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Social Media Best Practices (All Platforms)
Before You Start
Don’t open more social media accounts than you can manage. Posting and responding regularly is time consuming, and not posting or responding can be damaging to your image.
Select the social media platform(s) that best match your need. For example, Twitter is an effective platform for connecting with business and professional clients, academics and researchers, and journalists who might benefit from your expertise. Facebook is an effective platform for connecting with friends and fans, and gaining new ones through promoted posts and ads. There are many online guides, like this one, that can assist you in choosing the most appropriate platform(s).
Create the account(s) using a unit/department email and generic name, rather than your personal information. For example, our accounts are often administered by Mr. Gios Web with the email address firstname.lastname@example.org. In some cases, you can then add your personal account as an administrator of your unit/department account(s).
Please make sure we have the login/password information for your account(s), in case of a social media emergency.
Ensure that your account includes keywords associated with your unit/department and that its full name is in the description so that you can be found easily.
Include a link to your website in your profile.
Use attractive, quality profile photos that meet the platform’s dimension requirements (the platform’s help center is the most current source of this information).
Post in your own style, but remember we are a public academic institution. Spelling counts, and be careful about advocacy. We don’t want to take a stance on something, unless it’s to say “research has shown XYZ,” or better, “OUR research has shown XYZ.” Also, be cautious about promoting the accomplishments of your/ASU’s competitors. Michael Crow is watching.
Write your posts in batches (instead of one at a time).
Upload said posts to a scheduling tool, if possible. Some platforms, such as Facebook, offer in-house scheduling.
Promote and link to current or evergreen blog content to drive traffic to your website.
Include photos in posts when possible, ensuring they are of quality and meet the platform’s dimension requirements (the platform’s help center is the most current source of this information).
Seize opportunities to engage, unless a follower is antagonistic (in which case, don’t engage!)
Share posts by journalists, clients/prospective clients, top experts and others you want to engage. Share science news. Be social.
Use in-house analytics (Twitter and Facebook both provide this service) to better understand your audience and craft your content accordingly.