertheircontrol,asdirectedbyUniversityAdvancementand/ortheunit’scommunicationsprofessional.

● Terminateanyuniversitysocialmediaaccountsthatcannotbemadecompliantwiththeseguidelines.

CommunicationsProfessionalattheUnitLevel

Unitcommunicationsprofessionalsareexpectedto:● Overseecreationofnewsocialmediaaccountsintheirunits

toensurecompliancewithbestpractices.● Maintainalistofsocialmediaaccountsintheirunitsand

encourageregistrationtotheuniversityregister.● Trainaccountadministratorsintheirunitsabouttheirroles

andresponsibilitiesundertheseguidelines.● Familiarizethemselveswiththeseguidelinesandthe

universitybrandguide.● Beaccountableforensuringthatcontentpostedtotheir

accountsmeetsuniversityguidelines.● BeresponsibleforensuringcentralUniversityRelationsis

informedinmattersofissuesorcrisismanagement.

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Requiredactionsuponchangeinanindividual'suniversitystatusIndividual Whenthestatusofanindividualwithaccesstoauniversitysocial

mediaaccountchanges(i.e.rolechangewithinunit,transfertoanotherunit,orseparationfromtheuniversity),theindividualisexpectedto:● Surrenderthataccess.Theaccountadministratorwill

transferthataccess,asappropriatetoanotherstaffmember.AccountAdministrator Accountadministratorsareexpectedto:

● Reviewindividuals’accesstoallsocialmediaplatforms,socialmediatoolsandrevokewhereappropriate.

● Reviewandmodifypasswordsforallaccountstopreventunauthorizedaccesswhenappropriate.

● Reviewsocialmediapolicy,strategy,andbrandguidelineswithUniversityAdvancementandthecommunicationsprofessionalattheunitlevel.

CommunicationsProfessionalattheUnitLevel

Unitcommunicationsprofessionalsareexpectedto:● Reviewsocialmediaguidelines,strategy,andbrand

guidelineswithnewaccountadministrators.● Updatethelistofuniversitysocialmediaaccountsintheir

unitsandencourageregistrationintheuniversitysocialmediaregister.

RelatedVirginiaTechPoliciesPolicy WebsiteAcceptableUseofInformationSystemsatVirginiaTech

vt.edu/about/acceptable-use

AdministrativeDataManagementandAccessPolicies

policies.vt.edu/7100.pdf

BusinessConductStandards cafm.vt.edu/businesspractices/conductstandEqualOpportunity/AffirmativeActionStatement vt.edu/about/equal-opportunityFreedomofInformationAct policies.vt.edu/FOIAa.phpMobileCommunicationsDevices policies.vt.edu/3960.pdfStudentPrivacy/FERPA registrar.vt.edu/contact/FERPAVirginiaTechFacultyHandbook provost.vt.edu/faculty_affairs/faculty_handbookVirginiaTechIdentityStandardsandStyleGuide branding.unirel.vt.edu/brandVirginiaTechPolicies policies.vt.edu/index.phpVirginiaTechSales,Solicitation,andAdvertisingonCampus

policies.vt.edu/5215.pdf

VirginiaTechStaffHandbook hr.vt.edu/resources/current-employees/policies-handbooks

VirginiaTechStudentHandbook hokiehandbook.vt.edu

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ContactsSubject Contact Telephone Email/WebAddressGuidelinesclarificationandinterpretation

UniversityRelations 540-231-0946 socialmedia-g@vt.edu

Establishinganewuniversitysocialmediaaccount

UniversityRelations 540-231-0946 socialmedia-g@vt.eduCollege/UnitCommunicationsProfessional

Unit-specific Unit-specific

Socialmediacommunityguidelines

UniversityRelations 540-231-0946 socialmedia-g@vt.edu

Resources/trainingopportunities

UniversityRelations 540-231-0946 socialmedia-g@vt.edu

SocialMediaBestPracticesThepeopleofVirginiaTechandHokieNationmakeexcitingandmeaningfulconnectionseveryday—throughresearch,publicservice,alumniconnections,dailyinteractionsoncampus,andmore.

Socialnetworkshelpustoadvancetheseconnectionswhilefurtheringrelationships,cultivatingHokiepride,andactingasgoodstewardsoftheVirginiaTechbrand.SocialmediaoffersVirginiaTechanditsunitsandprogramsopportunitiestoengagespecificaudiences,includingprospectiveandcurrentstudents,parents,alumni,facultyandstaff,donors,media,andopinionleaders.OuroverarchinggoalistoraiseawarenessofVirginiaTech.

