UT Tyler Social Media

Social Media Guidelines

Guidelines and Standards for UT Tyler Social Media

Social networks such as Facebook, X (formerly Twitter), LinkedIn, and Instagram offer exciting opportunities for The University of Texas at Tyler faculty, staff, students and alumni to share knowledge, express creativity and connect with people who have common interests.

Social media is, like websites, official university communication. Standards have been established to provide proper usage. Approval from department heads and Marketing and Communications is required prior to setting up your account.

Please review the following before requesting a new account:

• The page should support a clear business objective that is consistent with goals and mission of the department and university.
• The social media manager should be prepared to take on additional responsibilities, including staying up-to-date with evolving state and federal laws, and participating in compliance trainings to ensure all digital content adheres to current standards and regulations.
• Successful social media management requires ongoing attention and interaction. It is not just about posting but fostering engagement through regular responses and conversations. Plan to monitor the account daily, which includes responding to comments, direct messages, mentions, and actively engaging with the audience.
• Building and sustaining an effective social media presence involves thoughtful content creation, scheduling, and aligning posts with broader marketing goals. It requires time and effort to consistently develop engaging, high-quality content that resonates with the audience.

Setup

Permission: Obtain administration permission for social media account(s) from department supervisor/chair or dean and the Office of Marketing and Communications.

Naming: The title on the account should associate you with UT Tyler, not "UTT" or "UT".

Examples:

• ww.facebook.com/uttyleradmission - UT Tyler Admissions
• www.facebook.com/UTTylerPharmacy - UT Tyler College of Pharmacy
• www.instagram.com/uttylerrecsports/ - UT Tyler Rec Sports
• www.instagram.com/uttyleroip/ - UT Tyler Office of International Programs

Simply using the university name alone is not permitted (including usage of the name UT Tyler, The University of Texas at Tyler, UT Tyler Patriots, UT-Tyler Patriots, UTT, UT-Tyler and/or the UT Tyler logos).

Unofficial social media pages using the university name, logos and/or official visual identity on social media sites are not permitted. Sites not in compliance may be reported to the appropriate social media site for removal. (See Impersonation)

Maintain consistency with social media account naming across accounts when possible.

Examples:

• www.facebook.com/uttylerpharmacy
• www.instagram.com/uttylerpharmacy

Email: When setting up your social media account, use an official UT Tyler group email for the department with at least two members from the college or organization in the group. (example: biology@uttyler.edu)

Personal email or personal UT Tyler email accounts are not allowed. (Example: rsmithe@uttyler.edu)

Branding: To ensure a consistent brand across all platforms, approved users should email socialmedia@uttyler.edu to request official profile and header photos for the relevant platforms.

Account Backup and Registration:

Once your account is approved and created, you are required to submit a UT Tyler Social Media Agreement and Registration Form for each social media account or platform you manage.

The Office of Marketing and Communications is not responsible for maintaining your page but will offer support and ensure continuity through any turnover in university personnel.

To convey a consistent brand across all platforms, users may email socialmedia@uttyler.edu to request official converted to brand profile photos for social media accounts.

Policies

Social media users acting on the behalf of the university should adhere to all UT Tyler policies and procedures including:

• UT Tyler Social Media
• Social Media Guidelines
• Acceptable Use Policy
• Brand Identity
• Copyright Policy
• Faculty and Staff Handbook and Operating Procedures
• Non-disclosure Policy
• Privacy Policy
• Student Manual of Policies and Procedures
• Website Publishing Guidelines

University Representation/Personal Accounts

While UT Tyler supports and encourages faculty, staff and students to engage with social media, it is important to remember that your posts may be perceived as a reflection of the university.

• Always represent UT Tyler respectfully and professionally. Identify yourself as a UT Tyler faculty/staff member or student representative.
• Maintain discretion and respect for colleagues and supporters.
• Use common sense before posting or commenting. Respect the values and etiquettes of the communities you engage with on social media.
• Your personal social media account is not an appropriate place to distribute university news. If you have university information or news to announce to the public or media, please contact the Office of Marketing and Communications.
• UT Tyler does not actively monitor personal websites or social media; however, all such content is subject to review in accordance with UT Tyler employee policies and guidelines and any violations will be addressed.
• More on personal accounts.

Community Engagement/Moderation

• Negative comments or dissenting opinions are part of social media discourse. We do not delete, hide, or block comments simply because they are critical.
• We will only delete comments, tags, mentions, etc. if they contain profanity, offensive language, or irrelevant advertisements/spam.
• Respond professionally and in a timely manner to resolve issues or correct misinformation when appropriate.
• Do not engage in discussions that disparage colleagues, competitors, or internal policies.

