Importance
As communicators, it’s crucial to navigate the complexities of branding on various social media platforms. Here are key questions to guide you through the process, ensuring a consistent and impactful representation of the Illinois brand platform on social media.
Target Audience
- Social Media Managers
Brand Guidance
The Essentials
1. Creating branded messaging
- Is our social media messaging aligned with the brand personality, voice and tone?
- Is our social media messaging aligned with the brand messaging themes by audience?
- Is our social media messaging aligned with the brand editorial and style guide?
- How can we adjust our messaging style on each platform to better connect with the platform users?
2. Understanding our audience(s)
- Do we prioritize university’s key audiences when thinking about target audiences?
- What is the age range of our target audience?
- Where are they geographically located?
- What are their interests, preferences and communication styles?
- Are there activities or trends that resonate with them?
- What social media platforms do they use regularly?
- When are they the most active on social media?
- What types of posts or content generate the most engagement?
- How can we tailor content to resonate with them?
3. Setting strategic goals:
- What are our primary objectives for our social media account(s)?
- Do we want to increase awareness, drive engagement or direct traffic to our website?
- How do our goals align with broader university priorities and the brand platform?
- How do our social media goals reinforce the brand voice and identity?
- What specific metrics will we use to measure success on social media?
4. Choosing the right platform(s)
- Which social media platforms are most relevant to our audience?
- How do our social media goals align with the features and strengths of each platform?
- Does our content focus on photography, videos, written content or a combination?
- Which platforms best support the types of content we plan to create?
- How important are data and insights to our work and what platforms can provide it?
5. Staying informed
- How can we stay current with social media trends and platform changes?
- Are there emerging features or content styles that align with our strategy?
- How often are we participating in trends or new platform features?
- Do we have a network in place to consult with other social media experts on campus?
6. Maintaining consistency
- Do we have a consistent naming convention across all platforms?
- Is our visual style consistent with the brand style including colors, typography and graphic elements?
- Have we communicated our social media strategy and plan to all relevant team members?
7. Crafting compelling bios
- What key information should be included in our account bios to attract and retain followers?
- Can we incorporate brand essentials into our bio to align with the brand identity?
- Does our bio include a clear and compelling call-to-action, such as visiting our website?
8. Visual identity
- Are our profile and cover photos aligned with the established brand design standards?
- Have we downloaded and used the brand templates available to ensure visual consistency across platforms?
- Are our social media graphics consistent with the brand graphic elements and iconography?
- Is our social media photography and videography visually aligned with the brand guidelines?
- Do we prioritize accessibility in our social media visual content?
9. Anticipating challenges
- Do we proactively plan for potential crises or negative feedback on social media?
- In a crisis, what steps will we take to respond promptly and professionally?
- Do we have a list of contacts to alert when a crisis arises?
- Do we have mechanisms in place for monitoring social media channels in real-time?
10. Continuing to evaluate
- Do we regularly review and adjust our social media strategy based on performance and changes in objectives?
- What metrics and tools can we employ to measure progress toward our goals?
Additional Resources
- For additional guidance on how to align your social media presence with the Illinois brand, visit the social media brand guidelines webpage.
- To explore successful examples of branded university accounts, refer to the Illinois Verified Accounts Directory.
Contact
Lea Peck, Associate Director of Social Media & Digital Strategy, leapeck2@illinois.edu