“The secret of getting ahead is getting
– Agatha Christie.
Define. Execute. Use our Social Media Planning
Guide to identify your objectives,
define the right social
media platform for your brand and execute a stunning page/handle.
my department achieve their marketing and communication goals by using social
media like Facebook and Twitter?
This is a decision you must make. Consider
every available platform of social media before making a decision. While all
services provide social interaction with fans and followers, they each have a
unique way of displaying information.
and Google+ allow users to display messages as updates, photos, links, and
video. Your brand can upload photos and videos to live permanently on those
pages, or you can embed video for a temporary lifespan.
delivers short, instantaneous, (and sometimes candid) messages. Photos,
videos, and webpages appear as links within the 140 character limit.
and Instagram capitalize on imagery to convey a message. Brands on
Pinterest can create ‘boards’ that include crucial, yet personable information
in the form of ‘pins.’ Instagram is a photo-feed that allows for a short
description. Both of these platforms require extreme creativity because they
rely heavily on images, not text. Tell your story through visuals.
YouTube broadcasts short videos that give space to text descriptions and tags. If
YouTube is a good fit for your endeavors, please contact Panther Productions, email@example.com, for more information
about our official Chapman University channel.
I have time to manage a social media site?
Social media requires ample time
to write content, listen and monitor, and respond. Sites also demand a consistent
level of posting in order to build awareness and generate loyalty. Chapman
University encourages three posts per week. Once you select the social media
site, you can determine time and resources.
my department have a large enough audience to be effective online?
Determine the potential social media fans and followers your social media site
might recruit. If you have a small, niche audience, you may consider an
intimate online setting such as Facebook Groups in place of a brand page.
do I set up my social media presence?
Please download our Social Media Planning
Guide to learn more about the platform you have selected.
How will the University know our page is
Please register with Strategic Marketing and
Communications. Review the policy and best practices before
registration to ensure you are following social media and university
guidelines. Begin to build a network and online community by liking and
following other university pages. For a complete list of university social
media account, visit social.chapman.edu
Social media has emerged as a
multi-faceted and dynamic way to communicate with Chapman University
constituents at a variety of levels, from institutional to individual. These
communications tools also have the potential to create a significant impact on
organizational and professional reputations. To properly portray, promote
and protect Chapman University, as well as protect the personal and professional
reputations of faculty, staff and administrators, the following policy has been
reviewed and approved by administration and accepted as university policy.
Establishing formal social media
- Encourage colleges/schools, departments,
programs and organizations to participate appropriately and effectively in
social media opportunities.
- Encourage the adoption and implementation of
social media best practices that include consistent and timely postings,
balanced and factual information, civil and productive discourse and
respectful and personalized interactions.
- Provide for the official endorsement of social
media accounts that adhere to CU social media policy.
Common social media platforms covered
by this policy would currently include (but are not limited
- Social Networking: Facebook, LinkedIn, Google+
- Micro-blogs: Twitter, Tumblr
- Blogs: WordPress, Blogger
- Photo and Video Sharing: Instagram, Pinterest, YouTube,
This policy applies to social media
accounts created to represent Chapman University and its affiliated
units. The policy is designed to provide input and direction, and
ensure the adoption and implementation of best practices in social media.
This policy and official endorsement
does not apply to student organizations at this time. Student organizations
will be eligible for endorsement at a later date. For consideration at that time, the organization must be a registered
group with Student and Campus Life.
EXEMPTION: Social media
activities by faculty and staff that are considered “personal sites” will not
be covered by this policy. University employees acting in an individual
capacity are expected to communicate clearly that they are not acting in a
representative capacity or expressing the views of the university. However,
personal/individual sites maintained by faculty and staff that inherently
represent the university must comply with this policy.
To ensure that Chapman University is
properly portrayed and protected on the Internet, this policy establishes
criteria by which social media sites become officially endorsed by the
university. Such recognition enables CU to monitor its presence on social media
sites that purport to represent the institution or affiliated units, without
involving excessive censorship or limiting academic freedom. The goal of
endorsement is to ensure the university is represented in a fair, accurate and
legal manner while protecting the brand and reputation of the institution.
