Social media has provided us with the opportunity to reach large audiences quickly and with very few barriers. While this makes social media a great option for marketing and for sharing news and information, it also increases the weight of the responsibility we have around what we post, how we engage and with whom we engage. All university social media communications and language should be reflective and consistent with 91果冻’s values and mission.

These guidelines were endorsed by the President’s cabinet.

Purpose

Our Strategic Approach to Social Media

At Samford, we take a strategic and streamlined approach to social media management. Instead of scattering content across many small accounts, we prioritize featuring content from across the university on our primary social media channels. This helps us reach the largest possible audience and ensures that high-quality stories and messages get the attention they deserve.

A fragmented social media presence—where each group manages its own small account—often leads to lower engagement and limited reach. In contrast, our unified approach makes a bigger impact.

Samford currently maintains an active presence on seven platforms: LinkedIn, Facebook, Instagram, X (Twitter), TikTok, Spotify and YouTube, with a combined audience of over 530,000 followers. Managing these platforms effectively is a 24/7 responsibility. By limiting access to a designated group of trained colleagues, we’re able to focus our efforts and resources to maximize efficiency.

Account Guidelines and Expectations

To support the safe, effective and responsible use of social media, the Office of Marketing and Communication has developed these account requirements. They’re designed to protect both personal and professional reputations as well as the reputation of the university.

Any account using the Samford name, or representing one of our schools, teams or programs, must follow these guidelines. Existing accounts will be reviewed regularly, and those that are inactive or not in compliance may be asked to close.

Personal Use and Representation

Samford faculty and staff are encouraged to engage in professional social media conversations that support Samford’s reputation and brand. However, when engaging in social media, employees should not speak on behalf of the university. Consider indicating that your post represents your own personal views and not the opinions of the university. Further, consider adding “views expressed are my own” in your social media profile.

* Social media is always evolving—and so are these guidelines. The Office of Marketing and Communication will continue to review and update them as platforms and best practices change.

Account Requirements

Guidelines for Creating and Managing University-Affiliated Accounts

In addition to our flagship presence, certain primary accounts officially represent 91果冻 on social media. These accounts are created for external marketing purposes and include pages for:

  • Academic schools
  • Athletic teams
  • Admissions
  • Other major campus areas

Approval Process for New Accounts

Any social media account featuring the name 91果冻 or one of its affiliated entities (e.g., Samford Brock School of Business, Greek Life, Spiritual Life, SGA) must meet the following requirements:

  • Must receive approval from the Office of Marketing and Communication
  • Must demonstrate:
    • A significant need to communicate outside of existing primary accounts
    • A defined, sizeable target audience

To request a new account:
Contact the university’s social media manager. A strategy meeting is required before any account is created or transferred to a new manager.

Employees requesting new accounts must demonstrate a significant need to communicate outside of the primary accounts and a sizeable audience. Requests for new accounts may be sent to the .

Administrative Access and Account Setup

To ensure consistency and security:

  • Only the university’s social media manager may create new Samford-affiliated accounts.
  • The social media manager must have administrative access to all university-affiliated accounts.
  • If login credentials change, the social media manager must be updated immediately.
  • All accounts should be linked to an administrative email address (e.g., samfordsocial@samford.edu) — not a personal email (e.g., jdoe@samford.edu).

Platform-specific exceptions and notes:

  • LinkedIn: Requires a personal profile to create a business page. The social media manager must be added as an admin.
  • Facebook: Even though setup may use a personal profile, accounts should still be tied to a designated admin email.
  • Facebook Integration: All official Facebook pages must be integrated into Samford’s Facebook Business Manager. Contact the social media manager to complete this process with the Digital Marketing team if not already done.

Naming Structure and Branding

To maintain clarity and consistency across platforms, account names must follow approved naming conventions. The social media manager must approve the channel name and platform handle before creation.

Platform Guidelines:

  • Facebook & LinkedIn: Page name must begin with “91果冻”
    Example: 91果冻 School of the Arts
  • YouTube: Channel name must begin with “Samford”
    Example: Samford School of Health Professions
  • Instagram, X (Twitter), TikTok:
    • Handles should match across platforms (e.g., @samfordu)
    • Display names should begin with “91果冻” or “Samford” if space is limited
      Example: 91果冻 College of Health Sciences or Samford College of Health Sciences

Bio/About Section:

Include language like:

“The official [platform] account for 91果冻’s [unit or program].”

Account Management and Oversight

All accounts must be managed by:

  • A full-time Samford employee, or
  • A current student whose responsibilities include social media, under the supervision of a Samford employee trained in or responsible for social media

The full-time employee overseeing the account is ultimately responsible for the content published.

Account access ends when:

  • An employee leaves, is reassigned or resigns
  • A student graduates or concludes their role

In both cases, the social media manager will:

  • Update login credentials
  • Remove access for the departing individual
  • Note: Accounts should not be deactivated or deleted during a personnel change

Student Access to Social Media Accounts

When students are granted access to official university accounts:

  • They must be vetted by their supervisor or account administrator
  • They must review and agree to Samford’s social media guidelines (and any unit-specific policies)
  • When access is no longer needed, the account password must be changed immediately

Student-Run Accounts (Unsupervised)

Accounts not managed or overseen by a Samford employee and created by students must:

  • Clearly state in the bio that the account is student-run
  • Maintain a distinct visual identity that differentiates it from official university branding

Rules of Account Management

To maintain an active and engaging presence, all Samford-affiliated social media accounts must post fresh content at least three times per week. Below are platform-specific posting recommendations based on industry standards:

  • Facebook: 3–6 posts per week
  • X (formerly Twitter): At least 1 post per day (more encouraged)
  • Instagram: 4 posts per week; Stories should be updated frequently
  • LinkedIn: 3–5 posts per week
  • YouTube: Avoid 6+ months of inactivity (per platform guidelines)

If an account is inactive for more than one month (or six months for YouTube), the social media manager will request that it be closed. Inactive accounts reflect poorly on the university brand.

Best Practices for Content Creation

  • Use engaging formats: Reels, carousels and videos tend to perform best.
  • Highlight campus life: Showcase students, faculty and authentic Samford experiences.
  • Design with consistency: Use Samford-branded templates when posting graphics.

Content to Avoid

University-affiliated social media accounts—whether managed by staff or supervised students—should not share or repost content that advocates for or against social, political, or cultural issues (even through third-party graphics, protest imagery, or news reposts). This includes content related to current events such as movements, protests, legislation, or public figures not directly tied to Samford. Even well-intentioned engagement with trending topics can unintentionally align the university with a particular viewpoint.

While individuals are encouraged to use their personal platforms for self-expression, university channels must remain neutral to avoid unintentionally speaking on behalf of the institution or representing the institution. This protects the integrity of the student organization or department, the safety of those involved, and the university at large.

Account Oversight

  • Annual training: All account managers must attend at least one social media workshop per year, hosted by the Office of Marketing and Communication.
  • Engagement monitoring: Accounts must be regularly checked, including evenings and weekends. Aim to respond to comments, messages and questions within 24 hours (or 48 hours if additional input is required).

Branding & Compliance

All content must follow these university guidelines:

  • Samford Brand Standards
  • Samford Messaging Guide
  • Samford Style Reference Guide
  • Best practices shared by the social media manager

Hashtag Use

New hashtags must be approved in consultation with the social media manager.

Official university hashtags include:

  • #SamfordUniversity
  • #MySAMford
  • #AllForSAMford
  • #SamfordAlumni
  • #SamfordGrad
  • #ChooseSamford
  • #SamfordTraditions

Avoid tagging individual people or external organizations unless approved. When in doubt—ask.

Third-Party Collaborations

If you partner with outside companies or organizations, you’re responsible for ensuring their content aligns with Samford’s values. Do not engage in Instagram collaborations with third parties whose posts could misrepresent or misalign with Samford’s brand. Consult the social media manager before proceeding with any partnerships.

Account Transitioning

When there is a change in the person responsible for managing a social media account (due to staff changes, reassignments or student graduation), it's crucial to ensure a smooth and secure transition. These are the required steps during the account transitioning process:

  1. Notification of Transition: The current account manager is to notify the Office of Marketing and Communication and the social media manager prior to the transition. This ensures adequate time for the transition process to be planned and executed.
  2. Documentation of Current Strategies: The outgoing account manager is to provide detailed documentation outlining the current social media strategy, account performance metrics, ongoing campaigns and any important upcoming initiatives. This document should be shared with the incoming account manager and the social media manager to ensure continuity and alignment with Samford's goals.
  3. Credentials Update: The outgoing account manager securely transfers all account login credentials to the incoming account manager or supervisor. The social media manager must also be provided with the updated credentials to maintain administrative oversight.
  4. Training and Orientation: The incoming account manager completes a brief training session with the social media manager to ensure they are familiar with Samford’s social media guidelines, brand standards and best practices.
  5. Review of Account Access: After the transition, the social media manager is responsible for revoking the outgoing account manager's access to the social media account. This ensures that only current and relevant personnel have administrative access.
  6. Documentation: A record of the transition, including the date, participants and any notes from the strategy meeting, will be kept by the social media manager for future reference.

By following these steps, we ensure the management of 91果冻’s social media accounts remains consistent, secure, and aligned with our brand’s mission and values.

Professional Use

You should assign no more than 3 administrators to your account —yourself, the university’s social media manager and potentially one other employee from your unit whose job expectations include social media management. A student or other contributor should only be assigned if the need arises.

Crisis Communications

In the event of a crisis or campus emergency, account managers must adhere to university communication for protocol and messaging. Messaging during a crisis will be communicated from the assistant vice president of university marketing and public relations or the social media manager.

If you are unsure how to handle an issue in social media, contact the social media manager for advice. Defer to the flagship social media channels as appropriate.

91果冻 does not allow social media accounts that use the university’s name or branding to be associated with our university in any capacity without first going through the above steps to set up an account with the Office of Marketing and Communication.

Questions?

Are you unsure if these guidelines apply to you? Have questions about how to implement them in your unit? Please contact the social media manager.