(1) This Policy is effective from 21 March 2023. (2) This Policy sets out the University’s expected behaviour and conduct of students, staff and associates on social media. (3) This Policy applies to use of social media by students, staff and associates, anywhere in the world, when there is a connection with the University. (4) Use of social media will be considered to have a connection with the University in each of the following circumstances: (5) University social media channels are used to create engagement and to promote the University. (6) The University acknowledges the important role of social media within University activities including: (7) Freedom of Speech and Academic Freedom are defining values of the University. Social media activity by students, staff and associates is supported by the Code for Upholding Freedom of Speech and Academic Freedom. (8) When using social media in both a professional and personal capacity, students, staff and associates must at all times comply with all relevant laws, University policies and procedures, including the Code of Conduct, Student Code of Conduct, Deakin University Enterprise Agreement 2023, Code for Upholding Freedom of Speech and Academic Freedom, Privacy policy, Information and Communications Technology Acceptable Use Policy, Information and Communications Technology Security procedure, Government and Political Engagement policy, and, in particular: (9) All public facing Deakin-related social media accounts, channels, groups, pages or networks must be approved by the Social Media and Content Manager. Any of these that exist without prior authorisation may be amended or removed by the Social Media and Content Manager or nominee, or where necessary reported to the relevant social media company (e.g. Facebook) for removal. (10) Account owners are responsible for ensuring the account adheres to Deakin’s policies and procedures, including the Code for Upholding Freedom of Speech and Academic Freedom, Code of Conduct, Student Code of Conduct, Privacy policy, Copyright policy and Copyright procedure, as well as other University guidelines, such as the applying relevant style guides and Digital Accessibility Guidelines; and that the account is active with regular posts, maintains a sufficient level of relevant content, engagement and monitoring. Non-compliance may result in the account being removed by the Social Media Manager or nominee, or where necessary reported to the relevant social media company (e.g. Facebook) for removal. (11) All public facing Deakin-related social media accounts must have at least two administrators with access to the account at all times. When a staff member who is an administrator of a social media account leaves the University, an alternative administrator must be assigned. If requested, the Social Media and Content Manager or nominee must also be granted administrative access to the account. (12) Students, staff or associates who are designated to represent the University via social media must use an approved official social media account and disclose their affiliation with and role in the University in the bio or profile section of the account. (13) Any breach of this Policy, including not following directions from the Social Media and Content Manager relating to the use of social media, may result in disciplinary action being taken under the Student Misconduct procedure and the Staff Discipline procedure. (14) Any student, staff member or associate who has concerns regarding a breach of this Policy must contact the Social Media Team at socialmedia@deakin.edu.au. If the Social Media and Content Manager believes there is a potential breach of this Policy the matter will be escalated to: (15) The Brand and Marketing Communication’s Social Media Team is responsible for the development and management of the flagship Deakin University accounts on all social media channels. (16) Approvals for new Deakin-related social media accounts are granted at the discretion of the Social Media and Content Manager or nominee, when they are satisfied that: (17) Applications for new Deakin-related social media accounts can be made by completing the social media request form. Applications should only be submitted upon satisfying the criteria in the New Deakin-related social media account checklist (see Social Media at Deakin). (18) The Social Media and Content Manager or nominee will review the application and within 10 business days will: (19) Once the Social Media and Content Manager or nominee is satisfied that the Social Media Strategy is appropriate, the Social Media and Content Manager will advise the requestor that their request to develop a new account is approved. (20) The Social Media Team will direct the requestor to resources to assist with setting up and managing the account, including the Social Media Guide, which covers governance information such as content approval, moderation and asset security, as well as guidelines on using the correct logo, as per the Brand Visual Style Guide. (21) Once the account is created, the account name, URL and account owner’s name must be provided to the Social Media and Content Manager or nominee for record keeping purposes. (22) All Deakin-related social media accounts must be managed in accordance with best practice guidelines and their approved Social Media Strategy. (23) Where the channel allows for changes in layout or design, photographs and imagery that reflect the University, and official University colours, should be used. Requests for use of brand elements must be submitted to identity@deakin.edu.au. (24) All Deakin-related social media accounts, intended for a current student audience, must comply with the Student Communication and Information policy and procedure, and Framework for Student Communication. (25) All Deakin-related accounts will be audited at least annually by Deakin’s Social Media Team and contact will be made with account owners of any account that is not being maintained to an adequate standard regarding possible disablement of the account. (26) During a critical incident at or relating to Deakin, the Social Media Team will assume its position in the University’s Critical Incident Management Team (CIMT). When posting on Deakin-related social media channels about the incident, only messaging that's been approved by the CIMT can be used. (27) During an incident, users should be directed to the flagship Deakin University accounts to ensure they receive accurate and up-to-date information. (28) Account owners are responsible for overall monitoring and the escalation process for any issues related to their account. (29) If a post or an account attracts significant negative commentary, the Social Media Team must be notified by emailing socialmedia@deakin.edu.au. The post in question should be monitored at a higher frequency by the account owners until the negative commentary has subsided, avoid engaging with the commentary where possible and refer to the instructions within the Social Media Response Guide. (30) High risk comments, such as serious accusations, death threats, threats of violence or self-harm, racist comments, homophobic comments, sexual or gender harassment statements, or discussions of illegal activity require immediate action by the account owner who must follow the directions in the Social Media Response Guide and contact the necessary stakeholders listed. (31) The Social Media and Content Manager or nominee may remove or direct the removal of any comments, posts or accounts deemed non-compliant. Non-compliance includes breaching this or any other policy, procedure or law, or failure to adequately manage or maintain the account. (32) Individuals who are the target of comments on social media that they consider to be non-compliant, or who see issues online that the University may not yet be aware of, must email the Social Media Team at socialmedia@deakin.edu.au. (33) If an individual is reported to the Social Media Team for making non-compliant comments from a personal social media account, it may be considered a breach of this Policy. (34) For the purpose of this Policy:Social Media policy
Section 1 - Preamble
Section 2 - Purpose
Section 3 - Scope
Top of PageSection 4 - Policy
General Principles
Professional and Personal Use of Social Media
University use of social media accounts
Policy breach
Section 5 - Procedure
University social media accounts
Crisis management
Monitoring and managing issues
Section 6 - Definitions
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Refer to the Social Media Response Guide for further information.
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