These guidelines apply to personnel acting in an official role on behalf of Mizzou when using social media as a university communications tool. The guidelines are designed for two purposes:

• To clarify who is authorized to act in an official social media role on behalf of Mizzou.
• To establish acceptable use of Mizzou’s official social media sites by the authorized employees.

General Guidelines

Posts and content added by the administrators of the official University of Missouri social media accounts are official University of Missouri content. Opinions expressed on social media channels by other users do not necessarily reflect the opinion of the University of Missouri.

Authorized Social Media Personnel

Social media is the use of mobile technologies and web-based applications to connect with the online community. Examples of social media include, but are not limited to, blogs, Twitter, Instagram, Vimeo, YouTube, and Facebook. They are powerful communications tools that have a significant impact on organizational and professional reputations.

University of Missouri’s Joint Office of Strategic Communications and Marketing is the only office or department within Mizzou that is permitted to establish or maintain Mizzou’s main branded social media accounts, on behalf of Mizzou. The Director of Digital Communications may designate other staff to assist with specific social media communications as deemed necessary for the main brand.

A Mizzou branded account includes any and all accounts administered by University employees using the University of Missouri name, logos, and/or nicknames, or accounts that represent a University of Missouri College, School, division, department or program. Mizzou branded accounts represent the University. Individuals who run the accounts may not express personal opinions or use University branding without authorization or accountability.

Mizzou departments and programs outside of the Joint Office of Strategic Communications and Marketing that wish to include social media sites in a campus-wide directory are required to submit a Social Media Account Form to the JOSCM office for review and approval.

Ultimate authority with regard to content of Mizzou branded accounts lies with the Chief Marketing Communications Officer, and acceptable content will be determined at the Chief Marketing Communications Officer’s discretion.

Acceptable Use by Authorized Social Media Personnel

Mizzou social media accounts should clearly identify the program or department represented, including using a properly branded avatar. If the account represents Mizzou, make sure “Mizzou” is included in the name of the account. Include “Mizzou” in the account handle if possible.

Posted content must reflect Mizzou’s brand tone and stay on target with official key messages that have been established by the department or organization represented by the social media account.

When conversing with fans, friends and followers, it’s important to remember to maintain and protect their privacy. Be vigilant and aware of HIPAA and FERPA privacy requirements.

All Mizzou-branded accounts shall post guidelines for engagement within social media channels where possible. These guidelines should be consistently applied to all users and expected of all social media operators.