Social Media Guidelines

General Guidelines

These guidelines and best practices were created for the use of social media accounts for the University of South Dakota, its individual programs, groups and campus units. These serve as a resource for campus partners when questions arise and regarding monitoring public postings and replies.

Account Creation

Official USD accounts are permitted on Facebook, Instagram, X, YouTube and LinkedIn. Official USD accounts should not be created on other social media platforms without consulting USD Marketing.

There may be times when individual USD programs, groups or campus units desire to create their own social media accounts/pages. However, the creation of too many accounts becomes overwhelming, and a few factors should be considered when deciding whether to create a new account.

For and individual degree or program:

Can this degree or program ladder up to a larger entity, such as a department or college?
- If so, news and information related to the degree or program should be sent to the department or college communications person for inclusion in the larger, overall social media page.
  - If a department or college has multiple degrees and programs sending them information, it’s a good idea to create a content calendar and plan out specific days for the respective degrees/programs to have their news shared. This can be done ahead of time to allow ample time for planning on both sides.
Is there enough content to post 2-3 times a week?
- If there is not enough content to sustain frequent posting, a new account is not recommended.

Groups and campus units: One of the foremost things to consider with social media account creation of campus groups and units is their permanency. Factors to keep in mind may be:

Is this a group/unit that has longevity, or is it a temporary or seasonal effort?
Does the group/unit have a faculty advisor willing to oversee a social media calendar?
Is there enough content to post 2-3 times a week?
- If there is not enough content to sustain frequent posting, a new account is not recommended.
Is the group, or a representative of the group, willing to meet with the USD Marketing Office to review expectations for the university-related social media accounts? This would include abiding by the content monitoring expectations outlined in the next section. If a group or organization desires to have a social media presence but cannot commit to frequent postings or social media training, we would recommend they provide their news and information through a more general USD social media account that highlights various student organizations, events, activities and groups. Alternatively, they could share these updates with the college they fall under.
- Similar to degrees and programs, if these groups and organizations had a set date(s) for their content, they could plan ahead and provide it to the social media manager, maintaining consistency in tone and brand voice across the university.

Official vs Unofficial Accounts

Official Accounts

Official university-affiliated social media accounts represent the University of South Dakota and must comply with all university branding and standards outlined in this document.

Users are responsible for adhering to USD and South Dakota Board of Regents policies, and all content must align with the university's social media guidelines.
All official accounts should clearly reference the college, program or department it represents while following university branding guidelines.
- Always include University of South Dakota or USD in the account name.
Do not post confidential information regarding the university, its students, employees or affiliates. Official accounts must comply with the applicable state and federal laws, regulations and policies.

Unofficial Accounts

Unofficial accounts that are not formally managed by a university department, college or recognized organization should clearly state in their bios or description that they are unofficial and not directly affiliated with the University of South Dakota. These accounts should not use any brand marks or logos.

Individual Colleges and Organizational Best Practices

Best Practices

Be Authentic: Align social media content with your organization’s core values. Each post should have a purpose that’s clearly communicated to any person that may encounter content.

Protect Privacy: Do not share confidential information regarding students, faculty and staff.

Know the Law: Take the time to think before you post to ensure social media activity complies with copyright laws, privacy regulations and university policies.

Copyright Laws

Original vs. License: You technically own all content you post. However, by agreeing to the Terms of Service, you grant Meta and other social platforms a non-exclusive, transferable, royalty-free, worldwide license to host, use and distribute your content.
Copyright Infringement: You can only post content you created yourself or have explicit permission to use. Simply crediting the owner, buying the content (e.g., a downloaded song), or including a disclaimer does not prevent copyright strikes.
Automated Enforcement: Meta and other platforms uses tools like Rights Manager to scan posts and videos, automatically flagging or removing material that matches copyrighted referenced files.
Reporting: If your work is used without permission, you can report it via Meta Intellectual Property Help Center.

Privacy

Data Collection: Meta’s Privacy Policy states they do not sell your personal information to anyone. They do, however, collect usage data, device information, and activity to personalize your experience and target ads.
Content Visibility: Your privacy settings dictate who owns or sees your data. Content marked as "Public" can be accessed, shared or indexed by anyone inside or outside the platform.
Privacy Controls: You can manage your digital footprint by adjusting your visibility limits, restricting who can send you messages, and blocking unwanted users in your account's Privacy Settings.

Maintain Brand Consistency: Ensure all social media platforms are visually consistent and editorially aligned with university standards.

Know Your Audience: By understanding who you are speaking to, you can tailor your content to address specific needs and build meaningful engagement.

