Best Practices

These recommendations are meant to increase the maximum effectiveness of Texas State’s social media accounts and encourage a consistent, flexible style.

The university’s Editorial Style Guide will also be useful when writing for social media, as will our social media brand guidelines.

FREQUENCY OF POSTS

Facebook: At least 3 times a week. No more than 3 posts per day. 

Twitter: At least once a day, not including replies. Space posts out by at least 30 minutes.

Instagram: At least once a week. For maximum engagement, posting at least every 2-3 days is recommended. Do not post more than 2 times per day on your Instagram feed, instead utilize Instagram Stories for extra posts. If you have multiple photos you want to share, take advantage of Instagram's carousels, which allow you to post up to 10 photos and videos at one time. 

DON'T SPAM 

Don't post repetitive content frequently.

MOBILE POSTS

Be careful when posting from your phone in order to avoid typos. Always take an extra moment to look over your post again. Whenever possible, get someone else to review your post before sending it.

QR CODES AND URL SHORTENERS

Do not post QR codes on social media. QR codes are not effective online. Use links instead. While using a URL shortener will not give you more characters on a Twitter post, it transforms long links into shorter, more manageable ones. 

ITAC provides a free resource to create a vanity/short URL for txstate.edu sites.

VISUALS 

The use of photos and videos are highly encouraged to increase engagement and share-ability. Posts with only copy will not reach as many people because there is nothing to catch their eye with. 

Images and videos used on social media should follow accessibility best practices. When text is used on a graphic, limit the amount of copy and use color combinations that meet color contrast requirements. Alt text should be added to images whenever possible. Videos should have captions.

EVENTS 

Events can be covered in a number of different ways. If you are focusing on increasing attendance and participation, promoting your event ahead of time is encouraged. 

Talking about events as they happen makes your account more engaging and enriches your content. Some suggestions for covering live events include streaming your event live via Facebook LIVE, Instagram LIVE, or YouTube LIVE. Live videos can consist of a stationary camera or they can incorporate a moving camera with a directorial strategy that tells a story by showing the audience what you want them to see or by verbally explaining to them what they are seeing.   

Whichever strategy you use for live videos, keep your audience engaged by continuing to provide purposeful content. 

If you are interested in covering an event live but want to have more control over what is being captured, Snapchat and Instagram Stories are excellent tools. 

Collect high-quality photos during your event so you can post those photos live or at a later time. Talking about events afterward helps increase brand awareness and is an alternative to posting live if you are unable post while the event is ongoing or you need more information to make your post more impactful. 

Instagram is great for visually showing your audience what your brand is about. There are many strategies that work on this platform. Some strategies include only sharing photos with no text, incorporating your school colors, and reposting photos from other accounts.

The @txst Instagram has adopted the strategy of only using high-quality photos and videos with minimal (light leak treatment only) to no filters. Our strategy also includes showcasing a mix of abstract architecture, close-ups of student life and photos showcasing the campus grounds. 

There are no character limits on Instagram, but brevity is encouraged. Follow the Editorial Style Guide when writing posts. Please review UPPS 06.05.05 for all social media policies, including account access and setup. Because Instagram is a highly visual platform, it is especially important that all images posted meet accessibility standards. Images with text should use color combinations that meet color contrast requirements. Alt text should be added to images on Instagram whenever possible.

Features

Instagram Live — Add guests to livestreams

Instagram Stories and Highlights

IGTV

Reels

Instagram Story Link Stickers - open to all accounts now

Avatars

When creating avatars for social media, we recommend using the following guidelines and templates to help your page present a recognizable TXST identity and voice of authority. 
Avatar guidelines:

• Use the avatar to clearly identify your unit as the owner of the page.
• Use expressive photos or illustrations for cover images or headers.
• Use the acronym “TXST” and the name of your unit in bold. If your unit name is too long for the avatar for legibility please use the appropriate abbreviation. (Your full name must be present in your account name or bio.)
• Maroon backgrounds are reserved for the main TXST social media channels.
• Please do not use a TXST logo or University Seal in your avatar. The TXST logo is reserved for the main TXST social media channels. The SuperCat logo is reserved for Athletics social media channels and permission to utilize that logo must be requested through Athletics.

