DOSA Social Media Best Practices
Creating a Social Strategy
Set Achievable Goals
Establish clear, measurable goals that align with the overall mission of the Division of Student Affairs and your specific department. (ie: @sbustudentaffairs focuses on fostering student engagement, promoting essential resources, and supporting student well-being. While @sbucareercenter works to empower students with the knowledge, tools, and opportunities they need to succeed in their careers) Ask yourself what you would like to accomplish with your social media presence.
Understand Your Audience
To effectively engage with the campus community you should understand the diverse needs and interests of who your content is directed to. Is your focus to reach students? If so, is it just undergraduate students? Non-traditional students? Students who live on campus? Or is your audience parents and alumni? Or maybe you are looking to engage prospective students. By recognizing the unique challenges and aspirations of each group, social media content can be tailored to be relevant, impactful, and engaging.
Use the Proper Channels
Different platforms serve different purposes. Based on your goals, audience, and content type, choose the most suitable social media platforms.
- Instagram: Great for sharing visually compelling stories through photos and short videos. Use Instagram Stories for time-sensitive events or daily student engagement.
- Facebook: Great for detailed posts, event promotion, and building community groups.
- LinkedIn: For professional development posts, alumni success stories, career fairs, and networking opportunities. LinkedIn is key for helping students connect their academic experience to career opportunities
Maintain Divisional Values and University Branding in Content
Consistency is key when it comes to the look and voice of your channel. Stony Brook University's brand voice has guidance on Brand voice.
Creating Content
Plan Ahead, Stay Ahead
Develop a content planner that works best for your department! A content calendar helps avoid last-minute scrambling and ensures you cover all necessary topics. A good content calendar can include key dates and events to align content around, details of the post including visuals, messaging, and other assets, a brainstorming section for future ideas, and more! When planning content ask yourself does this content match aligning efforts or sticks out.
Quality over quantity
Prioritize high-quality content that provides value (educational, entertaining, informative) over simply posting for the sake of it. Ensure your images, videos, and graphics are professional, well-designed, and visually aligned with your department's mission and identity.
Follow Trends, But Stay True to Your Brand
Participating in trends can be fun and a great way to boost visibility but don’t overdo
it. Ensure the trend resonates in some way with your channel’s core messaging. Stick
to what feels authentic to your department’s goals and mission.
Avoid Duplicating Efforts
Maximize content efficiency and avoid redundancy by coordinating content with campus departments. Avoiding duplicate efforts can ensure unique, relevant posts for each audience. Consider collaborating with departments instead. This will help provide fresh information and initiatives without overwhelming students with repeated messages.
Effectively Engage
Audience Interaction
Engagement isn’t just about posting; it’s about fostering two-way communication. Take
the time to respond to comments, questions, and messages. Promptly responding helps
build trust with your audience and create a welcoming community.
Create a Call to Action
Encourage your audience to interact with your posts through fun and engaging content like polls,
questions, and contests.
Participate in the Conversation
Consider interacting with other university accounts by commenting on their posts.
This can strengthen visibility and create positive ties with their audience. Your
interactions can attract new followers who are interested in similar topics.
Accessibility
The Division of Student Affairs is dedicated to ensuring that people with disabilities
have equal access to Stony Brook University’s social media content and can participate
in meaningful conversations. Please consider following university accessibility guidelines when posting content.
Accessibility Guidelines
Need More Assistance?
Thinking about starting a new social media campaign or account for your area? Before you hit "create," we encourage you to connect with the CRAFT team. We can help you determine which combination of strategies is the right move to ensure your content aligns with the university's brand standards and set you up with the tools and methods for long-term success. A quick consultation can go a long way in building a consistent, effective presence that truly represents your goals and the Stony Brook community.