Guidelines for Social Media

For questions, comments or concerns related to this document, or for general social media advice, contact the UCM social media team at social@andrew.cmu.edu.

Intoduction to Social Media at Carnegie Mellon University

Social media is a crucial communication platform at CMU, serving as a powerful tool to connect with students, alumni, faculty, staff and other key stakeholders. These guidelines are designed to empower social media professionals managing official university-affiliated accounts to build a strong, effective online presence while minimizing potential challenges.

By leveraging social media effectively, we can:

• Elevate the university's reputation.
• Amplify the reach of our initiatives.
• Engage diverse audiences.
• Showcase news, achievements and milestones.

Active accounts representing CMU should maintain a presence. This means accounts should not sit idle for extended periods of time. There is a reasonable expectation that if there is a presence, timely and compelling content is regularly shared, with that content appropriately representing the unit and the university.

By following these guidelines, social media professionals can create meaningful connections, foster a sense of community and effectively represent CMU in the digital space.

In the next few sections, you’ll learn more about UCM Social Media, as well as a breakdown of how to apply social media to your needs, whether you’re a social media manager representing a school or division, a staff member, a faculty member or a student.

UCM Social Media

We are your partners in telling, sharing and amplifying the amazing stories of our university, as well as connecting our campus community across digital platforms. Our mission is to enhance the university’s reputation, foster meaningful engagement and ensure that every member of our community — students, faculty, staff, alumni and friends — feels informed, inspired and valued.

Meet the Team

Scott Kleinberg | Social Media Director
Leads our overall strategy, oversees brand voice and guides the team in amplifying the university’s story across all platforms.

John Thrasher | Social Media Manager
Ensures our channels are active, responsive and on-brand. Conducts training sessions, covers special events and monitors the CMU brand, both on campus and in the news.

Jordan Schmitt | Social Media Content Specialist
Manages daily content planning, scheduling and engagement. Creates eye-catching graphics, videos and posts, bringing stories to life and keeping our feeds fresh and engaging. Partners with the social media manager for training and special events.

What We Do

• Develop and Execute Social Media Strategies: We create comprehensive plans to promote university initiatives, events and achievements, ensuring our messaging is clear, consistent and aligned with our institutional goals.
• Content Creation and Management: We curate and publish content that reflects the unique spirit of our university.
• Community Engagement: We actively listen, respond and interact with our online audience, building relationships and fostering a positive digital environment for all.
• Brand Stewardship: We safeguard and strengthen our university’s brand by maintaining a consistent voice, style and presence across all social media channels.
• Support and Collaboration: We provide guidance, best practices and creative support to departments, student organizations and campus partners looking to launch or enhance their own social media efforts.

How We Can Help You

Whether you’re looking to promote an event, share a success story or simply connect with our community, our team is here to help.

We offer:

• Strategy consultation for your department or organization’s social media presence.
• Content creation support and collaboration opportunities.
• Training and resources on social media best practices.
• Amplification of your message through our official university channels.

FOR CMU SOCIAL MEDIA MANAGERS
NOTE: A social media manager is anyone who manages or helps manage an official university-affiliated social media account. This includes creating posts, sharing updates, answering questions, and making sure the account follows university guidelines and represents CMU professionally online. If you do any of these things, even if social media isn’t your main job, you are considered a social media manager for the purposes of these guidelines.

Social media managers should adhere to the following best practices:

• Maintain professional and respectful communication at all times.
• Distinguish between personal and professional voices online, while always operating as a representative of CMU.
• Always follow CMU branding guidelines (logos, images, colors, etc.).
• Regularly assess platform performance using key performance indicators (KPIs).
• Encourage user-generated content and student engagement where applicable.
• Collaborate with student influencers or alumni to extend reach where applicable.
• Respond promptly to comments and direct messages as needed.
• Engage with other campus accounts to strengthen community ties.
  

These are the social media channels we manage at UCM
Instagram
Facebook
LinkedIn
YouTube and YouTube Shorts
X
Bluesky
Threads

• Define your goals and select the right platform
  • Clearly articulate your objectives before launching or managing accounts. Consider your audience, content strategy and which platforms best align with your goals. It’s often more effective to excel on a few well-chosen platforms than to spread efforts thinly across many. Consider user demographics, content format preferences, and engagement patterns.
• Creating Accounts and Account Administration
  • Seek approval from an administrator before creating a new account.
  • Use official university email addresses for account creation and management.
  • Ensure at least two university employees have access to login credentials.
  • Use strong, unique passwords and enable two-factor authentication.
  • Audit permissions quarterly and remove former employees or contractors.
  • Be cautious of phishing and spam; contact UCM for assistance if needed.