Hashtags

Hashtags are meant to group similar photos into categories so they are easily searchable. Incorporating a few popular hashtags in your post is encouraged. If you have more than a few, you can comment on your own photo to add more hashtags. Only focus on relevant and popular hashtags. Before using a trending hashtag, make sure you understand how the hashtag is being used and if Instagram posts using that hashtag are appropriate for your audience.

Use approved hashtags. Using the correct hashtags will maximize the reach and effectiveness of your Instagram post.

When creating a hashtag for an event, be sure that it contains a connection to the university. 

Links

You can't include clickable links in the captions of normal Instagram feed posts, but that doesn't mean that post captions are useless! You can still use them to get users' attention, share extracts from your content, and extend your reach with carefully selected hashtags.

Our best recommendation is to make your "link in bio" go to the main Texas State website associated with your organization. Learn more about how to share links on Instagram.

Instagram rolled out the official link sticker for Instagram Stories to all accounts starting in October 2021. All university channels are able to share a link within their stories now. 

Reposts

If you see a photo you’d like to share, contact the person who posted the photo and ask them for permission to use the photo. Always credit the original user.

Instagram automatically sizes your videos to fit the screen. If you are sharing a video that is wider or taller than the auto fit, press the "Expand" icon (two outward facing arrows) in the bottom left-hand corner of the photo once you've selected it.

When sharing videos on Instagram, keep in mind that you are able to control what the still image will look like. This still image is seen before your video plays and as a square on your profile page. Simply select "Cover" on the bottom right of the "Filter, Trim, Cover" screen to choose what part in the video you want to be displayed first (Cover). 

Adding a Location

Instagram Location is a great (and easy) way to make sure you're being found by high-value followers and connected to the larger university community. Every day, thousands of people browse through Instagram location-tagged posts to look for content they like and accounts to follow. Instagram has slowly made their location features more and more powerful over the last year.

Locations on campus:

Giphys and Stickers in Instagram Stories

University Marketing maintains the official university giphy account. You can find the general brand and TXST stickers that can be used on Instagram Stories, TikToks, or download to use in tweets or replies as you need. Stickers/giphys currently include: Boko, graduation, alumni, RRC, and more!

Twitter, now known as X, is a great tool for relaying messages in a timely manner because it is made up of tweets displayed in a reverse chronological order in your feed.

Twitter's character limit is 280, but it is still important to be succinct in your messaging. 

You’re encouraged to follow the university’s Editorial Style Guide when possible, but Twitter’s character limit means some of these rules are flexible. Refer to our social media style guide for more specific writing guidelines. Please review UPPS 06.05.05 for all social media policies, including account access and setup.

Features

Live Videos

Repost or Quote Repost

Twitter Lists

Cover Images and Avatars

When creating avatars for social media, we recommend using the following guidelines and templates to help your page present a recognizable TXST identity and voice of authority. 
Avatar guidelines:

• Use the avatar to clearly identify your unit as the owner of the page.
• Use expressive photos or illustrations for cover images or headers.
• Use the acronym “TXST” and the name of your unit in bold. If your unit name is too long for the avatar for legibility please use the appropriate abbreviation. (Your full name must be present in your account name or bio.)
• Maroon backgrounds are reserved for the main TXST social media channels.
• Please do not use a TXST logo or University Seal in your avatar. The TXST logo is reserved for the main TXST social media channels. The SuperCat logo is reserved for Athletics social media channels and permission to utilize that logo must be requested through Athletics.

If you have a uniquely designed logo approved by the University Marketing (ex. McCoy College of Business) you may opt out of the system avatars. For more details on institutional logos and brand assets please review our Logos and Guidelines.

