MCC Social Media Policies and Procedures

I. Purpose of Social Media at Muskegon Community College

MCC encourages the use of social media to connect with students, employees, alumni, potential students, and the community. Social media is an excellent venue to communicate, share, engage, and discuss events around campus, enrollment, academic programs, student success and much more. This policy defines the rules and procedures for the use of Muskegon Community College Social Media sites to ensure that college-sponsored social media is both legal and in compliance with college brand policies.

2. Policies

2.1
All Official MCC social media sites must adhere to state and federal laws and regulations, and college policies. Only public information may be posted on MCC social media sites. MCC social media sites must not contain sensitive personal information or any information that is categorized as confidential. Any sensitive personal information or other confidential information posted on an MCC social media site must be removed by the site administrator as soon as possible.

2.2
MCC is committed to fostering an educational environment that allows for freedoms of speech and expression in accordance with the First Amendment to the U.S. Constitution. However, MCC will not tolerate any activity or posting on an official MCC social media site that loses First Amendment protections such as any unlawful, defamatory, or obscene activity or posting. MCC reserves the right to remove any such posting without notice. MCC also reserves the right to refer negative or illegal social media activity to appropriate authorities.

2.3
When MCC employees are using social media as a part of their official duties, and/or when presenting oneself in social media settings as an MCC representative, employees must comply with applicable MCC policies governing employee behavior and acceptable use of electronic and information resources.

2.4
Administrators of MCC social sites should not engage in personal activity under the guise of any MCC social sites.

2.5
All MCC social media sites must add the Social Media Coordinator as an Admin for the account. The Social Media Coordinator will help to manage and keep track of the account as well as cross promote all MCC related content as it pertains to the specific MCC social site. The Social Media Coordinator is also a resource to assist in promotions, growth, and content management for all MCC social sites.

2.6
MCC social media sites and administrators must respect intellectual property rights, federal Copyright laws and MCC brand policies, including photograph, video, and audio permissions, music copyrights, and usage of external logos, content, and information.

2.7
Administrators of MCC’s main social media sites must communicate with the Social Media Coordinator about any content to be published before posting to a main MCC social media site. The Social Media Coordinator will review the content and send approval or need for revision before adding it to the content calendar.

2.8
Administrators of MCC’s main social media sites must follow brand guidelines in terms of brand voice, image, and messaging to create consistency across all platforms. The Social Media Coordinator will determine if such content is acceptable after the social media request is submitted.

2.9
Administrators of MCC social sites need to report any negative material, comments, or issues to the Social Media Coordinator for appropriate actions. Administrators need to request authorization before deleting content or blocking users from a site.

2.10
Respect the rights of others and of specific social media platforms terms of service, including others rights of publicity, privacy, copyright, trademark, or other intellectual property right. This means that you may not reproduce, screen-shot, redistribute, or modify content (text and images) that do not belong to you. Under no circumstance should you remove, conceal, or alter watermarks or other copyright identifier of others.

2.11
Photos of people, in which they can be recognized, must sign an MCC photo release form and deliver it to the Social Media Coordinator to keep on file. Click here to access to the form.

2.12
Photos of minors and children must have written consent from a parent or guardian. Written consent can be on the photo release form found _____ and given to the Social Media Coordinator to keep on file.

2.13
All photos used in MCC social media content must be original (taken by the Administrator) or have permission to use by the photo’s owner. Stock photos can only be used if legally bought from an accredited stock photo site.

2.14
Graphics, elements within graphics, and posters must be originally created. Creators of visual content and elements must have permission to use content and elements or was bought legally through accredited stock photo/illustration site. (CANNOT use graphics, photos, illustrations, vector files, etc. from a Google search) Please refer to Social Media Coordinator or MCC Graphic Designer for more information or approval.

2.15
All MCC social media sites must follow MCC Branding Guidelines. Social media content including icons, profile images, and cover photos must comply with MCC branding standards. Images of related subject are permitted as long as the image represents the MCC brand. Social administrators will be notified if content is not within MCC branding standards.

2.16
Use of the MCC logo must comply with MCC Logo Standards. Logo Standards can be found under the COMMON drive/MCC Logos.

2.17
All MCC social sites must reinforce a consistency in voice and brand to help build our reputation. See Social Media Coordinator for more details.

