It is difficult to define permanent rules due to the continuous changes in social media, the visual aspect, security and usability. In this sense, the tools for configuring the accounts may change, too. This is the reason why a series of common social media elements that remain useful in time have been identified. Additionally, guidelines for using the two largest social media (Facebook and Twitter) have been written. In any case, the people responsible of the institutional accounts must integrate the basic principles of the corporative image of the Universitat de València if they want to be present in new social media.