Social Media Policy

Owner	University Advancement & Marketing
Contact	[email protected]
Document Type	Policy
Issue Date	August 14, 2020
Last Review	January 20, 2026
Related Documents	Social Media Account Registration Form Social Media Guidelines and Templates Ferris360 Group Request Form

Contents

1. Purpose
2. Scope
3. Policy
   1. Official university social media accounts
   2. Authorization and registration
   3. Meta platforms
   4. Account administration
   5. Content and conduct
   6. Advertising
4. Compliance and Enforcement
5. Definitions

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A. Purpose

The purpose of this policy is to provide guidelines for the use, creation, management, and registration of social media accounts that represent Ferris State University. This policy ensures that all social media communications are professional, consistent with university brand and identity standards, and aligned with strategic institutional goals. Social media is recognized as a key tool in advancing Ferris State University’s mission in recruiting and retaining students, engaging with the community, and enhancing brand awareness.

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B. Scope

This policy applies to all university faculty, staff, students, and units that create, manage, or participate in social media accounts on behalf of Ferris State University. It includes all platforms where social networking and content sharing occur, such as Facebook, X (Twitter), Instagram, LinkedIn, YouTube, TikTok, and others. Personal social media use not related to official duties, and student-generated social media sites not representing university units, are outside the scope of this policy.

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C. Policy

1. Official university social media accounts
   1. To ensure consistency in messaging and strategic alignment across the university, especially with regard to emergency communications, the creation of social media accounts is strongly discouraged for any university unit outside of University Advancement and Marketing (UA&M).
   2. Units outside of UA&M are encouraged to utilize Ferris360 groups to effectively reach their constituents. Units may use the Ferris360 group request form to seek the creation of a new group.
   3. Units interested in social media engagement are encouraged to collaborate with UA&M to deliver content and messaging through the university’s official primary social media accounts.
2. Authorization and registration
   1. Social media accounts outside of UA&M control are prohibited without the express approval of the Associate Vice President for Marketing and Communication or delegate.
   2. Faculty and staff wishing to create a social media account outside of UA&M control must submit their request via the Social Media Account Registration Request form. Requests must be submitted and approved before a new account is created. Submissions will be reviewed by the Social Media Manager and Executive Director for Digital Experience for final approval by the Associate Vice President of Marketing and Communication or delegate. Submission of this form does not guarantee approval.
   3. Exception: Athletics-related accounts may be exempt from some aspects of centralized messaging requirements but must still be registered with UA&M and operated in compliance with this policy.
   4. Unauthorized accounts representing Ferris State University or its units are prohibited and deletion of such accounts will be pursued by UA&M.
3. Meta platforms
   1. All Meta-based accounts, including Facebook and Instagram, must be created and managed via Ferris State University’s official Meta Business Manager account.
   2. This requirement ensures continuity of institutional access, safeguarding accounts as employees, students, and contractors transition in and out of university service.
4. Account administration
   
   1. The Social Media Manager in University Advancement and Marketing must be granted full administrative access to all official social media accounts, allowing the university to act in urgent or emergent situations when needed.
   2. All social media accounts must have at least one university employee with full administrative access. Student employees and third-parties must not have sole access to any official university account.
5. Content and conduct
   1. All content posted on official university accounts must uphold the university’s mission, brand standards, and professional communication practices. Content must align with UA&M's social media content guidelines.
   2. Inactive accounts are prohibited. To be considered active, accounts must post a minimum of twice per week. Inactive accounts must be deleted. If account administrators are unable to assist in the deletion of an inactive account, UA&M will pursue account deletion with the social media platform.
   3. Individuals must use care to separate uses of social media for official university business and personal communications. When representing Ferris State University, your interactions must be conducted in a manner consistent with the university’s mission, vision and values. When engaging in social media as an individual, and not as a representative of Ferris State, make clear that you are expressing your own opinion and not that of the university.  
   4. Official announcements impacting the entire institution, including closures, emergency alerts, or safety notifications, will originate from the university’s main social media accounts. Departments and units should refrain from posting in these contexts and direct audiences to the primary channels.
   5. University employees must abide by all university policies as well as federal regulations as they relate to the Health Insurance Portability and Accountability Act (HIPAA) of 1996 and the Family Educational Rights and Privacy Act (FERPA). Specifically, you are prohibited from posting confidential information about Ferris State University, its students, employees, alumni or vendors.  Furthermore, it is important that university employees are responsible for abiding by NCAA regulations when interacting on social media platforms. university employees are requested to refrain from contacting and interacting with potential student athletes until after they have signed a letter of intent with the university.
   6. University employees are personally responsible for their conduct on social media platforms, just as they are in their personal and professional lives. Please refer to the employee dignity, harassment and discrimination policy for additional guidance.   
   7. University employees are responsible for abiding by the policies of individual social media platforms.
6. Advertising
   1. Promoted or boosted content or the purchasing of advertising on social media platforms is prohibited without the express approval of University Advancement and Marketing.

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D. Compliance and Enforcement

1. Violations of this policy may result in the revocation of social media access rights, removal of accounts, or other disciplinary measures in accordance with university policy.
2. UA&M reserves the right to monitor official university social media accounts for compliance.
3. University Advancement and Marketing reserves the right to assume control of any social media account that does not comply by any university policy or operates outside of content guidelines. This includes the deletion of content that may interfere with the effectiveness of official university messaging.

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E. Definitions

Official University Social Media Account: A social media account managed by Ferris State University or an authorized university unit that communicates on behalf of the university.

Primary Social Media Account: A social media account managed by University Advancement and Marketing and recognized as the university's "main" account.

Social Media Manager: A designated staff member within University Advancement and Marketing responsible for implementation of this policy and oversight of registration, training, and compliance.