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Social Media Guidelines - NSCC

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NSCC SOCIAL MEDIA GUIDENSCC social mediaSocial media is a way we inform, have conversations and buildrelationships with our community.Although the content on these channels differs, the tone andfeel is intentionally similar.NSCC has several active social media channels, ranging fromcollege-wide, to campus, to departmental. NSCC’s Marketingand Communications team manage the following NSCC SocialMedia Accounts:Our social media guidelines help us keep this consistent, nomatter where or how our audiences connect with aScotiaCommunityCollege@NSCCNewsNova Scotia Community CollegeNSCCnsccweb If you’re interested in creating an NSCC Social Mediaaccount, your first steps are to read NSCC’s Social MediaPolicy and Procedures and these Guidelines. Once you’vedone that, you’re ready to submit an NSCC Social MediaAccount Request Form. If you have any questions, contactCommunications at communications@nscc.ca.What I need to know about social media before I get startedCreating a social media account is easy. Making it effective ishard work.There are five basic questions to ask yourself before youbegin: Why do I want to create an account? What do I want to accomplish? Who do I want to engage? Do I have enough content to post daily? Is there an existing NSCC Social Media Account that isalready doing this?August 2015 Content is what makes or breaks social media. Sometimesthere isn’t enough content to create an account, butthat doesn’t mean you can’t use social media to meetyour objectives. Usually, your content can be shared onour college-wide Social Media Accounts by contactingcommunications@nscc.ca.Page 02

NSCC SOCIAL MEDIA GUIDESocial media tips and best practicesDownload the Social Media Best Practices sheet for your desk.Always pause and think before commenting or sharing anopinion. If in doubt, stop and seek advice from your manager oranother colleague. If you are responding, keep these tips andbest practices in mind.Be responsibleThere are no private social media sites. Remember yourcomments can be searched, shared, forwarded and reposted.Be transparentIf you are representing NSCC in social media, your associationwith the College should be clear.Be relevantPosts, tweets and comments should be meaningful toyour audience.Be informativePosts, tweets and comments should be useful to your audience.Be humanSpeak in the first person, match your tone to the topic andbe conversational.Be responsiveConsider the impact of your words and posts on others; keepan even tone.Listen, welcome suggestions and feedback, and respondappropriately. If you’re worried about how to respond, waitand consult the NSCC Social Media Response Guide orcommunications@nscc.ca.Be accurateBe accountableBe respectfulMake sure you have all the facts before you post, double-checkyour facts and cite and link your sources wherever possible.Report negative mentions about NSCC that you think need aresponse or action.Be deliberateHave a purpose and a plan in place for why you’re participatingin social media.What do I post? Creating a social media plan.Without a plan for what you say and how and when you say it,you risk leaving your audience, at best, confused. At worst, theymay tune you out.Your social media plan should outline: Your goals (what you want to achieve) Your audience (who you wan to reach) Your content timeline (create a calendar for your content) Your voice (your tone and personality) Who’s responsible (roles and responsibilities for seeing yourplan through)Communications is always available to help you shape yourplan for your NSCC Social Media Account.Do I respond to comments? What if it’s negative?A social media response guide.The reason you’re on social media is to build relationships withyour audiences. It’s all about having a conversation, whichmeans most of the time you’ll want to respond. Occasionally,there will be times when it might be best to leave it. Noteverything requires a response. Chances are, at some point,you will receive a negative comment.August 2015 This NSCC Social Media Response Guide will help youdetermine when you need to act. If you have any doubt onwhat to do, contact communications@nscc.ca.Page 03

NSCC SOCIAL MEDIA GUIDEHow do I create an account?Filling out the social media request form.Once you’ve determined your goals and audience, you needto decide what social media channel will work best. The socialmedia universe changes too quickly to provide a full-list ofchannels, so we’ve compiled a list of the most common. Onceyou’ve selected your channel, you’re ready to apply for a socialmedia account.Apply for an NSCC Social Media AccountCommon Social Media ChannelsChannelWhy use it?Select ExamplesFacebook Build a community Share information Enlist support Promote events Course page or group Campus eventTwitter Share information Engage in conversations Build a community Connect with like-mindedexperts Campus alerts Keyword, topic discussionmonitoringLinkedIn Employee recruitment Build professional network, Connect with alumni Recruitment Network events Alumni events Field, Industry discussions groupsYouTube Entertain Educate Recruitment video Virtual campus tour Student testimonialsInstagram Share photos Build community Tell stories with photosBlogs Help people Establish yourself as an expert Connect with people like you Stay active or knowledgeablein a field or topic Course journal Virtual scrapbook Breaking field and industrynewsFlickr Share photos Collaborate with others Virtual scrapbookWikis Knowledge transfer Collaborate with others Classroom CollaborationPinterest Share information/photos Digital, themed bulletin boardsVines Entertain Engage Event teasers If you’d like to create an official social media account that willbe recognized by the College, please fill out our NSCC SocialMedia Account Request Form. If you’re account has been active for sometime, it’s still agood idea to submit this form. That way we’ll be better able tosupport you.August 2015(High Level Objectives)Page 04

SOCIALMEDIABESTPRACTICES2BetransparentAlwayspause and think beforecommenting or sharing anopinion. If in doubt, don’t do it –stop and seek advice from yourmanager or another colleague.If you are responding, keepthese guidelines in mind.3Berespectful1BeresponsibleThere are no private socialmedia sites. Remember yourcomments can be searched,shared, forwarded, reposted4BeaccurateIf you are representingNSCC in social media, yourassociation with the Collegeshould be clear.Consider the impact of yourwords and posts on others;keep an even tone.56 Be7 Berelevant informativeBedeliberateHave a purpose and a planin place for why you’reparticipating in social media.Posts, tweets and commentsshould be meaningful to youraudience.Make sure you have all the factsbefore you post, double-checkyour facts and cite and link yoursources wherever possible.Posts, tweets and commentsshould be useful to youraudience.10 Be8 Be9 Behuman responsive accountableyour tone to the topic and beconversational.Listen, welcome suggestionsand feedback, and respondappropriately.Report mentions about NSCCthat you think need a responseor action.

SOCIALMEDIARESPONSE GUIDESuccessful social media accounts engage and interact regularly with theiraudiences. But not every online mention requires a response. Use thisassessment tool to help decide when a response or action is required andwhen it’s not.A post is made on your channelIs it positive?YESRespondLike or favouritethe comment.NOUnhappyIs the posting the result ofa bad experience with theorganization?MisguidedAre there inaccuraciesin the posting?ORAddress itCorrect itCorrect the misinformationwith a link to the correct information. Remember to usea respectful, helpful tone.Double-check your owninformation before posting.TrollStart a conversationwith the poster.Is the site or individualwho posted dedicated toa cause or focused onnegative comments?ORShare related content,such as informationfrom nscc.caor nsccnow.ca.RagerIs the post a rant,rage, joke orsatirical comment?SpamIs the post spam?Avoid itAvoid responding tothese posts and continueto monitor the situation.If it deteriorates,alert your managerand consult withthe Communicationsteam to determineappropriate action.Report itReport as spam orremove and respondto the owner.Acknowledge theindividual’s response andthen make theconversation private bytaking it offline or using adirect message.If you require helpaddressing the individual’sconcerns/facts, contactthe appropriatedepartment or facultyand/or Communications.

in social media. Without a plan for what you say and how and when you say it, you risk leaving your audience, at best, confused. At worst, they . may tune you out. Your social media plan should outline: Your goals (what you want to achieve) Your audience (who you wan to reach) The reason you’re on social media is to build .