Social Media Guidelines & Resources

Hebrew College Marketing works to ensure that all College-affiliated social media accounts operate according to College, channel-specific best practices, and follow recommendations for data security and legal compliance.

All new social media accounts MUST be approved and created by the Hebrew College Marketing Department. Please contact Wendy Linden before creating any social media account. Before starting a new social media account, ensure that you have established a strategy for why an account is needed. You should know the answer to these questions:

  • Why is this needed beyond an existing social media channel?
  • Who is your audience and how does this social media account connect with them?
  • How will you reach your audience through this social media account?
  • How will you build your followers?
  • What content do you plan to share on this account?
  • Who will create content and how frequently will you be posting?
  • Who will maintain and monitor the social media account?

  • You must request access from the Hebrew College Marketing department and login using your personal or professional Facebook account
  • A Hebrew College Marketing Department staff member will have to “friend” you in order to give you access to the account.
  • You must complete a social media training with a member of the Hebrew College Marketing Department.
  • Monitor your social media site/sites carefully to ensure you notice quickly if an unauthorized person gains access.
  • When page editors and administrators have left the Ccollege and no longer require access to social media accounts, you must update/adjust your page roles immediately. Please contact the Marketing Department any time an admin must be removed or added.

  • Posting consistently is important to social media success. While you may not need to post every day, you must be able to continuously support the efforts of your account.
  • Take advantage of opportunities to post timely content. Capitalize on the moment by posting in real-time with posts from classes, students studying in the Beit Midrash, events, and lectures.
  • Language
    • Use a consistent voice that reflects the Hebrew College brand: open, creative, engaged, committed to community, learning, service, and innovation, and dedicated to deep Jewish rootedness & universal human concern.
    • Use plain language. Avoid verbose, convoluted language and jargon.
    • Define Hebrew terms.
    • Avoid using acronyms whenever possible. Don’t assume your audience is knowledgeable about all acronyms. If space allows, try to spell out the acronyms instead, or use a different way to convey the information.
    • Be Thoughtful: Remember that you are the “voice” of the College/ program department. If you ever have any question about whether a message is appropriate, check with the Marketing Department.
  • Images
    • We must have rights to photos and videos
      Add image descriptions and captions for all images and videos
    • Add closed captions to YouTube and Facebook videos
    • Do not create a profile image which includes your department’s name or use a photo with logos or graphics over it unless it has been approved by the Marketing Department.
    • The same profile image must be used across all platforms for consistency. Keep in mind it will be formatted as a square or a circle depending on the site.
  • Visual Guidelines
  • Tagging and Linking
    • Tag/ link to partners as often as possible (especially temples/ synagogues/ schools/Jewish organizations that “host” our community learning courses and relevant individuals (HC faculty members and President Anisfeld.)
    • Use Hashtags (but avoid using too many hashtags). Frequent hashtags include #HebrewCollege, #PsalmSeason, #70FacesofTorah, #HCRS, and #NewsandViews.
      Always include a link to an accessible website with more information.
    • Use short links. Short, concise links are less likely to frustrate screen-reader users than long, imprecise links.
    • Once you add a link to a Facebook post, write message text and hit return (not publish), you can delete the actual link form the message text. The linked page should appear with your post without having to actually include the link URL in the message itself.
  • Be confidential and maintain privacy. Be careful not to reveal confidential or proprietary information or discuss a situation regarding a Hebrew College student, employee or alumni without their permission. As a guideline, do not post anything that you would not present in any public forum.
  • Stay accurate. Get the facts straight before posting them on social media sites. When possible, link back to the original source. Review content for grammatical and spelling mistakes. If you make an error, correct it quickly and visibly.
  • Think before posting. Posts are indexed in search engines, and private comments can be forwarded or copied and easily made available to the public.
    Review your posts on desktop and mobile devices immediately after posting and edit immediately, if necessary.
  • When you are logged in as a Hebrew College, be careful not to “like” posts on other sites from your Hebrew College name.

As a benchmark, the main Hebrew College channels aim to post on include:

  • Instagram: 3–5 times/week
  • Twitter: 1–3X times/day, unless doing a takeover or covering an event
  • Facebook: 2–3X daily

Posting Classes

  • Community Learning classes should be posted as a single event with the first date of the class. Other dates should be listed in the body of the post (rather than under the date section).
  • Hebrew College should be listed as a co-sponsor of all classes, along with the institution (synagogue, school, etc) hosting the class.
  • All classes posted on Facebook should also be posted on JewishBoston.com and in the local Newton Patch and TAB newspapers.

  • You may remove comments libelous or offensive, but do not censor posts with which you personally disagree.
  • Don’t ignore naysayers. Sometimes, an apology is in order and a grievance must be acknowledged and addressed. People need to see that you care about students and listen to their comments.
  • Be authentic. Be apologetic, if necessary.
    Share appreciation for feedback. Avoid criticizing other people and institutions.
  • Ask how you can help. React publicly, then take the follow-up offline.
  • Respond quickly. An unanswered concern represents a lost opportunity to engage and convert a promising new lead.
    Respect others. Respond when relevant, but consider how your response may reflect on you and Hebrew College.
  • If a current student or alum posts a thank you or a career update on your school, you should always post a response.
  • Be sure to BCC or alert others who manage the page so they do not duplicate your response.
    If you are unsure about posting something or responding to a comment, ask the Marketing Department.

Rights and permissions must be secured before posting, sharing or distributing copyrighted materials including, but not limited to: music, art, copyrighted photographs or texts, portions of copyrighted video

Photo and video consent

Hebrew College students, faculty, and friends sign a photo release when they start at the College and/ or RSVP to an event, giving permission to have their photo taken and published.

 

The Marketing Department has the right to disable or temporarily unpublish Hebrew College social media accounts that are dormant (no posts, no activity) for more than SIX months, as such stagnancy reflects poorly on the College.

 

Updated July 2020