Policy
Social media policy
This guidance sets out the University’s expectations for staff and its representative when using social media platforms for University business.
Updated on 9 July 2024
1. Introduction
- Social media is a valuable tool for helping us engage with the wider world.
- Audiences on social media are broad, and may include prospective students and staff, current students and staff, alumni, public figures, bodies of relevance to Higher Education and the general public.
- While there are many benefits to using social media, they also present potential risks to the University if not used effectively or appropriately.
- This policy and its associated guidance notes, which can be found following this link - Social media guidance note | University of Dundee, UK, sets out the University’s expectations for staff and its representative when using social media platforms for University business.
2. Policy purpose and scope
- Academic freedom and freedom of speech are central to the mission of the University. This mission also requires the University to develop and maintain credibility and trust by complying with applicable laws and safeguarding the University’s reputation for academic excellence and social purpose.
- This policy sets out how the University expects its staff to use social media responsibly whilst representing the University in order to minimise the risk of potential negative impacts to the reputation of the University.
- This policy outlines what the University deems acceptable practice, as well as the governance around social media use to ensure that, individually and as an organisation, the University’s representative can make best use of these channels in University communications.
- The policy applies to all individuals working for or on behalf of the University at all levels and grades, on all contract types, and wherever located, and any other person who performs services for, or on behalf of, the University, such as visiting academics, contractors, and agency staff. It also applies to students employed by the University.
- The policy applies to the use of social media for the University’s business purposes, whether it is conducted during normal working hours or not, on University or personal devices.
- This policy should be read in conjunction with other relevant University policies and procedures, as set out in more detail in Section 11 of this policy.
- Social media posts which may cause concern can be brought to the attention of the University and may be subject to this policy.
- For the avoidance of doubt, this policy does not apply to individual social media accounts of staff or employees which are in use for personal accounts. However, all employees and staff should be clear that their individual opinions may not be shared by the University.
3. Review
The Digital Committee of the University is responsible for keeping this policy updated. This policy will be reviewed annually or more frequently as required.
4. Definition of Social Media
Social media is defined for the purposes of this policy as any form of communication used to create or participate in online communities, for communicating with audiences, sharing information, ideas, messages, news, opinions, and interests. Use includes posting words or images, commenting, messaging, and sharing links, images, and file. Examples of social media include, but are not limited to:
- TikTok
- Douyin
- Snapchat
- YouTube
- Tumblr
- Vimeo
- Flickr
- Yammer
- Blogs
5. Academic Freedom
The University respects lawful freedom of expression and is committed to upholding and protecting the principle of Academic Freedom under applicable law and regulation.
The principle of Academic Freedom sets out that employees engaged in teaching, or the provision of learning or research have legal freedom, within their area of academic discipline, to do the following without placing their employment at the University, or any rights or privileges they have there, at risk:
- Express opinions
- Question and test established ideas or received wisdom;
- Develop and advance new ideas or innovations; and/or
- Present controversial or unpopular ideas or points of view
6. Responsibilities when using Social Media
This section outlines general responsibilities and expectations for the use of social media, as well as specific responsibilities relating to the use of official and professional social media accounts.
6.1 General responsibilities
Be mindful at all times of the potential risk that anything you post could bring the University into disrepute.
Do not post, re-post, or share any comments, messages or other content which could be considered threatening, abusive, discriminatory, or defamatory, or which otherwise may breach any relevant University policy including those listed at Section 11 of this policy. Social media use must display respect and courtesy to staff and students at all times and uphold a duty of care. Users must not reveal personally identifying information of staff and/or students without consent.
Do not post, re-post or share any communications which could damage the University’s business interests or reputation, even indirectly. The University must also remain politically neutral and University social media channels should reflect this.
6.2 Responsibilities when using official University social media
Posts on official University social media accounts directly represent the University so there is a heightened risk that they could damage the University’s reputation. It is imperative that any posts on these accounts comply with this policy and do not bring the University into disrepute. A process of checking / approval of posts may be prudent to mitigate against that risk. Users have a responsibility to respond to comments and requests for help; to correct inaccurate information as soon as possible; and to report any abuse, bullying, or breaches of policy as soon as possible. Media queries should be referred to the Corporate Communications team via [email protected].
6.3 Responsibilities when using social media in a professional capacity
Be aware that you are a representative or associate of the University when using social media in a professional capacity, even where that is not in an official capacity on behalf of the University, for instance on your own LinkedIn account. As such, it is imperative that any posts do not bring the University into disrepute.
6.4 Responsibilities when using social media in a personal capacity
Whilst the University respects its employees’ right to a private life and will not directly monitor personal social media accounts, and acknowledges that staff are not representing the University in this context, it is important for employees to recognise and be mindful of the fact that social media posts can be far-reaching, often beyond the boundaries of an individual’s private social network and so any posts made should be considered with that in mind. However, mentions of the University, or aligned hashtags or content, may be highlighted in ongoing social media listening that the University undertakes and so content may be visible to the University (see section 8).
7. Setting up and managing a University social media account
The Corporate Communications team in External Relations is solely responsible for the creation of University social media accounts. If you set up an account for any part of the organisation, for any reason, you may face disciplinary action in line with the University’s Disciplinary Policy. Please refer to the University’s Social Media Guidance for more information in relation to the setting up and management of a University social media account - Social media guidance note | University of Dundee, UK
8. Monitoring
The University does not monitor staff social media accounts directly; however, the University does undertake social listening and monitors mentions of the University and other aligned topics so that it can respond directly if required. Posts or comments from staff or students may therefore appear as part of this ongoing monitoring. The University also uses platform features to help with resharing relevant content to or from specific audiences.
9. Freedom of Information
The Freedom of Information Act 2000 may apply to posts and content uploaded to official University channels. Therefore, if a freedom of information request is received by the University, the content posted may be disclosed.
10. Breach of this Policy
- Any member of staff or student may raise a concern to the Corporate Communications team ([email protected]) if they believe a breach of this policy has occurred. This will be considered by the Corporate Communications team in the first instance and escalated where appropriate.
- When the University is made aware that content posted on social media is potentially contrary to the principles outlined in this policy (or any other relevant University policy), the University will investigate appropriately and may request the removal of such content.
- A breach of this policy, including a refusal to remove content after a request to do so under Section 10.2 above, may result in disciplinary action, up to and including dismissal, in line with the University’s Disciplinary Procedure following an appropriate investigation. Any member of staff suspected of breaching this policy will be required to cooperate with any such investigation.
- The University reserves the right to moderate its own social media accounts and channels and may remove content or channels at its own discretion.
11. Other policies
This policy should be read in conjunction with other University policies and guidance including:
Corporate Communications
[email protected]