social media guidelines - uab · 2019-09-12 · prior to creating social media accounts for your...
TRANSCRIPT
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SOCIAL MEDIA GUIDELINES
Why Guidelines? …………………………………………………………………………………………………………………………….……... 2
UAB Social Media Guidelines from University Relations ………………………………………………………………….……… 3
Department Categories ………………………………………………………………………………………………………….…….………… 4
Social Media Platforms ………………………………………………………………………………………………………………….……….. 5
Platform Overview: Facebook ………………………………………………………………………………………………………………... 7
Platform Overview: Instagram ……………………………………………………………………………………………….………………. 10
Platform Overview: Twitter ……………………………………………………………………………………………….…………………… 13
Content Calendar ……………………………………………………………………………………………….……………….…………………. 15
Events ……………………………………………………………………………………………….……………….……………….…………………. 15
Graphics and Images ……………………………………………………………………………………………….…………………….………. 16
Social Media Ads ……………………………………………………………………………………………….……………………………..……. 17
More Tips from UAB University Relations ………………………………………………………………………………………………. 18
Resources ……………………………………………………………………………………………….……………….…………………..………… 19
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Why guidelines?
A new generation is flooding onto the college scene. Generation Z contains individuals born around 1997 and later,
making the oldest members of this generation around 21 years old. These students are tech-savvy and desire
interactive, optimistic content. They use social media in specific ways: to connect with their friends, to get news, to learn
about events. Gen Z is extremely diverse and have a desire to make a difference. They tolerate digital ads, but prefer to
follow people rather than brand accounts. They have a low-tolerance for inauthentic experiences.
The Fall 2017 undergrad student body had 58% of students age 21 and under. These numbers will only continue to grow.
Social media is the best, underused tool available to reach these students and continue to foster a community of
inclusivity and promote the various programs and services from Student Affairs Departments. By unifying the Student
Affairs Departments under these social media guidelines, we will reach students and promote the services provided by
our various Departments.
Above all, SAMAC wants to educate and empower Departments to run their social media accounts within their
Departments. These guidelines are meant to be a resource for Department social media managers to run successful
platforms and reach their full potential.
The UAB Division of Student Affairs mission is as follows:
The Division of Student Affairs enhances student learning and development, fosters an inclusive environment,
and engages students to become contributing members in a diverse society.
In order to enhance student learning and foster an inclusive environment, students must be aware of and participate in
programs and services offered by UAB Student Affairs. The best way to reach this new generation of students is through
social media.
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UAB Social Media Guidelines from University Relations
UAB is a city within a city. We value every member of the UAB community and the role they play on campus, across
Alabama and throughout the world. Respect and appreciation for diversity are integral to UAB's mission. UAB works
actively to create a safe and welcoming physical and virtual environment, and we expect every member of this
community to do the same.
UAB welcomes individuals and academic/organizational units to identify their role at UAB publicly on social media. Be
aware that by doing so, you are representing UAB and therefore subject to UAB's conduct policies. Students are subject
to the Academic Honor Code and Student Conduct Code. Faculty, staff, employees and other members of the UAB
community are subject to the Code of Conduct.
Academic/organizational units are free to create and maintain a presence on social media that is professional,
technically secure and does not violate university web policies or laws that govern the dissemination of public
information. These include UAB’s Digital Mass Communications and Content policy, UAB IT's Acceptable Use Policy, as
well as the Family Educational Rights and Privacy Act (FERPA) and the Health Insurance Portability and Accountability Act
(HIPAA). These policies are part of the implicit and explicit agreement you make with UAB for the use of its resources,
including its logo and branding.
UAB Medicine employees should contact Health System Marketing Communications for the specific web standards and
social media guidelines established for UAB Medicine entities.
The University Relations Social Media Manager is here to help you understand policies and practices that apply and
guide you in using these tools to best serve your unit, audience and the interests of UAB.
