Official Social Media Platforms

Facebook

https://www.facebook.com/OfficialUNLV/

About

Launched in 2004, Facebook is an online social networking service that connects people with the ability to share content and see what those in your network are sharing. With such an expansive user base, Facebook gives its users a way to connect with almost any target audience. Facebook created brand pages in 2007 as a way for businesses to connect to other Facebook users through liking a page rather than having to submit friend requests.  

  • Average 1 billion daily active users; 989 million are active daily on mobile (Facebook)

  • 71% of teens ages 13-17 use Facebook (Pew Research 2015)

  • 71% of adult internet users use Facebook (Pew Research 2014)

    • 87% of online adults that use Facebook are ages 18-29

    • 73% of online adults that use Facebook are ages 30-49

    • 63% of online adults that use Facebook are ages 50-64

  • 70% of high school seniors and 65% of high school juniors use Facebook at least once per week making it the second most-popular social media channel with that age group  (Noel Levitz 2015 Survey)

  • 54% of high school seniors and 47% of high school juniors rank Facebook as the best social media site for researching colleges (Noel Levitz 2015 Survey)

  • 81% of respondents in the 2016 UNLV Social Media Survey reported using Facebook at least once per week

Overall goals

  • Sharing university news and events to engage students, fans, and community members

  • Promoting student experience and Rebel pride

  • Monitoring conversations about UNLV

Target audiences

  • Prospective and current students

  • Parents

  • Alumni, donors, and fans

  • Research community

  • Las Vegas and greater Nevada community

Content

Post frequency: Daily or 7-10 times per week based on optimized times

Types of content: Links to articles, photos, photo albums, videos, live videos, status updates, events, gifs (via giphy.com)

  • Links to websites or news center articles including (but not limited to) student, faculty, researcher and alumni profiles, university news announcements, campus event notifications, UNLV history, and other articles that tell UNLV’s best stories.

  • Multimedia: Post-event photos, spontaneous campus photos (fed from Instagram or posted separately), videos, testimonials, recap videos

    • Posts with images see 37% more engagement (Buffer), so it is crucial to use them strategically. Note the photo crop for article links is 1200x628, so photos that crop well to these dimensions will be used.

  • Live videos: Live stream videos from key campus events, interviews, important university announcements

  • Events: Create Facebook events for university-wide activities to encourage attendance from students and/or the community

  • Other platform features to use: Hashtags; pinning key content to the profile page; updating cover photos for major events and initiatives and to show campus life

Sharing content and tagging accounts: We will create new posts tagging other UNLV pages or re-share their content. Phrases such as “Like this page,” “Follow this page,” etc. will not be used to promote other university pages. When referencing another college or department, the account tag should be worked into the content of the post so it reads like a natural sentence.

Tone: Our tone varies depending on what audience we are trying to reach. In all cases, though, we strive to use language that creates a sense of pride for UNLV.

  • Prospective and current students and their parents: Informal, light-hearted, punchy, fun, inspirational. Include emojis and gifs for most of the content.

  • Alumni, donors, and fans: Informal, light-hearted, punchy, fun.  

  • Research community: Informal, concise, passionate, inspirational.

  • Las Vegas and greater Nevada community: Informal, concise, light-hearted, punchy.

Overall: Since Facebook supports so many types of content, our goal is to consistency share different posts (ranging from sharing links to posting photos and videos) so that at any given time a user can scroll through our Facebook feed and get a well-rounded look at UNLV.

Twitter

http://www.twitter.com/unlv

About

Created in 2006 as a SMS-based service to share topic-based messages, Twitter is now a staple of the social media industry. Messages are short and concise with a strict limit of 280 characters (including links to web pages and images). Top activities on Twitter include reading news content, looking at trending topics (information that is quickly growing in popularity or sponsored advertisements), logging in to see what’s happening at the moment, tweeting a friend and retweeting a friend’s message (Global Web Index Report).