Hashtags

Hashtags are meant to group posts with similar content into categories so they are easily searchable.

Use approved hashtags. Using the correct hashtags will maximize the reach and effectiveness of your tweet.

When creating a hashtag for an event, be sure that it contains a connection to the university. 

Before using a trending hashtag, make sure you understand how the hashtag is being used and if tweets using that hashtag are appropriate for your audience. A quick search in Twitter will help gauge how others are using the hashtag.

Try to use hashtags in an organic way whenever possible, but it is OK to tag them at the end of your tweet if you need to reach a certain audience.

Media

When attaching any kind of media to a tweet, including but not limited to images, GIFs, and videos, they need to follow accessibility guidelines. Images with text should use color combinations that meet color contrast requirements. Alt text should always be added to images and GIFs on Twitter. Remember that any video attached to a tweet must have captions within the video!

Links

Use URL shorteners such as bit.ly or those built into platforms such as Hootsuite to shorten links.

While including a link is almost mandatory to convey a full story, use all the characters available to summarize the main point of what you are linking to. Do not use an ellipsis to end a tweet if you do not have enough characters.

Additionally, ITAC provides a free service to create vanity/short URLs for txstate.edu sites. For example, go.txstate.edu/familia links to https://www.admissions.txstate.edu/future-students/padres-y-familia. You can request to shorten a site URL online.

Mentions

Mention active user accounts whenever possible in place of the organization’s name, such as @KTSW_899 instead of KTSW 89.9.

Replies

You can start a tweet with @username and your followers will see it, but replies are still semi-private.

Be familiar with how @replies work.

It is not necessary to put a period at the beginning of every @reply.

Reposts/Quote Reposts

You’re encouraged to repost content from other official Texas State University accounts to share university news and events.

• Be careful what you rrepost. A rrepost, especially from a university account, is seen as an endorsement.
• Before reposting, take a look at the user’s handle. If the handle is suggestive or otherwise inappropriate, do not repost.

Analytics

Use Twitter’s analytic tools or Hootsuite to track the success of your Page or Ad campaign. You will also gain insight into your audience and which posts do well.

Following

Following other accounts, just like reposting, is a form of endorsement. Who you follow should be a resource for yourself and/or your followers. Be sure to follow all the TXST affiliated accounts found on our directory!

Texas State is a public institution and must abide by certain rules. It's important that you keep the following policies in mind while maintaining your account. All social media accounts must follow UPPS No. 06.05.05.

Account Setup

Review our New Account Setup page for account setup and security requirements.

Accounts should follow all guidelines and best practices on this site as well as the university's brand and visual guidelines.

Administrators must ensure accounts represent the units for which they were created and should not try to represent the university as a whole.

Monitor Accounts

Accounts must monitor and moderate comments. You may include Texas State's commenting policy on relevant pages.

Texas State encourages discussion, questions, and criticism but asks that you keep your comments and posts relevant and respectful. We may remove any post or ban anyone who violates these guidelines. We will not tolerate personal attacks, inappropriate language, racism, and spamming. Texas State reserves the right to remove posts advertising commercial products as well as posts that are inaccurate or that violate the channel's terms of service.

Reporting Alarming Information

Threats of violence

If you see a worrisome post involving threats of violence, or if a post is brought to your attention in a direct message, contact the Texas State University Police Department. To report an emergency or crime in progress, call 911.

Student conduct

For posts involving potential violations of the code of student conduct, administrators must contact the Dean of Students Office.

Sexual misconduct

If someone reports a violation of the sexual misconduct policy, administrators must contact the Title IX coordinator. 

All reporting obligations that apply to faculty and staff offline, apply on social media. 

Report It

Texas State is committed to providing a safe and supportive environment for all members of our community. Additional resources for reporting can be found on our Report It site.

Keep Accounts Active

Accounts should be kept current. Any Texas State social media sites with no activity for 90 days or more should be inactivated. 

Personal activity

Administrators cannot conduct any personal activity under the guise of official accounts.