BEST PRACTICES

• Content Strategy
  • Maintain a consistent posting schedule aligned with your organization’s calendar.
  • Prioritize content that engages multiple audiences (students, faculty, staff, alumni, prospective students).
  • Use a mix of media formats and follow accessibility best practices.
  • Regularly track engagement and share insights with stakeholders.
• Channel Strategy
  • Know your target audience and ensure they are active on the channel.
  • Define the unique value your platform offers.
  • Ensure adequate resources for channel management.
  • Align your platform with institutional goals and brand voice.
  • Be prepared to manage risks and responsibilities.
• Submitting Content for Central UCM Channels
  • Submit story ideas or event announcements well in advance.
  • Provide concise summaries and relevant supporting materials.
  • Use designated submission forms and processes.
  • Ensure alignment with university brand and strategic goals.
  • Maintain regular communication with the central team.
• Crisis Communications
  • In the event of a campus emergency, follow CMU’s established communication protocols.
    • For more guidance about CMU's crisis communications process and plans, refer to our Reputation and Issues Management department. (LINK COMING)
  • Only share official university statements from central accounts.
  • Direct audiences to cmu.edu for updates.
• Voice and Tone
  • Maintain a professional yet approachable tone.
  • Adjust tone as appropriate for each platform.
  • Avoid casual language, jargon, or slang that may not align with CMU style or values.
  • Avoid biased language.
• Community Engagement and Moderation
  • Moderate comments judiciously; responding is not always necessary.
  • Typically, no response is best for political, sensitive or negative comments.
  • Respond to positive engagement, corrections or emergency information as needed.
  • Escalate reputational issues to UCM immediately.
• Navigating the Evolving Social Media Landscape
  • Stay aware of changing business landscapes, algorithms and legislation.
  • Participate in training offered by the university or platforms.
• Other Key Considerations
  • Content representing the official voice or stance of Carnegie Mellon University requires UCM approval.
  • Double check for accuracy and grammar before posting.
  • Remember all posts are public and should reflect best judgment.
  • Promptly acknowledge and correct errors.
  • Avoid oversimplification or sensationalism.
  • Be mindful of personal social media use as an employee.
  • Always have a reason for posting.
  • Contact UCM before using university logos or trademarks.
  • Respect copyrights and do not use photos without permission.
  • Trust your instincts — when in doubt, contact UCM.
• Guidelines for Inactive Accounts (Sunsetting Accounts)
  • Place a pinned post with alternative contact/follow information before deactivating.
  • Preserve existing content for SEO and web traffic benefits.
  • Avoid deleting accounts to retain valuable messaging and prevent impersonation.
  • Be aware that relinquishing account names may allow others to claim them, risking reputation issues.

FOR CMU SOCIAL MEDIA USERS

These best practices and tips are organized into three groups (students, faculty and staff) to account for each having distinct needs and concerns.

FOR STAFF

GENERAL GUIDELINES

• Support university initiatives by sharing and engaging with official content.
• If you manage program or unit accounts, follow all administrative and content guidelines.
• Stay informed about current best practices and participate in training as available.
• Be vigilant about account security and permissions.
• Reach out to UCM for support with strategy, branding or crisis communications.
• Maintain a professional online presence; your posts and interactions should reflect your role as a university employee.
• Do not access or manage personal social media accounts during work hours or on university devices, unless work-related and approved.
• Avoid ‘friending’ or following current students on personal accounts to maintain appropriate boundaries.
• Use only approved images, logos and branding; do not use university marks for personal projects or endorsements.
• Ensure that all content posted on behalf of your unit is accurate, timely and relevant; coordinate with supervisors as needed.
• Moderate comments on official pages in accordance with university guidelines; remove or report inappropriate content and escalate issues when necessary.
• Respect privacy laws and university policies; do not share confidential or sensitive information about students, staff or faculty.
• Participate in annual or periodic social media training to stay current with institutional expectations and digital trends.
• Give proper credit when sharing or referencing work created by others, including images, research or articles.
• Be aware of copyright and intellectual property laws when posting or sharing materials.
• Monitor your privacy settings regularly and adjust them to protect your personal information.
• Engage in positive and constructive online conversations that support the university’s mission and values.
• If you encounter harmful or inappropriate content, report it to UCM or relevant university offices.
• Collaborate with colleagues across departments to ensure consistent messaging and branding.
• Highlight student and staff achievements to promote a positive university community.
• Use social media analytics tools (where available) to track engagement and improve content strategies.
• Keep up to date with emerging social media platforms and trends relevant to higher education.
• If you are unsure about posting certain content, consult with your supervisor or UCM.
• Model digital citizenship and ethical behavior in all online interactions.
• Encourage respectful dialogue and promptly address conflicts or misunderstandings on official channels.
• Coordinate with marketing and communications teams for campaigns, events or announcements.
• Be responsive to inquiries and feedback from the university community on official channels.
• Maintain transparency about your role and affiliation when posting on behalf of the university.

