Best Practices

Determine Your Voice & Tone

Establish a consistent voice that reflects the personality of your school, college, or department. Consider your target audience and craft a voice that is appealing to your followers. Social media is somewhat informal, so it’s okay to be casual. It’s also important to remember that you represent UConn, so let the University’s brand and culture be your guide.

Add Value

Social media networks are full of users with a variety of messages and agendas. Wondering how you can rise above the noise? Focus on creating and sharing unique content that provides value to your audience. If you can provide them with valuable content, they will pay attention.

Keep the Social in Social Media

Social media is about relationships, so focus on connecting with your followers and finding ways to engage with them. Divide your time between creating content and engaging with your followers on a regular basis. If they ask a question, be sure to provide an answer. If they comment, thank them for their input.

Keep it Concise

While Twitter limits your messages to 140 characters, Facebook, Instagram and other networks don’t provide a character limit. But, even without a character limit, keep your messages concise. The general rule on social media is that the shorter your posts are, the better. However, in some cases, this makes longer posts more likely to stand out. It’s in your best interest to vary the length of your posts to see the highest possible reach.

Don’t Over Post & Share

While it’s important to post regularly so your followers stay connected, posting too often can turn your audience off. It’s okay if you don’t have something to post sometimes. Most importantly, don’t post just for the sake of posting. Instead, focus on sharing items that are of value to your community and reflect well on your brand.

Sit This One Out

You don’t have to be a part of every conversation that mentions your School, College, or department. It’s okay to sit back and listen sometimes.

Be Transparent

Openness goes a long way in social media. Be as transparent as possible. Be honest. Acknowledge mistakes or when you don’t have an answer. It’s most important to be responsive.

Handling the Negative

Negative comments will eventually come your way. While it may be tempting to delete them, please don’t. Deleting comments will often lead to more negativity and has even created public relations disasters for some institutions and companies. Instead, focus on determining whether you should respond or just let the comment be. Avoid engaging with trolls who try to incite reactions. Need help deciding how to handle a negative comment? Contact Emily Zangari, manager of social and emerging media, at for support.