Thesebestpracticescanbeappliedwhetheryou’reastaffmembermanagingadepartmentFacebookaccount,afacultymemberoperatingyourownprofessionalTwitteraccount,orastudentgrouprunningauniversity-affiliatedInstagramaccount.

RepresentingVirginiaTechByhavingasocialmediaaccountthatindicatesyouworkatorattendVirginiaTech,orifyourunanaccountforyourunit,youmaybeperceivedasbeingaspokespersonforVirginiaTech.ItisessentialthatyoudonotspeakforVirginiaTech,theinstitution,butthatyourepresentyourunit.Inthatrole,youshouldconsideryourselfaspokesperson.Tomitigateanypotentialissues,bemindfulofthefollowing:

● Sticktoyourareaofprofessionalexpertise.● Confirminformationbeforeposting/sharingtoensureitiscorrect.Whenindoubt,don’tpost.● Usegoodjudgmentwhenrespondingtocomments.Reviewthedecisiontreeattheendofthis

documentforreference.● Questions/commentsthatarerelatedtoanewsstoryorpressreleaseshouldbereferredto

@vtnewsonTwitterand/ortheMediaRelationsDirectorinUniversityRelations.○ Website:vtnews.vt.edu/contact○ Twitter:twitter.com/vtnews

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● KeeppersonalaccountsseparatefromyourroleatVirginiaTechwhenpossible.Ifthereisoverlap,ensureyourpersonalviewsarenotviewedasofficialCommonwealthofVirginiacommunications.

○ YoumayincludeadisclaimerinyourAboutsection(fromPolicy:1.75–UseofElectronicCommunicationsAndSocialMedia),suchas:“Theviewsexpressedonthis(website,blog,socialmediasite)aremyownanddonotreflecttheviewsofmyemployeroroftheCommonwealthofVirginia.”

VirginiaTechbrandingandstylerequirementsToavoidconfusiononwhatconstitutesanofficialVirginiaTechsocialmediaaccount,affiliatedaccountsmustadheretotheVirginiaTechBrandGuidetoensureconsistencyacrossplatforms.

OfficiallogosOfficialVirginiaTechlogosareavailabletodownloadtohelpyoucreateprofilephotosandcoverphotosastheplatformallows.OfficialuniversityprimaryandsecondarycolorsareavailableintheBrandGuideforreferencewhencreatingpageidentityimages.

● Logodownloadwebsite(PIDrequired):secure.hosting.vt.edu/www.downloads.branding.unirel.vt.edu

● BrandGuide(PDF,page10):branding.unirel.vt.edu/content/dam/branding_unirel_vt_edu/2015-brand-guide.pdf

ProfilerequirementsPage/usernames ● Full,officialnameofyourunit.

● Typicallybeginswith“VirginiaTech”(i.e.VirginiaTechCollegeofAgricultureandLifeSciences);butmaynotcontain“VirginiaTech”ifitholdsadonor’sname—inthatcase,ensureVirginiaTechisintheaboutinformation,asdescribedbelow.

● Ifspaceislimitedintheplatform,“VT”isanacceptablealternativeto“VirginiaTech”(i.e.@VT_Football)

Contactinformation ● Officialwebsitelink.● Asspaceallows,includeothercontactinformation

suchas:o Addresso Telephonenumber(s)o Emailaddress(es)o Otherwebsites

“About”information ● Asspaceallows,filloutascompletelyaspossibletheaboutsectionofyourprofile.

● Thisincludesmission,descriptions,founding

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information,etc.● Include“VirginiaTech”hereifyourunit’sofficial

namedoesnotcontainit(i.e.thenamecomesfromadonor).

Profilepicture ● Mustrepresentyourunitinaclearmanner.● Donotuseprohibitedsecondarylogos(seeBrand

Guide,page12).● Mustbereadableatsmall,thumbnailsizeandbe

highenoughresolutionforlargerexpandedsizes.● Ifunsureaboutappropriateness,contactUniversity

Relationsforhelp(socialmedia-g@vt.edu)Otherphotos,coverphoto ● Ifavailable,chooseaphotothatworkswellinthe

horizontalareaatthetopofmanysocialmediaplatformpages.

● Itshouldrepresentyourunitand/ordirectlycomplementyourprofilepicture.

● Swapthisphotoregularlytorefreshthelookofyourpage.

