Account Creation & Management for Department/Employee Organizations

Jump to:  New Account Approval & Procedure  |  Account Responsibilities  |  Criteria for Active/Deactive/Removed Accounts |  Account Appearance

 

Social Media Account Creation

While social media can be an exciting and fast-paced space to be a part of, it should primarily be used in a comprehensive social media marketing strategy on behalf of PBSC.  Before requesting a social media profile on behalf of the College, ask yourself and your supervisor(s) the following questions:

Is there an existing social media channel that can meet my needs?

• What unique content or features will your requested account offer that are not already present on PBSC’s official social media platforms?

As of April 11, 2025, PBSC’s six social media accounts combined have nearly 125,000 followers. Building a community (followers) from scratch is challenging and time-consuming. Without an existing audience or regular content, new accounts often struggle to gain traction, resulting in low engagement and visibility. It may be better to leverage the reach and support of PBSC’s primary social media accounts, which already have an engaged audience. For example, PBSC’s Facebook Page was created on January 4, 2010, and has 32,625 followers as of October 2025.

What is the objective of creating a new account and how would the social media presence impact PBSC’s goals?

• How will your proposed account differ from PBSC’s current social media platforms?
• What unique value will this new account bring that the existing accounts don't currently offer? Have you attempted to create a social media request through submit a Team Dynamix Ticket Request system?
• How will regularly providing content benefit your efforts?

Do I have enough content to maintain an active presence?

• Successful accounts post content on a regular basis. Can you provide at least 6 months of content? If not, it may be better to submit a Team Dynamix Ticket Request when you have news, information or an event to promote on social media
• Each platform has different features that must be paid special attention to. Posting the same content everywhere is not the best, strategic practice for social media engagement.

Do I/We have enough staff to manage the account(s) on a daily and/or weekly basis?

•  Account managers are responsible for creating content to post and/or scheduling posts on a regular basis. To maintain a successful social media account, you must post 1 to 3 times a week.
• It’s ideal to log in daily to review notifications, comments, messages and see how your posts are performing.
• All account(s) must have a full-time PBSC employee (not solely a part-time employee, intern or work study student) identified as being the primary manager for content.
• Do you have a back-up account manager (either PBSC faculty and/or staff) who can post content and access the account?

How does this new social media account align with PBSC’s goals?

• Social media accounts created representing PBSC’s brand must have a strategic purpose and goal. If you’re going to reshare the same content as the College’s main accounts, that is a duplication effort that could be put to better use elsewhere.

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New Account Approval

To represent PBSC officially or use PBSC’s name, logo, or branding in a social media account, faculty, staff and/or students may not create any new social media accounts representing PBSC without prior written approval from the Office of Communications and Public Affairs (OCPA) department. The approval process is necessary for the following reasons:

• Too many separate accounts can fragment the College’s online presence, leading to inconsistent messaging, design, and tone. A unified voice across fewer, stronger channels helps reinforce the institution’s identity.
• Creating and managing a social media account requires ongoing time, skills and monitoring — resources that not all staff or departments may have. Centralized accounts allow trained staff to ensure quality control, proper branding and appropriate content.
• New accounts typically start with zero followers and minimal visibility. Without a strategic growth plan and regular, engaging content, they’re unlikely to reach or maintain an audience.
• It is at the discretion of OCPA to approve new accounts. Acceptable requests include accounts focusing on admissions, enrollment, retention, reputation, athletics, student services, engagement, and academic pedagogy.

 

Procedure to Request a New Social Media Account

Initiate a Request
All College Supervisors must fill out the form to request a PBSC-affiliated social media account.
Submitting a form doesn’t guarantee your request is approved. This applies to departments,
organizations, student clubs and student organizations. 

Approval Process
Upon receipt of the request form, the Digital Media Manager will contact the requestor to obtain
more information before notifying requestor if the account is approved.

Account Creation
Once account is approved, the Digital Media Manager will contact the requestor with log in credentials and pertinent information prior to running the PBSC-affiliated account. The Digital Media Manager will create the account for you; do not create a new account on your own.

