Social media: USI staff’s guidelines
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Social media: administrator’s guidelines
1. Coordination
A consent from the head of the USI's entity in question is required to open an institutional USI profile or an official profile. The people who will manage the single profile are asked to report to USI's Social Media Board ([email protected]). In case the administrator changes the profile's password must be changed indicating the new administrator.
2. Be there for a reason
Social media represent a great opportunity to spread a positive image of USI and her identities, while conveying scientific skills and helping gain visibility. Before opening an official profile it is important to take into consideration the target community, messages, objectives and available resources to guarantee regular updates on the long-term (a profile that is not up to date does not look good).
3. Official Channels: personal responsibility
Administrators of USI's official profiles are free to pick the most efficient and appropriate content in order to reach their communication goals. All shared content must be however consistent with the identity, mission, interests and opinions of the entity represented and, more in general, of USI. Public profiles are a public institutional form of expression (same as a website) that conveys the image of the University as a whole and of the represented entity. All official communications of the Università della Svizzera italiana as an institution are reserved to institutional channels.
It might be useful to keep in mind one of television golden rules: don't say anything you will not be willing to say during an interview on tv while speaking in the name of the entity represented. Social media are in fact public places and to express themselves through an official channel has the same value as taking a public stand.
4. Professional tools
An official profile is a professional tool: all administrators are expected to behave on social media according to their obligations and professional responsibility. Furthermore, they need to distinguish the interest and opinions of the entity represented from their own and maintain a professional approach in content and form, nevertheless an appropriate register even during the informal and colloquial exchange typical of social media.
Being professional on social media also means to regularly update the profile and act in the timely manner required by social media. It is important to listen to your own community and establish a productive dialogue. Communicate in a clear way, answer to questions in a timely manner and always be respectful and use an appropriate language (either when posting or when answering). We kindly ask to share not only information about yourselves but also third party content.
5. Terms of use
All administrators of a official profiles are required to follow the user's guidelines on the use of social media and be extra carefull regarding copyrights and privacy (making sure for example to obtain clearance for the publication of images and videos).
Whether possible, all administrators are invited to post on their own profile (Facebook in particular) the user's guidelines that apply to all USI's social media, also with a link to the corresponding page of USI's website.
6. How to handle criticism
It is recommended to be prepared for negative posts and criticism on the users part. It is recommended to answer in a timely, honest, clear, reasonable and transparent manner, without deleting any negative posts and trying to avoid controversy and aggressive exchange: all dialougue - even the most problematic - is a sign of strength and openness. It might be however useful sometimes to give the community a chance to answer and bring a new insight to the criticism.
Only in case of inappropriate comments towards USI's social media regulations it is recommended to delete the comment and answer privately to the author of the post, by letting him know that the comment has been deleted according to guidelines, and eventually ask him to share his opinion in a correct and respectful manner.
In general, or especially in the case that the problems that arise have to do with strategic aspects of USI's activities, please contact the Institutional Communication Service (058 666 47 92, [email protected]).
7. Profile Violations, Spam and Advertisment
All profile with a certain visibility can be subjected to attacks and violations: it is advisable to look at all of your profile content from the outside, and apologize with the community in case of violation. In case of violations the Social media board is at your disposal provinding all the support needed ([email protected]).
All profiles with a certain visibility are moreover subjected to spam and/or posts and tweets from other users trying to gain notoriety through their presence on walls or asking to share). We invite you to pay attention and delete such contenta s per USI's Social Media regulations. It is however possible to give visibility to partners in case of joint events, sponsorships, agreements, cooperations or any existing links.
8. Synergy and Consistency
All USI's official profiles on Social Media should look like they belong to the same "family". Who manages them is therefore required - in cooperation with the Social Media board ([email protected]) - to find the most suitable solutions when it comes to logo, images and links to the institution. Basic directions, broken down by channels, can be found in the pages of the section devoted to the main social media.
9. We are here for you!
For question, doubt or request regarding the presence of USI and its entities on Social Media, please contact us at [email protected]. In the event of a change of administrator(s) we recommend you change the relevant password and inform the USI Social Media Board of the new administrator.
How to open and manage an official profile:
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Facebook
Facebook is a social network connecting people, companies and organizations. It allows people to share any kind of content, comment posts, engage in public and private conversations.
Tips on how to open and manage an official profile
Official page
USI's official page is USI Università della Svizzera italiana (Official Page) and it is to be considered as the primary reference for any University related pages. All other pages (Services, Masters, Institutes and Faculties) must show a link to the official page.
Page vs Profiles
For any USI related matter, the best option is a page, while profiles are reserved to actual people. To set up your page, please start with www.facebook.com/pages/create.php. Pick the category "company, organisation or institution" and select "University".
Name
In order to underline the connection to the University and to make your page easy to find, the name of your page must contain USI as a first word, followed by the specifics:
- if the page belongs to a service, the acronym USI must be followed by the official name of the service in Italian (for questions please contact [email protected]). If the name of your service is not in Italian, use the English name. Examples: USI Servizio bibliotecario universitario, USI Career Service.