Official endorsement means the social
media site will be listed on the university’s social media website and,
whenever feasible, will be linked to, promoted and featured in marketing and
The following actions are required to
become officially endorsed:
- Notify the university’s Interactive Marketing
Specialist of the proposed site. (The site or platform must already be vetted
by the appropriate administrative leader, i.e., dean, chair, director, etc.)
the site and the name(s) of the parties responsible for content for
each site with the university’s Interactive Marketing Specialist. This
ensures effective communication and content coordination
- Submit for approval the profile image/avatar of each
account/site to ensure CU branding standards are upheld.
- Clearly indicate in the account’s description
that it is the official representation of the unit and legally
associated/affiliated with Chapman University.
- Include a disclaimer statement regarding content
and opinions contained on the site.
- Agree to a consistent level of posting in order
to build awareness and generate followers. Guidelines recommend a minimum
posting schedule of every other work day, but consideration will be
extended to affiliated units during periods of heightened work activity.
- Sites not updated within 14 consecutive days
will be removed from social.chapman.edu
until consistent postings can be reinstituted.
- Sites that model spam
will also be removed. Use an editorial calendar to organize your posts, tweets
and pins and avoid posting excessive messages within the same timeframe.
- Monitor replies and comments, and respond
promptly and appropriately. Unanswered questions or unaddressed concerns may
generate negative posts that reflect on Chapman University’s social media
effort as a whole. (Best practice suggests checking and responding at least
twice per day.)
- Sites that fail to address follower concerns,
questions or comments over a period of 14 consecutive days will be removed from
- Adhere to the same standards of conduct and
communication that are expected in the workplace.
- Respect privacy laws. Do not include
confidential information about the university, its faculty, staff or students.
Posting confidential information and violating FERPA will result in
immediate removal as an endorsed account.
- Post accurate information. Clarify and consult
sources before posting.
- Be mindful of intellectual property rights and
copyright rules. Cite and link to sources whenever possible.
- Avoid content that could be interpreted as
obscene, offensive, threatening or illegal.
- Adhere to Terms of Service (or Terms and
Conditions) as defined by the social media website in which the user is
Responsibilities and Clarification
The Manager of Web and Interactive
Marketing will be responsible for administering this policy. The Interactive
Media Specialist (IMS) will supervise the endorsement process, as well as
monitor endorsed sites. The IMS will also be responsible for posting endorsed
sites to social.chapman.edu (or remove the sites as needed).
Neither Chapman University’s name or
logos/marks nor an officially endorsed social media site can be used to
indicate official support of any product, private business, cause or political
candidate. Affiliated units are prohibited from entering into advertising
agreements with social media sites. Any affiliated unit wishing to purchase
advertising on social media sites are encouraged to work with Strategic
Marketing & Communications to achieve their goals.
While Chapman University is committed
to the protection of academic freedom, it shall have the right with respect to
any site maintained in the name of the university to remove (or cause to be
removed) any content for any lawful reason, including but not limited to,
content that it deems threatening, obscene, a violation of intellectual
property rights or privacy laws, or otherwise injurious or illegal.
Those whose jobs include posting to
social media sites are encouraged to contact the Web and Interactive Marketing
team at any time for advice, assistance and consultation.
Recommendations and Best Practices
Start with a plan
- Strategize exactly how the social media platform
will be used to achieve departmental objectives. Your site should endorse
department goals; promote department and university events; highlight
student, staff and faculty accomplishments; and provide information relevant to
the field and subject matter of your unit.
- Don’t create a new site simply because “everyone
else is doing it.” Plan how to incorporate the university’s key messaging
characteristics of leadership, creativity, collaboration and research.
Use Available Resources
- Work with the university’s Web and Interactive
Marketing team to ensure all content appropriately represents the university,
the design reflects the university’s commitment to brand identity, and the
overall site is compliant with Internet best practices (privacy rules,
disclaimer information, contact information, ADA compliance, etc.).
Follow Best Practices and University
- To ensure the success of your social media site,
please adopt these recommendations:
- Post often. Social media sites work effectively
when readers come to rely on a fresh flow of information. Posting infrequently
makes it less likely that your site will become a “must read” for your
audience. Consider developing an editorial calendar to help you plan for and
schedule relevant content on a regular basis.
- Post carefully. Think twice before posting once.
If an error is made, correct it quickly and visibly. This will earn respect
from followers. Please notify the Interactive Marketing Specialist when the
error might be detrimental to multiple departments or to Chapman University.
- Avoid spamming fans and
followers. Allow space between your posts and do not post the same message
multiple times in the same week. Alter your copy and content to generate a new,
fresh perspective if you must repost.
- Be personable and accessible. A personality and
passion for communicating with your followers will draw an ever-increasing
audience. Consider engaging with other endorsed Chapman University social media
profiles. Retweet them, tag them in posts, and refer your followers to their
- Be respectful. Social media often opens a
conversation that may generate negative or confrontational comments. When
interacting with a negative post, remember the university’s commitment to the
reasonable discussion of opposing ideas, and its respect for the dignity of
others. Vigorous discussion can create an intellectual and engaging
conversation or it can harm the identity of the university. You are encouraged
to work with the Interactive Marketing Specialist when you’re confronted by
a negative post.
The university’s Web and Interactive
Marketing team is committed to helping affiliated units create a fun, safe, and
engaging social media presence—one in which students, parents, faculty, staff,
alumni, future students and friends of the university can all interact comfortably.
To receive guidance and help, please
contact the Interactive Marketing Specialist,
Sheri Lehman at
 Affiliated units are defined to
include any school, college, department, program or organization that receives
the majority (50.1% or more) of its operating revenue directly from Chapman
 “Inherently represent the
university” is defined to mean that the site/account owner consciously and
consistently uses his/her web presence to indicate an affiliation with Chapman
University. Examples might include a faculty member who uses his/her Twitter
account primarily to communicate with students, an administrator who uses a
Facebook page to share work-related information with subordinates, or a staff
member who blogs primarily about his/her work at Chapman University.
 While disclaimer
content may vary, a comprehensive statement might include: All
information provided on this site is for social networking purposes only and
does not constitute a legal contract between the university and any entity
unless otherwise specified. Chapman University does not guarantee the
information contained in these sites or information contained in links to other
external web sites, and does not endorse any views expressed or products or
services offered therein. Any links to external web sites and/or
non-university information are provided as a courtesy. They should not be
construed as an endorsement by Chapman University of the content or views of
the linked materials.
These sites are unmoderated forums
containing opinions and expressions of the persons who post the entries.
on day one at Chapman University, students can
seize numerous opportunities to
enhance their college experience,
both in and out of the classroom.”
University website, Life at Chapman.
Chapman University uses social media
to deliver key university messages and communicate with our key stakeholders:
future students, students, alumni, faculty, staff, and the community. The
university is well-served by social media because it is instantaneous and
- Create a strong social culture on our audience’s
preferred platform: the web. Strengthen our relationship with our online
- Listen, post, respond in a timely manner.
- Post relevant, well-thought content to
university social media pages.
- Build a network to drive brand recognition and
brand experience, and deepen customer intimacy.
- Modernize customer service, communication, and
social media endeavors
Social.chapman.edu: Social.chapman.edu will
be an interactive site that lists university pages and displays a live feed of their posts, tweets, instagram photos, and pins.
University Social Stream: The Social Stream is a social media feed that appears at Chapman University large-scale events: Commencement,
Orientation, Homecoming, American Celebration among others. The Social Stream
is displayed on our 55” TV at the social media booth. Your tweets will
appear on the Stream by using #ChapmanU or the appropriate event hashtag.
Media in Higher Education
Social media is a platform for
discussion of ideas, experiences, and knowledge-exchange. Universities are
well-endowed in thoughtful individuals and life experiences.
Universities resemble the
Business-to-Person (B2P) model. We directly connect and impact an individual. The
B2P model identifies closely with social media because it includes valuable contents, genuine contributions,
transparent honesty and commitment to enhancing a customer’s experience.
who do not understand the value of social media networking [and]
its appeal to
the emotional side of customer relationship management
competitiveness and, ultimately, market share.
Perhaps most importantly, they
the ability to connect and learn from their customers.”
& DiMauro, 2009.
Media Planning Guide [PDF]
Begin your social media experience
with a strong beginning. Ask yourself the right questions and work with the
Facebook FAQS dives deeper into
Facebook’s social networking culture. Similar principles apply to
Learn more tips about mastering
Twitter. With only 140 character limits, you need to be creative!
Instagram Info [PDF]
Explore the Instagram platform where you can customize, post and share your photos
Pinterest Pointers [PDF]
Learn how to share your stories with virtual pins and boards.