91直播 aims to take a strategic and streamlined approach to social media management by prioritizing featured content from across the university on our primary social media channels. This approach helps Campbell reach the largest possible audience by ensuring that high-quality stories get the attention they deserve while upholding the university鈥檚 core values of integrity, respect, humility, and service and support of the institution鈥檚 Christ-centered identity. All university social media communications and language should be reflective and consistent with Campbell鈥檚 mission and values.
Purpose
To develop and maintain a reputation for 91直播鈥檚 social media presence as an important forum for conversations and relationships; to use social media as an integral part of an overall communications strategy to maintain and increase the prominence of University programs, initiatives, and members of its community; and to engage a full range of constituencies in new and flexible ways.
To maintain the University鈥檚 reputation of excellence, the different departments and offices of Campbell should work collaboratively to communicate to our various constituencies about the quality work of faculty and students, the endeavors we undertake in higher education, and the many service efforts we make in our community to create sustainable programs.
Application of this policy
This policy applies to social media accounts affiliated with the University for the official business purposes of Campbell. Any account using the Campbell name, or representing one of our schools, teams or programs, must follow these guidelines, including:
- Schools and/or colleges;
- Departments and/or programs;听
- Official athletic teams; and
- Official undergraduate and graduate student organizations
University Communications & Marketing (鈥淯COMM鈥�) will review existing accounts regularly and may seek to close those accounts that are inactive or not in compliance with this policy. In addition, failure to comply with this policy can result in disciplinary action up to and including suspension or termination and, in some cases, civil or criminal liability.
Policies for all social media activity
Protect Confidential and Proprietary Information
Any employee, student or vendor managing a 91直播 social media account must adhere to all applicable university privacy and confidentiality policies. Do not post confidential or proprietary information about 91直播, students, employees, trustees, donors, or alumni. Pay particular attention to the applicable federal requirements, such as the Family Educational Rights and Privacy Act (FERPA) and Health Insurance Portability and Accountability Act (HIPAA), as well as NCAA regulations. Respect privacy laws, including the Family Educational Rights and Privacy Act (FERPA) and the Health Insurance Portability and Accountability Act of 1996 (HIPAA).
Avoid using confidential information about the University, its staff, or students in social media content. Such information includes student grades/performance, admission status, GPA, Social Security numbers, personally identifiable health information (medical conditions or injuries). The University will not ask for, nor should an individual send, credit card or payment information, classified information, privileged information, private information or information subject to nondisclosure agreements via any social network internet communication service.
Additionally, account administrators should be aware of NCAA rules governing interactions between the University and its employees, and prospective student-athletes. Contact the when in doubt.
Sharing confidential information can result in legal action against you and/or 91直播. Never post or comment on any legal matters, litigation, or any parties with whom the university is in litigation.
Respect Copyright and Fair Use
At all times, adhere to copyright laws, fair use guidelines and the intellectual property rights of others and of the university. A good resource is found in the Wiggins Library online resources: .
Do Not Use 91直播 Logos or Graphic Symbols for Endorsements
Do not use the university鈥檚 name or marks to promote a product, business, nonprofit organization, issue, cause or political party or candidate.
Respect University Time and Property
University computers and time on the job are provided for university-related business. Supervisors must make decisions on appropriate use of social media by employees in accordance with individual job responsibilities. In general, use of university equipment and work time for social media should be restricted to activities that benefit and support the mission and work of the university.
Terms of Service
Obey the terms of service of all social media platforms.
Account Management
91直播 aims to provide content about Campbell that is engaging, relevant and informative for our audience. To maintain an active and engaging presence, all Campbell-affiliated social media accounts must post fresh content at least three times per week. Below are platform-specific posting recommendations based on industry standards:
- Facebook: 3鈥�6 posts per week
- X (formerly Twitter): At least 1 post per day (more encouraged)
- Instagram: 3 posts per week; update stories frequently
- LinkedIn: 3鈥�5 posts per week
- YouTube: Avoid 6+ months of inactivity (per platform guidelines)
If an account is inactive for more than one month (or six months for YouTube), the Director of Social/Digital Media Strategy will request that it be closed. Inactive accounts reflect poorly on the university brand.
