Tips and Best Practices


A good strategy is important to the success and lifespan of the social media platform you create. What are you trying to do? Who are you trying to reach? What types of items will be posted? Who will maintain it? Who will be the secondary maintainer? What would the measure of success be?

What Platform is right for you?1, 2, 3

Platform Purpose Rough Age Range Optimal Posting Habits Downside
X Short thoughts, discussions, news, or events 18-29 2-5 per day Limited Characters
Facebook Relationship driven place for News, Discussions, events 25-54 1 per day Limited Reach
Youtube Videos All 1-2 week Resource Intensive
Instagram Images & video 18-29 1-2 day Images Only
LinkedIn Business/Partnership building 30-49 1 per day / week Limited Interactions


HootSuite (free version available)

HootSuite allows you to connect multiple social media platforms and schedule posts at certain times. Only way to schedule LinkedIn, but doesn't allow tagging of accounts when scheduling. 

Facebook/Instagram Creator Studio

Specifically for Facebook and Instagram this platform allows you to schedule Facebook and Instagram to go out at optimal times.

Crisis Communications

Crisis communication should, first and foremost, not exceed or overcome the crisis communication of the university or college as a whole. Be aware that during a crisis, any public post or comment could be seen as a press release or an official statement from the university. 

Also be sure that all scheduled posts during a time of crisis are respectful and appropriate to the situation.

Comment Policy

Open discussions and comments on social media posts are encouraged. However, all comments should maintain basic respectability. We reserve the right to remove / block comments/commenters based on inappropriate content. Inappropriate content is defined by, but not limited to:

  • Discrimination against a sex, race, religion, etc.
  • Profanity or obscenity
  • Promotion or suggestion of illegal activity
  • Spam or solicitations



3 Sonia Holt - 2017 Social Media Platform Comparison Infographic