Social Media

ETSU Brand

Social Media Procedures

Departmental social media accounts are a great way to reach followers who are interested in particular programs. 

Please contact University Marketing and Communications for assistance for setting up accounts and for advertising with accounts. University Marketing and Communications maintains a list of accounts across the campus community to promote engagement. University Marketing and Communications must also be notified and approve all social media ads to maintain branding consistency and to prevent oversaturation of target audiences. 

Guidelines and Resources

These guidelines apply to ETSU-affiliated social media accounts of departments, programs, colleges, and special projects across campus that are not directly managed by University Marketing and Communications (UMC). Units are expected to follow these procedures and use the resources provided to support account security, continuity, and brand consistency while maintaining ownership of content and day-to-day account management.

Account Registration and Approval

  • All existing affiliated accounts must be on file with UMC and maintain records. If you have not yet registered your account with UMC, click here.
  • Prior to creating a new affiliated account, the unit or department must submit a request for approval by UMC.
  • As part of this request, the department or unit will be asked to provide a basic social media strategy outlining:
    • The goals or purpose of the account
    • The intended audience
    • Plans for keeping the account updated with content posted regularly (at least five times per month)
  • A template for creating your social media strategy can be found here.
  • Alternatively, if you do not plan to post regularly, it may be better to find a different channel for communicating or talk to your UMC partnership manager about potentially sharing your content on the primary ETSU social media channels.
  • Please notify University Marketing and Communications through your partnership manager if:
    • A new account needs to be created
    • An existing account needs a name change
    • You find abandoned accounts
    • Account administrators are updated

Account Administration and Security

  • A full-time ETSU staff member for the department or unit must be assigned as an admin on all affiliated accounts.
  • GAs, student workers, or other part-time employees cannot be the only department- or unit-level admins.
  • ALL ETSU-affiliated social media accounts must have at least two administrators to safeguard access during staffing changes or absences.
  • No fake profiles are permitted to administer accounts; fake profiles violate platform terms of service.
  • Delete all unused departmental social media profiles.
  • New accounts must adhere to all guidelines outlined above unless an exception is approved in writing by the Vice President for Marketing and Communications or designee.
  • Usernames and handles must follow the format etsuunitname. Acronyms or short-form names are acceptable if they are widely used and recognized. Acceptable examples: etsuvolleyball, etsugearup, etsucbat, or etsuaccounting.
  • UMC reserves the right to report unauthorized social media accounts for termination to protect the university’s brand and mitigate online risk.
  • While UMC will not assume responsibility for maintaining or updating most university-affiliated social media accounts on a day-to-day basis, UMC reserves the right to remove or edit posts without notice in the following circumstances:
    • There is a factual or grammatical error in the post
    • The post is in significant violation of brand standards
    • The post takes a stance on a political or social issue that has not been formally adopted by the institution and its official spokespeople
    • The post is vulgar, contrary to the university’s code of conduct, or otherwise inappropriate.
  • Additionally, UMC may occasionally partner with affiliate accounts on campaigns or special initiatives to create or post content. In these instances, UMC staff will work with the managers of the account(s) to plan and coordinate.

Content Standards and Accessibility

  • All social media content posted on affiliated accounts must be fully accessible, including alt text and captions. Get our social media accessibility guide here.
  • Give appropriate credit to assets shared on social media and follow copyright law.
  • Obtain permission before posting content that is not original or from a campus or professional organization.
  • If you are unsure whether content can be shared, contact University Marketing and Communications.

Community Management

  • Respond to posts and messages from followers.
  • Check communication daily and respond in a timely manner, even if the initial response is simply, “We will find out the answer to your question and respond soon.”
  • Respond within 24 hours on weekdays and by the next business day if a message is received on a weekend or holiday.
  • All affiliate account managers must be aware of and adhere to ETSU’s obligation to protect free speech.
  • As a public university, ETSU protects free speech under the First Amendment in all public spaces, including social media and digital advertising.
  • Account administrators may not delete public comments except in very rare instances.
  • Social media managers must notify UMC before hiding or deleting any public comment they believe may require action.

Branding and Best Practices

  • Use profile photos with an updated logo or imagery that appropriately represents the unit
  • Remove profile and cover photos with outdated logos
  • Request custom social media profile or cover images from UMC if needed
  • Update account descriptions or bios to include “official affiliate of @etsu” (or the appropriate ETSU handle)
  • Add the main etsu.edu URL to the list of URLs for the account 
  • Utilize ETSU’s official Canva templates to maintain brand consistency. Canva templates for creating profile images and social media content can be found here.
  • Include:
    • A physical street address associated with your unit (not a PO Box)
      • If you do not have an appropriate street address, you may use: 1276 Gilbreath Drive, Johnson City, TN 37614
    • The main phone number for your department or unit
      • If you do not have a phone number, you may use the main university line: (423) 439-1000

Make sure University Marketing and Communications is aware of your organization’s social media handle so UMC staff can interact with and support your page.

