Web

Guidelines for University Relations units

Identity Management

• Appoint at least two administrators, one of whom should be a full-time faculty/staff member.
• Use a logical username and/or page name and create a keyword-rich profile using brand language.
• Include full contact information for the department (physical address and e-mail at a minimum).
• Keep in mind that you could always be perceived as a spokesperson for Virginia Tech even if you are not officially.
• Follow or “like” other Virginia Tech identities.

Branding

• Follow the Virginia Tech Identity Standards and Web Guidelines.
• Use a Virginia Tech logo somewhere on your page. It does not have to be the avatar or profile picture.
• Include a link back to the unit’s webpage.

Content

• Use keyword-friendly titles and include links to relevant videos, news releases, features, and other Virginia Tech News stories to drive web traffic to www.vt.edu. Cross-promote other Virginia Tech identities when applicable.
• Let Virginia Tech brand drivers guide your content themes.
• Keep in mind that the value of social networking is the community of users you bring together and the contributions they make. Ask questions to engage audiences and cultivate interaction among followers. Post at least daily and utilize integrated marketing tactics to drive followers to your posts.
• Use photos as often as possible, but ask permission before tagging individuals.
• Leverage the positive spirit of social media and always follow Virginia Tech’s Principles of Community.
• Use good judgment when responding to comments. Provide updated or correct information when necessary, but do not be argumentative. Delete derogatory, inflammatory, or malicious comments.
• Confirm facts and official university positions before you post. Never leak a story.
• Absolutely do not post personal information or opinions on department pages. Per University Policy 12000, endorsements of political personages, businesses, or products should be avoided on university pages.