Social Media

How to use this guide: Browse below for the official university policy and best practices, and visit the guides in the sidebar for specific topics.

Social Media Policy

Virginia Tech recognizes the value of social media platforms for a range of goals and must balance its support of social media with the preservation of Virginia Tech’s brand identity, integrity, and reputation. The university authorizes the creation and use of university social media accounts, provided their use is professional, protects the reputation and brand of the university, aligns with university priorities, and complies with other Virginia Tech policies and applicable state and federal laws and regulations, and is guided by the Virginia Tech Principles of Community.


Social Media Best Practices

The people of Virginia Tech and Hokie Nation make exciting and meaningful connections every day — through research, public service, alumni connections, daily interactions on campus, and more.

Social networks help us to advance these connections while furthering relationships, cultivating Hokie pride, and acting as good stewards of the Virginia Tech brand. Social media offers Virginia Tech and its units and programs opportunities to engage specific audiences, including prospective and current students, parents, alumni, faculty and staff, donors, media, and opinion leaders. Our overarching goal is to raise awareness of Virginia Tech.

These best practices can be applied whether you’re a staff member managing a department Facebook account, a faculty member operating your own professional Twitter account, or a student group running a university-affiliated Instagram account.

By having a social media account that indicates you work at or attend Virginia Tech, or if you run an account for your unit, you may be perceived as being a spokesperson for Virginia Tech. It is essential that you do not speak for Virginia Tech, the institution, but that you represent your unit. In that role, you should consider yourself a spokesperson. To mitigate any potential issues, be mindful of the following:

  • Stick to your area of professional expertise.
  • Confirm information before posting/sharing to ensure it is correct. When in doubt, don’t post.
  • Use good judgment when responding to comments. Review the decision tree at the end of this document for reference.
  • Questions/comments that are related to a news story or press release should be referred to @vtnews on Twitter and/or the Media Relations Director of University Relations.
  • Keep personal accounts separate from your role at Virginia Tech when possible. If there is overlap, ensure your personal views are not viewed as official Commonwealth of Virginia communications.
    • You may include a disclaimer in your About section (from Policy: 1.75 – Use of Electronic Communications And Social Media), such as:
      “The views expressed on this (website, blog, social media site) are my own and do not reflect the views of my employer or of the Commonwealth of Virginia.”

To avoid confusion on what constitutes an official Virginia Tech social media account, affiliated accounts must adhere to the Virginia Tech Brand Guide to ensure consistency across platforms. Resources are available for Virginia Tech employees and students in the Brand Center (PID login required).

Official logos

Official Virginia Tech logos are available to download to help you create profile photos and cover photos as the platform allows. Official university primary and secondary colors are available in the Brand Guide for reference when creating page identity images. Please note: You may not alter the logo in any way when creating a profile picture.

Profile requirements

1. Page/usernames

  • Full, official name of your unit.
  • Typically begins with “Virginia Tech” (i.e. Virginia Tech College of Agriculture and Life Sciences); but may not contain “Virginia Tech” if it holds a donor’s name — in that case, ensure Virginia Tech is in the about information, as described below.
  • If space is limited in the platform, “VT” is an acceptable alternative to “Virginia Tech” (i.e. @VT_Football)

2. Contact information

  • Official website link.
  • As space allows, include other contact information such as:
    • Address
    • Telephone number(s)
    • Email address(es)
    • Other websites

3. “About” information

  • As space allows, fill out as completely as possible the about section of your profile.
  • This includes mission, descriptions, founding information, etc.
  • Include “Virginia Tech” here if your unit’s official name does not contain it (i.e. the name comes from a donor).

4. Profile picture

  • Must represent your unit in a clear manner.
  • Must be readable at small, thumbnail size and be high enough resolution for larger expanded sizes.
  • If unsure about appropriateness, contact socialmedia-g@vt.edu for help.

5. Other photos/cover photo

  • If available, choose a photo that works well in the horizontal area at the top of many social media platform pages.
  • It should represent your unit and/or directly complement your profile picture.
  • Swap this photo regularly to refresh the look of your page.

Before starting a new social media account, you should be able to answer the following questions:

  • Determine who you’re trying to reach and where that audience is, social media platform-wise (for descriptions on the different platforms, see the Social media communications plan section below).
  • Determine how your messages will be targeted (i.e. promoted posts to a specific audience, different platforms for different audiences, etc.)
  • Define the purpose for the new account.
  • Determine what the goal is and how to measure success.
  • Managing a university-affiliated social media presence requires frequent and consistent attention.
  • If you don’t have the time to devote you may be quickly overwhelmed.
  • Determine what your account offers that others don't, particularly in your unit.
  • Define messaging framework for your target audience and determine if it overlaps with another Virginia Tech account.
  • Determine if partnering with another account can strengthen your message.
  • If admins (such as students) change frequently, consider creating a generic email address to minimize the effort required for transitioning to a new account admin.
  • Follow and analyze content on social media from your peers as a starting point for you in planning reaching those audiences.

