University at Buffalo (UB)
Whether you're using social media to promote the university, your work, or just connect with family and friends, we pulled together some best practices to help employees who may have questions about utilization, based on the purpose of the account.
Accounts utilized primarily to conduct university business
Accounts used to regularly conduct both university business AND connect with family, friends and personal interests
Accounts used primarily to connect with family, friends and personal interests
Defined as any social media account created as, and utilized by, an individual faculty or staff member, using their own name, primarily to promote their research or their work, connect with higher-ed peers, assist with recruitment efforts, community outreach or otherwise conduct university busines.
Employees are expected to abide by all:
Employees should also follow the policies and guidelines of the social media platform in which the account is operating.
Additionally, employees who use their social media accounts to conduct university business are asked to follow the best-practice recommendations below:
Finally, employees are responsible for what they post on any social media account. The views and opinions expressed by individual employees do not represent the official positions of the University at Buffalo.
Note: Professional employee accounts are NOT considered official UB social media accounts. For definitions and guidance for official UB social media accounts, please review UB’s Official Social Media Account Expectations.
Defined as any social media account created as, and utilized by, an individual faculty or staff member for both regularly conducting university business (e.g., promote research and/or work, connect with higher-ed peers, and recruitment) as well as personal use (e.g., to connect with family and friends, and follow personal interests).
Employees are expected to abide by:
Employees should also follow the policies and guidelines of the social media platform in which the account is operating.
Hybrid accounts are not permitted to use UB trademarks in their account icon(s) or cover photo(s). However, you may use a photo taken on/of campus and may use UB’s photo database to find images.
Additionally, employees with hybrid accounts should follow the best-practice recommendations below:
Please note, employees are responsible for what they post on any social media account. The views and opinions expressed by individual employees do not represent the official positions of the University at Buffalo.
Defined as any social media account utilized by a faculty or staff member primarily for personal use (e.g., to connect with family and friends, follow personal interests) or other purposes that are not affiliated with their role at the university.
Faculty and staff should be aware of how they present themselves on their personal social media accounts to ensure that they are not inadvertently seen as an official university account or speaking on behalf of the university.
To reduce confusion, it is recommended that employee accounts follow the best practices below:
Individuals who choose to affiliate themselves with the university on their personal social media accounts, via the account bio, or by listing UB as an employer, for example, are strongly encouraged to include language within their bio, where possible, to denote that their views do not represent that of their employer, such as, “opinions are my own.”
Including this language may not be possible on all social networks. Furthermore, on certain platforms (e.g., LinkedIn and Facebook), including your employer is a common practice. Still, employees should be mindful that others may view that affiliation and associate you with the university.
Employees are also expected to abide by:
Additionally, personal social media accounts are not permitted to use UB logos or marks in their account icon(s) or cover photo(s) in ways that might be interpreted as representing or speaking on behalf of the university.
Employees are encouraged to use their personal accounts to share their pride and celebrate university milestones and accomplishments and engage with UB social media content.
Please note, employees are responsible for what they post on any social media account. The views and opinions expressed by individual employees do not represent the official positions of the University at Buffalo.
Individual faculty or staff members should utilize this guidance as a resource to identify a designation based on how they are using, or plan to use, their individual social media account(s). It is recommended that if employees are unsure or have questions about what type of account they are operating, they meet with their Unit Social Media Lead to come to a consensus.
Employees’ responsibilities may change over time, or they may leave service. It is recommended that these accounts are set up in a way that allows you to retain followers and community if an employee transitions to another role. Units should consider creating professional accounts with a username that is transferable and not specific to the employee’s name (e.g., @UBDirector vs @JohnSmithDept) and make sure credentials (e.g., email address, passwords) are shared with other members of your team.
Social media accounts for labs are considered professional accounts. Unit Social Media Leads can choose to designate labs as official accounts, as appropriate.
While LinkedIn is a professional networking platform, most employees use the channel to promote their personal accomplishments or individual contributions to UB (as a hybrid or personal account). Professional accounts are those that make an active choice to serve primarily as an ambassador and promote the university and the work being done here.
Employees who want guidance on using their LinkedIn account for brand advocacy, and be considered a professional account, should also contact their Unit Social Media Lead to discuss any opportunities and resources that may be available to them.
It is recommended that each unit decides how best to implement this guidance and integrate it into their employee guidance communications and resources. Units should share this guidance with:
Unit Social Media Leads are encouraged to contact the employee and provide guidance, including suggesting alternatives to use, if they notice a trademark or logo being used inappropriately.
There is no need to take action unless an account that claims to be affiliated with UB is being used maliciously or poses a reputational/issues risk. In that case, please report the account to UB Social for assistance.