Content Restrictions

• Prohibited: Profanit, nudity, hate speech, confidential and proprietary information, and any content in violation of any state or federal laws and/or regulations by which the university must abide.
• Spam or unrelated advertisements will be deleted; repeat offenders may be blocked.
• Threatening language or violent threats should be reported immediately to the Office of Marketing and Communications and the University Police Department.

Inactive Pages

UT Tyler social media pages that remain inactive for over a year are subject to review by the Office of Marketing and Communications. After consultation with the department and account owner, these pages may be removed to ensure all active accounts align with the university's branding and communication goals.

Mobilize

At UT Tyler, we know that teamwork amplifies our reach! By collaborating across university accounts, we ensure our social media content has the greatest impact. That's why you'll often see @uttyler resharing posts from other UT Tyler accounts. Join the conversation and boost our presence with these popular hashtags: #UTTYler #UTTylerPatriots #TalonsUp #SwoopSwoop

Final Thoughts

As social media continues to evolve, these policies and guidelines may be updated periodically by the Office of Marketing and Communications to stay current with best practices and trends.

Related Resources:

• Application for Social Media at UT Tyler
• UT Tyler Social Media Best Practices
• Using Facebook
• Using X(Twitter)
• Using Instagram
• Using Pinterest

Best Practices

Purpose and Goals of Social Media

Social media serves as a powerful tool for UT Tyler and its departments, colleges and offices to engage with audiences, promote the overall mission and culture of the university, and foster a sense of community.

• Our social media presence is about using modern technology to highlight the positive aspects of UT Tyler, including achievements, events, and opportunities. When people follow or engage with us, we aim to provide a positive, informative experience that reflects UT Tyler’s values and vision.
• Social media opens direct lines of communication with prospective students, current students, parents and family, alumni, donors, and the broader community. It provides a platform where people can easily contact us with questions, concerns, or feedback, and receive timely, helpful responses. This two-way interaction helps build trust and engagement.
• Social media is NOT a replacement for traditional media but a complementary channel that expands our reach. By utilizing various platforms, we can increase public awareness of UT Tyler’s academic programs, research, student life, and more, all while driving traffic to the university’s main website for deeper engagement.
• By framing conversations around specific, topical issues related to campus life, we help audiences learn more about UT Tyler’s vibrant community. Highlighting stories, events, and achievements through social media allows us to share the university’s narrative in real-time.
• Social media is a great way to share headlines, updates, and events. By providing a glimpse of what’s happening on campus, we can encourage people to visit our website for more in-depth information and details about programs, services, and events.
• On platforms like Twitter and Instagram, using relevant hashtags and keywords helps us reach wider audiences who are interested in specific topics or discussions. This practice drives engagement, increases visibility, and connects us to conversations that matter to the UT Tyler community and beyond.

Establish an Internal Process

Managing social media on behalf of UT Tyler is a responsibility that requires careful planning, attention to detail, and adherence to state and federal laws and regulations as well as university policies and guidelines. Each post and interaction can be traced back to both the university and the individual(s) managing the accounts. To ensure consistency, accuracy, and professionalism across all university-affiliated platforms, follow these guidelines before launching or managing a social media account:

• Notify and Register: Before creating a new social media account, you must first obtain approval from 1) your department, college, or office supervisor or dean and 2) the Office of Marketing and Communications. Once approved, you must officially register the account as an authorized UT Tyler platform by emailing socialmedia@uttyler.edu. As part of this process, you will be set up in Loomly, UT Tyler’s university wide social media management tool.
• Use Loomly for Content Management: All social media content – including posts, captions, graphics, reels, stories, etc. – must be planned, reviewed, approved, and published through Loomly. This ensures compliance with university and UT System policies and state laws, maintains brand consistency, and allows for proper oversight. Loomly serves as the centralized hub for content scheduling, collaboration, and approval workflows.
• Maintain Current and Accurate Information: It is essential that all university contact information and branding on your social media accounts is up to date. This reflects our commitment to professionalism and makes it easy for users to reach the right department or person when needed. Regular reviews of your account’s information will help maintain accuracy.
• Secure Administrative Access and Control: Proper management of account access is critical to maintaining security.
•  Ensure Compliance: Include a link to the UT Tyler Social Network Statement on your social media profile, website, or bio where applicable. This ensures transparency and adherence to university guidelines
• Define Response Strategy: Establish clear criteria for replying to comments and messages, including expected response times, and appropriate tone. Consider when to engage, when to escalate issues, and when to refrain from responding (e.g. trolling, inflammatory remarks, etc.).
• Coordinate With Existing Efforts: Before launching new social media initiatives, review UT Tyler’s established social media accounts and collaborate with relevant departments to avoid duplication. Aligning efforts strengthens the university’s overall brand and prevents audience fatigue from repetitive messaging.

