Maintaining an account

Publishing engaging content, fostering meaningful interactions with your audience, and analyzing your performance are all essential steps to maintaining a vibrant and effective presence. This section offers best practices, tools, and resources to help you stay consistent and strategic.

Content strategy

 

A social media content calendar gives you control of your content by providing a structured framework to plan, visualize, and collaborate. We built this custom — and customizable —template with the following features:

  • A brief how-to guide to help you get started
  • An annual calendar to note key dates relevant to your audience and social media strategy
  • A designated space to keep track of news articles and press releases you want to share
  • Monthly tabs for collaborative work on visuals, copywriting, and copy editing

If this template doesn’t meet your needs, you can create your own or find one online. The goal is to plan ahead, saving yourself from undue stress, spelling mistakes, and an imbalanced content mix. 

Each social media platform offers its own user interface and content preferences, and each demographic set has its own preferences on which platforms to use. When deciding which social media platforms are right for your unit, think of your audience first. If your account is already established, analyze the demographic makeup of your current followers and determine if you’re on track or if you need to adjust your strategy. For general information on best practices by platform, explore these resources:

For specific questions about the best use of any platform for your audience, contact KU Marketing.

KU Marketing uses Sprout Social for scheduling, community management, reporting, and more. We manage an enterprise-level account available to all university units at a discounted annual price per user. If you’re interested in learning more about Sprout Social’s features and pricing, feel free to email us. We’re happy to connect you with the right resources.

We understand that manually posting content can be stressful, time-consuming, and prone to errors. To simplify your workflow, we recommend scheduling content whenever possible — but try to avoid scheduling more than two weeks in advance to maintain flexibility.

Native scheduling tools
Several social media platforms offer free native scheduling tools that are reliable and easy to use:

If you’re managing multiple social platforms, third-party tools can be a game changer by allowing you to schedule content across different channels from one interface. Popular options include Sprout Social (as mentioned above), Hootsuite, Buffer, and others.

By taking advantage of these tools, you can streamline your process, reduce errors, and free up time to focus on creating impactful content.

Hashtags can be powerful strategic tools for enhancing your social media content. They serve to aggregate content, making it easier for users to discover your posts and connect with broader digital conversations or trends. By using hashtags effectively, you can reach a larger audience beyond your existing followers and strengthen your engagement.

Best practices for hashtags:

  • Do your research. Before creating or using a hashtag, always look it up on the platforms where you plan to publish.
  • Check for alignment. Ensure the content aggregated under a hashtag aligns with KU brand values and your strategic messaging themes. Avoid hashtags that could inadvertently associate your content with unrelated or inappropriate material.
  • Be strategic. Use hashtags that resonate with your audience and fit naturally within your content. Using too many hashtags can detract from your message.

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

  • #RockChalk – The most frequently used and easily understood Jayhawk call to greatness
  • #exploreKU – On or off the Hill, show your point of view to Jayhawks around the world.
  • #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.
  • #KUgrads – Celebrate Commencement and all the activities and recognition ceremonies surrounding this event.
  • #KUalumni – Updates from our alumni near and far

Content calendar

  • Our template for social media content calendars. Visualize and structure your content with planning and collaboration.

Link

Creating content for social media

 

Copywriting

Writing effective social media copy requires balancing engagement, relevance, and alignment with KU’s voice and tone. Developing the right tone for your program or department may take time, so don’t hesitate to adapt if your content isn’t achieving its marketing goals.

Best practices for writing social media copy

  • Lead with a hook. Start with an attention-grabbing sentence or phrase to draw readers in immediately.
  • Use an active voice. Keep your copy clear, direct, and energetic by using active verbs.
  • Experiment with longer captions. Longer captions can offer opportunities to tell a story or provide in-depth information that resonates with your audience.
  • Test social-first calls to action. Encourage engagement by incorporating CTAs designed specifically for social platforms (e.g., "Comment your favorite memory," "Share this with a friend").
  • Reuse existing content. Don’t be afraid to repurpose website or blog content on your social channels or adapt older content to suit current trends or campaigns.

 

Editing

Establish a 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. KU follows AP Style and the University Style Guide.

Best practices for editing and approving social content

  • Proofread for spelling and grammar. Review your content thoroughly before publishing. KU adheres to AP Style and the University Style Guide for consistency.
  • Link verification. Double-check that all included links, tags, mentions, or hashtags are active and direct users to the correct destinations.
  • Tone and voice consistency. Ensure the content aligns with KU’s voice and tone while remaining appropriate for the target audience and platform.
  • Compliance checks. Verify that your content adheres to all relevant guidelines and policies, including KU’s branding standards.
  • Accessibility. Use accessibility features such as alt text for images to make your content inclusive and accessible to a wider audience.

 

Photo and video

Eye-catching visuals are a crucial component of a social content strategy. Visual elements shape the viewer’s first impressions of your content, and they work with your copy to communicate stories to your audience. You can download KU-related photos from our online collection. You can also check out Hootsuite’s tips for creating engaging visual content on social media to learn more about creative basics, tools, resources, and more.

Best practices for social media visuals

  • Quality. Use high-resolution images and videos to present your content professionally.
  • Relevance. Ensure visuals complement your copy and align with your campaign’s goals.
  • KU branding. Follow KU’s visual identity guidelines for consistency.

 

Design

Graphic design and motion graphics are great alternatives to photography when it comes to social content.

