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Best Practices: Social Media


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 website
  • Contact information & hours of operation

Before you get started, here are some questions to consider:

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 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.

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.

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.

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.

Will you be posting this information over time as a campaign strategy, or would it be better served as a post from an institutional account? WKU Public Affairs is happy to help you spread the word about events and information.  Visit http://www.wku.edu/mediarelations/pr_guide.php to learn more, or email  webservices@wku.edu

Tips on social posts and engagement:

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.

Posts that include photos or video content are 4x more likely to be clicked on and viewed.

If you need to take a more serious discussion offline, offer your visitor that option.

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.

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 audiences?

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.

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. 
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            [pubDate] => 2018-02-27
            [date] => 2018-02-27
            [description] => This is the final entry in our blog series on improving web content in 2018. If you missed any of the previous posts, check them out on our main WKU Social blog. Over the past few weeks, we’ve shared ways to make your web content shine. We’ve covered the importance of great content, what students
            [summary] => This is the final entry in our blog series on improving web content in 2018. If you missed any of the previous posts, check them out on our main WKU Social blog. Over the past few weeks, we’ve shared ways to make your web content shine. We’ve covered the importance of great content, what students
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            [pubDate] => 2018-02-13
            [date] => 2018-02-13
            [description] => This is the third post in our blog series on improving web content in 2018. If you haven’t already, go back and read our content marketing overview and learn what content needs to be on your site. Your website is the key marketing tool for recruiting students to attend WKU. However, research shows users only
            [summary] => This is the third post in our blog series on improving web content in 2018. If you haven’t already, go back and read our content marketing overview and learn what content needs to be on your site. Your website is the key marketing tool for recruiting students to attend WKU. However, research shows users only
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            [comments] => https://wkusocial.blog.wku.edu/2018/02/06/web-series-2/#respond
            [pubDate] => 2018-02-06
            [date] => 2018-02-06
            [description] => This is the second post in our blog series on improving web content in 2018. If you missed the first post, read it here. Last week, we discussed why it is important for every department to have strong web content. Websites are the top way prospective students learn about a university or a program, and
            [summary] => This is the second post in our blog series on improving web content in 2018. If you missed the first post, read it here. Last week, we discussed why it is important for every department to have strong web content. Websites are the top way prospective students learn about a university or a program, and
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            [comments] => https://wkusocial.blog.wku.edu/2018/01/29/web-series-1/#respond
            [pubDate] => 2018-01-29
            [date] => 2018-01-29
            [description] => 2018 is shaping up to be a great year for digital marketing efforts at WKU. One of our biggest projects this year is transitioning interior websites on wku.edu into a new template format. We are excited about this new layout, not only for the improved visual appeal and additional capabilities made available in the template,
            [summary] => 2018 is shaping up to be a great year for digital marketing efforts at WKU. One of our biggest projects this year is transitioning interior websites on wku.edu into a new template format. We are excited about this new layout, not only for the improved visual appeal and additional capabilities made available in the template,
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            [pubDate] => 2016-09-06
            [date] => 2016-09-06
            [description] => Facebook Live debuted in April of 2016, and the company has been rolling out its feature for users and pages ever since. In a nutshell, “going live” on Facebook allows you to share a video feed in real time to your Facebook account or page. After the broadcast is finished, the video will be saved
            [summary] => Facebook Live debuted in April of 2016, and the company has been rolling out its feature for users and pages ever since. In a nutshell, “going live” on Facebook allows you to share a video feed in real time to your Facebook account or page. After the broadcast is finished, the video will be saved
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            [title] => Snapchat: How YOU Can Make the Most of the Popular Platform
