ROWAN UNIVERSITY POLICY

Title: Social Media Policy
Subject: University Web Services
Policy No: UWS: 2014:XX
Applies: University-wide
Issuing Authority: Executive Vice President for Administration and Strategic Advancement (signature)
Responsible Officer: Vice President for Strategic Enrollment
Adopted: XX/XX/201X
Last Revision:

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06/06/2014
Last Reviewed:

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 12/19

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/2014

 I.    

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 PURPOSE

This policy serves as a guideline for those initiating or managing a social media presence that involves the University, its schools, departments, programs, groups, organizations and individuals. It outlines how the University supports institutional communication via social media so that the University's social media communications efforts remain as consistent as possible. Social media usage at Rowan University is governed by the same policies that govern all other electronic communications, technology and the Internet and must follow the same ethical standards by which Rowan University abides.

 II.     ACCOUNTABILITY

Under the direction of the Vice President for Strategic Enrollment, the Director, University Web Services shall ensure compliance with this policy. The Social Media Coordinator, University Web Services shall implement the policy.

III.    APPLICABILITY

This policy applies to all faculty, employees and students of Rowan University who accept responsibility for engaging in work-related social media.

IV.  

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 DEFINITION

"Social media" - refers to any online tools and services that allow any Internet user to create and publish content. For the purpose of this policy, social media means any facility for web-based and mobile publication and commentary, including but not limited to blogs, wikis, RSS feeds, interactive geo-location, and networking sites such as Facebook, Twitter, LinkedIn, Instagram, Google+ and YouTube.

V.   

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 REFERENCES

A. All policies, procedures and guidelines regarding the University’s trademarks, names and symbols apply to social networking sites.^[i]

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C. Family Educational Rights and Privacy Act (FERPA)

VI.    POLICY

A. Rowan University recognizes and embraces that social media are fundamental shifts in the way people communicate and supports the use of social media by its community members as a way to facilitate communication and conversation. As a public institution, we believe it is crucial to stay abreast of trends and remain active in the social sphere to intimately connect with our community.

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1. Violations of this policy may require the suspension or removal of any social media account(s) at the purchaser's expense and possible disciplinary action.
2. A disciplinary or other review may be initiated if an employee's online activity violates law or University policy, or if the employee's non-official or unauthorized online activity otherwise subjects the University to liability for such acts.
3. Rowan University reserves the right to monitor use of its computer systems.

VII. REQUIREMENTS

A. Authorized Registration and Communication

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If you have any questions about creating a strategy, registering an account, general policies, a particular social network or any information outlined herein, please contact Social Media Coordinator ^[iv] or the Director, University Web Services ^[v] .

VIII. ATTACHMENTS

A. Attachment 1 - , Guidelines

B. Attachment 2 – , BEST PRACTICES

C. Attachment 3 – , REFERENCES AND SOCIAL MEDIA WEBSITES

D. Attachment 4 - , HYPERLINKS

By Direction of the Executive Vice President for Administration and Strategic Advancement


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Carl (Tobey) Oxholm III
Executive Vice President for Administration and Strategic Advancement

ATTACHMENT 1
GUIDELINES

A. Be Authentic

Social media is all about transparency and connecting personally. Ensuring the information you share is accurate will help your brand advocates find value in your community and help you establish credibility.

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• Don't simply regurgitate traditional marketing messages – post with the main goal of igniting a conversation about which people care.
• Be personal and accessible. Infuse a human voice into your posts so your audience feels as if they are talking to a real person – one to which the typical Rowan University ambassador can relate.

ATTACHMENT 2
BEST PRACTICES]

A. Attribution - When appropriate, tag or repost from primary and secondary pages and use hashtags to increase cross-promotion. Be judicious with the among of tags and/or hashtags you use.

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 H. Measure - On a monthly basis, review the number of followers and posts in relation to engagement levels. Representatives may be expected to submit these metrics at any time upon request to University Web Services.

ATTACHMENT 3
REFERENCES AND SOCIAL MEDIA WEBSITES

A. The guidelines outlined herein do not surpass existing University policies related to the use of technology, codes of conduct or confidentiality. If you plan to speak on behalf of the University, please review these policies.

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1. Facebook – an online social utility with 1.23 billion active users that connects people and organizations with friends and others who work, study, live and engage around them. People use Facebook to keep up with friends, share links, photos and videos, and to learn more about people and organizations.
2. Twitter – a real-time, micro-blogging and social utility service that allows users to send a read messages known as "tweets," which are text-based posts containing no more than 140 characters. People use Twitter to share and view links, consume news and personal statuses and tap into larger, aggregated conversations by using hashtags.
3. LinkedIn – a business-oriented online social utility that allows users to strengthen and extend their existing network of trusted professional contacts. People use LinkedIn to stay in touch with contacts and informed about their industry.
4. Google+ – an integrated social platform that merges with other Google services including YouTube, Gmail and Google Search. Users can network with one another via "Circles," or specific communities, and engage in conversations via comments or +1s.
5. YouTube – a video sharing website and the Internet's second most popular search engine. Users can view, upload and share videos as well as comment on other videos.
6. Instagram – a photo sharing network owned by Facebook that allows users to upload photos taken with a mobile device, apply special filters and share with their friends. These photos can remain private to an approved network of followers, or shared publicly throughout multiple other popular social networks.
7. Pinterest – a photo sharing website that allows users to "pin," or bookmark, images they find interesting from around the web to categorized "boards" on their profiles.
8. Flickr – a photo sharing website on which users can view, upload and share photos. This is a popular place for storing photos that link to blogs and other social platforms.
9. Foursquare – a geo-location app that shares your whereabouts with your friends and allows you to view their locations. You can collect points, prizes, "badges," and even discounts through the app by "checking in."
10. Blog – an online site short for "web log." It allows an individual or group to share a running log of personal insights, events, news and other topics of interest.

ATTACHMENT 4

HYPERLINKS

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