StartinganewaccountBeforestartinganewsocialmediaaccount,considerafewkeyquestions:

Whoistheaudience? ● Determinewhoyou’retryingtoreachandwherethataudienceis,socialmediaplatform-wise(fordescriptionsonthedifferentplatforms,seetheSocialmediacommunicationsplansectionbelow).

● Determinehowyourmessageswillbetargeted(i.e.promotedpoststoaspecificaudience,differentplatformsfordifferentaudiences,etc.)

Whyareyoustartingthisaccount? ● Definethepurposeforthenewaccount.● Determinewhatthegoalisandhowtomeasure

success.Doyouhavetheresources? ● Determinewhetheryouhavetheresourcesto

manageauniversity-affiliatedsocialmediapresence,whichrequiresfrequentandconsistentattention.Ifyoudon’thavethetimetodevoteyoumaybequicklyoverwhelmed.

Whatmakesyouraccountunique? ● Determinewhatyouraccountoffersthatothersdon't,particularlyinyourunit.

Areyouduplicatingmessages? ● Definemessagingframeworkforyourtarget

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audienceanddetermineifitoverlapswithanotherVirginiaTechaccount.

● Determineifpartneringwithanotheraccountcanstrengthenyourmessage.

Howcanaccountadministratorsbecontacted?

● Considercreatingagenericemailaddresstominimizetheeffortrequiredfortransitioningtoanewaccountadminifadmins(suchasstudents)changefrequently.

Whatareyourpeerinstitutionsdoingonsocialmedia?

● Followandanalyzecontentonsocialmediafromyourpeersasastartingpointforyouinplanningreachingthoseaudiences.

Note:Ifyouwishtodothisforatime-boundevent(likeaconference),askyourselfifyouhavetimetobuildupanaudience.Ifnot,donotcreateanewaccountandinsteadutilizeanestablishedaccountwithanevent-specifichashtag.

Troubleshooting&AccountVerificationWhenstartinganewaccount,youmayrunintoyourpreferredusernamebeingusedbyanotheraccount.Eachsocialmediaplatformhastheirownwayofreportingunofficialaccounts,sothebestrouteistostartwiththeHelpsections.Forexample,Twitterhasaprocedureifyouencounterunauthorizedaccountsusingyourunit’sofficialname:support.twitter.com/articles/18367

Tomitigatecopyrightissues,youcanalsoapplytogetyouraccountverified.ThisalsovariesbyplatformandcanusuallybefoundintheHelpsection.

● Facebookverification:facebook.com/help/100168986860974● Twitterverification:support.twitter.com/articles/20174631

SocialmediaplatformsYourcommunicationsplanforyoursocialmediaaccountswilldependontheplatformandtheintendedaudiences.University-wide,VirginiaTechhasmorethan130socialmediaaccounts.ThefollowingareaccountsthatVirginiaTechcurrentlyusesonthecentraluniversitylevel:

Twitter ● Audienceskewsmale,age18-29,collegegraduates,andtypicallyliveinurbanenvironments.

● Micro-bloggingplatformthatutilizesmessageswith140charactersorless.

● Useshashtagstotapintoconversationsand/oraggregategroupsofpostseasily.

● Easyto“talk”toindividualsandgroupsviareplies,retweets,andquoteretweets.

● Usefulforliveupdatesfromevents,conferences,etc.● Usefulfordrivingaudiencestoacall-to-actionand

creatingawareness.

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● Poststhatincludephotoshavehigherratesofengagementthanthosewithout.

● Beganthelivevideotrendbutisusedlesscommonlytodayoutsideofnewscoverage.

● User-friendlyanalyticsanddemographics;downloadabletoaspreadsheet.

Facebook ● Audienceskewsfemale,age18-49*;allotherdemographicsarerelativelyequal.

● Platformthatallowsindividualstofolloworbecome“fans”ofbusinessandinstitutionpagesinadditiontopersonallyconnectingwithotherindividuals.

● Poststhatincludenativephotosandvideos(notlinkedtofromanoutsidesource,likeYouTube)havehigherratesofengagementthanthosewithout.

● Shoulddriveaudiencestoacall-to-action.● Emergingtrendoflivevideosontheplatform.● User-friendlyanalyticswithsomedemographic

informationavailable;downloadabletoaspreadsheet.

