Social Media Platform

Facebook

Social media and Facebook have become the most popular forms of online communication. Facebook offers an easy, fun and effective way to communicate your department or organization’s mission, network and build recognition. Your presence on Facebook also allows you to reach a wide audience including prospective students, incoming students, staff, faculty, alumni and friends of the University.

How do I use Facebook for a University entity?

Begin by setting up your organization’s account on Facebook here.

Create an “official” page for your UTC organization. Including “University of Tennessee at Chattanooga,” “UTC,” or “UT Chattanooga” in the title will make it easier for users to find your page.

Facebook has Pages and Groups. Know which one will work for you.

Pages are accessible by the general public. They are searchable and can be seen by anyone, even if a person is not registered or logged into Facebook. Pages allow for applications and the opportunity to supply more in-depth information. Pages are intended for organizations, departments and businesses to connect with users who like them.

Groups are helpful if your goal is to create a small community on Facebook. Groups can be created by anyone and about any topic as a forum for people to share their opinions and interests on a subject. Groups can be kept closed or secret, whereas Pages are intended to help an entity communicate publicly. Notifications to those in your Group will appear in their Facebook Inbox like an email. If personal communication is your goal, forming a Group is a better option.

By using Facebook you agree to Facebook's terms and policies. Review here at facebook.com/terms.

Begin posting. Strategies for using Facebook

1. Post often. Share to Facebook at least once a week and keep your posts short and sweet. Posts with 100 – 250 characters (about two lines of text) get 60 percent more likes, comments and shares.
2. Respond to everyone. Respond to comments when necessary, every message and wall posts, even the negative ones.
3. Post photos. Posts that include images are 90% more likely to be clicked on and interacted with.
4. Be polite but real. Social media is a conversation, so keep your writing casual but always respectful.
5. Provide value. Share posts that mean something to your followers and offer information they can use. Meaningless posts can cause followers to lose interest in you and worse, stop following you altogether.
6. Monitor the page daily. Check in to your social media page daily and make sure there is no spam, profane language or otherwise questionable content shared to your wall or included in comments.
7. Promote your page. Ask people in your department or organization to follow your page. Network with other appropriate pages on Facebook by following/liking them as your departmental page. (Email [email protected] if you have questions about who you can/should follow.)
8. Use @ when tagging someone. Tagging other appropriate Facebook accounts in your posts can increase discoverability of your post. In the post, type the “@” symbol followed directly by the page you attempting to tag. Ex: “Congratulations @ChattanoogaMocs for having a 3.0 Student-Athlete GPA average!" Your post now will appear on the wall of the Chattanooga Athletics Department Facebook page.

Instagram

Instagram is a photo-centric social media app that more 800 million people use daily. Instagram now also includes a story feature in which people can post six-second videos that disappear in 24 hours. If your account is public, other Instagram users can like your photos, comment on them and send you direct messages.

Why use Instagram?

Instagram is popular among people ages 18-29, meaning most students are on Instagram. This platform offers the opportunity to share highly visual and unique photos about your department, organization or program. You also can provide an insider perspective by sharing photos or videos and information about your office, services, students, faculty members, staff and more.

How do I use Instagram?

First, download the mobile app on your phone.

Instagram.com also exists in a desktop format. Here you can also explore other profiles, follow other users, edit your profile and even comment on photos all from your web browser/desktop computer.

Connect your Instagram account with other social media networks by sharing graphics with your Facebook and Twitter handles to increase participation on all of your social media accounts.