Set audience personas: Identify your core segments by creating semi-fictional, data driven profiles of your ideal stakeholders.
- Example: A 17-year-old high school student considering going to college. She lives in South Dakota, has good grades and is involved in various sports and after school clubs.

Avoid Spreading Misinformation: Do not share false or misleading information on university-affiliated accounts.

Post Consistently: When you post consistently, the algorithm recognizes your account as “active” and is more likely to provide value. Consistent posting is considered sharing content 2-3 per week when school is in session and 1-2 per week during breaks.

Trends and Brand Messaging: When implementing social media trends, relate it back to USD to keep the conversation relevant to your audience.

Share Engaging Content: Include a diverse mix of content, avoid redundancy, tailor your voice to your intended audience and utilize interactive features.

Content Types: Short-form video, long-form video, images, stories and text-based posts.
Interactive Features: Live streams, polls and quizzes.

Remember USD’s Role as a Public Institution: Do not publish content that is politically partisan or religious in nature. When acknowledging holidays, follow the State of South Dakota holiday calendar and consider the variety of perspectives held by your audience.

What to Post

Student Spotlights and Takeovers

Example: USD student records a “Day in the Life of a Student” video. The video is then shared to help raise awareness for the college or organization while giving audiences a more personal look at the student experience.

Department Spotlights

Example: Highlight different departments throughout the year with a “Major Monday” series featuring faculty, staff, and students.

Feature Faculty and Staff

Example: Career development spotlight on a faculty member or professor “why do you love working here?”

Feature School Alumni

Reminders and Deadlines

Example: Don’t forget to purchase your cap and gown by April 16th!

Upcoming Events

Example: Reminder to come out and show school spirit at Dakota Days on September 28th - October 3rd!

FAQ Series

Example: Instagram Story highlight “Got questions? We’ve got answers!” – Anyone can ask a question, and you can choose to post the question with a response.

Campus Resources

Example: High-quality videos of the Wellness Center, library, study rooms or primary care offices, etc.

Account Management Guidelines

Remove former students and faculty from administrator roles promptly. Change passwords on applicable platforms on a yearly basis to limit access. Develop a social media calendar and use a university email address when creating logins. Monitor accounts daily, and if your account settings are set up to receive messages, respond to messages promptly and professionally.

Do NOT delete or hide comments, do not block users, and do not delete posts due to negative comments or engagement. As a state institution, the university cannot limit any type of speech that is protected under the First Amendment. If you see comments that are concerning, consult the AVP of Marketing & University Relations before taking any action. If you see threats of violence, contact UPD.

Facebook groups that require users to comply with group rules may have different considerations. Consult the AVP of Marketing & University Relations for guidance on moderating these groups. Enable account security/two factor authentication. Maintain quality control in compliance with Community Standards and Advertising policies to prevent account restrictions. USD Marketing may take action to report posts to the applicable social media platform that reasonably appear to violate community standards for that platform.

Accessibility Guidelines

Write alternative text for images. Keep URLs clean and concise, considering URL shorteners when possible. Use accessible color contrast on graphics, and add captions, transcripts and audio descriptions for multimedia. Avoid any flashing content. Use title capitalization when using hashtags (example: #GoYotes), and avoid excessive, inappropriate or suggestive emojis or special characters.

Engagement Guidelines

Personal Use Guidelines

Be mindful: It is essential to recognize your audience and acknowledge that everyone represents different value systems and points of view.
Be honest: While you can identify yourself as a USD employee, clearly state that your views and opinions do not reflect the official views of USD.
Protect yourself: Your online engagements live forever, even if you remove the post online. Take care to protect your privacy and reputation in social media engagements.
Protect others: Do not post confidential information about USD work, activities, students or employees online.

General Engagement

USD welcomes various perspectives and appreciates engagement and interaction across social media platforms. The university requests that users show respect for others online.

USD is not responsible for any comments or posts made by others. Unofficial accounts, comments, or posts are not endorsed by the university and do not reflect the official policies and opinions of USD.

How to Report an Inactive Account

Instagram/Facebook

Impersonation/Trademark: If the inactive account is using your individual program, group and campus units, do not just report the profile. Instead, file an Instagram Trademark Report Form or visit the Meta Privacy Center to take legal action regarding brand infringement.
Standard Reporting: Go to the profile, tap the three dots in the top right corner and select Report to flag the account for community guideline violations.

Hacked Account Help

If you still have access: Immediately remove the hacker’s devices and update your security.
If you are locked out: Immediately visit the Facebook Hacked page on a device (computer or phone) you have used to log in before.