  • Twitter has 320 million monthly active users. (Twitter)

  • 80% of Twitter users are active on mobile devices. (Twitter)  

  • Approximately 45% of high school seniors and 43% of high school juniors use Twitter at least once per week. (Noel Levitz 2015 Survey)

  • The fastest growing demographic on Twitter is 55-64 year olds. (Buffer)

  • 23% of all internet users are on Twitter. (Pew Research 2015)

  • Twitter has nearly four times as many international users as US-based users. (Pew Research 2016)

  • 50% of respondents in the 2016 UNLV Social Media Survey reported using Twitter at least once per week

Overall goals

  • Sharing university news and events to engage students, fans, community members, and media

  • Sharing real-time and “in the moment” content

  • Encourage students to share content with us at university events and activities

  • Promoting student experience and Rebel pride

  • Monitoring dialogue and managing conversations by replying to tweets that mention UNLV via hashtag or within the text, retweeting UNLV-related content, and answering questions or concerns

Target audiences

  • Prospective and current students

  • Parents

  • Las Vegas and greater Nevada community

  • Research community

  • Alumni, donors, and fans

  • Media

Content

Post frequency: 3-5 times per day

  • Post types include original messages and retweets of other content

Types of content: Links to articles, photos or groups of up to four photos, videos (up to 140 seconds), live videos, status updates, gifs

  • We upload photos and videos (up to 140 seconds) directly to Twitter’s platform for best optimization rather than feeding in Instagram links or YouTube videos. Twitter optimizes posts that use its own features. If the video is more than 140 seconds long, we will upload it to YouTube and include the link in a Tweet or create a 30-second version of the video for Twitter.

  • Multimedia: Single event photos, spontaneous campus photos (fed from Instagram or posted separately), videos, testimonials, recap videos. Twitter will be used to promote the start of a 1+ hour event on campus due to the chronological timeline.

  • Live videos: Live stream videos from key campus events, interviews, important university announcements

  • Other platform features to use: Hashtags (1-3 per post); pinning key, timely content to the profile page; updating cover photos for major events, initiatives, and to show campus life

Sharing content and tagging accounts: We will create new posts tagging other UNLV accounts or retweet their content. Phrases such as “Follow this account” will not be used to promote other university pages. When referencing another college or department, the account tag should be worked into the content of the post so it reads like a natural sentence.

Tone: Our tone varies depending on what audience we are trying to reach. In all cases, though, we strive to use language that creates a sense of pride for UNLV.

  • Prospective and current students and their parents: Informal, light-hearted, punchy, fun, inspirational. Include emojis and gifs for most of the content.

  • Alumni, donors, and fans: Informal, light-hearted, punchy, fun.  

  • Research community: Informal, concise, passionate, inspirational.

  • Las Vegas and greater Nevada community: Informal, concise, light-hearted, punchy.

  • Media: Informal, concise, punchy.

Live Tweeting: We will live tweet events that generate conversations related to UNLV and our top tier goals. Each event will have a specific hashtag to use with tweets to distinguish the content and provide an archive of content.  

Overall: Since Twitter supports so many types of content, our goal is to consistency share different posts (ranging from sharing links to posting photos and videos) so that at any given time a user can scroll through our timeline and get a well-rounded look at UNLV.

Instagram

http://www.instagram.com/unlv

About

Instagram is a popular photo sharing app where users can upload photos and 15-second videos, add filters, and share with their friends. Launched in October 2010, Instagram grew to more than one million users by that December and more than 10 million users by September 2011. For many years, Instagram was known for it’s square photo layout but recently it added a native feature to upload photos in different dimensions.

In 2012, Instagram was purchased by Facebook and added advertising capabilities and direct messaging about one year later. Instagram has also created several companion apps such as Hyperlapse (for time-lapse videos), Boomerang (for creating gifs), and Layout (for creating photo collages).

  • Approximately 54% of high school seniors and 56% of high school juniors use Instagram at least once per week, making it the fourth most popular social media platform for seniors and the third most popular for juniors.  (Noel Levitz 2015 Survey)

  • 400 million active monthly users and 3.5 billion likes daily. (Instagram)

  • 59% of Instagram users use it daily. (Pew Research 2015)

  • 75% of users are outside of the United States. (Instagram)

  • All active users are mobile users. Although you can view, like and comment on Instagram photos via instagram.com, you are only able to upload and share photos through the mobile app.