Posting Content
Employees who manage 91直播 social media accounts are responsible for what they post and must ensure all content is consistent with the university鈥檚 mission, values, and policies, including but not limited to editorial guidelines. If you supervise students who are posting on behalf of the university, you are responsible for their actions on social media. Be aware that postings on social media may be available to anyone. Search engines can turn up posts years after they are created or deleted, and comments can be forwarded or copied without your knowledge.听If you wouldn鈥檛 say it in a public setting, don鈥檛 post it online.听If you are unsure about posting something or responding to a comment, ask your supervisor for input or contact the university鈥檚 Assistant Vice President for Communications and Marketing.
Content Best Practices
- Highlight campus life; showcase students, faculty and authentic Campbell experiences.
- Feature academic or student achievements.
- Design with consistency; use Campbell-branded templates when posting graphics.
- All content must support (and not contradict) the university鈥檚 mission and values.
- Holiday messaging should emphasize Christian distinctiveness.
Content to Avoid
University-affiliated social media accounts, whether managed by employees or supervised students, should not share or repost content that advocates for or against social, political, or cultural issues (including third-party graphics, protest imagery, or news reposts). This includes content related to current events such as movements, protests, legislation, or public figures not directly tied to Campbell.
While the university encourages individuals to use their personal platforms for self-expression, university channels must remain neutral to avoid unintentionally speaking on behalf of the institution or representing the institution. This protects the integrity of the student organization, program or department, the safety of those involved, and the university at large.
Other Do鈥檚 and Don鈥檛s
Do:
- Strive for accuracy. Limit typos, grammatical errors and content that is irrelevant to Campbell鈥檚 audience.
- Maintain the University鈥檚 in content.
- Understand that any content posted may be redistributed through the Internet and other media channels and may be viewed by the general public. Keep in mind that some versions of content may continue to exist even if it is deleted or modified.
- When possible, content should direct users to campbell.edu.
顿辞苍鈥檛:
- Social media platforms are not to be used to post lengthy policy or procedural information, nor should they be used as a means of sharing admission criteria. Direct users to official University websites, electronic resources, or publications for such information.
- Post content as the department and not as an individual. This maintains the privacy of the individual maintaining the page and preserves the consistency of the University鈥檚 voice online.
- Personal texts, photos, videos and other material posted on social media pages should be in keeping with generally accepted professional and/or ethical standards for your field(s) of work and/or study.
- Endorsing commercial products or services is not permitted.
AI Clause
All AI-generated images, videos, or text require UCOMM review before posting. AI-generated representations of students or faculty are prohibited without explicit UCOMM approval.
Account Requirements
91直播 Main Social Accounts
91直播鈥檚 official social accounts are maintained UCOMM and use the handle 91直播 on , and and @campbelledu on and . The audience of the University鈥檚 main accounts consists of current students, prospective students, influencers, alumni and friends.
Collaborations: Collaborations with the University鈥檚 main accounts can elevate a sub-group or organization鈥檚 reach and grow its following. Collaborations can happen in two ways:
- Working alongside the University鈥檚 social media team to create a content campaign; and
- Submitting created content for review and approval.
External Communications: Campbell鈥檚 social content is designed to be external communication, which means it is designed for an external audience. Content that is targeted at internal audiences like faculty/staff will only be shared on an as-needed basis.
Promotional Posts: Promotional posts are content that asks the audience to pay for an item or is fundraising in nature. UCOMM will review promotional posts on a case-by-case basis for approval.
Exception: Founders Week, Campbell Day and Campbell TAG Day
University-Affiliated Accounts
Any new account must be created or approved by an authorized UCOMM administrator. Contac the Director of Social/Digital Media Strategy or fill out the social media account registration form for approval. [LINK] The requestor must demonstrate a significant need to communicate outside of existing accounts and the resources for maintaining the account in order to receive approval.
Departments or units of the university that have previously created social media accounts through personal logins by employees or have not registered their account with UCOMM also must fill out the social media account registration form for approval. [LINK]
All accounts recognized by the university must be linked to an administrative email address (e.g., campbellsocial@campbell.edu), not a personal email (e.g., jdoe@campbell.edu) and have no less than two Campbell employees as administrators at all times to ensure adherence to this policy.
- If a Campbell employee administrator of an account leaves the University for any reason or no longer wishes to be an account administrator, it is the department鈥檚 responsibility to remove that person as an account administrator and designate another employee to that role. UCOMM must be notified of any changes to maintain administrative oversight.
- UCOMM must have administrative access to all university-affiliated accounts.
