Policies and Procedures

Social Media Procedures

Scope and Introduction

This social media procedure covers the development and management of the social media presence of the College and its campuses, departments and employees for instructional and non-instructional purposes. It also governs development and activity of social media content for chartered student organizations. In addition, it illuminates a direct relationship between employee and student behavior in social media platforms with associated policy and procedure governing expectations of employee and student conduct.

Examples of social media include, but are not limited to, Facebook, Twitter, Flickr, LinkedIn, Instagram and YouTube. The College's overall social media presence is intended to provide the College community with a venue to share information, thoughts, ideas and experiences through discussions, postings, photos and videos. Campuses, departments and faculty of the College are encouraged to consider the use of social media in pursuit of unit goals, objectives, and instructional and student learning outcomes.

General Provisions

Accountability: Contributors to Florida State College at Jacksonville social media and social media in general are accountable under established employee and student guidelines, including the standards set in:

Employees and students are personally responsible and accountable for material, content, or any related posting which connotes a representation of the College within any social media environment.

In addition, employees of the College, who use social media for College purposes, must comply with Chapter 119, Public Records, Florida Statutes.

Removal of objectionable content: Florida State College at Jacksonville reserves the right to block or remove the content of any post that violates campus policies, including but not limited to, harassing, threatening or profane language aimed at creating a hostile or intimidating environment. Content may be removed at any time without prior notice for any reason deemed to be in the College's best interest. Concerns about content within any Florida State College at Jacksonville's social media presence should be reported to marketing and communications.

Protect confidential and proprietary information: Posting of confidential or proprietary information about the College, students, employees or alumni is prohibited. Employees must follow all applicable federal and state requirements, such as Family Educational Rights and Privacy Act of 1974, as amended, ("FERPA"), Section 1002.225, Florida Statutes, and the Health Insurance Portability and Accountability Act ("HIPAA"). Further, employees must adhere to all applicable College privacy and confidentiality policies, including APM 10-0601, Release of Student Information. Employees who share confidential information do so at the risk of disciplinary action or termination.

Respect copyright and fair use: When posting, respect the copyright and intellectual property rights of others and of the College. Always give people proper credit for their work and be sure to acquire the right to use something with attribution before publishing. For guidance, consult the College's Copyright policy, Board Rule 6Hx7-4.11 and Florida State College at Jacksonville Computing Facilities Policies and User Agreement. Direct questions about fair use or copyrighted material to the College general counsel's office.

Use of College names, logos, and imagery: Employees and students using College logos and representations in an official, approved College capacity must adhere to the procedures described herein for the development of social media and must not deviate from acceptable logo usage standards as described by the College's marketing and communications department.

Use of the Florida State College at Jacksonville name, logos, or any other College image or iconography on personal social media sites to promote a product, cause or political party or candidate of any kind is prohibited.

Employees and students are prohibited from using College logos or representations in personal social media environments without written consent from an appropriate College administrator.

Use of College photographs and videos on personal websites and social media is allowable with consent from the administrator of the site or media property from which the content is procured.

Respect College time and property: College computers and time on the job are reserved for College-related business as approved by supervisors and in accordance with the Florida State College at Jacksonville's Acceptable Use policy, and Board Rule 6Hx7-3.59, Employee Use of College Equipment. All individuals must use College's property, which includes College's network and on College's computers, in a manner consistent with all Florida State College at Jacksonville general policies, rules and procedures regarding codes of conduct, academic integrity and the College environment.

Personal views: Employees who identify themselves in social media as employees of the College must make it explicit that views expressed are not necessarily those of the institution.

Terms of Service: Employees acting in an official capacity within social media are required to obey the Terms of Service (guidelines in regards to language, posting pictures and videos, and various other topics) of the specific social media site. Employees are encouraged to read the guidelines carefully and report violators of any terms or conditions. For example, visit the Facebook terms and conditions.

Disclaimer: The College does not take any responsibility for pages or social media content purported to represent the College on unofficial or unapproved social media sites.

College oversight: Unless otherwise expressed in this social media procedure, oversight of all Florida State College at Jacksonville-affiliated sites is the responsibility of the marketing and communications office. The marketing and communications office is the primary administrator for the College's main social media presence. Those who wish to contribute information or make suggestions for Florida State College at Jacksonville social media sites should email marketing and communications. The marketing and communications department is responsible for monitoring submissions to this email address.

Because the technology that drives Internet and social media communication changes rapidly, this policy may be adjusted to reflect issues that arise in the management and implementation of the sites or for any other reason that supports the College's priorities for the sites.

Procedure for Creating or Participating in Social Media for Instructional Purposes

College values and policies associated with academic freedom and the rights and responsibilities of instructional staff shall extend into social media content and participation. Except for the general provisions above and within boundaries of employee standards and instructional professionalism and ethics, full and adjunct teaching faculty use of social media for instructional purposes is an approved College use. Faculty are encouraged to engage in professional development surrounding the use of social media and social networks in instruction.

Procedure for Creating a Social Media Presence for Non-Instructional Purposes (College organizational units and student organizations)

College Organizational Units

College organizational units are encouraged to consider how social media and social networks might be used in the pursuit of unit goals and objectives and in furtherance of the College mission. Social media sites produced by organizational units of the College are College-affiliated sites.

A sponsoring unit is any work group of the College that proposes to build and manage a social media presence. A sponsoring unit must work collaboratively with the marketing and communications department. A sponsoring unit that desires to develop and manage a social media presence must contact the College's marketing and communications department prior to development. Contacting the marketing and communications office before any development will ensure proper steps will be taken when developing social media sites. Once the departmental sites are ready, the sponsoring unit is responsible for content development.