PLATFORM-SPECIFIC TIPS

X (formerly Twitter)

• Keep posts concise and relevant; use hashtags (#TartanProud, #LifeAtCMU, etc.) related to university campaigns.
• Engage in real-time conversations and respond promptly to mentions or direct messages.
• Retweet or amplify university news and achievements.
• Use the platform’s analytics to monitor engagement and adjust content strategy.
• Be mindful of character limits and the rapid spread of information; avoid posting unverified news.

Facebook

• Post updates, events and photo albums to engage the university community.
• Monitor and moderate comments on official pages; remove or report inappropriate content.
• Use Facebook Groups for internal staff communication, ensuring privacy settings are appropriate.
• Schedule posts for optimal visibility and engagement.

Instagram

• Share visually appealing content, including photos and short videos, to highlight campus life and achievements.
• Use Stories and Highlights to promote events and share behind-the-scenes content.
• Engage with followers through comments and direct messages.
• Use relevant hashtags and geotags to increase reach.
• Ensure all images are high quality and reflect the university’s brand.

LinkedIn

• Post professional updates, research highlights and career opportunities.
• Engage with alumni, industry partners and prospective students.
• Maintain a formal tone and focus on achievements, partnerships and thought leadership.
• Join and participate in relevant university and industry groups.
• Share articles and resources that support the university’s mission and values.

Bluesky

• Experiment with new features and content formats as the platform evolves.
• Engage in conversations with the higher education and research communities.
• Share university news and achievements to expand the institution’s reach.
• Be mindful of the platform’s culture and norms; adapt content accordingly.

FOR FACULTY

GENERAL GUIDELINES

• Share university news, achievements and events to help amplify institutional messaging.
• Follow best practices for respectful, professional engagement.
• If you manage or contribute to department accounts, coordinate with UCM and adhere to branding and content guidelines.
• Use official channels for any content representing the university’s stance or voice.
• Contact UCM for guidance on content, collaborations or emergencies.
• Maintain a clear distinction between personal and professional accounts; ensure university-related posts reflect institutional values and mission.
• Do not share confidential information about students, colleagues or university operations.
• Avoid posting or referencing students or co-workers without their consent; do not share classroom content, discussions or images without permission.
• If using social media as part of coursework, notify students about privacy expectations and offer alternatives for those with concerns.
• Participate in university-provided social media training to stay updated on best practices and policies.
• Be mindful of tone and context, especially when discussing academic topics or engaging in debate; model constructive, evidence-based discourse.
• Avoid endorsing products, political candidates, or causes using your university affiliation or branding.
• Protect your own privacy and safety by limiting personal information shared on public platforms.
• Give proper attribution when sharing or referencing academic work, research or media created by others.
• Be aware of copyright and intellectual property laws, especially when posting educational materials or research findings.
• Monitor and moderate comments or discussions on your posts to maintain a positive and respectful environment.
• If you encounter inappropriate or harmful content, report it to the appropriate university office or UCM.
• Encourage student engagement and learning through thoughtful social media assignments, but always prioritize privacy and consent.
• Stay informed about platform-specific features and security settings to protect yourself and your content.
• Use social media to highlight student success stories and showcase the impact of teaching and research.
• Collaborate with colleagues and university communicators to ensure consistent messaging and branding.
• Be a positive ambassador for the university, promoting its mission, values and achievements in all online interactions.
• If you are unsure about posting certain content, seek advice from UCM or relevant university leadership.
• Model digital citizenship and ethical online behavior for students and the broader university community.

PLATFORM-SPECIFIC TIPS

X (formerly Twitter)

• Share research highlights, university news and event announcements in concise posts.
• Engage with colleagues, students and the broader academic community using relevant hashtags (#TartanProud, LifeAtCMU, etc.)
• Respond promptly to mentions and direct messages to foster open communication.
• Avoid sharing sensitive or unverified information due to the rapid spread of content.
• Use multiple X posts (click + button) to explain complex topics or share longer thoughts.

Facebook

• Post updates about department activities, research breakthroughs and community events.
• Use Facebook Groups for class discussions or project collaboration, ensuring privacy settings are appropriate.
• Engage with alumni and the public by responding to comments and sharing relevant content.
• Share photos and videos to highlight campus life and faculty achievements.

Instagram

• Share visually engaging content such as lab photos, fieldwork, student projects and campus events.
• Use Stories and Reels for quick updates, behind-the-scenes looks or short educational clips.
• Engage with students and followers through comments and direct messages.
• Use relevant hashtags and geotags to increase visibility.
• Ensure all images and captions reflect the university’s values and professionalism.

LinkedIn

• Post professional updates, research publications and career opportunities for students.
• Engage with alumni, industry partners and prospective students through thoughtful comments and shares.
• Maintain a formal tone and focus on achievements, partnerships and thought leadership.
• Join and participate in relevant academic and industry groups.
• Share articles and resources that support the university’s mission and values.

Bluesky

• Experiment with new features and content formats as the platform evolves.
• Engage in conversations with the higher education and research communities.
• Share university news and achievements to expand the institution’s reach.
• Be mindful of the platform’s culture and norms; adapt content accordingly.

FOR STUDENTS

GENERAL GUIDELINES

• Engage thoughtfully with official university accounts and content.
• Respect community guidelines and university values in your interactions.
• Be mindful that your contributions (comments, shares, etc.) can be seen by a wide audience.
• If you’re interested in collaborating or being featured, reach out to the UCM social media team.
• Remember that your posts, even on personal accounts, may reflect on your affiliation with the university.
• Protect your personal information; avoid sharing details like your address, student ID or phone number publicly.
• Avoid posting content that could be considered offensive, harassing or discriminatory; report inappropriate behavior to university officials if you encounter it.
• Understand that posts may be permanent and searchable, even after deletion; think before you post.
• If you participate in class or group social media, clarify with your instructor whether posts are public or private, and use aliases if you have privacy concerns.
• Follow any course-specific or departmental guidelines for social media use, especially when participating in academic discussions or projects.
• When representing a student organization or club, coordinate with your adviser and follow university branding and conduct standards.
• Participate in available training or workshops on responsible and effective social media use.
• Use appropriate language and tone — maintain professionalism in all university-related communications.
• Give credit when sharing or reposting content from others, including images, quotes or ideas.
• Be aware of copyright and intellectual property laws when posting media or content.
• Consider the impact of your posts on fellow students, faculty and the broader university community.
• Engage in constructive dialogue; be open to different perspectives and avoid personal attacks.
• Check for accuracy before sharing news or information, especially regarding university events or policies.
• Monitor your social media privacy settings and adjust them as needed for your comfort and safety.
• If you’re unsure about a post or interaction, consult with university staff or the social media team for guidance.
• Use social media as a platform to support and celebrate university achievements and community members.
• Be proactive in reporting any suspicious activity or potential security risks on university social media channels.

PLATFORM-SPECIFIC TIPS

X (formerly Twitter)

• Share your experiences, achievements, and campus events using relevant university hashtags (#TartanProud and #LlifeatCMU are the main hashtags to use).
• Engage in real-time conversations with peers, faculty and university accounts.
• Be concise and clear — stick to brief, impactful posts.
• Avoid sharing sensitive personal information or unverified news.
• Use multiple X posts (click + button) to share longer stories or participate in discussions.

Facebook

• Join university and student group pages to stay updated and participate in campus life.
• Share photos and updates about your university experience, but avoid oversharing personal details.
• Engage respectfully in group discussions and comment threads.
• Be cautious about accepting friend requests from strangers.
• Use privacy settings to control who sees your posts and personal information.

Instagram

• Share visually engaging content, such as campus photos, student life, and events.
• Use Stories and Reels for quick updates or behind-the-scenes looks at your university experience.
• Engage with university and student organization accounts through likes, comments and direct messages.
• Use relevant hashtags and geotags to connect with the campus community.
• Review your profile and posts regularly to ensure they reflect your best self and the university’s values.

LinkedIn

• Build your professional network by connecting with alumni, faculty and peers.
• Share achievements, internships and academic projects to showcase your skills.
• Maintain a professional tone and appearance in your profile and posts.
• Join university and industry groups to stay informed and expand your opportunities.
• Avoid sharing sensitive personal information or unprofessional content.

Bluesky

• Experiment with new features and content formats as you become familiar with the platform.
• Engage in academic and campus-related conversations with peers and faculty.
• Share university news and your own experiences to expand your network.
• Be mindful of the platform’s culture and adapt your posts accordingly.
• Protect your privacy by limiting the personal information you share.

Social Media-Sized Summary

By following these guidelines, all members of the CMU community — social media managers, students, faculty, and staff — can help foster a vibrant, safe and effective digital presence for the university. Adhering to best practices ensures that our collective efforts elevate the institution’s reputation, engage key audiences and support CMU’s mission in the ever-evolving social media landscape

If you have any questions, need clarification on these guidelines, or are looking for support with your social media efforts, please don’t hesitate to contact the UCM social media team at social@andrew.cmu.edu.

Our team is here to assist you with a wide range of needs, from interpreting these guidelines and offering best practices, to brainstorming content ideas, developing strategies for your department or program, or helping you navigate platform-specific challenges. Whether you’re new to social media or looking to enhance your current approach, we are a resource for personalized advice and collaborative problem-solving.

No question is too small, and we welcome the opportunity to support your success on social media as part of the CMU community.