Social Media Best Practices and Branding Guidelines

This document supplements the TAMU-CC Brand and Style Guide and Communication Guidelines. In cases where guidance differs, the official TAMU-CC Brand and Style Guide takes precedence.

Purpose

Official social media accounts represent Texas A&M University-Corpus Christi and should support the university’s mission, values, and brand identity. All university-affiliated accounts are expected to follow the TAMU-CC Brand and Style Guide and Communication Guidelines.

Branding Standards

• Use approved university logos and branding elements.
• Follow TAMU-CC color, typography, photography, and logo standards.
• Profile images should use approved department branding.
• Account names should clearly identify the department, program, or organization represented.

Writing and Voice

• Follow TAMU-CC Communication Guidelines and AP Style unless otherwise specified.
• Use official university naming conventions.
• Maintain a professional, welcoming, and student-centered tone.
• Ensure that all content is accurate, proofread, and easy to understand.

Content Best Practices

• Share content that supports university goals and priorities.
• Highlight student success, faculty research, campus life, events, and community impact.
• Prioritize high-quality photos and videos.
• Vary content formats including photos, videos, Reels, Stories, and graphics.
• Create content that encourages engagement and conversation.

Visual Standards

• Use high-quality photography and video whenever possible.
• Limit excessive text on graphics.
• Ensure graphics meet accessibility and readability standards.
• Do not use QR codes on social media graphics. Instead, use link stickers on stories, or link-in-bio tools such as Linktree.
• Obtain permission before reposting user-generated content.

AI Usage

• AI may be used to assist with caption writing and generating content ideas.
• Refrain from using AI-generated visual content, including AI-generated photography, illustrations, or graphics.
• Prioritize authentic photography, video, and other original visual content that accurately represents the university.

Account Activity

Accounts should remain active and regularly maintained.

Recommended minimum activity:

• Instagram: 1 post per week
• Facebook: 1-2 posts per week
• LinkedIn: 1 post per week
• YouTube: 1-2 videos per month
• X: 1-3 posts per week
• Threads: 1-3 posts per week

Accounts inactive for 90 days or more may be reviewed for deactivation. Departments should focus on maintaining platforms they can actively manage rather than creating accounts on every available platform.

Community Management

• Monitor comments, messages, and mentions regularly.
• Respond professionally and respectfully.
• Address questions and concerns in a timely manner.
• Escalate concerns involving safety, legal matters, or university policy to the appropriate university office.

Privacy and Compliance

• Protect student, employee, and university information.
• Follow FERPA and all applicable university policies.
• Do not discuss confidential matters through comments or direct messages.
• Direct users to official university channels when private information is required.

Etiquette and Monitoring

• We encourage users to check their social media accounts at least once daily. Comments and/or messages posted to social networks should be responded to as soon as possible.
• Use good judgment, be professional - Posts on official accounts represent the entire university. When creating content or responding to inquiries, please remember to be polite and conduct yourself in a professional manner.
• Responding to negative comments - Remember to be polite and conduct yourself in a professional manner. If necessary, invite the individual to contact you and/or your department off-line to work toward a resolution. If you need guidance in resolving an issue on your social media accounts, please contact Marketing and Communications for assistance. Notify the University Police Department if you have a situation you feel poses a threat to someone or the university.

Crisis Management

In the event of a campus emergency, the university’s Marketing and Communications department will disseminate approved messages through its primary social media channels. Departments and organizations may be asked to cancel previously scheduled posts to avoid conflicting messaging and amplify official crisis communications by sharing approved posts directly from the university's social media accounts.

Accessibility

• Caption videos whenever possible.
• Use alternative text for images and graphics.
• Ensure graphics are readable on mobile devices.
• Maintain sufficient color contrast and accessible design practices.

More information regarding accessibility

Resources

• University Photo Database (Smugmug)
• Design Guide
• Communications Guide
• Accessibility Guidelines

For branding, account management, or social media guidance, contact socialmedia@tamucc.edu.