University Resources

University Marketing and Communications Social Media Guidelines

Guidelines for Social Media Managers

Additional Resources: UMAC Wiki

Social Media Directory

School of Architecture Official Channels

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University Resources

University Marketing and Communications Social Media Guidelines

Guidelines for Social Media Managers

Additional Resources: UMAC Wiki

Back to Top

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Social Media Tips

Planning & Social Media Strategy

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Elements of a Social Media StrategyA social media strategy is the first step in a successful social media presence.  Here are the steps you need to consider when creating your strategy.

Identify Resources:Social media is a dynamic form of communication and requires regular updating. Identify who will oversee, update, and monitor your account, and record log-in credentials and a list of administrators to ensure continuity of access.

Develop Goals: Program and unit social media goals should align with the mission and goals of UTSOA and the university. 

Identify Your Audience:Social media reaches a broad group of people, but it is also important to reach the people who would most benefit from the information you are sharing. Your target audience will guide your content, tone, choice of social media platforms, and success metrics.

Identify Your Platform: Determining your target audience and goals will help you determine which social media platform is the best fit. Each social media platform is unique in use, audience, and content type. 

Create an Initial Content Strategy:Content should help you achieve your social media goals, whether those are broad goals like increasing awareness or more specific goals like promoting an event. It is also important to post on a consistent basis. Content calendars and content planning tools are recommended, so you can plan content in advance rather than having to come up with it on the spot. Here is a sample content calendar.

Promote Your SocialMedia Effortsand Create Engagement:

• Coordinate with UTSOA communications to share news of your page with the greater UTSOA community
• Use UTSOA, university, and other hashtags to connect your audience to related topics of interest
• Tag @UTSOA toillustrate affiliation with the school and drive traffic to our central accounts.
• Follow other university accounts and appropriate external accounts.
• Foster relationships with partners, organizations, and media outlets by tagging their official handles in relevant posts.Using @mentions and tagging accountsalertsusers about postsrelated to them and encourages sharing, which, in turn, broadens our reach and increases engagement

Measure Your Success:Regularly reviewing your page and post analytics is important in determining whether your social media is effective. Monthly or quarterly reporting will help you determine what steps you may need to take to increase reach and engagement. Consider questions like: How many people are you reaching? Are people engaging with your content? Do certain messages create more interaction than others? If so, what can you learn from that? Is one platform outperforming the other?

Sustaining Your Efforts:Social media pages arenottypicallyusedas atemporary means of communication. Consider long-term sustainability when developing your strategy. What are the long-term goals? Are there resources to continue for an extendedperiod?

Policy Considerations

Accessibility: All university-managed social media sites should meet the university’s Web Accessibility Policy. University pages on third-party social media sites should make the best effort to follow web accessibility guidelines. For tipsto help ensure accessibility,visit this page.

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