- if the page belongs to an Executive Master, USI must be followed by first the acronym of the Master and then the complete name of the programme. Example: USI MIC Master of Advanced Studies in Intercultural Communication.
- if the page belongs to a Master of Sciences / of Arts, USI must be followed by the name of the programme. Example: USI Master in International Tourism.
For further questions please contact [email protected]
Please note that once you choose your name you will not be able to change it after you reach more than 200 likes.
About
In this section you can add essential information about the institution in charge of the page. In order to appear in searches, to identify your page and to underline your connection to the University, in the section "about" you must mention USI's official page with the following link: www.facebook.com/usiuniversity. For services we suggest enter your information both in Italian and English, repeating the service's name in both languages.
Description
Other than the name and the essential information (see section About) Facebook allows you to further explain who you are. Here you could insert the complete official description, which is already on your website or in the Study Guide.
User name
The URL should be customised by choosing a unique username. It will appear in the browser after https://www.facebook.com/. In any case the acronym USI must be included (e.g. www.facebook.com/usialloggi). Please note that the choice of the username is irreversible.
Visibility
It is crucial to give maximum visibility to the Fan Page also outside of Facebook (e.g. e-mail signature) in order to increase the number of contacts.
Profile picture
The profile picture (avatar) is shown next to your name anytime you post something. The University has developed a graphic system of avatars to highlight affilitiation to the university, according to the corporate design guidelines. Please contact the Institutional Communication Service ([email protected]) to obtain the suitable version of your avatar, with the appropriate font, size, resolution and quality.
Cover photo
With the introduction of the new Timeline Design, Facebook now allows you to further personalise your page by adding a Cover Photo to your profile picture. A cover is the larger photo at the top of your timeline, above your profile picture. As it covers the full width of your page, your cover image has to be at least 720 pixels wide. For further information on how to upload your Cover Photo please consult Facebook's Help Center. While your profile picture identifies your page, the Cover Photo is a feature that makes it more appealing and that interacts visually with your audience. Therefore it may be wise to keep your profile picture and regularly change your Cover Photo in order to keep your page attractive. However, please make sure you choose pictures related to your page or activities page or activities.
For other tips on how to use Facebook, please refer to the attachment.
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Twitter
Twitter is a social media born to quickly share short text and links to photos, presentations and movies. It calls for a frequent use and an agile and almost instant interaction with the target community. It stands out as a very demanding and time consuming tool in terms of resources needed.
Tips on how to open and manage and official profile
Username
The username is the name proceeded by @ which Twitter asks you to indicate. In order to highlight the link to the university and to render your page more easy to be found, the name must contain the following characteristics:
- if the profile of a service, following the @ there must be USI followed by an underscore and the name of the service. Example: @USI_Servizio Alloggi. Twitter allows you a maximum of 20 characters, therefore not always will it be possible to use your service's name as a whole, in this case please contact [email protected].
- if the profile of an Executive Master, the name will be @USI_acronym of the Master. Example: @USI_EMSCom.
- if the profile of a Master of Sciences / of Arts, @USI_acronym of the Master. Example: @USI_MT.
For all entities not mentioned please contact [email protected]
Name
The profile's name is the name without @ Twitter ask you to indicate. In order to highlight the link to the university and to render your page more easy to be found, the name must contain the following characteristics:
- if the profile of a service, USI is followed by the name of the service. Example: USI Career Service. Twitter allows you a maximum of 20 characters, therefore not always will it be possible to use your service's name as a whole, in this case please contact [email protected].
- if the profile of an Executive Master, USI is followed by the acronym of the master. If you wish to be more specific and identify your programme as Executive, you might insert "Executive" between USI and the acronym of the programme. Example: USI EMSCom, respectively USI Executive MBA.
- if the profile of a Master of Sciences / of Arts, USI is followed by the acronym of the Master. Example: USI MT.
For all entities not mentioned please contact [email protected]
Avatar
The profile picture (avatar) is shown next to your name anytime you post something. The University has developed a graphic system of avatars to highlight affilitiation to the university, according to the corporate design guidelines. Please contact the Institutional Communication Service ([email protected]) to obtain the suitable version of your avatar, with the appropriate font, size, resolution and quality.
Profile Background
In order to promote a common identity between USI's official profiles, the background image must be chosen with the help of the Institutional Communication Service, with USI's logo on the upper left corner.
Bio
In this section you can insert essential information about the institution responsible of the page. To foster the retrievability and the identification of your profile and to highlight the link to the university, in the section "Bio" you must include:
- the complete name of the entity you represent (i.e. the complete name of the Service or Executive Master or MSc/MA)
- the complete name of the university (in Italian)
- the link to your web site/to the web site of the university
For the rest, the most effective text to choose is a short and incisive presentation of the entity responsible of the profile.
For other tips on how to use Twitter, please refer to the attachment.
