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Social Media Branding Standards


Table of Contents 1.0 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 2.0 Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

2.1 Descriptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

2.2 How to Get Started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

3.0 Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

3.1 Getting Started . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

4.0 Guidelines for Social Networking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12


1.0 Introduction The University of Sioux Falls (USF) recognizes the need for a strong presence in the social media realm. USF encourages academic departments and programs, athletic teams, offices, student organizations and entities to join the social media age and create social media accounts to build enriching relationships with USF constituents. USF has developed a social media policy and application process to ensure that any and all interactions on behalf of USF represent the University’s best interests. All employees must comply with the policy.

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2.0 Facebook Facebook is a social networking site, but what exactly does that mean? The true power of Facebook lies in how it works and what it can do for an organization like USF. The very nature of Facebook is viral. Your homepage gives you updates each time you log in. These updates reflect the activities of your connections (that they choose to share) since the last time you logged in. This capability allows for virally driving relevant news, updates and more to your Facebook connections. If people find your actions interesting and act on it themselves, those actions are then displayed to their network as well. Facebook is the ultimate in social presence marketing. Social presence marketing allows promotion by engaging in the existing conversation of your target audience in a way that enhances the dialogue, rather than intruding upon it. In Facebook, not only is your audience already organized, but the site also simplifies making contributions to those pre-existing discussions, and it allows those who want to know more to be able to find and contact you. Your target market tells you exactly what it wants, and they’re easy to find. Each person who joins Facebook has the option of filling out an extensive profile. You can browse or search profiles by keywords, or you can find groups and events filled with people who gather in the name of a common interest. Those who want to learn more will follow you back to your profile where they can continue to communicate with you or be led to your website. More than half of the people using Facebook use it daily.

According to Facebook, as of August 2011, there are more than 750 million people currently using Facebook, and half of them are using it daily.

Facebook goes the extra mile in helping you find a basis for connecting to the people, groups or causes you know or would like to know more about. Conversation starters include common interests, status updates and upcoming birthday reminders. Information sharing is immediate, passive, viral and costs nothing.

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USF Social Media Branding Standards


Hard core marketing is out of vogue and declining in effectiveness. All online marketing interactions are becoming more transparent – visitors no longer need to depend upon an expert’s word at face value. They can develop their own expertise, check the reputation of their favorite guru and find the majority opinion on their business of choice. As it becomes more important to make a better impression on people before they come to campus, Facebook allows communal knowledge to help develop that impression. Your prospective students, current students, alumni and other USF constituents may already be on Facebook. With more than 750 million people currently registered, and new users continually increasing, someone from your desired online demo-graphic is on Facebook – guaranteed. Facebook friends are willing to continue the conversation. Facebook is for social information sharing and interaction. It makes sense that people who are already in the mode of action would continue interaction with you or even follow you to your site. The traffic to your site is worth noting, but it is not the most important benefit of Facebook. The real opportunities allow organizations to get better information faster and to establish stronger social connections to both existing and new constituents. Because Facebook users must join your group or “like” your page to interact with you, it’s completely opt-in. You will develop more meaningful interactions through photos, videos, private messages, public messages or through custom applications to enhance their experience with USF.

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2.1 Descriptions Pages Individuals or organizations can create “pages,” allowing users to “like” the pages, establishing a long-term relationship. Pages look and behave much like a user’s personal private profile, with some significant differences. Page owners can send posts to those who “like” their pages, which show up on their respective home pages. Administrators also have access to analytics of their pages. Features

• Open to anyone

• Custom URLs

• Hosting a discussion

• Discussion wall and discussion forum

• Application development

• Messaging to all members

• Visitor statistics

• Video and photo public exchange

• “Related” event creation/invitation

Groups Facebook also allows for the creation of groups, which users can join. Groups allow for privacy settings based on larger networks within Facebook and are used for discussions and events in order to build a quick, active discussion. Groups enable multiple people to share information and discuss topics. A group is comprised of, but not limited to, members who have joined, recent news, discussion board contents, wall contents, photos, posted items, videos and all associated comments on any of the previous.

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Features

• Selective membership

• Hosting a discussion

• Discussion wall and discussion forum

• Messaging to all members

• Video and photo public exchange

Naming convention Include “University of Sioux Falls” at the beginning of your name to allow your page or group to have a better likelihood of appearing in search results. Examples

• University of Sioux Falls Music

• University of Sioux Falls Football

• University of Sioux Falls Admissions

• University of Sioux Falls Theatre

• University of Sioux Falls Class of 2015

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2.2 How to Get Started Page Creation Process

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1. Determine the goals and scope of your Facebook presence and how it fits in with the University’s broader marketing efforts.

