Marketing

Social Media Policy

Social Media Guidelines -- Social Media Channels

Introduction: Juniata is interested in establishing and nurturing the feeling of community that all our students and alumni so faithfully cite as one of the primary reasons they choose to attend Juniata. Social media is above all a method of creating and maintaining a community focused around different aspects of the human condition, whether it’s cultivating connections on Facebook or LinkedIn, sharing images on YouTube or Instagram, or blogging about college on Tumblr. Juniata’s aim is to use these and other emerging media as part of Juniata’s communications strategy to make the world aware of our programs and to bring in new members of the Juniata community.

Why Have a Strategy

Juniata College has an inclusive social media strategy that encourages every person on campus to become part of the conversation. All offices and departments on campus should look at their communications goals and choose a social media strategy that best fits that vision. Each unit should pursue a mix of social media that will build and exemplify Juniata’s educational mission.

If our goals are defined and chosen for maximum effectiveness, the College can use interactive social media platforms to engage new audiences. Engagement, in this context means a ladder of interaction that goes like this: visit---repeat visits---“likes,” “comments” and “sharing”---appointment browsing. Engagement is nothing more than forming a relationship with the audience

A cohesive strategy makes things consistent across all campus offices and allows collaboration on how to take advantage of current and emerging media. It also helps the campus to adjust when older platforms are on the wane.

What is the Importance of Social Media?

Social media is the new backyard fence, the diner counter or whatever place is used to gather and exchange information about friends, acquaintances and business. Social media really is just an information distribution system, the next step after television and newspapers. There is a singular difference for social media such as Facebook, Twitter and Pinterest compared to the old media landscape. Today, any person or business can “own” the media. New social media can be used in higher education by establishing communities connected in some way to Juniata and providing opportunities to connect with the College and take part in College activities.

Social media is one of the few mediums where the owner of the “media,” whether it’s Facebook, the local newspaper or YouTube, can reach out directly to users who have a connection to their product. Juniata can engage with a variety of constituents with a clear message.

But, in order to have a clear message, the College must have an overall strategy for engaging our community. Every department should work cooperatively to deliver specific, consistent stories about Juniata’s faculty, students, research efforts, service and civic engagement. Collaboration also helps when a college has to adapt to newer platforms as the public moves on to the next evolution in social media. A consistent social media policy with common goals will allow the College to learn about new media and different social opportunities as a whole, rather than as an independent operator.

Juniata’s Social Media Goals

Juniata’s Strategy

Juniata Social Media Policy

Creating an Account

Any social media account that is used by Juniata College must be created by an authorized employee of the College. The entry information and passwords for a social media account should be submitted to the College webmaster. Students should not be named as administrators unless they are Juniata Associates.

Naming the Account

When in doubt, be as professional as possible. Juniata College should be listed first, after which should follow the department, club or program. Please do not just use Juniata. In Pennsylvania, there are many places and things associated with the name Juniata. This should apply to personal accounts, too. Remember, you are a representative of the College on your own sites, too.

Notify the Webmaster

Once you have started a social media presence, notify the webmaster (pheasaj@juniata.edu) or E-Communications coordinator (osbornl@juniata.edu).

Be Responsible

Users posting on Juniata-sponsored social media should heed College guidelines for property, privacy and politeness.

Posting Content

Juniata’s Logo and Wordmarks

Accounts and webpages should only feature the department’s name, logo or signature that has been previously approved by the College’s Department of Marketing. If the platform allows design changes, try to use school colors. The school colors are blue and gold. All marks, logos, fonts and graphics must comply with Juniata Policies. If in doubt, please call the Executive Director of Marketing at 814-641-3133.

Copyrighted Materials

Rights and permissions must be obtained before sharing or distributing music, art, copyrighted photos or writing, video clips or proprietary information.

Use of Identifying Photos

Juniata’s marketing department has a photo database of usable images that students and employees of the College have agreed to be used in College publications. If you use an image not provided by marketing obtain prior permission through a signed release.

Do not post any content of any kind that might prove embarrassing or could place the subject of the content in a negative or false light or content that could cause someone to believe his or her name, likeness or some other identifier is being used without permission for commercial use. WARNING: Be particularly careful with images of minors, health care patients, research subjects or disabled persons. As a rule these images should never be used for social media.

Don’t use College social media to support individual campaigns or political parties.

Comments

Juniata encourages fans, followers, students, friends to share comments, suggestions and reactions to College content, but we ask: