Brand Social Media Management

1. Purpose

The University of Florida (UF) understands the value of Social Media as a tool for building authentic connections, fostering a sense of community, and sharing timely and relevant information. Social Media helps UF tell its story, engage, and educate. This Policy ensures that UF-affiliated Social Media accounts are used responsibly, consistently, and in alignment with the UF brand.

2. Applicability

This Policy applies to all UF faculty, staff, students, direct support organizations and other affiliated entities that manage UF Social Media Accounts as defined herein.

3. Definitions

Social Media means online platforms and technologies that facilitate social interaction and information sharing. Examples include, but are not limited to: Facebook, X, Instagram, LinkedIn, Threads, Reddit, Bluesky, YouTube, Pinterest, YikYak, Snapchat, BeReal, and Spotify.

UF Social Media Account means a Social Media page created on behalf of UF that represents a UF-affiliated college, department, unit, organization, or initiative. These accounts are managed by UF employees, acting in their official capacity, and must be approved and registered with the Office of Strategic Communications and Marketing (SCM).

Account Manager means the designated individual responsible for creating, posting, monitoring, and managing content for a UF Social Media Account. This individual ensures account compliance with UF policies, brand guidelines, accessibility requirements, and best practices.

@handles means the unique username or identifier associated with a Social Media account (e.g., @UF or @uflorida). @handles appear in a user’s profile URL and serve as the primary way others locate, reference, and tag the account on Social Media platforms.

4. Policy Statement

Social Media is an extension of UF’s communications ecosystem and reflects its institutional voice. This Policy provides governance for all UF Social Media Accounts to ensure that Social Media content is accurate, accessible, and aligned with the UF brand.

4.1. Account Administration

Authorization and Creation:

• All UF Social Media Accounts must be approved by SCM or via an approved unit process prior to use.
• At least two full-time UF marketing or communications professionals must be designated as Account Managers.
• Account Managers must be familiar with UF’s best practices, including accessibility and brand standards.

Privacy and Security:

• UF Social Media Account logins must be created using a group email (e.g., unitname@ufl.edu) wherever possible. However, note that platforms such as Facebook require an individual to connect their personal account to authenticate.
• Confidential and personally identifiable information must always be protected.
• Strong passwords and multi-factor authentication must be used.
• Credentials must be stored in a secure document accessible only to designated Account Managers.
• Passwords must be changed when Account Managers transition.
• UF’s Information Security Training must be completed annually by all Account Managers.

Account Management:

• Social Media content must be posted regularly and consistently. UF Social Media Accounts inactive for three weeks or longer are subject to review and removal.
• UF Social Media Accounts must be monitored regularly to ensure timely responses and issue detection.
• Content should adhere to brand guidelines and uphold brand reputation as established by SCM. Account Managers serve as representatives of UF.
• UF Social Media Accounts should follow and engage only with credible accounts.

4.2. Branding

UF Social Media Account names, and @handles must include “UF,” clearly reflecting the association with UF, along with mentioning “University of Florida” in longer descriptions. UF Social Media Account names and @handles should maintain consistency with naming conventions across platforms whenever possible. Avatars and cover images must be high-quality, legible, and clearly representative of the unit. A UF logo provided by SCM is required for avatars. Exceptions must be approved by SCM.

4.3. Accessibility

UF Social Media Accounts must comply with the UF Electronic Information Technology and Communication Accessibility Policy. UF is committed to ensuring equal access to all content and engagement opportunities across all UF Social Media Accounts. Foundational accessibility practices include:

• Addition of alternative (alt) text to photos and captions to videos.
• Editing of auto-generated alt text and caption options to ensure accuracy.
• Use of CamelCase for multi-word hashtags (e.g., #GoGators), so that assistive technology can interpret each word.
• Review and reference to the UF Social Media accessibility guidelines.

