Social Media Guidelines
Resource
Social Media Guidelines Overview
These guidelines serve as a comprehensive resource provided to assist members of the Pratt community in effectively navigating the multifaceted landscape of social media. Compliance with the established Pratt Community Standards is essential, as conduct on digital platforms is expected to mirror the core values of the Institute. In addition, the principles of freedom of expression, as articulated in the 1992 Board of Trustees resolution, extend to social media, reinforcing the importance of respectful and responsible engagement online.
Areas covered
These guidelines encompass:
- Key considerations for social media production and engagement
- Compliance and privacy
- Management and engagement on behalf of Pratt
- Student organization use
- Individual use
- Resources for community members
Key considerations
When engaging with social media, community members should do the following:
- Exercise caution and discretion when engaging in content sharing and interactions, taking into careful consideration how posts might be interpreted beyond their initial purpose or context.
- Respect liability and intellectual property rights by conscientiously seeking permission and appropriately acknowledging sources. Do not use any image or other creative content you did not create without the written permission of the creator.
- Familiarize themselves with copyright laws, fair use guidelines, and platform terms and conditions.
- Remember that accounts officially associated with the Institute are welcoming and inclusive spaces reflecting Pratt Institute’s community and values. Social media accounts associated with Pratt, whether belonging to divisions, departments, or student organizations, must refrain from using profanity, abusive language, or prejudice of any form. As an account administrator, it is imperative to neither post nor condone hate speech, bullying, harassment, or attacks targeting individuals based on their race, gender, age, religion, nationality, ethnicity, sexuality, appearance, or any other protected characteristics within posts, comments, or direct messages (DMs).
- Accounts officially associated with the Institute must follow United States tax laws and regulations regarding political speech, especially during elections. Private colleges and universities are prohibited from participating directly or indirectly in any political campaign for or against candidates for elected office. However, they are allowed to participate in nonpartisan election-related activities, such as voter education and issues advocacy.
- Make use of the reporting features provided by the platform to flag and report any user behavior that breaches the community standards or terms of service of the platform. Harassment, spam, explicit content, hate speech, promotion of violence, false information, and intellectual property violations should be reported in-platform. If you are unsure how to make an in-platform report please reach out to the Social Media team for assistance at socialmedia@pratt.edu.
- If you encounter a threat directed at Pratt or any member of the Pratt community on a social media platform, immediately report it to Campus Safety by calling 718.636.3540 or 718.636.3541.
Compliance and privacy
Community members must always adhere to the Family Educational Right and Privacy Act (FERPA), Intellectual Property Policy, and other relevant Pratt policies. Users should be mindful of their role at Pratt and the potential reach of their online and social media content.
Management and engagement on behalf of Pratt
Those managing Pratt-affiliated accounts must do the following:
- Understand that management and engagement on social media on behalf of Pratt include institutional, departmental, office, or unit accounts, as well as individuals who maintain an account for their role at the Institute.
- Recognize that content shared on these accounts directly reflects on the Institute and should not convey personal views. Therefore, it’s important to exercise discretion, acknowledging that these posts may be perceived as representing the Institute.
- Maintain records and account information securely.
- Use social media strategically and ensure consistent management.
- Do not rely on social media platforms as a primary method of communication, considering that content on social media platforms is served to viewers algorithmically and not chronologically. Furthermore, platforms are opt-in and Pratt community members are not required to maintain a presence on these platforms.
- Identify the platforms that are most effective for your content. Don’t feel obligated to be present on all platforms if you are unable to efficiently manage or if you lack suitable content. You are welcome to seek guidance from Pratt Communications and Marketing regarding your social media strategy for your respective areas.
- Deactivate inactive accounts to avoid brand confusion.
- Refrain from posting unrelated or personal content.
- Note on moderation and community management for these accounts:
- Account administrators may moderate comments, deleting those that violate Pratt Community Standards. Negative comments should not be engaged with. Doing so brings greater algorithmic attention to the negative post and is not the most effective vehicle for productive discourse.
- Do not hesitate to contact Pratt Communications and Marketing with concerns about community management; we are here to support your work. The Social Media team can be reached at socialmedia@pratt.edu.
Student organization use
Student organizations must:
- abide by the Institute’s policies as noted above;
- maintain records and account security;
- respect confidentiality and avoid posting private information; and
- be mindful that social media conduct representing your organization could be interpreted as sanctioned or endorsed by the Institute.
- Note on moderation and community management for these accounts:
- Administrators of student organization social media accounts may moderate content at their own discretion. If you are concerned with user behavior directed at a student organization account, you should contact the Office of Student Involvement.
Individual use
Individuals should:
- If you choose to share your Pratt affiliation on social media be accurate and clear about your role on campus; and
- clearly state that the views shared are their own and not representative of Pratt Institute;
- be cautious when connecting with students, supervisors, or subordinates on social media platforms; and
- avoid sharing personal information that could compromise your identity or security.
Resources
- Pratt’s Communications and Marketing division offers guidance for social media strategy and engagement. If you are planning to launch social media channels, please reach out to socialmedia@pratt.edu and consult with our team on best practices.
- Visual Identity Guidelines should be followed when creating a social media identity and assets, with support available from Pratt’s Creative Services team. Request for branding and visual asset design through this form. If you have further questions please contact creativeservices@pratt.edu.
- Community members are encouraged to report violations through the appropriate Institute channels:
- Campus Safety – If you see a post or content that threatens harm to Pratt or a community member, please report it to Campus Safety immediately by calling 718.636.3540 or 718.636.3541.
- Bias, Discrimination, or Harassment Reporting
- General Report of Concern
- FERPA Information
- Policies and Guidelines:
- Copyright
- Fair Use
The above guidelines were produced by the Social Media Task Force, a committee of administrative staff and faculty representing a diverse stakeholdership across the Institute.