Crisis Communication and Social Media
In times of crisis or emergencies, social media managers play a crucial role in disseminating timely information and maintaining calm. However, it is equally important to coordinate closely with university leadership and follow established crisis communication protocols. This section outlines what to do when an urgent situation or sensitive issue arises:
Crisis Communications Protocol: If a major incident occurs (e.g., campus emergency, significant controversy, or any event attracting widespread attention/concern), pause your regular posting schedule immediately. Refrain from posting any scheduled promotional or routine content that may appear tone-deaf during a crisis.
Contact Victoria Daniels, social media strategist at victoria.daniels@howard.edu and await guidance from the Office of University Communications.
Share or amplify official messages from the university’s main accounts (such as emergency alerts or statements from leadership) rather than creating new, uncoordinated messages. For example, sharing the main @Howard1867 Instagram update about a campus closure ensures consistent information. Do not speculate or release unconfirmed information. If you are unsure whether something is appropriate to post, err on the side of caution: “When in doubt, don’t send it out.”
In some critical cases, OUC may request all departments hold off on posting except for critical updates – comply with these requests to present a united, clear communication front.
If the crisis directly impacts your specific audience, you may post updates or responses only with approved information. For instance, if an event your office organized is canceled due to an emergency, you can post that update, but ensure the wording aligns with central messaging. Always prioritize accuracy, empathy, and reassurance in tone. In any crisis-related post, provide information on where people can find official updates (such as linking to Howard’s emergency page or official statements).
Notify the OUC social media team as soon as you become aware of a potential crisis or sensitive issue that is playing out on social media. This could be anything from a fast-spreading rumor to an unfolding safety issue. Early alert allows OUC to prepare and advise. You can email socialmedia@howard.edu. For after-hours issues, OUC monitors social channels; nonetheless, if you have posting privileges and see an urgent matter (like a threatening comment or a viral controversy involving Howard), escalate it to the appropriate officials (Campus Public Safety, media relations, etc., as appropriate). During an active crisis, maintain open lines of communication with OUC – there may be coordinated response efforts, and you might be asked to assist by monitoring audience sentiments or providing updates from your area.
Outside of crisis situations, daily monitoring of your social media accounts is required. This means checking direct messages, mentions, comments, and relevant hashtags at least once per day (and more frequently during active campaigns or events).
Promptly respond to inquiries or route them to the correct department (for example, if someone asks a question about admissions on a departmental page, ensure it gets answered by you and forwarded to the admissions team). Look out for emerging issues or complaints that may need attention before they escalate. It’s helpful to employ social listening practices: pay attention to what others are saying about Howard University on social platforms, even if not directly tagging your account. This can be done by monitoring keywords like “Howard University” or common nicknames to catch conversations or news about the university. Social listening helps identify positive engagement opportunities and potential PR issues early.
Set up a plan for after-hours and holiday/university closure monitoring especially for critical accounts: many major Howard accounts may have followers in different time zones or active student engagement at night and on weekends. Each account team should rotate or schedule who monitors during off-hours, or at least have notifications enabled for important messages.
Response Time: Aim to respond to customer service inquiries (questions, concerns directed at your account) within 24 hours at maximum.
In a fast-moving issue or crisis, responses may need to be even quicker or in real-time if possible. Even if you do not have an immediate answer, acknowledging a query and stating that you’re looking into it is better than silence.
Develop a clear internal process for escalating certain types of messages or comments. For example, if you encounter a media inquiry via social media, notify the Strategic Communications team within the Office of University Communications. If someone posts a threat or mentions self-harm, involve Public Safety or counseling services as appropriate. If a minor complaint grows into a larger conversation (e.g., multiple people voicing the same concern), inform OUC so they are aware of the trend. By being vigilant and communicative, social media managers become an early warning system for the university’s public perception. Remember, you are not alone – in challenging moments, coordinate with and lean on the expertise of OUC’s communications professionals.
Each social media platform has its own dynamics and best practices. While the core values and voice of Howard University should remain consistent, you should tailor your strategy to play to each platform’s strengths and audience expectations.
Below are guidelines for Howard’s presence on our primary social platforms:
Social Media Platforms Explained
Overview: Instagram is a highly visual platform popular with students, alumni, and the broader community for sharing photos and short videos (Reels/Stories). It’s ideal for showcasing campus life, content featuring students, events (large and small), and milestones in a creative, engaging way.
