This section applies to those posting on behalf of an official University unit, though the guidelines may be helpful for anyone posting on social media in any capacity.

• Creating a page: Before creating a new official social media account, departments must consult with the Office of Marketing and Communications. In many cases, existing University social channels can better reach your intended audience without creating another account. New accounts should only be created when there is a demonstrated strategic need, long-term staffing plan and sustainable content strategy.
• Think twice before posting: Privacy does not exist in the world of social media. Consider what could happen if a post becomes widely known and how that may reflect both on the poster and the University. Search engines can turn up posts years after they are created, and comments can be forwarded or copied. If you wouldn’t say it at a conference or to a member of the media, consider whether you should post it online. If you are unsure about posting something or responding to a comment, ask your supervisor for input or contact the Office of Marketing and Communications .
• Emergency Communication: Emergency communications will be shared through the University's official communication channels, including @UofTampa social media accounts, UTampa.edu and other University communication platforms as appropriate. During emergencies, departments should not independently communicate emergency information unless authorized. Share or amplify official University messaging instead.
• Separate personal from professional. Content that you might share on a personal media site may not be appropriate for sharing on an official University site. Given the public availability of web site information, it is also worth considering how you are represented on your personal site as it relates to your work at the UTampa and how that personal site might lead to your being perceived in your role as a faculty or staff member.
• Strive for accuracy: Get the facts straight before posting them on social media. Review content for grammatical and spelling errors. This is especially important if posting on behalf of the University in any capacity.
• Be respectful: Understand that content contributed to a social media site could encourage comments or discussion of opposing ideas. Responses should be considered carefully in light of how they would reflect on the poster and/or the University and its institutional voice.
• Remember your audience: Be aware that a presence in the social media world can easily be made available to the public at large. This includes prospective students, current students, current employers, colleagues, peers and the media. Consider this before publishing to ensure the post will not alienate, harm or provoke any of these groups.
• Photography/video: Photographs and videos posted on social media sites can be appropriated by visitors. Only post photos that show UTampa in the best light and avoid posting photos with alcohol or photos that may embarrass the people in the photo. Contact the Office of Marketing and Communications with questions.
• Strategy: Social media pages require input and maintenance to be effective. Departments should consider their messages, audiences and goals, as well as a strategy for keeping information on social media sites up to date. New information should be posted on a weekly basis at a minimum. The Office of Marketing and Communications can assist and advise you with your social media planning.
• Use of Disclaimers: It is good practice to post a disclaimer on your chosen social media site stating you reserve the right to remove inappropriate comments. Here is an example you can use as a basis, please amend as appropriate:
  • The views and opinions expressed on the University’s social media sites do not necessarily represent those of The University of Tampa. The University of Tampa cannot be held responsible for the accuracy, currency or reliability of information posted by external parties.
• Content: If someone posts an opinion about the University that is negative, it should not necessarily be removed. Try to positively respond to the poster’s comment. Check social media pages daily and respond to questions asked by end users. Remember that many viewers may want to know the answer to the posted question.
  • Respond professionally. 
  • Don't argue. 
  • Hide or delete comments when they violate guidelines. 
  • Escalate sensitive issues to the Office of Marketing and Communications. 
  • Report threats to Student Conduct immediately.
• Link back to the University: Whenever possible, link back to the University of Tampa website. Ideally, posts should be very brief, redirecting a visitor to content that resides within the UTampa web environment. 
• Posting to Social Media Outlets: When naming pages or accounts, selecting a profile picture or icon and selecting content to post — names, profile images and posts should all be clearly linked to the particular department or unit rather than to the institution as a whole.
• Student Organization Advisers: Often, when students graduate they do not pass on the access information for the organization’s social media pages to the next class of organization leaders. As an adviser with access, you can facilitate the continuity of the organization’s social media presence. Also, advisers should regularly monitor the content of the organization’s social media sites.
• Security: Official accounts should enable multi-factor authentication whenever available.
• Brand Associations: UTampa is a positive and strong community brand. Be mindful of who or what you associate with UTampa’s brand.
• Moderation: The University reserves the right to remove comments that:
  • Contain spam 
  • Promote commercial services 
  • Contain profanity 
  • Include hate speech 
  • Threaten others 
  • Violate law 
  • Disclose confidential information 
  • Negative opinions alone should not be removed.
• Brand Representation: Official University accounts represent The University of Tampa and should maintain a consistent visual identity, tone and messaging aligned with University brand standards. Departments should use approved logos, photography and visual assets whenever possible.
• Accessibility: Official University social media content should be accessible to all audiences whenever possible. Examples include:
  • Writing descriptive alt text 
  • Using high-contrast graphics 
  • Captioning all videos 
  • Avoiding flashing content 
  • Limiting excessive emoji use 
  • Avoiding large blocks of all-caps text

