Social Media Policy

As an institution committed to the principle of freedom of speech and expression within the Law, Magdalene College recognises and values the contribution of the responsible use of social media in both work and personal lives.

Magdalene College expects all members of our community to use social media in the context of facilitating an inclusive and tolerant environment in which students, staff and Fellows can live and work, and ensuring that relationships within the College are based upon respect for each person’s professional skills and for their unique contribution to the life and work of the College.

The purpose of this document is to provide guidance to Fellows and staff on their existing obligations and to share best practice on navigating these responsibilities while making the most of social media.

What is social media?

Social media is the term given to web-based tools and applications which enable users to create and share content (words, images and video content), and network with each other through the sharing of information, opinions, knowledge and common interests. Examples of social media include Facebook, Twitter, LinkedIn and Instagram.

Why do we use social media?

Social media is essential to the success of communicating Magdalene College's work. It is important for some staff to participate in social media to engage with our audience, participate in relevant conversations and raise the profile of Magdalene College's work.

Why do we need a social media policy?

The difference between a personal and professional opinion can be blurred on social media, particularly if you're discussing issues relating to Magdalene College's work. While we encourage the use of social media, we have certain standards, outlined in this policy, which we require everyone to observe. Publication and commentary on social media carries similar obligations to any other kind of publication or commentary in the public domain.

This policy is intended for all Fellows and staff members of all levels, volunteers and trustees, and applies to content posted on both a Magdalene College device and a personal device. Before engaging in work-related social media activity, staff must read this policy.

Setting out the social media policy

This policy sets out guidelines on how social media should be used to support the delivery and promotion of Magdalene College, and the use of social media by staff in both a professional and personal capacity. It sets out what you need to be aware of when interacting in these spaces and is designed to help staff support and expand our official social media channels, while protecting the charity and its reputation and preventing any legal issues.

Internet access and monitoring usage

There are currently no access restrictions to any of our social media sites on the Magdalene College network. However, when using the internet at work, it is important that staff refer to our IT Policy. You are permitted to make reasonable and appropriate use of personal social media activity during your lunch breaks. But usage should not be excessive and interfere with your duties.

Point of contact for social media

The Senior Communications Officer is responsible for the day-to-day publishing, monitoring and management of our social media channels. If you have specific questions about any aspect of these channels, speak to the Senior Communications Officer. No other staff member can post content on Magdalene College's official channels without the permission of the Senior Communications Officer.

Which social media channels do we use?

Facebook

Facebook is the largest social media platform. It is mainly used for networking with friends and family as well as getting news from organisations and companies that you like. If you're on Facebook, make sure to follow the Magdalene College Facebook account.

Instagram

Instagram is an increasingly popular platform and is the most visual of the main social media channels. It is primarily designed for users to share images and short videos. The main Magdalene College Instagram account has an active following and if you tag us in a post (@magdalene) we will do our best to like or share your content.

LinkedIn

LinkedIn is used for networking by professionals in a wide variety of fields and industries. We would recommend having an up-to-date profile if you plan to spend time on LinkedIn, please make sure you follow the Magdalene College LinkedIn account.

Bluesky

Bluesky is a decentralised social platform designed to encourage open and thoughtful conversation. The platform attracts a mix of academics, creatives, and professionals interested in meaningful dialogue without algorithm-driven feeds. If you're on Bluesky, make sure to follow the Magdalene College Bluesky account.

Using Magdalene College's social media channels — appropriate conduct

1. The Senior Communications Officer is responsible for setting up and managing Magdalene College's social media channels. Only those authorised to do so by the Senior Communications Officer will have access to these accounts.
2. Be an ambassador for our brand. Staff should ensure they reflect Magdalene College values in what they post and use our tone of voice.
3. Make sure that all social media content has a purpose and a benefit for Magdalene College, and accurately reflects Magdalene College's agreed position.
4. Bring value to our audience(s). Answer their questions, help and engage with them
5. Take care with the presentation of content. Make sure that there are no typos, misspellings or grammatical errors. Also check the quality of images.
6. Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate.
7. If staff wish to contribute content for social media, they should speak to the Senior Communications Officer about this.
8. Staff shouldn't post content about supporters or service users without their express permission. If staff are sharing information about supporters, service users or third-party organisations, this content should be clearly labelled so our audiences know it has not come directly from Magdalene College. If using interviews, videos or photos that clearly identify a child or young person, staff must ensure they have the consent of a parent or guardian before using them on social media.
9. Always check facts. Staff should not automatically assume that material is accurate and should take reasonable steps where necessary to seek verification, for example, by checking data/statistics and being wary of photo manipulation.
10. Be honest. Say what you know to be true or have a good source for it. If you've made a mistake, don't be afraid to admit it.
11. Staff should refrain from offering personal opinions via Magdalene College's social media accounts, either directly by commenting or indirectly by 'liking', 'sharing' or 'retweeting'. If you are in doubt about Magdalene College's position on a particular issue, please speak to the Senior Communications Officer.
12. It is vital that Magdalene College does not encourage others to risk their personal safety or that of others, to gather materials. For example, a video of a stunt.
13. Staff should not encourage people to break the law to supply material for social media, such as using unauthorised video footage. All relevant rights for usage must be obtained before publishing material.
14. Staff should not set up other Facebook groups or pages, Twitter or Instagram accounts or any other social media channels on behalf of Magdalene College. This could confuse messaging and brand awareness. By having official social media accounts in place, the Senior Communications Officer can ensure consistency of the brand and focus on building a strong following.
15. Magdalene College is not a political organisation and does not hold a view on party politics or have any affiliation with or links to political parties. We have every right to express views on policy, including the policies of parties, but we can't tell people how to vote.
16. If a complaint is made on Magdalene College's social media channels, staff should seek advice from the Senior Communications Officer before responding. If they are not available, then staff should speak to the Director of Development.
17. Sometimes issues can arise on social media which can escalate into a crisis situation because they are sensitive or risk serious damage to the charity's reputation. The nature of social media means that complaints are visible and can escalate quickly. Not acting can be detrimental to the charity.

