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Guidelines

Please review and reference the following resources in your role as a person who manages the social media brand of a UC Merced-affiliated department or organization:

University of California Electronic Accessibility

  • "Media posted on the Web should be made accessible to individuals with disabilities, including visually and hearing impaired people. This means providing transcripts and/or captions for audio and video. Providing captions for media is a broadly accepted accessibility standard, as reflected in WCAG 2.0 as well as Section 508 of the Rehabilitation Act."
  • To meet these guidelines, videos published by university-affiliated offices or departments are required to have captions available to viewers. Captions may be open or closed. Open captions are produced on the video and may not be turned off. Closed captions may be turned on and off. Please consult with the social media team or video production team within Marketing for more information.
  • For guidelines about transcripts and captions, please refer to the University of California's Guide to Transcripts and Captions.
  • For more information regarding accessibility services at UC Merced for students, please visit the Student Accessibility Services website.
  • To read more about the University of California Electronic Accessibility guidelines, please click here.

University of California Electronic Communications Policy

  • Accessibility: "Operators of University electronic communications resources should coordinate with campus officers responsible for implementation of the Americans with Disabilities Act to ensure that persons with disabilities have access to those resources." (Attachment 2: Implementation Guidelines, p. 5)
  • Confidentiality: "The University respects the privacy of electronic communications in the same way that it respects the privacy of paper correspondence and telephone conversations, while seeking to ensure that University administrative records are accessible for the conduct of the University's business." (p. 10)
  • Copyright protection: "In accordance with federal law, users should assume that material created by others, in electronic or other form, is protected by copyright unless such material includes an explicit statement that it is not protected, or unless such material is clearly in the public domain (see the Electronic Communications Policy, Section III.D.10, Intellectual Property)." (Attachment 1: User Advisories, p. 2)
  • Intellectual property: "The contents of all electronic communications shall conform to laws and University policies regarding protection of intellectual property, including laws and policies regarding copyright, patents, and trademarks. When the content and distribution of an electronic communication would exceed fair use as defined by the federal Copyright Act of 1976, users of University electronic communications resources shall secure appropriate permission to distribute protected material in any form, including text, photographic images, audio, video, graphic illustrations, and computer software." (p. 9)
  • Endorsements: "When an electronic communication might give the impression that the author's endorsement represents an endorsement by the University, the communication must include an explicit disclaimer." (Attachment 2: Implementation Guidelines, pp. 2-3)
  • Representation: "When an electronic communication inaccurately gives the impression that the author represents the University, the communication must include an explicit disclaimer." (Attachment 2: Implementation Guidelines, p. 3)
  • To read more about the University of California Electronic Communications Policy, please click here.

University of California Statement of Privacy Values

  • Free inquiry: "The University is guided by First Amendment principles and is committed to encouraging its members to exercise free discourse without fear of reprisal or intimidation, subject to the privacy and safety of other individuals or University resources." (p. 2)
  • Respect for individual privacy: "The University is committed to respecting the privacy of individuals, including their interactions with others, and expects University members to esteem each other’s privacy and well-being." (p. 2)
  • Surveillance: "The University is guided by Fourth Amendment principles regarding surveillance of persons or places, whether in person on campus or electronically, and is committed to balancing the need for the safety of individuals and property with the individuals’ reasonable expectation of privacy in a particular location." (p. 2)
  • To read more about the University of California Statement of Privacy Values, please click here.

Identification with UC Merced in Media

  • "Faculty and staff have a right to free inquiry and exchange of ideas, and a constitutionally protected freedom of expression. However, if they proclaim affiliation with the University, their actions and words reflect on the University. Faculty and staff must refrain from speaking or writing in the name of the University of California or UC Merced or in such a way that they imply they speak on behalf of the institution, without express authorization by the Division of External Relations."
  • "Personal social media accounts — that is, accounts primarily for the sharing of personal information and opinions — should not use “UC Merced” in the name (e.g., @ucmercedprofessordoe) and may not use the UC Merced logo or branding. When engaging in personal activities or commentary, faculty and staff may not use their UC Merced title in any way that would imply that they are speaking for the University. All blogs, social media sites, etc. that are not sponsored and approved by UC Merced chairs, deans, or administrators must include a disclaimer if the participant plans to use their UC Merced title or affiliation. Any written opinion, including letters to the editor, offered to print or digital media on topics beyond a faculty member’s academic expertise must include a disclaimer if the participant plans to use their UC Merced title or affiliation."
  • Examples of disclaimers:
    • “The participant is/ I am ______ [a faculty or staff member] at UC Merced. However, the views and opinions expressed herein do not necessarily reflect those of The Regents of the University of California, UC Merced, or any entities or units thereof.”
    • “All comments here are made in my individual capacity and not on behalf of UC Merced, and have not been reviewed or approved by UC Merced.”
  • To read more about the Identification with UC Merced in Media policy, please click here.

Family Educational Rights and Privacy Act (FERPA)

  • "The Family Educational Rights and Privacy Act (FERPA) (20 U.S.C. § 1232g; 34 CFR Part 99) is a Federal law that protects the privacy of student education records."
  • To read more about the Family Educational Rights and Privacy Act (FERPA), please click here.

Social Media Platforms: Terms of Use/Service