Social Media

The creation of your own decentralized social media channels should be critically questioned for four reasons:

1. Personal or professional? A commitment in the field of social networks is time-consuming and designed to last. If you start with this, you must therefore not do so half-heartedly. Also, you may not always achieve the goals you had hoped for. Orphaned social media channels or blogs damage the image of the university. Therefore, consider very carefully in advance whether you are actually enhancing their official duties by having a Facebook or blog presence.
2. Unfortunately, there are always neglected channels. This may be because employees or student assistants have left the university or there are permanently too few topics for attractive content. However, such channels are still visible to everyone and present a negative image to the outside world.
3. We regularly receive user complaints like this: "I think it's a shame that information is lost to most students due to the university's many different channels, since not everyone follows or wants to follow every account (if only because of the amount of posts, which tend to be irrelevant)."
4. It takes time and requires a lot of effort and human resources to build your own reach.

• Who is your target audience and which social media channels are they on?
• Do you want to interact and get in touch with your target group?
• What are your messages?
• What goals are you pursuing with the presence? How do you differentiate yourself from the main channels of the University of Kassel?

At least one person in charge of the channel must be designated to take legal responsibility . Everything you publish can have a positive or negative impact on the perception of the university. The responsibility for your contributions lies with you and not with the University of Kassel. Therefore, think carefully about what you publish. Respect the values of the university and do not publish political messages. Student assistants are by nature temporary and should not be the main contact person. Supervision of their work is necessary. Another staff member should have access to the channels in case of illness or substitution.

• Who will take over long-term care? Who substitutes in the event of vacation or illness?
• Which employees have additional access with which rights?

The channel must be continuously maintained: Regularly publish content.

Are there enough long-term changing topics for a post at least a weekly post? Content must also be posted during the absence and vacation of the responsible employee and during semester breaks. It is best to create an editorial schedule for several weeks in advance.

Please also consider the tonality (the "sound" of the communication style) with which the readers should be addressed in the social networks. Please take into account that, for example, most students do not want to be "friends" with the university, but want a professional communication style. Therefore, please do not be too casual, not too funny, not low-level.

On the other hand, don't get too formal with your community either. The networks are there to create a "we" feeling. Communication is more like that in a cafeteria: it's ad hoc, with unplanned topics and casual colloquialisms. A positive emotional mood may be created and is also expected by the participants.

Conversation on the web requires attention, just as in real life. If you don't listen, you won't be listened to. Social media channels must be monitored daily and requests and comments must be responded to promptly. Messages should be answered within 24 hours if possible (before weekends, for example, a "goodbye" can be posted by Monday).

With your engagement in the social networks, you invite the community to join the conversation. Users actively refer to your posts with comments, ratings and recommendations. You won't always like what you receive in response. So how do you deal with this?

First of all, stay calm. Don't answer spontaneously, but in a considered way.

Make yourself clear: You are not so much answering the person who has forgotten the rules of politeness, but you are answering in order to communicate your opinion to the many silent fellow readers. Therefore, never react emotionally, but always factually and professionally. Put the attacker in his place, refer to general manners on the net and be sure to ask for a respectful tone of conversation. Also consider whether it is really necessary to take a stand on every "nonsense".

Illegal, racist and discriminatory comments must be deleted immediately. Make a screenshot and inform the person about the deletion of the post. Publish the following note in the context of the comment: "We are sorry, but you have violated the rules of netiquette on the net with your post. We have therefore deleted it. If you would like to contribute something constructive to the discussion, you are welcome to do so."

If you are unsure how to evaluate comments, please contact presse[at]uni-kassel[dot]de.

Criticism that is only meant to be negative or constructive should also be answered. Here, a short"Thank you, we will take this into account in the future" is sufficient.

Each social media channel must link to an imprint. The responsible employee should also be identified as the contact person for social media on the organizational unit's website. Do not publish images without the consent of the photographer and the persons depicted for publication on the respective social media platform.

Note that there are separate social media licenses especially for photographs taken by photographers.

Clarify the legal framework as a team. Do not assume this knowledge, especially with student assistants:

• They have a duty of confidentiality: internal and official secrets must not be divulged.
• The right to informational self-determination must be respected. Please never mention colleagues by name who do not wish to do so.
• Observe data protection, copyright and rights relating to photographs.

For photo and video recordings at the locations of the University of Kassel, you need a photography and/or filming permit, which you can also obtain for a longer period of time by sending a request to: bildredaktion[at]uni-kassel[dot]de.

Clear sender identification is necessary, which means that in addition to the University of Kassel, the respective organizational unit must always be identified as the sender . For example, name your channel "ORGANIZATIONSEINHEIT_unikassel".

The Uni Kassel logo may only be used by the university's central account as a profile picture to indicate distinctiveness and ensure authenticity. Use the logo of your organizational unit instead, if available. Alternatively, a photo of the university.

After setting up the social media channel, please inform Staff Office C about the account (with linking) and the main responsible administrator with representative (with email addresses) so that mutual networking can take place. If an administrator leaves, he/she must be deleted as admin of the channel and a new person must be nominated to Staff Office C.

If you need advice on creating your own social media channels, please also feel free to contact us at presse@uni-kassel.de.

If, after considering the responsibilities described above, you decide not to set up your own social media channels, you are welcome to suggest suitable content from your area for the central channels (to presse@uni-kassel.de). Here we can assure you a good coverage of your topic.