Social Media Policy
Initially approved: October 7, 2025
Effective: February 1, 2026
Policy Topic: Governance and Administration
Administering Office: Marketing and Communication, Legal Counsel
I. Policy Statement
蘑菇短视频 (WCU) supports the official use of Social Media to communicate
with audiences connected to the University community, including students, prospective
students, parents, employees, alumni, donors, visitors, fans, and the greater region.
This Policy, along with its Supplemental Regulations, establishes the standards, guidelines, and procedures for the creation and management
of social media accounts that represent 蘑菇短视频 (WCU) in an official
capacity. Its primary purpose is to protect the University鈥檚 reputation, ensure compliance
with applicable laws and policies, and provide clear expectations for employees who
manage or contribute to University-owned accounts.
This Policy is not intended to govern or restrict personal use of social media by
students or employees, nor does it apply to student-run or student-organization accounts
except in limited circumstances where such accounts are formally designated as Official
Social Media Accounts or where their activities may reasonably create reputational,
legal, or operational risks for the University.
By establishing clear requirements for University-managed accounts, this Policy seeks
to safeguard both 蘑菇短视频and its employees, ensuring responsible communication, protection
of confidential information, and consistency in representing the University across
all platforms.
II. Scope and Applicability
- This Policy applies to all Social Media accounts representing 蘑菇短视频and its departments,
units, centers, colleges, schools, or programs.
- This Policy does not apply to personal Social Media accounts of students or employees.
- This Policy does not apply to Social Media accounts operated by student organizations,
unless those accounts are formally designated as Official Social Media Accounts or
are determined to have the potential, based on their nature, reach, or scope, to cause
substantial reputational damage to the University or compromise its image. Such determinations
will be made by the Chief Marketing and Strategic Partnerships Officer in consultation
with the Vice Chancellor for Student Affairs, the Office of Legal Counsel, and other
members of University Leadership, as appropriate.
III. Definitions
鈥淎肠肠辞耻苍迟鈥� any page or profile used to represent an entity on a social media platform
鈥淎ccount Administrator鈥� Any University employee or contractor with login credentials who is designated the
duty to serve as an administrator for an Official Social Media Account.
鈥淐hief Marketing and Strategic Partnerships Officer鈥� The executive responsible for overseeing University communications and marketing
strategy, including Social Media.
鈥淣etwork of Accounts鈥� The collective group of Official Social Media Accounts.
鈥淥fficial Social Media Account鈥� Any Social Media account approved by the social media Team and the Chief Marketing
and Strategic Partnerships Officer that represents 蘑菇短视频or one of its departments,
units, centers, colleges, schools, or programs.
鈥凄别辫补谤迟尘别苍迟蝉/鲍苍颈迟蝉鈥� Organizational segments of 蘑菇短视频that may include academic departments, academic support
units, administrative units, research centers, colleges, schools, or officially recognized
programs.
鈥淪ocial Media鈥� Public channels on the Internet designed to facilitate dialogue with audiences and
share relevant public information. Social Media channels include, but are not limited
to, Facebook, Twitter, Instagram, LinkedIn, YouTube, Snapchat, TikTok, and platforms
using interactive geo-location services and any other related systems.
鈥淪ocial Media Team鈥� Led by the Director of Marketing and Communications and overseen by the Marketing
Manager, the Social Media Team includes staff from departments and units deemed appropriate
by the Chief Marketing and Strategic Partnerships Officer. The team鈥檚 function shall
be to review and recommend changes or additions to this regulation and guidelines,
advise university employees on the regulation, and encourage compliance with this
regulation.
鈥淓苍驳补驳别鈥� Refers to any form of interaction with content or users on a social platform. This
includes actions such as creating or sharing posts, commenting, replying, liking,
reacting, tagging, direct messaging, following or unfollowing accounts, and participating
in discussions or trends.
IV. Standards and Practices
All Account Administrators are required to comply with the standards and practices
set forth in this Policy and its Supplemental Regulations. Use of Social Media accounts
must not be in violation of this Policy, state or federal laws, or related policies
and regulations, including, but not limited to:
Account Administrators are responsible for ensuring that Official Social Media Accounts
they administer comply with the following:
Public Records
- The posts of Account Administrators and any comments, messages, or content submitted
or posted by others on Official Social Media Accounts are subject to the N.C. Public
Records Act and may be disclosed to third parties when required by law.