Content: Focus on high-quality imagery – vibrant photos of campus scenes, student activities, and behind-the-scenes looks at Howard relevant to your department/school/unit resonate well. Leverage features like Instagram Stories for more spontaneous, day-in-the-life content and use Instagram Reels for short, entertaining or informative videos (e.g., a quick lab tour, a cheer routine, or alumni advice snippets). Maintain Howard’s brand in visuals by using our colors and logos subtly (for instance, having the Howard logo on event announcement graphics).
Tone: Keep captions concise yet meaningful. Instagram allows a more casual, personable tone – feel free to use emojis or Howard-specific slang in moderation to convey enthusiasm (e.g., “Bison pride is on 💙!”), but maintain professionalism. Always include relevant hashtags (including #HowardUniversity, #HowardU, and event-specific tags like #HowardHomecoming) in CamelCase for accessibility.
Interaction: Engage with comments on your posts, and consider occasional interactive Stories (polls, Q&As) to boost engagement. Repost (with permission) user-generated content, like a student’s great photo on The Yard, to build community.
Frequency: Aim for a consistent posting schedule, such as 3-10 feed posts per week and more frequent Stories. Quality is key – do not post just for the sake of posting. It’s better to maintain a visually cohesive feed with strong content than to overshare. Use Instagram Insights to track which posts get the most engagement and adjust content strategy (e.g., if videos outperform photos, incorporate more video).
Overview: Facebook remains a platform with a diverse user base, including current students, parents, alumni (often older demographics), and community partners. It’s a key channel for sharing news, event information, longer stories, and engaging in group discussions.
Content: Utilize Facebook to post news articles from the Howard Newsroom, press releases, event invites (via Facebook Events), photo albums from campus events, and videos (Facebook Live can be great for streaming events like convocation or panel discussions). Facebook allows more text, so you can provide context in your posts – but keep the lead sentence engaging and concise for those who may only read the beginning. Use an eye-catching image or graphic for every post to increase visibility.
Tone: A professional and informative tone works best on Facebook, though you can still convey Howard’s warmth and pride. For example, a post about a faculty achievement might lead with “We’re proud to announce…” or “Howard University congratulates Professor X on…” maintaining a celebratory but respectful voice.
Interaction: Monitor comments and messages; Facebook is often a place people go for questions (e.g., “When is commencement?” or “How do I apply for X program?”). Respond promptly, and direct people to official resources. Encourage sharing by highlighting why the news matters (e.g., “Share this historic moment for Howard!”). Consider leveraging Facebook Groups if appropriate (for example, an admitted students group moderated by the admissions office).
Frequency: Posting 3-7 times per week is typically sufficient – enough to stay present in followers’ feeds but not so much as to overwhelm. If your page has fewer news items, minimum aim for a few posts per week to keep the page active. You can re-share content from the main Howard University Facebook page or other official pages to fill gaps and cross-promote important messages.
X (Twitter)
Overview: X (formerly known as Twitter) is a fast-paced platform suited for real-time updates, quick news bites, and conversations. It’s popular among media, academics, students, and alumni for breaking news and commentary.
Content: Keep posts (tweets) short and to the point (while most accounts typically have up to 280 characters, brevity is valued). Share timely updates: announcements, event live-tweeting, links to news or articles, and commentary on relevant trends (for instance, congratulating a sports team win in real time, or joining a higher-ed conversation hashtag). Use visuals like images, GIFs, or short clips to make tweets more eye-catching, but X is also effective for text-only quick news.
Tone: The tone can be a bit more informal and witty on X but remain mindful of representing Howard. It’s acceptable to use a more conversational voice or humor when appropriate (e.g., celebrating a big win with a fun GIF), but avoid any sarcastic or edgy tone that could misfire. Always think before you tweet – even though tweets move quickly, they are very public and can go viral. Maintain respect and positivity.
Hashtags and Mentions: Use trending hashtags strategically if relevant (e.g., #HUCharterDay or participating in national conversations like #BlackHistoryMonth, if tying in Howard content). Mention and tag partner organizations or individuals (with their handles) when appropriate to increase reach.
