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Policy No: 2170
Responsible Office: Human Resources
Last Review Date: 07/24/2026
Next Required Review: 07/24/2031
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Policy No: 2170
Responsible Office: Human Resources
Last Review Date: 07/24/2026
Next Required Review: 07/24/2031
Web, Digital and Social Media Content Policy
1. Purpose
The purpose of this policy is to provide guidance on the responsible use of online content, including websites and social media, ensuring all online activity reflects positively on the University of South Alabama, protects confidential information, and complies with legal standards while respecting personal expression. Additionally, this policy seeks to ensure all official University websites and social media accounts align with the University's identity standards, strategic goals, and University brand; provide opportunities for two-way communication with its audiences; and comply with all applicable University policies and state and federal requirements.
2. Applicability
This policy applies to all University of South Alabama employees, including administrators, faculty, part-time faculty, and staff, and the workforce of University of South Alabama affiliates, including, but not limited to, the University of South Alabama Health Care Authority and its subsidiaries (collectively, “USAHCA”) and USA HealthCare Management, LLC (“USAHCM”).
3. Definitions
Account manager(s): University employee designated by a department to oversee the account creation, management, content, engagement, and policy compliance.
Content: Text, images, graphics, audio, videos, etc. that are posted/published to a website or social media account.
Department: Any University official college, office, department, division, program, organization, center, or other area.
Engagement: The measure of shares, likes, comments, views, etc. that are associated with a social media account or website.
Official University social media account(s): Social media accounts created for use in professional communications or marketing capacity and representing a recognized University Department.
Personal social media account: University faculty, administrator, and staff accounts that are created strictly for personal use and have no affiliation with the University.
Social media: Any website or application, now existing or hereinafter developed or created, that facilitates the sharing of information, ideas, personal messages, and other content online, including, without limitation, Facebook, X (formerly Twitter), Instagram, LinkedIn, Snapchat, YouTube, TikTok, and Reddit.
The University: For the purposes of this policy, “University” refers to the University of South Alabama – General Division, USA Health, including USAHCM, and USAHCA.
4. Policy Guidelines
4.1 Official University Social Media Accounts
4.1.1 Social Media Guidelines
Social media can be a valuable tool for disseminating information, promoting accomplishments, and engaging with students, prospective students, faculty, staff, patients, alumni, donors, and the greater community. The University encourages respectful and thoughtful use of social media as a medium to do so. When setting up a new official University social media account, or managing content for an official University social media account, account manager(s) are required to follow the Social Media Guidelines.
4.1.2 Creating an Official University Social Media Account
Before an official University social media account may be created, all account managers and designated account users with access and approval to produce and post content must complete and acknowledge their familiarity with the applicable policy and procedures training course.
4.1.3 Managing an Official University Social Media Account
4.1.3.1 The Department creating the official social media account must designate at least one (1) full-time University employee as the account manager. An official University social media account may be co-managed by University students with supervision of a University employee. Official University account managers must be well versed in this policy and the University's Social Media Guidelines, and they are responsible for all account content, monitoring account engagement on a consistent basis, and ensuring the account is in compliance with this policy.
4.1.3.2 Including the account manager(s), each official University social media account must have always at least two (2) full-time University faculty or staff members with login information (username and password) and account access. All account login information should be kept secure and not shared with non-account managers.
4.1.3.3 Departments must immediately remove access to a person with login access when they separate from the University or department, or is no longer allowed to access to the account for any reason; passwords must also be changed.
4.1.3.4 Account manager(s) are not allowed to post University announcements related to significant institutional news/issues/incidents on official University social media accounts unless that information has already been announced by the University. This includes situations where the University is waiting to officially release information to the public and/or members of the press.
4.1.3.5 The University shall have the right to remove comments or posts that contain unprotected speech, including obscenity, harassment, illegal activity, and defamation or other falsehoods, or that otherwise do not comply with University community standards.
4.1.4 Social Media Directory
All official University social media accounts must be added to the Social Media Directory. To add an Official Social Media Account to the Social Media Directory, complete the form: Social Media Directory Application.
