Social media is one of the primary ways our community experiences UAB every day. These guidelines help official UAB accounts stay consistent, accurate, accessible, and aligned with who we are as an institution.

This isn’t meant to limit you; it’s meant to give you clarity, confidence, and a shared understanding of how we show up online, together.

What counts as an official UAB account?

If your account represents a UAB school, department, program, office, center, or any officially recognized unit, it’s considered an Official University Social Media Account (OUSMA).

If it’s your personal account — even if you mention UAB in your bio or content — that’s different. Personal accounts aren’t fully covered by these guidelines, but there are considerations for employees at all levels. Keep reading to find out more.

Student-led groups and organizations aren’t covered by these guidelines either, but much of the advice here is still smart, safe, “good practice” guidance.

Thinking about creating a new account?

Before you create any new accounts on any platform, check with The Office of Marketing & Communications. There’s a quick online request form, and we’ll review:

• The purpose of the new account
• How it fits into UAB’s overall strategy
• Whether this content is already covered elsewhere

We’ll get back to you within about 60 days with a final decision, and, in many cases, much sooner. Because we want to help each new account get off to a strong start, the review process isn’t rushed. We appreciate your understanding while we make sure everything aligns with UAB’s mission and resources.

Accounts created without approval may be reviewed, corrected, or, in some cases, asked to close.

Who should run an official account?

Every OUSMA must have:

• One full-time UAB employee as the primary account manager
• Two full-time UAB employees with login access (for continuity)

Students are allowed to help with content. They just need faculty or staff supervision.

Account managers are responsible for:

• Posting accurate, appropriate content
• Staying familiar with these guidelines
• Monitoring the account regularly
• Keeping login credentials secure
• Updating passwords immediately when access changes
• Attending quarterly social media meetings led by the Director of Social Media Strategy. Please ask to be included on that invite by emailing This email address is being protected from spambots. You need JavaScript enabled to view it..
• Completing the UAB Campus Communicator training module available in the Campus Learning System.

MarComm does not store passwords or login details for unit accounts. Account admins are responsible for keeping this information secure and current. If access is lost, recovery may not be possible, and we may not be able to approve a new account in its place.

Every official account must be in our internal directory

The directory helps us:

• Keep accounts secure
• Provide support when needed
• Avoid duplicate or abandoned accounts
• Maintain brand consistency

Fill out the Social Media Support Form for new or existing accounts. If anything changes (managers, emails, etc.), send an update to the social media team.

We will request directory updates quarterly to align with quarterly social media meetings. Timely, accurate information is expected.

Comments and conversations

Because UAB is a public institution, many of our posts create public forums. That means people can express opinions — even ones we may disagree with — and those comments usually can’t be removed.

Comments can be removed if they contain:

• Obscenity
• Harassment or threats
• Illegal activity
• Defamation or verifiable falsehoods
• Spam or malicious links

In these situations, screenshots of the comments are often critical in helping us decide next steps. If you’re unsure what to do, email This email address is being protected from spambots. You need JavaScript enabled to view it., and we’ll talk through it.

Branding, voice, images, and paid content

All official UAB accounts must follow:

• UAB Brand Guidelines
• UAB Social Media Guidelines
• Digital accessibility requirements
• Copyright rules (including images, audio, and video)

UAB Marketing has central oversight over paid digital marketing. Individuals in units are not allowed to run ads or boosted posts. Please refer to UAB’s Paid Digital Marketing Guidelines and reach out to This email address is being protected from spambots. You need JavaScript enabled to view it. with questions.

On sharing major UAB news

Please don’t announce major UAB news on your unit’s channels before MarComm shares it publicly. This includes major awards, rankings, and institutionally significant announcements or initiatives.

We have a structure for how and when news is released. Following it protects consistency and accuracy across campus.

Accessibility matters

Everyone in our community should have access to our content. That includes:

• Adding alt text to images
• Captioning all videos
• Avoiding graphics that are unreadable by assistive technology
• Following UAB’s Web Accessibility Policy

Visit UAB’s digital accessibility site for more guidance.

Protecting privacy

Social media admins for OUSMAs must follow all relevant privacy laws and policies, including:

• FERPA
• HIPAA
• GDPR
• UAB privacy policies

Never post confidential, sensitive, or protected information. UAB may ask you to remove posts that violate privacy guidelines.

Inactive or unclaimed accounts

To be considered active, accounts should post at least once per week. Regular activity ensures your content stays relevant and visible to both you audience and the algorithm.

If an account becomes inactive or unclaimed, MarComm may reach out, or may take steps to close it.

If UAB ever discontinues a platform, all official accounts on that platform will sunset together.

If you decide to close an account, submit a request through the support form so we can update our records.

What about personal social media?

If an employee mentions UAB in their personal bio or content, it’s helpful to include a disclaimer:

• Long version: “The views expressed here are my own and do not represent UAB.”
• Short version: “Opinions my own.”

UAB may ask you to remove content if it violates privacy, safety, or compliance standards (e.g., HIPAA and FERPA).

Additional resources:

• Board Rule 304
• UAB Code of Conduct
• UAB Shared Values - We CARE

Supporting Content Creators Across Campus

Many units across UAB work with students, interns, ambassadors, or staff who help create content for social media. We love seeing creativity across campus, and we want to make sure everyone has the guidance they need to create content that’s brand safe, accurate, and aligned with UAB standards.

Here’s what to keep in mind when working with content creators:

Bottom line

These guidelines exist to:

• Protect the university
• Protect you
• Strengthen our brand presence
• Support meaningful and respectful engagement
• Help us work more effectively as one institution

Social media moves fast. But with common standards and clear expectations, we can represent UAB in a way that’s consistent, trustworthy, and aligned with our mission.