Social Media Tips & Tricks

X (Formerly Twitter)

X is fast-paced, conversational and built for sharing timely updates, insights and stories. Posts should be clear, engaging and easy to understand at a glance.

Be action-oriented and conversational. Write like you are talking to your audience.
Always include context so someone seeing your post for the first time can follow along.
Add a clear call to action and link for more information. Use a shortened link from bitly.com to track clicks.
Tag other accounts when appropriate, such as @WakeForest or partner organizations.
Posts with visuals perform better. Include a photo or video whenever possible.
Repost and like content from other University and campus accounts to help build community.
Vary your wording if posting about an event or story more than once.
Re-share evergreen content every 10 days and highlight strong posts over the weekend with “ICYMI” (in case you missed it).
Check analytics at analytics.twitter.com to see what works.
Use a scheduling tool like Hootsuite, Buffer or Sprout Social to plan posts in advance.
Cross-promote your accounts when appropriate, such as reminding followers to connect on Instagram.

Instagram

Instagram is highly visual and personal. Share moments that tell the University’s story through strong imagery, video and concise captions.

Post only high-quality photos or videos. Do not use low-resolution images.
Keep your bio updated and include a link to your website or Linktree.
Links in captions are not clickable. Direct followers to the link in your bio.
Use 1–5 relevant hashtags. Always check a hashtag before using it to ensure it reflects positively on your account and the University. Use #WFU consistently.
Keep captions short, natural and engaging.
Use emojis sparingly if they fit the tone.
Add a location to posts when relevant.
Mix content types. Combine behind-the-scenes moments, campus life and promotional images to keep your feed balanced.
Use Stories for live or frequent updates instead of multiple feed posts.
Protect privacy and confidentiality in all content.
Aim to post a maximum of once per day or a few times per week.
Stay consistent and post promptly after events.

Facebook

Facebook reaches a wide audience and is ideal for storytelling, events and community building.

Always give context so a first-time viewer can understand the post.
Keep captions between 100–400 characters for best engagement.
Post event photos within 24 hours whenever possible.
Create Facebook events for programs you organize or sponsor. Encourage others to share and RSVP.
Add a question or prompt to invite comments and engagement.
Re-share evergreen content every 1–3 months.
If you share the same story more than once, change the caption or image to keep it fresh.
Monitor comments and messages. Remove spam and respond to legitimate questions promptly.
Schedule posts ahead of time to maintain consistency.
Review Page Insights regularly to track engagement and optimize posting times.

LinkedIn is a professional space for sharing thought leadership, academic achievements and University impact. Focus on accomplishments, research and alumni success stories.

Keep posts professional but approachable. Lead with what makes the story meaningful to the broader professional or academic community.
Use strong visuals when available.
Include a clear call to action and a link for more information.
Use thoughtful hashtags related to the topic (such as #HigherEd, #Leadership, #WFU). Avoid casual or trendy hashtags.
Tag faculty names, alumni, organizations or partners when appropriate.
Write posts that show how Wake Forest contributes to ideas, research and leadership beyond campus.
Encourage faculty and staff to engage with posts by commenting or sharing from their personal accounts.
Monitor analytics to see which posts perform best.