Social media strategy is core to any successful social media effort. This section provides a framework and resources for developing a social media strategy. It also includes practices and guidelines that all university and university-affiliated social media accounts are required to follow.

• Before Developing Your Strategy
• Developing a Social Media Strategy
• Example Purpose Statements
• Minimum Requirements
• Policies and Laws
• Terms and Conditions

Content is the lifeblood of every social media account. This section is mainly focused on written content, but links to resources in other sections of the brand manual for developing visual content in alignment with the university's branding standards.

• Account Names and Handles
• Avatars and Profile Pictures
• Banners, Imagery, and Graphics
• User-Generated Content
• Voice and Tone of Your Content
• Tips for Posting
• Emojis
• Hashtags
• University Announcements and Social Media Toolkits

Social media is interactive and, if it is successful, will engage with many different parts of the UO community. The UO welcomes engagement from our community on posts made by university and university-affiliated accounts. However, sometimes comments made by users may be cause for concern and must be evaluated appropriately.

• Managing Negative Comments
• Blocking
• Resources for UO Employees

If you have questions about moderating comments, please contact the University Communications social media team.

In terms of social media, accessibility means making our content as widely accessible as possible. It is an intrinsic part of our values as a university and helps ensure our social media content can reach everyone in our community. The UO ICT Accessibility Program has created a central hub for digital accessibility resources and guidance to help faculty, staff, and students create and maintain accessible digital content and services, including resources for digital accessibility and social media.

Digital Accessibility

Links to individual social media accounts for university departments, programs, and units can be found on the UO's A-Z Index. Accounts are represented by social media icons to the right of the department, program, or unit's name. If you manage a social media account for a UO department, program, or unit and would like to have your account added to the index, please email webservices@uoregon.edu.

A-Z Index

University Communications has a robust library of curated assets, including social media templates, toolkits, and strategy documents, available in the UO Brand Library. The University Communications social media team regularly updates and adds new assets. Check out the available resources in the Brand Library and let us know if there are additional resources that would be helpful in your management of UO social media accounts.

​​​​​UO Brand Library