2.18
Content posted to MCC social sites should link to where the source of information originally came from. Cited information can be credited by tagging the source social media handle, if applicable. If not applicable, include “Credit: Source Name” in the copy of post.

2.19
MCC encourages open communication for questions, comments, and concerns through social media. Administrators must make an effort to respond to such communication quickly and with the appropriate direction. See Social Media Coordinator for ways to effectively and appropriately respond.

2.20
Administrators must comply with the policies for the social media platforms in which they are using. These policies are constantly changing. It is the administrator’s duty to stay up to date on these policies or refer to the Social Media Coordinator on policy changes.

2.21
All MCC social media sites must add the Social Media Coordinator as an Admin for the account. The Social Media Coordinator will help to manage and keep track of the account as well as cross promote all MCC related content as it pertains to the specific MCC social site. The Social Media Coordinator is also a resource to assist in promotions, growth, and content management for all MCC social sites.

2.22
All MCC social sites must have a direct way for audience to contact the site Administrator or Social Media Coordinator. This can be through a department email, employee email, or website link.

3. Best Practices

3.1
Best Practices: Double check EVERYTHING, with special attention to accuracy, spelling, and grammar. Think about the value of the content and consider if it could potentially malign or polarize a person or group.

3.2
Best Practices: Be respectful. Even if it is handling negative information or comments. Never argue, use sarcasm, or degrade anybody. Keep a positive brand voice when dealing with such information and communicate how the issue can be resolved by directing them to the appropriate contact.

3.3
Best Practices: Never ignore or delete negative content that is posted directly to MCC social sites or tagged in. Use them as opportunities to show how well your organization handles negative situations.

3.4
Best Practices: All photos of any person, where they are recognizable, must have a photo release form filled out. Find photo release form *here*. Consent through email is also acceptable. Send forms to the Social Media Coordinator to file.

3.5
Best Practices: Respect copyright laws and rights of others. A copyright is a form of intellectual property law that protects original works authorship (such as written literature, music, artwork, poetry, novels, movies, music, photographs, typography, computer software, and architecture). Copyright laws do not protect facts, ideas, systems, or methods of operation. But the laws may protect the way such things are expressed and exposed. (It is always best to ask for permission of use and give credit to where credit is due).

3.6
Best Practices: Do not infringe on others rights of publicity, privacy, copyright, trademark, or other intellectual property right. This means that you CANNOT reproduce, modify, or redistribute content (text and images) that do not belong to you. Under no circumstances should you remove, alter, or conceal any watermark or other copyright identifier incorporated into the content of others. (It is always best to ask for permission of use and give credit to where credit is due).

3.7
Best Practices: It is recommended to regularly check the analytics and metrics of your MCC social site to help improve your communication and deliver relevant/desirable content to your audience.

3.8
Best Practices: Cross-promote with other MCC affiliated social sites whenever possible by tagging or linking their social handle in your posts.

4. Procedures

4.1
Crisis Communication

a. In the event of a crisis, any and all content that is posted to social media is to be handled by the Social Media Coordinator.

b. If your team, group, or department is affected by the crisis, you must give all information to the Social Media Coordinator to appropriately address the situation. Do no post unofficial or unapproved information on your MCC social sites unless otherwise granted permission to do so.

c. The Social Media Coordinator is to communicate will all parties on appropriate information to be sent out on social media.

d. All communication on social media in relation to a crisis situation will be handled and managed by the Social Media Coordinator. Do not try to answer questions, comments, or concerns unless otherwise given permission to do so with an appropriately approved response.

4.2
Reporting and Handling Negative Content

a. Administrators of MCC social sites must report any negative material, comments or issues that arise to the Social Media Coordinator for appropriate actions.

b. Do not delete or respond to negative content without addressing the Social Media Coordinator of the situation first.

c. If the Social Media Coordinator is not available, use the best practices to handle a negative situation. If possible, privately contact the individual.

d. Be respectful of and empathetic to their concern and approach the issue with a sense of understanding. Never argue, use sarcasm, degrade, or correct the individual’s claims. *Most of the time, they just want somebody to listen to their concern*

e. Keep a positive brand voice when dealing with a negative situation and communicate how the issue can be resolved by directing them to the appropriate contact.

f. Always thank the individual for expressing concern and reaching out to MCC, if appropriate.