Social Media Tips & Best Practices

Facebook

Registration Requirements

Managing a Facebook page requires having a personal Facebook account. If you do not have one, you will need to create one. If you have one but do not wish to use it, then you may create a second account solely for work use, but please be advised that having two Facebook profiles violates Facebook's terms of service, and your accounts may be deleted by Facebook without warning. (This is rare, but we just want you to have all the facts.) Also, your personal information will never be made public because you are a page administrator.

How to Register

Contact Web Communications at web@CalLutheran.edu to request a Facebook page. We will create the shell for your new page and assign manager accounts. We will then work with you to make sure that your page's visual identity is in line with the university's brand guidelines.

How to Maintain Security

Your Facebook page is only as secure as your personal Facebook account. Therefore, make sure that you take the same security precautions with it as you would any work account, including using strong passwords.

Only Web Communications can add or remove managers to a Facebook page. Please contact us immediately when there is a change in page managers.

Page Name & URL

Generally, Facebook names and URLs will need to be of this format:

  • Name: Cal Lutheran [Official Name of Entity]
  • URL: facebook.com/clu.[abbreviation]

There are a few exceptions, and we will work with you to select the best format for your page.

Profile Picture

Your page's profile picture serves as a visual identifier for your page's presence around Facebook. It will accompany your posts and any comments your page makes. The university's brand guidelines require that you use a logo-less photograph as your profile picture. (A photograph of a physical object that has your logo on it is acceptable.) Pick an image that is iconic and unique to your group. It may be your building, office, or some of your students in action. Get creative.

  • Profile Picture: 400 x 400 minimum

Cover Photo

The cover photo serves as a header image to your page. It helps set the visual tone of your content. It needs to follow the same basic guidelines as your profile picture, but its larger size gives you more freedom to show off what your group is all about.

  • Cover Photo: 1702 x 630 minimum

Best Practices

  • Visual content usually gets the best response. Use images to tell your story whenever possible.
  • Posting photo galleries of events can be a great way to give people an opportunity to engage with your page. Those who attended can tag themselves and others in the photos, bringing additional attention to your content.
Twitter

Registration Requirements

A Twitter account must be linked to a unique email address (i.e., you can't have more than one Twitter account associated with a given email address).

The email address associated with your Twitter account needs to be a generic department email address (e.g., geology@CalLutheran.edu) and not an individual's CalLutheran.edu or personal email address. If you do not have a group address, ISS can create one for you. (It can then forward email to you and whoever else needs to be privy to it.) Contact the ISS Help Desk to request this.

How to Register

Contact Web Communications at web@CalLutheran.edu with the account information you want to use. We will then work with you to make sure that your page's visual identity is in line with university brand guidelines.

How to Maintain Security

Because login credentials have to be shared among account managers, be sure to change the password after anyone leaves as an account manager, including students. This helps protect your account from unauthorized access.

When there is a password or account manager change, please contact Web Communications immediately so that we can update our records.

Profile Name & Handle

In keeping with its brief nature, Twitter has the following limits:

  • Name: 20 characters
  • Handle: 15 characters

We will work with you to select the best format for your profile information.

Profile Image

Your page's profile image serves as a visual identifier for your page's presence around Twitter. It will accompany all of your tweets and replies. The university's brand guidelines require that you use a logo-less photograph as your profile image. (A photograph of a physical object that has your logo on it is acceptable.) Pick an image that is iconic and unique to your group. It may be your building, office, or some of your students in action. Get creative.

  • Profile Image: 400 x 400 minimum

Header Image

The header image serves as a cover photo to your Twitter profile page. It helps set the visual tone of your content. It needs to follow the same basic guidelines as your profile image, but its larger size gives you more freedom to show off what your group is all about.