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            [comments] => https://wkusocial.blog.wku.edu/2016/08/26/snapchat-how-you-can-make-the-most-of-the-popular-platform/#respond
            [pubDate] => 2016-08-26
            [date] => 2016-08-26
            [description] => As social media marketers, we love trying the latest and greatest social media trends. Then right after we finally master them, the masses have moved on to something else. A year ago, Snapchat was on the list of apps that had questionable staying power. However, current research is showing us that Snapchat is here to
            [summary] => As social media marketers, we love trying the latest and greatest social media trends. Then right after we finally master them, the masses have moved on to something else. A year ago, Snapchat was on the list of apps that had questionable staying power. However, current research is showing us that Snapchat is here to
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    [6] => Array
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            [title] => Preparing for a New Academic Year with Instagram
            [link] => https://wkusocial.blog.wku.edu/2016/08/25/preparing-for-a-new-academic-year-with-instagram/
            [comments] => https://wkusocial.blog.wku.edu/2016/08/25/preparing-for-a-new-academic-year-with-instagram/#respond
            [pubDate] => 2016-08-25
            [date] => 2016-08-25
            [description] => Here in higher education, a new academic year can mean a fresh start for many things.  Perhaps you have implemented new programs, hired new employees or students, or maybe you are just looking for a fresh start with a new focus.  Whatever the case may be, now is a great time to put those changes into
            [summary] => Here in higher education, a new academic year can mean a fresh start for many things.  Perhaps you have implemented new programs, hired new employees or students, or maybe you are just looking for a fresh start with a new focus.  Whatever the case may be, now is a great time to put those changes into
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    [7] => Array
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            [title] => Visuals: Optimizing Images for the Greatest Impact on Social
            [link] => https://wkusocial.blog.wku.edu/2016/03/31/image-resizing/
            [comments] => https://wkusocial.blog.wku.edu/2016/03/31/image-resizing/#respond
            [pubDate] => 2016-03-31
            [date] => 2016-03-31
            [description] => We’ve mentioned before that including an image in your social media posts can increase engagement up to 400%. People are visual creatures! Images and graphics allow you to appeal to that visual nature. One problem our clients run into often is sizing and resizing images. How do you know what sizes to use? What steps
            [summary] => We’ve mentioned before that including an image in your social media posts can increase engagement up to 400%. People are visual creatures! Images and graphics allow you to appeal to that visual nature. One problem our clients run into often is sizing and resizing images. How do you know what sizes to use? What steps
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    [8] => Array
        (
            [title] => Twitter 101: Social Media Council Meeting, Part III
            [link] => https://wkusocial.blog.wku.edu/2016/02/29/twitter-101/
            [comments] => https://wkusocial.blog.wku.edu/2016/02/29/twitter-101/#respond
            [pubDate] => 2016-02-29
            [date] => 2016-02-29
            [description] => Twitter is where students are. That is a simple fact. Ask any WKU student what social media platform they use the most, and the answer is overwhelmingly Twitter. Students aren’t the only ones using Twitter though; the platform is popular with all demographics and is a great place to interact with your audience. Luckily, harnessing
            [summary] => Twitter is where students are. That is a simple fact. Ask any WKU student what social media platform they use the most, and the answer is overwhelmingly Twitter. Students aren’t the only ones using Twitter though; the platform is popular with all demographics and is a great place to interact with your audience. Luckily, harnessing
            [wp_image] => 
            [wp_big_image] => 
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    [9] => Array
        (
            [title] => Making the Most of Event Promotion: Social Media Council Meeting, Part II
            [link] => https://wkusocial.blog.wku.edu/2016/02/29/making-the-most-of-event-promotion-social-media-council-meeting-part-ii/
            [comments] => https://wkusocial.blog.wku.edu/2016/02/29/making-the-most-of-event-promotion-social-media-council-meeting-part-ii/#respond
            [pubDate] => 2016-02-29
            [date] => 2016-02-29
            [description] => Choosing how and when to market your event can be a bit complicated depending on how much advance notice you have and the scale of the event itself.  No matter the size, every event should have a corresponding communication plan.  These plans don’t have to be formal, but is a best practice to start thinking
            [summary] => Choosing how and when to market your event can be a bit complicated depending on how much advance notice you have and the scale of the event itself.  No matter the size, every event should have a corresponding communication plan.  These plans don’t have to be formal, but is a best practice to start thinking
            [wp_image] => 
            [wp_big_image] => 
        )

)

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 Last Modified 2/19/18