Things to consider
- Do not just recycle: When a brand has multiple social channels, it can be easy to post the same thing on each word for word. This can look messy and can be problematic for character limits. Try to curate for each platform and rewrite copy to suit the platform better. Add/remove hashtags accordingly.
- Specifications: On a more technical level, each social platform has its own specifications for branding assets (i.e. profile picture and cover photos). Ensure all assets, images and video pushed out from this medium follow the correct channel specifications. (see below for more information on channel specifications).
- Use analytics: Setting measurable goals and tracking progress is essential to success with social media marketing. Platforms provide their own comprehensive analytics programs.
Before you post
Use the below checklist before you post:
|✅ Spelling and grammar are correct|
|✅ Is within ideal word/character count|
|✅ Assets are sized correctly|
|✅ Is this approved? Do I have the correct permission?|
|✅ Content is relevant to the University|
|✅ Content is not offensive, personal, inappropriate nor obscene|
|✅ Information is accurate|
|✅ Tags are correct|
|✅ Correct URL is added|
|✅ Hashtags (if applicable) are relevant|
|✅ Tone is suitable to medium|
|✅ No persons are singled out (i.e. students)|
|✅ Are analytics enabled (if applicable)|
|✅ Call to action (CTA) clear|
|✅ Is now the ideal time to post?|
Setting up a University account
The University has a number of core corporate social media accounts and profiles used to connect with priority audiences, managed by the Marketing and Communications team. They are the central, official representations of the University on social media.
However, we know that social media can help our Schools and professional teams achieve important objectives, showcase their successes, engage niche audiences and create a more bespoke dialogue with them. Where this is the case, Schools and professional teams may wish to create their own accounts, on behalf of the University.
Setting up a social media account itself is easy, but managing and maintaining it takes time and resource. Creating an account and starting to build an audience is a commitment that you will continue to post, engage and respond. It is better to not have an account at all, than one that is inactive or unresponsive.
If you are thinking about setting up a new social media account on behalf of your School or team, we recommend giving consideration to the following:
- Think about what you’re trying to achieve, and make your objectives measurable
- Is social media the best way to achieve your goals?
- Do you need to set up a new account, or can the activity you’re planning take place through other existing and established social media accounts?
- How does setting up this account and the activity you’re planning support wider University goals?
- Have you created a clear plan, thinking about how you will sustain activity to ensure a constant flow of content, and how you will make sure enquiries and questions are responded to accurately and in a timely manner?
- Is your line manager in support of setting up a new account?
Marketing and Communications can best support those managing social media on behalf of the University with ongoing consultancy and ad hoc advice, if they have visibility when new accounts are set up. Therefore, if you run through the checklist above and feel there is a clear case for setting up a new account, please email email@example.com.
Use of personal social media accounts
- Staff and academics associating and engaging with the university as a brand endorser should be highly encouraged. They should be educated in order to be empowered.
- For more high-profile research piece, you may want to direct them to the 'Things to consider' checklist before posting.
- Employees should not act as a spokesperson, they should not speak on behalf of the company nor respond to any customer inquiries or comments. Employees may consider adding a disclaimer to their social media accounts stating that their thoughts are their own.
- Employee's should also not 'break news' for the University, this should be done by the main corporate accounts and then encouraged to be shared by professional accounts. PR is the first contact for this.
- Always be respectful, polite and patient when engaging in conversations. Avoid speaking on matters outside your field of expertise.
- If referencing anything sensitive, consider seeking a second opinion.
- Manage login and account information responsibly. Keep account information private, particularly on public access computers.
- One of the best things you can do to safeguard yourself, as well as the University, is to add a disclaimer to your social media accounts. Examples can include simple statements, such as “All views/posts are my own”.
- When posting, consider copyright laws and ensure you are operating within these.
- Retweeting, sharing and liking the University's content is one of the best and simplest ways for personal accounts to promote the brand. This should be highly encouraged.
- To share on Facebook, click 'share' next to the arrow in the bottom right corner. After this click 'share now (Friends)' or 'write a message' to add your own copy.
- To retweet, click the 2nd icon in the bottom, which looks like two arrows making a circle.
- To share on LinkedIn, click the 3rd icon in the bottom, which looks like an arrow next to the word 'share'. Then write copy optionally and select 'post'.
- To share on Instagram, click the paper aeroplane and click 'share to direct'.