Social media can be a powerful tool for sharing knowledge and engaging with the communities we serve. CUNY SPH social media accounts serve as official channels for communication, engagement, and outreach on behalf of the School.
Social media can be a powerful tool for sharing knowledge and engaging with the communities we serve. CUNY SPH social media accounts serve as official channels for communication, engagement, and outreach on behalf of the School.
The Office of Communications manages the official social media accounts for CUNY SPH:
You can request your news or events be shared on CUNY SPH social media platforms by using our Social Media Request Form. Your request must be submitted at least two business days before the preferred posting date.
All posts will be shared at the discretion of the Office of Communications. The Office of Communications reserves the right to edit captions/copy and choose imagery/graphics to adhere to the school’s style and brand.
For questions or support please email our Social Media Manager at prea.khan@sph.cuny.edu.
At CUNY SPH, social media accounts are primarily created to represent the programs, offices, and initiatives of the School. These accounts are intended to serve as official channels for communication, engagement, and outreach on behalf of the School.
These guidelines governing social media accounts and usage are not intended to monitor or restrict your personal social media activity or opinions. Rather, they aim to ensure that content associated with the school presents a cohesive and professional representation of CUNY SPH’s mission and values.
As a public health institution, it’s important that CUNY SPH is appropriately presented by those who represent the school. When speaking in a professional capacity on behalf of the School, or when posting as an individual affiliated with the School, the protocols outlined in this document should be adhered to. This applies to:
Each official CUNY SPH social media account must strictly adhere to the CUNY SPH Brand Guidelines. Social media logos must be approved by the CUNY SPH Office of Communications. Please reach out to Communications Director Sumana Chandra (sumana.chandra@sph.cuny.edu) to request sub-brand logos, social media logos, and/or banner graphics. The Office of Communications reserves the right to approve any usage of the school’s logo and/or any iteration of it.
While most social media accounts are tied to specific departments or programs, there may be instances where an official social media account is established for senior leadership, such as the dean or other key administrators.
It’s important to understand that these accounts are considered CUNY SPH property and are not for personal use. If the individual associated with the account leaves the school, ownership of the account will not transfer with them. The account will remain under the control of CUNY SPH to ensure it continues to represent the institution rather than the individual. These accounts are managed with the understanding that they serve to advance the school’s mission and public presence, and their ownership remains with CUNY SPH permanently to maintain consistency.
Official social media accounts are considered property of CUNY SPH, even when managed by specific centers, programs, or departments within the school.
Ensure that your account aligns with CUNY SPH’s mission, values, and brand guidelines. Before launching an account, evaluate the feasibility of maintaining a long-term strategy with consistent, quality content. Accounts with irregular activity or lacking a clear purpose may reflect poorly on your team and the school. Planning for sustainability is key to successful social media engagement.
Every social media account affiliated with CUNY SPH must have at least two administrators: a primary administrator and a backup. While students may assist with managing accounts, they should not create accounts or hold the highest level of administrative access.
All accounts should be associated with a shared @sph.cuny.edu email address, username, and password to ensure they are not tied to personal email accounts or individuals. Establishing a legacy system helps prevent issues with lost or outdated credentials during transitions in account management. Social media administrators for centers, programs, and other school-affiliated groups should maintain an up-to-date list of account passwords. For assistance or to request a shared email, please contact the CUNY SPH IT team at helpdesk@sph.cuny.edu.
Each social media account must include a bio that clearly identifies the affiliated office, department, center, or program and should link to an official CUNY SPH webpage. Please keep in mind that your account’s content and messaging will be viewed as representative of CUNY SPH.
Regularly monitor engagement on your posts, and use platform-specific reporting tools to address any community violations. For guidance, refer to the Reporting Comments and Engagement section of this document.
Students, faculty, and staff who use social media in a personal capacity and identify themselves as affiliated with CUNY SPH should include a disclaimer such as “Opinions are my own” in their bio to clarify that their views are personal and do not reflect those of the School. The way you present yourself online may be viewed as a reflection of your association with CUNY SPH, so maintaining a respectful, accurate, and professional tone is essential.
Avoid using the school’s logo, branding, or other official identifiers on your personal profile, as these are reserved for official CUNY SPH accounts.
Social media accounts or posts using the School’s name, likeness, or logo to disseminate offensive, abusive, or inappropriate content may violate the CUNY student code of conduct and CUNY employee policies. Additionally, posts containing threats, harassment, or violence may contravene the law, while false statements harming a person’s reputation could be considered defamatory and lead to civil liability. CUNY SPH will not be liable for and will not indemnify employees for any liability that results from postings by personal social media accounts.
When referencing or tagging CUNY SPH in posts, ensure the content aligns with the institution’s values. Link to official school pages when discussing programs, events, or initiatives to ensure accurate and consistent messaging.
If you are unsure about how to present your personal social media account or need guidance on what is appropriate when referencing CUNY SPH, don’t hesitate to reach out to the CUNY SPH Communications team (communications@sph.cuny.edu) for support.