The Senior Communications Officer regularly monitors our social media spaces for mentions of Magdalene College so we can catch any issues or problems early. If there is an issue that could develop or has already developed into a crisis situation, the Senior Communications Officer will take advice from the Senior College Officers.

If any staff outside of the Senior Communications Officer become aware of any comments online that they think have the potential to escalate into a crisis, whether on Magdalene College's social media channels or elsewhere, they should speak to the Senior Communications Officer immediately.

Use of personal social media accounts — appropriate conduct

This policy does not intend to inhibit personal use of social media but instead flags up those areas in which conflicts might arise. Magdalene College staff are expected to behave appropriately, and in ways that are consistent with Magdalene College's values and policies, both online and in real life.

1. Be aware that any information you make public could affect how people perceive Magdalene College. You must make it clear when you are speaking for yourself and not on behalf of Magdalene College. If you are using your personal social media accounts to promote and talk about Magdalene College's work, you must use a disclaimer such as: "The views expressed on this site are my own and don't necessarily represent Magdalene College's positions, policies or opinions."
2. Staff who have a personal blog or website which indicates in any way that they work at Magdalene College should discuss any potential conflicts of interest with their line manager who should flag these with the Senior Communications Officer if appropriate to do so. Similarly, staff who want to start blogging and wish to say that they work for Magdalene College should discuss any potential conflicts of interest with their line manager and the Senior Communications Officer.
3. Those in senior and specialist roles where they are well known in their field of expertise, must take particular care as personal views published may be misunderstood as expressing Magdalene College's view.
4. Use common sense and good judgement. Be aware of your association with Magdalene College and ensure your profile and related content is consistent with how you wish to present yourself to the general public, colleagues, partners, supporters and donors.
5. Magdalene College works with several high-profile people, including celebrities, journalists, politicians, business leaders and major donors. Please don't approach high profile people from your personal social media accounts to ask them to support the charity, as this could hinder any potential relationships that are being managed by the Alumni and Development Office. This includes asking for retweets about the charity.
6. If you have any information about high profile people that have a connection to our cause, or if there is someone who you would like to support the charity, please speak to the Alumni and Development Office to share the details.
7. If a staff member is contacted by the press about their social media posts that relate to Magdalene College, they should talk to the Senior Development Officer immediately and under no circumstances respond directly.
8. Magdalene College is not a political organisation and does not hold a view on party politics or have any affiliation with or links to political parties. When representing Magdalene College, staff are expected to hold Magdalene College's position of neutrality. Staff who are politically active in their spare time need to be clear in separating their personal political identity from Magdalene College and understand and avoid potential conflicts of interest.
9. Never use Magdalene College's logos or trademarks unless approved to do so. Permission to use logos should be requested from the Senior Communications Officer.
10. Always protect yourself and the charity. Be careful with your privacy online and be cautious when sharing personal information. What you publish is widely accessible and will be around for a long time, so do consider the content carefully. When you are using social media sites at work, it is important that you do so safely.
11. Think about your reputation as well as the charity's. Express your opinions and deal with differences of opinion respectfully. Don't insult people or treat them badly. Passionate discussions and debates are fine, but you should always be respectful of others and their opinions. Be polite and the first to correct your own mistakes.
12. We encourage staff to share tweets and posts that we have issued. When online in a personal capacity, you might also see opportunities to comment on or support Magdalene College and the work we do. Where appropriate and using the guidelines within this policy, we encourage staff to do this as it provides a human voice and raises our profile. However, if the content is controversial or misrepresented, please highlight this to the Senior Communications Officer who will respond as appropriate.