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LinkedIn
LinkedIn offers new and exciting opportunities for USI faculty, staff, students and alumni to share knowledge, express creativity and connect with people who share and interest.
It is a professional networking site that connects users with employers and fellow employees to exchange information, ideas, and opportunities. With a LinkedIn profile, you can connect with former classmates, browse job listings by locations and job field, or contact fellow professionals in your field to increase your professional network. To help you use LinkedIn, while protecting your personal and professional reputation, and following university policies, we have put together the following draft of suggested guidelines.
Suggestions on how to optimize your presence on LinkedIn
USI is on LinkedIn with a Company page and a University page. There are also two official groups: USI - Università della Svizzera italiana and USI Alumni.
The University Page promotes the overall educational offer and is addressed mainly to current and prospective students interested in starting or continuing their academic career at the university. The Company Page plays a dual role, serving as an employer for all USI personnel and as a promoter of the university as an educational and cultural institution, with the sharing of information related to study programmes and news or events of public interest.
Do not forget to insert the correct name "USI Università della Svizzera italiana" in your personal profile to link it with the official USI page.
USI groups on LinkedIn help the sharing of ideas and represent an online meeting place. Each person interested in creating a community on LinkedIn is invited to ask for the creation of a subgroup linked to one of the two official USI groups (es. subgroup USI Alumni MT). We discourage all users from creating a profile that is linked with our products (master and executive master) or to a Service.
The group USI - Università della Svizzera italiana is open to all USI students and graduates, staff and professors.
The group USI Alumni is the only official alumni group on LinkedIn and allows the creation of themed-subgroups with the aim of strengthening and keeping a sense of community among USI graduates. We therefore discourage users from opening other unauthorized Alumni groups, with the exception of Executive Master Alumni communities.
The official groups and subgroups serve as platforms for internal publications and networking, to foster debate among users and for networking purposes.
The Company page and the University page of USI - Università della Svizzera italiana, together with USI groups are managed by USI's Social Media Board: for assistance please contact [email protected] profiles.
For further tips on how to use LinkedIn, please refer to the attachment.
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YouTube
YouTube provides a visual environment allowing people to connect, communicate, share knowledge share ideas, share projects, share art using Video. Visual communication is the ultimate effective way to capture people's attention and interest.
YouTube makes video sharing easy and fast. Videos can be easily embedded in blogs, Wikipedia and shared on other social networks. With the help of relevant title and tags a video can get most of the viewer's attention needed and through the search engine it can also reach most of the desired target audience.
USI on YouTube
The central YouTube profile for USI's videos is USI University which is divided into different theme channels. Other official profiles of some of the University's entities and programmes are listed under official profiles. We use YouTube to build a solid image, to promote USI's activities also outside the University's grounds, to build a valid and recognised video archive which can be used as reference and background material for researchers and experts. USI's official YouTube Channels' primary audience are in fact students and alumni, media and the press, researchers and experts. You are welcome to upload a video.
To upload a video on one of USI's official YouTube channels, please see the attachment.
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Instagram
Instagram offers a visual environment enabling users to create contacts, to communicate, to share information, ideas, projects and art, with the use of images/photos and videos. Visual communication is an excellent means for attracting attention and interest from people.
Thanks to Instagram (and related applications, such as Repost) sharing photos is easy and fast. Content can be linked or commented. Thanks to the use of hashtags (#), the search engine of the application can easily search for content.
Suggestions on how to open and maintain an official profile
Official profile
The official profile of the Università della Svizzera italiana is USIuniversity. This profile is the main reference for all other USI entities. Other profiles of individual USI units, Master programmes, observatories, institutes or Faculties are required to relate to the official USI profile.
Other profiles
In order to underscore the relationship with USI and to enable correct visibility, other profiles must include the acronym "USI" in front of the name, followed by the related specifics:
- For the profile of a USI service, the USI acronym must be followed by the official name of the service (when in doubt, please contact [email protected]), Examples: (Italian name) "USI Servizio bibliotecario universitario", (English name) "USI Career Service";
- For Executive Master programmes, the USI acronym must be followed by the acronym of the programme and its full name;
- For graduate programmes (2-year Master), the USI acronym must be followed by the full name of the programme. Examples: "USI Master in Lingua, letteratura e civiltà italiana", "USI Master in International Tourism".
For all other university units, please contact [email protected]
Profile image (avatar)
The profile picture (avatar) is shown next to your name anytime you post something. The University has developed a graphic system of avatars to highlight affilitiation to the university, according to the corporate design guidelines. Please contact the Institutional Communication Service ([email protected]) to obtain the suitable version of your avatar, with the appropriate font, size, resolution and quality.
Description
In this section, you can indicate essential information on the unit responsible for the profile. In order to help the searching and the identification of your profile and to underscore the relationship with USI, the section must mention the official USI website www.usi.ch. For USI services, we recommend you include information in Italian and in English.
For other tips on how to use Instagram, please refer to the attachment.
Faculties
Targets
Tags
Updated on: 21 August 2019
