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University Communications and Marketing

Phone: 208-885-6291

Fax: 208-885-5841


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Social Media Best Practices

Conduct Research

Before starting a social media channel, research similar organizations on social media networks for ideas on what works and what doesn’t.

Form a Strategy

Identify who you want to reach (audience), types of content you intend to share and overarching goals. Start with just one social media channel and build a platform for your audience.

Set Your Goals

What do you want this social presence to accomplish for your unit? The goals should be SMART: Specific, Measurable, Attainable, Realistic, Timely. Common social media goals include increased traffic to website, reputation management, brand awareness, search engine rankings, and thought leadership.

Make the Time

Don’t start a social media effort unless you have the dedicated time and resources post at least three times per week. Continual content is critical for a new channel to thrive.

Appoint Admins

Who manages the social channel is just as important as how it’s run. Make sure you have at least two admins at any point in time.

Jump In

Be an active user. Listen to conversations, engage with comments, answer questions, and keep your account fresh with regular posts.

Measure Success

Determine what success means for your purpose and goals. Increased traffic to your website? Better communication with prospective students? Number of fans, followers, comments?

A Few Things to Consider

Be Authentic

Social media is all about people connecting with people. Remember to humanize your social media interactions. On social networks it is okay to use an exclamation point and phrases such as “check it out” rather than “read more.”

Be Accurate

Make sure you have all of the facts before you post. Cite and link to sources whenever possible to help build a community and openly own any mistakes. Spell check each post.

Encourage Open Conversation

Listen to people and respond to as many comments as possible with constructive feedback. Allow negative comments, report the spam, and seek to respond rather than censor. The University of Idaho welcomes the viewpoints and contributions on everyone in our community. Encourage thoughtful discussion, debate and differing viewpoints, with the understanding that all comments made must be civil, respectful, and appropriate for your audience. Comments which are lewd, libelous, incite violence or are otherwise hurtful or hateful speech directed at either individuals or groups, U of I employees who serve as account administrators reserve the right to document and delete such comments.


University Communications and Marketing

Phone: 208-885-6291

Fax: 208-885-5841


Directory Location