Social Media Best Practices

Questions to Consider Before Setting Up a Social Media Presence

Do I need social media?

Social media is a great tool that can connect, inform, and engage people on your page. Sometimes, however, it may not be the best way to distribute your information.

Do I have enough content to support for at least two months?

In order for social media to work, a steady, consistent activity is needed. One of the worst things is creating a social media page and after a few weeks, the account goes completely silent. Here are some important things you should outline:

• Type of content on each platform (photo, video, link, share/retweet, comment, engagement, etc.)
• Who is your target audience? Students, parents, faculty, staff, community
• What are you trying to say? Focus on your messaging and points you want to get across

Do I have the time/resources to manage and maintain?

Social media in many cases is a full-time job. It’s imperative to dedicate time each week to schedule posts, engage and interact with followers, and share content.

Is social media the best way to reach your audience?

There might be more effective ways to reach your audience. Consider different channels you already have access to that can distribute your message.

Which platforms are right for my content?

It’s not always necessary to have a Facebook, Twitter, Snapchat, and Instagram page. Having four social media platforms means they all need to be managed, monitored, and have consistent content for long-term sustainability.

Items to consider

Be responsible for what you write and always be accurate

Make sure that you have all the facts before you post. Verify information with a source first so you don’t have to post a correction or retraction after the fact. Always cite and link to your source(s) when possible and/or needed.

Consider your audience

1. When you’re on Facebook, Twitter, etc., remember that your readers can be current students, faculty and staff, as well as potential students and alumni.
2. Social media spans over the traditional boundaries between professional and personal relationships.
3. Always be aware of your social media account’s privacy settings to avoid sharing personal information.
4. Remember to carefully choose your profile photo and/or avatars.

Sustainable content = longevity and growth

Make sure to have at least 2 months’ worth of content planned out before activating your social media account.

Exercise good judgement

• Always refrain from comments that can be interpreted as slurs, demeaning, inflammatory, etc.
• Refrain from reporting, speculating, discussing or giving any opinions on University topics that could be considered sensitive or disparaging. As a rule, avoid speculating on internal policies or operations.

Think before you post

• Social media is never private. Remember that search engines can turn up posts years later.

Ask for permission to use the University’s logo

• If you would like to use the University’s seal or logo for your social media site, you must request permission first by email to socialmedia@sacredheart.edu.

Social Media Tools

There are a number of tools to help you succeed in social media; some are free. Tools that are recommended by SHU:

• Tweetdeck
  This can be used to monitor and schedule tweets for Twitter.
• Hootsuite
  Hootsuite is a tool used to schedule posts across several platforms such as Facebook, Twitter, and Instagram
• Canva
  Canva is a great resource to create posts, posters, social media banners/profile photos, and more. It’s very straightforward design makes it easy to drag-and- drop information and photos to create a solid design.
• www.bitly.com
  Have a link that’s too long to post on your social media? Bitly takes longform links and makes it smaller so that you go from https://www.sacredheart.edu/admissions--aid/undergraduate- admissions/admitted-students/ to https://bit.ly/2RzhoOd 
• Sacred Heart University PhotoShelter
  Need photos of events, buildings, facilities, or students? Photoshelter is the official University database of all photos, old and new.
• Social media tips and advice
  Social media marketing tips for every platform

Frequency of posts

Different platforms require different levels of attention and posting. Posting 3 times a day can work for Twitter, for example, but it won’t work well on Facebook or Instagram. Here are some suggested posting frequencies for one week:

• Facebook: 2-3 times per week
• Twitter: anywhere from 1 time per day to 3-5 times per week
• Instagram: 3-4 times per week
  • Instagram stories: unlimited!

Final Thoughts

Remember that you are your social media platform’s best asset. There are plenty of tools out there to help you post, but the more effort you put into maintaining your page or handle, the better results you will get.

Building a following and audience takes time. The important thing to do is to stick with it and continue to post consistently. As a University, we want to help promote your pages, events, photos, etc. Use the official social media handles to tag us in posts for a chance to have it posted on the SHU pages.

If you have any questions about posting content on a social page, using your account or best practices, please contact socialmedia@sacredheart.edu.

We strongly encourage you to meet with the social team in the Department of Marketing & Communications regarding questions and best social media practices.

Social Media Training Courses

Interested in learning about social media, best practices, how to effectively run a page, and more? 

Contact us about an upcoming social media training course at socialmedia@sacredheart.edu.

Because of the ever-evolving nature of social media, these policies and guidelines are subject to revision by the Department of Marketing & Communications.