  • 55% of online adults ages 18-29 use Instagram. (Pew Research 2015)

  • More than 5 million photos are uploaded to Instagram every 24 hours. (Velocity Digital)

  • 67% of undergraduate and graduate student respondents in the 2016 UNLV Social Media Survey reported using Instagram at least once per week

Overall goals

  • Engage current students and alumni by showing photos and videos of campus and student life

  • Promote student events and activities that showcase UNLV from the student perspective to engage prospective students  

  • Encourage students to share content with us at university events and activities

  • Regularly feature different programs, events, other students, and faculty

  • Monitoring conversations shared and photos posted about UNLV

Target audiences

  • Prospective and current students

  • Parents

  • Alumni, donors, and fans

  • Las Vegas and Nevada community

Content

Post frequency: 5-15 times per week (with no more than 3 posts in one day)  

Types of content: Photos, videos (up to 60 seconds), gifs, 24-hour story feature

  • On Instagram, we show a different view of events and activities from what is shared on Facebook and Twitter by focusing on the student perspective. To use Instagram to its highest potential and provide variety to UNLV’s social media platforms, we strive to post different content on Instagram to fully engage its primary audience of prospective and current students.

  • Other platform features to use: Hashtags (1-5 per post); emoji hashtags (example: #[can't use emoji in drupal] ); geotagging campus buildings and locations on each post   

Sharing content: Instagram does not offer a built-in repost or share option. To share user-generated content, we will ask the user for permissions to use their photo and include their username in the photo caption.

Tone: Instagram’s main purpose is to engage prospective and current students and connect them with UNLV. The tone of posts on Instagram is not to inform, but rather to inspire a connection with campus life, events, and other students, faculty, and alumni. We will use informal, concise, punchy, inspirational, and light-hearted captions and content.

Instagram Live: Live events on Instagram are not archived and only available while they are live. This option will only be used to showcase in-the-moment, student-focused events and activities rather than interviews or announcements.  

Instagram Stories: Stories are available for 24 hours on Instagram and will be used to showcase behind-the-scenes content or extra event photos that don’t show permanently on Instagram’s timeline. Instagram stories will not be duplicates of Snapchat stories.

Overall: Since Instagram supports only photos and videos and is so heavily used by prospective and current students, our goal is to show a different view of campus events and activities. Most content on Instagram will differ from Facebook, Twitter, and Snapchat.

Snapchat

Search for officialunlv

About

Snapchat is a mobile app used made popular by the ability to send disappearing photos and videos to your contacts. Users can also create a Snapchat story, which is a combination of photos and videos set to display for 24 hours that can be visible to everyone or just the user’s followers. At this time, there is no web version of Snapchat and it is only available on mobile devices. Stories can be saved as video files.

Other platform features include curated live stories from Snapchat and select news outlets that are available to all users or based on location. Geofilters (graphics that can display on top of a Snap) are growing in popularity and display depending on an event or geographical area.

  • Snapchat has more than 100 million daily active users and more than 60% of 13-34 year-old smartphone users in the US use Snapchat. (via Snapchat)

  • Monthly users (via Snapchat):

    • 23% 13-17 year-olds

    • 37% 18-24 year-olds

    • 26% 25-34 year-olds

    • 12% 25-54 year-olds

  • Approximately 56% of high school seniors and 55% of high school juniors use Snapchat at least once per week, making it the third most popular social media platform for seniors and the fourth most popular for juniors. (via Noel Levitz 2015 Survey)

  • 54% of Snapchat users use the app daily and 32% use it 2-5 times per week. (via Ad Week Research)

  • 75% of undergraduate and graduate student respondents in the 2016 UNLV Social Media Survey reported using Snapchat at least once per week

Overall goals

  • Promote student events and activities that showcase UNLV from the student perspective to engage prospective students  

  • Encourage students to share content with us at university events and activities

  • Regularly feature different programs, events, other students and faculty

  • Create engaging stories about student life and campus life to show prospective students what it’s like to be a student here

Target audiences

  • Prospective and current students

  • Alumni

Content

Post frequency: 1-3 times per week

Types of content: Stories (a compilation of photos and videos that are live for 24 hours); individual photo and video messages sent to UNLV about campus life, events, and other news; geofilters  

  • Similar to Instagram, we show a different view of events and activities from what is shared on Facebook and Twitter by focusing on the student perspective. To use Snapchat to its highest potential and provide variety to UNLV’s social media platforms, we strive to post clever and light-hearted content. By posting that type of content and using tools central to Snapchat’s platform (such as emoji stickers and drawing), we can engage current and prospective students.

