Social media outlets are an excellent way to provide current updates and two-way communication with constituents of the University of Kansas Medical Center. Schools, departments and KUMC organizations must follow rules that apply to traditional media outlets as well as unique rules associated with social media.
The following policy applies to the schools, departments and registered student organizations that identify themselves as being a part of the University of Kansas Medical Center and use its branding (title, letterhead, signature file, logos, web domain, etc.) in public outlets. Individuals' use of social media outlets are covered under the student handbook and faculty and staff handbooks.
The purpose of this policy is to establish baseline rules for using social media outlets for those representing KUMC in an official capacity.
This policy applies to the schools, departments and registered student organizations that identify themselves as being a part of the University of Kansas Medical Center and use its branding (title, letterhead, signature file, logos, web domain, etc.) in public outlets.
Social network: As of January 2011, there are nearly 200 different social networking websites, with new sites being created and old ones retiring at a rapid pace. For the purposes of this policy, a social networking site constitutes any website that allows individuals or organizations to communicate with each other in a direct or indirect fashion. As of this writing, examples include but are not limited to Blogger, Facebook, Flickr, Ning, YouTube and WordPress.
Violations of the social media policy may lead to:
Administration of social media
Only KUMC faculty, staff or registered student organizations are allowed to create, operate, monitor, edit and maintain social media content on behalf of KUMC.
Registering social media presence
Any KUMC department or organization engaging in social media must provide the Director of Internet Development and the Director of Communications in the Office of Public Affairs with the type of social media and its web location, as well as the name and contact information for the individual(s) authorized to create, operate, monitor and edit the content on an ongoing basis. Both the Director of Internet Development and the Director of Communications in the Office of Public Affairs will be notified as soon as possible if the authorized individual changes.
For Facebook: The Director of Internet Development must be included as an additional page administrator. This allows KUMC to respond more quickly in the event of a problem, such as the unavailability or departure of the staff member who has administrative control of the page.
For YouTube: YouTube is the preferred platform for hosting official digital video, and the University maintains a centralized YouTube channel administered by the Office of Public Affairs. All videos that are to be publically available in a digital format will be sent to Public Affairs to be approved, appropriately tagged and uploaded to the channel. Video hosted in the channel can then be embedded in departmental web pages.
Other platforms: The information to access the content (e.g. username, password, URL) will be provided to the Director of Internet Development and the Director of Communications in the Office of Public Affairs. This allows KUMC to respond more quickly in the event of a problem, such as the unavailability or departure of the staff member who has administrative control.
Managing the visual identity
Social media must comply with the University's visual identity guidelines, available online at http://identity.ku.edu.
Note that use of University marks, such as logos and graphics, must comply with the University's Trademark Licensing Policy. Questions regarding the use of University marks should be directed to the University's Trademark Licensing Director at (785) 864-4650.
University departments will not use social media sites to collect personal information about users. Terms and conditions of use on social media sites, as well as state and federal laws, impose significant requirements and restrictions on the collection of personal information. In the case of minors, significant additional penalties can apply to violations.
Facebook presences established by a KUMC entity must be created as "fan pages."
The department's authorized Page Administrator(s) must maintain the security of the page's password and identification. These individuals are fully responsible for all use of the account and any actions that take place using the account.
Social media sites generally accept complaints regarding abuse and other issues (e.g. harassing messages). Problems or concerns regarding the use of social media or a KUMC social media site should be reported immediately to the Director of Internet Development and the Director of Communications in the Office of Public Affairs.
Requests for exemptions to any of the above rules must be made to the Director of Communications.
University departments using social media must also follow all applicable KUMC, KU and Board of Regents policies. KUMC policies most relevant to social media use include, but are not limited to: patient privacy, sensitive information, University fundraising, political activity, copyright and Internet use.
Also see the index of departmental social media outlets.
Also, view a brown bag session on Social Media and Your Department from February 8nd, 2012.
Office of Public Affairs
Director, Internet Development
Effective date: Feburary 2011