Social Media Guide

View the complete Social Media Marketing Guidelines (PDF, 164.2KB).

Summary of Social Media Marketing Guidelines

The purpose of these guidelines is to ensure a consistent, ethical and targeted approach to social media marketing for the college.

Laws, Regulations and Policies That Govern What You Can Post Online

Adhere to all applicable institutional and legal privacy, confidentiality and property policies and laws. Follow the Madison College Copyright Manual for copyright and fair use. Use Madison College intellectual properties only with permission.

Guidelines for College-Sponsored and -Moderated Social Media Sites

Official social networking sites will be managed by Marketing. Department-moderated sites will need to be registered to be recognized as college-sponsored and to be included in the college’s social media directory at madisoncollege.edu/connect.

Department-moderated sites, including sites for clubs or organizations, requirements:

  • The account must be set up with a generic email address and user ID. Accounts cannot be set up through a personal account and the account must be separate from any personal account.
  • The handle should start with “Madison College” (ex: Madison College MarketPlace), or "MadColl_" for limited-character handles (ex: MadColl_Books).
  • Link to the relevant area of the college website (and use a reciprocating link to social media site from college website using provided image in Drupal Image Library).
  • Link to the Online Community House Rules at madisoncollege.edu/house-rules.
  • Include a description of the department’s relationship to the college, purpose of the social media presence and intended audience.
  • Include socialmediamanager@madisoncollege.edu as a backup Site Administrator.

Online Community House Rules

These rules should be included in text form or as a link in every college-sponsored social media and online community profile. Be respectful. Be honest. Respect copyright and fair use. Derogatory comments and sexually explicit materials are not permitted. Follow the social media platform’s Terms of Use Agreement. By submitting content users acknowledge it is public and may be used for promotional purposes. Madison College has the right to remove any content for any reason. Comments posted do not represent the opinions of Madison College.

Responding to Social Media Comments

Refer to the Online Response Matrix to determine when to respond to a comment/question. When a response is appropriate, contact the Content Expert and post a response within one business day.

Removal of Comments

Content may be removed at any time without prior notice for any reason deemed to be in the college’s best interest. Site administrators are responsible for monitoring and removing comments. When removing a comment, contact the author and tell them their comment is being removed due to a violation of House Rules.

Content Suggestions

Having dynamic content is an integral piece of a successful social media marketing plan. While most information posted to your site may be department-specific, you can also post general college content and key messages.

The Value of Social Media

While gauging the value of social media can be quite difficult, we have a standard formula to determine what your social media presence is worth. Both Facebook and Twitter have functions where you can view statistics on your presence. We recommend tracking the following for each site on a monthly basis.

Facebook Insights:

  • Post views
  • Post views % change
  • Post feedback
  • Post feedback % change
  • Likes/Fans
  • Value of Likes/Fans (# x $3.60)
  • Value of Impressions (# of post views/1000 x $12.50)

Twitter Analytics:

  • Post views
  • Post views % change
  • Post feedback
  • Post feedback % change
  • Likes/Fans
  • Value of Likes/Fans (# x $3.60)
  • Value of Impressions (# of post views/1000 x $12.50)

Download the Social Media Value Template (XLS, 28.5KB).