quick social media do’s and don’ts

• Do write descriptive Alt Text.
• Do check your color contrast.
• Do engage with your audience in fun and productive ways.
• Do have a distinct voice that your profile can maintain.
• Do be authentic and genuine. 
• Do consider how small text can look on a phone.
• Do check your Analytics regularly.
• Don’t include a link or QR code in your graphic.
• Don’t include links in captions on platforms that do not allow you to click them.
• Don’t try to be trendy for the sake of being trendy.
• Don’t just post a photo of a flyer.

tagging

As representatives of the University, always tag the main MoWest accounts and use our relevant hashtags. By doing this, Marketing and Communications is notified about this post and can share on our platforms if deemed appropriate.

When your content involves other people or organizations, it is always a good idea to tag them. This helps give the viewer relevant information, as well as allows the other person or organization to engage quickly and with ease.

Before posting, research what a person or organization’s handle/username is. You can add them directly into the captions or tag them in the picture/graphic.

Be sure to tag us with these handles on social media platforms:

• Facebook: @MoWest
• Instagram: @missouriwestern
• X: @MissouriWestern
• TikTok: @missouriwestern
• LinkedIn: @MissouriWesternStateUniversity

content types

Content is anything you post on your social media platforms. There are many forms of content: image, graphic, video, Reel/Tiktok, Story, or link. Keep it authentic, genuine and human. 

Note: The success of one type of content on a platform does not mean it will work on all platforms.

accessibility and inclusion

We have a very broad audience and want to make sure all of our content is digestible. Part of our mission as a university is to remove barriers, social media included.

Alt Text

• Alternative Text (Alt Text) is a word or phrase that is used to describe an image or graphic. 
  • This is important for screen readers to effectively describe what is happening in your post. 
  • It can also be a useful tool for people with certain sensory processing or learning disabilities. 
  • It can also be used if the image does not load properly.
• Keep it short and to the point – fewer than 125 words.
• Be descriptive and paint a vivid picture in your viewer’s mind.
• There is no need to use “Image of,” “Graphic of” or “Video of” in your Alt Text.
• Include any and all text from a graphic.
• Use proper nouns if the person, place, or thing is well known.
• Do not use the Alt Text as a joke or a place to boost Search Engine Optimization.

Camel case Hashtags

• Capitalize the first letter of every word in your hashtag.
• Use #MoreAtMoWest, not #moreatmowest.

Captions

• You should include captions on every video, Reel, TikTok and Story that is posted. 
• Double-check auto-captions for spelling errors.

Color contrast

• Contrast is important in graphics. Make sure the colors you are using provide enough difference for the viewer to clearly see. 
• Be aware of different types of color blindness when creating content:
  • Red-green: hard to tell difference between red and green
  • Blue-yellow: hard to tell difference between blue and green and between yellow and red
  • Complete color blindness: cannot see colors at all.
• To check if you have a high-contrast image before posting, use a black-and-white filter to see if all the information is clear.

Emojis

• Use generic emojis when possible.
• When using emojis that have a skin tone, opt for the standard yellow. 
• Avoid using gender-specific emojis.

analytics

Analytics can give important insight into what your audience is interested in seeing. Paying attention to your Analytics is the best way to know if your social media efforts are working. 

Things to look for in your Analytics: 

• Engagement: Likes, comments, shares, clicks
  • Used to measure how much your audience interacts with your content
• Impressions: The number of times your content was viewed 
• Reach: How many people potentially saw your post 
• Audience age: Think about the age group you are hoping to reach and see if it matches the audience your social media is reaching.
• Content performance: See what types of content are performing best. Analyze what aspects of your content are performing really well. 
  • Example: A graphic you crossposted on Instagram and Facebook is performing significantly better on Facebook. From this, you can see that your Facebook audience enjoys graphics more than Instagram.

platform best practices

MoWest-AFFILIATED PROFILE CREATION REQUIREMENTS

These are the minimum requirements for a MoWest-affiliated social media account:

• At least one dedicated staff member, preferably two who are responsible for the account (this does not include student employees). The employees must have administrative privileges to all accounts and are responsible for permissions and security of accounts.
  • Social media should be included within position details and/or daily job duties.
    • Password/security information must be stored in a safe place and shared sparingly.
    • Transferring of account admins must be a part of offboarding policy should the employee leave the institution.
  • For Facebook and LinkedIn pages, staff will need to use their personal accounts to access the pages. Do not use role accounts to manage these pages at the platform will remove these accounts and access if no other user accounts have administrator access.
• Follow MoWest on new accounts and get approval for profile icon and username from the Marketing and Communications team.
• Develop and maintain a social media calendar that shows the purpose of the account. Make sure content supports your department, program, or University’s strategic communication plan.
  • Strive for 2-3 quality posts a week.
• Clearly identify your unit’s relationship with MoWest in the bio section.
• Make sure to follow all relevant MoWest policies including privacy policies, terms of service conditions of the platform you are using.

Personal Posting Guidelines

The line between professional and personal business can sometimes become blurred. The following guidelines are meant to clarify some of those questions.

• Be thoughtful about your content and potential audiences.
• Be honest about identity as a University faculty or staff member. However, be clear that you are sharing your views as an individual, not as a representative of the University.
• Even when you are engaging through personal accounts on social media, Missouri Western State University affiliation on your profile has the ability to affect the University as a whole.
  • If you identify your affiliation in your profile or comments, users may associate you with the University.
• Always think before you post.
  • Be civil to others and their opinions and don’t post personal information about others unless you have permission.
  • Do not post confidential information about Missouri Western State University, its students, its alumni or your fellow employees.
  • Use ethical judgement and follow all University policies.
  • Be mindful that online posts can remain public for a long time, even if it has been removed.
  • Ensure that no one mistakes employees’ personal postings for official MoWest communications by refraining from posting things that have the appearance of speaking on behalf of the University on personal channels.
  • Please do share positive University news and events that are a matter of public record with family and friends.
  • Linking straight to the information source is a great way to help promote the mission of the University and build community.