The University Library recognizes the importance of social media as a valuable tool for sharing information and engaging with our community. To ensure a consistent, positive, and aligned online presence, we have established the following guidelines for employees managing any social media accounts affiliated with the Library.
1. Ensuring Reliability and Continuity
- For each Library-affiliated social media account, there should be a minimum of two individuals with login access. This practice is implemented to guarantee continuous and reliable management of the account, particularly in the event of staff changes or departures. Login credentials should be securely stored, accessible to authorized personnel only, and periodically reviewed to confirm designated individuals still require access. This guideline aims to fortify our commitment to consistent and reliable communication through social media, regardless of staffing changes.
2. Alignment with Vision and Mission
- Before posting or engaging in social media activities, ask yourself:
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- Does this post or comment support the Library’s vision or mission?
- Does it support the university’s mission?
- Ensure that all content shared on social media platforms is in line with the overarching mission and values of the Library or the university.
3. Positive Engagement
- Embrace positive engagement in all interactions on social media. Maintain a constructive and respectful online environment. Address inquiries and provide assistance with a positive and helpful tone.
4. Engagement with Non-University Social Media Accounts
- When engaging with non-university social media accounts, do not represent yourself as speaking for the university, the Library, or a departmental library or unit; instead, consider reacting to (through the Like, Love, Care, Haha, Wow, Sad, and Angry emojis), posting or commenting from your personal social media account. When you are posting from a university account, please refrain from calling out any individual or organization for their behavior. When posting or commenting, be mindful of your words and actions to avoid any unintended or harmful interpretations. Be aware of the potential sensitivity of certain topics, use unambiguous language, and refrain from statements that could be easily misunderstood or taken out of context. Be thoughtful and considerate in your communication to minimize the risk of your message being perceived in a way that wasn’t intended.
5. Professionalism and Respect
- Conduct yourself professionally and with respect for others in all online interactions. Uphold the values of the university and the Library in online spaces. Treat others with respect, even in the face of differing opinions. Do not engage with those seeking to provoke reactions; in almost all instances, not responding directly is preferable.
6. Unit-Specific Audience and Voice
- Each unit within the Library may have a unique audience and voice. However, all university accounts should maintain a tone that is smart, kind, thoughtful, proud, and deeply supportive of and excited about the university. Emphasize the diversity of units while ensuring a consistent overall university tone. Tailor your messaging to resonate with your specific audience while upholding the university’s values.
7. Thoughtful Posting and External Visibility
- Think before you post. Recognize that journalists and bloggers actively follow social media feeds, and your content may be scrutinized externally. Content can often be deleted, but traces may linger in the digital universe, whether through screenshots, archives, or other means. Be mindful of the potential reach and impact of your posts and comments. Consider the broader implications of your content to maintain a positive public image for the university, the Library, or a departmental library or unit.
8. Direct Outreach for Clarification
- If in doubt about the appropriateness of a post or potential implications, reach out directly to the Library’s Chief Communications Officer for clarification and/or guidance. The Library’s Chief Communications Officer can provide expert advice and ensure that social media content aligns with broader communication strategies.
9. Crisis Communication Protocol
- In the event of a crisis or sensitive situation, alert the Library’s Chief Communications Officer immediately. Swift and coordinated communication during crises is crucial. The Library’s Chief Communications Officer will provide guidance on messaging and actions to mitigate potential negative impacts.
By adhering to these guidelines, the University Library aims to create a positive and inclusive online presence that reflects the values and mission of the Library and the broader university community. All Library employees involved in social media activities are expected to familiarize themselves with and abide by these guidelines. Not following the guidelines may result in the removal of the employee’s Library’s social media access and potential disciplinary action.
These guidelines are based on social media guidelines and best practices found on the university’s Office of Strategic Communications and Marketing (formerly Public Affairs) website. Please see https://publicaffairs.illinois.edu/services/social-media/.