Important Things to Keep in Mind
o Academic/organizational units are free to create and maintain a presence on social media that is professional,
technically secure and does not violate university web policies or laws that govern the dissemination of public
information. These include UAB’s Digital Mass Communications and Content policy, UAB IT's Acceptable Use
Policy, as well as the Family Educational Rights and Privacy Act (FERPA) and the Health Insurance Portability and
Accountability Act (HIPAA). These policies are part of the implicit and explicit agreement you make with UAB for
the use of its resources, including its logo and branding. Simply put, do not ever share patient or student
information on social media channels.
o Respect copyright and fair use laws. Observe laws governing copyright and fair use of copyrighted material
owned by others, including UAB's own copyrights and brands.
o Faculty, staff, employees and other members of the UAB community are subject to the Code of Conduct.
o UAB Medicine employees should contact Health System Marketing Communications for the specific web
standards and social media guidelines established for UAB Medicine entities.
Other University Relations social media guidelines throughout this document are noted with a green box.
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Department Categories
Category One Departments are responsible for creating and posting content to their social media platforms while
adhering to the UAB Student Affairs and University Relations social media guidelines.
Category One is for you if…
o You already have a designated person or team of persons who are responsible for your Department’s social
media management
o You have a departmental social media strategy currently in place (and appropriate content to support it).
o You or someone in your Department has an interest in social media management and want to learn
Category Two Departments transfer Department social media management responsibility to SAMAC.
Category Two is for you if…
o You know it’s important to post on your Department’s social media more often, but you just can’t seem to
remember
o You do not have a designated person or team of persons who can consistently monitor your Department’s social
media management
o You simply prefer not to worry about posting on social media (it’s just not your expertise!)
If necessary, Departments can switch their Category at the end of each semester. The new status will go into effect the
following semester.
o Fall Semester deadline: Thanksgiving Break
o Spring Semester deadline: Spring Break
Future Student Affairs Social Media offerings will include:
o Personalized, bimonthly feedback to SA Department to further your social media goals
o SAMAC generated content calendars for event/program promotion, which will include messaging to post and
when. This will help bring awareness to your programs.
o Bimonthly/quarterly presentations or webinars to educate SA staff on various social media topics (beginning
Spring 2019).
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SOCIAL MEDIA PLATFORMS
No new social media platform should be created without alerting and discussing the platform with SAMAC Web
Content Coordinator. Passwords for all platforms must be shared with SAMAC.
Prior to creating social media accounts for your department, evaluate your department’s goals. Answering the questions
below will help you understand which platforms are best suited for your department, as your Department may be better
suited for certain platforms over others. Remember – social media may not be a fit for every Department’s needs.
Further, social media may not be a fit for every organization within your Department.
Questions to consider:
o Why do you want a social media platform for your Department? Will it help you reach your
department/organization’s strategic goals?
o Who is your specific audience? What kind of student? Non-traditional students? Students who live off campus?
o What kind of information will you share with your audience to engage them?
o Will your messaging merge well on social media platforms?
o How will your Department manage your platforms?
UAB Student Affairs Brand Personality
o open-minded
o honest
o inclusive
o helpful
o friendly
o fun/ creative
Before creating a post, replying to a comment or sending a message, ask yourself: Does this align with the Student
Affairs brand personality and guidelines?
UAB University Relations – Set a Strategy & Goals:
o Identify what the purpose of your social channel(s) will be, who you want to reach, the types of content you need to
share and the goals of your department.
o Consider if you have enough content to post daily to social channels. If you don't, it might be best to use a channel
that is already created. University Relations considers messages for its main channels through the request for
publicity form.
o Set specific goals you hope to achieve with your social media channel(s). Are you trying to drive more traffic to your
website? Are you trying to communicate about events hosted by your department?
