Social Media Best Practices

你的部门是否在考虑加入社交媒体以更好地与人交流 your students? 你已经在Facebook、Twitter、Instagram和Snapchat上疯了吗? 不管你是一个社交媒体专家，还是初学者 随着时间的推移，这些指导方针和最佳实践是为您创建的!

Publishing and engaging with people on social media carries a similar obligation as 如果你和传统媒体合作，他们会的. These social media guidelines have been designed for New Mexico Tech’s various divisions and departments develop their social media presence.  这些建议只适用于科技员工 identify themselves as employees of the university, or are using university social media accounts.

Getting Started - Questions to Think About

社交媒体是否支持你想要与你的受众进行的对话

我的受众是否经常使用社交媒体?

我的组织是否有足够的内容让用户定期参与?

Does my organization have the resources to actively maintain a social media presence.

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.

Your audience will then help determine the kinds of content you want to create and 与他们分享，以及你想如何与他们互动.

For example, while Student Activities, Fidel Student Center, and student government accounts would create content that current students find more interesting, Advancement and Alumni Relations will probably create content and engage with their audience more like a “college friend.”

你需要像你的听众一样思考——他们为什么喜欢科技? If they 是校友，他们对Tech和Socorro有什么美好的回忆吗? 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)?

Give them a chance to provide content and connect to your coverage of university events.

Get Your Content Together

When first creating an account on any social media platform, you will need the following 总之是信息，所以最好提前准备好:

如果你在经营新墨西哥科技公司的社交媒体账户，你需要使用 NMT’s Official Dark Blue and Rust!

Creating the Right Content Once You’ve Started

Who is your audience? 一旦你回答了这个问题，你就可以创建内容了 that will connect with them the best.

Is it students? Faculty and Staff? Alumni? Each audience want a different story of the university - students want to know what is going on across campus, how-to stories about enjoying campus life, tips to improve their grades; alumni want to hear positive stories about their alma mater, stories that will boost their pride and may even want to encourage them to donate.

你想要创造的内容，你的粉丝愿意与他们的粉丝分享.
If you don't have time or resources to create content your audience will find useful, you need to ask if your department needs to be on social media, or if a static website would work better for your needs.

Social Media Etiquette

请记住，当你在NMT官方社交媒体账户上发帖时，你的内容 and engagement reflects on the Institute.

Always Be Engaging

You want to give your audience a chance to connect with, and help develop, the university’s brand and identity.

Always be looking for chances to have conversations with your audience/potential audience. 我们需要迎合用户的兴趣. 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 是不是有人在管理这些账户，而不仅仅是一个自动的RSS订阅.

Focus on Your Audience

Be focused on what your users want, you want to be a valuable source of information to them, as well as engaging.

You're building a social community with your audience, and while you want to provide information to your audience, remember - this is a discussion, not a shouting match.

Be Authentic

Listen and respond to your audience

内幕消息——你需要在你的听众和 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

Facebook

如果你想建立一个社区或与一个有限的群体交流，比如 “2020届毕业生”，然后考虑创建一个Facebook群. If you are creating a Facebook presence for a university course, you might want to consider a Private or Hidden Facebook Group.

For a large presence that you hope will increase and/or exist indefinitely, such as 在一个部门、学校或大学里，Facebook页面可能是更好的选择. Pages 是与科技社区建立联系的绝佳方式吗. That being said, they are also a very visible representation of the university and should only be created after careful planning and consideration.

Establish Page Administrators

In the same way that you should never have just one single individual be in charge of a university unit's email account or website, you shouldn't have just one person 成为你单位Facebook页面的管理员. We recommend having no less than two trusted individuals listed as page administrators, not including the New Mexico Tech Digital Media Manager.

拥有多个管理员可确保您仍然可以访问 your page in the event that your admin separates from your unit, graduates, has an unexpected emergency, etc.

Page/Group Management:

谁将主要负责发布新内容?

谁将主要负责监察小组/网页上的活动?

需要采取哪些政策来负责任地管理页面? (see Disclaimer section for more details)

Who will your backup administrators be?

学生员工是否有权限访问这个页面/组?

Twitter

Twitter is a microblogging social network. Unlike Facebook, which allows you to grow and reach out to your audience through “friend connections,” Twitter is an outward-facing network. Twitter encourages you to interact with people who you aren't connected to/following, based on your interests, or a shared connection.

The ability to have a conversation with people is an important part of social media. Twitter gives you the opportunity to talk with people around the world about anything 你觉得有趣，或者只是更新你的朋友和家人发生了什么. Twitter也成为讨论新闻事件的“反向渠道”.

转发(RT)是别人通过Twitter分享你的信息的一种方式. If you limit 如果可能的话，你的推文长度为200-240个字符，这样更容易让人们看到 to retweet your content.

Consistency is key in using Twitter - you need to set a goal for the number of tweets 你想每天都做，并努力实现这个目标. You also don’t want to just repeat the information you are sharing on Facebook, these are two different social media audiences.

Direct Messages: You can use direct messaging system (DM) to respond directly to those who are following you on Twitter. 你可以处理批评或其他负面评论 directly, if necessary.

Questionable Content

From time to time your audience will post content or comments that you, or members 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.

不要因为负面评论是负面的就删除或忽略它们. 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

Feedback on sites like Facebook should only be deleted or removed if it is in violation of the NMT Page Policy or your division’s own Page Policy (see below for details on Establishing a Page Policy). 除非评论或帖子违反了这些政策， 您应该尝试在不审查页面的情况下解决问题. In many cases, pages that are well utilized tend to develop loyal users who will support or respond to criticism on your behalf. 在其他情况下，负面帖子允许你公开回应， 从而把消极的情况变成积极的情况.

值得公众回应的负面帖子的例子:

Sally: “I just read the Chieftain today and cannot believe that your department reduced your hours to service! 你不是来帮助学生的吗，而不是去改变他们的生活 more difficult?!”

Department Response: “Hi Sally! Thank you for your feedback. We appreciate that you care enough about our services to comment about today’s article about the change in hours at our department. 预算削减确实减少了我们传统的服务时间， however, we are now available to help you for anywhere at anytime via Facebook, our website...”

私人回复的负面帖子价值的例子:

泰德:“我刚收到我的经济援助奖信，发现我不能 to afford Tech this semester! Thanks for being so expensive!”

Department Response: “Hi Ted. We’re sorry to hear about your situation. Please send us a private FB message or call us at 835-XXXX to discuss your situation and see if there is anything we can do to help.”

哪些类型的评论应该被直接删除?

That is a decision that only you can make. Generally, posts that offensive (including, 但不限于种族主义、性别歧视、恐同或反犹太言论) be deleted. 如果你删除了一个用户的帖子，你应该考虑给他/她发一个 private message detailing why the posting was removed and how they can appropriately 解决问题(也就是和他/她有一个教育时刻).

All official NMT social media accounts reserve the right to delete content that is considered inappropriate. 请联系NMT的营销和传播办公室 如果您需要帮助解决可疑内容.

Finally, Get Involved!

As you develop your skills, knowledge and abilities in using social media, you will 发现你对校园里的其他人来说变得越来越机智. Please consider 成为不断发展的社交媒体世界对话的一部分.

If you have additional questions about setting up social media accounts for your department, 或解决任何其他社交媒体问题，请联系NMT的营销和 Communications Office.