Social Media Guide

Social Media Guide

 

Social media provide boundless opportunities to promote the brand of the University of Kansas through various online channels in an immediate and public way.

 
 
 
 
 
 
 
 

Branding social media

When possible, follow the university’s brand guidelines outlined on this site.

Emphasize the KU brand by capitalizing “KU” in all naming conventions (accounts, profiles, hashtags, etc.) and lowercasing all other words. For example, use #KUcommunities rather than #KUCommunities.

Incorporate the university’s main web colors in your profiles: #0051ba (Kansas Blue) and #e8000d (Crimson).

 
 
 
 
 
 

Using KU logos and marks

When you create a social media site on behalf of the university, use simple graphics that represent the KU brand. Marketing Communications social content team can provide guidance with graphics and design. The Guidelines section of this website provides information on logo permissions and standards.

 
 
 
 
 
 
 

Creating social profiles

Incomplete social profiles misrepresent your organization and the University of Kansas brand. Make sure your accounts are on track:

Is your logo consistent with KU brand standards and style guidelines outlined on this site?

Do your social media accounts have profile images, header photos, backgrounds, and biographies?

Are the images on your social media accounts accurately sized according to proper dimensions for posting?

Does your biography or “about” section align with the information on your corresponding ku.edu website?

 

Choosing the right profile image:

It’s important to choose a profile image that works consistently across all major social platforms. We encourage you to use one of our branded social avatar templates, which come in a variety of designs and feature key brand elements. If you choose to include your unit’s name in your profile image, keep it short — ideally under 10 characters. Abbreviate or use acronyms when possible (you’ll have plenty of space in your platform’s display name to feature your full title). If you cannot fit your unit’s name in our branded social avatar templates, we recommend downloading one of our KU-themed avatars.

 
 
 
 
 
 
 

Follow

Here are a few examples of well-branded social media accounts at KU:

Facebook | Twitter | Instagram | YouTube | LinkedIn

 
 
 
 
 
 
 

Consultations

For questions and consultation about social media, contact Marketing Communications social content team at socialmedia@ku.edu.

 

Starting an account

Before creating a new account, consider whether it would be beneficial to your communications strategy. Establish a strategic content plan and review these questions with your communications director — creating a social media account requires approval of your leadership.

What do you want to accomplish through social media?

Outline your goals. Take every opportunity to elevate the perception of your program and the university. Track and analyze your results.

Who is your intended audience?

Concentrate on one channel before expanding your presence. Take the time to perfect engagement, collaboration, and execution. Social media should be about transparency and customer service.

How often will you post to or update the account?

KU accounts update Facebook once or twice a day and Twitter five to 10 times a day. If you can’t meet the content requirements, remember that you can always funnel your content to central accounts. We are here to help!

Who is responsible for posting to the account, monitoring the account daily, and responding to your followers?

Social media requires significant time and dedication. Although student interns can be tremendous collaborators on social media initiatives, they should never “own” official KU-branded social media accounts or profiles. Such profiles should be owned and maintained by staff or faculty members.

Next steps

Identify a manager for the account. Once a manager is established, but before the account has been created, contact Marketing Communications social content team at socialmedia@ku.edu to identify the individual’s role in managing the accounts and briefly explain the purpose of the account.

Once the social media account is active, email the Marketing Communications social content team to add the account to the university’s social media directory.

Get off to the right start: Determine how you will use social media to achieve your department’s objectives. Develop a plan and process addressing issues like how frequently you will review and update content and monitor and respond to comments from users.

Take advantage of the university’s resources and expertise: You should coordinate internally with Marketing Communications social content team to access tools to help you succeed.

Take a moment to think about what you are posting before you publish the content. Post news, events, and information that are relevant to your target audience. Is it relevant and topical? Are you reviewing and maintaining the content on a regular basis?

Use good judgment: Remember, social media posts may be replicated quickly or be taken out of context, and may remain public indefinitely. Your actions and statements may affect your organization and even the reputation of the university as a whole.

Establish a checks and balances process for reviewing, editing, and approving content: Having multiple eyes review your content increases the effectiveness and accuracy of what you publish. Proofread for spelling and grammar. If you make a mistake, admit it and correct it quickly and transparently.

Develop an online voice: It may take time to develop the right tone for your program or department. Don’t be reluctant to change course if you are not achieving your marketing goals.

Be transparent: If you participate in or maintain a social media site on behalf of the university, clearly state your role and goals. Keep in mind that if you are posting with a university username, other users do not know you personally and view what you post as coming from the university. Be careful and be respectful. What you say directly reflects on the university. Do not use singular personal pronouns (e.g. “I,” “me”); rather, use plural personal pronouns (e.g. “we,” “us”).

