SCOM Social Media Guideline

Edited by Abby Simmons (‘15), Morgan Galea (‘15) and Allison Fonner (‘15)

The purpose of this guideline is to serve as a tool when using social media for both an organizational use as well as a personal use. It is important to always be aware of the benefits and risks that come along with using social media. All contents will be publicly visible and therefore should be carefully published.  All information is subject to change and will be routinely updated with new information.

As an introduction, here’s a list of an overarching guideline to keep in mind when considering social media:

The Social Networking strategy created should reflect five key areas:

  1. Listen: Find and monitor the conversations already taking place in the social media sphere about relevant subject matter to the audience.
  2. Influence: Identify and follow key influencers within the communication area and learn what they find valuable in the social media realm.
  3. Engage: Develop creative ways to provide value to audiences through exclusive and relevant content, offers, advice, multimedia and more.
  4. Convert: Persuade audiences to act on behalf of and in accordance with the organization’s platform through information sharing, relationship building or motivation via the audience’s influence, time or money.
  5. Measure: Return regularly to pre-defined measurable goals and objectives.

Explanation of SCOM Twitter and Facebook functions:


  1. There are multiple software programs available (free) that assist in managing multiple Twitter accounts including Hootsuite and Tweetdeck. These programs allow you to manage, schedule, and monitor multiple Twitter handles.
  2. Twitter serves mainly as an up-to-date news feed with the most recent available news.
  3. The main focus of the SCOM Twitter platform is to inform and support followers with updates concerning SCOM and JMU events.
  4. Maintain relationships with followers by creating and maintaining conversations.
  5. In contrast to other social media platforms, Twitter is most effective when used to transmit short and concise, informational messages occasionally supported with a picture.


  1. Facebook can be used in a timely manner along with a content calendar by using the ‘draft scheduled post’ function under the post tab.
  2. Facebook serves mainly as an up-to-date news feed with the most recent available news.
  3. For the School of Communications Studies Facebook, the main purpose is to inform and support followers with updates concerning SCOM and JMU events.
  4. Maintain relationships with followers by creating and maintaining conversations.
  5. Facebook is most effective when used to transmit both professional and casual stories, most often accompanied by pictures or graphics.

Baseline of content

  1. Be transparent, honest, personable, and engaging in all conversations.
  2. If there’s any questions before posting, check with the SCOM office or the corresponding director of that content.
    1. Dr. Isaac Woo: Public Relations Student Society of America Faculty Advisor,
    2. Dr. Eric Fife: Director of SCOM,
    3. Dr. Toni Whitfield: Assistant Director of SCOM,
  3. Monthly Recap blog posts should be posted by the end of each month to summarize events, accomplishments, and acknowledge corresponding organizations belonging to the SCOM.
  4. Post at least 2-3 Twitter and Facebook statuses a week featuring faculty, students, alumni, or SCOM affiliated organizations and events.
  5. Create Facebook events for all SCOM department events and organizations unless otherwise advised. Include relevant event hosts when applicable.
  6. Frequently check with the SCOM program support technician for upcoming SCOM events.
  7. Tweet and post on Facebook for each new blog post with its link embedded.

Professional and Personal Usage Guidelines For SCOM Affiliated Individuals:

  1. When your profile represents SCOM in any way, you are using a property of SCOM and are partially becoming a representative for SCOM. Therefore, make sure to always be aware of what you are posting and protect the image and reputation of SCOM. Have fun, but use sound judgment and common sense.
  2. You are personally responsible for the content you post on university-managed social media properties. This includes Twitter, Facebook, blogs and other social media platforms.
  3. If you publish any content to any website outside of SCOM and it has something to do with your work or study, use a disclaimer, such as : “The postings on this site are my own and do not necessarily represent SCOM’s positions, strategies, or opinions”.
  4. Participate in monitoring social media. If you find any negative posts related to SCOM, let the school know as soon as possible. Let appropriate SCOM personnel know if you cannot handle the posts.
  5. It’s crucial to post regularly and to commit to checking all corresponding Social Networking Sites at least a couple times a day in order to monitor as well as remain active with the audience.
  6. Be aware of James Madison University’s policies of usage on logos and pictures, the “Madison Identity System”.  Full detail can be found at:

Active participation is encouraged on all SCOM’s social networks:

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