| Policy Title | Social Media Policy |
| Policy Category | Information Technology |
| Policy Approval Date | June 9, 2023 |
| Policies Superseded | Interim Information Technology Policy Section X |
| Responsible Office(s) | Marketing and Communications |
| Related Policies | Information Technology Policy |
| Frequency of Review | 3 Years |
I. Scope
This Social Media Policy (“Policy”) applies to all faculty, staff, students, trustees, volunteers, and third-party vendors working for the University who manage Social Media Accounts on behalf of the University or who conduct University Business on any Social Media Platforms around the world. See Section IV for the definitions of capitalized terms contained in this Policy which are not otherwise defined in the text of this Policy.
II. Policy Statement
The University encourages the use of Social Media Platforms to promote the University and to engage across University audiences. The University community has a responsibility to maintain the integrity and global reputation of the University when conducting University Business or otherwise interacting with other parties on Social Media. Posting on behalf of the University or any of its subsidiaries is not a right; it can be rescinded at any time if Users are in violation of this Policy or post content that does not comply with the University’s code of conduct or is antithetical to the University’s mission or lived values. The purpose of this Policy is to establish the criteria for Users when operating a Social Media Account on behalf of the University.
III. Policy
All Social Media Accounts that purport to represent the University on any Social Media Platform must be approved by the appropriate unit vice president or designated leadership and registered with the Office of Marketing and Communications (“MarCom”) and follow all of the procedures outlined below. Any unauthorized Social Media Platforms using identifying markers of the University in name or image, including the University’s seal, iconic identity, or logos, will be reported to the applicable Social Media Platform by MarCom and evaluated for compliance with all other University policies.
- Social Media Account Management. MarCom is responsible for the management of University’s communications and oversight of all Social Media Accounts. The Social Media Platforms of the University at the time of publication of this Policy include Facebook (@arcadia.university), Twitter (@arcadia1853), Instagram (@arcadiauniversity), TikTok (@arcadiauniversity), LinkedIn, YouTube, and Vimeo. This list is not exhaustive and is subject to change as Social Media Platforms emerge and retire.
- Existing Social Media Accounts. Existing Social Media Accounts must be registered with MarCom within thirty (30) days of the effective date of this Policy using the Social Media Account Registration Form.
- Administrators of Social Media Accounts that remain inactive for more than 90 days will be contacted to reevaluate their editorial schedule or deactivate their account.
- Third-party vendors, agencies, and individuals outside the University community with a current and active relationship with a University department or business are not permitted to establish their own Social Media Accounts but may contribute via proxy access to manage content and advertising. Any such vendor or partner who would like to activate and manage an account must contact news@arcadia.edu for guidelines.
- Creating a new Social Media Account. Any department or business unit that identifies a need for a Social Media Account to help reach its audience should contact the Social Media Manager in MarCom before opening a new Social Media Account and:
- Designate two Administrators to manage the Social Media Account.
- Register your request for a new Social Media Account by emailing news@arcadia.edu.
- Administrators must review and uphold the University’s Social Media Guidelines and Editorial Style Guide.
- Administrators are encouraged to connect with MarCom for additional resources.
- Administrator Responsibilities. All Social Media Accounts should have a minimum of two Administrators to ensure that the site is consistently managed and the University has access. MarCom Social Media staff may be included in that role.
- Administrators for Social Media Accounts must be full-time or part-time employees. Students, volunteers, or third-party vendors can be a User but are not authorized to serve as Administrators for Social Media Accounts. If the Social Media Account is connected to a student club, the adviser to the organization / club must serve as the Administrator to provide account oversight. Likewise, if the Social Media Account is connected to an alumni group, representatives are required to work with MarCom and University Advancement to identify an employee Administrator to provide Social Media Account oversight.
- Should one Administrator be unavailable, the second assigned Administrator will manage the site. Administrators should immediately be replaced if they leave the employ of the University.
- Administrators must monitor the content of the Social Media Account and maintain the University’s brand quality and reputational standards, including messaging and proofing content (spelling, grammar, and accuracy).
- Administrators must have an identified “backup” on their team. If an Administrator leaves the employ of the University, they are required to transfer the Social Media Account (i.e., login information, administrator settings) to another approved University employee or contact MarCom Social Media staff for further assistance.
- MarCom may request to be added as an additional Administrator to any Social Media Account to inventory assets and for monitoring purposes.
- Crisis Communications. The University has established crisis communications procedures that should be followed in the event of a Crisis Situation. MarCom reserves the right to take over any University Social Media Accounts in a Crisis Situation. In the event of a Crisis Situation, Administrators should contact MarCom before responding, posting, or deleting any content on Social Media.
- Compliance with United States Laws, University Policies, Copyright, Fair Use, Trademark, Intellectual Property, and International Laws. Any content created to post on Social Media Platforms for University Business must comply with all applicable state, federal, country, and international laws, and copyright, intellectual property, and trademark laws and University policies (including the University’s Acceptable Use Policy) and those outlined in the Faculty Handbook, Staff Handbook, Student Handbook as well as the University’s Lived Values. Any Administrator managing Social Media must review the Data Governance Policy to understand the appropriate data to share. For responsibilities regarding personal use of Social Media, refer to the appropriate handbook or the Social Media Guidelines.
- Trademarks. Use or modifications of any University’s trademarked logo, iconic elements, or name must be pre-approved by MarCom before usage on any Social Media Accounts. The University’s logo or name should not be used to promote a product, business, cause, or candidate for elected office.
- Confidential Information. Only public information should be posted on Social Media Accounts. No individual covered by the scope of this Policy may disclose Confidential Information or violate the Intellectual Property rights of the University or any third parties. No business transactions, payment information, educational records protected by the Family Educational Right to Privacy Act (FERPA), or any other Confidential Information may be posted on a Social Media Account.
- Social Media Account Monitoring. All Administrators are responsible for reviewing the Social Media Account they manage for replies, comments, direct messages, instant messages, and tagging on a weekly basis. MarCom monitors the University brand-related keywords, and will notify units or Administrators of alerts related to their Social Media Accounts.
- Media Requests for Official University Statements. Content placed on Social Media Platforms may generate interest from the Media. Any request from the Media for an official University response or comment must be referred to MarCom for an official response.
- Objectionable Content. The University is dedicated to cultivating an educational environment that allows for freedoms of speech and expression. However, the University will not tolerate online activity or posting to a Social Media Account that is unlawful, defamatory, or obscene, or is otherwise in violation of any applicable University policy or is antithetical to the University’s mission, vision, or lived values. The University reserves the right to remove any such posting without notice.
- Reporting suspicious activity. Individuals who encounter Social Media Accounts that they know to be registered with MarCom, which seem reasonably likely to be registered with MarCom, or which otherwise seemingly purport to represent the University and which violate or appear to violate University policy, or appear to be unlawful, defamatory, or obscene, should report it to MarCom’s Social Media Manager immediately at news@arcadia.edu.
- Amendment to Policy and Failure to Comply. The University reserves the right to amend this Policy at any time. Failure to comply with this Policy may result in disciplinary action up to and including separation from the University, and, in some cases, the imposition of civil and/or criminal liability.
IV. Definitions
Administrator refers to the owner and point-person for a Social Media Account. On Social Media Platforms such as Facebook and LinkedIn, Administrators are the highest-ranking User, with complete access to the account(s). On Social Media Platforms such as Instagram or Twitter, the Administrator sets, manages, and updates the login details for the account(s). In addition to regularly posting on their Social Media Account(s), Administrators are responsible for policy compliance and communication with MarCom.
Confidential Information refers to information that would be reasonably understood as confidential or proprietary and includes, but is not limited to, any information of any kind, nature, or description concerning any matters affecting or relating to the business or operations of the University.
Crisis Situation is defined as an urgent situation that causes a disruption to usual or normal business activities and can be a threat to the reputation, and health and safety of the University’s global community. This can include weather-related incidents, natural disasters, health-related incidents, or an event that necessitates immediate communication to the University or external community. A Crisis Situation may prompt significant, often sustained, communication, news disbursement, and public scrutiny and has the potential to damage the institution’s reputation, image, or financial stability.
Intellectual Property refers to creative or professional works—including written word, audio, video, and photography—to which one has rights and for which one may apply for a patent, copyright, trademark, etc.
Media or Press refers to any journalist or member of the Media—radio, magazines, newspapers, TV, professional blogs, or other entertainment outlets or advertising organizations—who contacts Administrators or Users through Social Media Accounts, about official University Business.
Social Media Account refers to an official University profile presence on any website or application that enables Users to create and share content, and virtually connect with other Users.
Social Media refers to online Social Media Platforms such as, but not limited to, blogs, web-based journals, and microblogs (e.g. Tumblr); message boards and collaborative websites (e.g. Reddit, Wikipedia); social networking sites (Facebook, LinkedIn, Twitter, etc.); podcasts and related multimedia channels; video-sharing Social Media Platforms (YouTube, Vimeo, TikTok, etc.); and photo-sharing Social Media Platforms (e.g. Instagram). This term is intended to be interpreted broadly.
Social Media Platform refers to a web-based technology that enables the development, deployment, and management of Social Media websites and services. It provides the ability to create Social Media websites and services with complete Social Media network functionality.
University refers to Arcadia University, its colleges, schools, centers, campuses, affiliates, divisions, and subsidiaries.
University Business is any activity approved by an authorized University official, or in connection with an approved program, unit, class or University-organized activity, or that is required for the performance of job functions that is consistent with, and furthers the mission and operations of the University.
User refers to any University profile on a Social Media Platform. In this Policy, Users may include students, faculty, staff, alumni, or other University representatives given access to creating content for a Social Media Account (i.e. for work-study, internships, or account takeovers). See Arcadia’s Social Media Guidelines for more information.
V. Effective Date
This Policy is effective on the date that it is signed by the President.
VII. Signature and Date of Approval
By: Ajay Nair, President
Date: June 9, 2023
