University Communications | Social Media | Social Media Procedures

Social Media Procedures

Published August 31, 2026

These procedures supplement UNC Greensboro’s social media policy, located in the University’s policy manual.

I. Account Registration and Management

Account Registration

  1. New Accounts:
    • Any new social media account representing UNCG, including departments, units, schools, centers, programs, or any affiliated entity, must be submitted for review and approval through the official social media account registration form. The proposal will be reviewed by the social media team, under the guidance of the Director of Social Media Strategy, within 14 business days.
  2. Existing Accounts:
    • Account Administrators should complete social media audits administered by the Director of Social Media Strategy by the communicated deadline. The social media team will review existing accounts to determine if any are out of compliance with the social media policy and notify account administrators of necessary improvements. Account administrators will generally have 30 days to make improvements. University Communications’ online social media directory will be updated to reflect approved official social media accounts. Audits can be completed on the Social Media Information form.
  3. Branding and Directory:
    • Once approved, account administrators will have access to additional branding materials and the account will be listed in the University’s Official Social Media Account directory, making the account officially recognized under UNCG’s communications strategy. Administrators also will be added to a Microsoft Team that shares relevant communications and resources, and a campuswide social media management platform.

Considerations before Proposing Social Media Accounts

Before proposing a new social media account, the account creator should take into consideration the following factors:

  1. Purpose and Alignment with Strategic Goals
    • Before a proposal for a new account is submitted, creators should ensure that the creation of a new social media account aligns with the broader strategic goals of the University or department. The account’s goals should complement existing efforts and be clearly articulated in the proposal.
  2. Consultation and Feedback Process
    • Prior to submitting an account proposal, the creator must seek consultation or feedback from the social media team and, if necessary, the unit’s administrative leadership. This process will help determine if the new account aligns with the university’s overall social media strategy, avoids redundancy, and contributes positively to the university’s online presence. This may involve gathering input regarding the target audience, expected content, and the potential impact on existing accounts.
  3. Creation of Multiple Accounts and Audience Impact
    • The creation of multiple social media accounts around related matters may lead to inconsistency in the collective University audience, reputation, and voice. Creators should carefully assess how a new account might complement, create confusion, or detract from existing official social media accounts and their audiences.
  4. Appropriateness of Social Media Presence
    • Not all units, offices, or departments require a social media presence. Before proposing an account, creators should evaluate whether a social media account is appropriate for their unit, considering whether it will effectively serve the intended audience.
  5. Capacity and Resources
    • A new social media account requires sufficient resources to sustain content creation, engagement, and management. If there is not enough capacity within the unit to dedicate time, personnel, and planning into maintaining the account, it is unlikely to achieve its communication goals. Proposals should include a clear plan for content creation and management, as well as how ongoing engagement will be handled.
  6. Content Plan and Frequency
    • The type, availability, and frequency of content for the proposed account should be carefully considered. Content must be timely, relevant, and consistent to build a loyal following and effectively engage the target audience.

Registration Information

  1. Required Information:
    • When submitting an account for approval, the creator must provide the following through the Social Media Information form:
      • Identification of at least two account administrators, who must adhere to the policies set forth.
      • The email address or parent profiles that the accounts will be registered to.
      • A completed social media strategy for the proposed account. University Communications has provided a worksheet template on the Social Media Resources page.
      • A suggested account name and handle.
      • Proposed visual assets for the account (e.g. profile picture, cover image), if applicable.

II. Account Administrators

Account Administration

  1. Account Administrators:
    • Every Official Social Media Account must be administered by at least two non-student University employees.
    • Social Media Accounts must be registered as business or brand accounts, when feasible, and adhere to relevant copyright and licensing requirements.
  2. Access and Security:
    • Where feasible, official social media accounts should be registered to a department/unit-level email address instead of an individual employee’s email address.
    • Administrative access for all accounts must be granted to University Communications for support in the event of turnover or crises. Information should be submitted through the Social Media Information form.
    • Passwords and access credentials should be stored securely and updated annually. The sharing of credentials should be limited to account administrators and the University Communications social media team.
    • Two-factor/multi-factor authentication: Account administrators should enable two-factor authentication for accounts and take steps to guarantee access to other administrators on the team. If feasible, enable email-based verification and store backup codes in a secure, but accessible location to ensure account continuity.

