Guidelines

FIU's social media presence is already extensive. Before creating a new account, units must determine whether collaboration with an existing channel would better serve their audience.

New social media accounts may only be created when:

• A sustained content strategy and dedicated management resources are established
• A clearly defined audience exists that cannot be reached effectively through existing accounts
• The new account will not duplicate or fragment FIU's voice or content
• A 30-day sample content plan is provided for review

All new account requests must:

• Be submitted via the Social Media Account Request Form
• Be reviewed and approved by MarComm before launch
• Receive appropriate branding guidance prior to publishing content

Creating an unapproved account is considered a brand compliance violation. This may result in the removal of the account and potential follow-up action to ensure future compliance.

Request new social accounts

Any account currently representing FIU must be registered to remain authorized. Registration requires:

• Submitting the Social Media Account Registration Form
• Identifying a primary account manager and supervisor
• Providing the official FIU login email tied to the account
• A department-issued mobile phone that is officially requested with the university using the cell phone allowance and purchased request form (section 3 found in the Procedures) and linked to the social media account for business continuity, two-factor authentication, and access recovery. The registered phone is not required to actively manage the account but must remain in the department’s possession and accessible to authorized staff at all times.

Registered accounts:

• Appear in FIU's public social directory
• May be reviewed periodically to ensure accuracy and compliance

Register your unit’s social accounts

Official FIU social media accounts must remain active with regular updates and community engagement. Accounts with no new content or interaction for more than 30 days may be reviewed for consolidation or closure to prevent misinformation, outdated information or brand risk.

• Accounts must use official FIU emails for access
• Personal Facebook or LinkedIn profiles should only be used to access or manage FIU Pages when the platform does not offer another option
• Anonymous “fake” admin profiles are prohibited
• Credentials must always be accessible to unit leadership

Department Shared Phone

All accounts must use 2FA tied to a department-issued shared cellular phone:

• The shared phone must remain in the physical possession of the unit and accessible to authorized personnel at all times.
• Units must notify MarComm if the number changes, the device is replaced, or access is lost.
• Request process follows the university’s mobile device request procedure.

Personal phone numbers may not be used for official FIU accounts.

Include captions for videos and alternative text for images to ensure your content is accessible to everyone. For more information about accessibility, please review FIU's Digital Accessibility Policy.

Usernames (Handle Type)

The username should start with “FIU” followed by the name of your department. Always use “FIU” in uppercase (when possible). Your profile name should be easy to search for. Don’t include dashes, periods or underscores in the profile name.

Usernames (Full Name Type)

The following applies to platforms using a full name such as Facebook & LinkedIn that allow names like FIU College of Engineering & Computing.

Start the name with FIU instead of “Florida International University” – Example: FIU College of XYZ instead of Florida International University College of XYZ. Use “FIU” in the account name or handle to improve discoverability and alignment with the university’s brand. “FIU” delivers more predictable and relevant search results and it more likely to surface other official FIU accounts, ensuring consistency and reinforcing the university’s online presence. Units must not use acronyms in account names unless they have explicit approval. This requirement ensures that all FIU accounts remain easily identifiable and maintain a unified, complaint brand identity.

Avatars & Profile Pictures

Use your college and school’s official and approved logo as the profile photo. Download the FIU social photo template.

For avatars we recommend the square or vertical format of your logo. Never change your logo or its colors from the set of approved logos provided by MarComm. Always use the approved FIU navy background. Reach out to the social media team at MarComm if you need to change this for a special occasion such as cause awareness days.

Logos and Trademarks: Use official university logos and trademarks only as permitted under university branding guidelines. Unauthorized use, alteration, or manipulation of logos and trademarks is prohibited.

Brand Consistency: Ensure that all uses of university intellectual property adhere to the established branding standards, including correct color schemes, typefaces, and graphical treatments.

Licensing and Permissions: Obtain proper licensing and permissions for all third-party content, including images, videos, and text, ensuring compliance with copyright and intellectual property laws.

Optimize for Platforms

Different social platforms favor different content sizes and formats. Tailor your content to fit the preferred format of each platform (e.g., vertical videos for Instagram Stories, high-resolution images for Facebook, concise text for Twitter/X).

High-Quality Visuals

Ensure all images and videos are of high quality, with clear resolution and good composition. Avoid pixelation or distortion. For more information about the FIU brand, design resources, logos, and more, please visit the FIU Brand Style Guide.

Understand each platform. Each social media platform functions in unique ways, with different capabilities, challenges, and accessibility needs. It is essential for account leads and administrators to learn the details of each platform to use them effectively and responsibly. For additional guidance, reach out to the FIU MarComm social media team at social@fiu.edu. 

Get to know your audience. Audiences vary across platforms, and their relationship with FIU may differ as well. To be effective, social media administrators must regularly research who is on each channel, how they engage with FIU, and who we want to reach. Since social media communities evolve, this research should be ongoing. 

Stay current and relevant. Always remain updated on trends, policies, and industry shifts. Social media managers should be familiar with accessibility standards, copyright rules, and intellectual property guidelines, while also tracking relevant trends. Not every trend fits higher education, but understanding what drives them helps FIU adapt strategies that connect authentically with communities. 

Know your voice. FIU’s brand voice is intentional and meaningful. All posts from FIU-affiliated accounts must reflect this voice. Avoid posts that imply you are speaking on behalf of the entire university unless they come from central FIU accounts. 

Finalize the strategy and plan posts. Social media requires strategy. Administrators should have clear objectives, content plans, engagement tactics, and success metrics. Posting should always be intentional and relevant. 

Listen and evaluate. Social media is not just about posting; it is also about listening. Monitor conversations, track feedback, and be ready to adapt strategy based on what the community is saying. 

Take a pause when needed. If a post feels questionable or off-tone, do not publish it immediately. Take time to evaluate the context. When in doubt, contact the FIU MarComm central social media team at social@fiu.edu. 

Manage comment sections appropriately. Engage thoughtfully with audiences by responding to questions and positive comments. Monitor and manage interactions to ensure they align with FIU’s values and maintain a respectful online environment.   

Elevate and collaborate. Amplifying content from FIU’s central accounts and other official FIU-affiliated pages helps unify the brand, extend reach, and highlight important university initiatives, news, and observances. To collaborate with FIU central, please submit the intake form.  

During a university emergency, pause regularly scheduled content and consult with MarComm to confirm whether approved messaging is available and when regular posting may resume.

Content that should not be posted includes, but is not limited to:

• Offensive, inflammatory, or discriminatory language.
• Personally identifiable information or sensitive personal data, including any student information protected under FERPA.
• Harassing, threatening, or bullying remarks.
• False information or content that could mislead viewers.
• Endorsements of political candidates or parties, or other content that implies university endorsement of political positions.
• Confidential Information: Never disclose confidential or proprietary information about the university, its staff, or its students. Confidential information includes, but is not limited to, non-public financial details, research data, strategic plans, and personal student information.
• Information pertaining to disaster/crisis management, FIU Alerts, or FIU Police related information that has not been approved or released by those areas.
• Third Party Fundraising activities, paid/sponsored content posted organically, or paid sponsorships not previously authorized by MarComm.

These guidelines govern only the management of official FIU social media accounts. Personal accounts are covered under the university’s HR social media policy, which outlines expectations for employees when referencing FIU in a personal capacity.

Review the Use of Social Media for Non-University Purposes Policy