BURNT ORANGE AVATAR
The stacked primary avatar with an orange background is only allowed to be used by the official McCombs School of Business account.
WHITE AVATAR
The stacked primary avatar on a white background is only for programs, centers, departments, and initiatives.
SOCIAL MEDIA BRANDING GUIDELINES
- Use “Texas McCombs” in full within sentences.
- Use first-person plural when writing for your Texas McCombs account (us, we).
- Avoid memes or meme phrases when sharing articles, official videos, or research.
SCHEDULING
- Consistency is key. After creating a consistent schedule, you can determine from each platform’s insights when your audience is online and what content performs best on each platform. Don’t rely on anecdotal evidence. Use your data.
- Each platform shares insights or analytics that will show the peak day and time each week that your audience is online.
CONTENT
- Rule of thumb: 80% of your posts should be focused on brand awareness, students, faculty, or accomplishments. Intersperse a call to action for your audiences that leads to your goal.
- Use an internal theme for each day to make sure posts have a consistent focus, but are also diverse from day to day. Example: Our theme of #HumanCentered is every Tuesday and #FutureFocused is every Thursday.
- Consistency is more important than quantity.
- Do not ask followers to like, comment, or share. Facebook takes this into consideration and lowers reach to your audience.
- Video performs best, but try to keep videos ADA compliant with accurate closed captions, descriptive titles and open captions.
- Videos perform best when directly uploaded or shared rather than linked.
HASHTAGS
#WhyMcCombs
Can be used in any post. Always use lower case for the first ‘c’ in “McCombs.”
RESOURCES
- School-branded image templates for each platform can be found on Canva.
- For all upcoming campaigns, please view the McCombs Branding Wiki.
- Instagram hacks
- Always up-to-date social media image sizes
- Instagram Hashtags for 2020
OFFICIAL CHANNELS
https://www.facebook.com/UTMcCombsSchool/
https://twitter.com/UTexasMcCombs
https://www.linkedin.com/school/the-university-of-texas-at-austin---red-mccombs-school-of-business
https://medium.com/texas-mccombs
HOW MANY HASHTAGS?
- Using too many hashtags may decrease engagement. Keeping it down to one or two helps give visibility to our brand’s hashtags, which reflect our taglines.
- One to two hashtags maximum.
- Make a second comment with anywhere from three to eleven hashtags (alternate between general words like #texas to specific ones like #texasbusiness)
- One to three hashtags to respect the professional tone of the platform
TIP: Event hashtags amplify and aggregate all of Texas McCombs’ messages and get us on the right signal for university-wide channels. Our office used the Texas McCombs hashtag to find your posts and share, while UT Austin was able to do the same when we all shared their hashtag. Cohesion and consistency create a stronger brand experience.
QUESTIONS? Contact socialmedia@mccombs.utexas.edu