Accuracy and Compliance

All social media content representing UT Tyler must be factually accurate, legally compliant and accessible to all audiences.

• Fact-Check Before Posting: Verify all information before posting to avoid errors or misinformation. It is better to confirm details with an official source than to issue a correction later. When possible, cite and link to reliable sources to enhance credibility.
• Ensure ADA Compliance: Social media content must be accessible to individuals with disabilities. This includes:
  • Alt Text: Add descriptive alternative text (alt text) to all images to assist users with visual impairments.
  • Closed Captioning/Subtitles: Provide captions for all video content to accommodate those who are deaf or hard of hearing. You can do this by either directly embedding the subtitles into the video itself, or by ensuring auto captioning is turned on natively in the platform.
  • Readable Fonts and Contrast: Ensure text in graphics is clear, legible, and meets contrast guidelines.
• Adhere to Laws and Policies: UT Tyler social media accounts must comply with all state, federal, and university laws and regulations.

Best Practices

• Be Respectful: Anything you post in your role at UT Tyler reflects on the university. Always maintain professionalism and refrain from engaging in arguments or prolonged debates. If responding to criticism, do so factually and diplomatically while upholding university values.
• Be Authentic: Social media is about fostering connections. Humanize your interactions by engaging in a personable yet professional manner. Our goal is to provide value, enhance the online experience, and positively represent UT Tyler.
• Consistency: Social media requires regular attention. Inconsistent or outdated content can harm credibility. Keep content fresh, engaging, and relevant to encourage ongoing interaction and maintain an active online presence.
• Monitor and Moderate: Regularly monitor your social media accounts. Remove profanity and offensive comments in accordance with the UT Tyler Social Media Guidelines. However, do not delete comments simply because they are critical. Instead, respond when appropriate to misinformation with correct, professional and positive messaging.
• Encourage Engagement: Social media is meant to spark conversations. Encourage comments, respond in a timely manner, and foster an interactive community.

Marketing and Visibility

Enhance your reach and engagement by following these strategies:

• Link Back to UT Tyler: Include links to relevant UT Tyler webpages in your posts and bios to drive traffic and reinforce credibility.
• Register Your Social Media Accounts: Ensure your account is officially recognized by UT Tyler by emailing socialmedia@uttyler.edu for registration.
• Use Hashtags Strategically: Hashtags help connect conversations. Use official UT Tyler hashtags to increase discoverability and engagement:
  • #UTTyler
  • #UTTylerPatriots
  • #TalonsUp
  • #SwoopSwoop

Respect Copyrights and Fair Use

• Always give credit when sharing external content. Provide links whenever possible rather than copying full content.
• Adhere to copyright laws by only quoting short excerpts and properly citing sources.

Liability

• You are legally responsible for what you post, whether on university-affiliated accounts or personal profiles.
• Potential legal risks include copyright infringement, breach of confidentiality, defamation, libel, and obscenity.
• If you are unsure about content legality, consult the Office of Marketing and Communications before posting.

Content posted by administrators on The University of Texas at Tyler’s official social media pages constitutes official UT Tyler communication. However, opinions expressed by other users do not necessarily reflect the views of the university. User-generated content not shared or posted by UT Tyler is not pre-screened or evaluated before being posted by other users.

The university is not responsible for user-generated posts on its social media platforms. UT Tyler reserves the right to monitor and remove any content deemed inappropriate at its sole discretion. This includes, but is not limited to:

• Commercial content primarily intended to sell a product, service, or other promotional material.
• Content that harasses, abuses, threatens, or contains profanity, hate speech, or offensive language.
• Posts that violate the rights of others or include personal attacks against students, faculty, staff, or administrators.
• Any posts containing unauthorized or external links.

Additionally, UT Tyler adheres to the Terms of Service set forth by individual social media platforms, including but not limited to:

• Commercial content primarily intended to sell a product, service, or other promotional material.
• Content that harasses, abuses, threatens, or contains profanity, hate speech, or offensive language.
• Posts that violate the rights of others or include personal attacks against students, faculty, staff, or administrators.
• Any posts containing unauthorized or external links.

Additionally, UT Tyler adheres to the Terms of Service set forth by individual social media platforms, including but not limited to:

• Facebook Terms of Service
• Twitter Terms of Service
• Instagram Terms of Service
• YouTube Terms of Service
• LinkedIn Terms of Service

All content is subject to the UT Tyler Acceptable Use Policy. Users are also expected to follow all applicable laws, university regulations, and policies, including:

• UT Tyler Copyright Guidelines
• UT Tyler Logo and Trademark Guidelines
• UT Tyler Image Use
• UT Tyler Social Media Guidelines and Standards

If you believe a post violates these guidelines, please report it to the UT Tyler Office of Marketing and Communications.