All official Oregon State University social media platforms must publish and consistently enforce the following Terms of Service and Deletion policy as a condition of the site’s continued “official” affiliation with OSU:
Oregon State University-managed online communities are intended to inform users of OSU-related news and events, as well as foster OSU-related discussion and a sense of community among users.
We encourage you to share your opinions and comment freely about the topics we post, but ask that you provide comments that are respectful and professional. If we become aware of posts that are off-topic; represent advertisements or spam; constitute or encourage illegal activity; infringe upon someone’s rights; contain obscenities; or direct and target physical threats, we reserve the right to remove them. Our social pages exist to serve those affiliated with Oregon State University.
Beaver Nation is a large online community. Students, alumni, faculty, staff, clubs, teams, organizations, institutions — all are voices for Oregon State University. When it comes to creating and running social media accounts on different platforms, we believe our audience is best served if we are unified when it comes to content strategies. Oregon State's social platforms include but may not be limited to:
The university’s social media presence directly reflects Oregon State’s identity. As generations move forward, social media sites and the way they represent our university come more into play. Working together, we can create an even more impactful presence, both in brand and in content, if we remain on the same page.
A unified approach will also help during emergencies. If we organize around the main Oregon State accounts, we can have timely updates go out to our audience in the event of power outages, snow days, crime or other emergency situations.
Before creating your Oregon State platform…
Remember to confer with Uniersity Relations and Marketing’s social media manager (firstname.lastname@example.org) to discuss the way the platform will be presented — name, graphics, department group, student group, etc., and come up with a strategy. This will help build a relationship, as well as allow OSU to be better informed on what accounts are out there so that we can categorize and share content with appropriate groups across campus. Be sure to submit your new sites to email@example.com so we can add them to the OSU directory. Feel free to take a look at the university’s brand guidelines for social media, as well.
Before opening an Oregon State-related account of your own, consider the following questions:
Please remember that, depending on your affiliation with the University, your online activity may be subject to other OSU policies, including but not limited to the following:
As employees of Oregon State University, what we do and say reflects directly on the institution, including our activity on social media. If you work in the field of communications, what you say on your personal accounts and networks will reflect directly on the university and on your career. The blending of public and private communications is a new reality.
While we like to think our personal accounts are private, it is hard for others to distinguish the difference between our own online personal and professional opinions, especially when our personal accounts make reference to our employers.
It is important to remember this when posting content online in personal accounts. Think twice when posting items that could reflect negatively on OSU. Remember that social media is not private, no matter how strict you are with your privacy settings. If you don’t want something to be seen by the public, keep it out of social media. Realize that whatever you post can eventually be seen by coworkers, bosses, friends, family and even future employers. Use your personal accounts thoughtfully.
Things to think about when posting on personal social accounts
Visuals: Social media posts that include photos and videos are huge for attracting an audience. Images can be from a cell phone or a professional camera, just as long as they relate to your content. If there’s a visual to go along with your text, studies from Pagemodo and Jeff Bullas show that readers are more inclined to click — or ‘like,’ or re-pin, or retweet — you get the point. But make sure you have the right to publish the media content before you post. Copyright and trademark laws apply to online content, and pictures of students may require a signed release.
One voice: Determine in advance who your audience is, and decide what type of voice you want behind your social media posts. Do you want to be funny? Serious? Witty? Informative?
Sit down, discuss and delegate one individual to be your account’s manager. Everybody has a different personality, and when you multiple managers posting on your accounts, you run into an identity problem. Multiple voices disrupt consistency and cause confusion, and both are important in the social media world. Multiple voices also create scheduling conflicts. Example: Two tweets, one after the other, consisting of two different subjects, confuses readers and essentially hurts viewership.
More than one Admin: Sometimes things need to be addressed quickly on social media, and sometimes the manager doesn’t have access to the Internet. In that case, it’s a good idea to have a “backup plan,” somebody who knows your account’s username and password so that they may deal with whatever arises. Plus, it’s always good to have a second brain or two involved — in case somebody forgets a password.
Engage: What generates a following? Asking questions. Ask for opinions in your posts. Find something to get people engaged and interested. Don’t be afraid to be controversial, within reason. Debate is a good thing!
Interact: Answer questions from users or jump in a comment section or two. Show your audience that you actually care about what they’re saying by being a part of the conversation.
Originality: When people read through your timeline of posts, you want them to think “Wow, whoever is running this account knows what they’re doing.” Only original, unseen content can prompt that reaction. Considering that mindset when creating a post will help bring out originality.
Regulate: Social media management is a 24-hour job. Keep watch of what goes on, and be ready to react.
Speed: Proper interaction is done with speed. Don’t wait a day to answer a question or jump into the conversation. Users need interaction and they need it now. As important as it is to be precise, it’s just as important to be swift.
Timing: Believe it or not, there are certain days and certain parts of days that tend to field the most interaction from users. According to Virtue, the social media management company, the best times to post are in the middle of the day on weekdays. Wednesday actually carries the highest usage statistics. For more, take a look at this study on Mashable.
Whether it's a simple snow day or a more serious incident, there will be times when providing information quickly and accurately is vital. These days, emergency information is not disclosed in newspapers or on website. It's through social media. When an emergency occurs, keep a close watch on the university's official social media accounts, which will be in direct communication with university officials and provide as up-to-date and complete information as possible.
When serious situations arise elsewhere in the world, the best thing for an account to do is go silent. The social atmosphere is an on-topic universe. The key is avoiding criticism from those who find off-topic posts offensive during a serious time. Do so by haulting all posts entirely until situations have passed.