Institutional communication at the University of Basel is based on expert knowledge. Producers of content are obliged to comply with professional standards governing both form and content. This applies equally to social media posts.
Identity and forms of address
Publish your posts on behalf of a university unit (e.g. “Institute for Jewish Studies, University of Basel”), not as a private individual. This generates a distinction, since the first person form is reserved for posts written by individuals (see “Speak only for yourself”).
When writing in German, you are free to choose whether to use the familiar or polite form of address. You should, however, remain courteous and respectful at all times. On business networks such as Xing or LinkedIn, we recommend the use of the polite form.
Wherever possible, links should lead to websites of the University.
Facebook administrators should add the University of Basel’s Facebook page to their page’s favorites. The University will in return list official university sites as ‘favorite’.
Monitoring and moderating comments
Monitor your pages daily and respond to enquiries, comments and questions immediately.
Answer questions within the limits of your expertise. If a question falls outside your area of expertise, direct the inquirer to an appropriate unit or contact the Communications & Marketing department.
Respond to negative comments honestly, positively and in a friendly manner and do not delete them from the platform. Try to respond to such views as soon as possible. Do, however, feel free to delete offensive or irrelevant comments (spam).
Implementing the guidelines
The Communications & Marketing department is in charge of institutional communication at the University of Basel and is responsible for Social Media Governance. Its staff members will provide you with advice and support for your social media activity and in implementing to these guidelines. If these guidelines are infringed, you will be contacted by the Head of Communications & Marketing.