DO

DON’T

• Study your post performance by: type of post, time of day, frequency
• Write posts that invite response
• Have a strategy for consistent posting of IG stories (if you’re going to use them at all)
• Work with UMC if you need event or campaign graphics for social media

• Post the same version of the post on every medium
• Use rhetorical questions
• Post IG stories only during events
• Overemphasize events or calls to action (CTAs)
• Use multiple explanation points in one post
• Create social media graphics that are not brand compliant.

DO

DON’T

• Enhance with subtle editing
• Use professional photos, i.e. from PhotoShelter
• Post galleries (IG) and albums (FB)
• Repost and give credit to the original poster
• Choose event photos that are dynamic, action-oriented, or show inspiring environments
• Crop your photos for the channel. See Sprout’s Always-Up-To-Date Guide to Social Media Images Sizes

• Put text over your photos (outside of IG stories—where this is native to the apps and best practice)
• Repost using repost app
• Use pixelated photos
• Use copyrighted images
• Use IG’s pre-set filters
• Use collages
• Choose event photos that are mostly-empty rooms, or staged group shots
• Use photos from Google Images, or without permission. Advanced tools make it easy for copyright laws to be enforced.

DO

DON’T

• Use hashtags selectively.
• Tap into universal hashtags like #tbt, but only when brand appropriate.
• Use LUC’s official hashtag, #LoyolaChicago, on most posts.
• Use admissions hashtags #FutureRamblers and class hashtags like #Loyola2023
• Use athletic hashtag #OnwardLU
• Use commencement hashtags #GoForthLUC and #GoForthArrupe

• Use more than a few hashtags on one post
• Build your calendar around hashtag holidays like (occasionally good, when brand appropriate)
• Use universal hashtags like #Classof2019—they do not tap into the Loyola audience
• Use an event or campaign hashtag if there is no audience-participation included. The power of hashtags is audience buy-in and ownership.
• Create hashtags for one-time event use. Rather, work with us to create one that can have shelf life.