The first generation of Internet communication channels, sometimes called "Web 1.0," allowed institutions to post information in a static form; site owners managed the content, and visitors simply consumed what they found. With the advent of more recent, interactive Internet technologies, sometimes labeled as "Web 2.0," visitors to websites have the ability to create and post content and interact with the institution that hosts the site. As Graham Cormode and Balanchander Krishnamurthy noted in 2008,
The democratic nature of Web 2.0 is exemplified by creations of large number of niche groups (collections of friends) who can exchange content of any kind (text, audio, video) and tag, comment, and link to both intra–group and extra–group "pages."
Web 2.0 technologies, which include blogs, social networks, and websites such as Facebook, Twitter, Flickr, YouTube, Wikipedia, and other emerging sites, are exciting channels that allow Winthrop University to share knowledge and connect with key audiences, including students, donors, the community, and others who may not consume traditional media as frequently as others. These communities are continually evolving, and crucial to their success is a design that invites users to contribute to the site in various ways. While only a small core group may be active on a site, all the visitors to it have a stake in its evolution and in defining its identity. The following guidelines have been developed to help Winthrop University social media users make best uses of these important emerging technologies.
Social media are defined as online communities and sites where information is disseminated through social interaction, created using accessible electronic publishing techniques. Examples include but are not limited to: Facebook, Flickr, LinkedIn, MySpace, Posterous, Scribd, Twitter, and YouTube. Winthrop supports participation in online communities and maintains its strong commitment to academic freedom in these channels. Since social media channels are evolving rapidly and the distinction between individual and institutional identities of participants on them may be blurry at times, these guidelines have been designed to assist participation and respect the contributions and rights of both Winthrop University and those users who interact with us through social media tools. The guidelines apply to material that Winthrop communications offices and related units publish on Winthrop-hosted websites and related social media sites. Any questions about these guidelines should be directed to firstname.lastname@example.org.
To post effectively on social media, best practices suggest following these guidelines:
Portions of this document have been adopted from the following sources:
Baird, Derek E. "Social Identity, Knowledge Management, and Member Roles in Online Communities." Barking Robot. 6 October 2010. http://socialmediatoday.com/derekbaird/196622/social-identity-knowledge-management-member-roles-online-communities.
Ball State University. "Ball State University Social Media Policy." 17 November 2009. http://cms.bsu.edu.
Careaga, Andrew. "Social Media Planning and Policies: The View from the Ground." Higher Ed Marketing. 7 November 2010.
Cormode, Graham, and Balachander Krishnamurthy. "Key Differences between Web 1.0 and Web 2.0." First Monday 13.6 (2 June 2008). http://www.uic.edu/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/2125/1972.
DePaul University. "Social Media Guidelines." 2006. http://brandresources.depaul.edu/vendor_guidelines/g_recommendation.aspx.
Lawrence, Keith. "Duke University Social Media Policy. E-mail to the CNAC-L Discussion List. 19 October 2010.
Navy Command Social Media Handbook. November 2010.
Site last updated by Kimberly Byrd 10/17/11.Winthrop Guidelines posted to site 10/14/11.