Collaborating with University Accounts

Departments are encouraged to collaborate with the University's primary social media accounts whenever possible through shared content, collaborative posts and coordinated campaigns to maximize reach and maintain a consistent institutional voice.

Guidelines for Social Networks

Follow the guidelines below when creating pages on social media networks. If you do not see the network in which you would like to create a page, contact the Office of Marketing and Communications. When creating a new account, please keep in mind the Office of Marketing and Communications requires using a departmental email address and requires sharing the log in with the communications office to help with legacy planning.

TikTok:
The University’s official TikTok account is UofTampa (on TikTok). The Office of Marketing and Communications maintains this account. University departments should not create separate TikTok accounts. If you would like a video posted to UTampa’s TikTok, contact the Office of Marketing and Communications at marcomm@ut.edu.

Instagram:
The University’s official Instagram account is UofTampa. The Office of Marketing and Communications maintains this account. University departments are discouraged from creating separate Instagram accounts unless their social media strategy is approved by the head of their department and the Office of Marketing and Communications. The sharing of appropriate photos is encouraged using #UTampa from personal accounts.

LinkedIn:
The Office of Marketing and Communications maintains a LinkedIn presence and the University considers it the primary presence for the University on LinkedIn. New department pages will be created as showcase pages or groups under the institutional LinkedIn account.

Facebook:
The Office of Marketing and Communications maintains the official UTampa Facebook page at www.facebook.com/universityoftampa. 

The images for all UTampa Facebook pages should maintain a consistent graphic identity and should be coordinated through the Office of Marketing and Communications. Logos should be used in compliance with UTampa graphic standards.

Facebook Guidelines:

• Each time you post content to a Facebook page as the administrator, remember that your post will show up in the news feed of all the people who have “liked” the page. To reach the maximum audience, always post official UTampa business as the administrator.
• Do not share your Facebook login with others. If you want someone to be able to administer a Facebook page, ask him/her to first “like” the Facebook page and make him/her an admin via Facebook settings.
• Check your page morning, mid-day and before you leave work.
• Watch out for advertisers posting to your page as fans or with comments. Delete these posts as spam. If your page is overwhelmed with spam, people will stop visiting and unlike your page.
• For more information visit Facebook Help Center.

X:
The Office of Marketing and Communications maintains the official UTampa X account @UofTampa. X accounts may be created by departments for posting information about the department. Before creating your account, contact the Office of Marketing and Communications to discuss naming conventions. If you create a department X page, you must use a UTampa departmental email account for the admin account login, i.e., marcomm@ut.edu.

X Guidelines:

• To raise the visibility of your posts, utilize hashtags (#) to add your X post to the other X feeds related to your topic.
• The official University hashtag is #UTampa
• Don’t follow someone just because they follow you. Review the feed from the requestor and see if their content is appropriate for your feed to connect with.
• For more information visit X Support Center.

YouTube:
The Office of Marketing and Communications maintains the official UTampa YouTube channel at www.youtube.com/UTChannel. If you would like a video posted to UTampa’s YouTube channel, contact the Office of Marketing and Communications at marcomm@ut.edu. Video formats must be .mov, .avi or other YouTube-approved formats. Departments should not make separate YouTube channels. Read more video guidelines for UTampa departments.

Blogs:
No employee should write a blog on behalf of the University without permission from their area’s department head and the Office of Marketing and Communications. Departments that employ students to write blogs should review the content before posting it online. The department will be held accountable for the content of student blogs. 

Emerging Platforms
Departments may not establish official accounts on emerging social media platforms without approval from Marketing and Communications.