Social Media Best Practices
Social media is a great way to connect with students. It is important to use the
tools responsibly and to follow a few basic best practices when starting an official
WKU presence on a social media channel.
- Always use an official WKU logo. If you need to have an official logo signature created
for your page, please contact University Publications.
- Always identify your social media page as "official" and communicate officially through
your page (no Candy Crush or Farmville with your page please!)
Types of information to share
- Photos, videos, links to program information, news and event listings, links to your
- Contact information & hours of operation
Before you get started, here are some questions to consider:
What is the goal of my post/campaign?
Every post should have a clearly identifiable goal or purpose. As yourself what are
you trying to accomplish by posting this item. That will help you identify the best
media to use.
Who am I trying to reach?
Who is your audience and what are the chances they will see or engage with your message?
Different audiences use different social media tools in unique ways. Consider the
age and gender of your demographic when choosing which media will best suit your post/campaign.
Do I need to consider timing?
Is your post regarding a date-specific event? Time of year, time of day, and frequency
are important things to consider. If you are promoting an event, you don't want to
put it out there too soon, too late, or post too often. Again, different audiences
consume social content in different ways, so you will want to be sure to put your
message out there when they have the highest likelihood of seeing and engaging with
your message. This might mean scheduling posts late at night to reach students or
in the evenings to reach the adult demographic.
Does my website have a page devoted to providing more information about this post/event?
Providing a link where viewers can go to get additional information is key to any
successful social campaign. You can track click-thrus and visits to a webpage, helping
you to determine if your campaign was successful.
Does my campaign have a clear call-to-action?
What do you want people to do? Visit your website? Fill out an info request form?
Watch a video? Your post copy should include a clear CTA (call-to-action) that tells
the viewer exactly what you are wanting them to do.
Is my post sustainable?
Tips on social posts and engagement:
Posts that include photos or video content are 4x more likely to be clicked on and
Consider including a relevant image with your post.
If you are not responding to comments by your users, then you have missed a great
opportunity to connect with them. Not every comment warrants a response, but users
are usually pleased to hear from you, and if you establish a communicative style on
your page/presence, visitors will return.
Keep things light and positive.
If you need to take a more serious discussion offline, offer your visitor that option.
Offer customer service.
This is the single most important thing you should use your social presence for. Facebook
and Twitter in particular are great places to offer customer service. Offer to help
your viewers if they need it and be sure to take more serious discussions or any discussion
that could violate FERPA offline.
Consider your message.
This includes language you use and the way you put yourself out there. Will your visitors
understand your insider jargon or be offended by posts you intended to be humorous?
Remember, at WKU we have many audiences. Students, alumni, parents, donors, news
media, fans, even community leaders. Is your message appropriate for all of those
The average college students follows between 300 - 500 accounts on Twitter, so if
you do not post frequently, they will likely not see your post and miss your message.
Consider content, timing, and post multiple times per day.
Having trouble with engagement?
Just because your post does not have many likes, favorites, retweets or comments does
not mean people are not seeing it. Consider altering your messaging, visual content,
or timing to get more engagement, or reach out to WKU Web Services
for help to reach a wider audience.