1. Introduction
1.1 St Mary’s University (the ‘University’) recognises the benefits and opportunities that social media can bring. It can be used to share news, information and successes, publicise research, keep staff and students up to date with important developments, and promote healthy academic debate about subjects and areas of research and teaching. The University also acknowledges that there are risks that can impact the health, safety, and wellbeing of individuals, as well as the reputation of the University. Additionally, misuse of social media can amount to unlawful activity and/or contravene University policies.
1.2. The purpose of this Code is to provide staff and students with support and information about University requirements and expectations when using social media; protect their personal security and the security of University information assets when using social media and provide information on how issues or concerns can be reported or addressed.
1.3. This Code seeks to enable the University to provide an environment in which staff and students feel safe, informed and equipped to engage, collaborate and innovative in the use of social media as part of university activities.
1.4. Due to the pace of change inherent in social media technology and practice, this Code will be reviewed every 12 months by the Communications and Marketing Team in conjunction with other relevant departments.
2. Social Media Definition
2.1 Social media is commonly defined as websites, online platforms and applications that enable users to create and share content or to participate in social networking. Social media in the context of this guidance includes, but is not limited to Instagram, TikTok, Snapchat, YouTube, LinkedIn, Pinterest, Discord, Twitch, Rumble, Telegram, Tumblr, X, WhatsApp, and blogs. This also includes any website or application that allows public commentary or posting, including forums, review sites, user generated content, instant messages, anonymous posting, or published commentary. These examples will be updated from time to time, but this Code applies to all social media use whether expressly listed in this paragraph.
3. Scope
3.1 This Code applies to all social media platforms used by staff and students at the University. It is also applicable to members, consultants, casual workers, agency workers, interns, and those granted access to the University’s IT network facilities during their time of working for the University, whether remunerated or not under a contract for services, or under a contract of employment. All those mentioned for the purpose of this guidance are hereinafter referred collectively to as 'staff'.
3.2 This Code applies to all languages used by those outlined, including University representatives working overseas.
3.3 This Code does not form part of any contract of employment and may be amended at any time.
3.4 This Code does not apply to accounts operated by Officers of St Mary’s Students’ Union (SMSU), which is a separate legal entity. These accounts are governed by SMSU procedures and policies.
4. Personal and Professional use of social media
4.1 This Code applies to the use of social media by staff and students:
- in their personal capacity, where they or the content of the post can be linked to the University or their connection with the University; or
- for professional purposes e.g. “in the name of the University” where staff are taken to be representing the University.
4.2 If using social media in a professional capacity, you must comply with the Marketing and Communications team guidance. When using social media for personal use, you should state that you are speaking on your own behalf, and the views expressed are your own.
4.3 You should only use a university account for work purposes. If you disclose your affiliation to the University on your personal social media, you must state that your views do not represent those of the University. For example: "The views expressed here are my own and are not expressed on behalf of St Mary’s University.” However, such disclaimers do not necessarily prevent any social media communication from being in breach of this guidance (or any) University Policy and/or the University values.
4.4. Staff and students are encouraged to be mindful of posting and references within their social media profiles that identify them as being affiliated to the University.
4.5 Staff and students must be mindful that their social media comments, digital endorsements (for example a ‘like’), or the comments of people with whom they are connected, may be misinterpreted and that all communications may not be private. Even if you are posting in what appears to be a ‘private’ group, or you have locked down your privacy settings on your accounts, apply the same standards as if you were posting publicly.
4.6 Staff should be aware of usage restrictions set out in the University's IT Policy. The University requests that social media usage for activities not linked to academic or profile-raising purposes is kept reasonable and limited during working hours to avoid disruption or distraction to the University’s working and learning environment.
4.7 Any media interest resulting from the online activity of all staff, students, academics or third parties associated with the University should be coordinated in partnership with the Deputy Director of Marketing and Communications and University media procedures.
5. Freedom of Expression and Academic Freedom
5.1 Nothing in this Code is intended to have the effect of limiting either freedom of expression or academic freedom within the law and as set out in the University Code of Practice on Freedom of Speech. However, when staff and students use social media they are expected to adhere to the standards set out in this guidance, and to the University's policies and/or the University values.
6. Using social media as a teaching and learning tool
6.1 The University recognises that social media tools such as WhatsApp, are increasingly being used as a teaching resource to enhance and develop the curriculum and respond to learner expectations.
6.2 All instructions issued by the University on the use of such tools must be adhered to and staff must ensure that the terms and conditions of the social media platform are consistent with the University’s intellectual property under section 9, data protection policy, IT policy, and copyright and licencing.
6.3 All students must read, understand and agree to the terms of use of the social media website and the University’s terms and conditions relating to the use of social media in this context before accessing and posting content on social media in a teaching and learning context.
6.4 The University has a number of teaching and learning platforms which should be used as a primary communications tool. For further guidance please contact the TEL team.
6.5 Staff and Students must not record lectures seminars, or tutorials, whether delivered in person or online, without the consent of speakers and participants who are captured by the recording.
6.6 Where consent is provided for recording, this is for personal use only and not for broadcast without further permission being sought by speakers and participants to share. This includes sharing on any social media platforms, examples of which can be found in point 2.1.
6.7 Recordings should not be edited without approval from all captured participants.
6.8 Users are responsible for ensuring that recordings do not contain copyrighted material prior to sharing and are liable for any breaches of copyright law as set out in 9.1.
7. University-related social media use
7.1. Staff who wish to set up or continue to use a social media account which appears to represent the University should seek prior approval from the Deputy Director of Marketing and Communications. Approval will be given at the discretion of the University to ensure it is being represented effectively and coherently on social media and to mitigate against the risk of dead accounts existing with out-of-date information that can’t be removed which could conflict with CMA and ASA guidance on higher education marketing.
7.2. Staff who wish to set up a social media account must follow the guidance set out for setting up and managing a University social media account, which is available on the Marketing webpages.
7.3. To protect and strengthen the University brand and ensure key audiences experience positive interaction with the University on social media, all requests for new University social media accounts are to be submitted to and approved by the Deputy Director of Marketing and Communications. Upon approval account owners will be advised on how to ensure activity adheres to security and brand guidelines. This advice will be provided by the Helpdesk and User Services Manager.
7.4. All owners of University social media accounts, as defined under section 2, should ensure up-to-date login details are held centrally by IT. This is to ensure accounts can be accessed, even when account owners leave St Mary’s University. Passwords will be updated on a regular basis by IT, and the account owner will be notified.
7.5 Account owners and partners must not use the university’s branding without prior written approval from the Director of Marketing and Communications. The University will work with platforms to remove material the violates the University’s trademarks.
8. Expected standards of behaviours on Social Media
8.1 Staff and students are personally responsible for what they communicate and share on or through social media. There is an expectation that anybody using social media must adhere to the standards of behaviour set out in this Code and any related policies.
8.2 Communications made on social media should be made in accordance with this Code. Use of social media must not infringe on the rights or privacy of staff or students, and staff and students must not post content or make comments about other staff, students or third parties that are unlawful or discriminatory, constitute harassment, breach University policy, or otherwise bring the University into disrepute.
8.3 All use of social media must comply with the University's policies in relation to:
(a) freedom of speech
(b) dignity at work
(c) bullying and harassment
(c) IT policy (including intellectual property and copyright)
(d) data protection
8.4 If you are a member of a professional or regulated body, you may need to follow their guidelines or policies. You must also comply with the terms of use of the relevant social media platform.
8.5 When sharing content on social media, you must seek consent from all people captured prior to posting aligned with the terms and conditions of the platform you are using. Where a person subsequently requests content be removed that they are included in, it is best practise to remove the original post and reupload with the person removed.
