Social Media Guidelines & Account Standards

Social Media Guidelines

Social media is a powerful communication tool that continues to evolve, allowing us to inform, engage, and build lasting relationships with our communities. At Montclair State University, social media plays an essential role in strengthening our brand, sharing our stories, and fostering meaningful connections across our campus community.

These guidelines establish a consistent framework for creating, managing and maintaining official University social media accounts. They are designed to:

  • Maintain a cohesive University brand across all social media platforms 
  • Ensure official accounts follow University branding and account standards
  • Support engaging, accessible and strategic content creation
  • Protect the University's reputation, likeness and digital identity
  • Create a unified social media experience for audiences interacting with Montclair State University

Whether you manage an existing account or are requesting a new one, these guidelines should be followed across all official University social media channels.

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Core Principles

  • Be Authentic
    Represent Montclair State University truthfully, respectfully and with #RedHawkPride.
     
  • Think Strategically
    Create content with purpose by understanding your audience and aligning with University priorities and communications goals.
     
  • Act Responsibly
    Everything you publish reflects on your department, office, organization and Montclair State University.
     
  • Foster Belonging
    Create welcoming, inclusive and accessible content that reflects the values of our campus community.
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Creating a New Social Media Account

Before creating an official social media account representing a University department, office, program, center or organization, please consider whether an existing University account can effectively serve your needs.
If a new account is necessary, departments must:

  • Submit a Social Media request form to University Communications and Marketing
  • Clearly define the account's purpose and intended audience
  • Identify at least two account administrators 
  • Demonstrate a plan for maintaining the account with consistent content 
  • Receive approval before creating the account

Creating official University social media accounts without prior approval is discouraged and may result in requests to consolidate, rename or deactivate the account.

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Account Structure and Branding

To provide a consistent experience across the University's digital presence, all official accounts should follow the University's established social media structure. This includes:

  • Approved account names
  • Standardized usernames and handles
  • Official profile icons
  • Consistent biographies
  • Approved website or Linktree links
  • Appropriate University hashtags
  • Clear visual identification as an official Montclair State University account
     

Following these criteria improves search engine optimization (SEO), strengthens the University's brand identity and helps audiences easily recognize official University accounts.

Official University Branding

Only approved University brand assets may be used on official social media accounts.
Official logos, wordmarks, athletics marks, mascots and other University brand assets may not be recreated, modified or replaced. This includes:

  • AI-generated versions of Rocky
  • AI-generated University logos
  • Modified University or athletics logos
  • Alternate mascot illustrations
  • Unapproved color variations
  • Altered University wordmarks

Official brand assets are available through the Office of University Communications and Marketing.

Each official University social media account should:

  • Maintain at least two current University employees with administrative access
  • Keep login credentials current and secure
  • Notify University Communications and Marketing when account administrators change
  • Be actively maintained with regular content
  • Be subject to periodic review to ensure compliance with University standards

Inactive or duplicate accounts may be reviewed for consolidation, archival or deactivation

During emergencies, reputational issues or high-profile events, official accounts may be asked to comply with the following directives:

  • Pause scheduled social media posts
  • Follow guidance from University Communications and Marketing before posting updates
  • Refrain from speculating or sharing unverified information
  • Refer media inquiries to University Communications and Marketing

If a crisis affects your area, additional guidance will be provided.

Content Best Practices

Plan with Purpose

  • Use a content calendar to plan campaigns, announcements and engagement opportunities
  • Vary content formats including Reels, TikToks, Stories, carousels, photos, graphics and videos
  • Post consistently and during optimal engagement periods
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Be Accurate and Professional

  • Verify information before publishing
  • Proofread for grammar, spelling and clarity
  • Maintain a professional, respectful and engaging voice
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Stay On Brand

  • Align messaging, visuals and tone with Montclair State University's mission and brand guidelines
  • Represent the University with pride, integrity and professionalism
  • Avoid sarcasm, divisive topics or humor that could easily be misunderstood
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Engagement and Community Management

Official social media accounts should actively monitor comments, direct messages and audience interactions.

  • Respond to questions thoughtfully and respectfully
  • Moderate conversations in accordance with the University's Community Standards
  • Do not delete negative or critical comments without first consulting University Communications and Marketing

If you receive concerning comments or messages, please contact University Social Media Director Paul McGroarty at mcgroartyp@montclair.edu before taking action.

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Safety, Privacy and Legal Considerations

Protect Confidential Information

  • Do not share student records, health information, internal documents or other confidential information.
  • Always follow applicable FERPA, HIPAA, NCAA, and University privacy policies.

Respect Intellectual Property

  • Only publish content you have created or have permission to use.
  • Do not download or use images found through Google or other websites without proper licensing or permission.
  • Always provide appropriate credit when required.
     

Accessibility

Official social media content should be accessible whenever possible. Best practices include:

  • Adding closed captions to videos
  • Using alt text when platforms support it
  • Ensuring sufficient color contrast
  • Limiting excessive text within graphics
  • Designing content that is easy to read and understand

Accessibility helps ensure all members of our community can engage with University content.

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Image Releases

Most currently enrolled Montclair State University students have already signed media release agreements during the admissions or registration process, allowing their likeness to be used in University marketing and communications.
However:

  • Parents, children, visitors, guests and other non-students typically have not signed these agreements
  • Written or recorded verbal consent should be obtained before featuring non-students in promotional photography or video

When in doubt, obtain permission before publishing. For questions, contact University Communications and Marketing. 

Artificial Intelligence

Artificial intelligence (AI), specifically Generative AI, can be a valuable tool for brainstorming ideas, improving workflows or assisting with content creation. However, AI should never replace official University branding or create content that inaccurately represents Montclair State University
Official University accounts should not use AI to:

  • Generate unofficial University logos
  • Create alternate versions of University Mascots
  • Recreate University wordmarks or athletics marks
  • Produce fake campus photography presented as authentic
  • Create misleading imagery of University events or experiences

Any AI-assisted content should be carefully reviewed for accuracy, originality, accessibility and alignment with University branding before publication.

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Platform-Specific Guidance

Instagram & TikTok
Prioritize short-form video, authentic storytelling, trending formats and engaging visual content.

X (formerly Twitter)
Share timely updates, monitor conversations and communicate clearly and concisely.

LinkedIn
Highlight professional accomplishments, research, partnerships, academic excellence and career opportunities.

Facebook
Focus on community engagement, campus events, alumni stories and institutional news.

YouTube
Publish high-quality videos with descriptive titles, captions and accessible video descriptions.

Personal Social Media Use
Official University logos, branding and imagery should not be used on personal accounts to endorse personal opinions, political causes, commercial products or other organizations in accordance with our Policy on Institutional Identity and Use of Name and Marks.

Need Support?

The Office of University Communications and Marketing is your partner in social media success. We can assist with:

  • Social media account requests
  • Branding and identity questions
  • Account structure and naming conventions
  • Content strategy
  • Campaign planning
  • Photography and video resources
  • Content approvals
  • Crisis communications
  • Accessibility best practices

For questions or assistance, please contact: socialmedia@montclair.edu.

Your online presence contributes to the Montclair State University story. Together, we can create a cohesive, engaging, and welcoming digital community that reflects the University's values while amplifying #RedHawkPride and showcasing #RedHawkCountry.