Social Media Guidelines

• Brand and Editorial Standards
• Account Naming Conventions
• Official MTU Hashtags
• MTU Social Media Avatars
• Social Media Moderation
• Emergency Communications on Social Media
• Threats Received on Social Media
• Official Campus Emergency Messaging

University Marketing and Communications (UMC) has developed the following guidelines to assist the Michigan Tech community in using social media platforms effectively, protecting professional reputations, and ensuring a consistent University brand image. These guidelines are designed to help MTU social media admins (SMAs) maintain a positive and unified brand presence for Michigan Tech across the University's official social media accounts (OSAs).

The UMC social media team (UMC Social) directly manages the social media accounts and presences of the following flagship entities on behalf of the University: 

• Michigan Technological University
• Michigan Tech College of Business
• Michigan Tech College of Computing
• Michigan Tech College of Engineering
• Michigan Tech College of Sciences and Arts
• Michigan Tech College of Forest Resources and Environmental Science

UMC Social is responsible for monitoring, updating, and maintaining the content and reputation of social media accounts on behalf of the listed flagship entities. UMC Social will promptly handle inappropriate or offensive content that is posted on these accounts.

The UMC Social team is not responsible for monitoring, updating, or maintaining the content of any other official social media accounts (OSAs). UMC works with OSAs by providing support in the ways listed below:

• MTU Social Media Policy
• MTU Social Media Guidelines
• Social Consultation and Guidance
• Strategic Planning
• Branding Assistance
• Conflict Resolution Assistance
• Crisis Communication Assistance

Social Media Content Sizing

To make Michigan Tech’s content stand out on social media, it's essential to use the correct content sizes for each platform. Proper sizing ensures visuals appear crisp, professional, and well-aligned, while avoiding awkward cropping or pixelation. Each social platform has its own recommended dimensions for feed posts, stories, profile images, and more, so be sure to tailor content accordingly. By optimizing image sizes, OSAs can enhance visual appeal and maintain consistency across Michigan Tech’s social media presence.

Brand and Editorial Standards

When posting as a Michigan Technological University entity on an official social media account (OSA), tone and editorial
standards must be consistent with our Brand Guide and Editorial Guide.

The Brand Guide is an outline of our visual identity system at Michigan Tech. 

The Editorial Guide is a quick reference tool to set campuswide standards for grammar and punctuation. It also helps University communicators follow a style that is consistent and appropriate for print and electronic materials written for and about Michigan Technological University.

• Brand Guide
• Editorial Guide

Account Naming Conventions

Accounts that are recognized as official social media accounts (OSAs) of Michigan Technological University should follow these naming conventions to be in compliance with the Michigan Tech brand on social media.

Preferred Display Name: Michigan Tech (Office, Department, Program Name)

Example Display Names: Michigan Tech College of Computing, Michigan Tech Alumni and Friends, Michigan Tech College of Business

Preferred Handle: @MTU_(Office, Department, Program Name)

Example Handles: @MTU_CSA, @MTU_Computing, @MTU_Hockey

Official MTU Hashtags

Hashtags are short links created by using the pound sign (#) followed by a specific word, phrase, category, or campaign to allow your content to become searchable by external audiences on social media platforms.

When developing your own hashtags, conduct research to ensure that the tag is not being used widely online. Keep your hashtags short and easy to remember. Keep them unique yet relevant to your content.

Michigan Tech’s flagship social media accounts use a limited list of official hashtags to connect to our communities at large. Use these official MTU hashtags in the captions of your posts to connect your content to the MTU social media community.

MTU Social Media Avatars

All official social media accounts (OSAs) at Michigan Tech must set a profile photo that adheres to UMC's University Brand Guide. This requirement is meant to ensure solid branding on social media and consistency across active platforms. UMC offers a varied selection of social media avatar options to empower campus and University entities to express their individuality while remaining consistent with our brand standards.

To request a new or updated social media avatar, please email social@mtu.edu and a member of the UMC Social team will work with you to determine the right solution for your OSA. This service is only available to verified official social media accounts. All social media avatars should be approved by UMC.

