Quick Guide to Social Media Channels

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Before You Begin

Social media can be a valuable addition to a robust communication strategy, but be sure to consider a few questions before you launch a new social media account:

  • Who is your intended audience? Are they active on this platform?
  • How much time can you dedicate to the management of this account?
    • Social media is fast-paced and requires time for monitoring and engagement as well as outgoing messaging.
    • Set aside time to keep up with the ever-changing features and policies within social media platforms as well.
  • What are your goals, and how will you measure success?

Below is a quick overview of the most common social media channels, and how they can be utilized in marketing and communications efforts:

Facebook

Facebook is one of the largest social media channels, with an estimated 1.4 billion daily active users (Source: Facebook). Facebook business pages allow you to:

  • Share news and information
  • Share video content
  • Share photos and photo albums to showcase events, facilities, and people
  • Answer questions and provide customer service via direct messages

Useful links:

X (formerly known as Twitter)

X is used to discover trending conversation topics and breaking news, share information instantly, and to connect with people and businesses across the globe. X has 541 million monthly active users.. (Source: Hootsuite Blog, 2024) You can use X to:

  • Tap into trending topics relating to your college, department, or research area
  • Connect with influencers in your field, members of the media, and your intended audience
  • Listen to what is being said about you, what questions you can answer, and what is important to your intended audience

Useful links:

Instagram (and Threads)

Instagram is focused on photo and video sharing (videos are called Reels on the platform), and includes an interactive Stories option. There are currently more than 2 billion active users on the platform. (Hootsuite Blog, 2024)  This channel is ideal for visual storytelling using striking images, video, and captions. Your Instagram account will allow you to:

  • Share images of campus, events, students, faculty, and staff
  • Share engaging, short-narrative vertical videos through Reels
  • Tap into local and campus-specific communities using popular hashtags
     

Instagram has also launched a connected short-form platform called Threads, a direct competitor to X. Threads accounts are connected to Instagram accounts, and allow for short-form posts created in a similar fashion to X. This space is fairly conversational in nature, and currently seems focused on community-building efforts.

Useful links:

LinkedIn

LinkedIn is a social media network for professionals to connect, engage, and gain industry information and inspiration. (Source: LinkedIn)

By creating a Showcase page (connected to the main University of Minnesota company page) or LinkedIn group, you can:

  • Create targeted content for professionals in specific industries
  • Showcase research and industry expertise
  • Connect with students and alumni

Useful links:

TikTok

TikTok is a video-sharing platform, focused on short-form, vertical videos. Content is largely focused on audio-related trends, storytelling, entertainment, and influencer recommendations. There is heavy use of video filters and templates to tap into trends as well. There is a focus on authenticity over polished video content, as well.

TikTok also has an increasing focus on the search function of the platform. Multiple studies have recently shown that Gen Z uses TikTok as a search engine replacement, and last year the company introduced search ads. (Search Engine Land, 2024) Among all Americans aged 12+, TikTok is the third-most-popular social network. (Hootsuite Blog, 2024)

YouTube

YouTube is currently the most popular video-oriented website, boasting more than 1 billion users. YouTube, on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S. (Source: YouTube) By creating a YouTube channel, you can:

  • Host video content to embed within your website and share within communications such as social media and email marketing
  • Target users with specific interest areas by tagging your video content with related keywords
  • Create playlists with related content to showcase research or outreach efforts
  • Share short-form, vertical videos using YouTube Shorts

Useful links:

Other Social Media and Content Sharing Sites to Consider

  • Flickr
  • Vimeo
  • Pinterest

Related Resources

Assets

Guidelines