Social Media Advertising and Purchases
The following policies are included in the Communication Standards Manual, prepared and published by University Communications and Marketing.
Snapchat takeovers and on-demand geofilters
Colleges, departments and official student organizations that “take over” the
university’s Snapchat account for special events may design Snapchat geofilters to be used during the takeover. Event organizers (e.g., student organizations, staff or faculty members) are responsible for the design and cost of geofilters for college-, student org- or department-specific events. Once a filter is designed to meet
Snapchat’s on-demand geofilter submission guidelines, it must be submitted to the
online content coordinator for University Communications and Marketing and reviewed by a UCM graphic designer. Approved geofilter designs will be uploaded by the online content coordinator to the university’s Snapchat account. The appropriate college, department or student organization will be charged for the cost of the geofilter. Snapchat geofilters for university events (i.e. commencement and convocation) will be designed and purchased by University Communications and Marketing.
Social media advertising
All social media advertising purchases must be coordinated with the marketing specialist and online content coordinator for
University Communications and Marketing. Advertising purchases may include, but are not limited to, social media ads through Facebook, Instagram, Twitter, LinkedIn, Google, YouTube and Snapchat, and advertisements through geofencing and mobile devices. To ensure advertising campaign effectiveness and aid in the planning of future ad purchases, the performance of any online advertising purchased by the university must be tracked. Analytics should be made available to University Communications and Marketing. UCM has the sole authority to execute online advertising commitments and contracts, and has the responsibility to ensure that consistent university design and copy standards are met. For more information on social media advertising, contact
Brittany Kaminski, marketing specialist, and
Kylie King, online content coordinator, in UCM.
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