Posting Guidelines

  • Please consider that posts are reflective on the university as a whole and keep the tone engaging and conversational but always professional and polite. Keep personal opinions on your personal social media and maintain an inclusive, welcoming institutional page. 
  • Institutional announcements (such as schedule changes or closings) and statements about community issues should come from the main ETSU social accounts managed by the Office of University Marketing and Communications. Other units should share those rather than develop individual statements. 
  • Make sure you post in a way that promotes community, such as using “we” rather than “I.” For example “We invite you to join us for (name of event).” 
    Accuracy: Our posts should be accurate and honest. Do not mislead or misinform audiences with unclear or inaccurate posts to social media. 
  • Do not post confidential or private information on social media. Follow FERPA and HIPAA policies. Discuss with a supervisor any questions that arise about what should be kept private and confidential. If there are still questions, please call University Marketing and Communications. 
  • Use your account to enhance the ETSU experience for students. Often times, social media is the first thing potential students see. Make sure you show your Buccaneer Spirit and express your ETSU Pride. Your account is a reflection on ETSU as a whole. 
  • Engage pages across campus and join the larger conversion. By tagging other accounts and using ETSU hashtags (see below), you can make sure your page is seen by users who may not know your page is available. This allows new pages to join the larger community conversation. For example, share an organization’s post, post a photo of a relevant event to their page, or congratulate the organization on an achievement via their social media accounts. All of those techniques can not only raise awareness, but they can help create an online community that reflects the values of the ETSU family. 
  • Please be respectful and thoughtful in responses, even if your page receives criticism. 

Photo Guidelines

  • You may post photos that are taken by ETSU photographers. 
  • You may post campus photos that you or your team members (including your students) take. 
  • If you are visiting a high school for recruitment or other purpose, you must obtain written permission from the school’s administration in order to post photos. They will be able to tell you if the students have photo releases on file. 
  • You may take photos of students at an event or in a public setting on campus for your social media accounts. If you are singling a student out for a photo, please ask them to sign a photo release form.
  • Do not take photos of events where minors are present. 

Report Online Bullying and Abuse

Do not engage in negative commentary, insults, or attacks. Please contact University Marketing and Communications, and we can help you decide how best to handle the situation. 

Please contact the ETSU Police Department IMMEDIATELY if you receive any threats, dangerous, or otherwise troubling comments or posts on social media. 

Social Media Tips & Tricks

X (Twitter)

  • Use concise and engaging language: X limits you to 280 characters per tweet, so it's important to be concise and to the point. Use engaging language and consider including hashtags to increase visibility, such as #BucsGoBeyond, #ETSUTough, #Appalachia. 
  • Use visuals: Tweets with images and videos tend to receive more engagement than those without. Consider including visual elements to make your tweets more engaging. 
  • Engage with your audience: X is a social platform, so it's important to engage with your followers and other users. Respond to comments and retweets and consider participating in chats and discussions. 

Facebook

  • Use visuals: Like Twitter, Facebook posts with images and videos tend to receive more engagement than those without. Consider including visual elements to make your posts more engaging. 
  • Use Facebook Live: Facebook Live is a great way to connect with your audience in real-time. Consider using it to share behind-the-scenes content, answer questions, or host Q&A sessions. 
  • Engage with your audience: As with Twitter, it's important to engage with your followers and other users on Facebook. Respond to comments and messages and consider participating in Facebook groups. 

Snapchat

  • Use filters and lenses: Snapchat's filters and lenses can add a fun and creative element to your content. Experiment with different filters and lenses to make your snaps more engaging. 
  • Use Snap Map: Snap Map is a feature that allows users to see where their friends are located and what they're up to. Consider using it to showcase your location or to promote events or campaigns on campus. 
  • Post frequently: Unlike other social media platforms, Snapchat is designed for more frequent, casual updates. Consider posting multiple times per day to keep your followers engaged. 

Instagram

  • Use high-quality visuals: Instagram is a visual platform, so it's important to use high-quality images and videos. Consider using editing tools and filters to enhance your visuals. 
  • Use Instagram Stories: Instagram Stories are a great way to share more casual and behind-the-scenes content with your followers. Use stickers, polls, and other interactive elements to make your stories more engaging. 
  • Engage with your audience: As with other social media platforms, it's important to engage with your followers and other users on Instagram. Respond to comments and messages and consider using relevant hashtags to increase visibility. 

LinkedIn

  • Use professional language: LinkedIn is a professional networking platform, so it's important to use professional language in your posts and interactions. 
  • Use visuals: As with other social media platforms, visual content can help make your posts more engaging on LinkedIn. Consider using high-quality images and videos to make your posts stand out. 
  • Participate in groups and discussions: LinkedIn groups and discussions can be a great way to connect with other professionals in your industry or interests. Consider participating in relevant groups and discussions to build your network and establish yourself as a thought leader. 

Main ETSU Channels

Official ETSU Social Channels

X (Twitter) 
Instagram 
Snapchat 
Facebook 
LinkedIn 
YouTube 
Twitch 
Threads (@ETSU)

Hashtags

#BucsGoBeyond 

ETSU's primary hashtag is aligned with the Go Beyond campaign. 

Other hashtags include:  

#ETSUTrailblazers – for use to highlight innovation among student, faculty, staff, or alumni. 
#ETSUTough – for use to express ETSU Pride or support for Athletics. 

Social Media Library

University Marketing and Communications has provided some photographic resources and video assets for social media use. When using university assets for social media, it is important to be mindful and responsible. Consider the context in which the photographs or videos will be used and make sure that they are appropriate for that context. If you are using a photograph to promote the university or a specific event, make sure that you are accurately representing the university or event.