Snapchat ● Audienceskewsage18-24.● Photo-andvideo-sharingplatformthatutilizes

decorativefilters.● Imagesandvideosareonlyavailableforalimited

amountoftimeafterviewing.● Utilizesstoriestocraftavisualnarrative.● Emergingplatformforreachingprospectiveand

currentstudentsandyoungalumni.● Metricsarelimited;cannotaccuratelydetermine

numberoffollowers.● Metricsarelimitedandarenotdownloadabletoa

spreadsheet.● Postsmustbemadefromamobiledeviceortablet.

Pinterest ● Audienceskewsfemale,age30-49,higherincome,andsuburban/rural

● Users“pin”itemsfoundonlinetocustomizedboards,muchlikeavirtualbulletinboardforideas,crafts,fashion,recipes,etc.

● Userswill“repin”itemsfoundonPinteresttotheirownboards.

● Needsgoodvisualsforsuccessbecausethealgorithm

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reliesonimagestocreateposts.LinkedIn ● Audienceisnearlyevensplitwithmaleandfemale

users,age30-64,collegegraduates,higherincome,andurban.

● Usedfornetworkingwithothersinyourfieldofbusinessandrecruitingpotentialemployees.

● Personalprofileisanonlineresume.● Companypagescanbeusedtoaggregateand

connectalumniandstudentswitheachotherandwiththeinstitution.

o Cangetdemographicinformationtoinformstrategicalumnianddevelopmentdecisions.

● Areatofeaturenews,links,andupdates.Google+ ● Audienceistypicallymale,age25-44,higherincome,

andinternational.● Hasn’treachedthenumberofactiveusersasother

socialmediaplatforms,buthasemergedasanicheplatform.

● Morepopularincertaininternationalmarkets.● Usefulforconnectingandsharingwithnon-profits,

NGOs,andinternationalcompanies.Slack ● Chatforum

● Usedtosendgroupmessagesanddirectmessages● Adoptedbybusinessesasawaytostreamline

collaborationandtakeconversationsoutofemailInformationupdatedJune2017

*HighestnumberofusersperagegrouponFacebookis18-29,butages30-49havehigherratesofengagementwithposts.

TipsoncontentcreationTheever-evolvinglandscapeofsocialmediameansthatyou’llhavetostayabreastofemergingtechnologyandplatformdevelopments.Taketimetoassessnewcontentfeaturesandiftheycanhelpyouachieveyourgoals.Somesitesofferinformationonimagesizesforeachplatform:

● ConstantContact:blogs.constantcontact.com/social-media-image-sizes● MarketingTech:marketingtechblog.com/social-media-image-dimensions

UsingsubmittedcontentTohelpmaintaingoodrelationshipswithstudentsandalumniandtogiveyoumorecontentforyourposts,youcansolicitsubmissionsforphotosandothercontentfromyourfollowers.Ifyoureceivesubmissionsthatyouintendtopostfromyouraccount,ensureyouhavepermissionfromtheuseras

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wellasthephotographer(ifadifferentperson)beforesharing.Collectthefollowinginformationandgiveproperattribution:

● Name● Hometown(ifstudent)● Major● Graduationyear

ToolsforInstagram,suchastheRepostapp,willaddanattributionboxtotheimage.Youshouldstilltagthesubmitter’susernameinthecommentboxwiththeotherpertinentinformation.

UsingHashtagsWhenusingorcreatingotherhashtags,doyourresearchbeforeyoutweet.ThisincludesgoingtoTwitterandInstagramandperformingasearchfortheintendedhashtag.Takenoteofthepostsassociatedwiththehashtaganduseyourbestjudgmentaboutusingthathashtagwithyourownpromotions.

VirginiaTechusescertainhashtagsfortweetsandothersocialmediaposts.Theyare:

• #VirginiaTech• #UtProsim• #Hokies• #HokieLove• #HokieGrad(for

commencement)

• #HokieFacts• #WhyVT• #VT4L• #VTFirstDays• #HokiePets• #HokieBaby

• #HokieNation• #HokiesAbroad• #TravelingHokies

Comment/conversationmoderationIfyouareunsureabouthowtobestresolveasituationregardingcomment/conversationmoderation,contactSusanGill,DirectorofNewMedia,atsusan83@vt.eduor540-231-0946.

● Commentingdecisiontree:branding.unirel.vt.edu/brand/social-media-guidelines/how-to-moderate

Socialmediaadministratorsshouldrespondtocommenterswhoexpressconcernsandattempttoaddressthemdirectlyorreferthemtoapersonordepartmentwhocan.

ThestructureofyourresponsewillvarybasedonthenatureofthesocialnetworkingplatformbutitshouldalwaysbefriendlyandrepresentativeofVirginiaTech’scultureandvalues.

Noteverycritiqueneedsaresponse;somepeoplearejustventingfrustrations,ortheyare“trolls”—thosewhoengageinoff-topicorinflammatorypostsinanattempttoprovokeothers.

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Commentsthatareinappropriate,offensive,insultorattack,containillegalsuggestions,orusefoullanguageshouldberemovedasallowedbythatparticularsocialmediaplatform,asshouldthosethatareintentionallyrepetitive(spam).Keepalogofanycommentsremoved,andmostimportantly,beconsistentwiththetreatmentofallcommenters.

RemovingpoststhathavebecomecontroversialOccasionally,youmayfindthatsomethingyou’vepostedtoyourpagehastakenalifeofitsowninthecommentssection.Ifyouraudienceisstayingon-topicandremainingcivilasperyourcommunitycommentingguidelines,itisadvisabletoletthecommenterskeepeachotherincheck.Ifneeded,remindcommentersaboutyourcommentingguidelines.

However,iftheconversationseemstobeslidingtowardonlyonepointofviewinamannerthatiscontrarytothespiritofyourpost,youmayneedtomakeamoderatordecision.PleasecontactSusanGill,540-231-0946,todiscussthebestcourseofaction.

CommunicationsduringcampusemergenciesInanemergencyoranotherincident,university-affiliatedaccountsshouldnotpostinformationorcommentwitharesponsethathasnotbeenapprovedfordisseminationfromapprovedsourcesorspokespeople.Ifyouwishtodisseminatetheinformation,youshouldsharepostsfromtheofficialchannelslistedbelow.ContactSusanGill,DirectorofNewMedia,susan83@vt.eduor540-231-0946formoreinformation

Socialmediaisanincreasinglyvitalpartofhowweasasocietycommunicate,andthat’sespeciallytrueintimesofheightenedawareness.Rumorsquicklyspreadintheabsenceofreliable,verifiedinformation.

TheUniversityStatuswebsitecontainsinformationonoperatingstatusesatVirginiaTechcampuses.Pleaserefertothispageforgeneralandcontactinformation:vt.edu/status

Officialmessagesduringemergenciesandotherincidentswillcomefromthefollowingsocialmediaaccounts:

● VirginiaTech○ Twitter:twitter.com/virginia_tech○ Facebook:facebook.com/virginiatech

● VTAlerts○ Twitter:twitter.com/vtalerts

● VirginiaTechPolice○ Twitter:twitter.com/vatechpolice○ Facebook:facebook.com/VirginiaTechPolice

● VirginiaTechOfficeofEmergencyManagement○ Twitter:twitter.com/behokieready○ Facebook:facebook.com/BeHokieReady

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Inanemergencyoranotherincident,university-affiliatedaccountsshouldnotpostinformationthathasnotbeenapprovedfordisseminationfromapprovedsourcesorspokespeople.Ifyouwishtodisseminatetheinformation,youshouldsharepostsfromtheofficialchannelslistedabove.

CollegecommunicatorswhoreceivequestionsduringemergenciesorotherincidentsshouldreferthemtotheSeniorAssociateVicePresidentforUniversityRelations,AssistantVicePresidentofUniversityRelations,orMediaRelationsDirector,asappropriate.

ThreatsreceivedviasocialmediaIfyoubecomeawareofapotentialthreatviayourroleasasocialmediaadministrator,reportitimmediately.Ifthenatureofthethreatisanemergency,call911.YoucanalsoreferasituationofconcerntotheuniversityThreatAssessmentTeamatThreatAssessment@vt.eduortoVirginiaTechPoliceat540-231-6411.Additionally,includesocialmedia-g@vt.eduonanemail,ornotifySusanGillat540-231-0946afteryouhavenotifiedemergencypersonnel.

● Website:threatassessment.vt.eduIncludeasmuchinformationaspossible;includingtheusernameoftheindividualinvolved,ascreenshotofthemessage,whoorwhatisinvolved,whenthemessagewasreceived,andotherpertinentinformation.

Measuringsuccess(analytics/metrics)Itisimportanttobeabletosetgoalsandmeasuresuccessagainstthosegoalsforsocialmedia.Thiswillinformoverallcommunicationsstrategyandhelpyouassesswhethercertainplatformsworkbetterforyourintendedaudiencesthanothers.

