Social Media Guidelines
Social media offers an incredibly effective way to engage others in Stony Brook’s mission to make a positive impact on our community, nation and world. By using social media in a smart and well-considered way, you have the opportunity to reach audiences and drive outcomes FAR BEYOND expectation. But building a social media presence takes significant time and commitment, and often the best way to promote your message is to make the most of what already exists successfully.
The following is a set of guidelines and best practices developed to assist University employees in optimizing their social media efforts for and on behalf of the University. Stony Brook employees are subject to these guidelines to the extent they identify themselves as a Stony Brook employee (other than as an incidental mention of place of employment in a personal blog on topics unrelated to Stony Brook). If you have suggestions or comments about these procedures, please contact Chris D’Orso in Enrollment Communications at firstname.lastname@example.org.
Authorized Stony Brook Social Media Sites
Authorized sites – official online publications of University departments, programs, and centers – are eligible to be listed on the University’s Connect page at stonybrook.edu/social. To obtain authorization, a responsible department head must email the Assistant Director of Enrollment Communications, Chris D’Orso, identifying the department, center, or program listed and the URL of the social media site(s). The department head or dean need not directly manage the site but is ultimately responsible for the site’s content and adherence to applicable law, policy, and University guidelines.
Before you do anything with or for Stony Brook social media, you must remember and embody what the Stony Brook FAR BEYOND brand represents: ambitious ideas, imaginative solutions and exceptional leadership. In every post you create, promote and distribute to the world, regardless of channel, keep this essence in mind and use it as a filter for both your content and its message. All posts must adhere to the University’s conduct code, our guiding principles of community and key employment notes.
Before creating a new account, you should seek written approval from the marketing liaison for your School, College, division, or campus:
University Administration: Chris D’Orso, email@example.com
Student Affairs: Sonia Garrido, firstname.lastname@example.org
Academic Affairs: TBD
College of Arts & Sciences: Rachel Rodriguez, email@example.com
College of Engineering & Applied Sciences: Chris Maio, firstname.lastname@example.org
College of Business: TBD
School of Journalism: TBD
School of Marine & Atmospheric Sciences: Mark Lang, email@example.com
School of Professional Development: Chuck Taber, firstname.lastname@example.org
Stony Brook Medicine (including all programs/departments), Stony Brook Children’s (including all programs/departments), all HSC Schools: Vicki Mullin, email@example.com
Advancement: Betsy Craz, firstname.lastname@example.org
International Academic Programs: TBD
Athletics: Brian Miller, email@example.com(Note: All Stony Brook Athletics social media policies, concerns, and requests should go through Athletics)
All relevant university social media account passwords must remain on file with your designated marketing liaison, and/or the marketing liaison must be listed as a full administrator on the account, depending on the platform.
Any accounts that are found in violation of these procedures will be considered fraudulent and are subject to censure and/or disciplinary action.
Note: University policies place restrictions on who may approve contracts and formal agreements. The terms and conditions associated with the creation of many social media accounts are often viewed as formal agreements. Please carefully consider whether written approval from the dean, vice president, or vice provost of your School, College, or division may be required.
Guidelines and tips
- Before getting involved with social media, consider your objectives and your target audience. Consider whether a social medium is the right conduit to meet these goals. Finally, develop a strategy for how you’ll use your chosen medium. If you’d like assistance in building a strategy, contact your departmental marketing liaison or Chris D’Orso in Enrollment Communications.
- Each medium carries its own set of customs and etiquettes, and a unique lexicon. Take time to study the channel you’ll be working with prior to posting content to avoid being considered inauthentic and uneducated by the online community. Keep in mind that you are a University representative and will be perceived as such.
- Most social media require significant supervision and time commitments. Be prompt in responding to questions and feedback, and do your best to keep the flows of information and conversation continuously active.
- Make sure it is clear to your community who you are and what your role is as a University employee. Authenticity is a fundamental component of any social media environment.
- Make sure the content you post is appropriate for your audience and what you want to achieve. Be factual, provide sources or links for claims you make, fix errors quickly, and don’t spam.
- You must keep your business / professional use of social media completely separate from your personal use. Use of University resources (time, equipment, networks) for personal purposes violates both State law and University policy. Accordingly, your use of social media as a University representative may not link to or reference content in your personal profile/account.
- Be tolerant of others’ opinions, avoid antagonizing anyone, and take the high road when provoked. Remember, you are a member of the Stony Brook community, and so represent not only your department but also the University itself.
- Part of what makes social media such a powerful tool is its ability to produce a pleasant environment for open dialogue. Therefore censoring dialogue is not common. However, circumstances will arise when, as a forum host, you must initiate action to remove user-generated content. At the outset, articulate a clear behavioral policy for your audience. Consider how your failure to remove discriminatory or defamatory content would be perceived by the poster, your forum audience and the general public.