2. Read USF’s Social Media Policy.

3. Complete the Social Media Application for Official USF Account Status.

4. After the page is created, you will be asked to add members of the USF marketing staff as administrators, and you will receive your profile photo/icon.

5. USF’s marketing staff Facebook administrators will only make updates or changes to your pages per your request, if there is an update being applied to all USF-sanctioned pages or your page is inactive.

6. For guidelines and best practices see: The Facebook Guide.

USF Social Media Branding Standards


Official page

Academic page

Departments and Offices that provide student services USF BOOKSTORE

ACADEMIC SUCCESS CENTER

DINING SERVICES

Student focused/ involved U N I V E R S I T Y

CAMPUS MINISTRIES

MUSIC

O F

MEN’S BASKETBALL


3.0 Twitter Twitter describes itself as follows: “…a service for friends, family and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: ‘What are you doing?’” Twitter is a combination of these various forms of communication, but its primary difference is that posts, or Tweets, are restricted to 140 characters or less. As a Twitter user you can post updates, follow and view updates from other users (this is akin to subscribing to a blog’s RSS feed) and send a public reply or private direct message to connect with another Twitter user. Though users can answer the prompt, “What are you doing?”, Tweets have evolved to more than everyday experiences, and they take the shape of shared links to interesting content on the web, conversations around hot topics (using hashtags), photos, videos, music, and, most importantly, realtime accounts from people who are in the midst of a newsworthy event, crisis or natural disaster. The Official USF Twitter page is @USiouxFalls. If you have general announcements or information you would like added to the @USiouxFalls twitter feed, please send the information to the Director of Marketing or appropriate designee at marketing@usiouxfalls.edu.

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3.1 Getting Started Account Creation Process

1. Determine the goals and scope of your Twitter presence and how it fits in with the University’s broader marketing efforts.

2. Read USF’s Social Media Policy.

3. Complete the Social Media Application for Official USF Account Status.

4. After the page is created, you will be asked to add members of the USF marketing staff as administrators, and you will receive your profile photo/icon.

7. USF’s marketing staff Twitter administrators will only make updates or changes to your profile per your request, if there is an update being applied to all USF-sanctioned profiles or your profile is inactive.

5. Following approval, follow the steps outlined on the following link: Twitter Guide.

Naming Conventions All Twitter accounts should be consistent in naming. Not only does it make you easier to find, but it also ensures a cohesive and consistent identity on Twitter. All accounts should begin with “USiouxFalls” and then specify the academic department or program, office, athletic team, group, etc. For example, the admissions office could be named “USiouxFallsAdmissions.” Posting An inactive account reflects poorly on USF and defeats the purpose of having an account. Any inactive accounts may be closed.

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4.0 Guidelines for Social Networking Respect: Differing views are welcome to be posted, but remember when carrying on a constructive discussion one should present thoughts and ideas in a non-offensive manner. Remember to uphold USF’s mission. Responsibility: When posting ensure information is accurate and beneficial to the conversation taking place. Post relevant and contributing information to the discussion by staying on topic. Accuracy: It is important to take the time to learn about an issue before posting. Providing links or citations is beneficial to others as it allows them to see from where information was gathered. If something has been posted in error, correct the mistake as soon as possible. Copyrights and Fair Use: Remember to give others credit for their work and ideas. Do not post work by others without the proper permission and/ or citation of the work. Confidentiality: Respect the confidentiality of USF and its various entities. Do not share information that is not meant to be common knowledge. Represent: Identities should not be hidden or misrepresented when posting. It is important to state your connection and/or role with USF. USF Branding: Maintain the USF Graphic Standards for Social Networking as found in this document. Administration: Appointing administrators to oversee social networking sites is required. These individuals will be in charge of regularly monitoring the postings and their contents in order to maintain USF’s image. USF marketing staff members will also have administrator access to all USF-sanctioned social networking sites. Content will be followed and if a page is neglected, marketing staff may delete it. Stay connected: Maintain the site with regular updates and postings. Community: As a member of the social network, you are responsible to provide information that can be used to further the conversation among its members. Remember to respect the other members’ time and post information that is relevant and has interest to the group.

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USF Social Media Branding Standards


Pay attention: Take the time to read and listen to what is being communicated by others. Doing so will allow you to better participate in productive discussions and limit miscommunications. Respond: As a part of a social networking conversation, you should respond to prompts and questions in a timely manner. Judgment: Exercise good judgment when posting. Remember you are representing USF when you post. Also consider how others may perceive the post before submitting it. Praise: As the occasion arises, it is good to extend congratulations or praise for accomplishments and valuable contributions to the network. USF-related business: Remember to use your work time at USF and USF’s computers wisely when participating in social networking. Personal information: Use caution when posting personal information. Don’t spam: Respect your peers, and do not use this space to post irrelevant information.

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Social Media Branding Standards