Social Media Best Practices
Account managers managing official Snow College social media accounts are encouraged
to review the best practices below. If you don't have an official account, please
contact the Office of Marketing & Communications (OMC) to discuss your needs and options.
All new Snow College social media accounts will need to be approved by the OMC and
must have the OMC as an administrator for the account.
Social Media accounts include the following platforms; Facebook, Twitter, Instagram,
Pinterest, Snapchat, Google+, Google Hangouts, YouTube, Vine, Reddit, Whatsapp, Tumbler,
LinkedIn, Foursquare, Myspace, Xanga, and others.
Social Media is a means to inform and communicate with your audience about items they
are interested in, the ‘social' in this context is the activity of communicating between
you department/office and the public (students, parents, community, etc). Please understand
managing and keeping your social media account current and up-to-date is both a lot
of work and a requirement in operating an official Snow College social media account.
If you are not willing or able to maintain a resemblance of the best practices and
the quantity of postings listed here, please do not start a new account.
Every account representing Snow College in an official capacity must include ‘Snow
College,' or ‘Snow College Badgers' in its name. Any account using Snow College's
name in an unofficial capacity may be pulled down for not complying with College trademark
Best practices for Facebook
Once the page has been created:
- You don't have to post to Facebook every day, but aim for 3-7 posts a week. Develop
a content calendar to help guide your content.
- Don't link your Facebook and Twitter accounts. Each platform has its own target audience
- If you're managing Facebook from your phone, there is an app called Facebook Pages
Manager that allows you to separate your personal page from the one you manage.
- Engage in your posts. If someone asks a question in the comments, be active and respond.
You want to build a community with your audience. This goes for those who post on
your wall and privately message you. Facebook now publicly shares your response percentage,
so you want to try to keep up with your messages.
- Tag other approved accounts for amplification – including the main Snow College Facebook
- Avoid writing long posts. Facebook truncates long posts on the newsfeed and forces
readers to click “read more.”
- Facebook currently heavily favors video posts, but try photo posts, links, etc. Upload
videos directly to Facebook, even if the video lives elsewhere in YouTube. The autoplay
feature will help you gain views and reach.
- Each month, you should review your Facebook page analytics and viewership statistics. Look
for trends and allow data to drive your content strategy.
- Avatars and cover images are to be approved by OMC staff. Dimensions: 180 x 180 (avatar) and 851
x 315 (cover image).
Best practices for Twitter
Get started with these tips:
- The 160-character Twitter bio is your chance to tell the world about your department/office.
Include relevant hashtags and refer to the Snow College hashtag guide for direction. Add a location and website to direct users to find out more.
- Check your settings to see how often you'd like emails or notifications from Twitter.
Do you want to know when you have a new mention? New followers? Customize it to best
suit your needs.
- Create a content calendar with specific events and other things happening that you
want to keep track of throughout the month or year that you want to draw attention
- Figure out your voice. What kinds of things will you be tweeting about? Who do you
want to be? Localize large stories, tell your readers about relevant trends, etc.
- Posts that include photos or visuals are FOUR TIMES more likely to be clicked on and
viewed. Include relevant, quality images with your posts to enhance audience engagement
with your posts.
- You can Tweet as many as 2-3 times per day throughout the day - at different times.
If it's a tweet with pertinent information, try scheduling it several times throughout
the week at different times.
- Follow users who are tweeting about topics interesting to your account. If another
account has a tweet that you would like to share with your audience, retweet it. You
can ‘like' favorite tweets to show appreciation for the tweet.
- Engage with your audience. Ask questions and converse back and forth. Respond to questions.
Twitter is a two-way conversation tool, not a broadcasting tool.
- Review your analytics monthly using the free Twitter dashboard. You may begin to see
trends for posts your audience likes and doesn't like, and it will help drive your
The OMC can help you with your cover images, and must approve the image branding of
your Twitter account.
Best practices for Instagram
Get started with these tips:
- Instagram is one of the most frequently used social media platforms for students;
it's a platform for sharing images and short videos. Images of PDFs and posters are
not a best practice.
- First consider if you have enough visual content to warrant creating an Instagram
- Does your department have the resources to assign two account content producers (one
primary and one secondary) that are Snow College faculty/staff? If you can't provide
enough content, would it be better to submit content to the Snow College's main account
and it's followers? If yes, please refer to this form.
- Write a short bio that makes it clear you are affiliated with Snow College. Profile
photos are 110 x 110. Because of the small size of the photo, it is not recommended
that the photo has too much detail. However, don't use just the Snow College logo
as that is reserved for the main university account. Talk with the OMC if you need
an appropriate profile image for your account.
- Add a website to your bio if your organization has one.
Once you've created the account:
- Post only your best shot, not every shot. Post about two to three times a week and
no more than one a day unless it's a major event.
- Respond to comments on your photos. Replying to users' comments will increase the
quantity of your followers, and encourage activity and engagement between users.
- Use hashtags to increase discoverability of your photo by other Instagrammers. Always
search hashtags first to make sure they're appropriate and ones others are using.
Refer to Snow College's official hashtag guide.
- Use filters sparingly. If it's a more serious post, we suggest forgoing a filter altogether.
- To delete comments or modify what you wrote: Go to Comments and swipe left-to-right
to activate the delete button.
- To use photos from your camera roll, select “library” when posting. To take a photo
within the Instagram app, select “photo” when posting.
- Do not use any photos you didn't take yourself or have permission to use.
The OMC can help you with your profile images, and must approve the image branding
of your Instagram account.
If you are managing multiple social media accounts or have a need to schedule posts
in advance, consider using a Hootsuite account to manage your posts and if you manage
multiple social media accounts in your department.