LearningtoolsManysocialmediacompanieshaveblogswithhow-tos.Toeducateyourselfonhowandwhattomeasure,looktotheexperts.Herearesomesuggestionsonwheretostart:

● RazorSocial:razorsocial.com/social-media-analytics-tools● SocialMediaExaminer:socialmediaexaminer.com/5-tools-to-measure-social-media-roi● HootSuiteBlog:blog.hootsuite.com/social-media-metrics● Buffer:blog.bufferapp.com/definitive-guide-social-media-metrics-stats● SimplyMeasuredBlog:bit.ly/2hDXNe7

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DefinitionsDashboard Aplacetoconsolidateandquicklyanalyzedata;spreadsheetsare

commonlyused,andthereareavarietyofbrowser-basedanddownloadablesoftwareoptions,typicallyforafee.

Engagement Ametricusedtodescribetheamountofinteraction—likes,shares,comments—apieceofcontentreceives.

EngagementRate Ametricusedtodescribetheamountofengagementascomparedtothenumberofuserswhosawthecontent.

Follower Referstoapersonwhosubscribestoyouraccountinordertoreceiveyourupdates.

Impressions Ametricusedtoshowthenumberoftimescontentassociatedwithyourpageisdisplayed.

Reach Ametricusedtoshowthenumberofpeoplewhosawyourcontent.Includespeoplewhohavechosentofollowyouraccountandthosewhohavenot.

Measurementsteps

BaselinedataforexistingaccountsIfyouaresettingupameasurementplanforthefirsttime,orifyouhaveinheritedanexistingsocialmediaaccount,youshoulddetermineabaselineforyouraccount(s)tohaveabasisformeasurement.

1. Collectdataasfarbackaspossible,butaminimumofayearisideal2. Addthedatatoadashboardforeasyanalysis(Excelisoneexampleofaplacetocollectdata)3. MakenoteofFollowergrowthrateandaverageReach/ImpressionsandEngagementRate

SetgoalsDeterminewhatyourgoalsareforthenextyear,quarter,etc.Doyouwantto:

● Increasethenumberoffollowersbyacertainpercentage?● Drivemoretraffictoyourwebsiteusingsocialmedia?● Increasedonationstoyourprogramorunit?● Haveconversationswithyourfollowers?

Tobestaccomplishtheseandothergoals,createcalls-to-action.Forexample:

● Increasefollowers=“Sharewithyourfriends”or“Likeandfollow”● Drivemoretraffic=“Clickhere”withwebURL● Increasedonations=“Donatenow”buttonorwebURLlinkwithappeal● Haveconversations=askquestionsandrespondtoanswers

CreateandexecuteaplanPlanoutthepromotionsyouwanttodoaroundspecificeventsandthroughouttheyear.Besuretoincludethecalls-to-actionyou’vedeterminedandcraftmessagingtoreflectthoseactions.Payingforpromotedpostsmayhelpwithyourreachifyoudon’thaveagreatnumberoffollowers.

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MeasureeffectivenessAfterthepromotionsrun,collectthestatisticsandaddthemtoyourdashboard.Determinewhetheryoumetorexceededyourdeterminedgoal.Ifyoudidnotdoeither,adjustyourgoals,expectations,ormessagingforthenextpromotion.

WheretofindyourdataPlatform LocationFacebook ● LogintoFacebookandnavigatetoyourpage.

● VisittheInsightstabtoseeyourdata.● Datacanbeexportedforfurtheranalysis.

Twitter ● LogintoyourTwitteraccount.● Navigatetoanalytics.twitter.com● Analyticsareturnedoffbedefaultonmost

accountsandmustbeactivatedtobegincollecting.

● ViewyouroverviewontheHometab.● Datacanbeexportedforfurtheranalysisinthe

Tweetstab.Instagram ● Onyourmobiledevice,signintoyouraccount.

● Ensurethatyourprofileissetupasa“business”account.(Seefacebook.com/business/e/getting-started-with-instagram-for-businessforinstructions.)

● Youcanviewbasicinformationaboutpostsupto2years.

● Nodataexportfeaturecurrentlyexistsontheplatform.

● Togetdeeperinformation,considera3rd-partyapplication,suchasIconosquare,SproutSocial,andothers.

Pinterest ● LogintoyourPinterestaccount.● Navigatetoanalytics.pinterest.com● Fullanalyticstrackingmayneedtobesetupon

yourwebsite.● YoucanalsotracktrafficfromPinteresttoyour

websiteusingGoogleAnalytics.