Laying Down the Law: Social Media Policy and Strategy

Tell us about you!http://go.ncsu.edu/unccause11-socialmedia-survey

Wednesday, November 2, 2011

http://go.ncsu.edu/unccause11-socialmedia-survey




Jen Riehle | Office of Information Technology, NC StateLeslie Dare | Student Affairs Technology Services, NC State

University Social MediaPolicy & Strategy


What are you doing?

Does you university have campus-wide social media guidelines or policy?

Does your department or office have social media guidelines or policy?

What information would you most like to see included in your campus social media guidelines/policy?


poll results

Twitter sez...http://bit.ly/vgxmhi


http://bit.ly/vgxmhi

http://bit.ly/vgxmhi

What are other universities doing?


61%

www.umassd.edu

/cmr/stud

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/soc

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university social media usage

2008


Social media usage in universities

http://www.umassd.edu/cmr/studiesandresearch/socialmediaadoptionsoars


85%

61%

www.umassd.edu

/cmr/stud

iesand

research

/soc

ialm

ediaad

optio

nsoa

rs


2009

2008





95%85%

61%

www.umassd.edu

/cmr/stud

iesand

research

/soc

ialm

ediaad

optio

nsoa

rs


20102009

2008





100%95%85%

61%

www.umassd.edu

/cmr/stud

iesand

research

/soc

ialm

ediaad

optio

nsoa

rs


201120102009

2008





www.umassd.edu

/cmr/stud

iesand

research

/soc

ialm

ediaad

optio

nsoa

rs


Podcasting (up 19%) and LinkedIn (up 16%) are other big winnersBlogs primarily run by Admissions, marketing or PR offices



www.umassd.edu

/cmr/stud

iesand

research

/soc

ialm

ediaad

optio

nsoa

rs

facebook98%87%

20112010





www.umassd.edu

/cmr/stud

iesand

research

/soc

ialm

ediaad

optio

nsoa

rs

facebook

twitter98%87%

20112010 84%

59%

2011

2010





www.umassd.edu

/cmr/stud

iesand

research

/soc

ialm

ediaad

optio

nsoa

rs

facebook

twitter

blogs

98%87%

20112010 84%

59%

2011

201066%

51%

2011

2010





SY

RA

CU

SE

ITH

AC

A

JOH

NS

HO

PK

INS

BU

TL

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TU

FT

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Syracuse: innovates in social media; one of the first to use FourSquare on campus; one of the most universities on TwitterIthaca: own SM tool that lets student meet classmatesJH: Student-run SM; heavy users of iTunesUButler: their mascot tweets; strong SM presence during March MadnessTufts: Moderated discussions on Facebook and popular Dining Twitter feeds

What makes a good policy?

Short and sweet

Easily accessible and highly visible

Often reviewed

Often updated


Case Study: The Social Corps


1.6 million Facebook followersEasy to update: Marines, pg 12. Facebook Places now discontinued at of August: first section already out of dateShort and sweet, easily accessible: on Facebook Info page; now linked off Marines homepage - points to SM page with links to guidelines, principles, SOP’s.

Considerations for Campus


Biggest University Issues

Awareness of e-discovery and records retention

Clearly defined rules for social media account names, icons, colors, voice, etc.

Planned strategies for negative or defamatory posts and comments

Education for employees using social media either personally or as a university representative


Additional issues: knowledge of rules for online promotions in different SM tools

Student Conduct

Students accessing "social networking services" such as Facebook, MySpace, Blogger, Twitter, and others should carefully read the terms and conditions set forth by such services. Students are solely responsible for the content of their sites. Neither ITS nor Macalester College assume any responsibility for what students place there. Inappropriate material placed on social networking sites is subject to Macalester College's Responsible Use policy, the Student Conduct Process and the College's Harassment and Grievance Procedures.

In addition to violation of College policy, the posting of inappropriate material may subject students to criminal and civil penalties. As referenced in the terms and conditions of these networking services, students should refrain from posting material that is deemed to be criminal; harassing; racially, sexually, ethnically or religiously objectionable; defamatory; obscene; invasive of another’s privacy; or infringing of copyright.

- MacAlester College, Saint Paul, MN


This example is from a private school, where you might see more restrictive Codes of Student Conduct. UNCG mentions social media in the “no contact order” section of their Code. NC State makes no specific mention but behaviors through social media are not immune to the Code. Bottom line -- understand how social media can impact students and their behavior, and the regulations on campus.

Monitoring Athletes

In June of 2011, the NCAA notified the University of North Carolina at Chapel Hill of allegations against its Division I football team and staff, including academic fraud and receipt of improper benefits. Also included in the notice was a citation for failure to “adequately and consistently monitor the social media activity” of its players.

NCAA requested “copies of materials posted on Twitter by football student-athletes.”

Up to this point monitoring of student athletes was not required but “encouraged.”


Two notes:- makes it clear that records of student SM use may be request and must be available- changes the burden on the Athletics staff. While not explicit that monitoring is required in the past this sets a new precedent.

