Social Media

Policies

Departmental social media accounts are a great way to reach followers who are interested in particular programs. 

Please contact University Marketing and Communications for assistance for setting up accounts and for advertising with accounts. University Marketing and Communications maintains a list of accounts across the campus community to promote engagement. University Marketing and Communications must also be notified and approve all social media ads to maintain branding consistency and to prevent oversaturation of target audiences. 

Guidelines

  • Please notify University Marketing and Communications if a new account needs to be created, an existing account needs a name change, if you find abandoned accounts, or if account administrators are updated. 
  • Please update accounts regularly. Post content at least two times per week, even if the post is not original (share or retweet). 
  • Please use profile photos with an updated logo or other photo that represents the unit appropriately. Remove profile and cover photos that include any outdated logos. University Marketing and Communications can create a custom social media profile or cover image if needed. 
  • Respond to posts and tweets from followers. Check the communication daily and respond in a timely manner, even if the first piece of communication is simply “We will find out the answer to your question and respond soon.” 
  • Delete all unused departmental social media profiles. 
  • Respond in a timely manner (within 24 hours on weekdays, and the next business day if the message is received on a weekend or holiday). 
  • ALL ETSU-affiliated social media accounts MUST have at least two administrators. This is to safeguard the page in the case where an admin changes jobs, goes on vacation, or is otherwise unable to post content or respond to message. No fake profiles are permitted to administer accounts; fake profiles go against Facebook and Twitter Terms of Service. 
  • Give appropriate credit to assets shared on social media and follow copyright law. Obtain permission before posting something that is not your own original content or original content from a campus organization or a professional organization. If you are unsure whether you are allowed to share something, contact University Marketing and Communications. 
  • Make sure that University Marketing and Communications knows your organization’s social media handle so University Marketing and Communications staff can interact with your page. 

Posting Guidelines

  • Please consider that posts are reflective on the university as a whole and keep the tone engaging and conversational but always professional and polite. Keep personal opinions on your personal social media and maintain an inclusive, welcoming institutional page. 
  • Institutional announcements (such as schedule changes or closings) and statements about community issues should come from the main ETSU social accounts managed by the Office of University Marketing and Communications. Other units should share those rather than develop individual statements. 
  • Make sure you post in a way that promotes community, such as using “we” rather than “I.” For example “We invite you to join us for (name of event).” 
    Accuracy: Our posts should be accurate and honest. Do not mislead or misinform audiences with unclear or inaccurate posts to social media. 
  • Do not post confidential or private information on social media. Follow FERPA and HIPAA policies. Discuss with a supervisor any questions that arise about what should be kept private and confidential. If there are still questions, please call University Marketing and Communications. 
  • Use your account to enhance the ETSU experience for students. Often times, social media is the first thing potential students see. Make sure you show your Buccaneer Spirit and express your ETSU Pride. Your account is a reflection on ETSU as a whole. 
  • Engage pages across campus and join the larger conversion. By tagging other accounts and using ETSU hashtags (see below), you can make sure your page is seen by users who may not know your page is available. This allows new pages to join the larger community conversation. For example, share an organization’s post, post a photo of a relevant event to their page, or congratulate the organization on an achievement via their social media accounts. All of those techniques can not only raise awareness, but they can help create an online community that reflects the values of the ETSU family. 
  • Please be respectful and thoughtful in responses, even if your page receives criticism. 

Photo Guidelines

  • You may post photos that are taken by ETSU photographers. 
  • You may post campus photos that you or your team members (including your students) take. 
  • If you are visiting a high school for recruitment or other purpose, you must obtain written permission from the school’s administration in order to post photos. They will be able to tell you if the students have photo releases on file. 
  • You may take photos of students at an event or in a public setting on campus for your social media accounts. If you are singling a student out for a photo, please ask them to sign a photo release form.
  • Do not take photos of events where minors are present. 

Report Online Bullying and Abuse

Do not engage in negative commentary, insults, or attacks. Please contact University Marketing and Communications, and we can help you decide how best to handle the situation. 

Please contact Public Safety IMMEDIATELY if you receive any threats, dangerous, or otherwise troubling comments or posts on social media. 

Social Media Tips & Tricks

Twitter

  • Use concise and engaging language: Twitter limits you to 280 characters per tweet, so it's important to be concise and to the point. Use engaging language and consider including hashtags to increase visibility. Hashtags such as #BucsGoBeyond, #ETSUTough, #Appalachia. 
  • Use visuals: Tweets with images and videos tend to receive more engagement than those without. Consider including visual elements to make your tweets more engaging. 
  • Engage with your audience: Twitter is a social platform, so it's important to engage with your followers and other users. Respond to comments and retweets and consider participating in Twitter chats and discussions. 

Facebook

  • Use visuals: Like Twitter, Facebook posts with images and videos tend to receive more engagement than those without. Consider including visual elements to make your posts more engaging. 
  • Use Facebook Live: Facebook Live is a great way to connect with your audience in real-time. Consider using it to share behind-the-scenes content, answer questions, or host Q&A sessions. 
  • Engage with your audience: As with Twitter, it's important to engage with your followers and other users on Facebook. Respond to comments and messages and consider participating in Facebook groups. 

Snapchat

  • Use filters and lenses: Snapchat's filters and lenses can add a fun and creative element to your content. Experiment with different filters and lenses to make your snaps more engaging. 
  • Use Snap Map: Snap Map is a feature that allows users to see where their friends are located and what they're up to. Consider using it to showcase your location or to promote events or campaigns on campus. 
  • Post frequently: Unlike other social media platforms, Snapchat is designed for more frequent, casual updates. Consider posting multiple times per day to keep your followers engaged. 

Instagram

  • Use high-quality visuals: Instagram is a visual platform, so it's important to use high-quality images and videos. Consider using editing tools and filters to enhance your visuals. 
  • Use Instagram Stories: Instagram Stories are a great way to share more casual and behind-the-scenes content with your followers. Use stickers, polls, and other interactive elements to make your stories more engaging. 
  • Engage with your audience: As with other social media platforms, it's important to engage with your followers and other users on Instagram. Respond to comments and messages and consider using relevant hashtags to increase visibility. 

LinkedIn

  • Use professional language: LinkedIn is a professional networking platform, so it's important to use professional language in your posts and interactions. 
  • Use visuals: As with other social media platforms, visual content can help make your posts more engaging on LinkedIn. Consider using high-quality images and videos to make your posts stand out. 
  • Participate in groups and discussions: LinkedIn groups and discussions can be a great way to connect with other professionals in your industry or interests. Consider participating in relevant groups and discussions to build your network and establish yourself as a thought leader. 

Main ETSU Channels

Official ETSU Social Channels

Twitter 
Instagram 
Snapchat 
Facebook 
LinkedIn 
YouTube 
Twitch 
Threads (@ETSU)

Hashtags

#BucsGoBeyond 

ETSU's primary hashtag is aligned with the Go Beyond campaign. 

Other hashtags include:  


#ETSUTrailblazers – for use to highlight innovation among student, faculty, staff, or alumni. 
#ETSUTough – for use to express ETSU Pride or support for Athletics. 
#BucsOnParade – for use when highlighting the ETSU Marching Bucs.

Social Media Library

University Marketing and Communications has provided some photographic resources and video assets for social media use. When using university assets for social media, it is important to be mindful and responsible. Consider the context in which the photographs or videos will be used and make sure that they are appropriate for that context. If you are using a photograph to promote the university or a specific event, make sure that you are accurately representing the university or event.