Available Platforms:
o FACEBOOK is good for Departments that have a steady stream of events and information to share. Facebook
remains one of the most popular platforms available. Facebook is best for event promotion, general department
news, student spotlights, short videos
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o INSTAGRAM is best for sharing photos of your students, photos from events and interacting with followers
through stories, an extremely popular feature. This platform is useful for Departments who engage with
students regularly. Instagram should primarily contain images and video.
o TWITTER is useful for Departments with a large quantity of information that needs to get out to students on a
daily basis. Make sure that Twitter is right for your social media goals. This platform can be a useful tool if you
have frequent news coming out of your department and events that need promotion.
o YOUTUBE should only be used by Departments who have a steady stream of video content. However, YouTube
videos can be difficult to share on other platforms—consider using Facebook’s video feature for increased
engagement. If you have one or two videos you need to share, they can be added to the Student Affairs
YouTube Channel.
o PINTEREST is a great jumping off point for your Department. If you have trouble finding content to share on
your platforms, Pinterest can be a great resource to find relevant content to share.
o SNAPCHAT is primarily used by students to communicate with their friends. Students typically don’t pay
attention to brands or stories that aren’t from their friends. You should NOT create a snapchat for their
department. Consider using Instagram stories or scheduling a Snapchat takeover.
o University Relations does not recommend units creating a Snapchat account. We allow the UAB
community to take over the main UAB Snapchat (8,707 followers) account for promotional
purposes. Complete our Snapchat Takeover form.
o University Relations also provides UAB-branded Snapchat geo-filters to units who are hosting events
where Snapchat can be used as a useful tool for outreach and promotion. Request a Geofilter.
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PLATFORM OVERVIEW: Facebook
Department Facebook pages must be within the Student Affairs Facebook Business Manager. New admins/editors to
your page must be added through Student Affairs Business Manager. To add new staff/student staff to your page
admin team, please contact the SAMAC Web Content Coordinator.
To ensure that your Department Facebook page has the best possible engagement and reach, posts must be made
regularly. Facebook posts should be made minimum 2x per week.
If your Department does not have enough content to post at this frequency, we encourage you to reach out to SAMAC
to assist in content development specific to your Department.
Examples of what to post:
o informational graphics
o images from past events
o informational/ generic video
o photos/video of students using Department services
o photos/ video of staff + staff bios
o cross-department event promotion
o shared content from a relevant external source
Post Guidelines
o Delete the text URL from the post copy when displaying the link preview in post
o Do not use hashtags on Facebook
o Use exclamation points and emojis sparingly
o Tag/mention other departments/pages whenever possible, including external/non-UAB pages
o Copy should be short, simple and sweet – be direct and to the point
o Include copy on all posts to provide context for the information being shared
o Do NOT post flyers or digital signs on Facebook
o Do not modify SAMAC provided graphics
Scheduling a Facebook Post
You can schedule Facebook posts via your Facebook page. Before using Department funds to purchase an external
scheduling platform like Sprout Social, give the Facebook Page Manager scheduling a try.
1. Create your post on your Department Facebook page
2. Click the dropdown arrow button next to Publish and select Schedule
3. Below Publication, select the date and time you’d like the post to publish
4. Click Schedule
Posts can easily be edited and rescheduled through your page’s Publishing Tools section:
1. Click Publishing Tools at the top of your Page
2. Click Scheduled Posts in the left column
3. Click the post you want to edit
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4. Click Edit to edit the post, or click the dropdown button to choose to publish, reschedule or delete it
Facebook Insights
Facebook has intuitive analytics available for your page. Simply go to your page within Facebook Business Manager and
click Insights.
o Overview: An overview of recent activity. You can change the timeframe up to the last 28 days. To learn about
each metric, hover over the information “i” or click on the section title.
o Posts: This is probably the most useful section of Facebook Insights. This section will tell you what days and
times you should post on your page. Use the “Time” chart to identify the average peak times your audience is
actively using Facebook. Hover over the different days of the week for specific daily numbers.
The Post section also gives you a summary of everything posted on your page. This is helpful as you can see
what type of posts are receiving the most attention. If a certain type of post has a larger reach and an increase
of interaction, your department should post more of that content.
