Table of Contents
- Clark’s main social media channels
- Standards and policies for using Clark-affiliated social media channels
- Guidelines for using personal social media channels
- Establishing your Clark social media presence
These guidelines are intended to help Clark University faculty and staff who create and manage Clark department* social media presences or who run social media accounts in which they represent themselves as Clark faculty or staff professionals.
Because social media are constantly evolving, and related best practices can change too, Clark’s guidelines may change accordingly.
Social media include a variety of online tools and services that allow users to:
In these guidelines, we define social media content as:
Social media are dynamic communication tools. Audiences expect frequent postings on the channels they follow. As a result, your department will need to invest time and resources into managing your social media channels.
We strongly advise departments seeking to maintain a social media presence to:
If you do not plan to post to your social media channel frequently, and if you do not have the full-time staff and resources to manage your social media and follow these guidelines and best practices, then we suggest that your department reconsider having a social media channel. In such cases, please reach out to Clark’s Office of Marketing and Communications to identify other ways in which to communicate with and inform your audiences, including websites, emails, news stories, press releases, announcements, web-based events calendars, and more.
The Office of Marketing and Communications maintains the official Clark University presence on various social media channels, including Instagram, YouTube, Facebook, LinkedIn, Twitter, Spotify, GIPHY, and Pinterest. Through these formal institutional channels, we communicate with and receive feedback from a wide range of audiences, including prospective students, current students, alumni, faculty, staff, families, peers, news media, and the general public.
In this digital age, social media comments can reach many people rapidly, and far beyond a post’s original channel. When you are using social media, keep in mind that anything you post — including comments, responses, and “likes” — can be shared and stored by other social media users around the world.
Therefore, faculty and staff members who manage social media channels as representatives of Clark University are responsible for following all normal expectations and behavioral standards.
The laws, professional expectations, and guidelines for interacting with students, parents, alumni, donors, media, and other University constituents apply online as they do offline.
Because social media require use of the Internet, computers, and other devices, we advise that you review the Appropriate Use of Clark’s Information Technology System Policy for more information on Internet and computer/device usage at Clark.
It is important to remember that your department account is part of a greater whole that includes, for example, your reputation and that of your colleagues, department, and Clark. Out of mutual respect and responsibility, it is important to make sure all posts:
Any and all logos or formal marks representing Clark University or its related operations (e.g., departments, programs) are governed by the University’s logo guidelines, which should be carefully followed. For related questions or guidance, contact the Office of Marketing and Communications.
Departments and offices should choose at least one faculty or staff member to be responsible for creating content, monitoring, managing, and updating the channel.
Department social media managers should:
Departments and offices are welcome to involve students in planning and creating content. However, such content should be overseen and reviewed by the department’s social media manager or backup social media manager.
We strongly advise against students’:
Departments that follow best social media practices and these guidelines — and have dedicated social media managers who review and post to social media and oversee students contributing content — might consider scheduling a temporary student takeover of a social media channel such as Instagram.
Student takeovers are a way to prioritize short-term department social media goals that will benefit from direct student voices and perspectives.
However, keep in mind that:
If you maintain a personal blog or presence on another social media channel, but there is no indication via text or photos that you represent Clark, you need not consult with the Office of Marketing and Communications or be concerned with these guidelines.
However, even if you are not identifying your Clark affiliation, if you are using Clark electronic resources to post to social media, you are expected to abide by the Policy for Appropriate Use of Clark’s Information Technology System.
If your personal social media presence (your channel, or your posts on others’ channels) indicates your Clark affiliation, department, group, organization, or activity, then:
Please note: If you are using Clark electronic resources to post to social media, you are expected to abide by the Policy for Appropriate Use of Clark’s Information Technology System.
We maintain a list of best practices websites, that can guide you in using social media in ways to prevent you from inadvertently undermining your professional reputation or how your department or Clark is perceived.
To capitalize on the power of connectivity within social media and link to Clark’s social media channels, take the following steps: