Carnegie Mellon University
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Best Practices and Guidelines for Setting up Social Media Accounts

Facebook

  • Choose a clear, memorable username: Pick a URL that’s easy to remember and matches CMU branding.
  • Strong visual identity: Use a high-quality cover photo (recommended dimensions: 828 x 315) and a distinctive profile image (180 x 180) that reflects CMU.
  • Complete your profile: Fill out the “About” section with engaging, informative content about your department or unit.
  • Manage access carefully: Assign admin roles to a small, trusted group. You must provide administrator access to at least one other person to ensure uninterrupted access, but please don't take this too far and give too many people access to your page. Use Meta's tiers wisely (admin, editor, viewer, etc.)
  • Post consistently: Aim for regular updates. Several times a week is ideal. If applicable, use scheduling tools to maintain a steady flow.
  • Engage actively: Respond to comments, answer questions, and foster community by tagging relevant accounts and participating in conversations.
  • Monitor insights: Review analytics every 90 days to understand what content resonates and refine your strategy accordingly. NOTE: 90 days is a standard best practice across the social media industry to ensure you aren't making too changes without enough data.
  • Keep content short and visual: Use images and videos to maximize engagement.
  • Never link other accounts: What you post on Facebook should be unique, meaning don't crosspost from X and LinkedIn to Facebook and vice versa. You should have a social media strategy for each platform and adjust accordingly.

X (formerly Twitter)

  • Do not confuse X and Twitter: They are not the same. Just because you were on Twitter doesn't mean you need to automatically be on X. Be aware of your audience's preferences when deciding what platforms you embrace.
  • Consistent username: Select a handle that best mirrors your department or unit, and is consistent across platforms.
  • Professional profile: Use a clear profile photo (400 x 400) and a header image (1500 x 500) that reflects CMU.
  • Consider changing your header images with a regular cadence (for example, 4 times a year to reflect seasons)
  • Informative bio: Craft a concise bio (160 characters) that highlights your purpose and includes your location and website.
  • Secure access: Limit who has login credentials to maintain a consistent voice, but make sure at least two people have access.
  • Post frequently: Aim for multiple posts per day, experimenting with timing to reach your audience. Review regularly and adjust accordingly
  • Engage with your community: Where it makes sense, reply to mentions, retweet relevant content, and participate in conversations. Use hashtags and tag other accounts to increase visibility.
  • Use visuals: Include photos and videos (1024 x 512 recommended) to boost engagement.
  • Monitor performance: Use analytics tools to track reach, engagement, and follower growth. Assess and adjust as needed every 90 days.

Instagram

  • Consistent branding: Use a recognizable profile photo and a visually appealing bio (150 characters) that clearly states your affiliation with CMU.
  • High-quality visuals: Instagram is a visual platform. Post sharp, well-composed images and videos. Use Stories and Reels to highlight events and campus life.
  • Engage with your audience: Respond to comments, encourage user-generated content, and feature student and faculty stories.
  • Content calendar: Plan posts around events, deadlines, and campus highlights. Maintain a regular posting schedule.
  • Monitor analytics: Track engagement rates, reach, impressions, and follower growth to refine your content strategy. Do this once every 90 days.

LinkedIn

  • Brand consistency: Ensure the bio and tagline clearly state your relationship to CMU.
  • Content focus: Share news, achievements, faculty highlights, student success, and alumni stories specific to your school or division. Highlight unique programs, research, and events.
  • Cross-promotion: Regularly mention and tag the main CMU page and other affiliated pages. Share major university news when relevant, but prioritize content that showcases what makes your unit distinct.
  • Admin access: Assign at least two trusted staff as page admins to ensure continuity and security.
  • Engagement: Respond to comments, connect with alumni, and engage with industry partners.
  • SEO & visibility: Remember that LinkedIn is a powerful SEO tool. Use relevant keywords in your page description and posts to improve search.
  • Analytics: Monitor performance metrics to understand what content resonates with your audience and adjust your strategy accordingly. Wait 90 days between adjustments.

Bluesky

  • Handle choice: Choose a handle that aligns with your other CMU accounts.
  • Profile optimization: Complete your profile with a clear description and relevant links.
  • Community building: Follow academic influencers, student voices, and other institutions. Participate in discussions and share thought-provoking content.
  • Content strategy: Share research, campus milestones, and thought leadership. Use multimedia and hashtags to increase visibility. Research hashtags that are specific to Bluesky to ensure maximum engagement.
  • Starter packs: Create curated lists of recommended accounts to help new users discover relevant content and people.
  • Cross-promotion: Link to Bluesky content from other platforms, but maintain a unique presence tailored to Bluesky’s community-driven nature.

YouTube Shorts


  • Focus on short, engaging content: Create vertical videos of 60 seconds or less, focusing on quick, visually engaging content like campus highlights, student life snapshots, faculty interviews, or event teasers.
  • Trend participation: Leverage trending music and hashtags to increase discoverability. Monitor current trends and adapt your content accordingly.
  • Clear messaging: Use on-screen text and captions to quickly communicate your message, as many viewers watch with sound off.
  • Call to action: Encourage viewers to like, comment, share, or subscribe. Add interactive elements such as polls or questions to boost engagement.
  • Posting schedule: Aim for frequent uploads to build momentum and retain audience.
  • Cross-promotion: Share Shorts on other university social media platforms and embed them in newsletters or websites to maximize reach.
  • Analytics review: Regularly check YouTube Studio for insights on views, watch time, and engagement to refine your content strategy. Make larger-scale adjustments once every 90 days.

General best practices across platforms

  • Quality over quantity: Focus on polished, relevant content that reflects CMU's mission and values.
  • Consistent voice: Maintain a clear, professional tone in every post.
  • Security and access: Limit account access to authorized personnel, but ensure at least two people are admins on each account.
  • Analytics and adaptation: Regularly review performance metrics and adapt your strategy based on what works best for your audience. Allowing 90 days between major changes will ensure you have enough data to make the most informed decision.
  • Regularly update your page with fresh content to maintain visibility.
  • Coordinate with UCM for best practices and for updates.
Download Guidelines for Account Setup PDF