Requirements & Best Practices
- Endorsement & Cobranding
- Social Media
- Clinical Trials
- Clinic Naming
- Patient Letters
- Photo/video subjects, including employees and students, must sign a Marketing consent form before publication. Contact Marketing for a copy of this form.
- Content should reflect your department and UVA’s views, not your own.
- Sharing from another account is fine. Don’t upload an image if you/UVA didn’t take/create it. This includes memes.
- Consider your primary audience: Are you addressing their questions/concerns? Using plain language? Could you offer the content in another language?
- Use emotion and storytelling to connect with your audience.
- Use trending topics, holidays, awareness days/weeks/months or hashtags for content ideas and to increase engagement on your post.
- If you have multiple platforms, decide which platform is the best place to share your content. Don’t post the exact same message across your different platforms.
- Remember accessibility:
- Add alt text describing your feed photos (for example, “Two nurses talk with a patient in the hospital lobby”) when uploading.
- Avoid difficult-to-read color contrasts, like white text on a light blue background. Use WebAIM’s contrast checker.
- Frequency: Stay consistent and try to post at least once a week. More is better. Inactive accounts reflect poorly on your department and UVA.
Photo & Video Considerations
- Photo subjects should be wearing appropriate PPE or masks and socially distanced. Avoid groups larger than 5 people.
- Stay up to date on optimal image & video sizes and dimensions. The original pic or video from your phone is usually a safe bet.
- Have a clear subject and keep it simple.
- Sometimes it’s better to have the subject off center.
- Try to use natural light, and don’t over-edit or use filters too much.