  • Regularly create and share geofilters to highlight UNLV creatively

Sharing content: Snapchat does not offer a built-in repost or share option. To share user-generated content, we will ask the user for permissions to use their photo.

Tone: Snapchat’s main purpose is to engage prospective and current students and connect them with UNLV. The tone of posts on Snapchat will inspire a connection with campus life, events, and other students, faculty, and alumni. We will use informal, concise, punchy, inspirational, and light-hearted captions and content. Most Snaps will include emojis or graphics to showcase content.

Overall: Since Snapchat is unique in how it showcases content, we take live photos and videos to post directly to the platform. These can be used on other social media accounts; however, content specified for Facebook and Twitter will not be used in the same way on Snapchat. We will make sure that all content posted to Snapchat is unique to the platform so we can best engage the audience that uses it.

YouTube

About

YouTube is the go-to platform for posting and sharing video content.

  • Approximately 74% of high school seniors and 76% of high school juniors use YouTube at least once per week, making it the most popular social media channel for that age group (Noel Levitz 2015 Survey)

  • 30-40% of high school seniors and juniors look at a college’s YouTube page (Noel Levitz 2015 Survey)

  • 65% of respondents in the 2016 UNLV Social Media Survey reported using YouTube at least once per week

Overall goals

  • Sharing university news and events to engage students, fans, community members, and media

  • Promoting student experience and Rebel pride

Target audiences

  • Prospective and current students and their parents

  • Las Vegas and greater Nevada community

  • Research community

  • Alumni, donors, and fans

  • Media

Content

Post frequency: As needed

Types of content: Videos

  • Use end plates for call-to-action content including links to unlv.edu with more information and other playlists and videos

Overall: YouTube is our preferred platform for videos that embed on the unlv.edu website and is the archive of all our video content.

LinkedIn

https://www.linkedin.com/school/202699

About

Described as the world’s largest professional network, LinkedIn’s goal is to connect professionals to make them more productive and successful. Brands can use LinkedIn to share content with followers and provide connections between those interested in their business or university. LinkedIn users can connect to people they know and/or have worked with, find jobs, learn more about businesses, find information and news about their field and interests, and comment, like, and share posts.

  • LinkedIn’s fastest-growing demographic is students and recent college graduates with more than 40 million on the network. (LinkedIn)

  • More than 1 million people have published more than 3 million posts on LinkedIn. (LinkedIn via AdWeek)

  • 87 million millennials (the generation born between 1980-mid 2000s) are on LinkedIn, making up to 38% of its user base. (LinkedIn via AdWeek)

  • Top 5 content topics that millennials engage with: recruiting, social media marketing, employee engagement, recruiters, and self-esteem. (LinkedIn via AdWeek)

Overall goals

  • Sharing university news and events to engage alumni, students, faculty and staff, and community members  

    • Select news and events that are especially relevant to alumni, community members, and faculty and staff such as milestones/achievements, rankings, research news, employee profiles, and campus progress reports

  • Share content that can further support fundraising and scholarship or campaign goals by focusing on the emotional stories of those impacted by these efforts

Target audiences

Due to the nature of connections on LinkedIn, the majority of our audience will be students and alumni that have listed UNLV as their educational institution as well as faculty and staff that have listed UNLV as their place of employment.

  • Alumni and current students

  • Faculty and staff

  • Las Vegas and Nevada community, legislators, and business leaders (UNLV stakeholders)

Content

Post frequency: 1-3 times per week

Types of content: Links to articles or videos, text/status updates

  • Single photos and hashtags are not ideal posts on this platform

Overall: Since LinkedIn reaches a more general audience than other platforms due to the ability to list it as a current or previous place of employment, we will use it for sharing university news and events that are for the entire community (including students as well as faculty and staff) as well as profiles of students, alumni, and faculty and staff.