Best Practices
Social Media
Plan social content around a clear audience need, use approved template families, and publish accessibly across platforms.
01
Choose the purpose before the format
Start with the action or understanding the post should create, then choose the platform and template.
- Identify the audience, objective, key message, action, and measurement.
- Choose the matching template family: Announcement, Quote, Data, Webinar, or Membership.
- Write the caption and headline before forcing content into a layout.
- Use a content calendar to coordinate timing, ownership, approval, and links.
Visual example
From goal to format
| Goal | Format |
|---|---|
| Act by a date | Announcement |
| Understand a finding | Data |
| Hear a perspective | Quote |
| Join or watch | Webinar |
| Recognize a person | Membership |
02
Build for the platform and audience
Use the template as a system, then adapt copy and imagery to the platform’s current format.
- Keep essential content inside safe zones and preview common mobile crops.
- Use the correct approved logo or constituent group lockup.
- Keep image text brief and put supporting information in the caption or linked page.
- Resize intentionally; review each format after Canva adjusts it.
Visual example
Example post
APPLICATION DEADLINE
Submit your proposal by October 15
Share your expertise with the NASPA community. Review requirements and apply at the link.
03
Publish accessibly and responsibly
Accessibility and account stewardship are part of the publishing workflow.
- Add meaningful alternative text and accurate captions for video.
- Capitalize each word in a multiword hashtag and limit decorative emoji.
- Verify facts, names, links, permissions, and final approvals.
- Pause and escalate emergencies, criticism, legal concerns, or sensitive topics.
Visual example
Ready to publish
- Alt text
- Video captions
- Links tested
- Names + dates
- Image rights
- Approval recorded
- Correct account
References and influences
These external resources informed the draft’s structure and practices. They do not replace NASPA policy or MarComm approval.
Add alternative text to images
Platform-specific instructions for adding alternative text to feed and article images.
Add alternative text to Facebook photos
Facebook’s editing guidance includes the workflow for adding alternative text before publishing a photo.
Meta
Advancing accessibility at Meta
An overview of Meta’s current accessibility work and approach across its products and emerging technologies.
Hootsuite
Social media calendar guide
Guidance for organizing post dates, platforms, copy, assets, links, ownership, and content mix.