In addition to the best practices listed above, the following apply to individuals who are posting on social media accounts on behalf of the University:
Develop a strategy: Consider the audiences you are hoping to reach and the kind of information that they would most like to have from the University. Recognize that the consumers of social media are accustomed to significant interaction. Sites that are dormant ought to be reevaluated. You should have a clear plan for keeping the site fresh and up to date.
Remember that you represent the University: Since your posts to social media sites are apt to circulate well beyond your own audiences through internet search engines, it is critical that you are professional in your communications. If you have any questions about whether or not certain information is appropriate for social media on a University site that you control, contact your office's/department's "social media manager" or a member of the University Communications staff.
Stay above the fray: Should you become aware of unfavorable opinions, negative comments or criticisms about Washington and Lee on blogs or other social media sites, please forward the information to Office of Communications and Public Affairs (email@example.com) for evaluation under the University's Social Media Comment Practices and possible posting of an official response.
Acknowledge your role: If you are representing the University when posting on social media, be sure that you are clear about that affiliation. Discuss with your office's/department's "social media manager" when you are empowered to respond directly to users and when you may need approval.
Use official social media icons/avatars: If you need an icon/avatar for your office or department, request it through the Office of Communications and Public Affairs in order to retain graphic identity.