Being Accessible on Facebook
o Ensure all videos have captions.
o Automatic alt text uses object recognition technology to provide a visual description of a photo for the blind and vision-loss community. You can replace this text to provide a better description of a photo. Keep in mind that this description will only be read if someone is using a screen reader to access Facebook.
To see and edit alt text for a photo before you post it: 1. Click Photo/Video at the top of your News Feed 2. Select the photo you want to add 3. Click Edit Photo, then click Alt Text 4. The automatically generated text will be shown on the left side of your photo. Click Override
generated alt text to edit it. 5. Write your alt text in the box. To change back to the automatically generated text, click Clear. 6. To save your alt text, click Save in the bottom right.
To change the alt text of a photo after you’ve posted it:
1. Click the photo to open it. 2. Click Options in the bottom right and select Change Alt Text. 3. Click Override generated Alt Text or change the alt text in the text box. You can also click Clear to
change your edited alt text back to the automatically generated text. 4. Click Save
Other Notes
o Make sure your page is verified by going to Settings > General. Verified pages will show up higher in search
results and will be easier for students to find your page.
o If you have messaging turned on, make sure you are checking your messages on a regular basis. Many students
will reach out via Messenger before emailing or calling your office. Consider turning on an auto-reply in
Messenger that includes a faster contact method.
o How to turn on Auto-Reply
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UAB University Relations – Facebook Tips:
o Fun videos with interesting content perform extremely well on this platform, but posting pictures of flyers with a
lot of text do not.
o Comments are king - encourage engagement by posting calls to actions and liking and commenting on follower's
comments.
o Try Facebook Live for desirable content, but advertise ahead of time.
o If you are wanting to communicate to a small-set of internal stakeholders, consider Facebook Groups instead of
a Facebook page.
o Additional Resources: Facebook Algorithm
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PLATFORM OVERVIEW: Instagram
To ensure that your Instagram page has the best possible engagement and reach, posts MUST be made regularly.
Instagram posts should be made minimum 2x per week. You should also try to post to your Instagram story daily.
If your Department does not have enough content to post at this frequency, we encourage you to reach out to SAMAC
to assist in content development. Some examples of posts are listed below:
o informational graphics
o images from past events
o photos of students
o photos of staff
o reposting a relevant image from a UAB/ student account
o posts that refer followers to your website
You can upgrade your Instagram account to a Business account for free. Go to Instagram Settings > Account > Switch to
Business Account. If you have trouble, contact the SAMAC Web Content Coordinator.
Via your Instagram Business account, you can view analytics about your posts and your followers. Go to your profile >
click the three horizontal lines in the top right > select Insights. To see the optimal times to post, select Audience and
then scroll down to Followers. This will tell you when your audience is actively using Instagram each day of the week.
Instagram Stories
The Instagram stories feature is an excellent way to interact with your student followers on a personal level. You can
post content about the daily life in your office, have a staff member or student intern “take over” your account and post
about their day and even ask questions or create polls to gain insight to your student followers and their needs. Stories
are useful to promote events, hiring opportunities and share relevant posts from other Student Affairs Departments.
Canva has multiple templates available for Instagram stories.
These stories can also easily cross-post onto your Facebook page’s story. This is the only time you should cross-post.
o Share Instagram stories to Facebook stories
o Canva Story Templates
Post Guidelines
o Instagram captions should be no longer than two sentences unless where absolutely necessary. Less is more.
o Use no more than two hashtags at the end of the main copy. If you would like to use more hashtags for your
post, put these in a comment under your post.
o Use exclamation points and emojis sparingly.
o Use a location whenever possible, whether you have a specific location set for your Department, using Hill
Student Center, or using UAB campus (UAB – The University of Alabama at Birmingham).
o Avoid text-heavy graphics. If you need to post something with lots of text, post multiple graphics or expound
your copy.
o Establish a consistent look and feel to your feed (see below)
o Do not post a link in your copy; direct followers to the profile link instead. Use a link for an event, a news article
or your Department website. Try using linktree or linkin.bio if you have multiple posts with links (see below)
o Do not post flyers or digital signs on Instagram
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o Do not modify SAMAC provided graphics
Hashtags
Consider developing a hashtag specific to your department to use on all Instagram and Twitter posts (e.g University
Recreation uses #URec4U on most of their posts). Encourage students to post pictures using your hashtag and repost
their content regularly.
