Social Media Guidance

@RuleofThumbUMD
#RuleofThumb, #ItsOnUs

Objective:
As part of a larger effort that includes a revised sexual assault policy and a mandatory training, the
University of Marylands #RuleofThumb social campaign aims to change behaviors and attitudes about
sexual assault. It benefits UMDs efforts to incorporate turn-key White House Its On Us messaging into
the universitys social conversations. Doing so provides a visual display of support for a national effort
and leverages existing brand awareness.

Key Considerations:
To shift behaviors and attitudes in favor of victim advocacy and sexual assault prevention, its important
to use consistent messaging across all networks and to actively monitor accounts for reports of sexual
misconduct or requests for emergency help.

It is critical that the account is monitored daily, especially for mentions and tweets directed at the
handle or using the hashtag. Any report or call for help made on social media must be addressed swiftly.

Outlined below are several suggestions to amplify messaging and drive traffic to the
@UMDRuleofThumb Twitter account.

Who to Follow:
Its On Us supporters / fans
Big Ten universities
Title IX Coordinators
Anti-violence activists
Womens health and wellness organizations
Anti-sexual assault nonprofits and NGOs
Government agencies local, state and national that deal with health, safety and health
resources
UMD schools and colleges
University System of Maryland colleges and universities
National and local chapters of Student Government
All Student Affairs clubs affiliated with UMD, starting with Stamp (and raiding their list)
UMD Athletics and Compliance
Major councils of UMD Greek life
o PanHellenic Association (PHA)
o Interfraternity Council (IFC)
o National PanHellenic Council (NPHC)
o United Greek Council (UGC)

Who to Engage:
These handles are ideal to retweet @RuleofThumbUMD content. Over email, establish agreements in
advance with communicators who run these accounts. Ask them to amplify content at strategic times.
@UMDRightNow @UofMaryland
Social Media Guidance

@PresidentLoh
@TheDBK
@TheStampUMD
@UMDPanhellenic
@UMD_IFC
@UMDGreekTerps
@UMDHealthCenter
@UMPD
@UMPDAUX
@TerpsGameday
@UMTerps
@TerrapinLife
@UMDReslife
@UMDCRS
@UMDSGA
@Campus_Leaders
@SEE_UMD
@RethinkCP

Relevant Hashtags:
Weave these hashtags into content. Also, monitor the use of these hashtags and consider retweeting
their content to help populate the @RuleofThumbUMD feed.
#ItsOnUs
#RuleofThumb
#UMD
#HigherEd
#VoicesHavePower
#DVAM, #DVAM2014 (October)
#SAAM, #SAAM2015 (April)
#YesMeansYes
#HeForShe

Sample Social Content:
Channel Post
Twitter #ItsOnUs to recognize that non-consensual sex is sexual assault. Only
yes means yes. Its the #UMD #RuleOfThumb. http://ter.ps/6uc
Twitter #ItsOnUs to identify situations where sexual assault may occur. If he or
she is too drunk, its time to back off. It's the #UMD #RuleOfThumb
Twitter #ItsOnUs to intervene in situations where consent has not or cannot
be given. Be an active bystander. Its the #UMD #RuleOfThumb.
Twitter #ItsOnUs to create an environment where sexual assault is
unacceptable and survivors are supported. Ask for consent. Its UMDs
#RuleofThumb
Twitter Take the #UMD pledge to help keep women and men safe from sexual
assault. #ItsOnUs http://ter.ps/6uc
Facebook Its on all of us to stop sexual assault. We took the pledge to be part of
the solution and you can too at http://ter.ps/6uc. #ItsOnUs to be
active bystanders. Thats #UMDs #RuleofThumb, whats yours?
Twitter Be a part of the solution. Take the #UMD pledge to stop sexual assault.
#ItsOnUs #RuleOfThumb http://ter.ps/6uc
Twitter #ItsOnUs to get a friend home safe. We can stop sexual assault. Ask
for consent. Every time. Its the #UMD #RuleOfThumb.
Twitter #DidYouKnow 44% of sexual assault victims are 18 y-o, and 80% are
under 30? Take our pledge to stop sexual assault at http://ter.ps/6uc
Social Media Guidance

Facebook Did you know that 44% of sexual assault victims are 18 years old, and
80% are under 30? Take the pledge to help keep women and men safe
from sexual assault at #UMD. #ItsOnUs to ask for consent.
#RuleofThumb http://ter.ps/6uc
Twitter Each year, there are about 237,868 cases of sexual assault. #ItsOnUs
to look out for each other and to not look the other way.
#RuleOfThumb
Facebook Did you know each year there are about 237,868 cases of sexual
assault? #ItsOnUs to look out for each other and to not look the other
way. Take the pledge to stop sexual assault at http://ter.ps/6uc. Ask
for consent. Every time. Its the #UMD #RuleOfThumb.
Twitter #ItsOnUs to not blame the victim. Silence means no. Ask for consent.
Every time. Its the #UMD #RuleOfThumb.
Twitter #ItsOnUs to look out for each other and to not look the other way
from sexual assault. Be an active bystander. Its the #UMD
#RuleOfThumb.
Twitter #ItsOnUs to stand up in situations where consent cannot be given.
Take responsibility. Its the #UMD #RuleOfThumb.
Twitter Did you know 60% of sexual assaults arent reported to the police? If
you see something, dial #3333. Its the #UMD #RuleofThumb.
Facebook Did you know approximately 2/3 of sexual assaults are committed by
someone who knows the victim? #ItsOnUs to look out for each other
and to not blame the victim. Thats the #UMD #RuleofThumb.
Twitter #DidYouKnow 5% of women on college campuses experience rape or
attempted rape every year? Ask for consent. Its the #UMD
#RuleofThumb.
Facebook Did You Know that 5% of women on college campuses experience rape
or attempted rape every year? Ask for consent. Every time. Its the
#UMD #RuleofThumb.
Twitter #DidYouKnow the presence of a bystander makes a completed rape
44% less likely? #ItsOnUs to say something. Its the #UMD
#RuleofThumb.
Twitter #ItsOnUs, all of us, to stop sexual assault. Learn how at
http://ter.ps/6uc or visit CARE in the @UMDHealthCenter.
Twitter New year, new you. Take the #UMD pledge to stop sexual assault.
#ItsOnUs #RuleOfThumb http://ter.ps/6uc.
Note: Since Rule of Thumb is only on Twitter, the Facebook content can be offered up to other partners
on campus.

Campaign Milestones/Calls to Action:
Sexual misconduct policy announcement
Bystander training launch
Guest speakers on campus
Moment of silence for victims of sexual assault at UMD sporting events
Relevant events hosted by CARE, student groups or Greek organizations
October: Domestic Violence Awareness Month
October: The Clothesline Project at Hornbake Plaza
April: Sexual Assault Awareness Month
April: Walk a Mile in Her Shoes challenge
Spring: Performance arts piece at The Clarice
Social Media Guidance


Suggested Social Measurement Tools:
Ter.ps: A hyperlink shortening tool that tracks the number of times a shortened link is clicked.
Ter.ps also allows users to create custom urls with specific key words or phrases. Ter.ps links can
be used wherever a link is used (i.e. social media posts, emails, documents, etc.)
Hootsuite: A social media management system that enables teams to collaboratively execute
campaigns across multiple social networks from one dashboard. Includes a content scheduling
system, free analytic tools, and the ability monitor multiple streams of data in one view.
Tweetdeck: Very similar to HootSuite without some of the extra bells and whistles. This program
enables you to Tweet and track mentions, people, and keywords in one platform, but cannot be
used for multiple social media accounts.

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