Laying Down the Law: Social Media Policy and Strategy
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Transcript of Laying Down the Law: Social Media Policy and Strategy
Jen Riehle | Office of Information Technology, NC StateLeslie Dare | Student Affairs Technology Services, NC State
University Social MediaPolicy & Strategy
Wednesday, November 2, 2011
What are you doing?
Does you university have campus-wide social media guidelines or policy?
Does your department or office have social media guidelines or policy?
What information would you most like to see included in your campus social media guidelines/policy?
Wednesday, November 2, 2011
poll results
Twitter sez...http://bit.ly/vgxmhi
Wednesday, November 2, 2011
What are other universities doing?
Wednesday, November 2, 2011
61%
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university social media usage
2008
Wednesday, November 2, 2011
Social media usage in universities
85%
61%
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university social media usage
2009
2008
Wednesday, November 2, 2011
Social media usage in universities
95%85%
61%
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university social media usage
20102009
2008
Wednesday, November 2, 2011
Social media usage in universities
100%95%85%
61%
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university social media usage
201120102009
2008
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Social media usage in universities
www.umassd.edu
/cmr/stud
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nsoa
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Podcasting (up 19%) and LinkedIn (up 16%) are other big winnersBlogs primarily run by Admissions, marketing or PR offices
www.umassd.edu
/cmr/stud
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facebook98%87%
20112010
Wednesday, November 2, 2011
Podcasting (up 19%) and LinkedIn (up 16%) are other big winnersBlogs primarily run by Admissions, marketing or PR offices
www.umassd.edu
/cmr/stud
iesand
research
/soc
ialm
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nsoa
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twitter98%87%
20112010 84%
59%
2011
2010
Wednesday, November 2, 2011
Podcasting (up 19%) and LinkedIn (up 16%) are other big winnersBlogs primarily run by Admissions, marketing or PR offices
www.umassd.edu
/cmr/stud
iesand
research
/soc
ialm
ediaad
optio
nsoa
rs
blogs
98%87%
20112010 84%
59%
2011
201066%
51%
2011
2010
Wednesday, November 2, 2011
Podcasting (up 19%) and LinkedIn (up 16%) are other big winnersBlogs primarily run by Admissions, marketing or PR offices
SY
RA
CU
SE
ITH
AC
A
JOH
NS
HO
PK
INS
BU
TL
ER
TU
FT
S
Wednesday, November 2, 2011
Syracuse: innovates in social media; one of the first to use FourSquare on campus; one of the most universities on TwitterIthaca: own SM tool that lets student meet classmatesJH: Student-run SM; heavy users of iTunesUButler: their mascot tweets; strong SM presence during March MadnessTufts: Moderated discussions on Facebook and popular Dining Twitter feeds
What makes a good policy?
Short and sweet
Easily accessible and highly visible
Often reviewed
Often updated
Wednesday, November 2, 2011
Case Study: The Social Corps
Wednesday, November 2, 2011
1.6 million Facebook followersEasy to update: Marines, pg 12. Facebook Places now discontinued at of August: first section already out of dateShort and sweet, easily accessible: on Facebook Info page; now linked off Marines homepage - points to SM page with links to guidelines, principles, SOP’s.
Considerations for Campus
Wednesday, November 2, 2011
Biggest University Issues
Awareness of e-discovery and records retention
Clearly defined rules for social media account names, icons, colors, voice, etc.
Planned strategies for negative or defamatory posts and comments
Education for employees using social media either personally or as a university representative
Wednesday, November 2, 2011
Additional issues: knowledge of rules for online promotions in different SM tools
Student Conduct
Students accessing "social networking services" such as Facebook, MySpace, Blogger, Twitter, and others should carefully read the terms and conditions set forth by such services. Students are solely responsible for the content of their sites. Neither ITS nor Macalester College assume any responsibility for what students place there. Inappropriate material placed on social networking sites is subject to Macalester College's Responsible Use policy, the Student Conduct Process and the College's Harassment and Grievance Procedures.
In addition to violation of College policy, the posting of inappropriate material may subject students to criminal and civil penalties. As referenced in the terms and conditions of these networking services, students should refrain from posting material that is deemed to be criminal; harassing; racially, sexually, ethnically or religiously objectionable; defamatory; obscene; invasive of another’s privacy; or infringing of copyright.
- MacAlester College, Saint Paul, MN
Wednesday, November 2, 2011
This example is from a private school, where you might see more restrictive Codes of Student Conduct. UNCG mentions social media in the “no contact order” section of their Code. NC State makes no specific mention but behaviors through social media are not immune to the Code. Bottom line -- understand how social media can impact students and their behavior, and the regulations on campus.
Monitoring Athletes
In June of 2011, the NCAA notified the University of North Carolina at Chapel Hill of allegations against its Division I football team and staff, including academic fraud and receipt of improper benefits. Also included in the notice was a citation for failure to “adequately and consistently monitor the social media activity” of its players.
NCAA requested “copies of materials posted on Twitter by football student-athletes.”
Up to this point monitoring of student athletes was not required but “encouraged.”
Wednesday, November 2, 2011
Two notes:- makes it clear that records of student SM use may be request and must be available- changes the burden on the Athletics staff. While not explicit that monitoring is required in the past this sets a new precedent.
