Welcome! Their are over 110 USM-affiliated social media accounts at the University of Southern Maine (USM) run by administrators from across the institution.

This toolkit provides practical guidance and resources for the USM employees who manage USM-affiliated social media accounts. 

It complements the Social Media Compliance Policy and is intended to help administrators use social media effectively, responsibly, and consistently with USM standards.

Before You Create or Manage an Account

Managing social media requires time, judgment, and comfort with public engagement. Before requesting or continuing an account, consider:

  • Do you have enough content and time to post consistently?
  • Is social media the best channel for your audience?
  • Are you prepared to monitor comments, respond to questions, and manage conflict?

If the answer to any of these is “yes” keep reading below!

Account Approval & Administration

All University-affiliated social media accounts must be registered with the Office of Marketing & Strategic Communications before launch, with annual trainings undertaken by all social media administrators in which platform types are introduced and recommended.

Branding & Naming Essentials

  • All accounts must follow USM brand standards.
  • Do not use the official USM logo (gold logo on blue background). Approved social media logo variants are required.
  • We strongly recommend account names follow this format:
    [Department / Program / Office] at the University of Southern Maine
  • Profile and cover images should be clean, professional, and platform-appropriate.
    Account names, handles, and descriptions may not impersonate the University or imply official representation, including language suggesting the account is the “real,” “main,” or “official” University account. The University reserves the right to report, flag, or request removal of accounts, content or other that do not adhere to these guidelines or that could create confusion, misrepresentation, and/or unfair detriment to the University’s brand, reputation, or community trust.

Download Approved Social Media Profile Images (Link coming soon)

Content & Engagement Basics

  • Social media is a public, two-way channel. Posts should be professional, welcoming, and conversational.
  • Share content that is accurate, timely, and relevant to your audience.
  • Avoid higher-education jargon and internal abbreviations; use plain language and spell out departmental names (you can note abbreviation after the full name in this way, i.e. University of Southern Maine (USM)).
  • Respond to comments and direct messages within 24 hours when possible.
  • Do not post advertisements, endorsements, or solicitations for non-USM entities.

Privacy, Risk & Mandatory Reporting (Toolkit Reminder)

Administrators must never share confidential or personally identifiable information. See the Social Media Compliance Policy for full requirements.

Photos, Video & Livestreams

  • You must always ask community members you capture in photos or videos that you plan to post on any social media channel if they are ok with you posting their image. If they request you to take down a post after posting, do so immediately.
  • When photographing people under age 18 or producing content for advertising use, a physical signed photo release form is required.
  • Smartphone content is acceptable if it meets quality standards.
  • Livestreams should be planned, moderated, and appropriate to USM’s mission.

Promotions, Boosting & Paid Content


Promotions (Giveaways, Contests, Raffles)
Departments may host promotions if they are fair, non-discriminatory, and compliant with platform rules. Administrators are responsible for understanding and following platform policies.


Advertising via Boosting Posts
Boosting converts a post into paid advertising. Administrators may boost posts provided the content does not duplicate or compete with existing University advertising or campaigns. If boosting a post that contains images or video of people, you must have their physical signed permission. All costs and management responsibility remain with the administrator.

Collaborating

We recommend following and engaging with other departments across USM, and furthermore, to collaborate on posts in order to broaden your reach when posting and share audiences where there is synergy.


Email Sierra Dann, Social Media Manager & Content Producer in the Office of Marketing & Strategic Communications with questions or if you want to explore what other accounts might be a good fit for collaboration ideas..

Official Stickers & Hashtags

Help spread husky pride!

USM Stickers are available when posting stories and reels on Instagram by searching ‘usouthernmaine’.

Use approved USM hashtags when relevant to increase discoverability:

#USouthernMaine
#USM
#SouthernMaineisYourCampus
#YouCanGetThereFromHere
#HuskyPride
#USMintheNews
#USMGrad
#STEMatUSM