UDilligence and VarsityMonitor

Monitors Facebook, Twitter, MySpace, YouTube and Bebo (UD)

Offers generic guidelines and training tools (VM)

Monitoring Athletes


Schools using it: LSU, Baylor, Texas Tech, Louisville, Old Miss and as of this fall, Maryland; NCSU is evaluating itQuotes from athletes that they’re only online because their professors are making them use social media...

Educating Faculty

Increasing desire to use social media in the classroom

it’s not going away

excellent way to engage

tools needed after graduation

Many have incorporated it into the curriculum without consideration of policy


FERPA - student rights and privacyUnderstand best practices: Never require students to Friend you or join groups you’ve created; Consider multiple accounts – personal and professional; Always check your privacy settings; Take advantage of opportunities to educate students about appropriate social media usage.

Educating FacultyIntroductionWhen teaching in an on-line environment, it is essential that courses are delivered in compliance with applicable laws and university policies; in particular, those laws and policies designed to protect the student's rights to privacy and accessibility.

4.2.2 In cases where the pedagogical use of an external course component is such that certain privacy requirements can not be met (e.g., the students are posting material on a public web site and their identities are exposed) a limited release form is available to allow students to voluntarily waive certain privacy rights. Instructors are advised, however, that students cannot be required to waive their rights, and should be prepared to offer alternative pedagogical approaches that do not require privacy waivers if necessary.

4.3 Instructors should list electronically hosted course components in the course syllabus, and should identify any components that may present privacy or accessibility issues for the student so that these issues can be worked out during the course drop/add period.

- NC State REG 08.00.11


Student FERPA waiver, including it on Moodle (our CMS) to ensure it gets digitally signed before moving forward and that it doesn’t get lost

Challenges for Campus


Photo creditsloanpix

Too many accounts


Campus of social media is like a pile of candy hearts.They all look different and have different messages - similar, but different. And after you’ve had a few you’re totally sick of them.

Photo creditstefan

Agreeing on guidelines


Centralized group responsible for all SM accounts? Sam Houston State University social media policy: anyone with a campus-related SM account required to give university administrators editing privilages. Led to protests.Limitation on using “ncsu” or some variation in account names?

Photo creditstefan

Monitoring and enforcement


Photo creditstefan

Training and employee management


Retrofitting

Possible to change your Twitter handle but requires some management of the old account

Facebook is notoriously complex and dynamic

Consolidating company profiles: Facebook and LinkedIn


Facebook vocabulary is problematic. Transitions from “groups” to “pages”NC State “official” facebook page is only about a year old; very imconplete LinkedIn profile

Student Organizations

Student organizations often have their own rules

Not required to fall under campus social media branding or guidelines


Leslie will ad more here soon....

Analytics & Metrics

Useful for justifying investments of time and money

Often includes archiving of social media usage

Big costs in terms of time and tools


Social Media at NC State


Social Media Subcommittee

Sub-committee of Campus Communicators

Goal is to guide campus faculty, staff and students to effective, compliant, educated use of social media


Current Tasks

Survey campus for social media accounts

Secondary survey to establish social media usage in classrooms

Development of getontheweb.ncsu.edu

Identify campus resources and social media “experts”



Require use of brand bar and consideration for brand guidelines before you can be added


Everything on the official NC State YouTube channel goes through Communications office. Been difficult to keep track of and they’re looking for a way to automate that process... LOTS of unofficial NCSU-related uploads.

Future Tasks

Social Media “registration” system

Publish best-practices and offer campus tutorials/classes

Add social media to Brand Book guidelines

Campus software licensing agreement for analytics tool(s)


Collect info on account names, managers, audience, etc.

Policy

Try to get by with unofficial guidelines and best practices.

As necessary with time we may add regulations or policy


Hard to have policy since it changes so rapidly. Broadly-written guidelines and best practices are the best way to keep folks in-line. Point people to resources and staff who can answer questions logically or bring odd use-cases to the larger SM committee


Announcements

A French company was fined $36,000 after deleting mentions of their competitors from Wikipedia.


A major restaurant chain was forced to issue public apologies after a YouTube video is released of an employee yelling at a customer.


KFC- 31k hits

A well-known design label had their Facebook page essentially hijacked by PETA protestors with little to no resistance from corporate staff


DKNY

Jen Riehle | @ncsumaritLeslie Dare | @lesliedareNCSU

Thank You!Questions or Comments?

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Wednesday, November 2, 2011Waiver content: Under the Federal Family Education Rights and Privacy Act of 1974 (FERPA) and NC State’s FERPA regulation, a student’s education records are protected from disclosure to third parties. Because of the public nature of wikis, students must provide written consent for wiki participation in a course setting.I understand that participation in a wiki is required for [ course name and number ]. I give permissions to [ instructor name ] to include me in the wiki for this course. I understand that the wiki will be open and accessible to the public.[ signature of student ]

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