The technical and typographic techniques employed to arrange and style words and numbers as they appear on a page/screen.
Accessibility. Continuity. Mobility.
Trevecca websites must have the capability to work on all devices and display accurately on all standards-compliant browsers and provide access to all users. Trevecca places a high importance on consistency within design frameworks and navigation, as well as imagery and tone.
Edits to Trevecca’s websites must be done by employees or contractors who have taken part in website and brand training in order to ensure continuity and brand messaging.
Growth. Information. Outreach.
The sole existence of trevecca.edu, online.trevecca.edu and all other Trevecca web properties is for marketing purposes only. These sites are used to inform future students, employees, donors, etc. of what Trevecca is and her mission. Trevecca’s website should not be used for internal communication or purposes, this information does not pertain to external audiences and thus, should be housed elsewhere. The website(s) is a platform for external use to help the public understand Trevecca’s traditional undergraduate programming, online and continued studies programming, graduate and doctoral programming as well as other areas of Trevecca, including, but not limited to, community, admissions, alumni and contact information.
For questions regarding website branding, communications or marketing requests, please contact Trevecca’s Marketing Department.
Social Media Guidelines for Trevecca Nazarene University
- The following information will serve as guidelines for University employees sharing Trevecca-related content on their personal social media accounts or official University accounts. Whether you’re a faculty member sharing moments from a course or a staff member who’s been charged with the task of managing social media for an academic or administrative unit, these guidelines should help you navigate the quickly evolving world of social media.
- Trevecca is easy to identify with. Its employees are encouraged to share their passion for Trevecca and the work they do on behalf of the University. While all Trevecca employees are welcome to share appropriate Trevecca-related content on social media, everyone is expected to understand and follow these important guidelines. The overall goal of these guidelines is to ensure that all Trevecca personnel participate in online networks in a respectful, relevant way that protects the University’s reputation and the reputations of its employees.
Definition of social media
- Social media is defined as any form of online publication or presence that allows interactive communication, including, but not limited to, social networks, blogs, Internet websites, Internet forums, and wikis. Examples of social media include, but are not limited to, Facebook, Twitter, YouTube, Google+, and Instagram.
Policies and recommendations
- Policy for posting on your own personal accounts/profiles
- This section is intended to give Trevecca employees encouragement to use social media professionally and personally and to provide policies for eliminating any confusion concerning its use. In general, what you do on your own time is a personal decision. However, activities in or outside of work that affect your job performance, the performance of others or Trevecca’s business interests are a proper focus for TNU policy.
- You must reflect the character of Trevecca Nazarene University. As a Trevecca employee, positions and statements you make on social media can sometimes be construed as reflecting or advocating for the University’s official position. Your conduct and speech online should always reflect University values, but you are free to express your own opinions. Should your position or statement oppose that of the University, you should consider using a disclaimer statement that makes clear the views are your own, not that of Trevecca.
- Be mindful of how Trevecca’s other policies apply online. Ensure that your social networking conduct is consistent with all other policies contained in Trevecca’s Policies and Procedures Manual, Faculty and Human Resources Handbook (including the Confidentiality and Disclosure policy and Sexual Harassment policy), and Information Technology Acceptable Use Policies. You must also ensure your social networking conduct complies with FERPA policies. Failure to comply with any of the aforementioned policies could result in consequences including termination of employment.
- Do not misuse the Trevecca brand. Do not use Trevecca’s logo, unless specifically authorized to do so by the Office of Marketing and Communications. Rules and guidelines for acceptable use of the Trevecca brand can be found in the University’s Brand Manual Guidelines.
- Discern whether information is public or private. Be mindful of information that is “for internal use only.” University intelligence that has been deemed for internal use only is absolutely not meant to be forwarded to anyone who is not employed by Trevecca. No exceptions. Messages from our president, deans, directors, managers or other University-authority to other employees are not meant for the media or any public organization or individual.
- You must defer to PR officials for handling official University information and commentary. Do not comment on Trevecca-related legal matters unless you are an official spokesperson, and have been approved by the Office of Marketing and Communications to do so. In addition, talking online about non-public student enrollment data, future University changes, unannounced financial results or similar matters is not allowed. Trevecca’s marketing team oversees the release of all official University news and information to public audiences. Be sure any content you share online is okay to share with the public. Breaking news must always be shared first by Trevecca’s marketing staff on official University accounts; do not release Trevecca-related news or information before the University has officially done so.
- You must respect your audience. Do not use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable on Trevecca’s campus. Show proper consideration for others’ privacy and for topics that may be considered objectionable or inflammatory.
- You must follow the proper procedure for press inquiries. Any press inquiries received via professional or personal social media sites regarding the University must be immediately referred to Mandy Crow, manager of content and media relations (MMCrow@trevecca.edu / 615-248-1695).
- You must report a potential crisis situation. If you are made aware of content online that could result in trouble for the University, act quickly and notify the Manager of Content and Media Relations, Mandy Crow, in the Office of Marketing and Communications with concerns: 615-248-1695 or firstname.lastname@example.org. Also, if you become aware of a situation that has not been referenced by anyone online, but likely will, follow the same protocol.
- Share content with integrity. Trevecca expects you to write knowledgeably, accurately, and professionally. Respect differences and appreciate the diversity of opinions.
- Recommended practices for interacting with students on social media
- The following recommendations apply specifically to employee-to-student interactions in a social media environment.
