社交媒体指南和政策

在本页：
目的
密码与安全
紧急救援计划
万一校园发生紧急情况
提交内容张贴在威尼斯人平台的社交媒体帐户
社交媒体指南：技巧和最佳实践
关于Instagram

目的
The social media accounts for 威尼斯人平台 serve as a space to engage with prospective and current students, alumni, faculty, staff, and the Covenant community. In order to do this effectively, we support the need for a strategic presence on social media.

威尼斯人平台 has developed a social media policy and application process to ensure that any and all accounts and online interactions represent 威尼斯人平台’s best interests. Any new social media accounts representing the college should be approved by the director of marketing & communications.

Just as new social media accounts provide new opportunities for the College, there are added risks associated with creating an account that is not well-maintained. We hope that these guidelines will help mitigate those risks and ultimately serve to put Covenant’s best foot forward.

密码与安全

• Every account should have more than one full-time employee with administrative access to the account. These administrators should be employed by 威尼斯人平台 and belong to the group/department for which the account represents.
• Passwords/general account access should not be shared except with other staff/faculty or thoroughly vetted work study students.
• Passwords should be changed on a regular basis, especially when someone leaves the department or no longer needs access to the account.
• A covenant.edu email address should be used when creating and connecting to a social platform.
• If a student needs access to an account, the student should be thoroughly vetted by his/her account administrator before being granted access. If needed for a short period of time, a department may consider allowing an administrator to log the student in and out of the account for a period of time.
• Log-in information for each unit account, plus names and contact information (email and cell phone number) for a primary and secondary account administrator, should be provided to the university’s 市场推广及传播 office for use in an emergency.

紧急救援计划 （错误、账户被黑等）

• If MarComm sees something that needs to be addressed, they will first contact the account’s listed administrators. If there is not a quick response, MarComm may step in to handle the situation.
• 如果你发现一个错误的帖子，尽快删除它。 Public apologies are not usually needed in this case and may lead to more harm than good.
• If an account administrator notices malicious content (whether from a hacker or otherwise), he/she should contact the Director of 市场推广及传播 for guidance.

万一校园发生紧急情况 (natural disasters, criminal activity, etc.)
Improper information during an emergency may directly conflict with law enforcement and/or endanger lives. Therefore, only accounts that have worked with the Emergency Management team in advance and come to an agreement regarding their specific facility should attempt to offer tips or information about what’s happening. Otherwise, best practices are to cease any pre scheduled or new content until it is determined the crisis has passed.

支持

• The MarComm team is here to support you as you work to showcase all that the college has to offer. Feel free to schedule a meeting with the Director of 市场推广及传播 and/or the Social Media Content Specialist for help brainstorming content ideas, creating a content plan, or anything else related to your social media presence.
• MarComm will annually review the list of accounts and administrators to ensure that accounts are active, log-in information is up to date, and that the list of administrators are still correct.
• MarComm will host an annual meeting on social media best practices for account owners and moderators across campus.

Submitting Content to be Considered for Posting on 威尼斯人平台’s Social Media Accounts
You may decide that creating an entire account is not practical or necessary for you at this time, but you might have an occasional piece of content you would like to share. If you think the audience of the 威尼斯人平台 accounts would be suited for your needs, you may submit a request form of the content you would like to highlight. Be sure to fill out the form thoroughly and provide the most accurate information possible so our team can make a well-informed decision about where/if this content should be shared. Keep in mind that the MarComm office typically builds social calendars on a monthly basis, but some exceptions may be made up to one week prior to the desired posting date.

社交媒体内容请求表

社交媒体指南：技巧和最佳实践

开设账户前需要考虑的事项：

1. 这个账号的目标受众是谁？
   • 你要找谁？ Example audiences may include prospective students, current students, parents, alumni, academics in your field, etc. You may have multiple audiences, but narrowing in on a main target audience will help guide the content you share.
2. 这个账户的目的是什么？
   • 你的追随者希望从你身上看到什么？ For example, will you focus on reminding current students of department events or showing prospective students what life is like as a Covenant Scot in your department? Just like your target audience, knowing your purpose will guide you in your content creation and increase your likeliness of gaining followers. If your followers don’t know what to expect from your account, they won’t stay your followers for very long.
3. 我是否已获得启动此帐户的许可？
   • Once you have your purpose in mind, be sure to talk to your department chair, the VP of Academic Affairs, and the Marketing Department to be sure that you are approved to create an account.
4. 什么样的结果才值得这么做呢？ What goals do I need to set to make this happen?
5. 内容从何而来？ 谁来管理和回复评论和消息？ What kind of content will need to be created on a regular basis (photos, videos, graphics, etc)?
6. 谁将是该帐户的主要管理员和经理？
7. 我打算如何建立一个受众？
8. 如何处理负面评论？ If the account were to be hacked, what is the recovery plan?
9. 如果/当当前的所有者离开Covenant，谁将拥有这个账户？

关于Instagram
Instagram is a social media platform created to share video and photo content across mobile devices. Within the app you can capture, create, edit, and publish visual content to anyone else on the platform (if you’re a public account).

内容类型：

• 单一的形象
• 旋转木马（最多10张照片，用户滑动浏览）
• 卷(视频)
• 生活(转播画面)
• Stories (vertical posts that only appear for 24 hours, unless you decide to highlight them on your page)

Instagram’s algorithm is not chronologically based, so there is no guarantee that your followers will see your post in their feed on the day that you post it, or even at all. Therefore, it is important not to rely on Instagram as your only form of communication for time-sensitive information. Engagement is important to getting the most people to see your content.

其他用户可以通过以下四种方式与你的内容互动：

• 点赞：用心形表示，用户可以“点赞”他们喜欢的帖子。
• 评论：用户可以通过评论他们的想法和反应来回应你的帖子。
• Shares: If a user thinks that your post is worth showing off, they can share your content to their story within the app or through external communication platforms (such as text or email).
• Saves: If a user really likes your content and wants to come back to it later, they can choose to save your post to their personal collection.

Each type of engagement has a different impact on how Instagram will show your content to others. 例如，“股份”和“储蓄”的权重高于“喜欢”。 But overall, the more engagement your post receives, the more likely Instagram is to show it to your followers. 在创建内容时请记住这一点。