Account Approval and Oversight
Prior Approval Required: Do not create any social media accounts representing UTRGV without obtaining prior approval from the University Marketing and Communications (UMC) Social Media Manager. All departmental social media accounts are considered university property and must be registered accordingly.
Administrative Access: Once an account is approved, the UMC Social Media Manager must be given administrative access for oversight and emergency purposes. This can be done by adding them as an admin or sharing account credentials. Existing accounts created before these guidelines must also add the UMC Social Media Manager as a co-admin.
Platform Restrictions
Platform Restrictions: Comply with state directives, such as the Texas ban on TikTok for official use. Do not create accounts or post content on prohibited platforms. Stick to approved platforms (e.g., Facebook, Twitter/X, Instagram, LinkedIn, YouTube) unless explicitly permitted to use a new platform.
Platform Suitability: UMC has the authority to determine if a platform or account is unsuitable, unkempt, or poses a security risk, and can require changes or removal of the account.
Account Maintenance & Security
Active Management: "Set and forget" is not acceptable. Regularly update and respond promptly on your department's social media accounts. Neglected accounts reflect poorly on the university. The UMC Social Media Manager may flag unmaintained accounts and after attempts to contact you, may disable or remove them. If you can no longer maintain the account, either formally close it or seek support for strategy adjustment.
Password Management: Use strong, unique passwords and create accounts with departmental emails—not personal contacts. Limit admin roles to essential staff, regularly review access, and remove anyone no longer managing the accounts. Change passwords immediately when staff leave or change roles.
Protecting Privacy: FERPA & HIPAA Compliance
As university representatives, it's essential to protect private student information in compliance with federal laws:
FERPA (Family Educational Rights and Privacy Act): Protects student education records and personally identifiable information.
HIPAA (Health Insurance Portability and Accountability Act): Protects individuals' medical records and personal health information.
What You Should Not Post:
Avoid sharing or responding to any private or sensitive student information, including:
- student ID numbers,
- grades or class schedules,
- academic records,
- transcripts, or
- financial aid info,
- disciplinary or immigration status,
- medical or health details
Any personally identifiable information.
Additional Guidelines
Internal Promotion: Departments should not engage external social media influencers or pay individuals to promote UTRGV programs on their personal channels. Instead, leverage the internal community (students, faculty, staff, and alumni) as brand ambassadors. Do not endorse or appear to endorse commercial products or political candidates/causes on official accounts, as this can imply university endorsement, which is prohibited.
Proper Licensing: Only post images, videos, or music that you have rights to use. Do not use random images from the internet without proper licensing, as this can violate copyright laws. Utilize UTRGV's own photos/videos, obtain permission from the owner, or use royalty-free resources. Ensure all custom graphics align with UTRGV brand guidelines, including correct use of logos, colors, and fonts.
Maintain Professionalism: Use a respectful tone in all interactions. Avoid engaging in arguments or responding defensively to negative comments. You may hide or delete comments only if they containing profanity, hate speech, or spam. However, complaints and general negative comments may not be deleted, as doing so can infringe on individuals' rights to freedom of speech. Employees are held to the same standards online as in person; offensive or inappropriate comments/posts can result in disciplinary action.
Personal vs. Professional: These guidelines primarily govern official accounts. However, staff or faculty who mention their UTRGV role on personal social media should avoid blurring personal views with the university's stance. Including a "Posts are my own" disclaimer is advisable if they often discuss work topics. Direct any media inquiries received personally to official channels (e.g., UMC at umc@utrgv.edu) instead of handling them yourself.
In the event of a crisis or sensitive situation on social media, promptly notify the Social Media Manager or UMC officials and avoid responding without guidance. For less urgent concerns, acknowledge the issue professionally and offer to continue the conversation privately. Use automated messages when immediate replies aren't possible, and always maintain professionalism and empathy.
Immediately notify the Social Media Manager (socialmedia@utrgv.edu) or UMC officials about crises or sensitive issues (e.g., threats, tragic events, viral negative publicity).
Do not respond without guidance. Official representatives handle all university messaging to ensure consistency.
For less urgent concerns, acknowledge professionally and invite private follow-up.
Set up automated replies when immediate responses aren't possible, providing expected reply times and alternative contacts.
Always maintain professionalism and empathy.
All UTRGV departmental social media managers must follow university policies and legal regulations to protect both the institution and its community. The following guidelines must be adhered to when managing official social media accounts.