Use of social media accounts — do not

For the avoidance of doubt, whether in a personal or College capacity, individuals must not:

1. Use social media to harass, bully or unlawfully discriminate against Members, staff or third parties; to make false or misleading statements; or to impersonate colleagues or third parties.
2. Give your personal contact details (such as personal phone number, home address, email, Skype address or other communication routes) to a child or adult at risk or use any unofficial route to communicate with a child or adult at risk.
3. Interact in a personal capacity with children or adults at risk outside of the regulated activity, including through any form of social media, for example, by becoming ‘friends’ on Facebook.
4. Express opinions on the College’s behalf, without the appropriate authority.
5. Post comments about sensitive College-related topics or do anything to jeopardise the College’s confidential information.
6. Include the College’s Crests, logos or other trademarks in any social media posting or profile on any social media, unless with specific permission from the Senior Communications Officer.
7. Post any images, photographs, videos, text, etc. via social media accounts without appropriate permission from the rights holders (e.g. copyrighted photos) and without appropriate consent for sharing of personal data, where applicable.

Safeguarding considerations

If you are acting on behalf of the College carrying out activities involving children or adults at risk, please familiarise the College Safeguarding Policy and Online Safeguarding Policy.

If a child uses social media to make contact

A member of staff or Fellow should reply only if they are authorised by the College (for example, as Schools Liaison Officer) and using an official route to communicate (for example, a College-owned social media account or @cam.ac.uk/magd.cam.ac.uk email). Staff and Fellows who are not authorised to respond should refer any messages to the Schools Liaison Officer or the Admissions Team who are authorised to respond on the College’s behalf.

If an adult at risk uses social media to make contact

a member of staff or Fellow should reply only if they are authorised by the College (for example, as the individual’s Tutor) and using an official route to communicate (for example, a @cam.ac.uk/magd.cam.ac.uk email). Staff and Fellows who are not authorised to respond should refer the message to the relevant Head of Department or the Safeguarding Officer who will respond on the College’s behalf.

Interacting on social media

Interacting on social media with another adult not at risk is permitted, although staff and Fellows should be aware that:

• It is possible at any time to move a conversation to an official communication channel (for example, using @cam.ac.uk/magd.cam.ac.uk email). This may be appropriate if you start sending/receiving direct messages about College/University matters via a personal social media profile.

The adult’s personal circumstances might change at any point, and they could become at risk.

Getting started on social media – helpful tips and advice

Whether you use social media personally with no reference to your work or you want to start promoting the work you’re doing, these guidelines will help you get the most out of social media.

How do I get started?

If you are keen to use social media but have limited experience, ask these questions before you decide which platform(s) you want to be on:

• Are the people I want to learn from and network with using the social media platform I’d like to join?
• How much time am I able to dedicate to using social media on a regular basis?
• What sort of things would I like to share on the social media platform I’d like to join?
• Am I clear in what I hope to get out of using the social media platform I’d like to join?

If you have limited time, you can still benefit from having a presence on social media. If your primary objective is to listen rather than to speak, social media provides a great opportunity to find out what others in your field are doing and to keep up to date with the latest news.

The basics

There are many social media platforms, the most relevant are X, Facebook, Instagram and LinkedIn.

Do not set up an account that is intended to be or could be presumed to be an official College channel (i.e. not for you personally) without first discussing with the Senior Communications Officer.

Setting up profiles is very simple; the platforms provide full guidance on how to set up a new account. Below are some tips to bear in mind:

• Simplicity and transparency are best when it comes to names and bios – if possible, use your real name or a variation of it. For example: ‘Tom Smith’, ‘TomSmith1’, ‘Tom_Smith. Your bio should include the key things you want your followers to know. For example: ‘Fellow at Magdalene College. Passionate about #Art’.
• Affirm your links with Magdalene College – but please don’t use the College logo or any of our branding on your personal social media profiles. If you need clarification, please contact to the Senior Communications Officer.
• Be enthusiastic and approachable – use a positive tone, don’t use social media to moan or gossip.
• Use photos – posts with photos receive more engagement. Don’t forget to ask permission from anyone you photograph or film if they can be identified in the image you plan to post.

Tone of voice

Being authentic is just as important in an online environment as it is when communicating face-to-face.

The best way to learn what sort of language to use is to listen more than you speak to begin with. By posting in a style that is familiar to the people you’re talking to, you will have more chance of engaging them.

If in doubt, ask yourself: what would I say if I were face-to-face with this person/these people? We are all familiar with fine-tuning our style of communication to suit the company we’re in, social media is no exception.

Common problems and what to do

Am I allowed to interact with current Magdalene students or other Members of the College community using social media?

Yes, although you should respect that the College’s policies for staff and for students apply to all interactions (including on social media).

Am I allowed to interact with prospective students using social media?

The College is mindful of our safeguarding responsibilities and the need to avoid any risk of introducing confusion about the status of an application or the chances of admission. We ask staff and Fellows to refrain from any activity that would call into question our credibility and position of trust with prospective students.

In terms of direct contact with individual prospective students under the age of 18, social media is not be the most appropriate forum, and this would be best channelled through an official College email account and/or relevant contact in the Admissions team.

This is also likely to be the case for prospective students over the age of 18, who can be directed to a relevant contact in the Admissions team.

What if I see a post by a student/member of staff/Fellow that makes me concerned about their physical or mental health?

If you have a concern about a student, please contact to the Health and Wellbeing Service. If the concern relates to a member of staff or Fellow, please contact the HR Manager (hr@magd.cam.ac.uk).

What if I’m approached by a journalist through social media?

Please contact the Senior Communications Officer as soon as possible, do not respond until the Senior Communications Officer has been able to advise you.

Further guidelines

Libel

Libel is when a false written statement that is damaging to a person's reputation is published online or in print. Whether staff are posting content on social media as part of their job or in a personal capacity, they should not bring Magdalene College into disrepute by making defamatory comments about individuals or other organisations or groups.

Copyright law

It is critical that all staff abide by the laws governing copyright, under the Copyright, Designs and Patents Act 1988. Never use or adapt someone else's images or written content without permission. Failing to acknowledge the source/author/resource citation, where permission has been given to reproduce content, is also considered a breach of copyright.

Confidentiality

Any communications that staff make in a personal capacity must not breach confidentiality. For example, information meant for internal use only or information that Magdalene College is not ready to disclose yet. For example, a news story that is embargoed for a particular date.

Discrimination and harassment

Staff should not post content that could be considered discriminatory against, or bullying or harassment of, any individual, on either an official Magdalene College social media channel or a personal account. For example:

• making offensive or derogatory comments relating to sex, gender, race, disability, sexual orientation, age, religion or belief
• using social media to bully another individual
• posting images that are discriminatory or offensive or links to such content

Lobbying Act

Charities are legally allowed to campaign to bring about a change in policy or law to further their organisational purpose. In most cases, spending on charity campaigns that are in accordance with charity law will not be regulated under electoral law. However, the Lobbying Act, which was passed in January 2014, states that during national elections (known as regulated periods) spending on campaigning activities may be regulated.

Charities which spend more than £20,000 in England or £10,000 in Scotland, Wales or Northern Ireland, during the regulated period, need to register with the Electoral Commission. To abide by the Lobbying Act, campaigning activities on social media must not be seen as intending to influence people's voting choice.

Use of social media in the recruitment process

Recruitment should be carried out in accordance with the HR Recruitment Policy, and associated procedures and guidelines. Any advertising of vacancies should be done through HR and the HR Department. Vacancies can be shared on LinkedIn.

There should be no systematic or routine checking of candidate's online social media activities during the recruitment process, as conducting these searches might lead to a presumption that an applicant's protected characteristics, such as religious beliefs or sexual orientation, played a part in a recruitment decision. This is in line with Magdalene College's Equal Opportunities Policy.

Protection and intervention

The responsibility for measures of protection and intervention lies first with the social networking site itself. Different social networking sites offer different models of interventions in different areas. For more information, refer to the guidance available on the social networking site itself. However, if a staff member considers that a person/people is/are at risk of harm, they should report this to their line manager immediately.

Under 18s and vulnerable people

Young and vulnerable people face risks when using social networking sites. They may be at risk of being bullied, publishing sensitive and personal information on their profiles, or from becoming targets for online grooming.

Where known, when communicating with young people under 18 years old via social media, staff should ensure the online relationship with Magdalene College follows the same rules as the offline 'real-life' relationship.

Staff should ensure that young people have been made aware of the risks of communicating and sharing information online and given guidance on security/privacy settings as necessary. Staff should also ensure that the site itself is suitable for the young person and Magdalene College content and other content is appropriate for them. Please refer to our Safeguarding Policy and Online Safeguarding Policy.

Responsibilities and beach of policy

Everyone is responsible for their own compliance with this policy. Participation in social media on behalf of Magdalene College is not a right but an opportunity, so it must be treated seriously and with respect. For staff, breaches of policy may incur disciplinary action, depending on the severity of the issue. Please refer to our HR Disciplinary Policy for further information on disciplinary procedures. Staff who are unsure about whether something they propose to do on social media might breach this policy, should seek advice from the HR Department.

Public Interest Disclosure

Under the Public Interest Disclosure Act 1998, if a staff member releases information through Magdalene College's social media channels that is considered to be in the interest of the public, Magdalene College's recognises the University’s Whistleblowing Policy and would look to follow this if such a situation arose.