PR Offers Advice for Using Social Media Effectively

In February a revised SUNY Niagara Social Media Policy took effect. It established updated expectations for employees’ use of social media and outlined standards for the creation, management and oversight of official college social media accounts. As an adjacent to that regulatory document, the Office of Public Relations has developed three best practices aimed at helping employees acting in social media account manager roles to create content—text, images, graphics, audio, video, or other materials—that advances the college.

Adhere to Your Role
Post only about topics related to your unit or program.

Let the College Lead
Refrain from commenting on institutional matters that have not been announced by the college unless your unit is customarily responsible for announcing them. When in doubt, consult the Office of Public Relations.

Have a Plan for Continuity
Develop a strategy for posting and engagement. This includes identifying your audience, establishing messaging goals, and creating a content calendar. The Office of Public Relations can advise account managers with content planning and professional development, but cannot administer other units’ social media accounts or operate them on a day-to-day basis. The Office of Public Relations may consider an account that is largely inactive for several months as abandoned and then deactivate it.