Best Practices
Social media is best used for generating interest, excitement and conversation around different aspects of the university. In this way, social media is an official communication channel for university departments, offices, programs, centers and groups. Below are best practices for all social media channels to help best represent UH-Clear Lake. Visit the left menu for channel-specific guidelines.
- Develop a social media communications plan that addresses the how to administer your area’s social media channels. The plan
should cover your teams’ roles and responsibilities in addition to the types of content
that will be posted, a regular schedule of posts, and how to monitor and respond to
comments, posts and messages.
- Evaluate the content to be posted and double check everything with special attention to accuracy, spelling,
and grammar. Think about the value of the content and consider whether or not it may
potentially malign or polarize any person or group. Anything you share on social media,
even within a closed network, is not private. It can and will be shared, stored and
spread globally.
- Respond to comments, posts, mentions and other interactions in a timely manner and with accurate
information. Understand that not all comments will be positive, and when necessary,
respond to negative comments professionally, providing any additional information
that may help resolve the issue. Do not delete negative comments right away. If you
have questions about responding to comments or moderating your account, contact the
Office of University Communications, 283-283-2015 or socialmedia@uhcl.edu.
- Respect differences, appreciate the diversity of opinions and conduct yourself in a professional manner
at all times. For example, you should refrain from posting items that are physically
threatening, defamatory (e.g., false statements that are damaging to a person’s reputation),
obscene (as commonly defined by applicable federal and Texas law), unlawfully harassing
or discriminatory, or items that are materially disruptive to the university.
- Be professional and respectful at all times on your social media site. Do not engage in arguments
or extensive debates with followers on your site.
- Share information. Help the overall UHCL social media presence grow by sharing other official university
social media sites’ posts on your university account. See the Social Media Directory for a list of official university social media sites. If you'd like the UHCL account
to see and possibly share your post, tag the UHCL account in the platform you are
using or use the #UHCL hashtag, or email socialmedia@uhcl.edu.
- Promote your social media sites. Post the sites and their icons on your websites and printed
materials, such as posters, business cards, and newsletters.
- For emergencies, social media administrators should refer their audiences to the UHCL Emergency Information website (alert.uhcl.edu) or the UHCL Hotline 281-283-2221. You can also share the posts made on the university’s social media accounts.
Content
- Photos/Video: Photographs/videos published on university social media sites require a signed release
form from students, faculty, staff or visitors who are visibly recognizable in the
image. Photos of crowd scenes where no single person is the dominant feature are exempt
from this requirement. The signed photo release must remain on file in the office/department
that is the social media account owner. For questions about this policy, email socialmedia@uhcl.edu.
- Follow UHCL branding and messaging to reinforce the UHCL brand. Branded graphics for social media can
be provided upon request at socialmedia@uhcl.edu. For information on UHCL brand and graphic standards, reference the UHCL Brand Guide.
- Include links to social media sites in your email signature, while also following the email signature
standards found in the UHCL Brand Guide. Encourage members of your audience to share the site with their own friends and
followers. Contact the Office of University Communications to ensure that your social
media sites are listed in the university's Social Media Directory.
- Respect Copyright and link to source material when it is available. This will help reduce the possibility of misinformation and drive traffic to the university website.
Resources
- Stay up to date with the latest trends, best practices and issues in social media. Follow and subscribe to industry blogs or newsletters. A few examples include:
Campus Resources
13. Use the resources below to help you create and manage content on your social media sites:
- Authorization for Use of Image (Photo Release Form)
- Social Media Content Plan Template
- Social Media Audit Template
Marketing and Communications is available for assistance, training, and to consult on specific social media issues. The office can be reached at 281-283-2015 or socialmedia@uhcl.edu.