  • Header Image: 1702 x 630 minimum

Background & Theme Colors

Your account should not use a background image. Unless otherwise arranged with Web Communications, it should use these colors:

  • Background Color: #3B2360
  • Theme Color: #6A4C92

Best Practices

  • Do not use slang abbreviations. Yes, character space is limited on Twitter, but don't compromise the brand just to get under 140 characters. Using "&" instead of "and" is an example of an acceptable compromise. Using "ur" instead of "your" is not.
Instagram

Registration Requirements

Due to Instagram's mobile-centric nature, you will need a supported mobile device to create and manage your account. This can only be done through the official Instagram app—you will be unable to use a desktop or laptop computer.

The email address associated with your account needs to be a generic department email address (e.g.,geology@CalLutheran.edu) and not an individual's CalLutheran.edu or personal email address. If you do not have a group address, ISS can create one for you. (It can then forward email to you and whoever else needs to be privy to it.) Contact the ISS Help Desk to request this.

How to Register

Contact Web Communications with the account information you want to use. We will then work with you to make sure that your account's visual identity is in line with university brand guidelines.

How to Maintain Security

Since the official Instagram app can only be logged into one account at a time, it is recommended that your group have a dedicated device (such as an iPod Touch) for exclusive use with this account. This also helps keep the account secure. (Note: There is no official Instagram app for the iPad.)

Because login credentials have to be shared among account managers, be sure to change the password after anyone steps down as an account manager. This helps protect your account from unauthorized access. When changing the password, select the option to log out of other devices.

When there is a password or account manager change, please contact Web Communications immediately so that we can update our records.

Account Name & Handle

Instagram has the following limits:

  • Name: 30 characters
  • Handle: 30 characters

We will work with you to select the best format for your account information.

Account Icon

Your account icon serves as a visual identifier for your presence around Instagram. It will accompany all of your posts and comments. The university's brand guidelines require that you use a logo-less photograph as your account icon. (A photograph of a physical object that has your logo on it is acceptable.) Pick an image that is iconic and unique to your group. It may be your building, office, or some of your students in action. Get creative.

  • Account Icon: 400 x 400 minimum

Best Practices

  • People cannot click links in Instagram posts, so do not use them.
  • Your profile link must be a link to your main web site. Do not change this.
  • Keep caption text to a minimum. People are on Instagram to see pictures, not read tons of text.
  • Keep hashags to a minimum. Only use those that are key to the post's content.
  • Post actual photos. Only use pre-made graphics when absolutely necessary.
LinkedIn

Registration Requirements

Managing a LinkedIn group requires having a personal LinkedIn account. If you do not have one, you will need to create one. Please note that due to LinkedIn's interpersonal nature, you can only post in a group as yourself, not under an alias or as the entity you represent. If you are not comfortable with this approach, you will not be able to manage a LinkedIn group.

How to Register

Contact Web Communications at web@CalLutheran.edu to create a new LinkedIn group. We will create the shell for your new group and assign manager accounts. We will then work with you to make sure that your group's visual identity is in line with the university's brand guidelines.

How to Maintain Security

Your LinkedIn group is only as secure as your personal LinkedIn account. Therefore, make sure that you take the same security precautions with it as you would any work account.

You are responsible for adding or remove managers to a LinkedIn group. However, please contact us immediately when there is a change in group managers so that we can update our records.

Group Name

Generally, LinkedIn group names will need to be of this format:

  • Cal Lutheran [Official Name of Entity]

There are a few exceptions, and we will work with you to select the best format for your group.

Group Logo

Use your official Cal Lutheran logo lockup as the group logo. If you do not have one, you may request one via the Brand website: CalLutheran.edu/brand.

  • Group Logo: 100 x 50

Small Logo

LinkedIn will use your main group logo as your small logo by default. You will only need to upload a separate image if there is an issue with the smaller version they automatically generate.

  • Small Logo: 60 x 30

Hero Image

The cover photo serves as a header image to your page. It helps set the visual tone of your content.

  • Hero Image: 646 x 200 minimum

Best Practices

  • Group content will be associated with the person who posted it. This includes any group administrators. Be sure the person posting is someone you want to be "the face" of your group.
YouTube
 

Managing a YouTube Channel

Due to Google's constant changes to YouTube account management, please contact Web Communications at web@CalLutheran.edu for more information on how to create and manage a YouTube channel.

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