Social Media Style Guide
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1 Social Media Style Guide Ivy Tech Community College Created by: Kirsten Nickoli, Tracey Allen Last Edited: January 2017 Central Office Marketing Team
2 Purpose This style guide is used to maintain a consistent and effective presence across all social media accounts - ensuring all accounts housed under the Ivy Tech umbrella are unified. Accounts This style guide provides guidance for all social media accounts, at both regional level and statewide. Regions are authorized to only have a Twitter and Facebook account. The Central Office accounts are listed below. Twitter: IvyTechCC Facebook: Ivy Tech Community College Instagram: ivytech YouTube: Ivy Tech Community College LinkedIn: Ivy Tech Community College Voice Who We Are - Engaged. Educational. Personable. Our students are of utmost importance to us, we look to create a dialogue - a connection - with each of them. What We Represent - We represent a unique student body looking to pursue a career and better their lives. In each of our posts and interactions, we must remember who we are representing. Our Tone - Uplifting. Positive. Supportive. We communicate with our students and followers as if we are a mentor. When mistakes are made on our end, we acknowledge them; when it comes to social media we are one person, not a corporation. Ownership All activity is to be posted in the manner above. We do not specify who is posting, or who is commenting. On social media, Ivy Tech is one. Transparency While we are consistent with our personality, representation and tone - we must always be honest and transparent in what we are posting. Support For any questions regarding social media usage and guidelines, contact the Marketing and Communications Department at social-media@ivytech.edu. Page 1
3 General Style Account Referencing & Style Always reference another account when possible and appropriate. IE: What s a FSA ID? Learn more and apply for financial aid today! Try to reference another social media account in the middle of the posting versus at the end. Link to a webpage whenever possible. All Ivy Tech pages should follow the overall college Style Guide for color palettes and approved logo usage. Dates and Times Use lowercase am and pm, without periods. Use to between times (12 pm to 3 pm) unless you need the extra characters (for Twitter), in which case, use a dash (4-6 pm). Write out full days of the week and months, unless needing the space for a tweet. Links Shorten web links using Facebook/Hootsuite. Punctuation Only use a single exclamation point, do not use more than one in a row. Use ellipsis to show when something has been omitted. IE: Goblins, ghosts...and ghouls?! Read more about the current Halloween happenings at Ivy Tech. Sentence Structure Use complete sentences at all times, unless Twitter is being used. Network Specific Guidelines Twitter Include links, and shorten using Hootsuite Avoid using 3 or more mentions in a single post. Like tweets in which we are mentioned - if they shed a positive light on the college. Retweet mentions that shed a positive light on the college and fit our voice. Use at least one, no more than three, hashtags per post. When tweeting articles or content, not created by Ivy Tech, tag the original source. Try to keep tweets around 110 characters Listen to relevant conversations and engage IE: We are just as excited as other #GOT fans that Daenerys is finally sailing to fulfill her destiny! Have you? ivytech.edu Take advantage of trending topics when the opportunity arises AND is applicable/ appropriate. When possible, keep under 100 characters (helps with retweeting). Page 2
4 Facebook When posting directly on the page, delete the URL from your text once it displays the preview link beneath the post. Utilize line breaks for lengthy text. Engage actively with students on the page who comment on links. An image should always be included. Hashtags should be used sparingly, and only be focused. IE: Fill out your Application Student Aid before the March 10 deadline! #FAFSA Remove comments/posts that do not abide by the House Rules, are discriminatory, inappropriate or reflect poorly on the college. Do not engage in any conversation regarding social issues or politics. Use appropriate and generic images, memes and gifs to accompany posts. LinkedIn Utilize line breaks for lengthy text. Follow AP style when posting. An image should always be included. Do not engage in any conversation regarding social issues, politics or degrading another University s or institution s policies, views or ideologies. Instagram All images must possess an artsy feel, but keep it natural. Photographs are only to be used one time. Never use the same color palette, editing techniques or captions on multiple photographs. YouTube Include links, and shorten Avoid using 3 or more mentions in a single post. Page 3
5 Cadence Twitter 2 Ivy Tech created content posts per day 1-2 retweets per day Posts should be scheduled based on previous month s analytics; what tweets are getting exposure when? Facebook 1-2 Ivy Tech created content posts per day Posts should be scheduled based upon Facebook Analytics - Analytics shows times in which your fans are viewing the page -- use these times. Instagram 3-5 posts per week. YouTube 1-2 times per week. LinkedIn 3-5 posts per week Regularly Used Hashtags Twitter #IvyTech #TBT #idefinesuccess #GoIvy Facebook #TBT #idefinesuccess #GoIvy #IvyTech Regularly Referenced Websites Free Application for Federal Student Aid Indiana Business Journal US Department of Education US Department of Labor Please only utilize websites that are professional, and when we have the avaible material and information; link to our website, not an outside one. One such example being soft skills and job tips - we pay for Career Spots. Instagram #IvyInsta #IvyTech #TBT Page 4
6 Regional Accounts Ivy Tech, as one institution, strongly believes in a singular presence in social media (for example, Starbucks has thousands of locations but only one Facebook page). Much time and effort is required in monitoring social media properly - if it is not monitored properly the consequences can be damaging to Ivy Tech s reputation and even cause legal ramifications. We strongly discourage the creation of additional social media accounts - instead try using Facebook groups to communicate with a select group of people, refer students/ staff to the website and current pages, or contact the Marketing and Communications Department to receive assistance in creating a communication plan. Facebook posts posted on the overall page can be targeted to regions - this is always an option. Although we discourage the creation of additional social media accounts, we ask that any created should be in compliance with the style guide. IN addition, it is essential for you to monitor the page throughout the day to get student s questions answered - often times Facebook turns into a helpline for students; we need to help them and remember that is who we are here for. House Rules The following should be posted on the About Section of any regional Facebook page. The reason being it protects the college against any potential censorship issues that may arise. Our Facebook page is a place for students to connect and to ask questions about Ivy Tech. Ivy Tech welcomes viewpoints and opinions of others, however we are not affiliated with any of the comments shared on our page. Please help us maintain a positive environment by observing the following house rules: 1. Be respectful of others 2. Do not initiate or participate in personal attacks 3. Do not use profanity 4. Do not post items for sale (including textbooks) 5. Do not post solicitations for businesses 6. Do not post spam 7. Do not post using an anonymous account 8. To protect the privacy of students, faculty and staff we ask that you not mention any specific names when reporting a problem. 9. When expressing personal opinions and viewpoints, please refrain from using language that speaks on behalf (or appears to speak on behalf) of the college, as we are not affiliated with any comments shared on our page. The moderator has the right to remove any posts or comments that do not follow these guidelines or that provide inaccurate information. The moderator also has the right to ban users that repeatedly do not follow the house rules. Occasionally the moderators will ask for personal information, such as C#, date of birth and enrollment, in order to answer a student s question. If you feel uncomfortable sharing this information, you can call our Help line at IVY-LINE to get help with your question. Page 5
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