Instagram Aesthetics
It may seem silly, but the way an Instagram feed looks is an important factor for Gen Z students. It’s best to post images
and graphics that all have a similar look and feel. This includes color scheme and what’s actually being pictured. Do you
mostly share photos of students? Do you want to experiment with a more minimalistic approach? Your feed should look
consistent.
o Try using a similar color scheme in your posts
o Use the same filters for all images
o Use the photo editing available on your phone before posting an image. Increasing the brightness and color of
an image just a little makes a big difference.
o If your Department often shares graphics, we recommend establishing a grid-like look to your feed by
alternating between graphics and images. View the UAB pre-health honor society for a great example feed:
@uabaed
Scheduling an Instagram post
Instagram does not have a built-in scheduling feature. This is why having a Department content calendar and a
designated Department staff member is vital to the success of your social media platforms.
You can use scheduling platforms like SproutSocial to create posts in advance. However, the user must still manually
post the Instagram post.
One way to create posts ahead of time is by using drafts. Once you start creating a post, you can save it as a draft and share it later. Note that you will still have to publish the saved Draft.
1. Tap at the bottom of the screen, then take or upload a photo or video 2. Add effects, filters, a caption or your location 3. Go back to the filtering and editing step, then tap the back arrow in the top left 4. Select Save Draft at the bottom of the screen
Note: If you don't edit the post, tag people or add a caption or location, you won't be able to save the post as a draft.
To see posts you've saved as a draft, tap and then tap Library or Gallery. Posts will appear at the bottom of the screen below Drafts.
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Being Accessible on Instagram
o Keep flashing to a minimum
o If there is text within the image, put the same text in the body of the caption
o Make Hashtags accessible by capitalizing the first letter of each word, for example #AccessibilityRocks
o Enter Alt Text (Found in “Advance Settings”)
o Automatic alt text uses object recognition technology to provide a visual description of photos
for people with visual impairments. You can replace this text to provide a better description of
a photo. Keep in mind that this description will only be read if someone is using a screen reader
to access Instagram.
To see and edit alt text for a photo before you post it on Instagram:
1. Start by taking a photo or uploading an existing photo to Instagram. 2. Choose a filter and edit the image, then tap Next. 3. Tap Advanced Settings at the bottom of the screen. 4. Tap Write Alt Text. 5. Write your alt text in the box and tap Done (iOS) or Save (Android).
To change the alt text of a photo after you've already posted it on Instagram:
1. Go to the photo and tap (iOS) or (Android). 2. Tap Edit. 3. Tap Add Alt Text in the bottom right.
4. Write the alt text in the box and tap Done (iOS) or (Android).
Useful Instagram Tools
o HypeType – Allows you to add animated text to images
o CutStory – Cuts longer video into story-ready segments
o Clipomatic – Autogenerates captions to your videos (Be accessible!)
o Repost – Easily repost other user’s content to your own profile. Unlike other repost apps, this version is FREE
and does not require a watermark. Contact the SAMAC Web Content Coordinator to ensure you download the
correct app.
o Adobe Spark – Video and image templates
o Canva – Create graphics for stories and posts via a large template library
o Linktree/linkin.bio – Share multiple links at once via your bio link
UAB University Relations – Instagram Tips:
o Do not post flyers or graphics, frequently use Instagram Stories, be creative and use different features such as
Timelapse and Boomerang. Run contests to gain followers.
o Additional Resources: Instagram tips, strategy and guides
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PLATFORM OVERVIEW: Twitter
Twitter is a “different” type of social media platform; it is fast-paced and link heavy. Tweets should be sent out at least
3-5 times per day (including retweets). Does your department have a steady stream of information to share with
students? Evaluate your Twitter platform and assess if this is a necessary channel for your department.
