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Laying Down the Law: Social Media Policy and Strategy


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Join us as we share information on NC State's effort to create social media policy. We'll discuss our research, our attempts to develop best-practices, and how the best-laid plans can come up lacking in the face of unexpected scenarios. We'll also discuss ways in which social media is used at NC State and the processes we're implementing for keeping track of who's saying what.

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Laying Down the Law: Social Media Policy and Strategy

  1. 1. University Social Media Jen Riehle | Office of Information Technology, NC State Leslie Dare | Student Affairs Technology Services, NC StateWednesday, November 2, 2011
  2. 2. 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, 2011poll results
  3. 3. Twitter sez..., November 2, 2011
  4. 4. What are other universities doing?Wednesday, November 2, 2011
  5. 5. 61% 2008 social media usageWednesday, November 2, 2011Social media usage in universities
  6. 6. 85% 2009 61% 2008 social media usageWednesday, November 2, 2011Social media usage in universities
  7. 7. 95% 2010 85% 2009 61% 2008 social media usageWednesday, November 2, 2011Social media usage in universities
  8. 8. 100% 2011 95% 2010 85% 2009 61% 2008 social media usageWednesday, November 2, 2011Social media usage in universities
  9. 9., November 2, 2011Podcasting (up 19%) and LinkedIn (up 16%) are other big winnersBlogs primarily run by Admissions, marketing or PR offices
  10. 10. facebook 98% 2011 87% 2010, November 2, 2011Podcasting (up 19%) and LinkedIn (up 16%) are other big winnersBlogs primarily run by Admissions, marketing or PR offices
  11. 11. facebook 98% 2011 twitter 87% 2010 84% 2011 59% 2010Wednesday, November 2, 2011Podcasting (up 19%) and LinkedIn (up 16%) are other big winnersBlogs primarily run by Admissions, marketing or PR offices
  12. 12. facebook 98% 2011 twitter 87% 2010 84% 2011 blogs 66% 2011 59% 2010 51% 2010Wednesday, November 2, 2011Podcasting (up 19%) and LinkedIn (up 16%) are other big winnersBlogs primarily run by Admissions, marketing or PR offices
  13. 13. JOHNS HOPKINS SYRACUSE ITHACA BUTLER TUFTSWednesday, November 2, 2011Syracuse: innovates in social media; one of the first to use FourSquare on campus; one of the most universities onTwitterIthaca: 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
  14. 14. What makes a good policy? Short and sweet Easily accessible and highly visible Often reviewed Often updatedWednesday, November 2, 2011
  15. 15. Case Study: The Social CorpsWednesday, November 2, 20111.6 million Facebook followersEasy to update: Marines, pg 12. Facebook Places now discontinued at of August: first sectionalready 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.
  16. 16. Considerations for CampusWednesday, November 2, 2011
  17. 17. 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 representativeWednesday, November 2, 2011Additional issues: knowledge of rules for online promotions in different SM tools
  18. 18. 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 Colleges Responsible Use policy, the Student Conduct Process and the Colleges 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, MNWednesday, November 2, 2011This example is from a private school, where you might see more restrictive Codes of StudentConduct. UNCG mentions social media in the “no contact order” section of their Code. NCState makes no specific mention but behaviors through social media are not immune to theCode. Bottom line -- understand how social media can impact students and their behavior,and the regulations on campus.
  19. 19. 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, 2011Two 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 inthe past this sets a new precedent.
  20. 20. Monitoring Athletes UDilligence and VarsityMonitor Monitors Facebook, Twitter, MySpace, YouTube and Bebo (UD) Offers generic guidelines and training tools (VM)Wednesday, November 2, 2011Schools 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 usesocial media...
  21. 21. 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 policyWednesday, November 2, 2011FERPA - student rights and privacyUnderstand best practices: Never require students to Friend you or join groups you’vecreated; Consider multiple accounts – personal and professional; Always check your privacysettings; Take advantage of opportunities to educate students about appropriate social mediausage.
  22. 22. Educating Faculty Introduction When 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 students 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 08.00.11Wednesday, November 2, 2011Student FERPA waiver, including it on Moodle (our CMS) to ensure it gets digitally signedbefore moving forward and that it doesn’t get lost
  23. 23. Challenges for CampusWednesday, November 2, 2011
  24. 24. Too many accounts Photo  credit sloanpixWednesday, November 2, 2011Campus of social media is like a pile of candy hearts.They all look different and have different messages - similar, but different. And after you’vehad a few you’re totally sick of them.
  25. 25. Agreeing on guidelines Photo  credit stefanWednesday, November 2, 2011Centralized group responsible for all SM accounts? Sam Houston State University social mediapolicy: anyone with a campus-related SM account required to give university administratorsediting privilages. Led to protests.Limitation on using “ncsu” or some variation in account names?
  26. 26. Monitoring and enforcement Photo  credit stefanWednesday, November 2, 2011
  27. 27. Training and employee management Photo  credit stefanWednesday, November 2, 2011
  28. 28. 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 LinkedInWednesday, November 2, 2011Facebook vocabulary is problematic. Transitions from “groups” to “pages”NC State “official” facebook page is only about a year old; very imconplete LinkedIn profile
  29. 29. Student Organizations Student organizations often have their own rules Not required to fall under campus social media branding or guidelinesWednesday, November 2, 2011Leslie will ad more here soon....
  30. 30. Analytics & Metrics Useful for justifying investments of time and money Often includes archiving of social media usage Big costs in terms of time and toolsWednesday, November 2, 2011
  31. 31. Social Media at NC StateWednesday, November 2, 2011
  32. 32. Social Media Subcommittee Sub-committee of Campus Communicators Goal is to guide campus faculty, staff and students to effective, compliant, educated use of social mediaWednesday, November 2, 2011
  33. 33. Current Tasks Survey campus for social media accounts Secondary survey to establish social media usage in classrooms Development of Identify campus resources and social media “experts”Wednesday, November 2, 2011
  34. 34. Wednesday, November 2, 2011Require use of brand bar and consideration for brand guidelines before you can be added
  35. 35. Wednesday, November 2, 2011Everything 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... LOTSof unofficial NCSU-related uploads.
  36. 36. 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, 2011Collect info on account names, managers, audience, etc.
  37. 37. Policy Try to get by with unofficial guidelines and best practices. As necessary with time we may add regulations or policyWednesday, November 2, 2011Hard to have policy since it changes so rapidly. Broadly-written guidelines and best practicesare 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
  38. 38. Wednesday, November 2, 2011Announcements
  39. 39. A French company was fined $36,000 after deleting mentions of their competitors from Wikipedia.Wednesday, November 2, 2011
  40. 40. A major restaurant chain was forced to issue public apologies after a YouTube video is released of an employee yelling at a customer.Wednesday, November 2, 2011KFC- 31k hits
  41. 41. A well-known design label had their Facebook page essentially hijacked by PETA protestors with little to no resistance from corporate staffWednesday, November 2, 2011DKNY
  42. 42. Thank You! Jen Riehle | @ncsumarit Leslie Dare | @lesliedareNCSU Evaluate us on!, 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 ]