- Avoid initiating “friend” or “follow” requests with Trevecca students on social media. However, Trevecca employees and faculty may wish to accept “friend” or “follow” requests initiated by students. Note: Employees and faculty are not obligated to accept “friend” or “follow” requests and are encouraged to determine a personal policy to either accept all requests from students or none. Avoid being selective and portraying favoritism by accepting requests from certain students, but denying requests from others.
- Employees should interact with students online with the same professionalism and appropriateness they would adhere to on campus.
- Avoid using social media platforms to communicate with students about courses or assignments. If a student initiates these types of conversations online, let them know you’ll email them using your University email account or setup a time to talk during office hours.
- If you’re uncomfortable with a student’s behavior, interaction or content on social media, discuss it with your immediate supervisor. If a student expresses on social media the desire or intent to harm his/her self or others, document and report what you’ve seen to your supervisor immediately.
- Policy for posting on your own personal accounts/profiles
- Utilizing your personal social media to promote the University
- People like you sharing Trevecca content on social media is one of the most effective ways of growing the online reach of Trevecca and its brand. University employees are encouraged to share, retweet and post Trevecca content on their personal social media accounts—news stories, videos, tweets and photos alike. Linking to a relevant trevecca.edu web-page further increases the online presence of Trevecca. Be sure to tag or mention Trevecca, too.
- Important things to know about University-official social media
- A social media strategy on behalf of the University first involves an assessment of your (1) communication goals and objectives (2) audience and interest, (3) maintenance and content creation resources and (4) the decision of whether a given social media technology is even an appropriate channel to meet those three essential needs.
- Based on that evaluation, if your unit decides to pursue a social media presence, the strategy you create should reflect five key areas:
- Listening: Find and monitor the conversations already taking place in the social media sphere about the University, your unit, and your subject of interest.
- Influencing: Identify and follow key influencers in your target subject of interest and learn what they find valuable in the social media realm.
- Engaging: Develop creative ways to provide value to your audiences through exclusive content, offers, advice, multimedia, and more on your social media sites.
- Converting: By listening, influencing, and engaging with your audience, you can then ask them to act on behalf of the University and your unit, whether it’s for information sharing, or relationship building, or their influence, time, or money.
- Measuring: Ensure your social media effort is on the road to success by returning regularly to check important metrics.
- Best practices for managing University-official social media
- Assume the tone and voice of the Trevecca brand. Tone should vary slightly by audience; know your audience and speak to them in a way they’ll be receptive to. Generally, Trevecca’s tone is friendly and welcoming. Our tone is conversational, but more formal when needed. It should never feel stuffy, overly academic, institutional or pretentious. Please see pages 32-35 of the University’s Brand Manual Guidelines for more info on tone and voice.
- Post good news and positive content. Engage with individual users as much as possible.
- Let people know they are being heard. Respond promptly. Respect the opinions of others.
- Be aware that linking to another site can imply endorsement of its content.
- Know how to handle mistakes. If you have posted a comment in error, delete the information and state why the information has been deleted.
- Understand how users engage differently depending on the social network (i.e. Facebook, Twitter, Instagram, etc.). Learn from how other individuals and organizations are successfully engaging on different networks and follow suit.
- Etiquette to remember in addition to policy
- Trevecca employees should treat professional social media space and communication like a classroom and/or a professional workplace. The same standards expected in Trevecca’s professional settings are expected on University-official social media sites. If a particular type of behavior is inappropriate in the classroom or a professional workplace, then that behavior is also inappropriate on a University-official social media site.
- Protect personal/confidential information—your own, that of your family, and that of others. Be aware of the possibility of identity theft and online predators. Avoid sharing anything personal about an individual unless you have his or her permission to do so (e.g., medical info, birth dates, contact information, travel plans, private info contained in prayer requests). Use discretion.
- You must allow both negative and positive comments about TNU. Criticism should not be deleted. Address it promptly without being defensive. If you are not sure what to say, ask your supervisor or the marketing office. Only profane, explicit or potentially defamatory comments should be deleted.
- Be aware that addressing sensitive topics can be inflammatory. Avoid these hot buttons: anything having to do with ministry to sensitive people groups, criticism of TNU, theological debates, anything to do with a legal issue or other sensitive internal matter, anything that could be perceived as discriminatory. If it gives you pause, pause.
- Know when not to respond. If a comment is an obvious, malicious attack having nothing to do with the conversation, it may not warrant a response.
- Be aware of risks. Any response you make to a student or other University constituent could go public. Email, Facebook messages and Twitter direct messages may feel like private communications, but may easily find their way to public spaces online. Even in private communications, avoid making statements that would cause trouble if leaked to the public.
- Ask for help. If you aren’t completely confident about what you intend to share, seek input from your immediate supervisor before you post.
- Obey the law. Respect the law, including those laws governing defamation, discrimination, harassment, and copyright and fair use. Respect the privacy of others. You must respect others’ intellectual property. Link to online references/source material directly.
- Avoid overusing social media. Make sure that your online activities do not interfere with your job performance.
- Procedure for requesting University-official social media accounts
- Please follow the procedure below if you would like to request the creation of a Trevecca-official social media account.
- To request the creation of a Trevecca-official social media account, please contact the Digital Publicist in the Office of Marketing and Communications: Andy Lovell, email@example.com or 615-248-1695. Present the reason and plan for your site so that Marketing can determine whether or not a social media account would be valuable and effective.
- The social media manager must complete social media training provided by the Office of Marketing and Communications before he or she can begin posting on behalf of a department or unit.
- Marketing will work with you to design and create each new social media account and then add the assigned social media manager as a content creator for that page. Individuals should not create social media accounts on their own.
- Utilizing your personal social media to promote the University