Social Media Best Practices
Is your department thinking about jumping into social media to better connect with your students? Are you already rocking Facebook, Twitter, Instagram and Snapchat? Regardless of whether you’re a social media expert, or starting out for the first time, these guidelines and best practices were created with you in mind!
在社交媒体上发表文章并与人们互动，也有类似的义务 they would if you were working with traditional media. These social media guidelines 是为新墨西哥理工的各个部门和部门设计的吗 their social media presence. These recommendations apply only as far as Tech employees 确认自己是学校的员工，或者正在使用学校的社交网站 media accounts.
Getting Started - Questions to Think About
Does Social Media support the conversation you want to have with your audience
Does my audience regularly engage in social media?
Does my organization have enough content to keep users engaged on a regular basis?
我的组织是否有足够的资源来积极维护社交媒体的存在.
Who is your audience?
Who are you creating content for? Current students? Recent alumni? This will depend based on the department you are working with.
然后，您的受众将帮助确定您想要创建的内容类型和 share with them, and how you want to engage with them.
例如，学生活动，菲德尔学生中心和学生会 帐户将创建当前学生更感兴趣的内容，进步 和校友关系可能会创造内容，并与他们的观众更多地接触 like a “college friend.”
You need to think like a member of your audience - why do they like Tech? If they are an alum, what were some of their fond memories of Tech and Socorro? What kind 他们感兴趣的信息，以及他们想如何参与 your social media accounts (if at all)?
给他们一个提供内容的机会，把你对大学活动的报道联系起来.
Get Your Content Together
在任何社交媒体平台上首次创建帐户时，您将需要以下内容 information anyway, so it is best to have this available ahead of time:
- 标题(我们建议在你的项目/单位/部门前加上“NMT”或“New Mexico Tech” title)
- 内容类型(大多数NMT Facebook页面适合“公司，组织或 Institution” category and “Education” or “Science” sub-categories)
- A profile picture/NMT logo for your program/unit/department. Make sure this logo fits the New Mexico Tech Marketing and Communications Identity Standards
- 关于你的组织的基本信息(Facebook建议添加你的网站， Twitter Page or other social media accounts in this area as well).
- A plan for posting content and marketing your new social media accounts.
Official NMT Web Colors
If you’re running a New Mexico Tech Social Media Account, you need to be using NMT’s Official Dark Blue and Rust!
Creating the Right Content Once You’ve Started
Who is your audience? Once you answer this question you’ll be able to create the content that will connect with them the best.
Is it students? Faculty and Staff? Alumni? Each audience want a different story of 大学生们想知道校园里发生了什么，怎么做的故事 about enjoying campus life, tips to improve their grades; alumni want to hear positive 关于他们母校的故事，这些故事会提升他们的自豪感，甚至可能会想要 to encourage them to donate.
You want to create content that your fans will want to share with their fans.
如果你没有时间或资源去创造受众会觉得有用的内容，
你需要问问你的部门是否需要在社交媒体上，或者是否需要一个静态的网站
would work better for your needs.
Social Media Etiquette
Remember when you are posting on official NMT social media accounts, your content and engagement reflects on the Institute.
- Avoid controversial issues or inflammatory statements.
- Be positive in your interactions with your fans or followers. Make sure you don’t alienate or upset your fans or followers when you are engaging with them.
- Use sound judgment when creating your posts/images/tweets/etc. Once posted, your content can go anywhere.
- 在创建帖子或回复评论时，请记住FERPA和HIPAA要求.
Always Be Engaging
你想让你的听众有机会与大学建立联系，并帮助发展大学的文化 brand and identity.
总是寻找机会与你的受众/潜在受众进行对话. We need to meet with our audiences where they are, interest-wise. What pop culture events are going on that you can leverage to keep your audience interested in your department?
Your accounts need to have some personality behind them, people want to know there is someone running these accounts, and not just an automated RSS feed.
Focus on Your Audience
关注你的用户想要什么，你想成为一个有价值的信息来源 to them, as well as engaging.
你正在与你的用户建立一个社交社区，当你想提供 向你的听众传达信息，记住——这是讨论，不是大喊大叫.
Be Authentic
Listen and respond to your audience
Insider Information - You need to serve as a connection between your audience and the information that they can't quickly find.
Participate and Share -Think like a student. Answer the questions and provide content that people really want to know about.
Network Specific Guidelines
如果你想建立一个社区或与一个有限的群体交流，比如 a “Class of 2020”, then consider making a Facebook Group. If you are creating a Facebook 在大学课程中，你可能想要考虑一个私人或隐藏的Facebook Group.
