Chapter 3 - General Institution
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1 Chapter 3 - General Institution BP 3700 Social Media (NEW) References: Education Code Sections Statement of Social Media Engagement Mt. San Antonio College encourages the use of social media by the campus community in support of its mission and goals. Social media can provide students, prospective students, employees, alumni, donors and other "followers" with timely and accurate information as well as foster interactive communication and engagement. Mt.SAC's Social Media Policy applies to employees, programs, departments, and campus/student organizations that represent the College. Social Media Defined Social media includes websites and other communication instruments that allow users to exchange ideas and network as well as create and share content. Examples of social media include, but are not limited to, Wikipedia, Facebook, Twitter, LinkedIn, YouTube, Vimeo, Instagram, Pinterest, Snapchat, Yelp, and Reddit. Framework for Social Media Engagement. Use of Mt. SAC's social media platforms by employees, departments, and campus/student organizations must adhere to the proprietary "code of conduct" and "terms and conditions of use" specified by the host media and must comply with Mt.SAC's Board Policy and Administrative Procedures relative to social media. Employees and campus groups are reminded that the same College policies and practices that apply to employee and student activities also apply to employee and student activities that are online. Content and messaging on behalf of the institution must relate to Mt. SAC s mission, business, programs, and services. The College President & CEO is charged with carrying out the guidelines, protocols and rules of engagement as expressed in the companion social media Administrative Procedures 3700.
2 Chapter 3 -General Institution AP 3700 Social Media (NEW) Reference: Statement Affirming Social Media Engagement Mt. San Antonio College encourages the use of social media by the campus community in support of its mission and goals. Social media can provide students, prospective students, employees, alumni, donors and other ''followers" with timely and accurate information as well as foster interactive communication and engagement. This Mt. SAC Social Media Policy addresses the appropriate creation, use, and maintenance of online social media platforms by the various constituencies of the College. These constituencies include College employees, programs, departments, and campus/student organizations. Social Media Defined Social media includes websites and other communication instruments that allow users to exchange ideas and network as well as create and share content. Examples of social media include, but are not limited to, Wikipedia, Facebook, Twitter, LinkedIn, YouTube, Vimeo, Instagram, Pinterest, Snapchat, Yelp, and Reddit. Policies for Social Media Sites Conduct that would not be acceptable in the campus environment is unacceptable online. The same college policies and practices that apply to employee and student activities apply to employee and student online activities. Confidential and proprietary information about Mt. SAC, students, prospective students, employees, donors, alumni, and volunteers should not be posted on social media. When applicable, campus employees must follow federal and state laws (including, but not limited to, FERPA and HIPAA) as well as CCCAA regulations. The Mt. SAC logo and secondary logos may not be used on personal social media sites without written permission. The Mt. SAC name, logo and secondary logos may not be used for advertising, promotions or endorsements without written consent from the Department of Marketing and Communication.
3 Policies for Institutional Social Media Institutional social media are accounts that represent an official Mt. SAC operational unit. Campus units that have a social media site or would like to create a social media site shall contact the Marketing and Communications Department at (909) Marketing and Communications can work with the unit to coordinate communication, provide consultation and add the social media account(s) to a list of recognized institutional Mt. SAC social media accounts. Institutional social media accounts should have a plan that addresses the site s goals, target audiences, strategy for developing content, and strategy for responding to public posts and moderating conversations. The institutional unit and its social media site administrators are responsible for the site s content and ensuring the site is in line with campus policies and procedures. See appendix A for a list of applicable polices and procedures. Institutional social media accounts should be professional in tone, substance and appearance. The social media account should clearly identify the unit it represents through its name, profile image, description and posts, and not the College as a whole. Guidelines: Best practices for Institutional Social Media Sites Have a Plan. Carefully consider the site s goals, target audiences, strategy for developing content, and strategy for responding to public posts and moderating conversations. Determine when posts should be deleted and users banned. Determine how customer service questions will be answered. Marketing and Communication can provide consultation. Business Continuity. Institutional Social Media accounts should have a full-time employee assigned responsibility for coordinating content and serving as administrator. In addition, a backup administrator should have access to the account for business continuity purposes. Marketing and Communication can provide limited backup support in the event of illness or turnover. Respect the Rules. Social media accounts should adhere to the proprietary "code of conduct" and "terms of use" specified by the host media and align with Mt. SAC's Social Media Policy. Relevant Content. Editorial content and messaging should relate to Mt. SAC s mission, business, programs, and services. The content should be accurate, timely and consistent with content posted on the College website. The content should be professional and appropriate for an institutional voice. Open Discussion. The expression of differing viewpoints in the context of a social media discussion is wholly appropriate. Great thought should be taken before deleting comments or censoring posts. Be Accurate. Think twice before posting to ensure the content is accurate and appropriate for the college or the unit. Double check that facts, spelling and grammar are correct. Be Respectful. Write posts and responses that are appropriate for and respectful of the diverse range of people the campus serves. Provide Variety. Offer a variety of content, such as informative posts, relevant photographs, links to interesting articles and details on upcoming events. Be Social. Engage with the audience by encouraging participation, asking and answering questions, and responding to participants. Consider following Mt. SAC accounts and other campus unit accounts as well as relevant third party, non-profit and sister organizations. Engage in broader discussions related to your unit or the college.
4 Guidelines: What Not To Do With Institutional Social Media Accounts Do not disclose confidential or proprietary information. Do not release private student information. Do not use threatening, harassing or abusive language. Do not share copyrighted images, logos, and publications without gaining license or permission. Do not confuse personal social media accounts with institutional social media accounts. Do not disparage competitors. Do not falsely pose as another person or entity. Do not make fun of or alienate the diverse range of people the campus serves.
5 APPENDIX (A) Social Media College policies that could apply include those related to: BP 3410 / AP 3410 Nondiscrimination BP 3430 / AP 3430 Prohibition of Harassment BP 3450 / AP 3450 Accessibility of Audiovisual Media Captioning BP 3510 / AP 3510 Workplace Violence Plan BP 3515 / AP 3515 Reporting of Crimes BP 3518 / AP 3518 Child Abuse Reporting BP 3720 / AP 3720 Computer and Network Use BP 3750 / AP 3750 Use of Copyrighted Material BP 3900 / AP 3900 Freedom of Expression (Speech: Time, Place and Manner) BP 3910 / AP 3910 Solicitation, Advertising, and Sales BP 4030 / AP 4030 Academic Freedom BP 5040 / AP 5040 Student Records, Directory Information, and Privacy AP 5043 Use of Social Security Numbers BP 5140 Students With Disabilities AP 5140 Students With Disabilities General Academic Adjustments AP 5142 Students With Disabilities Accessibility of Multimedia Instructional Material: Captioning BP 5500 Standards of Conduct AP 5520 Student Discipline Procedures AP 5530 Student Rights and Grievances AP 6535 Use of College Equipment BP 6625 / AP 6625 College Fund-raising BP 7100 / AP 7100 Commitment to Diversity BP 7370 / AP 7370 Political Activity AP 7371 Personal Use of Public Resource Approved:
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