Social Media

The CLEAR framework outlines five key principles to help you create content that’s effective, aligned with the UMass brand, and tailored to each platform. Use it as a quick guide whenever you plan, post, or engage. 

• CLARITY matters: Know your audience. Know your message. Say it simply.
• LEVERAGE the platform: Each platform has its own best practices. Tailor your post for each platform you use. What works on Instagram might need adjustment for LinkedIn or Bluesky.
• ENGAGE with others: Tag relevant UMass accounts or partners to increase visibility and engagement.
• ADD links: Add relevant links or calls to action when appropriate.
• RESPECT policies: Follow UMass social media policy and platform-specific guidelines.

Only individuals officially authorized to represent a UMass Amherst entity may create and manage social media accounts on its behalf. Before launching an official account, you must contact the social media director in University Relations to review university social media guidelines, naming conventions, branding requirements, and best practices.

Official accounts may only be created for recognized departments, programs, offices, or initiatives. Account administrators should be full-time UMass Amherst employees or graduate assistants with supervisory approval. Student workers or interns may assist with content creation or account management, but they must be overseen by a staff member.

All official social media accounts must clearly identify their affiliation with UMass Amherst in the account name or bio. Entities must maintain active monitoring and engagement and are responsible for ensuring all content aligns with university standards and values.

You are responsible for protecting confidential and sensitive information. Do not post or share any proprietary, confidential, or legally protected information about UMass Amherst, its students, employees, affiliates, or alumni. This includes information protected under laws like FERPA and HIPAA, as well as university privacy policies and confidentiality agreements. When in doubt, consult Marcom or the appropriate university office before posting.

When posting on social media, follow university guidelines for copyright and fair use. Assume all content—photos, videos, graphics, music, and text—is protected by copyright unless you created it or have explicit permission to use it. Don’t repost or reuse material from others unless it’s clearly licensed for reuse (e.g., Creative Commons) or you’ve obtained written consent. When in doubt, err on the side of caution and consult Marcom.

Any social media account that has been inactive for more than a semester may be removed from the university’s Social Media Directory. Inactive accounts can confuse audiences, dilute brand credibility, and reflect poorly on the university. If you no longer plan to maintain an account, contact University Relations for guidance on deactivation or content archiving.

Whether they're remnants of old accounts or just created by an avid fan, unofficial accounts may sometimes crop up. Unfortunately, unless you know the original creator of the account, shutting these down can be tricky and, at times, impossible. However, if you discover an unofficial account that has been created and is falsely representing your area, please contact News and Media Relations.