Moderating Content
- Account Administrators have the discretion as to whether to open comment sections
on their Official Social Media Accounts. When a comment section is maintained as open,
commentary by users, even when harsh or critical of the University or others, should
generally not be deleted. In the event of commentary that constitutes true threats,
incitement of violence or lawless action, fighting words, libel or defamation, obscenity,
unlawful harassment or discrimination, invasion of privacy, bullying or cyberbullying,
or comments that are otherwise not protected speech, the University reserves the right
to hide or delete such comments.
- Negative or critical commentary shall not be grounds for removal of University posts.
Posts may only be deleted or archived when they violate clearly articulated terms
of service, infringe copyright or trademark, or are otherwise not protected speech.
Prior to removal, posts must be archived in accordance with public records requirements.
- If an Account Administrator decides to close comments after the post has been open
to comments, the public commentary should remain public, if possible, and comments
that cannot remain public must be archived in accordance with public records requirements.
- Account Administrators must consult with the Office of University Communications and
Marketing prior to the removal of any University post. UCM will coordinate with University
Counsel in cases involving legal interpretation, public records compliance, or potential
liability.
Copyright and Trademarks
- All content shared to an Official Social Media Account must be owned, licensed, or
otherwise authorized by the University. Content owned by third parties shall not be
posted without the express written permission of the copyright holder, or a valid
license from the trademark holder. Appropriate attribution to the source must be included
where required. See University Policy 84, Copyright Policy.
Political Activity
- No Account Administrator may engage in political activity on Official Social Media
Accounts. Political activity means actions directed toward the success or failure
of a candidate for public office, political party, or partisan political group including
but not limited to, campaigning, political management, and soliciting financial contributions
for political purposes.
- All posts must comply with current 蘑菇短视频and UNC System Policies. If there is any uncertainty
about compliance, account managers should consult the Office of Legal Counsel before
posting.
Confidentiality
- Confidential information about WCU, its faculty, staff, or students may not be shared
on Official Social Media Accounts.
Endorsements
- Official Social Media Accounts may not endorse or promote non-University entities
unless approved through authorized sponsorships. Accounts may, however, share information
about community opportunities, programs, or resources that serve the interests of
the University community. Such sharing should be informational in nature and must
not create a real or perceived conflict with the University鈥檚 official sponsors, partners,
or affiliated entities.
Personal vs. Professional Use
- 蘑菇短视频encourages responsible use of personal Social Media accounts. Administrators of
Official Social Media Accounts must ensure clear separation between personal opinions
and official University messaging to avoid conflicts of interest or unintended harm
to WCU鈥檚 reputation.
V. Procedures
Official Recognition
- All Official Social Media Accounts must be approved by the social media team in consultation
with the Chief Marketing and Strategic Partnerships Officer. Unauthorized accounts
may not use University branding, resources, or materials.
- All departments and units with approved social media accounts must register their
accounts through the university鈥檚 registration form found in VI. Related Policies
and Resources. Upon completion of the approval and registration process, all approved
social media accounts will be publicly listed by the university in a directory on
the 蘑菇短视频social media website.
Account Administration
- All Official Social Media Accounts must be administered by at least two non-student
University employees, along with UCM鈥檚 administrative access.
- All Official Social Media Accounts must provide administrative login credentials to
the Office of University Communications and Marketing (UCM) to support account administration
turnover, crisis communication management, and capacity issues.
- Administrative access to Official University Social Media Accounts may only be granted
to University employees and UCM. Non-University entities, including affiliated foundations
and partners are prohibited from serving as administrators.
VI. Roles and Responsibilities
The Office of University Communications and Marketing is responsible for implementing
this Policy and reviewing it regularly to ensure consistency with best practices,
policies, and regulations.
Violation of this Policy may result in loss of account access or other disciplinary
action.
VI. Related Policies and Resources
This Policy shall be reviewed and revised as necessary every four (4) years.
VII. Related Policies and Resources
University Copyright Policy
蘑菇短视频Branding Guidelines
Social Media Website
Information Privacy Policy