Branding Social Media Accounts

Ensure all information shared is factually correct, up-to-date, and appropriate to share publicly. Double-check facts, spelling, names, dates, and links before posting. If an error is made, correct it transparently and promptly – accuracy and honesty uphold Howard’s integrity online​.  

about the university, students, or employees; all content must comply with privacy laws like FERPA and HIPAA and respect university confidentiality policies. When featuring student accomplishments or photos, follow relevant consent guidelines and privacy policies.

Social media is meant to be social – don’t just broadcast messages or post flyers … encourage dialogue. Create content that invites interaction that feels organic and natural to your organization. Showcase the vibrant Howard community by sharing stories that inspire pride, highlight student and faculty achievements, and give an authentic glimpse into campus life. When followers reply or ask questions, respond in a timely and helpful manner to foster engagement. Aim to provide value in every post – whether it’s useful information (event details, deadlines), inspiration (alumni success stories), or even school spirit and humor when appropriate. Add value by ensuring posts either inform, educate, or entertain in alignment with Howard’s mission​. 

Maintain a respectful and inclusive tone in all communications. Do not post anything that you wouldn’t say in a public meeting or campus forum​. Avoid sarcasm or snark that could be misinterpreted, and don’t pick fights – even if encountering criticism, respond calmly and constructively or escalate the issue privately if needed​. Posts should reflect Howard’s welcoming community; be mindful to celebrate the diversity and accomplishments of all groups within our university. Steer clear of content that could be seen as endorsing personal political opinions or partisan positions on official accounts​. Likewise, refrain from commentary on sensitive institutional matters or legal issues on social channels unless officially directed to do so. 

Develop a content calendar to post regularly so your audience knows the account is active. Infrequent or irregular posting can cause you to lose followers’ interest. As a general guideline, aim for a consistent cadence appropriate for the platform (e.g., multiple times per week on major platforms). Industry standards suggest posting roughly 3-10 times per week on Facebook and Instagram, and daily or more on X (Twitter) and as needed on platforms like Linkedin where real-time updates are key​.  
 
Find a sustainable schedule that balances quality and quantity; it is better to have fewer high-quality posts than frequent low-value content. Additionally, consider timing: post when your target audience is most likely online (for example, students may be more active in afternoons and evenings, whereas alumni might engage during early mornings, lunch hours, and weekends). Use analytics to refine your timing and frequency over time. 

Wherever possible, incorporate visuals like photos, videos, and graphics, as posts with compelling imagery tend to perform better​ (video is king).  
 
Ensure images are high resolution and relevant, and videos are captioned (see Accessibility section). Highlight Howard’s iconic symbols (like Founders Library, Bison mascot, etc.) and events (Homecoming, commencement) to tap into school spirit. However, balance promotional content with genuine storytelling—audiences respond best to authentic, humanizing content rather than feeling like they are constantly being marketed to. Content that showcases student experiences, alumni impact, research breakthroughs, and everyday campus moments can build affinity and pride. Always credit your sources or tag collaborators when appropriate (e.g., mention a partner organization’s handle if you’re sharing their news) to acknowledge contributions and increase reach. 
 
If you feel that you have very compelling content worthy of the University’s flagship channels, always feel free to submit a collab request or tag us in your post.  While we can’t approve every post, we will certainly review each request with careful consideration. 

 Approach social media with a plan. Define goals for your account (such as recruiting prospective students, engaging alumni, speaking with subject matter experts, providing customer service, etc.) and let those goals guide your content themes. It can be helpful to map out content for weeks or months in advance around key events and campaigns, while leaving room for timely posts (news or trending topics). Regularly audit your content performance to see what resonates with your audience and adjust your strategy accordingly. If certain types of posts (for example, student themed content or faculty Q&As) get higher engagement, consider doing them more often. Likewise, if something isn’t performing or doesn’t align with strategy, refine or replace it. Remember that each platform is different – tailor your content style and format to best fit the platform (details in Platform-Specific Guidelines below). Above all, remember you represent the university with every post, so content should always uphold Howard’s values and reputation.