Interaction: Twitter is excellent for engagement – respond to mentions, answer questions, and retweet positive content about Howard from others. You can also engage by liking or replying to posts where Howard is being discussed (in a professional way). However, be prepared for negative mentions too; respond professionally or take the conversation to direct message if needed, and avoid public arguments.
Frequency: Twitter generally requires a higher posting frequency to stay visible given the rapid timeline. Posting 5-7 times per week is recommended if possible, and during events or peak times, multiple tweets per day are appropriate. For example, during commencement you might live-tweet highlights throughout the ceremony. Use scheduling tools to spread out tweets at optimal times, and consider using Twitter threads for more detailed storytelling rather than a series of disconnected tweets.
Overview: LinkedIn is a professional networking platform, well-suited for reaching alumni, donors, faculty, staff, and partners, as well as for showcasing Howard University’s academic and research excellence.
Content: Focus on sharing professional and academic content: press releases about research breakthroughs, announcements of major grants or partnerships, alumni career accomplishments, thought leadership pieces (e.g., op-eds by Howard leaders), and career or internship opportunities for students. Posts can be a bit longer and more narrative, highlighting the impact and importance of the news. Include a clear headline or key takeaway at the top of your post to grab attention (LinkedIn will truncate long posts). Use high-quality images (such as a photo of researchers in the lab, or a graphic with a quote from a speech) or even PDFs/documents for things like brochures or reports.
Tone: The tone on LinkedIn should be formal, uplifting, and expertise-driven. This is Howard’s chance to shine as a leader in education and research. Use complete sentences and avoid slang. It’s fine to use first person plural (“We are excited to…” on behalf of the university) and to celebrate achievements proudly. Emphasize Howard’s leadership, innovation, and contributions to society – this resonates with the professional audience.
Interaction: Engage with comments especially if alumni or partners leave them. Often, prospective collaborators or media follow LinkedIn, so maintaining an active presence can enhance Howard’s professional reputation. Encourage employees and alumni to share Howard posts to extend reach. Consider leveraging the “LinkedIn Articles” feature or publishing longer content from university leadership occasionally.
Frequency: LinkedIn doesn’t require daily posting – about 2-5 posts per week can be effective, depending on your content pipeline. The key is to share your strongest, most relevant content here rather than every minor update. Consistency is still important (e.g., posting every Monday/Wednesday, etc.), but do not overcrowd people’s feeds. Quality and relevance to a professional audience are paramount on this platform.
Bluesky
Overview: Bluesky is an emerging decentralized social media platform with similarities to Twitter in format (text-focused posts, with images supported). While its user base is still growing, Howard University is establishing a presence to stay ahead of trends and engage early adopters, particularly in the tech and academic communities. We encourage others to contact us about setting up your presence on the platform.
Content: Treat Bluesky as an experimental extension of Howard’s social media. Content can mirror some of what you post on X/Twitter – short updates about news, events, and achievements – but you might also tailor posts to the Bluesky community, which currently leans towards tech-savvy and early adopter users. Share updates about Howard’s tech initiatives, innovative research, or insights from Howard thought leaders. Since Bluesky is decentralized and community-driven, posting conversation starters or questions could be a good way to engage (for example, “What Howard memory stands out for you? Share below!” or “How do you envision the future of HBCUs in the emerging world of ai? #HowardU”).
Tone: Similar to Twitter, a conversational and knowledgeable tone works. You might adopt a slightly more informal, pioneering voice given Bluesky’s ethos (e.g., “Howard University is excited to be here on Bluesky – who else is new to this space? 👋”). Being an early entrant allows Howard to shape its voice in a new platform culture, so remain positive, inclusive, and curious.
Interaction: Engage with other users’ content, especially topics relevant to education, technology, or social issues where Howard has expertise. Because Bluesky is new, even small interactions can build goodwill. Follow other institutional accounts or notable figures as they join.
Frequency: At this nascent stage, a lower frequency is fine – perhaps a few posts per week. The goal is to have a presence and learn what content strategy works as the platform evolves. Keep an eye on user growth; if Bluesky gains significant popularity, Howard’s strategy and posting cadence should ramp up accordingly. For now, consider Bluesky a sandbox for innovation in social media outreach.
Other Platforms & Emerging Trends
For any other platforms not listed, or new platforms that emerge, consult OUC for guidance. Always evaluate whether a new platform’s audience and format align with Howard’s goals before establishing an official presence.)