Social Media Best Practices | Texas Tech University Health Sciences Center
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Incorporate visuals in the majority of your content. These can be graphics, photos, videos that catch the eyes of your audience. Additionally, use good quality photos and photos with appropriate dimensions for links. Each social account will require different-sized photos for optimal viewing. Great resources for photo dimensions can be found below.


Facebook and Twitter will incorporate a hyperlinked image so the link copy in the post is unnecessary. Remove the links from copy after an image has been created. Additionally, links in Instagram photos are not clickable. Use the link in account profile for shared links.


Each TTUHSC page represents a specific area of TTUHSC and the distinct purpose of each page should be demonstrated in the posts. Create a balance of original, personal content, organizational information and external content.


As TTUHSC social media administrators, we represent an academic institution and grammatical errors should not be a common occurrence.


The top fold of your page should easily explain to a new viewer what you represent.


Privacy does not exist, and should not be expected in social media. Act with a professional tone and in good taste on social media. One should consider what might happen if a post becomes widely known and how it may reflect both on the contributor and the university.




Simply having social media accounts won’t advance department initiatives. Know your objectives, and use social media with purpose to reach them.


For pages fewer followers, post about three times a week to maintain consistency and to keep your audience engaged. Avoid posting more than one time a day to prevent feeling spammy.


Using a weekly/monthly planner is the best way to keep track of your content. These do not have to be exact, but often give an idea as to what needs to be posted on any given day and will help avoid a page lag.

URL shortener

Websites like and make posting links easy and track-able. Create an account to see the success of each link for tacking performance.


Keep track of analytics and growth of account. The average organic growth rate for Facebook is 0.24 percent per month. Compare your page engagement, likes, etc. with similar pages.


Know your prime posting times. Keep tabs on when your audience is most active on social media and use that to your advantage.

Paid Promotion/Boosting

Every company is fighting to be on your audience’s newsfeed. Consider allocating budget for social media advertising within your department to boost important posts that can create engagement.