6.3 Social Media
Purpose
To provide a set of guidelines in the use of social media applications within Rochester University.
The rapid growth of social media technologies combined with their ease of use and pervasiveness make them attractive channels of communication. Rochester University recognizes social media as a popular means of communication, and takes no position on your decision to participate in social networking activities. However, it is the right and duty of the College to protect itself from unauthorized disclosure of information.
Scope
This policy applies to all faculty and staff members of Rochester University. While using social media websites, employees should ensure that their postings are consistent with college policies as outlined throughout the Policy Manual.
Application
RC respects the right of employees to use social networking sites and does not want to discourage employees from self-publishing and self-expression. RC does not discriminate against employees who use these media for personal interests and affiliations or other lawful purposes. Employees are expected to follow the guidelines and policies set forth to provide a clear line between you as the individual and you as the employee.
This policy applies to:
- All blogs, wikis, forums, and social networks hosted or sponsored by Rochester University
- Your personal blogs that contain postings about Rochester University’s operations, employees, students, partners, or competitors
- Your postings about Rochester University’s operations, employees, students, partners, or competitors on external blogs, wikis, discussion forums, or social networking sites such as Twitter or Facebook
- Your participation in any video related to Rochester University’s operations, employees, students, partners, or competitors; whether you create a video to post or link to on your blog, you contribute content for a video, or you appear in a video created either by another Rochester University employee or by a third party
General Guidelines
Sharing RC news, events or promoting faculty and student work through social media tools is an excellent, low-cost way to engage the community and build our brand. Employees are encouraged to repost and share information with their family and friends that is available to the public (press releases, articles, Internet news, etc.). The best way to share college news is to link to the original source. When sharing information follow the guidelines below:
- Maintain Confidentiality - Do not post confidential or proprietary information about Rochester University, its students, its alumni or your fellow employees. Use good ethical judgment and follow college policies and federal requirements, such as the Health Insurance Portability and Accountability Act (HIPAA) of 1996 and the Family Educational Rights and Privacy Act (FERPA).
- Maintain Privacy - Do not discuss a situation involving named or pictured individuals on a social media site without their permission. As a guideline, do not post anything that you would not present in any public forum.
- Respect College Time and Property - It’s appropriate to post at work if your comments are directly related to accomplishing work goals, such as seeking sources for information or working with others to resolve a problem. You should participate in personal social media conversations on your own time.
- Do No Harm - Let your internet social networking do no harm to Rochester University or to yourself whether you’re navigating those networks on the job or off.
- Understand Your Personal Responsibility - RC staff and faculty are personally responsible for the content they publish on blogs, wikis or any other form of user-generated content. Be mindful that what you publish will be public for a long time— protect your privacy.
- Be Aware of Liability - You are responsible for what you post on your own site and on the sites of others. Individual bloggers have been held liable for commentary deemed to be copyright infringement, defamatory, proprietary, libelous, or obscene (as defined by the courts). Increasingly, employers are conducting Web searches on job candidates before extending offers.
- Use a Disclaimer - If you publish content to any website outside of RC and it has something to do with the work you do or subjects associated with RC, use a disclaimer such as this: “The postings on this site are my own and do not represent RC’s positions, strategies or opinions.”
- Respect Others - You are more likely to achieve your goals or sway others to your beliefs if you are constructive and respectful while discussing a bad experience or disagreeing with a concept or person.
- Think Before You Post - There’s no such thing as a “private” social media site. Search engines can turn up posts and pictures years after the publication date. Comments can be forwarded or copied. Archival systems save information even if you delete a post. If you feel angry or passionate about a subject, it’s wise to delay posting until you are calm and clear-headed. Post only pictures that you would be comfortable sharing with the general public (current and future peers, employers, etc.).
- Don’t Use the RC Logo or Make Endorsements - Do not use the RC logo, wordmark, athletic logo or any other RC marks or images on your personal online sites. Do not use RC’s name to promote or endorse any product, cause or political party or candidate. RC logo and trademark guidelines can be found in chapter 15 of this manual.