Download MTU Social Media Avatars

Social Media Moderation

Comment and Conversation Moderation

As a federally funded public institution, Michigan Technological University must protect freedom of speech. The MTU Social Media Policy is designed, and should be interpreted and implemented, with First Amendment protections and principles in mind. When social media admins (SMAs) create a social media post on an official social media account (OSA), they create a limited public forum to engage with members of the public. Moderators of such forums on University accounts are required to ensure that everyone who wants to comment feels welcome and able to do so. The University reserves the right to remove content and/or comments that contain:

• Defamation
• Obscenity 
• Promotion of illegal discrimination
• Promotion of illegal activity
• Violation of the copyright of others 
• An actual threat to any person, place, or property

Some duplicate comments by the same or multiple users may also be deleted in certain circumstances. Spam and malware may also be deleted. If you have a question about whether a comment meets the legal definition of the terms above, please contact UMC’s social media team prior to removing any comments. If needed, UMC will seek further interpretation and guidance from the University’s Office of General Counsel. 

Some specific suggestions:

• If comments are identical, delete all but the first instance. 
• Don't use profanity filters or word “blacklists.”
• Don't disclose confidential information. If you are not sure whether certain information is confidential, contact the Office of General Counsel.
• Don't advocate for illegal activity.
• Don't violate copyrights or trademarks.
• Don't advertise or promote commercial products, services, entities, or individuals.
• Don't endorse or oppose any person campaigning for political office or any ballot proposal. For further guidelines on political activity, see the Board of Trustees Governance Policy Chapter 4.5. 

In the case of an actual threat or illegal activity, please contact MTU Public Safety and Police Services immediately (call 906-487-2216 or text 906-421-4911).

Contact Public Safety

Social Media Moderation Step by Step

Use this step-by-step approach to ensure constructive dialogue and effective moderation:

1. Monitor social media comments daily.
   1. Check social media posts daily for comments and engagements to address in a timely manner.
2. Evaluate each comment.
   1. Engage by liking or responding to positive comments in the comment section to show appreciation.
   2. For questions and/or concerns, read each comment carefully and guide the commenter to the relevant campus content. Keep responses informative, polite, and supportive.
   3. Consider whether a response is needed with negative comments. If a response is needed, guide the commenter to a campus contact who can address their concerns. If you are not sure whether you should respond to a negative comment or are unsure how to respond, reach out to UMC’s social media team at social@mtu.edu.
   4. When unsure where to direct a commenter for relevant campus content, reach out to social@mtu.edu for assistance.
3. Moderate according to MTU’s Social Media Policy.
4. Report when necessary.
   1. In the case of an actual threat or illegal activity, please contact MTU Public Safety and Police Services immediately (call 906-487-2216 or text 906-421-4911).

Emergency Communications on Social Media

Social media plays a vital role in communication, especially during emergency situations. In the absence of reliable, verified information, misinformation can spread quickly.

In emergencies or critical incidents, Michigan Tech’s official social media accounts (OSAs) should only post information approved by authorized sources and spokespeople. To share essential updates, OSAs should re-post content from Michigan Tech’s official campus emergency messaging social media accounts.

During emergencies or incidents, Michigan Tech social media admins (SMAs) should refer to MTU Safety First Alerts for the most up-to-date information.

For more campus safety resources, visit the Public Safety and Police Services webpage. 

Public Safety

Threats Received on Social Media

If the nature of the threat is an emergency, call 911. When an MTU social media admin (SMA) becomes aware of a potential threat, they should report it immediately. SMAs can report concerns or threats to Michigan Tech’s Public Safety and Police Services at 906-487-2216. Additionally, please inform UMC after you have informed and notified emergency personnel.

When reporting a threat, include as much information as possible, including the username of the individual(s) involved, when the message was received, and other information as necessary. 

Campus Safety Resources

• MTU Safety First Alerts
• General Public Safety Information
• MTU Emergency Guide

Official Campus Emergency Messaging

In a campus emergency, Michigan Tech will use the following social media accounts to communicate important updates to the campus community.

Michigan Tech Flagship Accounts

• Michigan Tech on Facebook
• Michigan Tech on X (Twitter)

Michigan Tech Public Safety

• MTU Safety First Alerts
• Michigan Tech Police on Facebook