Tips for staff

If you run a social media account for your college/department/unit, please use these tips to help you. If you have questions, contact social@mail.wvu.edu. 

For those of you who have personal social media accounts in addition to these professional college/department/unit accounts: Keep in mind that even if you haven't included a reference to WVU in your bios, you may still be recognized as a University employee and represent WVU. 

• Treat every social platform differently (Facebook ≠ Twitter). Each platform should have a different audience and goal, so tailor your message based on those parameters. For example, Facebook allows you an infinite number of characters per post and the ability for your audience to comment directly under posts. Because of this, don't be restricted to 140 characters like on Twitter, and make sure to include something that engages your audience in some way - a question at the end of the post works well.
  
• Similarly, don’t link Facebook and Twitter accounts together. This often creates a link that people won't be able to click on unless logging into one or the other. 
  
• If you want tips for creating specific posts, click here for a checklist to producing the perfect post. 
• Add photo or video to posts when available. Posts with photos or video are at least two times more likely to be viewed than posts without that additional content.
  
• Don't just post - you also need to monitor your accounts, too. It's nice to respond as quickly as possible to mentions and comments. However, don't feel like you have to respond to everything, particularly negative comments; if you can't contribute constructively to the conversation or solve a concern, don't engage.  
  
• Spread out posts throughout the day and week instead of posting multiple updates at the same time. Use data reports like Facebook Page Insights or Twitter Analytics to see when the greatest number of your fans and followers are online and schedule your posts for those times. 
  
• Similarly, your account should be more than just headlines and links (RSS feed). Social media is more than a content aggregator. Create a personality. Engage (like, retweet, etc.). Respond. Answer Questions. Share photos from others. Show you’re listening. Be a real person.
  
• Don’t ask for retweets. If your content is strong or important, retweets will happen organically. Instead, use your 140 Twitter characters more strategically with engaging content like photos, videos or links. 
  
• When possible, add a link to your website in posts to drive traffic to your website. The idea is to talk to your followers/fans where they are but send them to where you are.
  
• Use some type of link-shortening product. It frees up more space for your content. We use bit.ly.
  
• As a general rule, join conversations by using existing hashtags. Don’t create them. When developing specific marketing plans for events or projects, a created hashtag may work if you have a really engaged group of followers but is still not recommended. If you do create one, understand that it could take a while (multiple months/years) for it to catch on. Instead, stick with common hashtags your audience already uses. 
  
• Make sure your posts are timely. If you schedule posts, make sure they're still relevant and have the most updated information possible. Keep an eye out for things that are happening around the world that could cause a certain scheduled tweet to be controversial, and if that's the case, just schedule it for a later time or don't post it at all. 
  
• Avoid opinionated statements, especially when representing a college, department or organization. In addition, don’t associate with controversial groups on social media. Take a look at the person’s or organization’s social media history to see whether it’s appropriate to share or engage.
  
• WVU is one of very few universities with a specific social media crisis communication plan, and you have a role to play in it. In a crisis, it is important to for all WVU-related accounts to refer followers to official University accounts. For more information, click here. 
  
• Strategy is important - even on social media. We suggest you develop three semester-long goals that align well with the main goals of your college/department/unit. These structure the work you do on social media and help you decide whether an idea or post you have is relevant. When developing your goals, focus not on what you want to post but what your audience wants to see. 
• Tips for posting on Facebook and Twitter