Social Media Guidelines

This guide provides essential best practices and protocols for campus departments and offices managing official Radford University social media accounts. It ensures that our digital presence remains consistent, professional, accessible and aligned with the university’s mission and values.

1. Establish a Social Media Strategy

Before launching or actively managing a social media account:

• Define your purpose: What is the goal of your account? Is it for outreach, event promotion, student engagement, or something else?
• Identify your audience: Understand who you're trying to reach — prospective students, current students, alumni, faculty/staff or the general public.
• Set communication goals: Clarify the types of messages you’ll share and determine how often you'll post.
• Choose the right platform: You do not need to be on every platform. Focus your time and energy on the platform(s) that best align with your audience.

2. Plan with a Content Calendar

Social media is most effective when well-planned:

• Create a content calendar: Map out planned posts, corresponding images, important dates and deadlines.
• Stay timely: Schedule posts to communicate deadlines or events in advance.
• Leverage existing content: Reshare relevant posts from official university or departmental accounts (e.g. Admissions, Alumni, Main University page) to save time and amplify messaging.

3. Stay On Brand

Maintain consistency across university social channels:

• Review Radford University’s brand and graphic identity guidelines to ensure use of correct logos, color palette, tone and messaging.
• This does not mean that your account cannot be unique. This structure simply ensures that what your account offers to campus reflects the values of the University.

4. Account Management & Security

• Designate at least two administrators per account—one must be a full-time university employee.
• Remove former employees from account admin roles immediately after their departure, either by removing their access or updating the password.
• Student workers and interns should have content reviewed by a supervisor before publishing.

5. Posting Best Practices

• Frequency: Aim for a minimum of 1–2 posts per week to maintain engagement.
• Accessibility:
  
  • Avoid graphics overloaded with text—especially on image-driven platforms like Instagram.
  • If graphics must be used, include alternative text (alt text) for accessibility.
  • All videos should include captions.
  • QR Codes: Do not post QR codes in graphics. Instead, add links in your profile bio, use a link tree or share links via Instagram Stories.

6. Engage Professionally & Responsibly

• Monitor feedback: Respect differing opinions but hide malicious, threatening or profane comments after taking a screenshot for record-keeping. It is best not to delete comments or messages as pursuant to §55.1-2537 Retention of Records from the Code of Virginia. However, hiding them shields other uses from viewing that content.
• Report threats immediately to your supervisor and the Office of Marketing and Communication at webcomm@radford.edu or 540-831-7678.
• Avoid engaging with trolls or satire. Refer misinformation to Marketing and Communication for guidance on a response.
• Respond promptly and professionally to questions or comments. Direct inquiries outside your scope to appropriate offices.
• Personalize interactions to help build a stronger, engaged community.

7. Prioritize Accuracy & Authenticity

• Verify all information and sources before sharing.
• Cite sources when appropriate.
• Be genuine and timely—authentic content resonates best with followers.

8. Know the Legal Boundaries

• Do not post:
  • False or misleading content.
  • Copyrighted material without permission.
  • Content violating FERPA or disclosing private student information.
  • Proprietary university information not intended for public release.

9. Uphold University Ethics

• Ensure all content aligns with Radford University’s mission, vision and values.
• All social media accounts should reflect the university’s Code of Ethics and commitment to respectful communication.

10. Stay Informed

• Monitor changes to platform policies and terms of service.
• Stay current on university social media guidelines and consult the Office of Marketing and Communication with any questions or concerns. 

Examples of What Works

Below are samples from our various social media platforms that show how tailored content resonates with our different audiences. These examples highlight what works, what engages and how we connect with our community.

LinkedIn: The post below, which was an aerial view video of campus, resonates with many audiences, especially alumni through nostalgia and pride in campus growth. Showcasing new and renovated buildings highlights a thriving community, while giving current and prospective faculty and staff a unique and fresh perspective on Radford’s beautiful campus.

Facebook: An annual tradition; the class photo resonates across audiences including alumni proud to see new Highlanders, parents sharing their heartfelt hopes and wishes, students excited to begin a new journey, and faculty and staff gearing up for a new year. With parents especially active on Facebook, comments overflowed with pride (“She’s in there somewhere!” one parent commented). The copy is intentionally simple to not overshadow the significance of the moment. Lengthy post copy is not always needed when a photo speaks volumes like this one does.

Instagram: This first day of classes (#FDOC) carousel of images was effective because it tapped into the popular “throwing a fit” trend; using language and style that resonate with students on Instagram. Highlighting outfits worn on the first day of classes is the modern, college version of “first day photos” and it created excitement, built confidence and encouraged students to engage with the post through sharing, tagging friends and commenting with positivity. 

1. Intended name of the account

   1. Handles for Instagram or Facebook:
   2. Keep it simple. Avoid RU. Search for other names similar to the one you want. Are there existing accounts for the department/club/college?

2. Intended audience

   1. Age group, demographics, interests, niche, occupation, major (be specific)

3. Hierarchy of responsibility

   1. Content creation:
   2. Approval of posts:
   3. A secondary staff member as backup:

4. Strategy

   1. Appropriate platforms for your audience:
   2. Content calendar
      1. Include important dates/events associated with the account and its audience:
      2. Will you be able to post 1-2 times per week to keep the account active and relevant? What is your strategy to ensure this activity is long-term?
   3. How does this fit into the university brand identity:
      1. How will it also be unique and authentic?
   4. How does this represent the Radford University Code of Ethics?

The Office of Marketing and Communication (MarComm) prioritizes content that supports university-wide messaging on the university's Instagram account (@radfordu). Collaboration requests from key internal departments and external parnters are welcomed and considered based on timing, relevance and fit with our audience.

Priority partners

Content from the following campus client-partners is typically given high consideration for resharing or collaboration:

• Admissions
• Advancement and Alumni Relations
• Office of the President
• Athletics

We will also consider collaboration requests from trusted external partners or vendors.

While MarComm content is the primary focus, we are flexible and supportive. At times, partner content may take precedence based on urgency or relevance.

How collaboration requests are reviewed

When we receive a collaboration request, we evaluate it using the following criteria:

• Source:
  • We review and consider requests from trusted campus partners.
  • Requests from outside or unverified sources will not be accepted.
• Timeliness:
  • Time-sensitive content may prompt adjustments to our posting schedule.
  • Non-time-sensitive content may be accepted later to ensure proper spacing and audience engagement.
• Audience Relevance:
  • If the content aligns with our audience’s interests, we will do our best to work it into our content calendar.
  • If not, the request may be declined to maintain engagement quality.

Communication and follow-up

There is no obligation for units to notify us in advance about pending collaboration requests. However, prior notice to the MarComm team is always appreciated not only as a courtesy but also to ensure each post is considered appropriately and is given the opportunity to perform well.

If a request has not been accepted within one business day, we encourage partners to reach out via email or phone for a quick follow-up. webcomm@radford.edu or  ext. 7678

Due to the high volume of platform notifications, including those from ads, we may occasionally miss a request. A polite reminder is welcome and appreciated.

When requests may be declined or delayed

Collaboration requests may be declined or postponed in the following cases:

• During emergency situations or sensitive events where timing could cause misinterpretation.
• If content is not appropriate for our audience or could negatively impact engagement.

In most cases, even sensitive content is more likely to be delayed than declined. Our goal is to support our internal and external partners while maintaining a strong, strategic social media presence.