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  1. Marketing & Communications
Authority Source: Chief Operating Officer
Approval Date: 23/01/2024
Publication Date: 01/02/2024
Review Date: 31/01/2027
Effective Date: 01/02/2024
Custodian: Director, Marketing
Contact: socialmedia@canberra.edu.au
Accessibility: Public
Status: Published
In developing this procedure the University had regard to the provisions of section 40B(1)(b) of the Human Rights Act 2004 (ACT).
Social Media Procedure
1. Purpose:
  1. This Procedure supports the Social Media Policy and details processes for:
    1. maintaining the security of social media accounts and confidentiality of information;
    2. the management of inappropriate or offensive material;
    3. the use of branding for social media purposes;
    4. submitting content for publication on any University or University affiliated social media channels; and
    5. accessing social media services and resources.
2. Scope:
  1. This Procedure has the same scope as the Social Media Policy but also applies to any staff member or student who may be interested in setting up a University affiliated social media account or requires assistance navigating content across social media platforms.
3. Procedure:
Security and Confidentiality
  1. The University’s dominant social media accounts are password protected by the third-party hosting platform. Passwords must be changed regularly to reduce the chance of security threats and risks, and in line with staff turnover. 
  2. Social Media passwords and other security protected information must not be discussed or shared with anyone other than the social media administrators. 
  3.  Where the University’s social media accounts are managed through personal accounts it is the responsibility of the social media administrators to ensure all University content remains secure and confidential and is not shared via personal accounts and vice versa.
Management of Inappropriate or Offensive Material
  1. Social media administrators who become aware of a social media post or a comment on a social media post that is inappropriate or offensive either towards the University or towards an individual, must:
    1. screenshot the post and note its share link;
    2. report the post on the associated social media platform using their documented reporting procedures; and if relevant, make a referral to the Secretary of the Student Conduct Committee under the Student Conduct Rules 2023;
    3. action an appropriate response that takes into account the context of the post, as well as the risk to the University presented by the post, which may include:
      1. deleting the post;
      2. hiding particular comments on the post;
      3. turning off or limiting who can comment on the post; or
      4. responding to the post.
  2. If a social media post contains content that is likely to be contentious or controversial or is otherwise of a nature that means the post is likely to attract negative comments, social media administrators must ensure that comments for that post are turned off. 
  3. Social media administrators must ensure that comments containing profanities and offensive language are automatically hidden using the filtering tools available through relevant social media sites.
Branding
  1. All content published and available on the University’s social media channels (or affiliated channels) and all University brand elements including colour schemes, logos and other visual materials set out in the UC Brand Guidelines, must abide by and be used in accordance with these Guidelines and the Brand and Marketing Policy.
  2. Staff wanting to utilise any University branding elements (including logos or images from the University image library) for social media purposes must seek guidance and final approval from the Marketing Design Studio prior to any production or publication in accordance with the University’s Brand and Marketing Policy and associated Procedure. The Marketing Design Studio can be contacted via email at   design.request@canberra.edu.au. 
  3. A decision on whether to approve the use of a University logo will involve consideration of the following factors:
    1. the nature of the relationship with the University;
    2. alignment with the University’s image and teaching, research and community purpose;
    3. the purpose of the use of the logo;
    4. the proposed placement and format of the logo and the social media channels on which it will be used; and
    5. the date(s) or periods when the logo will be used.
  4. If brand fonts Verlag and Zooja are needed, it is a legal requirement for staff to buy these fonts. It is recommended that the free default Microsoft font Calibri or Google font Lato on Canva are used instead. Please contact the Marketing Design Studio at design.request@canberra.edu.au for further guidance.
    1. Verlag can be bought at: https://www.typography.com/fonts/verlag/styles/verlag
    2. Zooja can be bought at: https://www.myfonts.com/licenses?type=sku&id=667167&cl=false
 
Publishing Social Media Content or Creating a New Account
  1. The Social Media Team must be consulted on:
    1. content development requests or requests to publish content on the University’s dominant social media channels (requests should be made as early as possible but with at least 3 days’ notice); and  
    2. any proposal to create a new University-affiliated social media account to ensure that all branding and content is consistent across the University and adheres to the Social Media Policy and the Brand and Marketing Policy.
Social Media Services
  1. The Social Media Team can assist with:
    1. requests for the promotion of University-based events (early consultation is preferred with a minimum of three weeks’ notice);
    2. development and publication of University specific campaigns (notify the Social Media Team in the initial stages of campaign development to allow time for the development of information and assets);
    3. requests for social media assets such as templates; and
    4. social media strategy and campaign strategy.
 Social Media Training
  1. The Social Media Team frequently holds social media training sessions for staff. The dates and times of these training sessions can be accessed online via the staff portal or by emailing socialmedia@canberra.edu.au.
  2. Specific training requests may also be made by emailing the Social Media Team. Specific training may include introduction to the University’s social media for new starters, faculty-specific training, or social media background and general knowledge training. 
Processing of Requests to the Social Media Team
  1. The Social Media Team will review all incoming requests and aim to respond within a 48-hour period. 
  2. Any enquiries specific to branding or brand elements (including use of social media templates) will be managed in consultation with the Marketing Design studio. 
  3. An actionable plan will be developed and implemented to ensure all requests are dealt with and actioned within an agreed timeline.
4. Roles and Responsibilities:
Who Responsibilities
Director of Marketing and Associate Director of Media & Communications
  • Brand protection and policy implementation.
  • Ensuring this Procedure is accurate and that all processes comply with the University’s legislation, relevant policies and strategic direction.
Social Media Manager and Social Media Specialist
  • Leading and implementing the Social Media Policy.
  • Ensuring this Procedure is followed and all communications with stakeholders are clear, consistent, and timely.
  • Social Media Training
5. Implementation and Reporting:
  1. This Procedure will be implemented and advised on by the Marketing and Media and Communications teams. 
  2. Organic social media management and oversight will be specifically monitored by Media and Communications. 
  3. All outcomes, including the effectiveness of the Social Media Policy and this Procedure, will be reported as needed to Council, the Vice-Chancellor and the University’s Executive Group.
6. Governing Policy and Legislation:
  1. This Procedure is governed by the following legislation:
    1. The University of Canberra Act 1989 (ACT)
    2. Privacy Act 1988 (Cth)
    3. Copyright Act 1968 (Cth)
    4. Online Safety Act 2021
7. Supporting Information:
  1. The following documents are related to this Procedure:
    1. UC Brand Guidelines
    2. Photography consent
    3. Brand and Marketing Policy
    4. Brand and Marketing Procedure
    5. Social Media Policy
    6. Social Media Marketing Tone of Voice
8. Definitions:
Terms Definitions
Affiliated accounts In this Procedure, ‘affiliated accounts’ refers to any social media account related to the University, whether a staff or student-led group, society, faculty, and so on.
Brand In this Procedure, ‘brand’ refers to the marketing of the University as a higher education institution intended to differentiate it from its competitors.
Campaign Any project, movement or event that intends to promote the University or its services.
Content Material that is published or shared online including texts, imagery, graphics, videos, audio clips and so on.
Social Media Channels Any account hosted via a third-party social media platform including Facebook, Instagram, TikTok, Twitter, LinkedIn and YouTube.