When establishing social media accounts for CUNY SPH-affiliated centers, institutes, teams, or programs, it is important to create business or organizational pages rather than individual profiles. Below are recommendations for specific platforms:
Create a LinkedIn Business Page for your center, institute, or team. Individual LinkedIn profiles are designed for personal use and should not represent an official entity within CUNY SPH.
Use a professional and consistent logo (provided by the CUNY SPH Communications team) and link the page to your official @sph.cuny.edu email address.
Include a clear and concise description of your group, its mission, and its connection to CUNY SPH.
Set up a Facebook Business Page rather than a personal profile. Business Pages provide analytics, scheduling tools, and branding features that support institutional representation.
Link the page to the CUNY SPH website or your program/center’s landing page to provide additional credibility and resources.
On Instagram, create a professional organizational account that reflects your center or program’s affiliation with CUNY SPH. Use a consistent logo and link to your official webpage in the bio.
Keep bios professional and concise, and ensure any posts reflect the mission and values of both your group and CUNY SPH.
On BlueSky, set up an organizational account rather than an individual profile. Choose a handle that clearly identifies your center, program, or team. For example, “@CUNYSPH-[CenterName].bsky.social” could work well for branding consistency.
Keep bios professional and concise, and ensure any posts reflect the mission and values of both your group and CUNY SPH.
If a social media account at CUNY SPH becomes inactive and its moderator is unable to maintain activity, the Communications team recommends hiding, unpublishing, or deactivating the account. Please inform the Communications team of any such changes. Additionally, the school reserves the right to deactivate accounts that have been inactive for an extended period to maintain a professional and up-to-date social media presence.
Our school’s tone and voice on social media and in public communications are welcoming, inclusive, and driven by a commitment to equity and justice. We reflect the diversity of our students, faculty, and staff in our content, both written and visual, and amplify a wide range of perspectives, experiences, and backgrounds. Our communications aim to foster a sense of belonging, highlight the strength of our community, and inspire meaningful engagement in public health and social justice issues.
Use approved logos, colors, and messaging to reflect the university’s identity. Please see the CUNY SPH Brand Guidelines for more info.
Social media posts should be accurate, well-researched, and supported by evidence to maintain the school’s reputation as a trusted source in public health.
Verify Information: Double-check all facts, statistics, and claims before posting.
Cite Sources: When referencing studies, news, or data, link to or acknowledge the original source.
Ex: “According to a recent @CDCgov report, vaccination rates have increased by 15% this year. #PublicHealthSuccess”
Avoid Sensationalism: Present information clearly and avoid exaggerated or misleading statements.
Social media content should be inclusive and accessible to all audiences, including those with disabilities.
Use Alt Text for Images: Add descriptive alternative text (alt text) to all images to provide context for visually impaired users.
Ex: “A diverse group of students standing in front of the CUNY SPH building holding signs that say ‘Health Equity Now!’”
Closed Captions for Videos: Include captions for all video content to ensure accessibility for users with hearing impairments. Tools like Instagram’s auto-captioning or editing software with captioning features can help.
Plain Language: Avoid overly technical or jargon-heavy language. Write in a clear, easy-to-understand way to reach a broad audience.
Captions are an opportunity to provide context and engage followers.
Keep it Professional: Use a tone that aligns with the school’s brand—informative, respectful, and inclusive.
Provide Context: Explain why the post is relevant or important to the audience.
Ex: “Join us this Thursday for a panel discussion on food security and public health. Don’t miss this important conversation! #CUNYSPHEvents”
Call to Action (CTA): Encourage engagement through clear CTAs like “Read more,” “Join us,” or “Register here.”
Tag Relevant Accounts: Tag collaborators, sponsors, or event partners to amplify the reach.
Avoid Overloading: Stick to concise captions and limit emojis and hashtags to maintain professionalism.
Hashtags help increase visibility and engagement but should be used strategically.
Be Relevant: Use hashtags directly related to the content, such as public health issues, school initiatives, or broader campaigns.
Ex: #HealthEquity, #PublicHealthMatters, #CUNYSPHEvents
Research Before Use: Check a hashtag’s context to ensure it aligns with the intended message. Avoid controversial or misused hashtags.
Limit Quantity: Use no more than 3–5 hashtags per post to avoid cluttering captions.
Engaging with followers on social media is a vital part of building community and fostering trust. Here are guidelines on when and how to interact effectively and professionally.
When to Engage
Tone and Voice: All interactions should reflect CUNY SPH’s values and voice.
Confidentiality: Do not engage in conversations that require sharing sensitive or confidential information. Instead, direct followers to secure channels for private communication.
If you’re unsure about how to handle an interaction, reach out to the CUNY SPH Office of Communications at communications@sph.cuny.edu for support.
Managing comments on social media requires balancing transparency, professionalism, and the safety of the online community. These guidelines help determine how to handle various types of interactions:
When to Reply
Engage thoughtfully with comments when they:
Tip: Always maintain a professional, inclusive, and empathetic tone in your responses. When replying to negative comments, try to shift the conversation in a positive direction and focus on factual information rather than opinions.
When to Ignore
Don’t poke the bear! Choose not to engage with comments that:
Note: Monitor ignored comments in case they escalate or require reporting.
When to Delete
Deleting a comment can aggravate the situation, especially if the commenter notices and creates a new comment sharing that the original was deleted. This can depict CUNY SPH and our teams in a negative light, appearing as dismissive and uncaring. Deleting comments can also hinder transparency so do so with caution.
Here are a few situations in which deleting comments may be recommended or even necessary:
Take screenshots of deleted comments for documentation and notify the Communications Team if necessary.
Reporting
Escalate and report comments or messages that:
Screenshot and document the comment or message before reporting it to the appropriate parties including the Communications Team to ensure proper follow-up.
Tagging CUNY SPH in posts helps showcase the school’s activities, foster community engagement, and helps us identify and amplify your content. Follow these guidelines to determine when it’s appropriate to tag the school’s official social media accounts:
Ex: “Excited to attend the @CUNYSPH seminar on urban health disparities this Friday! Join us for this important discussion. #PublicHealthMatters”
Ex: “This World Health Day, we’re joining @CUNYSPH in raising awareness about health equity. Together, we can make a difference. #HealthEquity”
Ex: “Proud to announce that our program was featured in @CUNYSPH’s latest newsletter! Check out our story here: [link].”
Ex: “Thank you @CUNYSPH for funding our research on food security in underserved communities. Proud to represent the school in this effort!”
Ex: “Our team partnered with @CUNYSPH to deliver a community workshop on vaccine education. Grateful for this collaboration! #PublicHealthPartners”
Ex: “Having lunch with my coworkers today. #TacoTuesday @CUNYSPH
Ex: “@CUNYSPH needs to address this issue ASAP. [controversial statement].”
Ex: “Check out this amazing diet program we recommend. @CUNYSPH should try it too!”
Use Official Accounts: Always tag the verified official CUNY SPH accounts (e.g., @CUNYSPH on Instagram, @cunysph.bsky.social on BlueSky, etc.).
Add Context: Include a clear explanation of how the post connects to CUNY SPH to provide value to followers.
Seek Approval if Unsure: If you’re uncertain whether tagging the school is appropriate, consult with the CUNY SPH Communications Team.
Stay Professional: Ensure the tagged post reflects the school’s values, professionalism, and brand voice.
When in doubt, ask the comms team!
Politics play a significant role in public health as policies, funding decisions, and healthcare regulations directly affect the accessibility, quality, and delivery of health services. Political leadership and legislation shape the systems that impact the health and well-being of communities, making it crucial for public health institutions to engage in political advocacy while maintaining a neutral stance in communication to uphold trust across diverse audiences.
While individual social media accounts are the responsibility of the user, when posting on behalf of the school or a school-related center or team, it is crucial to remain non-partisan. This ensures the university’s reputation as a neutral, trusted public health institution, prioritizing evidence-based health practices and inclusive communication. Political neutrality in official posts helps maintain credibility and fosters an open, respectful environment for all, regardless of political affiliation.
When creating content, aim for inclusive language that avoids stereotypes and is considerate of all identities. Use imagery that reflects the diversity of the community, including various races, genders, abilities, and ages. This helps create an environment where everyone feels represented and valued. While these are best practices, flexibility is encouraged, keeping in mind the context of each post and the diverse audience it serves.
When engaging with social media trends, ensure the content aligns with the School’s values. Participate in trends that promote positivity, inclusivity, and public health, but avoid trends that could be controversial or misinterpreted. For example, participating in viral health awareness campaigns is appropriate, while jumping on a trend that mocks or trivializes sensitive topics (e.g., mental health or marginalized communities) would not be suitable. Always consider the impact and appropriateness before engaging.
When an emergency occurs anywhere in the world, the CUNY SPH communications team may not be the first to notice it. It is important that the appropriate parties within the university are notified as soon as possible if you are aware of any emergent situations.
Document the incident to the best of your ability with links and screenshots sent to the Communications Director Sumana Chandra (sumana.chandra@sph.cuny.edu) as a high-priority message. From there we will notify further leadership and CUNY Central depending on the gravity and progress of the situation.
During crises, it is important that the School and all of those who represent it act accordingly to share centralized, approved messaging. All updates will come from the School’s and/or CUNY’s main social media accounts to maintain consistency. It is encouraged that this approved messaging is what is shared by other representatives of the school including our centers, institutes, programs, and other teams’ social media accounts.
Use compassionate and respectful language that acknowledges the impact on affected individuals or groups. Post only verified information and avoid guessing or sharing unconfirmed details. Ensure messages are culturally sensitive and considerate of diverse audiences.
Temporarily halt pre-scheduled posts or campaigns that may seem out of touch during the crisis. Refrain from sharing promotional or celebratory content unless directly relevant to the crisis response. Avoid engaging in lighthearted or unrelated trends during the crisis.
Respond to comments and direct messages that seek clarity, but avoid getting into debates or discussions. Guide users to official resources, such as a crisis hotline, the university website, or specific departments for detailed support. Remove or hide inappropriate content, such as hate speech, misinformation, or inflammatory remarks, while documenting these actions for records.