The following are guidelines for administrators who represent 电子游戏软件 through social media. 它们是由大学传播办公室开发的, which oversees the University's official social media presence and chairs BC's 社交媒体 Council.
These guidelines provide tips for creating successful social media channels and for representing 电子游戏软件 in an appropriate, 真实的, 透明的, 安全的方式. 它们还包括对潜在陷阱的警告.
This 页面 is an ongoing project; guidelines will be revised or updated as new social media platforms emerge, 最佳实践不断发展, 或者出现新的问题.
If you are a BC social media manager and you have a suggestion or question, please email social@pulounge.com.
社交媒体应该成为更广泛的沟通策略的一部分. 考虑以下问题, 最好是在你开通一个新频道之前, 但即使它已经建立.
- 你希望达到什么目标?
- 谁是你的听众??
- 什么样的渠道能最有效地接触到他们?
- 你有足够的资源和承诺来运营好这些渠道吗?
- 其他相关部门是否已经在做类似的事情?
- 你需要多渠道吗? 更少、更强的渠道会更好吗?
Monitor the conversation on your channels—and beyond—to learn about your audiences’ likes, 不喜欢, 的态度, 以及社交媒体行为. 永远不要“发完就跑”,让接下来的谈话无人理睬. 定期查看你的频道:
- 需要回复的评论或查询
- 可以分享的帖子
- 应立即删除的令人反感的帖子、垃圾邮件或广告
- 应该被屏蔽的粉丝或追随者.g.,以处理垃圾邮件或违反网站规则)
其他人可能会对这篇帖子作何反应? Remember that "delete" only goes so far on the Internet, so use good judgment before each post.
- 帖子可以迅速传播,所以如果有问题,跳过它. (问一问:我是否愿意看到这篇文章因为我的频道而在网上被分享?)
- 另一方面, 一个积极的病毒式帖子可以提升一个账户的形象, 所以要注意那些具有广泛影响力的内容.
- 如果某件事涉及到一个有争议的话题(例如.g.(政治),它会导致激烈的讨论. 你准备好了吗?
Remember that audience members may have varying reactions to a post that appears to be completely positive.
- 为一本书获奖似乎是一个完美的职位, 但如果这本书的前提涉及一个热点问题, 持不同观点的听众可能会做出回应, 有时有力, despite the fact that the author of the book is affiliated with the organization of which they are a fan or follower.
- 例子: A post about a positive change to an organization's operating policy or physical plant may draw cheers – or boos from those who prefer it to stay the same.
- 例子: 一些观众会使用任何帖子,他们可以把这个话题带回委屈. 如果一个城市赢得了交通奖, 听众可以用它来回应对税收或学校的抱怨.
- 例子: 即使是看似良性的话题也会引起负面反应. The post "apples are the best" will draw a thumbs up from those who agree and thumbs down from those who prefer oranges. 这可以使一个活泼, spirited discussion that makes your channel a vibrant one — or it can unexpectedly turn nasty.
This doesn't mean that no news or topic that might draw potential disagreement can be posted. 而, 这意味着发帖应该是一项经过深思熟虑的活动, and social media administrators should be aware that monitoring and moderating a discussion may be needed.
保持页面新鲜, 理想情况下每日发布, 但不要太频繁,否则会占用用户的时间. 一个处于休眠状态的频道可能比根本没有频道更糟糕. 好的内容来源包括:
- 有用的提示、信息或提醒
- 链接到相关或有趣的校园网站
- 与你所在领域相关的当前或历史事实和花絮
- 获奖及成就
- 祝贺你并致以良好的祝愿
- 来自校园其他网站和频道的帖子
- 来自校外相关网站的帖子
- 评论或分享用户的帖子
- Campus-related照片
Don't guess or speculate about the answer to a University-related question or share information related to BC from unverified sources. 如果它是不准确的,你可能会开始或相信谣言.
- 如果是问题, either determine and relay the correct answer or refer the questioner to the appropriate website or department.
- If someone posts something inaccurate to your site, politely correct it or remove it (if necessary).
- 校对帖子以避免拼写错误.
通常,最受欢迎的内容是精心策划的,而且时间安排得很好. 你的听众在谈论什么? 当? 利用活跃、真实对话的帖子通常具有更高的参与度. The best social media practitioners also know the best times their audience is most active and likely to see posts on the various platforms.
No administrator should speak on behalf of 电子游戏软件 on University-wide issues without authorization, 一个BC部门的员工也不应该“代表”另一个部门说话. 除了, administrators should be clear about their affiliation with the University when answering questions or posting about BC, 即使是在外部平台上.
- Social media administrators should not use University channels to express personal opinions represented as University, 部门, 或者组织观点.
- Attribute any post that does not contain content original to your department and that does not link back to the originator's site (e.g.,包括图片来源).
在社交媒体上分享信息是一种公共传播.
- 不要发布与电子游戏软件相关的机密或专有信息, 其工作人员, 学生, 校友, 或大学社区的任何成员.
- Do not allow fans or followers to reveal their private information during an exchange on an open channel. 必要时将其离线.
- 不要过早发布任何校园新闻或信息. 如果你不确定,先检查一下.
网络犯罪真实存在.
- 重置社交账户的默认隐私设置,以控制谁可以看到什么, 如何搜索信息, 以及启用了哪些应用程序.
- 为每个网站创建一个强密码,并定期更改.
- More information on safeguarding privacy is available from BC Information Technology Services at pulounge.com/security.
Regular evaluations of your efforts should be carried out to improve content and strategy, 以及更多地了解你的听众. 分析热门帖子的参与度, 积极的和消极的, 看看哪些是成功的,哪些没有达到预期, 并且愿意改变策略,提出新的想法. 社交媒体是一个不断尝试和犯错的过程. 它不是一个项目,而是一个持续的努力.
在校园发生紧急情况时, we ask that all social media accounts affiliated with the University refrain from posting and direct followers to the official 电子游戏软件 accounts. Updates will also be posted on the 电子游戏软件 Police and BC 紧急 Management channels.
The following posts should be used on both Facebook and Twitter: “For updates on the current situation on campus, 遵循@BostonCollege. 谢谢你!.”
电子游戏软件负责社交媒体账户的人应该做到以下几点:
- 删除所有预定的社交媒体帖子,直到危机结束.
- Refrain from posting on social media channels after referring followers to @BostonCollege.
- Retweet and share any posts regarding the crisis from the official 电子游戏软件 accounts and the BC Police and 紧急 Management accounts.
- 不传播未经证实的事实和帖子.
- 如果你不确定如何处理一种情况或职位,请向 社交媒体团队.
- 如果你在社交媒体上看到可能对危机或调查有帮助的帖子, 联系电子游戏软件警察局:617-552-4444.
在危急情况下, 在公开大学注册的社交媒体经理将通过电子邮件和 社交媒体委员会 页面.
如果你对电子游戏软件的社交媒体危机沟通计划有疑问, 请联系赞娜·奥洛夫, ollove@pulounge.com.