Maintain your presence: Cross-promote your social media presence in other channels/materials to drive traffic to your social media (and vice versa). Once you are established, parents, students, and others will find you and expect to engage with you via social media.

Keep active: Update your accounts often and be sure that you are responsive and engaged with your followers. Inactive social media accounts appear clumsy and unprofessional and reflect poorly on your department and the university.

Don’t be ignored: Use visually appealing images and videos to engage with users. Contact Marketing Communications to get the resources for proper image sizes for all social networks.

Have a plan for responding to negative comments: If an online commenter posts an inaccurate, accusatory, or negative comment about the university, correct the inaccuracy in a positive and polite way. If the communications become antagonistic or deal with sensitive topics, ask Marketing Communications for advice before responding. Remember that sometimes private messaging is the most effective way to communicate with certain followers.

Monitor your accounts for offensive posts: Don’t delete comments simply because you disagree with the commenter’s point of view — but if a post violates our community guidelines, you should remove it. If you encounter a threatening post contact Marketing Communications or the KU Public Safety.

Track your post performance to analyze whether you are achieving your marketing goals: Set aside time to report on your social media activity as a part of your process. Evaluate the results and make changes based on the data you receive.

The University of Kansas encourages interaction from social media users but is not responsible for comments or wall postings made by visitors to the page. Comments posted by visitors do not in any way reflect the opinions or policies of the university.

KU asks that people making comments on university pages show respect for their fellow users by ensuring the discussion remains civil, especially since some networks allow individuals as young as 13-years-old to join. Comments are also subject to each social network’s Terms of Use and Code of Conduct.

We reserve the right, but assume no obligation, to remove comments that are racist, sexist, abusive, profane, violent, obscene, spam, that advocate illegal activity, contain falsehoods or are off-topic, or that libel, incite, threaten or make ad hominem attacks on KU students, employees, guests or other individuals. We also do not permit messages selling products or promoting commercial, political or other ventures.

Social media networks like Facebook, Twitter, Instagram and YouTube encourage users to use the “Report” links when they find abusive content.

Our community guidelines are based on the University Code of Conduct, Information Technology Security and Privacy policies and on policy established by the Kansas Board of Regents.

All official accounts must be registered to a shared or general email address accessible by more than one person. (Email addresses already established for customer service — for example, socialmedia@ku.edu — are preferred.) For more about KU IT departmental accounts: technology.ku.edu/departmental-accounts.

Passwords and logins should be known and maintained by page administrators and direct leadership. For password security resources and guidance: policy.ku.edu/IT/Password.

Do not maintain dormant social media accounts bearing the University of Kansas name. If an account bearing the university name, marks, or brand becomes inactive, make sure it is removed from its social network.

If individuals have access to official social accounts on mobile devices through applications like Facebook Pages, Instagram, and Twitter, it is imperative that personal posts are easily distinguished from posts to University of Kansas accounts. Marketing Communications recommends the use of different applications for each account.

If you are maintaining a personal account:

  • Make sure your biography clearly states that your content is yours alone and does not reflect the university’s views.
  • Refrain from including the university’s name or your program area in your title or username.
  • Remember that replies to inquiries directed at official accounts should come only from official accounts.
  • Always double check which social media account you are actively logged into before posting.

Here’s a list of the most commonly used hashtags at KU:

#RockChalk – The most frequently used and easily understood Jayhawk call to greatness

#OurChantRises – The University of Kansas’ new brand platform, echoing the aspirational call of the Rock Chalk chant that inspires and infuses Jayhawk pride

#BeAJayhawk – We want you to be a Jayhawk. Follow this hashtag for information and updates relating to the admissions process and life on the Hill

#ImAJayhawk – Recently accepted? Say it loud, say it proud!

#KUleaders – Content describing how KU educates leaders

#KUcommunities – Content describing how KU builds healthy communities

#KUdiscoveries – Content describing how KU makes discoveries that change the world

#BestofKU – From awards to grants, new buildings to groundbreakings, this hashtag shows the very best of KU

#exploreKU – On or off the Hill, show your point of view to Jayhawks around the world

#KUfacts – This hashtag is used for stand-alone facts or “brag points” related to the university

#KUgrads – Celebrate Commencement and all the activities and recognition ceremonies surrounding this event

#ChancellorMondayMessage – These posts include a link to the chancellor’s Monday messages, which are published every other week. Check out chancellor.ku.edu for an archive as well.

#TransformingKU – Celebrate the physical transformation of the university through new buildings and renovations, especially the new Central District

#KUlove – Where crimson and blue are the true colors of love birds

#KUalumni – Updates from our alumni near and far