Protect Private Information

Social media administrators must protect private and confidential information and abide by the Family Educational Rights and Privacy Act (FERPA) and Health Insurance Portability and Accountability Act of 1996 (HIPAA).

This is especially important in dealing with students who post questions online about their educational circumstances (e.g., “Did my credits transfer?”). Social media administrators must direct such questions to appropriate, official channels (i.e., email or phone). Direct messages are not an appropriate place to discuss confidential information. 

Your Content is Public

Social media content, including posts, comments, messages, and replies, are available to the public and reflect on Texas State University.

While we encourage you to interact with the community, you should not conduct official business (e.g., anything involving confidential student, faculty, or staff information) on social media accounts. Refer official business through official administrative channels such as email.

Social media is always evolving and changing. Social media account administrators should attempt to keep content on their accounts for two years to meet ADM320 General Correspondence records retention requirements.

Obey Copyright Law

Social media administrators are expected to follow all copyright and intellectual property laws when posting to any social network. Always get permission to use copyrighted material, and always give credit for the material. UPPS 01.04.27 contains a detailed description of this policy.

Make Content Accessible

Texas State strives to make content accessible to all users, and we must adhere to ADA (Americans with Disabilities Act) standards. In order to achieve this, descriptive text must be applied to video and images when possible. 

Add alt text to photos

Alternative text describes images to individuals who are unable to see them. Learn more about using and writing alt text on Texas State’s Digital Accessibility site.

The process for adding alt text to images varies by platform. Refer to each platform's help site to learn more.

• Twitter
• LinkedIn
• Instagram
• Facebook
• Threads

Add captions to videos

Captions are essential for ensuring your video is accessible to students, faculty, staff, and members of the public who are deaf or hard of hearing. Learn more about video captioning:

• Digital Accessibility: Captioning and Transcription
• Captioning in YuJa, the University's Video Platform

Each social media platform has different capabilities when it comes to captioning: 

• Facebook allows you to add a video captioning file, called an .SRT file, to videos that are uploaded. Keep in mind that although Facebook allows for auto-captioning, they are not always correct and must be double-checked for errors. 
• Twitter allows you to upload an .SRT subtitle file for a video via Twitter Media on desktop before creating a device. You can also do this through a mobile device. 
• Instagram allows you to upload an .SRT file for video captions for an ad or IGTV only. Reels and Stories have an auto-caption option which is not always accurate. These should be double-checked for any vulgar or misspelled words before posting.  
• Snapchat does not support captions natively. 

Register Your Accounts

All social media accounts associated with Texas State University must be registered with University Marketing. This registration process includes providing a list of current names and emails for the individuals that manage each social media channel. Please fill out our registration form. 

Social Directory Listing Criteria

If you would like to appear within the social media directory, an account must meet all of the following criteria:

• Registered with the Division of Marketing and Communications
• Only follow accounts relevant to Texas State or groups related to their institutional purpose
• Post content on weekly basis
• Contain content relevant to the Texas State community
• Include a link to the unit's official webpage
• Provide up-to-date contact information
• Feature a relevant and appropriate profile and cover photo
• Engage followers in the form of likes, retweets, comments, etc.
• Represent a university unit such as a college, department, office or center; student organizations will not be listed on the directory

If you have questions regarding these requirements, please contact us.

Reporting Fake Accounts

Facebook

If you have a Facebook account and want to report someone that's pretending to be you or someone you know:

1. Go to the profile of the impersonating account
2. If you can't find it, try searching for the name used on the profile or asking your friends if they can send you a link to it.
3. Click "..." on the cover photo and select Report
4. Follow the on-screen instructions for impersonation to file a report

Twitter

Report an account for impersonation.

Instagram

Report an account for impersonation.

Terms of Service

Social media sites are third party sites and have terms of service and policies that are not governed by the university or the State of Texas. These third party sites are not official Texas State websites, and the third party's website terms of service and policies apply.