These questions and the answers you give should help you determine whether to create a new account or use an existing account that has established followers.

Note: If you wish to do this for a time-bound event (like a conference), ask yourself if you have time to build up an audience. If not, do not create a new account and instead utilize an established account with an event-specific hashtag.

Troubleshooting & Account Verification

If your preferred username is being used by another account, you may be able to claim it. Each social media platform has their own way of reporting unofficial accounts, so the best route is to start with the Help sections. For example, Twitter has a procedure if you encounter unauthorized accounts using your unit’s official name: support.twitter.com/articles/18367

To mitigate copyright issues, you can also apply to get your account verified. This also varies by platform and can usually be found in the Help section.

Social media platforms

Your communications plan for your social media accounts will depend on the platform and the intended audiences. University-wide, Virginia Tech has more than 130 social media accounts. The following are accounts that Virginia Tech currently uses on the central university level:

Twitter
  • Audience skews male, age 18-29, college graduates, and typically live in urban environments.
  • Micro-blogging platform that utilizes messages with 140 characters or less.
  • Uses hashtags to tap into conversations and/or aggregate groups of posts easily.
  • Easy to “talk” to individuals and groups via replies, retweets, and quote retweets.
  • Useful for live updates from events, conferences, etc.
  • Useful for driving audiences to a call-to-action and creating awareness.
  • Posts that include photos have higher rates of engagement than those without.
  • Began the live video trend but is used less commonly today outside of news coverage.
  • User-friendly analytics and demographics; downloadable to a spreadsheet.
Facebook
  • Audience skews female, age 18-49*; all other demographics are relatively equal.
  • A platform that allows individuals to follow or become “fans” of business and institution pages in addition to personally connecting with other individuals.
  • Posts that include native photos and videos (not linked to from an outside source, like YouTube) have higher rates of engagement than those without.
  • Should drive audiences to a call-to-action.
  • Emerging trend of live videos on the platform.
  • User-friendly analytics with some demographic information available; downloadable to a spreadsheet.
Snapchat
  • Audience skews age 18-24.
  • Photo- and video-sharing platform that utilizes decorative filters. 
  • Images and videos are only available for a limited amount of time after viewing.
  • Utilizes stories to craft a visual narrative.
  • Emerging platform for reaching prospective and current students and young alumni.
  • Metrics are limited; cannot accurately determine the number of followers.
  • Metrics are limited and are not downloadable to a spreadsheet.
  • Posts must be made from a mobile device or tablet.
Pinterest
  • Audience skews female, age 30-49, higher income, and suburban/rural
  • Users “pin” items found online to customized boards, much like a virtual bulletin board for ideas, crafts, fashion, recipes, etc. 
  • Users will “repin” items found on Pinterest to their own boards.
  • Needs good visuals for success because the algorithm relies on images to create posts.
LinkedIn
  • Audience is nearly even split with male and female users, age 30-64, college graduates, higher income, and urban.
  • Used for networking with others in your field of business and recruiting potential employees.
  • Personal profile is an online resume.
  • Company pages can be used to aggregate and connect alumni and students with each other and with the institution.
    • Can get demographic information to inform strategic alumni and development decisions.
  • Area to feature news, links, and updates.
Google+
  • Audience is typically male, age 25-44, higher income, and international.
  • Hasn’t reached the number of active users as other social media platforms, but has emerged as a niche platform.
  • More popular in certain international markets.
  • Useful for connecting and sharing with non-profits, NGOs, and international companies.
Slack
  • Chat forum
  • Used to send group messages and direct messages
  • Adopted by businesses as a way to streamline collaboration and take conversations out of email

*Highest number of users per age group on Facebook is 18-29, but ages 30-49 have higher rates of engagement with posts. 

Information updated June 2017

The ever-evolving landscape of social media means that you’ll have to stay abreast of emerging technology and platform developments. Take time to assess new content features and if they can help you achieve your goals. Some sites offer information on image sizes for each platform:

To help maintain good relationships with students and alumni and to give you more content for your posts, you can solicit submissions for photos and other content from your followers. If you receive submissions that you intend to post from your account, ensure you have permission from the user as well as the photographer (if a different person) before sharing.

Collect the following information and give proper attribution:

  • Name
  • Hometown (if student)
  • Major
  • Graduation year

Tools for Instagram, such as the Repost app, will add an attribution box to the image. You should still tag the submitter’s username in the comment box with the other pertinent information.

