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.

Safe areaClear actionMobile preview

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](https://form.asana.com/?k=k1BnCnePXlzQij2ev89Ecw&d=40073271502809).

[

LinkedIn

### Add alternative text to images

Platform-specific instructions for adding alternative text to feed and article images.

](https://www.linkedin.com/help/linkedin/answer/a519856/adding-alternative-text-to-images-for-accessibility?lang=en)[

Facebook

### Add alternative text to Facebook photos

Facebook’s editing guidance includes the workflow for adding alternative text before publishing a photo.

](https://www.facebook.com/help/322590311283249)[

Meta

### Advancing accessibility at Meta

An overview of Meta’s current accessibility work and approach across its products and emerging technologies.

](https://about.fb.com/news/2025/05/advancing-accessibility-meta/)[

Hootsuite

### Social media calendar guide

Guidance for organizing post dates, platforms, copy, assets, links, ownership, and content mix.

](https://blog.hootsuite.com/social-media-calendar/)

Last updated: 2026-10-08

Live page: https://brand.naspa.org/social-best-practices