Social Media Guidelines & Policy

Social media is a vital tool for sharing the Lehigh story, engaging our global community and strengthening our brand. These guidelines provide a comprehensive framework for managing official University channels and outline individuals’ responsibilities when posting to personal accounts.

This guidance pairs strategic best practices with policies that safeguard Lehigh’s reputation, comply with applicable laws, and uphold our core values. This includes a dual commitment to the Principles of Our Equitable Community and the Chicago Principles, ensuring that our digital presence fosters both a sense of belonging and a steadfast commitment to academic freedom.

These guidelines apply to all faculty, staff, students and external contractors or vendors who create or post content on behalf of the University, as well as those sharing University-related content on personal accounts.

Every post—whether a graphic, photo, video or caption—should align with Lehigh’s mission and priorities and reflect the brand guidelines. Social media content should:

• Inspire, inform and engage students, alumni, parents, faculty, staff and the broader community.
• Build awareness of Lehigh’s programs, research and achievements.
• Establish faculty members, staff and senior leadership as thought leaders in their fields.
• Differentiate Lehigh from peer institutions.
• Attract and retain students, employees and partners.
• Reflect the university’s brand identity and values.

Content should also elevate Lehigh’s local relevance, national competitiveness and global recognition by focusing on institutional priorities such as:

• Academic excellence and research impact.
• Faculty expertise in teaching and in their field.
• Student experience and success.
• Alumni achievements.
• Community and global engagement.

To maximize engagement, content should be tailored to the specific strengths of each platform. Note: The University does not actively maintain a presence on X (formerly Twitter) and recommends focusing resources on the following high-impact channels:

• Approval & Access: Official accounts must be approved by an employee supervisor. Accounts must be registered using a shared University email address (e.g., department-social@university.edu) rather than a personal one.
• Continuity: Every account must have at least two administrators. When a staff member leaves, their access must be revoked immediately and replaced by a new full-time employee. The university retains ownership of all accounts created on its behalf.
• Student Contributors: While student perspectives are invaluable, students should never be the sole administrators of an account. All student-created content must be reviewed by a staff supervisor before posting.
• Security: Enable Two-Factor Authentication (2FA) on all platforms. Store login credentials in a secure, departmental password manager.

General Best Practices

• Active Engagement: Social media is a two-way street. Respond to questions and comments as well as direct messages within 24 business hours whenever possible.
• Consistency: Post regularly to maintain audience interest, but prioritize quality over quantity.
• Content: Follow a ratio of 80% audience-driven, engaging content (stories, student life, research) and 20% promotional content (event reminders, applications). Fact-check all information before posting.
• Timeliness: Aim for engagement "sweet spots"—generally 8 a.m., 11 a.m., 3 p.m., 8 p.m. and over the weekends. If there is breaking news or an immediate need to communicate, consider pausing scheduled/automated posts so that content and timing is sensitive to the situation.
• Platform Tailoring: Do not "cross-post" the exact same caption and image across all platforms. Adjust the tone, format and aspect ratios accordingly.
• Analytics: Monitor platform-specific analytics monthly to identify high-performing content and adjust your strategy accordingly.

Digital Accessibility Standards

To ensure our content reaches the widest possible audience and aligns with evolving digital standards, Lehigh social media managers should strive to meet WCAG 2.1 Level AA guidelines. Adopting these practices ensures an inclusive experience for all users:

• Alt Text: Provide descriptive text for all images.
• Captions: All videos should include accurate captions; manually edit auto-captions for precision.
• Contrast: Use high-contrast visuals for text overlays to ensure readability.

Branding & Visual Identity

• Brand Consistency: Follow the Lehigh Brand Hub for approved colors, fonts and logo usage.
• The University Seal: To maintain its prestige, the University Seal may not be used on social media. It is reserved for formal, ceremonial, and official documents. Use the University wordmark or department-specific marks instead.
• Photography & Video: Visuals should be high-resolution and authentic.
  • Refer to the Photography Guidelines for advice on composition and lighting.
  • Refer to the Videography Guidelines for technical specs and storytelling frameworks.

Generative AI Guidelines

Lehigh embraces "AI Readiness" but requires that it be used ethically and transparently. When using Generative AI for social media:

• Human Oversight: AI should not replace meaningful human judgment. Always check AI-generated output for accuracy, bias and tone.
• Disclosure: In alignment with Lehigh’s AI Policies and Best Practices and AI Principles, any photorealistic images or videos created using generative tools must be clearly labeled (e.g., "AI-generated image").
• Data Privacy: Do not submit restricted or institutional data (e.g., student records, private research) into public AI tools like the free version of ChatGPT. Use Lehigh-approved tools like Gemini through your Lehigh Google Workspace account.

The University’s social media accounts are considered limited public forums. We encourage diverse viewpoints and open dialogue.

• Moderation Policy: We do not remove comments simply because they are critical of the University. Content may only be removed if it contains:
  • Direct threats of violence or illegal activity.
  • Specific, private student or staff information (protected by FERPA/HIPAA).
  • Commercial solicitations or "spam."
  • Obscenity or defamatory language, generally or when directed at an individual depicted in the posted content.
• Response Time: Aim to respond to questions or comments within 24 business hours. If a comment is negative but does not violate the rules, respond with facts or offer to move the conversation to a private channel (DM or email).

Representing the University (Official Capacity)

When managing or posting on behalf of Lehigh, employees act as agents of the university.

• Compliance: Follow all university policies, platform Terms of Service, and local/federal laws.
• Intellectual Property: Respect copyright and fair use. Do not use music, images, or videos without proper licensing or permission.
• Confidentiality: Do not post confidential or proprietary information about Lehigh, its students, its alumni or fellow employees. Use good ethical judgment, respect copyright and fair use and follow Lehigh University policies and federal requirements, such as The Family Educational Rights and Privacy Act (FERPA). As a guideline, don’t post anything that you would not present at a conference.
• Neutrality: Refrain from political or legal commentary. Official accounts must never present a personal opinion as the University’s position.

Personal Social Media Use

Lehigh respects the right of employees to engage in social media as individuals. However, the lines between personal and professional can blur.

• The "Clear Distinction" Rule: If you identify as a Lehigh employee in your bio or posts, clearly state that your views are personal (e.g., "Views expressed are my own and do not represent Lehigh University").
• Use of University Property: Per the Computer Use Policy, university devices and work time are for university business. Maintain personal accounts on your own time and equipment.
• Logo Usage: Do not use the Lehigh name or logo as your personal profile picture or in a way that suggests an official endorsement of your personal content.
• Legal Matters: Avoid commenting on ongoing legal matters involving the University.
• Professional Judgment: Follow the "Conference Rule": If you wouldn’t present it at a professional conference or say it in a public forum, pause before posting.

Pro-Tip: Remember that there is no such thing as a truly "private" post. Comments can be screenshotted and shared far beyond your intended audience. If a post gives you pause, pause.