Roles and Responsibilities

  1. Content Creation and Review:
    • Account administrators are responsible for the strategic development, creation, and approval of content. This includes ensuring content accuracy, adherence to university guidelines and federal digital accessibility requirements, and maintaining a consistent voice and tone.
  2. Analysis and Review
    • Account administrators should periodically review account performance to determine if the channels are meeting the department/unit’s goals. They also should participate in campuswide social media audits initiated by the Director of Social Media Strategy.
  3. Compliance:
    • Administrators must ensure that all content adheres to the social media policy and these procedures. They are responsible for communicating any operational changes to the social media team.
  4. Engagement:
    • Administrators must monitor all conversations on the account and engage with users as needed. Responses should be prompt, ideally within 48 hours, and always aligned with university policies and tone.
  5. Escalation:
    • In case of crises, emergencies, or any major incidents involving the University, account administrators must adhere to instructions from the Director of Social Media Strategy or the crisis communication team. Posting on social media may be paused until given direction.
  6. Vacancy Protocol:
    • If an Account Administrator leaves or is reassigned, the remaining administrator must inform the social media team within 30 days and work to identify a new secondary administrator. The transition must include proper training for the new administrator on their responsibilities. To notify the social media team of an administrator vacancy or change, please contact the Director of Social Media Strategy and the communications partner for your unit, if applicable.
  7. Account Retirement:
    • Official social media accounts that post infrequently or are inactive for more than 90 days are subject to review for deletion or deactivation. An account also may be retired if the department/unit, in consultation with the social media team, determines that it no longer serves a business purpose. Before retiring the account, the responsible unit should notify the social media team, and after approval, export a copy of published posts covering a minimum three-year period or maximum five-year period and store in a designated departmental SharePoint directory to comply with the University’s data retention policy. The department/unit also should direct followers to other sources of information and update digital and print assets where the accounts were promoted.

III. Branding and Community Building

Account Branding and Naming Conventions

  1. Profile Imagery:
    • Profile and cover images should follow University brand guidance, available on the University Communications site, to ensure consistency in UNCG’s online presence.
  2. Naming Standards:
    • Account names and handles must be standardized for ease of searchability and consistency across platforms. The social media team will review proposed names to make sure they align with University guidelines.
  3. Approved Graphic Templates:
    • Accounts will have access to a repository of official, university-approved templates and graphics through Canto, Canva Enterprise, or Adobe Express. These resources are intended to ensure consistency while providing flexibility for unique unit needs.
    • Departments are not required to exclusively use these templates; however, all content must adhere to University brand standards, including approved fonts, color palettes, logos, and graphical elements. See UNCG brand guidelines.

Community Guidelines

  1. Community Management
    • Account administrators should ensure that channels are appropriately monitored during business hours. Where possible, answer questions or issue corrections where misinformation might be present.
      • Example commentary: “I can’t wait to tell my cousins about this [student event] taking place this week. They’ll be excited to visit campus for this.”
      • Example response: “Hi, ______. We’re glad you’re excited about the event! It’s open to current students who show their student I.D.”
    • If issues arise in the public forum areas of social media, attempt to respond or reach out in a private direct message to isolate and address the issue in a more individualized setting. However, use discretion as private messages may be shared with a broader audience.
    • All commentary does not warrant a response, but all commentary should still be monitored. Please reach out to the social media team if you have questions or concerns.
  2. Listening and Engaging
    • Reciprocate when your audience engages with you. Comment on or like their comments, respond to mentions, and like and/or comment on their content. This helps to create a community and boost visibility of published content. 
    • Use discretion when using non-branded gifs or memes in response, as they may have controversial origins or reference other brands. Custom or brand-specific responses are an opportunity for building recognition of your account’s voice. 
    • Where possible, engage in proactive social media listening to identify conversations around your office, division, or college, and trending topics that might impact content publishing.  
    • Use discretion and consider the impact of entering conversations in which your account has not been invited, or that do not pertain to UNCG. Examples of when it might make sense to do so include sharing congratulatory remarks on the post of an alumnus or community partner.  
    • Refrain from using official social media accounts to comment on matters of contemporary political debate or social action or “political controversies of the day,” per UNC System policy. This does not apply to promotion of faculty/staff expertise or other content authorized by University Communications or department/unit leadership.

Copyright and Trademarks

  1. Copyright and Trending Content
    • Engagement with social media trends (including, but not limited to, memes, remixes, audio clips, or video formats) is permissible only where the materials are (a) provided within the platform’s approved library (e.g., licensed audio, filters, or effects), or (b) otherwise owned or licensed by University units. 
    • The reproduction, downloading, or adaptation of copyrighted music, images, video, or trademarked material from third-party sources without authorization is prohibited, regardless of the popularity, viral status, or widespread circulation of such material.  
    • Responsibility for compliance with intellectual property law rests with the account administrators. Questions regarding the permissibility of content must be referred to University Communications prior to publication. The office will consult with the Office of Institutional Integrity and General Counsel as necessary in matters involving legal interpretation or potential liability.
    • The use of AI technologies for asset creation should adhere to the University’s brand and marketing guidelines.

IV. Crisis Communication Procedures

Emergencies and Alerts:

In the event of an emergency, the Crisis Communication Team will issue crisis alerts on behalf of the University and provide updates on the University’s Spartan Safe website and the University’s primary social media accounts. Account administrators may amplify related messages from these primary accounts or direct inquiries to the Spartan Safe website. Otherwise, they should refrain from posting original content or comments until they receive instructions from the Crisis Communication Team or University Communications. 

Crisis Management:

Account administrators must comply with the Crisis Communication Team’s direction to ensure that messaging is consistent across all platforms. They must also follow requests from University Communications to suspend non-crisis-related posting until further notice. Account administrators should monitor comments and direct messages related to their channels and notify the Director of Social Media Strategy if there is a need for a University response. 

Social Media
Share This