Review and Evaluation
All new accounts are reviewed after 3 months of activity to assess effectiveness and alignment with
college goals. If an account is no longer active or relevant, it will be deactivated.

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Account Responsibilities

Account Managers

• Social media accounts must have at least two people responsible - PBSC faculty and/or staff members -overseeing the account. Student workers can be an account manager if at least one PBSC faculty or
  staff member can access the account
• The Digital Media Manager should have access to all accounts created in PBSC’s name.
• It is the responsibility of the account manager to notify the Digital Media manager when:
  • The current account manager no longer works for PBSC,
  • The current account manager no longer wishes to be an account manager,
  • There is designation of a replacement account manager.

 

Account Access & Records

• The Digital Media Manager will keep a directory of approved accounts, accounts’ log-in information
  and account managers. For security purposes, OCPA will create all social media accounts representing
  the College. Inactive accounts (3 months or longer) will be closed. The Digital Media Manager has
  authority to deactivate accounts that are inactive, and do not meet branding/style guide requirements.
• All College-affiliated social media content is subject to Florida's Public Records Law, Chapter 119,
  Florida Statutes. Account managers must retain records of posts, messages, and interactions as
  required by law and follow applicable retention schedules. Acceptable methods include IT-approved
  archival tools, system exports, or OCPA-directed recordkeeping procedures. 

 

Lack of Compliance

• Account manager(s) will be notified by the Digital Media Manager for lack of compliance with College policies and/or requirements listed in our Social Media Guidelines and Best Practices. The Digital Media Manager will provide account manager(s) requested changes in writing.
• The Digital Media Manager may make content-neutral changes to accounts representing OCPA to maintain consistency with branding guidelines, accessibility standards, and compliance with applicable laws and policies. Changes include but not limited to:
  • merging accounts,
  • deactivating accounts,
  • removing account manager(s) who do not comply to changes,
  • or removing the inactive account(s) shown throughout the College web site and/or Social Media Directory listing.

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Criteria for Active/Deactive/Removed Accounts

Keeping Accounts Open

• Account is actively used for PBSC's mission, branding, or academic purposes.
• Account maintains a consistent and relevant audience engagement (likes, shares, comments, etc.) and helps reach the target demographics.
• Account is regularly updated with high-quality, relevant content that contributes to the broader social media marketing strategy of PBSC, keeping followers informed and engaged.
• Account supports a specific department, organization, or campus initiative that is integral to PBSC’s operation. This could include departmental pages, clubs, student groups, or specific campus events.
• Account serves as a direct or responsive communication channel for inquiries or customer service.

 

Deactivating Accounts Inactive for 3 Months or Less

An account should be considered for deactivation if it meets one of the following criteria:

• Account has been inactive for up to 3 months with no new posts, updates, or responses to engagement.
• Account is temporarily no longer necessary due to changes in departmental needs, academic cycles, or a shift in institutional focus (examples: seasonal programs, events that are no longer running).
• Account has become redundant because of other platforms fulfilling the same purpose or because it overlaps with other accounts that are more effective.
• Account is intentionally paused due to a planned change in direction, restructuring, or realignment of priorities, but there is a clear intention to resume its activity within the next 6 months.

 

Deleting Accounts Inactive for 3 Months or More

An account should be considered for deletion if it meets one or more of the following criteria:

• Account has been inactive for more than 3 months with no plan or clear intention to resume activity. This includes no posts, engagement, follower growth, or updates that have been made in over 3 months.
• Account no longer aligns with PBSC's mission, values, or strategic goals. It may have been created for a specific program, initiative, or purpose that has been discontinued.
• Account has little to no audience engagement (e.g., no followers, comments, or shares), and it no longer contributes to the PBSC's social media presence or visibility.
• Account has outdated or inaccurate information or posts that no longer align with the institution’s brand or messaging.
  
  

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Account Appearance