Social Media Guidelines

Gardner-Webb University enthusiastically supports its employees’ and officially recognized student clubs and organizations’ use of social media to bolster campus productivity and to facilitate conversations with key audiences. This page outlines both expectations and best practices for Gardner-Webb employees and officially recognized student clubs and organizations. For more information regarding social media use, Gardner-Webb University enthusiastically supports its employees’ and officially recognized student clubs and organizations’ use of social media to bolster campus productivity and to facilitate conversations with key audiences. This page outlines both expectations and best practices for Gardner-Webb employees and officially recognized student clubs and organizations. For more information regarding social media use, contact a member of the social media team.

Follow Gardner-Webb on Social Media

Social Media Definitions

Merriam-Webster defines social media as “forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos).”

Official Social Media Policy

Gardner-Webb University has developed a social media strategy that upholds the University’s brand as an integral part of digital communication. Social Media Marketing is essential for our university to establish brand awareness, brand loyalty and relationships with students. Social media is used to capture and promote the University’s programs and initiatives, while maintaining relevance among current students and prospective students/families. 73% of aspiring students use social media to research schools – our pages can help make their choice easier. 

I. Purpose and Scope

This policy outlines expectations for all members of the Gardner-Webb University community who create, manage, or contribute to social media accounts connected to the University. It applies to:

• All official University accounts (departments, colleges, programs, athletics, offices)
• Accounts operated by recognized student clubs and organizations
• Personal accounts when used in connection with or in furtherance of University programs, activities, initiatives, or student-organization communication

This policy also provides guidelines to help avoid the appearance that personal views represent the University. The goal is to protect the University, comply with legal requirements, and maintain consistent, mission-aligned communication.

II. Academic Freedom

Gardner-Webb University encourages its faculty to be active participants in social networks and values and promotes the academic freedom of our faculty members. Nothing in these guidelines shall be interpreted as infringement or revision of the statement on Academic Freedom and Responsibility as published in the faculty handbook.

III. Confidentiality and Privacy

Employees and student organizations must not post confidential or proprietary information about Gardner-Webb University, its students, employees, or alumni.

All federal guidelines and University policies apply, including:

• FERPA
• HIPAA
• NCAA Regulations (GWUsports.com NCAA Compliance)
• Gardner-Webb Faculty Handbook
• Gardner-Webb Personnel Policy Manual
• Technology Services Computer and Acceptable Use Policy

IV. Personal Responsibility and Professional Standards

Employees and student organizations are personally responsible for the content they publish. Online behavior must follow the same laws, policies, and behavioral expectations that apply in person, including:

• Faculty Handbook II.9
• Personnel Policy Manual 2.3

V. Personal Views and Political Views

If employees or students identify themselves as Gardner-Webb faculty, staff, or representatives, they must clarify that their views do not represent the institution.

Employees may use: “Opinions are my own.”

Student clubs and organizations must display: 

“The views or opinions expressed here do not represent the views and opinions of Gardner-Webb University.”

Political content on University-affiliated accounts is prohibited. Accounts may not:

• Endorse candidates
• Promote political platforms
• Share partisan commentary
• Use University name, logo, or marks to support political activity without written approval

VI. Copyright and Fair Use

Employees and student organizations must comply with copyright and intellectual property laws. This applies to:

• Text
• Images
• Graphics
• Music and audio
• Video
• Logos and trademarks

For guidance, consult the Division of University Communications and Marketing.

VII. Use of Music and Audio

Staff, departments, and student organizations must use copyright-safe audio.

Unlicensed music has consequences including:

• Civil liability for copyright infringement
• Copyright strikes
• Removal of posts
• Muted videos
• Account restrictions

Approved sources include:

• University-licensed libraries (e.g., Universal Production Music)
• Royalty-free music that has been designated for commercial use by the social platform where you are posting the content (including, but not limited to, YouTube, Facebook, WhatsApp, Instagram, WeChat, TikTok, Snapchat, Pinterest, etc.)
• Copyright-holder–approved music

View Copyright & Music Use resource page for more information.

When uncertain, contact the Social Media Manager or the Division of University Communications and Marketing.

VIII. University Logos and Branding

University logos may not be used for personal endorsements or to promote:

• Commercial products
• Political causes or candidates
• External organizations without permission

See the GWU Trademark Licensing and Logo Usage Policy for additional information. Approved assets for personal sharing are available from the office of University Marketing and Communications.

IX. Web Content Accessibility Guidelines (WCAG)

All University-affiliated content must comply with the following accessibility standards.

Required:

• Captions on all videos (auto-captions should be reviewed/corrected before posting)
• High-contrast graphics –
  High-contrast graphics use clearly distinct foreground and background colors so text and visuals remain readable for people with low vision or color blindness; simple pairings like white on dark red or black on light gray help ensure ADA-aligned accessibility.
  
  Acceptable: white on dark red, black on light gray;
  Not acceptable: red on black, gray on white
  
• Avoid flashing or strobing effects
• Use readable fonts and alt text where possible

Contact the Office of Web & Digital Communications for guidance when unsure.

X. Appropriate Use of University Time and Property

University technology and work hours must be used for University business. Employees must comply with the Technology Services Computer and Acceptable Use Policy.

XI. Terms of Service

All users must follow the Terms of Service for each social media platform.

XII. Best Practices

Represent the University Well
Content posted on behalf of the University must reflect Gardner-Webb’s mission and values, promoting leadership, service, and community.

Monitor and Moderate Comments
Comments should not be deleted unless they violate posted guidelines. Unacceptable content includes:

• Profanity
• Racist, sexist, or derogatory language
• Personal attacks
• Off-topic or spam content
• Commercial advertisements
• Political endorsements

Be Accurate
Verify information before posting. Correct inaccurate content promptly and visibly.

Be Transparent and Authentic
Only post on behalf of Gardner-Webb if you are authorized to do so. Do not hide your identity.

Be Relevant
Accounts should remain active and purposeful. If an account becomes inactive, contact the Office of Web & Digital Communications.

XIII. AI-Generated Content

AI may support content creation but must not:

• Alter or recreate University logos, marks, or brand elements
• Generate synthetic likenesses of students or employees without written consent
• Fabricate statements, events, or scenarios involving the University
• Produce misleading or deceptive representations

AI-generated content that represents Gardner-Webb must be reviewed by the office of University Marketing and Communications.

XIV. Account Registration and Administrative Access

All official University accounts and all student-organization accounts must register with:

• Office of Web & Digital Communications 
• Assistant Director of Student Engagement (for student groups)

Requirements:

• Accounts must use a shared departmental or organizational email, not a personal email
• At least two University employees must have administrative access
• Web & Digital Communications must have backup access to ensure continuity, crisis response, and policy compliance

If a platform requires an individual login, a dedicated account must be created for this purpose. Personal accounts must not be used to manage University-affiliated pages.

• Social Media Account Registration Form
• Social Media Account Index