Strategies for using Instagram

1. Post often to Instagram. Share at least once a week, and up to five times a week. Sharing frequently increases traffic and your follower count. This also will encourage users to participate by liking or commenting on your photos/videos.
2. Engage with other users. Double-tap to like a photo or tap the heart underneath the photo. (Follow and engage only with appropriate users. Do not use any UTC-branded account to express any personal viewpoints.) Mention other users either in the caption or comments. Use “@” before another Instagrammer’s user name and they will be notified they have been tagged in your post.
3. Use appropriate photos that share something unique about your department, organization or program. Keep your photos fresh and appropriate for Instagram by following these tips and tricks for taking, editing and sharing Instagram-worthy photos. https://help.instagram.com/427910070604293/
4. Respond to folks. Show other users you are engaged and paying attention by responding to users comments on your posts. This will help increase your following and encourage other users to engage.
5. Use plenty of hashtags. Don’t be shy here. Use “#” and then a topic or keyword (example: #utchattanooga #MondayMotivation #ThursdayThoughts #chattanooga). These will increase discoverability of your photo by other Instagrammers.
6. Experiment with filters. Instagram provides many filters to change your photo. Take unfiltered photos on your mobile phone’s camera and open them in Instagram to experiment with the various filters to achieve an eye-catching and unique image.
7. Edit with other apps, if possible. Make your photos even more unique by using apps like Photoshop Express, VSCO, Enlight and Mextures.
8. Know how and when to delete a caption or comment. FYI: You cannot edit or modify a caption, but you can go into your “comments” section on an Instagram post, swipe left-to-right and activate the delete (trash can) button. You can do the same with unwanted comments from other users.

Twitter

Twitter and "tweeting" are about broadcasting daily, short, burst messages to the world in the hope that your messages are useful and interesting to someone. In other words, microblogging.

The Rub: Twitter allows only 280 characters per post, or tweet, so you must maximize the characters you have by being creative and concise.

Why use Twitter?

Twitter is a very effective tool for organizations and departments at UTC which need to share frequent information about meetings, conferences, other events, news and/or emergency information.

How do I use Twitter?

Begin by creating a Twitter account. https://help.twitter.com/en/create-twitter-account

Important Information:

• On Twitter, a user name and a screen name are separate items. Example: @UTC_COB is the username and UTC College of Business is the screen name.
• Carefully selecting a Twitter screen name is very important because this is how most users will search for you. People will most likely not know your exact user name and may add spaces into your user name that do not exist. Example: a search for “UTC Athletics” will not find the correct user name, GoMocs.
• Be sure to include the following when creating your UTC affiliated Twitter account: UTC, UT Chattanooga, etc.

Enter your email address, password, and agree to Twitter’s terms and conditions and privacy policy.

In using Twitter, you must not:

• Impersonate others
• Publish or post other's private and confidential information
• Publish or post direct, specific threats of violence against others
• Use Twitter for any unlawful purpose or promotion of illegal activities
• Create serial accounts for disruptive or abusive purposes
• Engage in user name "squatting"
• Use Twitter.com’s address book contact import to send repeat, mass invitations
• Publish or link to malicious content intended to damage or disrupt another user’s browser or computer or to compromise a user’s privacy
• Use Twitter for spamming anyone
• Use obscene or pornographic images either in your profile picture or background photo.

Customize your profile

Use the column on the right side of your account page to upload a profile picture, write a short bio and set up Twitter on your mobile phone so you can post tweets from anywhere.

The one-line bio will appear with the user name and screen name in the search results. Use this section to note your relationship/connection to the University if your user name and screen name have not already made this clear. Using only “UTC” on Twitter could create confusion since the acronym could be used by other universities or users.

Begin Tweeting

Stay below the 280-character restriction: This may seem tricky at first, but incorporating shorthand, hashtags and links help you provide additional information.

Include Links: Push your followers to your website from Tweets. Tweet links to take followers to further information on a landing page or blog that you manage.

Shorten Links: Links should never be long on Twitter, so if necessary use a link shortener like Bitly.com.

Tweet frequently: You must Tweet every day – you can take breaks on weekends. Allow access to your Twitter account to more than one person. You can schedule Tweets as well. Use Tweetdeck.twitter.com to schedule Tweets. How to use Tweetdeck: https://help.twitter.com/en/using-twitter/how-to-use-tweetdeck

Understand why people follow you: Learn why your followers are following you. Track your Tweets that outperform, get the most likes, replies and retweets. This will keep in you in tune with content your followers want to see and you can replicate it for different situations.

Follow other accounts: Feel free to follow all other UTC Twitter accounts and any others applicable and appropriate for your industry, department, office or field of study. Example: As a university, we follow several other regional universities and important entities and people in Chattanooga.

Re-tweet: Tweet content posted by other Twitter accounts that is relevant and appropriate to your organization, department or office.

Use hashtags: Just as on Instagram, hashtags can increase discoverability of your content. They also help organize information on Twitter. It's recommended you use no more than three hashtags in a single Tweet.

Incorporate other Twitter users by tagging them: Example: “Enjoyed a great lunch at @utc_uc (the University Center’s Twitter account) and now can’t wait for @gomocsMBB game tonight!”

Other Tips and Tricks:

Use photos in your Tweets: Tweets that include images/GIFs/video content receive 20% more likes, replies and Retweets. So be sure to include a photo or some other type of visual content in your Tweets.

Use Other Tools: Managing your Twitter account solely through Twitter.com may become difficult as the app/website goes down often due to heavy traffic. Look at free tools like Tweetdeck or Hootsuite to help manage your Twitter account.

Get Help: Talk with others in your office/department/organization and see who else would be interested in helping manage the account, create content and write Tweets. Twitter is the hungriest social media platform, requiring new content daily. Getting someone else to help manage this platform will be crucial.

LinkedIn

LinkedIn is a professional networking site that connects people with employers, jobs and colleagues to exchange information, ideas and opportunities.

Why Should I use LinkedIn?

A LinkedIn profile can connect you with former classmates, enable you to browse jobs by locations or industry and contact other professionals in your field to increase your knowledge and professional visibility.

An organization/office/department at UTC can use a LinkedIn profile by creating groups to connect with students and alumni and to post job openings for paid positions or internships.

A UTC college/department also can create a LinkedIn Company Page, but you must first have a professional LinkedIn profile. (LinkedIn Company Page details are below.)

How do I use LinkedIn?

Begin by creating a LinkedIn profile.

You must use a valid email address and fill in all required information fields. This will help you find people and organizations relevant to your own professional interests.

Fill in your profile. The more thorough you are, the better you are able to use LinkedIn’s features. Add your websites, other social media sites, any published or patented material, résumés and other contact information.

By registering on LinkedIn or using the LinkedIn website, you agree to LinkedIn’s terms of service:

You must:

• Comply with all applicable laws
• Provide accurate information and update as necessary
• Review and comply with LinkedIn’s privacy policy
• Review and comply with notices sent by LinkedIn
• Use the services in a professional manner

You must not:

• Post inappropriate, inaccurate or objectionable content to LinkedIn
• Include information in your profile that reveals your personal identity or personal information such as an email address, phone number or address that is confidential
• Remove any copyright, trademark or other proprietary rights notices contained in or on LinkedIn
• Remove, cover or otherwise obscure any form of advertisement included on LinkedIn
• Harass, abuse or harm another person, including sending un-welcome communications to others
• Collect, use or transfer any information obtained from LinkedIn except as expressly permitted by LinkedIn or the owner of such information
• Share information of non-users without their express consent
• Upload a cartoon, symbol, drawing or any content other than a headshot photograph of yourself in your profile photo
• Use or attempt to use another’s account without authorization
• Falsely state, impersonate or otherwise misrepresent your identity
• Post content that is unlawful, libelous, abusive, obscene, discriminatory or otherwise objectionable
• Include any unsolicited or unauthorized advertising, promotional materials or other forms of solicitation

Start Networking

Find connections. Click the “Contacts” tab at the top of your profile to search for colleagues and classmates. Click on “Add Connection” to search based on email address, company, location, year of graduation and more.

Search or post job listings. Search jobs by location and job field in the “Jobs” tab. If you are hiring, post a job listing here.

Join Groups to discuss topics and ideas relevant to your interests and network with people.

Making the most of your profile

Put forth the most professional and representative image of yourself possible. Part of what makes users so powerful on LinkedIn is the content and information they share. Consider these tips when constructing a profile and networking with other professionals:

Headlines. The headline is a short field next to your profile picture that gives your name, current job position, employer and your main roles or expertise. Use this space to accurately and intentionally describe positions you currently hold and skills you offer.

Sections. LinkedIn allows users to add skills or accomplishments to their profiles. These include things such as languages spoken, projects you are/have been working on, volunteer experience and honors received. These can enrich your profile and add to your appeal when making connections.

Summary. Similar to an “about me” section, the summary field is a great way to more specifically describe who you are, your goals and your skills and abilities. This section also can be used to explain or illustrate successes you have experienced and results you have produced in your work. Important tip: be concise and clear.

Have Focus/Purpose. Since LinkedIn is not simply for casual social interactions, users are encouraged to network on LinkedIn with particular intent in mind. Whether you are trying to find a job, connect with like-minded professionals or learn more about a professional entity, having a focus will help make your time on LinkedIn more effective.

Post and Share. Just as on many other social media platforms, users can post statuses on LinkedIn. Statuses on this platform should express a professional tone and highlight work-related information. Posting about current projects or organization activity is appropriate and keeps connections updated on your work.

Create a LinkedIn group

LinkedIn Groups allow for professionals in similar industries to network, find answers, share content post and find new jobs. You can find groups to join in the Group Directory or view groups suggested for you. You also can create a new group focused on a particular topic or industry.

Don’t focus on selling your organization/entity. Rather, focus on the group and members. Provide content that would appeal to them.

Consider using the polling function. Implement a poll to gauge the pulse of the group.

Carry on the conversations. Facilitate group discussions by posting useful information and prompts for future discussions.

Thank people for contributing. If a member becomes a frequent poster, acknowledge them and encourage them to keep it up.

Make introductions between members. Simple introductions can add a personal touch to your group members’ experience.

Promote the group. Promote your group to your personal LinkedIn network or by posting the group URL on external websites and marketing materials.

Create a LinkedIn Company Page

A LinkedIn Company Page helps others learn more about your business, brand, products and services and job opportunities.

Note: You must first create a LinkedIn profile with your real first and last name before you can complete the below steps to create a Company Page.

To create a Company Page:

Click the Work icon in the top right corner of your LinkedIn Profile’s homepage.

Click Create a Company Page.

Enter your Company Name and choose a URL. All Company Page URLs will structured as linkedin.com/company/[YOUR COMPANY NAME]. Example: University of Tennessee at Chattanooga College of Business.

• While the name of your Company Page doesn't need to be unique, the public URL for your page cannot be the same as one that exists on LinkedIn. LinkedIn members and search engines will use this unique URL to find your page.
• Review the Company Page URL requirements below.

Check the verification box to confirm you have the right to act on behalf of the college or department in the creation of the page.

Click the Create page button.

• If you don't have a confirmed email address associated with your LinkedIn account, you'll be prompted to add and verify your email address.

Click Get started on the welcome screen to begin editing your Company Page.

• A red error message may appear if you have problems adding a Company Page.

Your Company Page URL:

• Must contain at least one non-numeric character.
• Can be a lowercase alphabet, numeric, hyphen, or Chinese, Japanese, or Korean (CJK) Unicode.
• Must not include more than one consecutive hyphen (example, company--name) and can't have a hyphen at the beginning or end (example, -company-name or company-name-).
• Improper characters will be replaced automatically with a hyphen.

To publish your Company Page you must include a company description (250-2,000 characters including spaces) and company website URL. Example: The Honors College would make its landing page on UTC.edu its LinkedIn company page URL: https://www.utc.edu/honnors-college/ 

• Keep in mind that a preview of your Company Page is not available. When you publish the page, it is live on LinkedIn.

Promote your page. Once you’ve created a Company Page, share this information with other employees or students in your department/college and add admins to the page, in case an admin loses access to the page or leaves your unit. LinkedIn can’t provide Company Page admin information to members or replace or remove admins.

Learn more about how to edit your Company Page: https://www.linkedin.com/help/linkedin/answer/1591, and how to manage Company Page admins: https://www.linkedin.com/help/linkedin/answer/4783.