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Do's and Dont's of Social Media Publishing for Higher Ed

Posted by Davin Cobb on Oct 19, 2015 10:30:46 AM

The use of social media has taken digital marketing to the next level.  When it comes to using social media for higher education there are some things to keep in mind. Social media platforms should be used differently when it comes to publishing for a university or college. The use of social media is an effective way to communicate with a wide variety of people both inside and outside a university. Social media can also pose a risk and create a bad reputation for your brand if not used in the right way. That is why it's important to have guidelines and rules in place for the use of all social media accounts.

Do's and Dont's of social media publishing for higher ed

When posting on social media for a higher ed brand, there are certain do's and don’ts that should be known by all members of the communications department. It’s always a good idea to have a specific team or individual responsible for the content being created and being published on social media accounts. This helps maintain a consistent voice and brand across all the platforms. I’m going to give you some other guidelines to follow whenever publishing for higher education social media platforms.


-Post as if it is your personal account
The problem with using a business or higher ed social media account, is when the writer forgets it’s not their own personal account. It is very important to always maintain a professional voice when publishing for your higher education university or college. Always remember to follow the guideline your school sets for their social media accounts. Most universities have their social media guidelines posted on their website.
-Create an account if you’re not going to Use It

Why create an account if you’re not going to interact with your viewers? The people who come to your social media accounts are usually coming to get information or just support your business or university. Be sure not to neglect your viewers by not keeping them up to date and providing them the interaction they deserve.

-Neglect the bad things, You Want to appear transparent

We all like to highlight the great things we have going on but not so much the bad. Everyone is guilty of this, but as a part of the social media team for your higher education institution, be sure to remain transparent. To do so, you must reveal the good and the bad. Remember to always follow the university guidelines about posting about events and things that occur on campus. If there was a not so favorable thing that happened on campus, don’t act as though it didn’t happen. Also, make sure you respond to a negative review or comment and try to make up for whatever went wrong. Be genuine. Be transparent.


-Follow university guidelines

Most universities and colleges have social media guidelines all members of the team must follow when using their social media accounts. Be sure to check those guidelines if you are ever unsure of content you are poting.

-Adhere to The privacy policy

To be sure you’re not posting anything that shouldn’t be posted and that what you're posting isn’t in breach of it, adhere to all the things listed in the privacy policy. Although you want to appear transparent, there are some things you legally cannot post. Always be aware of your business' or university's privacy policy.

-Use social media for news and events updates

Your followers want to know what is going on and what events to look forward to. So tell them. Your social media viewers choose to come to your account to get some type of information, so be sure that you're providing them with the things they want and need to know about.

-Make sure you're creating dialogue, not just pushing content

This goes along with keeping your audience updated. Your followers want to feel like they know you personally and that you're holding a conversation with them. They do NOT want to see you just pushing out your content. I know you have gotten a tweet back from a business or even maybe your school when you've tweeted something about them. Your followers want that same thing; they want to know they matter.

-Maintain the same voice across all platforms

When creating content for your higher education social media accounts maintain the same voice across all platforms. We have preached this topic over and over again, but it is seriously vital to establish a voice and maintain it at all times. You want your viewers to read your content and feel like they know who you are.


Social media opens many doors for universities and colleges to interact with their audience. Follow these do's and don’ts when it comes to social media publishing for higher education social media and you'll be on your way to digital success. Just take a look at the FREE case study below to see how these are just a few of the many practices that Verge Pipe Media can use to help your higher ed brand grow.

HCOB Case Study CTA

photo credit: Social Media via photopin (license)

Topics: higher ed marketing

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