4.1.5 Brand Standards
4.1.5.1 All official University Social Media accounts must follow University approved brand guidelines. The University’s Brand Guidelines can be found at: Brand Guidelines. USA Health brand guidelines can be found at: Brand Guidelines.
4.1.5.2 Use only University-approved logos.
4.1.6 Compliance
4.1.6.1 Minimize security risks by following cybersecurity best practices, including enabling multi-factor authentication and using unique passwords following Computer Services Center or USA Health Information Technology recommendations.
4.1.6.2 University employees contributing content to official University social media accounts must adhere to policies and laws governing privacy of information and records (including FERPA and HIPAA). Any information that should not be shared with a third party under existing University policies or applicable laws should not be disclosed on a social media site. Official posts must respect copyright, fair use, and financial disclosure laws.
4.1.6.3 If a faculty member requests or requires students to post to websites or social networking sites outside of the University (e.g., for interaction with the wider community), FERPA or HIPAA protections for that information as to third parties cannot be assured because the material is not on a University-controlled website. However, instructors should communicate the issues, conditions, and risks associated with any postings that will be publicly available on the Internet at the beginning of the academic term, preferably in the syllabus. Instructors should never post student grades, schedules, student ID numbers or Social Security numbers, or other non-directory or personally identifiable information. See https://www.southalabama.edu/departments/registrar/ferpa.html for the University's definition of directory information. Likewise, faculty members should remind students to be careful about posting personal information (e.g., schedules, real names, etc.) about their classmates.
4.1.7 Accessibility
Account managers must ensure that content is accessible and inclusive to people with disabilities. Posts and captions must be written with clarity to make text understandable, so that assistive tools like screen readers can effectively read the information. Descriptive image captions and alternative text for images must be provided, whenever possible. Video captions are crucial for viewers with hearing impairments. See https://www.southalabama.edu/accessibility for further information and guidance on accessibility.
4.1.8 Account inactivity and Platform Removal
The University retains the right to separate itself from any social media platform that no longer serves its strategic goals, in which case the University may require all official University social media accounts on a particular platform be closed in accordance with the platform removal procedures.
4.2 Employee Personal Social Media Accounts:
4.2.1 Employees may not post on a blog, web page, or social media platform during work time, nor should University equipment or property be utilized to create content for a personal social media account. The foregoing does not apply to employees whose duties include such posting or content creation or to de minimis posting on personal social media accounts during breaks from work time.
4.2.2 If employees identify themselves as employees of the University on their social media profiles or in content on their personal social media accounts, they are encouraged to affirmatively state that content posted on their personal social media accounts is representative of their personal views and/or opinions and not the views/opinions of the University of South Alabama.
4.2.3 The University encourages all employees to keep in mind the speed and way information posted on a blog, web page, and/or social media is received and often misunderstood by readers. Employees must use their best judgment and review the Social Media Guidelines.
4.2.4 If an employee of the University lists his or her occupation and/or place of employment on social media sites, the employee should remember that he or she represents the University and should conduct himself or herself professionally.
4.2.5 Employees are encouraged to celebrate University successes and colleague milestones. However, posts on personal social media accounts must never reference patients, clients, students, or their families without express written consent. When referencing University business associates, supervisors, administrators, or colleagues, employees must ensure that content is professional; negative, disparaging, or harassing references to University personnel (implicit or explicit), as determined in the University's sole discretion, are strictly prohibited.
4.2.6 Posts on personal social media must never disclose confidential information concerning business associates, supervisors, administrators, employees, patients, clients, the University, or its affiliates.
4.2.7 If the University, in its reasonable discretion, determines that content on an employee’s personal social media account is causing a documented, substantial disruption to the administration of the University, or any Department therein, it may request that the employee add a disclaimer or that the content be removed.
4.2.8 Employees are responsible for their personal social media accounts. Content posted on personal, public, or private forums that violates University policy—including, but not limited to, sharing confidential/proprietary information, making of discriminatory remarks, harassment, bullying, threats of violence, or causing a documented, substantial disruption to the administration of the University, or any Department therein —will not be tolerated. Violation of this policy may result in disciplinary action, up to and including immediate termination of employment.