- Don’t overreact to the appearance of negative content, but do address it. Keep in mind that removing a negative post may put an idea out of sight, but discussing and deconstructing it has the power to change minds.
- Be careful not violate any University, state or federal privacy laws, including FERPA. Do your best to keep your audience from revealing private data on your channel as well.
- Use Stony Brook logos only if authorized by the University as per policies set by the Office of Communications and Marketing. All social media accounts must utilize proper university branding, and only “@stonybrooku” accounts should utilize the shield logo alone as an icon. See stonybrook.edu/brand for more information, including image guidelines and editorial tips.
- Make sure you have permission to deploy any media you post not already in the public domain.
For tips regarding safety and protecting your identity on social media platforms, visit staysafeonline.org.
Social media offers current and prospective students, employees, and alumni many opportunities to get involved with our campus community and to share knowledge. Online communities, however, sometimes give us a false sense of security. All users of our social media channels should abide by the following guidelines:
- Do not post personal information, such as your phone number, address, social security number, class schedule or anything else you wouldn’t want complete strangers viewing. Use privacy settings to control who can see your profile/posts.
- Always be respectful in the content you add to a discussion. Be tolerant of others’ opinions, avoid antagonizing anyone, and take the high road when provoked. Remember that anything you post may be viewed by your parents, teachers, or future employers. Use good judgment and think before you post.
- Respect copyright and fair use laws. Don’t post anything copyrighted or pictures that include other people (even your friends) without their permission.
- Stony Brook University administrators do not search for students or monitor social media pages not affiliated with the University. However, we do reserve the right to take action when content that violates University policies or laws is brought to our attention.
- Be honest, transparent, creative, and, most of all, have fun.
- Our social media efforts encourage active discussion and sharing of information and thoughts.
- We are not responsible for comments or wall postings made by visitors. Comments posted also do not in any way reflect the opinions or policies of Stony Brook University.
- Any post that does not adhere to Stony Brook University’s Title VII and Title IX policies on sexual assault and harassment may be subject to investigation. The following links can be visited for more information. Title VII Title IX
- We reserve the right to remove comments that are racist, sexist, abusive, profane, violent, obscene, spam, that advocate illegal activity, contain falsehoods or are wildly off-topic, or that libel, incite, threaten or make ad hominem attacks on Stony Brook students, employees, guests or other individuals. We also do not permit messages selling products or promoting commercial, political or other ventures.
- Familiarize yourself and abide by the terms of service or community guidelines of the platforms you use. There are rules regarding the use of images and music, promotions, and more. Social media sites can freeze or delete your account with no advance notice if you do not abide by their terms of service.
- In addition, election campaign materials or postings otherwise deemed inappropriate will be deleted by the page administrators.
We would like to acknowledge the following Universities for their assistance in developing these guidelines: University of New Hampshire, West Virginia University, Grand Valley State University, and DePaul University.
Social Media During a Crisis
Stony Brook University communicates with the campus during crises via social media. The following sites are considered the official primary social media sites during an incident:
Members of the Social Media Users Group and other users throughout the University are encouraged to repost or retweet official crisis communications.
Chancellor's Task Force on Social Media Responsibility
In late 2015, SUNY Chancellor Nancy Zimpher established the Chancellor's Task Force on Social Media Responsibility. The task force was established in response to ongoing issues across SUNY campuses involving anonymous threats on social media networks. Its goal is twofold: one, to develop guidelines for campuses on educating their students and campus population on best practices for engaging on social media; and two, to develop guidelines for campuses on how best to respond when a threat does occur.
"If You See Something, Say Something" is a globally recognized campaign that was born in the wake of 9/11 as a tactic to involve citizens in efforts to prevent acts of terrorism. One of the main goals of this campaign is to encourage people to think of preserving not only their own safety, but also to take actions to preserve the safety of their community. The concept of not being passive when you see something that could be harmful to others can be applied to social media as well.
Threats conveyed over social media have real legal consequences, even if made in jest and/or via theoretically anonymous applications. Many students are unaware that others who have made threats online, including threats that were believed to be anonymous, may face significant prison time as a consequence for their actions. Threats made online, even when analyzed not to be serious, are not taken lightly and should not be posted under any circumstances.
Threat analysis and incident response
Once the University Police or Emergency Management have been notified of a threat they will begin the process of analyzing the threat. In addition to analyzing the threat, University Police or Emergency Management will begin notifying campus leadership of the threat and their informed opinion on the validity of the threat. Other notifications may be made to SUNY System Administration and to local or other law enforcement agencies for technical or operational support if needed.
If the threat is determined to be credible, the University Police or Emergency Management will initiate a criminal investigation. The Chief of Police, Director of Emergency Management and/or their designees will advise campus leadership on response options and suggested changes to campus status including limited/full evacuations, sheltering in place, building closures, and class cancellations.