Ideas of what to tweet:
o informational graphics
o photos of students
o photos of staff
Tweet Guidelines
o You have 280 characters available – that doesn’t mean you have to use them all
o Hashtags: Minimum one and maximum two per tweet
o Use only one exclamation point per tweet
o Tweets should always contain a link or an image/graphic.
o Leave people wanting more – encourage link clicks
o ALL links should be shortened using bit.ly or the Google Link Shortner.
o Do not post flyers or digital signs on Twitter
o Do not modify SAMAC provide graphics
Hashtags
Consider developing a hashtag specific to your department to use on all Instagram and Twitter posts.
Scheduling a Tweet
Twitter has a built-in feature called Tweet Deck that allows you to schedule tweets through their free platform.
To schedule a Tweet:
1. Sign in to your TweetDeck account and click the Tweet.
2. Confirm that the Twitter account you'd like to Tweet from is selected.
3. Compose your Tweet. Include an image or video with the Tweet by clicking Add images or video.
4. Click Schedule Tweet and select the date and time you’d like the Tweet posted.
5. Click Schedule Tweet at [date/time].
Being Accessible on Twitter
o Enter Alt Text (turn on Alt Text under the accessibility tab in settings) Twitter Alt Text Tutorial. (Twitter
has multiple tutorials for Alt Text. Use this link to see all tutorials: Twitter Accessibility Tutorials.)
o Make hashtags accessible by capitalizing the first letter of each word, example #AccessibilityRocks
o Enter hashtags and quotes at the end of your tweet
o After a link indicate if it is [PIC], [VIDEO], or [AUDIO]
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UAB University Relations – Twitter Tips:
o Use hashtags and mentions to widen reach/tap into trends, ask questions to encourage conversation. If your
department is hosting a speaker, consider doing a Live Tweeting event and contact the social media manager for
resources.
o Additional Resources: Twitter for Business
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Content Calendar
The best way to manage content across your social media platforms is using a content calendar. Using a content
calendar to schedule posts ensures that your posts are regularly scheduled and consistent. In the middle of a semester
when everything is busy, social media posts can often slip through the cracks. Scheduling removes the stress of feeling
as though, “I have to come up with a post for today!” and the panic of “Oh no, I haven’t posted on our Facebook page in
weeks.” Though this system, you’ll be empowered to schedule posts weeks, months and semesters in advance.
Content Calendars are also incredible useful for Departments who have multiple staff members on their social media
team. Each member can create content that they’re responsible for in one place.
Download a copy of the SAMAC Content Calendar template here.
Events
When your Department puts in a Marketing Request for an event, you will have the option to request a complete
promotional content calendar along with your other deliverables.
This content calendar will include social media posts for your event: posting schedule, copy, links and images. Your
Department’s category will determine if you are responsible for scheduling these posts.
SAMAC will coordinate with UAB University Relations to promote your event via the UAB Students Facebook page,
@UABStudents Twitter account, and @exploreuab Instagram account.
Story Coverage
At the time of your event, Departments are required to post event coverage to their Instagram/ Facebook story. You
should post a minimum of 10 story elements per event. We encourage Departments to utilize their Student Interns. If
no one from your Department is available to provide event coverage, please notify SAMAC at least two weeks in
advance and we will attempt to find a replacement based on staff availability.
Examples of what to post during an event:
o Countdown to the day of event
o “Are you coming?” poll to encourage participants
o Images/video of students participating in the event
o Boomerangs
o Posts using Instagram effects
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GRAPHICS & IMAGES
Profile Images
Per University Relations brand guidelines, all department profile pictures across all platforms MUST be a University
Relations-created logo. If you do not have a profile picture in one of the below styles, please contact SAMAC as soon as
possible.
Cover images must be the same across all Department platforms. For example, Departments should not have a Twitter
cover image that varies from the Facebook cover image. Pictures should obviously and clearly represent your
Department. Per University Relations guidelines, cover images should be UAB branded.