Best practices for KU-branded graphics

  • Avoid repurposed print designs. Do not use re-creations of flyers, posters, or other print materials as social media content. Instead, design visuals tailored for digital platforms.
  • Keep it simple. Use clean, uncluttered graphics that align with the KU brand. Overly complex designs can distract from your message and reduce engagement.
  • Use KU resources.
    • Templates: Visit our downloads page for KU-branded social media templates to simplify your design process.
    • Official marks: Check the official marks page for guidelines on logo usage, permissions, and standards.

 

Metadata

When someone shares content from your website on social platforms like Facebook, X (formerly Twitter), or LinkedIn, the platform’s crawlers retrieve information from the HTML of the shared URL. If metadata is missing or incorrect, your content may display poorly or inaccurately. To ensure your content is presented effectively, use meta tags to control what information is displayed when your links are shared.

 

User-generated content

User-generated content (UGC) offers a genuine glimpse into life at KU, as seen through the eyes of your audience. Sharing UGC not only enriches your social media presence but also fosters community engagement and highlights the voices of your followers.

Best practices for sharing UGC

  • Obtain permission. Always get written consent from the original creator before reposting their content. This ensures legal compliance and builds trust with your audience.
  • Give credit where it’s due. Acknowledge the original creator in your caption by tagging their social media handle or mentioning their name. This recognition is crucial for maintaining goodwill.
    • Double-check that you have the correct pronouns, spelling of names, handles, and other identifying details.
  • Maintain KU’s brand values. Ensure the content aligns with KU’s branding and messaging. Avoid sharing content that might conflict with university values or guidelines.

 

Accessibility

Creating accessible social media content ensures everyone can engage with and benefit from your posts. By incorporating accessibility features, you foster an inclusive community that reflects KU’s commitment to equity and accessibility.

Best practices for accessible social media content

  • Use alt text. Add descriptive alt text to images so users with visual impairments can understand the content through screen readers.
  • Caption videos. Provide accurate captions or subtitles for all video content to accommodate those who are deaf or hard of hearing.
  • High-contrast design. Use high-contrast colors for text and visuals to improve readability for users with low vision.
  • Plain language. Write in clear and simple language to make content more accessible to a wider audience.
  • Camel case hashtags. Capitalize the first letter of each word in hashtags (e.g., #RockChalk, not #rockchalk). This improves readability for screen readers and all users.
  • Limit emoji usage. Use emojis sparingly and place them at the end of sentences to avoid interrupting screen readers. Overusing emojis or embedding them within sentences can make content harder to understand.

For more best practices and detailed guidance on creating accessible social media content, visit Accessible-Social.com. This resource offers practical tips, tools, and information to help you make your content more inclusive.

 

Resources

Resources

Engaging with your audience

Engaging with your audience on social media is a powerful way to foster connections, promote your content, and represent KU. However, it’s essential to approach engagement thoughtfully and strategically to protect the university’s reputation and ensure a positive, inclusive experience for everyone.

Best practices for audience engagement

  • Use good judgment. Social media posts can spread quickly, be misinterpreted, or remain public indefinitely. Always consider how your actions and statements might reflect on KU, as well as their potential impact on the university’s reputation.
  • Be transparent. When posting on behalf of the university, use your unit name and link to your official KU website. Posting under a university username means that your content reflects KU’s image. Keep communication respectful, and use inclusive, plural pronouns like “we” or “us” instead of “I” or “me.”
  • Maintain your presence. Promote your social media accounts across other university channels to drive traffic to your platforms and vice versa. Consistency is key in building and retaining an engaged audience who will expect regular interactions.
  • Engage with caution. Commenting on or sharing content from others is a great way to showcase authentic moments and connect with your audience. However, before engaging, review the content and the user’s profile to ensure it aligns with KU’s brand and values.
  • Understand the rules. Familiarize yourself with KU’s community guidelines for handling negative or offensive comments. Responding appropriately to difficult situations is crucial for maintaining a respectful and safe online environment.
     

Measuring success on social

Measuring the effectiveness of your social media efforts is essential to ensure you're meeting your goals and continuously improving your strategy. Regularly tracking and evaluating your performance helps identify what’s working and where adjustments are needed.

Steps to measure success

  1. Set clear objectives. Before diving into metrics, define the goals for your social media campaigns and overall strategy. Whether it’s increasing brand awareness, driving traffic to a website, or boosting engagement, your objectives should guide the metrics you track.
  2. Identify key metrics. Choose metrics that directly align with your goals. Common social media metrics include:
    • Engagement: likes, comments, shares, etc.
    • Impressions and reach: how many people see your content
    • Click-through rate (CTR): how many users click on your links
    • Follower growth: increase in followers over time
    • Conversion rate: the percentage of users who take the desired action, such as filling out a form or purchasing a product
  3. Track performance regularly. Set aside time each month to evaluate your social media performance. Use tools like Sprout Social or platform-specific insights to gather data and generate reports.
  4. Analyze and adapt. Look for trends in your data. Are certain types of content performing better than others? Are there specific times of day or days of the week when your audience is more active? Use these insights to refine your content and posting strategy.
  5. Share the results. Share your findings with your team and stakeholders to showcase your success and identify areas for growth. Transparent reporting helps everyone stay aligned with objectives and ensures you’re working toward shared goals.

Deleting an account

Whether you tried a new platform and found that the return wasn’t worth the effort or you inherited a defunct account that doesn’t meet your strategic objectives, you will sometimes need to close an account — and that’s OK! Before deleting or closing an account:

  • Talk with your unit’s leadership about why you want to close the account.
  • Export any data that is useful to your team.
  • Contact KU Marketing so that we can remove the profile from the directory.
  • We also recommend sharing a post with your followers to let the know the account will be deactivated and where they can connect with you instead.