Social Media Standards & Best Practices

The purpose of these standards is to help Morehead State University social media managers build engaging, effective, and professional social media accounts that support the University's mission, strengthen the MSU brand, and connect with key audiences.

These standards apply to all official University social media accounts representing colleges, departments, offices, programs, centers, and other affiliated units.

✅ Account Approval and Administration

• All official social media accounts representing Morehead State University must be approved by the Office of Communications and Marketing (OCM) prior to creation. > Request Account Approval
• Accounts must have a clearly defined purpose that supports the mission, goals, or activities of the University.
• Accounts should be established using a University-managed email address rather than an individual's personal email account (ex. coma@moreheadstate.edu), when possible. If your department doesn't have a shared email address, request that from Information Technology. Note: Facebook is an exception, as it must be managed by one's personal profile.
• Each account must have at least 2 administrators to ensure continuity and account security.
• Departments are responsible for maintaining current account access and transferring administrative privileges when personnel changes occur.
• OCM should be notified when accounts are created, deactivated, transferred, or substantially modified.

🔵 🟡 Branding & Identity

• Official social media accounts must clearly identify their affiliation with Morehead State University.
• Account names, usernames, profile descriptions, and visual elements should align with University branding standards.
• Accounts should use approved University logos, graphics, and visual identity elements whenever applicable.
• Profile information should include:
  • The official name of the department, office, or organization
  • A link to the associated University webpage
  • Appropriate contact information
  • A link to the University's social media disclaimer
• Social media managers are encouraged to work with OCM to ensure branding consistency and effective visual presentation.
• Artificial Intelligence (AI) can be a valuable tool for creating content, but human judgment remains essential. All AI-assisted communications should follow the Morehead State University brand standards and use only official University logos, colors, fonts, and other approved brand assets.
• Creating or modifying MSU branding elements is prohibited. This includes:
  • Morehead State University logo ​
  • Morehead State University Eagle logo or Beaker mascot​
  • Allowing AI to determine brand colors​
• Photography: Avoid using AI-generated photos for social posts on official accounts.
• Contact Communications Marketing for help and refer to the brand standards.

🖼️ Content & Engagement

• Content should be accurate, timely, relevant, and aligned with the purpose of the account.
• Official University accounts represent Morehead State University and should reflect the institution's values and mission.
• Personal opinions, political endorsements, or unrelated content should not be shared through official University accounts.
• Social media managers should maintain an active and engaged presence by posting regularly and monitoring audience interactions.
• Content should, whenever possible:
  • Highlight student success and achievement
  • Promote academic programs, services, and events
  • Celebrate faculty, staff, alumni, and campus accomplishments
  • Showcase opportunities available to current and prospective students
  • Tell the story of Morehead State University
• Social media managers are encouraged to create authentic, audience-focused content that supports engagement and community building.

☑️ Accessibility, Privacy & Compliance

All social media activity must comply with University policies and applicable federal, state, and local laws.

Social media managers must understand and comply with:

• The Family Educational Rights and Privacy Act (FERPA) (training offered by Information Technology)
• Copyright and intellectual property laws
• Platform terms of service
• Confidential, private, or protected information must never be shared on social media.
• Accessibility requirements and best practices
• Whenever possible, content should be accessible to all audiences through the use of:
  • Alternative text for images
  • Captioned video content
  • Readable graphics and sufficient color contrast
  • Inclusive communication practices
• PG-55: Technology Resource Acceptable Use
• UAR 704: Communications, Marketing, Media Relations & Digital Publishing Policies

🙋Community Management

• Accounts should be monitored regularly for comments, direct messages, and other audience interactions.
• Social media managers should respond professionally, respectfully, and in a timely manner when engagement is appropriate.
• Content that violates platform standards, University policies, or applicable laws may be hidden, removed, or reported.
• Issues involving media inquiries, emergencies, threatening communications, or reputational concerns should be referred immediately to the Office of Communications & Marketing.

🧑‍🏫 Training & Support

All social media managers must complete the required social media training provided by the Office of Communications and Marketing.

Social media managers are encouraged to participate in ongoing training opportunities and stay informed about evolving social media trends and best practices.

The Office of Communications and Marketing serves as a resource for:

• Social media strategy
• Branding guidance
• Graphic design support
• Content planning
• Account management consultation
• Crisis communications support 
  • In the event of a campus emergency, Communications & Marketing is the official source for information and will lead any public responses in coordination with administrators, MSU Police Department and other agencies.

⭐️ Best Practices

Successful social media accounts contribute to a consistent, engaging, and authentic University presence.

Social media managers are encouraged to:

• Post high-quality, audience-centered content.
• Use photos and videos whenever possible.
• Collaborate with Communications & Marketing on major initiatives and campaigns.
• Share and amplify University-wide messaging.
• Focus on meaningful engagement rather than simply increasing posting frequency.
• Represent Morehead State University professionally and positively in all interactions.