Goals of UNO Social
UNO's social media should reach the broadest possible audience through storytelling. It's not enough to treat platforms as a way to share information. Users want to feel invested in the content they're consuming, looking for ways on how the university is affecting their lives and wanting to feel part of a digital community. By engaging with users, we are gaining and retaining students, triggering nostalgic emotions among alumni about their college years, and enhancing civic pride in Omaha.
Audience
Ultimately, UNO Social should appeal to the broadest possible audience, including current students, prospective students, alumni, and the broader community. Think beyond what users inside the building will want to see. Any content aimed at specific audiences (i.e. UNO employees) should be avoided.
Platform Best Practices
All Platforms
The most important note is keeping the platforms visual. Fliers and graphics not purposed for social media should never be used. Additionally, any graphics with text should be limited. Let the image tell the story of the university. If the image is not impactful, then it's not a good post.
- Account Security: Designate more than one social media manager as an admin. If an admin leaves the position, change the login and remove them from the appropriate platforms.
- Hashtags: There is not a UNO-specific hashtag (as of 3/2025). Only use hashtags that make sense to the post and are not generic (e.g. #fall, #college)
- Emojis: Use sparingly; limit to two (2) on a post and don't use for every post to maintain a clean and professional aesthetic.
- Use of Links: Links should be posted only on platforms where users can click on the links. As many platforms likely downgrade posts with links, the use of links is strategic.
The Facebook algorithm is designed to optimize engagement. The News Feed-style algorithm amplifies content based on how often a user engages with a page, timeliness of a post, and users’ engagement habits and behaviors. More frequent posts do not necessarily result in higher engagement because of the algorithm. AI-based recommendations will continue to adjust the feed and as Meta determines the next evolution of the algorithm this could change.
It's always recommended to post more on the type of content is successful on your page (e.g. photo, video, links). Double down on what works the most.
Facebook audiences for the university are diverse with a wide range of affiliations and an array of interests. Keeping it simple on the platform is best to try to reach everyone, so shorter text descriptions work best. When it comes to adding hashtags to captions, they are mostly decorative.
Post at least three (3) times and at most eight (8) times each week. This is based on Facebook’s algorithm which places content from accounts that post and engage more often in feeds but will also limit exposure from pages that post too often.
Keep captions short and provide the best presentation by shortening links and limiting the use of emojis.
Instagram continues to grow in popularity for the university and for the general public. However, for a university the tone is expected to lean toward youthfulness. Rules including uncaptializing the first word of the sentence is loosened, and even alumni expect this to be the space where current and prospective students gather to get a snapshot of what is happening at UNO.
Posts to the Instagram feed should be made at a minimum of three (3) to four (4) times each week, with only one post each day. In its traditional sense, Instagram is a highly visual platform so photos are the main feature. It provides an opportunity to show off aspects of campus life, engaging programming, and memorable moments. With this in mind, captions can be shorter and should not include links as they are not clickable on Instagram posts to the feed.
Instagram stories can provide a space of content that can feature links, as well as ongoing series of content aimed to encourage users to think of the page as essential to their UNO experience.
X
X remains a platform where posting multiple times each day is still a viable approach, as long as the content is strategically crafted. It is recommended to post there at least once per day to remain consistent and current. Photos and videos enhance posts immensely and are highly recommended.
News updates, campus events, and expert insights are popular topics for the university’s community on X. It is also a helpful channel for monitoring online conversations about the institution as many community members are still actively engaged.
The algorithm is watching for relevance based on users’ behavior, recency of the topic in the post, and whether there is visual media with the post. Reposts, with and without your own message, is a popular way to share information on the platform.
Posts should be tailored specifically to the audience. Traditionally, LinkedIn was a space when users are preparing to switch jobs. However, it has increasingly become a more popular place for discussion among peers. It is recommended to diversify content formats to determine what works best for your audience.
Like a social media manager would for Instagram, think about adding lifesyle content as well. Users expect it from a university and there is value in alumni or the broader public to think about their college years.
Threads
The strategy behind a newer platform remains fluid. Like any platform, most success focusing on dynamic photography and celebratory content, including campus imagery and events. Links are clickable in captions providing an opportunity not available on the Instagram feed. Posts with photos and videos garner the most engagement. However, there is room to post as just text.
Accessibility Guidelines
- Add alt-text to images.
- Limit content with text on images.
- Burn captions into your videos. Instagram does not support the addition of caption files to videos, so you should burn captions into video files using tools like Kapwing (paid) or Handbrake (free).
- Check the color contrast in your images if you are conveying textual information.
- Use camel case in your hashtags (i.e., #ThisIsCamelCase). Use hashtags only as needed and at the end of posts.
- Limit the use of emojis to give users with screen readers an easier time of understanding the content.
When to Post & Not to Post
Criteria that content under consideration must address:
- Does the post show how UNO is turning students into scholars?
- Does it show that UNO is building a community?
- Does it show UNO's impact to Omaha and the broader region?
If the post addresses one (ideally all), then it's a good post. If not, then the content should be pivoted for communication to an internal audience.