Social Media Guide

Every social media platform has its own terms of service, community guidelines, and content policies that govern how accounts may be used. Before creating or managing a University-affiliated account, administrators should review and understand the policies for each platform they use. Creating an account indicates acceptance of that platform's terms.

Review the current terms and policies for these commonly used platforms:

• Facebook: ;https://www.facebook.com/legal/terms
• Flickr: https://www.flickr.com/help/guidelines
• Instagram: http://instagram.com/about/legal/terms
• Threads: https://help.instagram.com/179980294969821
• LinkedIn: https://www.linkedin.com/legal/user-agreement >
• Pinterest: https://about.pinterest.com/en/terms-service
• Reddit: https://www.redditinc.com/policies/user-agreement-september-12-2021
• Snapchat: https://www.snapchat.com/term
• Tumblr: https://www.tumblr.com/policy/en/terms-of-service
• X/Twitter: https://twitter.com/tos
• YouTube: https://www.youtube.com/t/terms

• Identify account administrators. Identify the main point of contact for social media communications and everyone who will have administrative access to your accounts.
• Understand account access. Be familiar with how each platform provides control and access to your account. Some platforms, such as Facebook, have multi-tiered access controls, assigning control over a page to a Business Manager account rather than an individual.
• Set expectations. Ensure everyone has the same expectations and understands who is responsible for what.
• Determine the approval process. Establish who will approve content, respond to comments and engage with other social accounts across all platforms.

• Identify your audiences. Who do you want to reach and engage on social media?
• Set goals. What do you hope to accomplish?
• Determine your strategy. Use your goals and audiences to determine what type of content you will post, which platforms you will use and how often you will post. Choose the platforms that will best engage your audiences and help you accomplish your goals.
• Create a plan. Compile this information into a plan that outlines your objectives, key messages and target audience(s).

Requirements

• All University-affiliated accounts must be approved for branding and logo use
• Accounts must be created by an authorized employee or representative
• Accounts must be tied to a University-managed email account (not a personal email)
• At least two University employees must have administrative access
• Students may not serve as account administrators
• Accounts must not be linked to fake or “dummy” profiles

Units must also provide account and administrator information to the University’s social media specialist.

Setting Up Your Account

When creating or updating a social media account:

Best Practices:

• Naming: Use a name that clearly aligns with UMB branding
• Bio: Describe your unit and its connection to UMB
• Profile Image: Use a consistent, recognizable image (UMB logo recommended)
  • Avoid frequently changing profile images, as this can confuse users.
• Cover Image: Use high-quality images that reflect your unit or campus

X (Twitter):

• Profile: 400 x 400 px
• Cover: 1500 x 500 px

Facebook:

• Profile: 170 x 170 px
• Cover: 1200 x 628 px

LinkedIn:

• Profile: 300 x 300 px
• Cover: 1128 x 191 px

Instagram:

• Profile: 320 x 320 px

• Facebook: 1–2 posts per day
• Instagram: 3–7 posts per week
  • Focus on Reels and limit excessive Stories
• X (Twitter): 1–5 posts per day
• LinkedIn: 1–5 posts per day

Avoid overposting, which can reduce engagement.

Content is at the heart of social media. What you say and share reflects your unit or department and helps shape its story. When deciding what to post, protect confidential, proprietary, and private information. If you are unsure whether something is appropriate to share, don’t post it. Always follow University policies regarding confidential information, including the Family Educational Rights and Privacy Act (FERPA) and the Health Insurance Portability and Accountability Act (HIPAA).

Keep these tips in mind when deciding what to post:

• Know your audience: Think about how your department can add value to conversations that are already happening, as well as what conversations it can start and lead.
• Share your strengths: People are more likely to engage with content when they view the department as an expert on the topic. For example, information about getting a flu shot during flu season is likely to be more trusted when it comes from the School of Medicine than the School of Law.
• Be active: Maintaining a social media presence requires ongoing attention and resources. Account managers should check their accounts for at least a few minutes each day and share fresh content regularly. If an account becomes inactive, consider assigning someone else to monitor it or deleting the account.
• Be timely: Share information when it is relevant and new. A short amount of accurate information delivered when people need it is more effective than a full report shared after an issue or event has passed.
• Curate your content: Short posts, photos, and videos tend to drive high engagement. Use links and a URL shortener when a URL is excessively long or complicated. Keep hashtags short and, when appropriate, use #UMBaltimore.
• Study analytics: Regularly review your social media analytics to understand what is and isn’t working. Use what you learn to continue creating content that engages your audience.

Topics for Consideration

• Achievements/initiatives by students, faculty, staff, and alumni
• Behind-the-scenes access
• Explaining research
• Fun facts and tips
• Success stories and awards
• Upcoming department or UMB events
• Photos from University happenings
• Media coverage highlights
• Old photos (#ThrowbackThursday)
• Videos
• Anything that supports UMB’s mission, values, or strategic goals

UMB encourages open and respectful dialogue on social media platforms.

Expectations for Comments

• Relevant to the topic
• Constructive and respectful
• Free of profanity, threats, or personal attacks

Moderation Guidelines

• Inappropriate content (e.g., abusive, threatening, spam) should be reported to the platform
• Spam, advertising, or harmful links should be reported
• Comments that do not align with University values may be hidden (if the platform allows)

As a public institution, UMB must respect free speech. Comments generally should not be deleted, unless permitted under platform policies.