对于您希望增加和/或无限期存在的大型存在，例如 a department, school, or college, a Facebook Page is probably the better option. Pages are an excellent way to connect with the Tech Community. That being said, they are 也是大学的一个非常明显的代表，应该只有在创建之后 careful planning and consideration.
Establish Page Administrators
同样，你也不应该只让一个人负责 对于一个大学单位的电子邮件帐户或网站，你不应该只有一个人 be an administrator for your unit's Facebook Page. We recommend having no less than 两名受信任的个人被列为页面管理员，不包括新墨西哥 Tech Digital Media Manager.
Having more than one administrator ensures that you will still maintain access to 如果你的管理员从你的单位分离，你的页面，毕业生，有一个 unexpected emergency, etc.
Page/Group Management:
Who will be primarily responsible for posting new content?
Who will be primarily responsible for monitoring activity on the Group/Page?
What policies will need to be in place to responsibly manage the page? (see Disclaimer section for more details)
Who will your backup administrators be?
Will student employees be given administrator access to this Page/Group?
Twitter is a microblogging social network. Unlike Facebook, which allows you to grow 并通过“朋友联系”来接触你的受众，Twitter是一个面向外部的平台 network. 推特鼓励你与那些你没有联系或关注的人互动， based on your interests, or a shared connection.
与人交谈的能力是社交媒体的重要组成部分. Twitter让你有机会与世界各地的人谈论任何事情 you find interesting, or just update your friends and family with what's going on. Twitter has also become the "backchannel" for discussion about events in the news.
Retweeting (RT) is a way for others to share your messages via Twitter. If you limit your Tweet length to 200-240 characters if possible, to make it easier for people to retweet your content.
一致性是使用Twitter的关键——你需要为tweet的数量设定一个目标 you want to make per day and work to reach that goal over time. You also don’t want 只是重复你在Facebook上分享的信息，这是两种不同的 social media audiences.
直接消息:您可以使用直接消息传递系统(DM)直接响应这些消息 who are following you on Twitter. You can address criticisms or other negative comments directly, if necessary.
Questionable Content
不时地，你的观众会发布内容或评论，你或会员 of your department, will find questionable. Developing a plan to respond to these 在情况出现之前，你可以做出明智的、战略性的反应 rather than rash ones.
Do not delete/ignore negative comments just because they are negative. You should act quickly to address the criticism given, and contact the person involved to see how you can help resolve the issue, is possible.
When to delete a post/comment
Facebook等网站上的反馈只有在违反规定的情况下才应该被删除或移除 NMT页面策略或您所在部门自己的页面策略(参见下面的详细信息) Establishing a Page Policy). Unless the comment or post is a violation of these policies, you should attempt to resolve the issue without censoring your page. In many cases, 充分利用的页面往往会培养忠诚的用户，他们会支持或回应 to criticism on your behalf. In other cases, negative posts allow you to respond publicly, thus turning a negative situation into a positive one.
Example of a negative post worthy of a public response:
莎莉:“我今天刚看了《威尼斯人app下载》，真不敢相信你们部门裁员了 your hours to service! Aren’t you here to HELP students instead of making their lives more difficult?!”
Department Response: “Hi Sally! Thank you for your feedback. We appreciate that you 足够关心我们的服务来评论今天的文章关于的变化 hours at our department. Budget cuts have indeed reduced our traditional service hours, 然而，我们现在可以帮助你在任何地方，任何时间通过Facebook，我们的 website...”
Example of a negative post worth of a private response:
Ted: “I just got my financial aid award letter and found out that I won’t be able to afford Tech this semester! Thanks for being so expensive!”
Department Response: “Hi Ted. We’re sorry to hear about your situation. Please send 给我们发一条私人FB消息，或者打电话835-XXXX讨论你的情况，看看是否可以 there is anything we can do to help.”
What types of comments should be outright deleted?
That is a decision that only you can make. Generally, posts that offensive (including, but not limited to, racist, sexist, homophobic or anti-Semitic statements) should be deleted. If you delete a post by a user, you should consider sending him/her a 私人信息，详细说明了帖子被删除的原因以及他们如何适当地删除 address concerns (aka have an educational moment with him/her).
所有NMT官方社交媒体账户保留删除内容的权利 considered inappropriate. Please contact NMT's Marketing and Communications Office if you need help addressing questionable content.
Finally, Get Involved!
随着你在使用社交媒体方面的技能、知识和能力的发展，你会的 find that you become increasingly resourceful to others on campus. Please consider being part of the dialog surrounding the evolving world of social media.
如果你对为你的部门设置社交媒体账户有其他问题， or addressing any other social media concerns, please contact NMT’s Marketing and Communications Office.