8.6 Social media content must not refer to or include information that conflicts with or jeopardises the University's interests, is in any way inconsistent with an individual’s duties to the University or breaches the rights of others. The following are examples of content that are considered to be of an unacceptable nature and should never be posted:
(a) any confidential information about the University (including subsidiary companies and trusts) and its students, research and collaborative partners, suppliers and customers;
(b) any commercially confidential or sensitive information (which may include research not yet in the public domain, indications of forthcoming developments or funding bids, data or software code, non-public or not yet approved documents, minutes, news or information or other information you have been told or which it is clear is confidential);
(c) content which includes University trademarks, including logos or the trademarks of third parties, such as those of university stakeholders, without obtaining the necessary permissions from the Marketing and Communications Team;
(d) details of legal proceedings or details relating to formal complaints that are under active investigation by the University;
(e) personal or confidential information about another individual (including students, staff or partners) including contact information;
(f) material that could be deemed to be threatening, harassing, discriminatory, defamatory, libellous or otherwise unlawful or illegal towards any individual or entity; and
(g) comments posted in breach of the terms of use of the platform, including using names or accounts that may mislead other users of social media about your identify or association with the University or another organisation. This does not prevent the use of an anonymous username provided the rest of this policy is followed.
8.7 The University has well-established ways for staff and students to raise any dissatisfaction or concerns that they may have, including:
(a) Whistleblowing Policy
(b) Staff Grievance Policy and procedure
(c) Students Complaints Procedure
(d) Report and Support
(e) Trade Union representatives or Staff Network representatives;
(f) Students Union; and
(g) directly through line managers.
All concerns should be raised through such procedures, not on social media.
9. Intellectual Property
9.1. Staff or students must ensure that they have permission to share any University or third-party owned intellectual property, including but not limited to all images, photographs, text and video, before uploading them to, or linking them via social media and, where sharing is permitted, should ensure that such materials or shared links are accredited appropriately.
9.2. Where staff or students share intellectual property or copyrighted materials online without consent or the appropriate licence, they may be liable to pay damages to the rights owner. Should this happen, the relevant department will be responsible for paying for the damages from a suitable cost centre, even if the member of staff responsible has subsequently left the organisation.
9.3. Staff and students should be aware that under the terms and conditions of a social media platform; by posting content, ownership rights and control of the content may be transferred to the platform. As such, care should be taken before posting any University or third-party owned intellectual property on social media.
10. Research
10.1. If social media is being used for research purposes, this must be made explicitly clear.
10.2. If utilising social media as part of a research study or project, approval must be sought through the University’s Research Ethics Approvals process and relevant ethical considerations need to be taken into account in line with the Ethical guidelines and Research Integrity policy.
11. Brand Management
11.1. The University logo may only be used on official University social media profiles and sites and permission must be sought. Usage should comply with university brand and visual identity guidelines. Such permission should be obtained from the Deputy Director of Marketing and Communications.
11.2. It is not permitted to use the University logo on any personal social media or online sites.
11.3. Where the University logo is used without consent, the Marketing and Communications team will request its removal and will work with social media companies to ensure this happens.
12. Responsibilities
12.1 All staff and students are responsible for:
(a) Familiarising themselves and adhering to this Code and other relevant policies when using social media and completing any relevant training;
(b) Obtaining approval from the University's Marketing and Communications team before creating an account that represents the University, e.g. a School or research group account with University branding;
(c) Monitoring, updating, and managing the content they have posted;
(d) Securing and managing passwords for institutional accounts, including transferring access to relevant staff as necessary;
(e) Adding an appropriate disclaimer to personal accounts when the University is named or recognisable in accordance with section 4;
(f) Reporting and escalating any issues and concerns as needed;
(g) Reporting any incidents or concerns in accordance with section 14;
(h) Ensuring that only University issued accounts are used for University activities. Personal accounts must not be used to represent the University or manage University services.
12.2 All University-branded social media account owners are responsible for:
(a) Completing any relevant training as required;
(b) Operating accounts appropriately, and in accordance with relevant guidelines;
(c) Seeking relevant authorisation for official University posts where required;
(d) Putting in place appropriate security on accounts including password management;
(e) Ensuring that accounts have up to date content;
(f) Responding to comments/messages;
(g) Closing down unused accounts;
(h) Ensuring active hours are clearly communicated/visible.
13. Monitoring
13.1 The University does not directly monitor student and staff social media accounts as part of its own social media activities. However, the University does monitor mentions of the University and other topics of relevance, so that it can respond directly to those raising questions or concerns about the University. Activity by staff and students or any other affiliations may appear as part of this monitoring. The University may also use X (formally Twitter) lists and keyword searches to identify posts that directly reference the University in the public domain to enable the amplification of positive profile-raising content.
13.2 The University reserves the right, within the law, to monitor, intercept and review, without further notice, staff and student activities using its IT resources and communications systems, including but not limited to social media postings, for legitimate purposes which include the investigation of alleged illegal or inappropriate online behaviour, or where a potential breach of this guidance or any other relevant University policy is reported, and compliance with its legal obligations. Accordingly, any use of the University’s IT Facilities and Systems (including where these are used to access social media) may be monitored by the University in accordance with the IT Policy.
13.3 The University’s duties under the Prevent duty include responding to and investigating instances where individuals may be at risk of being drawn into terrorism, and material posted on social media may form the basis of reports raised with the University.
13.4 Where personal use of social media during working hours is suspected of interfering with employment duties, the University may take further action.
13.5 The University may be required to conduct further enquiries when it is made aware of alleged inappropriate online behaviour, or where a potential breach of this guidance or any other University policy is reported. This may include using comments, videos, photographs, or any other online material which has been posted or shared on social media sites as part of this investigatory evidence, and, if appropriate, any subsequent disciplinary process.
13.6 The Marketing and Communications team may also contact social media platforms to remove content that can be linked to the University, which is deemed unacceptable.
14. Reporting
14.1 Any student, member of staff or member of the public can raise a concern about social media content posted by a member of staff or a student on social media to the Marketing and Communications Team, who will review the circumstances and decide on the most appropriate and proportionate course of action. This may include referring the matter to be dealt with under a different procedure.
14.2 Any staff or student may raise a concern or make a complaint/raise a grievance if they consider that a breach of this guidance by a member of staff or a student relates to them, and it will be considered in the usual way. See section 8.6 for more information on how to raise concerns.
14.3 Where a member of staff or a student has any queries about the application of the Code and how to use University social media, they can refer to the Deputy Director of Marketing and communications.
15. Consequences of a breach of this Code
15.1 Any breach of this Code may result in disciplinary action up to and including dismissal for staff or withdrawal/termination of registration for students.
15.2 Disciplinary action may be taken regardless of whether the breach is committed during working/University hours or in term time or not and regardless of whether any University equipment or facilities are used in committing the breach.
15.3 Any member of staff or student who is suspected of committing a breach of this Code will be required to co-operate with any investigation.
15.4 The University has the right to request the removal of content from an official social media account if it is reasonably deemed such content breaches this Code.
15.5 Where conduct is considered to be illegal, the University may report the matter to the Police. Beyond that, any member of staff, student or third party may pursue legal action against the individual, if they choose to do so.
16. Use of AI
16.1 Whilst it is preferable for social media content to be created by individuals to ensure authenticity aligned to our human centred brand proposition, the University recognises that AI can be effectively utilised as a productivity tool when planning, drafting and creating content for social media distribution.
16.2 The University has an AI Policy and guidance for staff and students, which can be accessed on the university website. Any activity using AI must be in accordance with this policy and guidance.
16.3 Where AI has been used, it must be declared aligned to the AI content policies of the platform being used.
16.4 Where AI is being used to draft written content or design a poster/graphic, it must be proofread and approved by a human to ensure accuracy. Where discussing course content, it must meet Competition and Markets Authority (CMA) Guidelines for accuracy as with all published written content. There is CMA training available on the university website.
16.5 Where AI is being used for image or video generation and/or editing, such as retouching or manipulation, users are responsible for ensuring it does not violate the copyright of any rights holders and that written consent of any real individuals featured has been received beforehand.
16.6 AI should also not be used create new images/videos of, or inspired by real people, without written consent beforehand
Date Written: May 2026
Author: Marketing and Communications
Version number: Final Version approved June 2026
Person responsible: Deputy Director of Marketing and Communications
Effective from: June 2026
Review date: June 2027