Do not modify SAMAC provided graphics.
Posts
All graphics posted to your Department social media platform must be created either by SAMAC, an official
Department graphic designer/student graphic designer or Canva.
Canva templates will unify UAB Student Affairs across social media platforms and across Departments. Social media
platforms also have constantly-changing rules about text on images; using Canva will ensure that your Department
adheres to these rules.
Contact your Marketing Specialist if you need access to your Department’s Canva account.
Do not modify SAMAC provided graphics.
If your Department regularly posts a specific type of graphic (e.g monthly themes, tips, etc.) please contact SAMAC via
the Marketing Request Form and we can create a template specifically suited for your Department’s needs.
Please note: Graphics have text or symbols added to an image. Images without text or symbols can be posted without
using Canva.
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Social Media Ads
Ads on social media are a great resource to reach your audience. If your Department provides SAMAC with a budget,
goals and an ideal timetable, we will create and manage your ads. Even the smallest budget can see great results and
make a change in student knowledge of your Department or event. At the conclusion of your campaign, we will provide
you with the analytics and results of your campaign.
If you are interested in running an ad for your Department, you MUST set up a meeting with the SAMAC Web Content
Coordinator to discuss goals, ideal outcomes, your ad copy and ad graphics/images.
Payments for social media ad will be managed by SAMAC. Your Department will receive an invoice for social media ads
for the previous month at the beginning of each month.
Here are some times you should consider promoting your Department:
o At the beginning of a semester
o Prior to a large event
o When new services are offered by your Department
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More Tips from UAB University Relations
Meltwater / Sprout Social
University Relations uses a platform called Meltwater Engage, a branded form of Sprout Social, for social media
scheduling and reporting. If your department is interested in buying into this platform for your social channels,
please email [email protected].
o Manage your social networks (Facebook, Twitter, Instagram and Linkedin) from a single platform. Work
as a team: assign tasks and messages to members of your team.
o Schedule posts on all social media channels in one platform. Use the integrated editorial calendar Target
posts by geolocation as well as channel.
o Monitor brand keywords, receive engagement reports, evaluate and analyze KPIs. Understand post
performance based on your brand's KPI's.
Best Practices for Students Helping Run Social Media at UAB
o Hold your student accountable
o Students are subject to the Academic Honor Code and Student Conduct Code.
o Give your student a voice document you have created for your department's social account. If there is
not one created, work together to create one that identifies appropriate content and visuals for your
department's social channel.
o Provide them with a list of simple do's and don'ts and be clear about what is not appropriate to post.
o Develop an approval process for posting.
o Provide the student with a template and give them examples of social posts that you have seen work
well.
General Content Strategy
o Develop a Voice Document for each of your social channels. Remember that each social media channel
requires a different content approach and tone of voice.
o Think about who you are trying to reach and why you would like to reach them.
o Define your aesthetic, audience, content, post frequency, and set engagement and follower goals.
o Track your goals by monitoring analytics on a monthly basis. Look at both high performing and low
performing posts to adjust your content strategy going forward.
o Create editorial calendar to keep track of upcoming events you would like to promote
o Think creatively about using content to tell your UAB story- videos, graphics, animations
o Mobile viewing: consider how your posts will look on a phone
o Ensure your posts are accurate. Correct any errors quickly and visibly and answer any questions.
o Keep your passwords/usernames in a confidential document in a place you can easily access. We
recommend Box, UAB's approved cloud storage platform. If you have a staff change, remember to change
any necessary passwords.
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RESOURCES
o University Relations Brand Toolkit
o SAMAC Resources and Templates (BOX)
o DSS Social Media Accessibility Guide
o SAMAC Content Calendar
o Canva
o Twitter for Business
o Facebook Blueprint
o Instagram Stories Guide
o Taking Photos for Social Media
o List of Social Media Definitions
o Hootsuite Platform Training – FREE