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Social Media

KEEP IN MIND

  • Always maintain administrator rights to your accounts, even if handing responsibilities to a student or temporary employee. 
  • All university policies apply on social media accounts representing OU (including privacy and codes of conduct). 

Download this one-page quick reference:

Telling the OU Story with Social Media

Contact: 

If you have any questions regarding social media policies and best practices, please contact UCM at social@oakland.edu

Social Media

By incorporating social media as part of an overall communication plan, we can more effectively tell the stories about OU people, places and programs while supporting the university’s mission. Social media can be a very powerful marketing tool, when used appropriately. Read on to ensure maximum effectiveness.

OVERVIEW

UCM manages Oakland University's main accounts and serves as a social media consultant for the campus community. 

With planning and daily coddling, we have seen incredible growth and success in just the last two years in our ability to engage alumni, the community, prospective and current students with social media. 

While it's ever-evolving, especially in the world of higher education, there are some known truths that we've found in our experience and research:
  • Social media should be built in as a layer of all departments within an organization. Meaning, not every department should have its own Twitter feed or Facebook page. Sometimes it's most effective to contribute the expertise and strategic messaging of your department to an existing social media account. 
  • Even if your department has its own accounts, include plans to collaborate with the official OU social media accounts for maximum exposure. 
  • A communication plan outlining key events and messages for a 12-month period gives you ample time to plan.
  • Daily content and monitoring is crucial. Have a trusted team of quick thinkers and problem solvers at the helm of your social accounts. 
  • Utilize tools like Hootsuite to seek out conversations.
  • Keep learning. Social media changes every single day. Subscribe to tech sites like Mashable and Social Media Today. Join social media groups on Linked In for webinars and white papers.
Getting
Started

As a staff or faculty member who has been charged with the exciting task of growing a social media presence for a department or organization within OU, please use these guidelines as you navigate the quickly evolving world of social media.

  • Read the full social media policy
  • Determine the best approach for your department or group's social media presence, strategy and goals with your account manager. 
  • Register your social media accounts with UCM via this form. They will be listed on the social media directory at oakland.edu/social and the administrator(s) will be invited to a networking and learning group with other social media administrators on campus. 
  • Do not use an official OU logo or spirit mark as your avatar unless UCM creates the profile image for you. 
  • Because of the vast number of OU departmental Facebook pages, at least a few of which your fans are bound to also frequent, it is best to use an image unique to your department. A wide selection of images are available for Facebook cover photos, and you can also contact your account manager for images in the OU photo archives. 
  • To ensure maximum exposure, use the words "Oakland University" spelled out in your Facebook page title or full Twitter name so you will show up in search results for Oakland University.
Platform-specific guidelines:
 

Facebook

  • Create a page, not a "person" or group.
  • Set up a username for your page (e.g., facebook.com/goldengrizzlies), so you can easily refer people to it. Log in to Facebook and visit http://www.facebook.com/username/ to do this.

Twitter

  • Your URL will be twitter.com/username, so choose your username carefully. You want it to be easy to remember.
YouTube
 
Departments should either:
  • utilize the OaklandUniv channel (in which case you will need to involve UCM at the beginning stages of all video projects)
  • create a departmental YouTube channel using a generic gmail address. The department may already have one for other Google services that are not supported by webmail addresses such as Analytics. You will have to specify that the channel is a company channel and disconnect it from Google + in order to name the channel appropriately.

 

LinkedIn
  • Create a group, not a profile
  • You can also request that UCM create a sub-group under the main Oakland University group

 

ICONS/GRAPHICS
Social Media Icons (Profile photos)

All University-approved social networks should use a profile photo/icon designed by UCM. The icons follow specific guidelines to maintain the OU brand while providing a unique visual identity on social media. 

  • Schools/Colleges: black background, gold OU monogram, white text (excluding 'school of/college of', abbreviations may be used in substitute)
  • Secondary units (programs, departments): gold background, slightly smaller OU monogram, light gold lettering for the unit name (font size can vary for emphasis or aesthetics)
    • A single photo may be screened out in the background only if it is specific to the account (no stock art or general OU photography). When a photo is used, the text for the unit name becomes white.
Social media icons bearing the OU monogram and unit name can not be used for any other purpose than as a profile photo on a social networking site. 

Graphics for cover photos and social posts
When promoting events and major campaigns, chances are a graphic package will be needed for print, Web, digital displays on campus, and social media. Let your account manager know that social media is part of the marketing plan so coordinating graphics can be created for various platforms.