Purpose of Social Media Guidelines
This document summarizes the best practices for TCU pages on social networking sites. These practices address the University’s official presence on social media sites. These guidelines are established via a committee headed up by the Marketing and Communication division and are Cabinet approved.
Social Media Worksheet
Before signing up to join a social media site for your school, college or organization, make sure you have a plan. First, work with a member of TCU’s Marketing and Communication team to see how social media will fit into your overall marketing plan. Expect to discuss these topics:
Administrators: Who will be responsible for posting content and monitoring your site? Avoid having an hourly employee take on responsibility since this can be a job that requires hours beyond 8-5, Monday – Friday.
Goals and Strategies: What do you hope to gain from having a presence in social media? List your goals and the strategies you will use to obtain those goals.
Content: Is there enough content to post at least twice per week? Do you have opportunities to post rich content such as videos and photos? Remember that this is a conversation. Post content that gives your users a chance to give their input.
Audience: Who is your audience and how will they benefit from your social media presence? List your primary audiences. Do you have secondary ones, too? How will you reach out to them initially? Remember, simply setting up a Facebook page isn’t enough – you have to invite people.
Approval: Once you’ve defined your social media goals and strategies, get approval from your dean or supervisor to use social media for your area.
Evaluation: Regularly evaluate your efforts based on the plan you outlined. Many social media platforms (Facebook, Twitter, LinkedIn, etc.) provide metrics that you can use in your evaluation.
It’s a good idea to experience social networking before managing a social networking site. Create a personal account and spend some time learning how these sites work*. Also look at what other colleges or similar groups have done successfully.
Once approval has been given to administer a social networking site on behalf of a TCU school, college or department, contact Amy Peterson x4993 for assistance with strategy and set up. Neeley School staff and faculty should contact Neeley External Relations x6034.
*Personal accounts cannot be used as official TCU sites.
Social Media General Guidelines
- Be honest and transparent in all your social media interactions.
- Remember that all posted content is available to the public, including media.
- Use the school, college or department word mark in conjunction with the arched TCU logo. (Please insert attached images!)
- Use the same naming convention across all platforms: www.twitter.com/TCU
- Monitor sites throughout the day, over the weekend and after business hours. (consider the pay implications for and discuss details with a manager before asking a non-exempt employee to monitor after normal business hours).
- Post a variety of relevant, valuable and engaging content. Examples include articles, photos, videos, events, and links that refer back to an official TCU web page or social media site.
- Content also can be selected from the TCU News and Events site, TCU Magazine, Flickr, or the TCU video library on YouTube.
- An administrator or manager must change social networking passwords when an approved social networking administrator leaves.
- The director of communication is responsible for developing the University’s response in a crisis. This response must be used to answer questions related to University crises. In a crisis, the response will be posted on the tcu.edu homepage.
- Social networking sites should be kept social. If possible, retweet or share posts from other TCU schools, colleges, or organizations.
- Anyone in charge of social media for an official TCU page must adhere to University conduct and policy when operating in such a capacity.
- Followers and fans will share their thoughts by commenting on a story, feature, tweet, or post. Encourage lively, thoughtful and civil conversations that stay within the following guidelines:
- Comments should be clean and constructive.
- Accept the good and the bad, but not the ugly. Swearing, discriminatory or derogatory language should be deleted.
- Negative comments should be addressed in a positive and honest manner. Avoid direct arguments with a fan or follower.
- Delete solicitors’ comments on official TCU social networking sites.
- Monitor sites throughout the day and over the weekend to remove unwanted comments and quickly answer questions.
- Post expected guidelines for conversation on social media sites
- For more help responding to comments, contact your Office of Strategic Communications account executive at x7810. Neeley School faculty and staff should contact x6034.
TCU Facebook Policy
The TCU Facebook page is a resource of TCU. Any and all content posted by followers is the property and responsibility of the Facebook user, not TCU.
All comments posted to the TCU Facebook page are subject to the administrators discretion. The intent of this policy is not to keep negative information from being posted, but to protect the privacy and rights of TCU’s students, faculty and staff. We welcome your thoughts and comments, however, our top concern is maintaining a spirit of courteous discussion.
We will delete comments that contain vulgar or abusive language; pornography; personal attacks of any kind; offensive terms that target specific ethnic, religious or racial groups or incite violence. We will also delete comments that are spam, are clearly off topic or that promote services or products.
If you are featured in a photo we posted on this page and do not wish to be, or have an issue with any content displayed on the TCU Facebook page please email firstname.lastname@example.org.
Thank you for your support of TCU!