This page covers official guidelines and policies for managing branded UC ANR social media accounts. For help with your social media presence, visit Contact Us to connect with our Social Media Strategist.
What Is a Branded UC ANR Account?
A branded account is any social media account operated by UC ANR personnel or volunteers that uses the name of UC ANR or one of its programs — such as 4-H, UC Master Gardener, or UC Cooperative Extension.
Setup Requirements
Before launching a branded account, complete the following steps:
- Register your account with Strategic Communications by completing the Social Media Account Registration Form.
- Follow the Visual Style Guide and include a reference to "UC Agriculture and Natural Resources" in your account's About section.
- Ensure the account is owned by a UC ANR employee as the primary administrator, with a second employee as backup. Do not use personal email addresses for account administration.
- Get supervisor approval before launching.
Official UC Policies
All social media activity conducted in an official UC ANR capacity must comply with the following policies:
- UC Electronic Communications Policy
- Use of the University's Name
- UC Sexual Harassment Policy
- UC Intellectual Property Policies and Guidance
- UC Statement of Privacy Values
- Social Media Privacy Act
- Academic Freedom
- UC ANR Principles of Community
UC ANR reserves the right to block or remove content that violates UC policies. Contact Robin Sanchez, UC ANR policy analyst, with policy questions.
General Guidelines
- Communicate authentically and respectfully. Our social media spaces reflect the UC ANR Principles of Community.
- Monitor your accounts daily and respond to questions promptly.
- Obtain consent before posting photos, videos, or identifying information about individuals. Never share identifying information about children on public pages.
- Do not post sensitive financial, legal, medical, or confidential information.
- Do not advertise or endorse third-party products or services.
- Ensure content is accessible — add captions to photos and videos and follow accessibility best practices.
- Always verify which account you are logged into before posting.
- Change passwords regularly and use two-factor authentication where available.
Need Help?
Contact Strategic Communications if you are unsure how to handle a post, need guidance on a difficult conversation, or want to request social media training.
Definitions
Accessibility — the design of products, devices, services, or environments so as to be usable by people with disabilities.
Branded accounts — social media accounts operated by UC ANR personnel or volunteers that are branded with the name of the division or its programs (4-H, UC Master Gardener, UC Cooperative Extension, etc.).
Consistency — an organized, well-thought-out plan for regularly disseminating social media content. The recommendation for most platforms is daily posting and/or sharing of others' content.
Content — communications materials created for social media, including written copy, photographs, videos, lists, guides, infographics, and more.
Metrics — data used to evaluate social media performance. Common metrics include:
- Follower count
- Engagement count — number of likes, comments, reposts, and similar actions from your audience
- Engagement rate — percentage of users who saw your post and took an action
- Impressions — number of times a piece of content is displayed
- Reach — maximum potential audience for a given message
- Click-through rate — number of clicks divided by number of times the post is shown (example: 5 clicks and 100 impressions = 5% click-through rate)
Personal accounts — social media accounts set up and managed by individual users that are not officially associated with UC ANR, its programs, or its resources.
Social media — websites and applications designed to allow people to share content quickly and in real time, facilitating the exchange of ideas and information through virtual networks and communities. Examples include Facebook, X, Instagram, LinkedIn, YouTube, and blogs.
Social media strategy — a plan that defines what you are trying to achieve, who you are trying to reach, and how you will reach them across your social media channels.
Troll — a social media user who makes deliberately offensive or provocative posts with the aim of upsetting other users.