When using or creating other hashtags, do your research before you tweet. This includes going to Twitter and Instagram and performing a search for the intended hashtag. Take note of the posts associated with the hashtag and use your best judgment about using that hashtag with your own promotions.

Virginia Tech uses certain hashtags for tweets and other social media posts. They are:

Hashtag Twitter Instagram When to use
#VirginiaTech  
#UtProsim  
#Hokies  
#HokieLove Typically for Valentine's Day and annual fundraising efforts
#HokieGrad Commencement
#HokieFacts History, statistics
#WhyVT Promotional marketing
#VT4L Alumni
#VTFirstDays Recognizing first-year student activities
#HokiePets  
#HokieBaby  
#HokieNation Athletics
#TravelingHokies Alumni travel
#HokiesAbroad Study abroad
#HokiesGiveBack Donor stories and giving campaigns

If you are unsure about how to best resolve a situation regarding comment/conversation moderation, contact 
Susan Gill, Director of New Media, 540-231-0946

Comment/conversation moderation

Social media administrators should respond to commenters who express concerns and attempt to address them directly or refer them to a person or department who can.

The structure of your response will vary based on the nature of the social networking platform but it should always be friendly and representative of Virginia Tech’s culture and values.

Not every critique needs a response; some people are just venting frustrations, or they are “trolls” — those who engage in off-topic or inflammatory posts in an attempt to provoke others.

Comments that are inappropriate, offensive, insult or attack, contain illegal suggestions, or use foul language should be removed as allowed by that particular social media platform, as should those that are intentionally repetitive (spam). Keep a log of any comments removed, and most importantly, be consistent with the treatment of all commenters.

Removing posts that have become controversial

Occasionally, you may find that something you’ve posted to your page has taken a life of its own in the comments section. If your audience is staying on-topic and remaining civil as per your community commenting guidelines, it is advisable to let the commenters keep each other in check. If needed, remind commenters about your commenting guidelines.

However, if the conversation seems to be sliding toward only one point of view in a manner that is contrary to the spirit of your post, you may need to make a moderator decision. Please contact Susan Gill, 540-231-0946, to discuss the best course of action.

Example of community commenting guidelines

From Virginia Tech's Facebook page

Virginia Tech welcomes your comments on our Facebook page and encourages interaction among Hokies around the world. We ask that you use the Virginia Tech Principles of Community (inclusive.vt.edu/vtpoc0) as guidance in your posts and remain true to the spirit of Ut Prosim (That I May Serve).

We review all comments made. Comments may be removed if they are off-topic, defamatory, an unauthorized commercial solicitation, or an attack, or if they contain illegal suggestions or use foul language. We reserve the right to terminate access to the page by repeat offenders.

Please email us at socialmedia-g@vt.edu with any concerns about the content on this site. Comments made to this page are the opinions of the authors, not of the university.

In an emergency or another incident, university-affiliated accounts should not post information that has not been approved for dissemination from approved sources or spokespeople. If you wish to disseminate the information, you should share posts from the official channels listed below.

Contact Susan Gill, Director of New Media, 540-231-0946 for more information

 

Social media is an increasingly vital part of how we as a society communicate, and that’s especially true in times of heightened awareness. Rumors quickly spread in the absence of reliable, verified information.

The University Status website contains information on operating statuses at Virginia Tech campuses. Please refer to this page for general and contact information: vt.edu/status

Official messages during emergencies and other incidents will come from the following social media accounts:

In an emergency or another incident, university-affiliated accounts should not post information that has not been approved for dissemination from approved sources or spokespeople. If you wish to disseminate the information, you should share posts from the official channels listed above.

College communicators who receive questions during emergencies or other incidents should refer them to the Senior Associate Vice President for University Relations, Assistant Vice President of University Relations, or Media Relations Director, as appropriate.

Threats received via social media

If you become aware of a potential threat via your role as a social media administrator, report it immediately.

If the nature of the threat is an emergency, call 911. You can also refer a situation of concern to the university Threat Assessment Team at ThreatAssessment@vt.edu or to Virginia Tech Police at 540-231-6411. Additionally, include socialmedia-g@vt.edu on an email, or notify  Susan Gill at 540-231-0946 after you have notified emergency personnel.

Include as much information as possible, including the username of the individual involved, a screenshot of the message, who or what is involved, when the message was received, and other pertinent information.

It is important to be able to set goals and measure success against those goals for social media. This will inform overall communications strategy and help you assess whether certain platforms work better for your intended audiences than others.

Learning tools

Many social media companies have blogs with how-tos. To educate yourself on how and what to measure, look to the experts. Here are some suggestions on where to start: