Social Media Best Practices

Who Has Access

Select a limited number of team members to have access to your social media accounts. I suggest having at least three people, including the principal. These people may not actually be posting, but it is always good to have multiple people, just in case someone leaves, you will still have access. 

• Only select people you trust. 
• You can ask the Communications Department to be one of the people with access. 

Generating Content

Who is responsible for generating posts/content?
This should be part of your overall strategy. 
It can and should be more than one person.

Submitting Content

There should be a known procedure for teachers and staff to submit social media content. 

Someone with account access should be the person responsible for receiving and posting this content. 

• Potentially set up a schedule for a teacher, class, team, club, coach, etc. to submit one or two posts a month.
• Make sure teachers are aware of Photo Opt Out status of students. 

Student Generated Content

There are ways, like Class Intercom, to provide a reliable and safe platform for students to generate social media content. 

• This could be part of a class or club project

Posting Consistency

For social media accounts to be successful, they need consistent posts/content. 

• Pick a rhythm that your team can consistently follow, somewhere between 2 and 4 times per week. 
• Stick to that schedule. 
• You can post more, but never less. 
• Suggest “sharing” at least one post a week from another account, like the Zone or District, or from another educational organization or local news.

 

What to Post

• Follow your purpose and goals.
• Your target audience is mostly your families. 
• Post content that showcases your school culture.
• Post content that informs.

Content Ideas

• School Events: band, choir, sports, JROTC, Art
• Classroom Activities: Kids at a table, science projects, robotics, teacher/student interaction
• Club Activities
• Holidays
• Awareness Days/Weeks/Months
• Awards and Recognitions: students of the month, conference honors, all state, etc. 
• Logistics: early release, parent/teacher conferences, evening events, breaks, no school, first day, etc. 
• Field Trips
• Nothing At All: Anytime two or more people are gathered, there is an opportunity for a photo. Families like to see their kids. Even if it is just a few kids smiling at the camera. 
• Follow other Schools: see what they post, steal the ideas
• Follow Up: if you post a team or group is going to an event, like a championship game or competition, you need to make sure you post the results, even if they don’t win. 

What to Include

Every post needs a statement, text, and a caption to let people understand what this post is about. It should be written as if you are telling a story that is brand new to someone, someone that doesn’t know anything about your school. This helps when other people share it. Don't use abbreviations or acronyms.

• Who is in the photo?
• What are they doing?
• When did this happen, or is going to happen? 
• Where did this or will this happen? (This could be the least important, you don’t always have to say at your school. That’s assumed.)
• Why did this happen? (This is usually the most important part, the purpose, the reason, the connection to your school culture.)

Imagery

Use quality photos, graphics, Reels, or video to help tell your story

• Use your best photo first
• If posting BOTH video and photos, use a photo album and upload video(s) first
• Don’t use blurry or low resolution photos, shaky videos, or videos with bad sound
• Be aware what is going in the background of photos.
• Don't post photos if students are making unknown or rude hand gestures. 
• Make sure if you use images/videos of students that they have not submitted the Photo Opt Out policy in Powerschool, unless participating in one of the exceptions.
• Graphics / Flyers
  • Do not use text-heavy Graphics or Flyers.
  • See our Graphic Examples Page to see the difference between limited-text graphics and text-heavy graphics.

Photo Captions

• Use Photo Captions when appropriate to describe the photo or who is in the photo, especially when the text content of the post is not sufficient.
  • Don’t tag teachers, staff or students (see below)
  • Photo Captions are not Alt Text (see below)

When To Post

• Suggest posting content in the afternoon
  • Most families are using social media in the late afternoon, early evening.
  • Continually watch how and when your families interact with your posts.
• Post important / immediate info ASAP, like an unexpected early release
• Use Meta Business, or another program, to schedule posts

Posting Smore to Facebook

Yes it is OK to post most Smore newsletters to Facebook, like your regular weekly or monthly newsletters.

But don’t post Smore newsletters that are event only content. People don’t like to click on something that they really don’t need to because you didn’t create an event post or a FB event. 

It’s an extra click. Use a limited-text graphic and default text content.

Weather

If you post or share weather delay or closure information, you MUST do it every time. 

• Give this some thought before doing it. 
• You can simply let the District handle this. 
• But if you post or share, your families will expect you to do this for each weather event. 

Share

If the district posts a story about your staff, students or school, or if there is something District related that would interest your community…Share it.

If a local news outlet or organization has a positive story about your school, share it.

Tag/Mentions

Tag/Mentions are a way to connect other social media accounts to your post with a link

• Use the @ symbol when typing the name of an account

Tag a school, a school team/club, the district and/or zone (and other organizations if appropriate, like your PTA) in your social media posts. 

• This helps improve your views and reach. 
  • Your post could reach a person who likes/follows someone you Tag, that doesn’t follow your account
  • An account you tag is more likely to “like” or “share” your post.
• You can Tag a school or zone (etc) within a sentence when it makes sense
• For a list of Tags, put that at the end/bottom of the post
• Don’t tag teachers or staff members
  • Many times other people will tag teachers/staff/families in comments, that is OK. 
• Never tag students

Hashtags

• Hashtags are used to categorize content and make it searchable
• You are allowed use appropriate #hashtags. 
• They are not always needed. 
• Use The Camel Case For Hashtags. #FirstLetterOfEachWordIsCapitalized
• Put lists of hashtags at the end/bottom of the post

 

Text Content

• Use Clear Concise Language
• Avoid cliches and colloquialisms that won’t translate well
• Don’t use ALL CAPS in sentences. 
• Use limited Emojis
  • Emojis can present as out of context for screen readers
  • Some social practices say to use them a lot, ADA says to put them at the end
• Place Hashtags at the end. 
  • Use Camel Case for Hashtags: #PurpleUpForMilitaryKids
  • Some hashtags that already exist might try to put them in all lowercase.
• Place Tagged groups at the end. 
  • You can Tag groups within a sentence in regular content
    • like the name of a school.
  • This is for one or more Tagged groups you want to reference.
• Most social accounts don’t allow for Descriptive Links.
  • Use descriptive text reference before the link: “Read the full story LINK”
  • ADA suggests using a URL shortener like Bit.ly for links

Photos

• If possible, describe in the text content of the post what the photos reference.
• Use Alt Text/Tags for ALL photos
  • Alt Tags are not the same as Photo Captions
  • Yes, some or all Alt Text could be the same
  • When appropriate use the teacher or staff name, 
  • Only use a student’s name when truly needed
    • When the post is specifically about the student, like an award
• ADA Best Practices says to also use “image descriptions,” this is a suggestion
• Photo Albums are fine to use
  • Make sure to include a description of the photos in the text content of the post
    • Example: This photo album includes photos of teachers working with students in a classroom
  • Yes, all photos should have an Alt Tag. 
  • If you decide to add alt tags, it could be the same

Graphics

• Don’t Post Text-Heavy Graphics / Flyers
• Use Limited-Text Graphics
  • About a Dozen words or less.
  • Be creative and colorful, but make sure there is sufficient color contrast between the text and background
  • Post the remainder of the useful text in the body of the post
• Use the text in the graphic as part of the regular text content of the post
• Use Alt Text on the graphic
  • Use the text from the graphic
  • If more information is needed, add that as well
• Do not use flashing or strobing effects with graphics or photos.
• Third-Party Graphics / Flyers
  • Don’t share noncompliant or inaccessible graphics.
  • Ask the organization to resend with a limited-text graphic and text in a word document.
• Colors need to be high contrast, meaning when using text, the letters need to be very distinguishable from the colors used behind/around them.

  • The recommended contrast ratio is at least 4.5:1 for regular text and 3:1 for large text.

  • Black text on while or light background is always good.

  • You can uses other colors. 

• See our Graphic Examples Page to see the difference between limited-text graphics and text-heavy graphics and high/low contrast colors. 

Videos

• Most platforms provide automatic Captions
  • Confirm the captions are correct and synced after posting
  • Correct if needed
• Share Scripts when possible
• Don’t use video to share text-heavy content.
• Any text shared in videos needs image descriptions in the captions
  • For example: Event information

Other

• “Stories” on Instagram and Facebook are typically not ADA compliant
  • Please don’t use them
• Don’t Post or Share noncompliant or inaccessible content

• Do not engage in conduct that is rude or disrespectful, use vulgar language or racial slurs, or post materials that are inflammatory, defamatory, offensive, harassing or indecent.
• Do not pick fights or respond to abusive comments. Contact the Communications Department if you have concerns about a comment or user.
• Do not post or forward unsubstantiated rumors.
• Do not claim to speak as a school spokesperson unless you are officially designated the job responsibility to do so.
• Do not assume you are anonymous.
• Do not “Block” people from your school accounts, as this goes against public access standards, contact the Communications Department for questions.
• Do not post images/videos of students that have submitted the Photo Opt Out policy in Powerschool, unless participating in one of the exceptions.
• Don’t post or share noncompliant or inaccessible content

Yes, you are free to have your own personal social media accounts

Things To Keep In Mind

• Students and Parents will search for your social media accounts
• Parents have been known to raise concerns to principals and school districts about the content (text, photos, memes, etc.) posted or shared on personal social media accounts.
• Don’t post photos of students
• Be mindful / cautious before “friending” or “following”...
  • Parents of current students 
  • Former students
  • Both of those could be friends with current students

District Policy GBEE

Policy GBEE: Staff members are discouraged from communicating with students through personal social media platforms/applications or texting. Staff members are expected to protect the health, safety and emotional well-being of students and to preserve the integrity of the learning environment. Online or electronic conduct that distracts or disrupts the learning environment or other conduct in violation of this or related district policies may form the basis for disciplinary action up to and including termination.

Please see other District Policies for Staff Conduct under Section G: Personnel

When a group or organization asks you to share a flyer (PDF / Graphic) on social media or in your newsletter for an event or fundraiser, it must meet accessibility requirements.

Please send them to this webpage for Flyer Requirements.