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7/31/2019 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