A sponsoring unit proposing a social media presence must identify an employee who will serve in the role of site administrator. A staff member of marketing and communications will be added as a secondary administrator for all social media sites to ensure each College-affiliated group or department maintains control of the site, should the original administrator become unavailable or leave the College. The marketing and communications office will not edit or alter content unless absolutely necessary, and efforts will be made to contact the unit site administrator or department/office as soon as possible. A sponsoring unit must have the approval of a relevant College President's Cabinet member to launch a social media presence.

A sponsoring unit must describe an organizational purpose for the social media presence and a plan with employee accountability for monitoring content. Sponsoring units should consider their messages, audiences and goals, as well as a strategy for keeping information on social media sites up-to-date. Marketing and communications can assist and advise with social media planning. All content placed on College-affiliated sites must relate directly to College business, programs and/or services. Content cannot promote individual opinions or causes that are not directly related to College purposes.

The sponsoring unit administrator should take care that content representing the College is grammatically correct, free of spelling errors and presented in an appropriate tone. Posts on social media sites should protect the Florida State College at Jacksonville's institutional voice by remaining professional in tone and in good taste. No individual College unit should construe its social media site as representing the College as a whole. Consider this when naming pages or accounts, selecting a profile picture or icon, and selecting content to post — names, images and posts should all be clearly linked to the particular department or unit rather than to the institution as a whole.

The policies of the marketing and communications office related to purchasing and using images apply to online publication, as well as in print. When using photos of people, there are several important factors to remember. Prior to posting a photo, written permission must be obtained from individuals who are identifiable in photos. The marketing and communications office has photos and videos available for use, which have been pre-approved. Do not tag a photograph of a person, unless you have received his/her permission. For additional information, contact marketing and communications.

Sponsoring unit administrators should monitor sites closely and frequently to supervise user conduct. Any questionable conduct should be reported to the marketing and communications department, the human resources department and/or the general counsel's office. Only College employees authorized by the sponsoring unit may use social media to conduct
College business.

Marketing and communications will periodically review College-affiliated sites to ensure College policies are followed and that sites are being produced in accordance with the best interests of the College. Issues of concern will be reported to the appropriate College President's Cabinet member for resolution.

Student Organization Social Media Sites

Student organizations are encouraged to develop a social media presence. When associated with the College, these sites should adhere to College policies. Chartered student clubs and organizations may establish a social media presence through the approval process outlined here. The College will provide appropriate links to the social media presence of chartered student clubs and organizations when the social media presence adheres to these procedures.

Chartered clubs and organizations may establish a social media presence with the assistance of a designated campus student life and leadership staff member. Oversight of all social media affiliated with student clubs and organizations is the responsibility of the sponsoring Student Life and Leadership staff member and the club advisor.

The sponsoring Student Life and Leadership staff member and the student leader(s) will work collaboratively with marketing and communications to ensure all logos, icons and imagery are in alignment with the College's brand and rules for acceptable use.

Clubs and organizations advisors are expected to monitor the page regularly to ensure appropriate posts.

Approved student organization sites are considered extensions of the College educational environment. Contributors to student club and organization social media are accountable under established employee and student guidelines, including the standards set in Board Rule 6Hx7-11.1, Student's Rights and Responsibilities and Board Rule 6Hx7-2.28, Standards of Conduct and Compliance for Employees.

Best Practices in Social Media

Timeliness: It is important to provide timely responses to questions, comments, etc., posted on social media sites. The desired response time is within one to three hours; however, response time may vary by platform and type of comment. If an employee encounters a question that cannot be answered accurately, contact marketing and communications for assistance. Content should be maintained regularly. Out-of-date content should be removed as quickly as possible.

Think twice before posting: Consider what could happen if a post becomes widely known and how that may reflect both on the person posting and the College. Search engines can turn up posts years after they are created, and comments can be forwarded or copied. If you wouldn't say it at a conference or to a member of the media, consider whether you should post it online. If you are unsure about posting something or responding to a comment, ask your supervisor for input or contact marketing and communications.

Strive for accuracy: Get the facts straight before posting them on any social media platforms. Review content for grammatical and spelling errors. This is especially important if posting on behalf of the College in any capacity.

Be respectful: Understand that content contributed to a social media site could encourage comments or discussion of opposing ideas. Responses should be considered carefully in light of how they would reflect on the person posting and/or the College and its institutional voice.

Remember your audience: Be aware that a presence in the social media world is or easily can be made available to the public at large. This includes prospective students, current students, current employers and colleagues, and peers. Consider this before publishing to ensure the post will not alienate, harm or provoke any of these groups.

Provide quality content: Content should be short and written in active voice. Remember to consider the audience; the style and tone of content should be direct and student-oriented. In general, the more frequent the content is updated, the more users will visit the sites to access information and participate in the social community.

Link back to the College: Whenever possible, link back to the Florida State College at Jacksonville website. Ideally, posts should be very brief, redirecting a visitor to content that resides within Florida State College at Jacksonville's Web environment. When linking to a news article about Florida State College at Jacksonville, check first to see whether you can link to a news release on the Florida State College at Jacksonville's news website instead of to a publication or other media outlet.

Protecting photographs: Photographs published on social media sites can be easily appropriated by visitors. Consider adding a watermark and/or posting images at 72 dpi and approximately 800x600 resolution to protect your intellectual property. Images at that size are sufficient for viewing on the Web but not suitable for printing.

Acknowledge who you are: If you are representing Florida State College at Jacksonville when posting on a social media platform, you must acknowledge your identity as a College representative.