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Text Messaging

Text messaging can be an effective means of communicating with students in support of a variety of campaigns, and the EAB Navigate platform makes texting students simple. However, careful consideration must be given as to when and for what purposes texting will be most effective, in order to not diminish its effectiveness.

This document guides the purposes, practices, and expectations of utilizing text messaging for student communication.

Policy Overview

SJSU values communicating with current students promptly and efficiently using communication processes which engage students, without overwhelming them. Text messaging is an additional method of communication SJSU uses to communicate directly with students, and is conducted only in accordance with this policy.

Text messages must support critical student success initiatives.

This policy applies to mass/systematic texting of currently-enrolled students. The policy does not apply to text messaging for recruitment or research purposes.

Students have been shown to be responsive to receiving texts about deadlines or opportunities related to them, but they do not want what they perceive as spam. In general, text messaging is best when not the sole method of communicating essential or urgent information or announcements. Consider it as part of a suite of messaging. Texting is reserved for timely, critical, student success related communications.

Principles of Text Messaging Functionality Rollout

The rollout of text messaging functionality through Spartan Connect will take a phased approach that begins with a centralized request and distribution process to ensure that we are meeting the following principles:

  1. The focus of implementing text messaging at SJSU is to support established integrated communication plans executed through our primary channels: MySJSU messaging and email to students’ preferred email address.

  2. To prevent over-saturation of text messages to students, a text message should only be used to inform students about mandatory or required actions in support of enrollment and graduation that were not completed after other means of communication were deployed.

The next phase of rollout will depend upon the outcomes of the first phase so that we are responding to the needs of the campus community and our students. Specifically, we will assess the outcomes of the first phase using both quantitative and qualitative data to determine the best way to distribute the ability to post text messages beyond a single centralized point.

Detailed Policy

Appropriate Message Categories and Topics

Text messages must be related to student academic success or be critical to their success as a student in general. The following includes appropriate message categories and topics, however this is not a finite list.

Academic Success

  • Academic and student success purposes that are required and nudge to action is needed,  e.g.:

    • Probation workshop

    • Meeting with advisor to remove registration hold

    • Remind to check email for a longer set of directions for something urgent.

Student Success

  • Messages of a timely nature, e.g.:

    • Nudge to action

    • Remind of specific impending deadlines when a required action has not yet been taken

Examples

  • You’re eligible to enroll next semester but you have a hold preventing you from doing so. Check MySJSU(http://one.sjsu.edu ) for details to resolve.

  • An advisor has tried to reach out to by email 

  • You have an outstanding bill. Your classes are in danger of being dropped.

  • Enrollment deadline is near and you haven’t registered for next semester.

  • You have at least one outstanding requirement to complete in order to remove your hold. Check for an email from XX department for more information.

Mission-critical

Other mission-critical text messages may be sent as determined by the Spartan Connect Text Message Review Committee

General Message Considerations

  • Before you hit send, ask yourself, “Is this valuable information for students?”

  • Strike a good balance in tone between personal and professional. Text like you would talk – it’s ok to have your real voice come through and to use emotion. But don’t be too artificially chatty or humorous.

Best Practices

Consider the length, type, and timing that best meets the needs of each audience and fits within the technical constraints. Note that students with a mobile number will automatically receive texts but may choose to opt out.

  • Compose concise messages in Word first and use the Word Count feature to eliminate anything you don’t need in order to fit within the 160-character limit.

  • Identify yourself or your office because students will not know who you are from the incoming number.

  • Sending to 100 or fewer students:

    • Texts will be sent from a rotating 10-digit number that is not attached to a particular person or identifiable as SJSU or a certain office

    • Students responses are allowed

    • Responses come into the Conversations area in Navigate, and you can respond back by text

    • Responses also come into the sender’s outlook, where the conversation can continue by email.

    • Be prepared to set aside some time to respond especially if you’ve asked if they want more information - students will have an expectation of quicker turn-around time.

  • Sending to 101+ students:

    • Texts will be sent from a 5-digit “short code” that will not be identifiable as UH or a certain office

    • Students cannot respond.

    • Best for general announcement or reminder texts.

  • Avoid sending text outreach too early in the morning or too late at night, and respect privacy of weekends and holidays unless there is a particular event that requires it.

MESSAGE CONTENT

Senders should adhere to the following message content best practices:

  • Use texting to communicate short, individually targeted messages, such as:

    • Emergency notifications.

    • Upcoming deadlines (e.g., financial aid).

    • Appointment reminders.

    • Must comply with FERPA and Privacy legislation

  • Use a different format for texts related to emergencies, to differentiate the texts from academic and financial aid related messages.

  • Clearly identify the originator of the message.

  • Ensure that the content is appropriate and the circulation list is correct.

  • Limit the message length to 160 characters.

  • Avoid “text speak” (abbreviations and slang).

  • Be professional and polite.

  • Ensure that embedded links are short and clearly identified as connected with SJSU or other valid partners.

CONTENT REVIEW PROCESS

Prior to submitting a text message for posting, please send the message out for review and approval to stakeholders on campus that either “own” a referenced service or could see an increase in students seeking their services as a result of the message.

MULTIPLE MEANS OF COMMUNICATION

Texting should not be used as the only system through which a message is communicated. The message should be duplicated with email, phone, or other acceptable means of communication.

Procedure

Requesting the Sending of Messages

Text message requests must be submitted at least 5 business days prior to the text message posting date. For urgent and critical messages, certain exceptions may be made. Text message content can be pre-scheduled throughout the semester. If you pre-schedule content, please complete the (NAME OF) form again with the list of students prior to the posting date.

Message Review Process

General

Privacy

Student phone numbers are not considered FERPA directory information and as such only campus business uses of phone numbers are permitted by appropriate personnel.

Opt-out and Opt-in

Accessible, clear opt-in and opt-out processes must be in place for each tool/entity so that students, staff, and faculty have the opportunity to opt in or out on an ongoing basis.

Any opt-in/opt-out form created must include the following information:

  • What recipients can expect,

  • Who may send text messages,

  • When and why texting may occur, and

  • A contact for abuse or annoyance

For systems or tools where the Enterprise Systems Group (ESG) is asked to provide data (student cellular telephone numbers) to a third party, students opt in at registration, each term for which they register, and may opt out at any time.

Records Retention

University business-related text messages are considered public records whether a SJSU system/tool or personal telephone/system/tool is used for texting. The sender is responsible for retention of text messages sent to multiple recipients. Text messages are to be managed by message content. The sender is also responsible for providing any responsive text message records if requested under the Public Records Act.

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