Content and communication

Recommendations

Content

Content shared on SLU’s social media accounts must follow the university’s guidelines for text and language as well as for images and video.
Any links shared must be reliable and relevant, as they become part of SLU’s communication — even when the content itself is not produced by SLU.

Personal data

If a post contains personal data, you must obtain permission from the person concerned before publishing it on social media.
This is particularly important for individuals who are not SLU employees, and in such cases, the consent must be in writing.

For internal communication, participation can be considered part of the employee role — but the person involved must still be informed and given the opportunity to decline.

As a general rule, link to information published on SLU’s webpages rather than posting it directly on social media, unless you can ensure consent for use of personal data across platforms. The same applies if required data processing agreements are not in place for the platform.

Consent for being photographed or filmed must also be obtained when relevant.

Active moderation

Social media channels often require active moderation. SLU has both the right and the legal obligation to monitor its accounts, especially in cases involving hate speech, threats or defamation.

Accessibility

Use alt text for images whenever possible, even on social media. Most platforms include settings for this.

Write for the channel

Posts written specifically for each platform are the most effective. Automated reposts rarely perform well — staying active and engaging requires time and ongoing attention.

When something goes wrong

Everyone makes mistakes — the important thing is how you handle them. Minor errors can be corrected right away, while more serious issues may require a public comment or explanation. In cases involving illegal or harmful material, remove the content immediately, edit the post if possible, and add a short correction. For major issues, contact the Department of Communication or the crisis management group for guidance.

Responding to critical comments or discussing sensitive topics

Critical comments are valuable — they show engagement and provide a chance to listen and share SLU’s knowledge. Always respond quickly, objectively and respectfully, regardless of tone or topic. If the situation is difficult to handle, seek advice from a communicator or the Department of Communication.

Who should respond?

Think about who is best placed to answer — sometimes it’s a subject expert, sometimes a person in a specific role. Whenever possible, reply in your own name (for example, first name and initial) to make the communication more personal and approachable.

Where to respond

If a comment is relevant to a wider audience, consider sharing both the question and response in other suitable channels.

Is the discussion still constructive?

If the discussion stops being constructive or the tone becomes problematic, assess each situation individually to decide the best course of action.