Be respectful and honest. Anything you post in your role as a UTC faculty or staff member reflects on the institution. Be professional and respectful at all times on your social media site. Do not argue or debate naysayers on your site, but feel free to correct inaccurate information when needed. Do not like or respond to anything political/controversial with your UTC account. State law bars University employees from using University resources or on University-paid time advocating for or against a candidate for office.
Be transparent and authentic. Make it clear that you are Instagramming/Tweeting/Facebooking. in your role as a faculty or staff member. A great benefit of social media is that the individuals maintaining social media sites personalize large and complex institutions such as UTC. We can give people a real glimpse of life here. Use your own voice, and encourage others in your department to do the same.
Listen. Being a consumer of social media is essential to your ability to be a successful producer. Listen to online conversations on your preferred tools—be they Instagram, Twitter, Facebook or anything else—to maintain a clear and current understanding of what is relevant and of interest to the community.
Start active and stay active. Social media requires diligent care and maintenance. If you do not have the time or resources to check in on these sites at least a few minutes each day and to post fresh content three to four times a week, reconsider using social media. Your site is only as interesting as your last post—if that post is several months old, visitors will consider it outdated and unfollow.
Be first. One of the great benefits of social media is the ability to share information almost instantly with a global audience. This timeliness is also one of the expectations of that audience. Be prepared to move quickly in response to new developments and announcements with relevant information on your site. You may even consider releasing new information first on your social media site to help users understand its value as an information resource.
Think before you post. Remember, everything you do online lives forever. Think before you post, remembering that anything you share within social media, even within a closed network, is not private. People can screenshot anything and save it. Don't post anything online you wouldn't feel comfortable seeing on the front page of a newspaper.
Comment and share across campus. As a consumer and producer of social media, comment on interesting posts and share the good work of others using your account. Social media is not (only) about sharing your news and success, it's a conversation with and about other great things happening at the University. That may mean interesting research from colleagues at another university, an insightful news story or a fascinating link. When you share externally, it makes your social media outlet a more valuable resource.
Accept and monitor comments as part of a two-way conversation. A social media account without comments isn't very social. Be prepared to accept and respond to comments. Understand that not all comments will be positive, and respond to negative comments professionally and by providing any additional information that may help resolve the issue in keeping with the social media policy.
Post a disclaimer on your site stating you reserve the right to remove inappropriate comments—you can see a sample of UTC's commenting policy for our Facebook page in its About Section under General Information. Remove comments containing vulgar language, that attack any one group or individual and that are obviously spam.
Separate the personal from professional. Balancing your professional and personal social media presences can be tricky, particularly if you are an avid user in both arenas. Content that is appropriate and of interest to your personal friends is most likely not appropriate or of interest to your unit's "friends." Keep these two presences as separate as possible by keeping content about your non-work life on your personal page.