General principles
涩里番鈥檚 social media channels should reflect the University鈥檚 values, mission, and commitment to respectful, accurate, and inclusive communication. Individuals managing official accounts must exercise good judgment, protect confidentiality, and ensure that content supports the University鈥檚 institutional priorities.
Official accounts exist to inform, inspire, and connect with diverse audiences while upholding 涩里番鈥檚 reputation as a trusted and credible institution.
These expectations apply to anyone posting on behalf of a unit, including staff, interns, and students.
Essential principles include:
- Communicating with accuracy and clarity
- Upholding respect, collegiality, and inclusiveness
- Protecting privacy and sensitive information
- Ensuring accessibility and visual consistency
- Staying aligned with 涩里番鈥檚 overall communication direction
- Reflecting 涩里番鈥檚 brand identity consistently across tone, visuals, and messaging
Appropriate tone and conduct
涩里番鈥檚 social media tone reflects the University鈥檚 commitment to human-centered storytelling, academic excellence, accessibility, and community engagement. Our voice is professional, yet informed, approachable, and grounded in accuracy and respect. Content should highlight the people, ideas, and discoveries that shape 涩里番 from student life and campus initiatives to research achievements and community impact.
When interacting with audiences:
- Respond thoughtfully and avoid confrontational exchanges
- Correct misinformation politely and transparently
- Avoid personal opinions, emotional reactions, or commentary on sensitive political or social issues
- Acknowledge concerns with professionalism and care
- Escalate complex or sensitive inquiries to the appropriate unit or to central communications
This approach ensures that 涩里番鈥檚 digital presence remains credible, inclusive, and community-focused, while fostering trust and meaningful engagement across platforms.
Account creation, governance, and strategic alignment
To ensure coherence, appropriate governance, and effective audience engagement across 涩里番鈥檚 digital ecosystem, the creation of any new social media account requires prior consultation and formal approval from the central social media team within Communications and Institutional Relations.
Before launching, naming, or reactivating an account on any platform, faculties, departments, and units must obtain written approval.
The University reserves the right to:
- Approve or decline the creation of new accounts
- Recommend consolidation or integration into existing channels
- Establish naming, branding, and platform suitability requirements
- Review and audit existing accounts and recommend consolidation or deactivation where appropriate
This governance model helps prevent duplication, fragmentation, and reputational risk, while ensuring that 涩里番鈥檚 digital presence remains strategic, sustainable, and aligned with institutional priorities.
Units operating accounts without prior approval may be asked to transition, rebrand, merge, or deactivate the channel.
Strategic considerations before requesting a new account
Before submitting a request to create a new social media account, units must evaluate whether a standalone presence is necessary, sustainable, and strategically justified.
Units should consider:
- Is there a clearly defined audience that is distinct from existing 涩里番 accounts?
- Does the unit have a dedicated communications or social media professional responsible for ongoing content creation, publishing, analytics, and moderation?
- Is there sufficient capacity to post consistently and maintain quality year-round?
- Is there an existing faculty-level or related 涩里番 account whose established audience could be leveraged instead?
New accounts should not be created solely for event-based, short-term, or limited campaigns.
Links to related policies and guidelines
Social media managers must follow University-wide policies governing digital communication, privacy, brand use, and conduct. Relevant frameworks include:
