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Each ÍÃ×ÓÏÈÉú University channel serves a slightly different purpose and audience. This section outlines how content is curated, posted, and monitored to ensure consistency and alignment with strategic goals.

Define Your Strategy and Goals

The first step in deciding whether social media is right for your college or area of expertise is to define your social media strategy, goals, and tactics.

Do you want to: 

1. Build awareness of your college or area of expertise? 
2. Generate engagement with your audience? 
3. Grow a community of like-minded people? 

Once strategy and goals are developed, you will need to determine which tactics are going to help you reach your goals.

Who Is Your Audience

When developing your social media strategy, it’s important to consider who your audience is. Consider identifiers such as: 

• Age
• Location
• Average income
• Job title or industry
• Interests 

Post Structure and Best Practices

Creating content in the correct dimensions ensures that posts display properly across platforms and help maximize reach, engagement, and user experience. While each platform supports multiple formats, using the recommended specifications below will help maintain visual quality, prevent unwanted cropping, and keep content looking polished and consistent across every channel.

Character Count Guidelines

• Instagram Caption: 125–150 characters optimal (2,200 max)
• X/Twitter: 71–100 characters optimal (280 max)
• Facebook: 40–80 characters optimal
• LinkedIn: 100–140 characters optimal (300 max before truncation)
• TikTok Description: 100 characters optimal (includes hashtags)

TIP: Lead with the most important info and Call to Action (CTA).

Hashtags

• Use two–five strategic hashtags per post.
• Prioritize:
  • Branded tags: #ÍÃ×ÓÏÈÉúOH, #LoveAndHonor
  • Trending tags on TikTok and Instagram if relevant.
• Avoid overstuffing or irrelevant tagging.
• Ensure the first letter of each word is capitalized to ensure it’s accessible. (Example: #ÍÃ×ÓÏÈÉúOH, #LoveAndHonor, #RiseUpRedHawks)

Search and Discoverability

• Use descriptive alt text for images.
• Tag locations and partner accounts.
• Use keywords in captions for Search Engine Optimization (SEO)
• Ensure usernames, bios, and profile descriptions include “ÍÃ×ÓÏÈÉú University.”

Video-First Content Strategy

Video consistently outperforms static content across platforms for reach, engagement, and algorithm prioritization.

Formats to Prioritize

• Reels (IG) and Shorts (YT): 15–30 seconds
• TikToks: 9–21 seconds ideal
• Stories: Polls, Q&A, countdowns, behind-the-scenes
• LinkedIn video: Showcase achievements, research, and student spotlights (30–60 seconds)

Essentials

• Captions/subtitles: Always include.
• Hook in the first three seconds.
• Clear audio and good lighting.
• Vertical format (9:16) for TikTok, Reels, Stories.
• Links: For Instagram, “link in bio.” For all platforms, don’t use QR codes. For all platforms, don’t include the link in a graphic.

20% Text Rule (for Graphics)

Meta (Instagram and Facebook) favors images with <20% text.

Do

• Use text sparingly (titles, short phrases)
• Prioritize visual storytelling and photography

Avoid

• Dense flyers
• Infographics with excessive detail (split into carousels instead)

Best Times to Post

• Utilize Sprout Social’s Optimal Posting Time (OPT)
• If you don’t have Sprout access, use the native platform tools to find out your best time to post

Brand Safeguards

• Never share student content without consent.
• Only use music licensed for business accounts (especially on TikTok/Instagram).
• Don’t post images with identifiable minors unless a media release has been signed.

Do's and Don’ts

Do:

• Use branded fonts/colors in Canva templates
• Tag @ÍÃ×ÓÏÈÉúUniversity where appropriate
• Feature diverse voices and experiences
• Monitor analytics monthly and adapt strategy

Don’t:

• Use slang that’s forced or out-of-touch
• Use low-resolution media
• Overload posts with links (especially on IG)
• Ignore negative comments — acknowledge and escalate if needed

Resources

• Brand Colors and Fonts
• Social Media Policy

Social Media Community/Voice

ÍÃ×ÓÏÈÉú University's social presence reflects the voice of our campus. Our tone balances institutional pillars, pride, and tradition. Our tone also should connect to our various audiences, including: current students, prospective students, parents/family, alumni, faculty/staff, stakeholders, news outlets, and loyal school supporters. This section outlines how we engage our audiences consistently while staying on brand and adapting to channel-specific trends and audience behaviors.

Engagement Approach

Community Management Best Practices

• Respond to comments and direct messages within 24-48 hours whenever possible, no later than the end of that week.
• Like, reshare, and engage with user-generated content that tags your account or uses official hashtags that aligns with your account (e.g., #LoveAndHonor #FSB #ÍÃ×ÓÏÈÉúOH).
• Social media is a community of people. Posting is not enough. To build authentic relationships, respond to your communities and be there for them whether that’s a praise, inquiry, or concern.
• Use student/alumni ambassador accounts and partners to amplify reach (e.g., Cincinnati Bengals, Cleveland Clinic).
• Escalate serious questions, complaints, or policy concerns to appropriate campus offices

Tone in Responses

• Empathetic, helpful, and friendly
• For quick reactions: emojis, "Thanks for sharing!", or "#LoveAndHonor" keep engagement casual and positive unless it is answering a specific question .