4.4. Artificial Intelligence (AI)

• Using generative AI to create Social Media posts should be approached with extreme caution or avoided.
• Any AI-generated content must be carefully reviewed and edited by a human before publishing.
• AI should not be used to respond to comments or inquiries without human oversight to maintain authenticity.
• AI-generated imagery must be credited following UF’s AI guidelines.

4.5. Community Engagement

Comment moderation is an important part of Social Media management to ensure a respectful space for community dialogue. UF encourages Social Media users to interact with UF and each other but is not responsible for comments or posts made by followers or page visitors. The following guidelines should be added to Facebook page “About” sections and linked for reference from the Brand Center when applicable:

UF Community Commenting Guidelines:
UF welcomes your comments on our Social Media posts and encourages interaction among Gators around the world. We also encourage our community to foster respectful and vibrant online connections. Before you post, please consider the UF Core Values and review these UF Community Commenting Guidelines (“Guidelines”). We review all comments made and reserve the right to remove comments, when deemed necessary, that:
• Are off topic
• Contain links to third-party websites or content
• Are made in violation of Florida or federal law
Comments made by outside users are the authors’ opinions, not UF’s. By posting a comment on our Social Media pages, you agree to follow the UF Community Commenting Guidelines, Social Media channel Terms of Service, Florida, federal law, and UF regulations and policies – including but not limited to UF’s Acceptable Use Policy. Your comments may be removed if they violate these Guidelines.

4.6. Issues Management and Crisis Communication

In the event of an emergency or other event requiring urgent communication, all communications should be coordinated through SCM to ensure accuracy and consistency. Account Managers should:

• Amplify verified content directly from UF’s main Social Media Accounts. Do not author or alter official emergency messaging. If reposting (e.g., on Stories), use screenshots if necessary to maintain full attribution.
• Monitor their UF Social Media Account(s) closely and escalate any concerns to SCM within 24 hours. All owned posts, @mentions, direct messages, comments, and general mentions must be monitored thoroughly and frequently.
• Not speak on behalf of UF unless authorized.
• Pause scheduled posts if content may appear insensitive or tone-deaf during unfolding events.

4.7. Personal Use

Personal Social Media use is not governed by this Policy unless it involves representation of UF or violates applicable policies or laws. For guidance, refer to UF Policy 11-027, Social Media.

4.8. Violations

UF Social Media Accounts are subject to ongoing monitoring for compliance with this Policy, UF brand standards, accessibility requirements, unit-specific guidelines, and applicable laws and regulations. UF Social Media Accounts found to be in violation will be reported to the unit’s marketing or communications lead and to SCM for review. Units will have up to one week to correct violations once notified; accounts that are not corrected within this timeframe may be suspended or removed. When circumstances justify more immediate action, SCM may require freezing or closing the account immediately. Violations may include, but are not limited to, failure to maintain at least two designated Account Managers, posting inaccurate or unauthorized information, allowing accounts to remain inactive, sharing confidential or protected data, using unapproved logos or branding, or failing to comply with UF’s Information Security Training, accessibility standards, or related UF policies. Severe or repeated violations may be escalated to the appropriate dean, director, or department chair, and could result in referral to UF Human Resources, the Office of General Counsel, or UF Compliance and Ethics.

5. References and Related Information

• UF Brand Center
• UF Social Media Guidelines
• UF Social Media Accessibility Resources
• UF Generative AI Guidelines
• UF Social Media Directory
• UFIT Prohibited Technologies
• UF Office of Strategic Communications and Marketing Team
• UF Brand Center Visual Assets
• UF Information Security Training
• ADA and Title II at UF
• UF Policy 11-027: Social Media
• UF Policy 11-038: Institutional Neutrality
• UF Policy 12-013: Electronic Information Technology and Communication Accessibility
• UF Policy 12-002: Acceptable Use
• UF Policy 12-004: Advertising on University Webspace
• UF Policy 15-002: Brand and User Experience Policy for Digital Properties

History