Step 3: engage

When posting a Heriot-Watt related social media update, staff should do so:

Using an appropriate & relevant tone

Adopting an informal approach could backfire if the correct conversational and personal tone is not adopted or if it is perceived to be insincere.

‘Go with the grain’ and be sensitive to user customs and conventions to avoid giving the impression that you are imposing yourself on them and their space (eg be careful when responding to tweets etc that mention Heriot-Watt but have not been sent to you directly).

When using social media on behalf of Heriot-Watt, staff should ensure the content they post:

  • is written with integrity (content can have an informal tone, but should still remain professional)
  • is sincere
  • engages the audience
  • communicates the positive values of Heriot-Watt

Keep it conversational:

  • a blog post isn’t an annual report
  • write like you would write to a friend
  • ask questions
  • solicit opinions

Write what you know:

  • stick to issues relating to your organisation
  • position yourself as an expert in your field
  • add real knowledge to conversations, not just another opinion

With transparency, accuracy and common sense

Openness and transparency are key elements in the successful delivery of social media. Stay transparent:

  • don’t be evasive
  • always offer your full name, title and organisation (eg when commenting on blogs etc)
  • admit any vested interests at the outset

Admit mistakes:

  • be the first to admit your wrongs an make them right
  • thanks those who bring mistakes to your attention

Don’t ignore negativity:

  • negative comments are chances to turn critics into supporters
  • respond kindly and respectfully
  • understand concerns
  • answer questions

When disseminating information you should make sure it is accurate and truthful. Never use social media knowingly to mislead employees, students, partners or fellow professionals.

Use common sense when preparing and posting social media updates. Under no circumstances should confidential information be posted online. Before posting updates on behalf of Heriot-Watt, consider whether the information may be sensitive and confirm that it has been cleared for publication. Speak to your manager if you have any doubts.

Abiding by the relevant etiquette

You should abide by the rules and etiquette of the community in question. There will generally be an area explaining how to use the website, which will include policies and guidelines (some are stricter than others) to help you judge how to engage with other visitors to the site.

If you can’t find this information, do some research to find out what is and isn’t acceptable, either through your own contacts or a discussion forum.

With respect for the organisation, its employees and its stakeholders

Online branded content should integrate with offline communications campaigns. The Heriot-Watt brand should be carried consistently over all our media outlets, including traditional media, internally hosted online media and externally hosted online media.

Be professional and respectful towards Heriot-Watt, its employees, our stakeholders and partners. Social media releases should never be used to attack, abuse, exclude, ostracise or undermine. The aim is to foster closer relationships with our audience and all your posts should be tailored to achieve this aim.

Next step: make friends.