These guidelines cover the publication of and commentary on social media by employees of University of Central Arkansas (“UCA”). For the purposes of this guide, social media means any facility for online publication and commentary, including without limitation blogs, wiki’s, social networking sites such as Facebook, LinkedIn, Twitter, Flickr, and YouTube. This guide is in addition to and complements any existing or future policies regarding the use of technology, computers, e-mail, website usage and the internet.
UCA employees are free to publish or comment via social media in accordance with these guidelines. UCA employees are subject to these guidelines to the extent they identify themselves as a UCA employee (other than as an incidental mention of place of employment in a personal blog on topics unrelated to UCA).
Before engaging in work related social media, employees must obtain permission.
Publication and commentary on social media carries similar obligations to any other kind of publication or commentary.
All uses of social media must follow the same ethical standards that UCA employees must otherwise follow.
UCA is currently active on many social media platforms. Official university accounts include:
- Facebook – http://facebook.com/UCentralArkansas
- Flickr – http://flickr.com/UCentralArkansas
- Instagram – http://statigr.am/ucabears
- LinkedIn – http://www.linkedin.com/company/university-of-central-arkansas
- Twitter – http://twitter.com/UCABears
- Twitter – http://twitter.com/UCANewsroom
- YouTube – http://youtube.com/UCentralArkansas
We also maintain an official list of UCA social media sites.
University of Central Arkansas remains the owner of the UCA brand. Those seeking recognition as official UCA sites must adhere to the following naming conditions and design guidelines. Using a similar name will help you be immediately recognized as part of “UCA” amidst social media clutter and will help you stand out from the crowd.
Because UCA remains the owner of the University of Central Arkansas brand, it is crucial that university officials are able to easily access a site should the need to do so arise. Readily available access serves as a way to protect the brand.
Therefore, all university Facebook sites should add the user “UCA Web Development” as an administrator to their Facebook pages. This administrator should be assigned a manager role.
Since Twitter, Google+ and Instagram do not support multiple administrators, all entities using these forms of social media should supply the account information (username and password) to the email address firstname.lastname@example.org.
Being successful with social media takes time. You have to maintain a regular posting frequency — while that may vary by channel, a minimum of weekly engagement is a good baseline — and you also have to listen and engage. By first determining what your goals are, and assessing how valuable social media are in reaching them, you can determine how to allot your time and resources.
You may want to maintain a personal account on a social media service for a while before launching an institutional account, so you can observe how people and organizations communicate in the space. Watch and listen before jumping in and speaking up. If you are unsure about whether social media is right for you, feel free to contact someone in Web Development to talk about your options.
Choose the Right Channel
- Flickr – For those with robust visual communication assets to offer consistently over time
- YouTube – For those with robust video assets to offer consistently over time
- Twitter – For those looking to engage an audience with a high frequency, and those able to be available to respond with some immediacy and engage in conversation
- Facebook – For those looking to build brand awareness
Setting Up Your Presence
As with any communications or marketing initiative, planning a social media strategy — whether it’s for a one-time event or an ongoing initiative — takes a lot of work. The following in-depth Social Media Strategy Template will walk you through some of the questions to address as you implement your social media plan.
Naming Facebook sites should center around searchability, as Google’s search engine is designed to pull up sites based on key word relevance.
Facebook acceptable naming conventions include:
- University of Central Arkansas
These naming conventions are preferably followed with a dash and more specific information about the area.
- Alumni: University of Central Arkansas – Alumni
- Athletics: University of Central Arkansas – Athletics
It is also suggested that each site create a specific URL for the page to encourage searchability. This can be done once a page has obtained 25 fans. Each URL should include UCA and then the specific entity information. No dashes, underscores, numbers or periods should be used. This action is permanent. Contact the Office of Web Development with any questions before creating the URL.
- Colleges and Departments: facebook.com/UCACFAC
- Admissions: facebook.com/UCAAdmissions
- Alumni: facebook.com/UCAAlumni
- Staff Senate: facebook.com/UCAStaffSenate
Proper naming of twitter sites is more difficult, as there is a 13 character limit. Twitter doesn’t allow spaces between words, which makes the use of capitalization more important.
Names should still focus on searchability, as Google and Twitter both have an in-house search engine that is designed to pull up sites based on key word relevance.
Twitter acceptable naming conventions include:
When using these conventions, they should immediately be followed with information about the specific area. It’s preferred that “UCentralArkansas” and “UCA” be capitalized, and the first word of the additional information should be capitalized as well.
- UCA: @UCABears
- Alumni: @UCAAlumni
- Admissions: @UCAAdmissions
- Athletics: @UCASports
- News: @UCANewsroom
Each Twitter site has a URL automatically created for the account. This encourages searchability.
- Alumni: twitter.com/UCAAlumni
- Athletics: twitter.com/UCASports
- Colleges and Departments: twitter.com/UCA_CFAC
Customizing Social Media Pages
It is preferred that users employ simple graphics that are compliant with the UCA brand. Contact Web Development for help with appropriate graphics and page design.
The two official colors of the University of Central Arkansas are purple and gray.
Adapted from Arkansas Tech University