- Authorized administrators are fully responsible for all content posted by his/her departmental account and any actions that take place using the account.
If students are granted access to official university-affiliated accounts, they must:
- be vetted by their supervisor or account administrator; and
- review and agree to Campbell鈥檚 social media guidelines (and any unit-specific policies)
When student access is no longer needed, the account password must be changed immediately.
Platform-specific exceptions and notes:
- LinkedIn: Requires a personal profile to create a business page. The Director of Social/Digital Media Strategy must be added as an administrator.
- Facebook: Even though setup may use a personal profile, accounts should still be tied to a designated administrator email.
- Facebook Integration: All official Facebook pages must be integrated into Campbell鈥檚 Facebook Business Manager. Contact the Director of Social/Digital Media Strategy to complete this process.
Naming Structure and Brand Management
To maintain clarity and consistency across platforms, account names must follow approved naming conventions. Users of official 91直播 social media channels should reinforce the Campbell brand at all times. Official social media avatars/icons are available from UCOMM.
Platform Guidelines
- Facebook & LinkedIn: Page name must begin with 鈥�91直播鈥�
Example: 91直播 School of Engineering - YouTube: Channel name must begin with 鈥淐ampbell鈥�
- Instagram, X (Twitter), TikTok:
- Handles should match across platforms (e.g., @campbelledu)
- Display names should begin with 鈥�91直播鈥� or 鈥淐ampbell.鈥�
Bio/About Section
Include language like: 鈥淭he official [platform] account for 91直播鈥檚 [unit or program].鈥�
User Engagement
Social media platforms should encourage communication through commenting, replying and liking posts/tweets. The following guidelines are in place to prevent malicious comments on university pages:
- Comments must be relevant to the topic discussed.
- Comments that are off-topic, abusive, contain profanity, are threatening in tone or devolve into personal attacks should be hidden or deleted immediately.
- Posts that contain links that are determined to be spam, sales, or advertising should be removed immediately.
- Enabling public wall posts is at the discretion of the authorized user of the page. By enabling this feature, the department is responsible for addressing public posts promptly and professionally.
- Do not engage in arguments or post inflammatory comments or statements in response to any negative or derogatory comments about the university.
Engaging with Students and Student Content
- Tag officially registered student groups/teams (e.g., Campbell Football) when appropriate instead of individual students.
- Use caution when retweeting or reposting content originated by a student user. While retweets are not endorsements, they display those users (and their content) to our audience.
Personal Use and Representation
91直播 expects employees to use good judgment and discretion when using or accessing social media, ever aware of the importance of advancing the university鈥檚 mission, upholding its policies, and dedicating their best efforts to the broad interests of the university. All university policies related to standards of professional conduct, unacceptable behaviors and use of the university鈥檚 resources also apply to the use of social media. The same policies and professional expectations for interacting with students, parents, alumni, donors, media, and other university constituents apply online as in other situations. Employees who use personal social media accounts should refrain from presenting themselves as official representatives of the University. Consider adding 鈥渧iews expressed are my own鈥� in your social media profile. Employees are liable for anything they post to social media sites in violation of this policy.
听
Student Organization Social Media Accounts
UCOMM does not create or manage accounts on behalf of recognized student organizations. Responsibility for the creation of a social media presence rests with the members of recognized student organizations. Student organizations must be clear in descriptions of their accounts that they are not official departments or offices of 91直播. The 91直播 Student Handbook governs all content published through social media accounts managed by student organizations.
Emergency/Crisis Communication
In the event of a crisis or campus emergency, 91直播 will utilize social media as a vital communication channel. Information posted on social media channels during a crisis or campus emergency should direct followers to the 91直播 homepage. All accounts should follow the lead of the main 91直播 accounts on and
- Administrators of 91直播 social media channels should not post information about an emergency/crisis before the main university accounts.
- Administrators of 91直播 social media channels should not reinterpret, add to or delete from language used in crisis or campus emergency notifications.
- If there is a safety concern resulting from a post on an account you oversee, contact Public Safety immediately. After contacting Public Safety, send an email to cuweb@email.campbell.edu with a screenshot of the post.
Troubleshooting
UCOMM will monitor accounts/pages on a regular basis. If an issue comes up, please contact UCOMM to discuss resolution.
Exemptions from this policy
This policy does not apply to private student or employee social media accounts.