4.3 Websites
4.3.1 The University’s Office of Marketing and Communications and the Web Services Department establish and maintain the official uniform brand strategy for the University’s websites, including developing web design guidelines that are consistent with and promote the University's brand integrity and strategic goals. No new web initiatives or changes to the University’s official website or webpages are allowed without authorization from the Office of Marketing and Communications or Web Services. Employees may request authorization by requesting a webmaster account at https://www.southalabama.edu/departments/webservices/webmasteragreement.html.
4.3.2 Personal Websites:
4.3.2.1 Personal websites include all interlinked webpages, images, and videos identified by a common domain name and hosted on a web server. Personal websites also include blogs, portfolios, faculty lab pages that are not hosted on the University’s official website, and personal web pages.
4.3.2.2 Employees must maintain a clear distinction between their personal digital activities and their professional role at the University. A mandatory disclaimer is required for any personal blog, portfolio, or web page if any of the following conditions are met:
4.3.2.2.1 The site contains links to official University domains, research pages, or Department sites.
4.3.2.2.2 The content relates to the employee’s area of expertise, job responsibilities, or University operations.
4.3.2.2.3 The employee identifies his or her title or employment at the University within the site’s "About" section, bio, metadata, or elsewhere on the site.
4.3.2.2.4 The site utilizes University-associated email addresses for contact or displays University trademarks (e.g., logos or wordmarks) in a manner that may imply endorsement.
The disclaimer must affirmatively state that content posted is representative of the employee’s personal views and/or opinions and not the views/opinions of the University of South Alabama.
Content produced and posted within employee-owned website(s) must never disclose confidential information concerning University business associates, supervisors, administrators, employees, patients, clients, the University, or its affiliates.
4.3.2.3 Employees are responsible for their personal websites. Content posted on personal, public, or private, forums that violate University policy—including, but not limited to, sharing confidential/proprietary information, making of discriminatory remarks, harassment, bullying, threats of violence, or causing a documented, substantial disruption to the administration of the University, or any Department therein—will not be tolerated. Violation of this policy may result in disciplinary action, up to and including immediate termination of employment.
4.3.2.4 Employees are not to cite, reference, or allude on personal websites to University business associates, administrators, supervisors, employees, patients, students, clients, or the families of such individuals without their approval.
4.3.2.5 Personal website management and maintenance must not occur during working hours.
4.3.2.6 The use of University logos or trademarks is restricted and can’t be used within personal websites without the express written approval from the Department of Marketing & Communications.
4.4 Monetization
Employees may engage in the monetization of their personal social media accounts or personal websites (e.g., through sponsorships, affiliate marketing, or advertisements), provided that their personal social media accounts or personal websites are otherwise compliant with this policy.
4.5 Institutional Neutrality
4.5.1 This policy requires that the University remain viewpoint neutral. Content posted on official University social media accounts must be consistent with the University's commitment to institutional neutrality.
4.5.2 Employees may not use official University organizational terms, including, but not limited to, "Lab," "Center," "Institute," "Department," or "Division," on personal social media accounts or webpages in any manner that implies the endorsement of the posted content by the University
4.6 Brand Standards
The University’s Brand Guidelines can be found at: Brand Guidelines. USA Health brand guidelines can be found at: Brand Guidelines.
5. Procedures
N/A
6. Enforcement
6.1 Nothing in this Policy is intended to, nor shall it be applied to, prohibit or discourage employees from engaging in protected activities.
6.2 For Staff and Administrative Employees and Physicians: The University’s Human Resources department is responsible for implementing and enforcing this policy.
6.3 For General Division Faculty: Academic Affairs is responsible for implementing and enforcing this policy.
6.4 For USA Health Clinical Faculty: The College of Medicine and USA Health are responsible for implementing and enforcing this policy.
6.5 Persons found to be in violation of this policy will be subject to disciplinary actions up to an including termination from employment.