General Guidelines

These general guidelines apply only to those who are using social media on behalf of Whittier College.

For guidelines about personal use of social media, please refer to the ‘Social Media and Social Networking’ section of the Whittier College Employee Handbook — a Human Resources document.

We encourage staff, faculty, and student employees to use social media to engage with the public and members of our campus community. Social media is a powerful tool for engagement, student recruitment, and the College’s reputation. Remember, your online conduct reflects on the College and its brand.

When engaging in social communication on behalf of Whittier College:

1. Account Creation & Registration

• Approval Required: Before launching any new social media account, obtain approval from the Office Communications by contacting communications@whittier.edu.
   
• Account Registration: Once approved, provide account details, including administrator contact information and login credentials, to the Office Communications. This ensures institutional oversight and continuity.
   
• Student Organizations: Must register their accounts with the Office of Student Engagement and use official Whittier College email addresses for account creation.

2. Naming Conventions & Branding

• Facebook:
  • Page Name: Include “Whittier College” before or after your department or organization name (e.g., Whittier College English Department).
  • URL: Use a distinct URL with “WC” preceding your department name (e.g., facebook.com/WCEnglish).
     
• Twitter/X:
  • Handle: Begin with “WC_” or “WC” followed by your department abbreviation (e.g., @WC_CCA, @WCA&VS).​
     
• Graphics:
  • Profile Picture: Use the official vertical variation of the Whittier College logo with your entity’s name below.
  • Cover Photo: Select images that broadly represent your department or organization. For assistance, contact communications@whittier.edu.

3. Content Guidelines

• Voice & Tone: Maintain a professional, inclusive, and authentic voice that reflects Whittier College’s values.
   
• Engagement: Encourage dialogue by posting open-ended questions and responding to comments in a timely manner.
   
• Accessibility: Ensure all content is accessible by including alt text for images and captions for videos.​
   
• Compliance: Avoid sharing confidential information, including student records, and refrain from posting content that could be perceived as offensive or discriminatory.

4. Posting Strategy

• Consistency: Develop a content calendar to maintain regular posting schedules, aiming for 1-2 posts per week.​ Accounts that do not maintain a consistent posting schedule or have been inactive for four months (one semester) may receive a request for deactivation.
   
• Platform-Specific Content:
  • Instagram: Visual storytelling with high-quality images and concise captions.
  • Facebook: Detailed posts with event information and links.
  • Twitter/X: Timely updates and engagement with trending topics.​
     
• Peak Times: Post during high engagement periods, typically weekday mornings and early afternoons.​

5. Legal & Ethical Considerations

• FERPA Compliance: Do not share student educational records or personal information without explicit consent.​
   
• Endorsements: Avoid promoting commercial products or services unless officially partnered with the College.​
   
• Crisis Communication: In emergencies, defer to the Office of Communications for official statements at communications@whittier.edu.

6. Account Maintenance

• Monitoring: Assign a primary and secondary administrator to monitor and manage the account daily, including weekends and holidays.
   
• Inactivity: Accounts inactive for more than one semester (approximately four months) may be subject to deactivation.
   
• Comment Moderation: Remove content that is slanderous, obscene, or violates College policies. Report threatening posts to Campus Safety at 562.907.4211 and notify the Office of Communications at communications@whittier.edu​

7. Evaluation & Growth

• Analytics: Regularly review engagement metrics to assess content performance and inform strategy adjustments.​
   
• Feedback: Encourage audience feedback to improve content relevance and engagement.​
   
• Training: Stay updated on social media trends and platform updates to enhance your digital presence.​

8. Best Practices for Following Other Accounts

Who to Follow

• Internal Accounts
  • Official college accounts (e.g., main university page, athletics, student government).
  • Academic departments and faculty members.
  • Student organizations, clubs, and campus resources (library, career services).
     
• External Partners
  • Local businesses and organizations affiliated with the college.
  • Education industry leaders, higher-ed influencers, and professional associations.
  • Government agencies related to education (e.g., Department of Education).
• Alumni & Community
  • Distinguished alumni and their businesses or organizations.
  • Community partners and sponsors.
  • Students and prospective students
  • Engage with admitted students and their content when appropriate.
  • Follow student-led initiatives or advocacy groups (if aligned with college policies).

Engagement Etiquette

• Like & Comment Thoughtfully – Engage with relevant posts, but keep responses professional.
• Retweet or Share – Amplify positive student stories, faculty research, and campus news.
• Tag & Mention Carefully – Only tag users in a relevant and respectful way.

Avoid following accounts that post controversial, inappropriate, or divisive content.

When in doubt, consult the Office of Communications. If you have any doubt about posting content on your social media sites, please consult the Office of Communications at communications@whittier.edu.