This page is for anyone who runs a social media account on campus or is interested in creating one for their department or organization.

General Content Strategy

  • Develop a Voice Document for each of your social channels. Remember that each social media channel requires a different content approach and tone of voice.
  • Think about who you are trying to reach and why you would like to reach them.
  • Define your aesthetic, audience, content, post frequency, and set engagement and follower goals.
  • Track your goals by monitoring analytics on a monthly basis. Look at both high performing and low performing posts to adjust your content strategy going forward.
  • Create editorial calendar to keep track of upcoming events you would like to promote
  • Think creatively about using content to tell your UAB story- videos, graphics, animations
  • Mobile viewing: consider how your posts will look on a phone
  • Ensure your posts are accurate. Correct any errors quickly and visibly and answer any questions.
  • Keep your passwords/usernames in a confidential document in a place you can easily access. We recommend Box, UAB's approved cloud storage platform. If you have a staff change, remember to change any necessary passwords.

Commenting Guidelines

When responding to negative comments/messages - be tactful. Often, it is best to not engage. You can "hide" comments that are offensive on Facebook. If you run into an issue, question, or confrontation with a follower that you can’t personally handle, you can always reach out to UAB's Social Media Manager with questions.

Important Things to Keep in Mind

  • Academic/organizational units are free to create and maintain a presence on social media that is professional, technically secure and does not violate university web policies or laws that govern the dissemination of public information. These include UAB’s Digital Mass Communications and Content policy, UAB IT's Acceptable Use Policy, as well as the Family Educational Rights and Privacy Act (FERPA) and the Health Insurance Portability and Accountability Act (HIPAA). These policies are part of the implicit and explicit agreement you make with UAB for the use of its resources, including its logo and branding. Simply put, do not ever share patient or student information on social media channels.
  • Respect copyright and fair use laws. Observe laws governing copyright and fair use of copyrighted material owned by others, including UAB's own copyrights and brands.
  • Faculty, staff, employees and other members of the UAB community are subject to the Code of Conduct.
  • UAB Medicine employees should contact Health System Marketing Communications for the specific web standards and social media guidelines established for UAB Medicine entities.

Best Practices for Students Helping Run Social Media at UAB

  • Hold your student accountable
  • Students are subject to the Academic Honor Code and Student Conduct Code.
  • Give your student a voice document you have created for your department's social account. If there is not one created, work together to create one that identifies appropriate content and visuals for your department's social channel.
  • Provide them with a list of simple do's and don'ts and be clear about what is not appropriate to post.
  • Develop an approval process for posting.
  • Provide the student with a template and give them examples of social posts that you have seen work well.

Best Practices for Faculty & Staff Running UAB Social Media Accounts

  • A "UAB Social Media Account" is defined as any account associated with the university including a department, organization, or group.
  • Before creating a social media account, talk with your unit communicator.
  • Once an account is created, send the account link to This email address is being protected from spambots. You need JavaScript enabled to view it..
  • Review Social Toolkit for best practices and proper branding.
  • Reach out to the social media manager at This email address is being protected from spambots. You need JavaScript enabled to view it. with any questions or concerns as they arise or to set up a one-on-one meeting.

Guidelines for Social Media Accounts Created For a Class

  • Before creating a social media account, talk with your unit communicator.
  • Once an account is created, send the account link to This email address is being protected from spambots. You need JavaScript enabled to view it..
  • Ensure all posts/comments by students are being monitored or approved.

Appropriate and Responsible Employee Social Media Communication in an Emergency

  • Communication related emergencies need to be handled carefully, accurately, sensitively and through the appropriate channels.
  • During an emergency, employees can share official communications but should not post or share information that has not been vetted and approved through proper channels.
  • Review all emergency communication guidelines.

Important Information About Faculty + Staff Personal Social Media Accounts

  • UAB welcomes individuals to identify their role at UAB publicly on social media.
  • Be aware that by doing so, you are representing UAB and therefore subject to UAB's conduct policies.
  • Employees should recognize that their communications (e.g., original statements, shares, reactions, etc.) about UAB carry an implication of official information, and can therefore have unintended consequences.
  • Many employees act as ambassadors in social media for UAB and are known UAB employees. Even if an employee does not identify themselves as a UAB employee – either on their profile or in posts – he or she may be a known UAB employee to recipients of a message.