Social Media

Social Media Optimization and Impact

Social media is one of the most effective and accessible tools for higher education institutions to connect with global audiences, engage key demographics, amplify impact, and elevate brand visibility in today’s rapidly evolving communications landscape. When strategically leveraged, it enables institutions to foster meaningful relationships, monitor community sentiment, address emerging concerns, showcase research, strengthen reputation, and advance institutional goals.

Rice University is committed to streamlining and strengthening its online presence, broadening outreach, and optimizing content to ensure accessibility and build advocacy. This guide outlines the policies and best practices that govern official social media accounts representing Rice University’s schools, colleges, and units—ensuring they are managed effectively, securely, and in alignment with university standards.

Social Media Policy

Account Creation

• All official social media accounts must be registered with the Office of Public Affairs.
• Before creating an account a defined purpose, target audience, and content strategy must be submitted and approved by the Office of Public Affairs.
• Account administrators must be full-time employees or designated representatives, members of the Rice University Social Summit communications network, and have received appropriate training by the Office of Public Affairs.
• Each account must have a minimum of two administrators to ensure continuity, oversight, and alignment with best practices observed at peer institutions.

Branding and Identity

• Approved accounts must use official Rice University logos, colors, and naming conventions.
• Profile and cover images must adhere to Rice’s brand guidelines and reflect a consistent visual identity.
• Account bios should clearly state the unit’s official affiliation with Rice University.
• Platform-specific branding requirements can be found in the Rice University Brand Usage & Platform Requirements for Social Media guide.
• For guidelines using the university’s brand and adherence to platform-specific requirements view the University Brand Usage & Platform Requirements for Social Media

Security and Access Management

• Use strong, unique passwords and enable two-factor authentication on all platforms.
• Store credentials securely in a shared document accessible only to authorized personnel.
• Limit administrative access and review permissions regularly.
• Use official university email addresses for account creation and communication.
• Conduct regular audits to ensure former employees or unauthorized individuals no longer have access.
• Immediately notify the Office of Public Affairs of any suspected or confirmed security breaches.
• Monitor accounts regularly for signs of phishing, hacking, or unauthorized content.
• Ensure compliance with FERPA and other relevant privacy laws in all social media interactions.

Content Strategy and Engagement

• Content should be relevant, accurate, and aligned with the university’s messaging.
• To ensure alignment with cultural celebrations and observances, refer to the Annual Events and Observances calendar for guidance. 
• Maintain a professional yet engaging tone that reflects Rice’s mission and values. For guidance, consult the Engagement and Collaboration Protocol.
• Respond to inquiries, comments, and messages within 24 hours.
• Monitor accounts proactively to manage reputational risks and address concerns appropriately.
• Ensure social media strategies are research-informed and clearly defined.
• Publish content daily to build an expectation with your followers, maintain visibility, and encourage engagement. 
• Accounts inactive for 30 days will be considered dormant and may be reviewed for deactivation or removal.

Accessibility and Inclusivity

• Provide descriptive alternative text (alt text) for all images to ensure content is accessible to screen reader users.
• Include closed captions or transcripts for all video content, whether live or recorded.
• Use plain language and avoid excessive jargon or acronyms to ensure clarity for broad audiences.
• Ensure text overlays on graphics have sufficient contrast for readability across devices and for users with visual impairments.
• Avoid flashing or rapidly animated content that may trigger photosensitive conditions.
• Use inclusive language and visual representations that respect and reflect the Rice community.
• Follow platform-specific accessibility guidelines and periodically review content with accessibility tools or checklists.

Metrics and Performance Tracking

• Monitor key performance indicators, including engagement, reach, impressions, audience growth, and content performance.
• Use built-in platform analytics and Rice-approved social media management tools to gather data and generate reports.
• Conduct quarterly performance reviews to assess trends, evaluate content effectiveness, and refine strategies.
• Align performance metrics with unit-level and university-wide strategic objectives to ensure meaningful impact.
• Incorporate data-driven insights into content planning, platform prioritization, and campaign development.
• Benchmark performance against peer institutions and similar accounts within Rice to identify areas for growth and innovation.
• Share relevant metrics with leadership, stakeholders, or collaborators as needed to demonstrate value and guide decision-making.

Legal Compliance and Policy Adherence

• All social media activity must comply with Rice University’s communications policies and applicable local, state, and federal regulations, including FERPA, HIPAA, and intellectual property laws.
• Respect all copyright and trademark protections—do not post or share third-party content (e.g., music, videos, images, logos) without appropriate permissions or licensing.
• Misuse of official social media accounts may result in revoked access, disciplinary action, or further review by university leadership.
• For questions or clarification regarding this policy, contact the Office of Public Affairs.

Crisis and Risk Mitigation

• In the event of a crisis or reputational threat, immediately refer to Rice University’s Crisis Communication Plan and coordinate messaging with the Office of Public Affairs and university leadership.
• Escalate any sensitive, controversial, or potentially damaging conversations to the appropriate university officials for guidance and response.
• Do not respond to crisis-related inquiries or post updates without approval from the Office of Public Affairs.
• Monitor trending topics, emerging narratives, and social sentiment that may affect Rice University’s reputation or require a proactive response.
• Be prepared to pause scheduled content and adjust messaging in response to evolving events or campus issues.
• Maintain a record (links and screenshots) of incidents or high-risk interactions to support documentation, response evaluation, and continuous improvement.
• Partner with the Office of Public Affairs to leverage social media monitoring platforms (Sprout) to report on conversation volume, sentiment, and influential contributors.

Training and Continuous Improvement

• Social media account managers are expected to participate in Social Summit meetings and ongoing training to remain current on platform updates, algorithm changes, accessibility standards, and industry best practices.
• Stay informed about changes in platform functionality, user behavior, and algorithmic trends that may affect content performance and audience reach.
• Regularly evaluate and refine content strategies based on analytics, engagement data, and evolving platform capabilities.
• Develop a strong understanding of each platform’s unique features, audiences, and tone to tailor content and engagement approaches accordingly.
• The Office of Public Affairs may offer workshops, resources, or consultation sessions to support continued learning and alignment across university accounts.

Resources

• Social Media Strategy and Best Practices
• University Faculty Guidance on Social Media
• University Brand Usage & Platform Requirements for Social Media
• University Photo & Video Best Practices
• University Crisis Management Guidance
• Student Ambassadors and Staff 101 
• Use of AI in Social Media
• University-Specific Language Guide
• ADA Best Practices
• WashU Social Media Policy
• Vanderbilt Social Media Best Practice and Guidelines
• George Washington Social Media Policy
• University of Houston Social Media Policy
• University of Michigan Social Media Policy and Guidelines