UDilligence and VarsityMonitor
Monitors Facebook, Twitter, MySpace, YouTube and Bebo (UD)
Offers generic guidelines and training tools (VM)
Monitoring Athletes
Wednesday, November 2, 2011
Schools using it: LSU, Baylor, Texas Tech, Louisville, Old Miss and as of this fall, Maryland; NCSU is evaluating itQuotes from athletes that they’re only online because their professors are making them use social media...
Educating Faculty
Increasing desire to use social media in the classroom
it’s not going away
excellent way to engage
tools needed after graduation
Many have incorporated it into the curriculum without consideration of policy
Wednesday, November 2, 2011
FERPA - student rights and privacyUnderstand best practices: Never require students to Friend you or join groups you’ve created; Consider multiple accounts – personal and professional; Always check your privacy settings; Take advantage of opportunities to educate students about appropriate social media usage.
Educating FacultyIntroductionWhen teaching in an on-line environment, it is essential that courses are delivered in compliance with applicable laws and university policies; in particular, those laws and policies designed to protect the student's rights to privacy and accessibility.
4.2.2 In cases where the pedagogical use of an external course component is such that certain privacy requirements can not be met (e.g., the students are posting material on a public web site and their identities are exposed) a limited release form is available to allow students to voluntarily waive certain privacy rights. Instructors are advised, however, that students cannot be required to waive their rights, and should be prepared to offer alternative pedagogical approaches that do not require privacy waivers if necessary.
4.3 Instructors should list electronically hosted course components in the course syllabus, and should identify any components that may present privacy or accessibility issues for the student so that these issues can be worked out during the course drop/add period.
- NC State REG 08.00.11
Wednesday, November 2, 2011
Student FERPA waiver, including it on Moodle (our CMS) to ensure it gets digitally signed before moving forward and that it doesn’t get lost
Challenges for Campus
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Photo creditsloanpix
Too many accounts
Wednesday, November 2, 2011
Campus of social media is like a pile of candy hearts.They all look different and have different messages - similar, but different. And after you’ve had a few you’re totally sick of them.
Photo creditstefan
Agreeing on guidelines
Wednesday, November 2, 2011
Centralized group responsible for all SM accounts? Sam Houston State University social media policy: anyone with a campus-related SM account required to give university administrators editing privilages. Led to protests.Limitation on using “ncsu” or some variation in account names?
Photo creditstefan
Monitoring and enforcement
Wednesday, November 2, 2011
Photo creditstefan
Training and employee management
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Retrofitting
Possible to change your Twitter handle but requires some management of the old account
Facebook is notoriously complex and dynamic
Consolidating company profiles: Facebook and LinkedIn
Wednesday, November 2, 2011
Facebook vocabulary is problematic. Transitions from “groups” to “pages”NC State “official” facebook page is only about a year old; very imconplete LinkedIn profile
Student Organizations
Student organizations often have their own rules
Not required to fall under campus social media branding or guidelines
Wednesday, November 2, 2011
Leslie will ad more here soon....
Analytics & Metrics
Useful for justifying investments of time and money
Often includes archiving of social media usage
Big costs in terms of time and tools
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Social Media at NC State
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Social Media Subcommittee
Sub-committee of Campus Communicators
Goal is to guide campus faculty, staff and students to effective, compliant, educated use of social media
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Current Tasks
Survey campus for social media accounts
Secondary survey to establish social media usage in classrooms
Development of getontheweb.ncsu.edu
Identify campus resources and social media “experts”
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Wednesday, November 2, 2011
Require use of brand bar and consideration for brand guidelines before you can be added
Wednesday, November 2, 2011
Everything on the official NC State YouTube channel goes through Communications office. Been difficult to keep track of and they’re looking for a way to automate that process... LOTS of unofficial NCSU-related uploads.
Future Tasks
Social Media “registration” system
Publish best-practices and offer campus tutorials/classes
Add social media to Brand Book guidelines
Campus software licensing agreement for analytics tool(s)
Wednesday, November 2, 2011
Collect info on account names, managers, audience, etc.
Policy
Try to get by with unofficial guidelines and best practices.
As necessary with time we may add regulations or policy
Wednesday, November 2, 2011
Hard to have policy since it changes so rapidly. Broadly-written guidelines and best practices are the best way to keep folks in-line. Point people to resources and staff who can answer questions logically or bring odd use-cases to the larger SM committee
Wednesday, November 2, 2011
Announcements
A French company was fined $36,000 after deleting mentions of their competitors from Wikipedia.
Wednesday, November 2, 2011
A major restaurant chain was forced to issue public apologies after a YouTube video is released of an employee yelling at a customer.
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KFC- 31k hits
A well-known design label had their Facebook page essentially hijacked by PETA protestors with little to no resistance from corporate staff
Wednesday, November 2, 2011
DKNY
Jen Riehle | @ncsumaritLeslie Dare | @lesliedareNCSU
Thank You!Questions or Comments?
Evaluate us on Joind.in!http://joind.in/4248
Wednesday, November 2, 2011Waiver content: Under the Federal Family Education Rights and Privacy Act of 1974 (FERPA) and NC State’s FERPA regulation, a student’s education records are protected from disclosure to third parties. Because of the public nature of wikis, students must provide written consent for wiki participation in a course setting.I understand that participation in a wiki is required for [ course name and number ]. I give permissions to [ instructor name ] to include me in the wiki for this course. I understand that the wiki will be open and accessible to the public.[ signature of student ]