- Take the High Ground - If you identify your affiliation with RC in your comments, readers may associate you with the college, even with the disclaimer that your views are your own. Remember that you’re most likely to build a high-quality following if you discuss ideas and situations civilly.
- Does it Pass the Publicity Test - If the content of your message would not be acceptable for face-to-face conversation, over the telephone, or in another medium, it will not be acceptable for a social networking site. Ask yourself, would I want to see this published in the newspaper or posted on a billboard tomorrow or ten years from now?
- Respect Your Audience - Don’t use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in RC’s community. You should also show proper consideration for others’ privacy and for topics that may be considered sensitive —such as politics and religion.
- Monitor Comments - Most people who maintain social media sites welcome comments— it builds credibility and community. However, you may be able to set your site so that you can review and approve comments before they appear. This allows you to respond in a timely way to comments. It also allows you to delete spam comments and to block any individuals who repeatedly post offensive or frivolous comments. Employees are prohibited from posting or displaying comments about students, coworkers, supervisors, or the employer that are vulgar, obscene, threatening, intimidating, harassing, or violate workplace policies against discrimination, harassment, or hostility on account of age, race, sex, ethnicity, nationality, disability, or other protected class, status, or characteristic.
Guidelines when posting on behalf of Rochester University
Online collaboration tools provide low-cost communication methods which foster open exchanges and learning. While social media tools are changing the way we work and how we connect with the public and other higher education institutions, RC policies and practices for sharing information remain the same. In addition to the general guidelines discussed above, when you are creating or posting to a social media site on behalf of RC you need to:
- Seek Approval - Any messages that might act as the “voice” or position of the College must be approved by the college or the director of the school/college/department or their delegate. The Office of Communication Services must be made aware of all accounts/pages created on behalf of Rochester University. All accounts should have at least two college representatives acting as administrators of the page or account.
- Be Accurate - Make sure that you have all the facts before you post. It’s better to verify information with a source first than to have to post a correction or retraction later. Cite and link to your sources whenever possible -- that’s how you build community.
- Be Transparent - If you participate in or maintain a social media site on behalf of the college, clearly state your role and goals. Keep in mind that if you are posting with a college username, other users do not know you personally. They view what you post as coming from the college. Be careful and be respectful. What you say directly reflects on the college. Discuss with your supervisor the circumstances in which you are empowered to respond directly to users and when you may need approval.
- Be Timely - Assign an administrator who can regularly monitor postings and content. Aim for standard times for postings and updates. The recommended minimum frequency is once to twice a week. But be sure not to overload your updates. Followers will stop paying attention if you overload them with information.
- Be Responsible - What you write is ultimately your responsibility. Participation in social computing on behalf of RC is not a right but an opportunity, so please treat it seriously and with respect. If you want to participate on behalf of the college, be sure to abide by its standard practice guidelines.
- Respect Others - Users are free to discuss topics and disagree with one another, but please be respectful of others’ opinions. You are more likely to achieve your goals if you are constructive and respectful while discussing a bad experience or disagreeing with a concept or person.
- Be a Valued Member - If you join a social network like a Facebook group or comment on someone’s blog, make sure you are contributing valuable insights. Post information about topics like RC events or a book you’ve authored only when you are sure it will be of interest to readers. In some forums, self-promoting behavior is viewed negatively and can lead to you being banned from websites or groups.
- Be Thoughtful - If you have any questions about whether it is appropriate to write about certain kinds of material in your role as a RC employee, ask your supervisor before you post.
- Use of the RC Logo - If you create a social media site on behalf of the college, use simple graphics that represent the RC brand. The Department of Communication Services can provide guidance with graphics and design. RC logo and trademark guidelines may also be found in chapter 15 of this manual.
Discipline for Violations
Violation of the company’s social networking policy will result in disciplinary action up to and including termination. Discipline or termination will be determined based on the nature and factors of any blog or social networking post. Rochester University reserves the right to take legal action where necessary against employees who engage in prohibited or unlawful conduct.
This policy is not intended to prevent or disallow concerted or protected activity in any manner. If you have questions regarding your rights or the enforcement of this policy, please contact Human Resources.
Sources:
The guidelines outlined above were compiled from numerous published external sources. The following published sources are used throughout the policy: