Social Media Style Guide
Marketing & Communications

This guide outlines best practices for social media at Fort Lewis College, covering account setup, platform strategies, crisis communication, branding, accessibility, and content guidelines. Use this alongside the Communication Style Guide for voice, inclusivity, and editorial consistency.

Account creation & ownership | Crisis communication | Moderation & feedback | Branding & naming | Voice & tone | Social accessibility | Platform best practices | Content specs & dimensions | Further support

Account creation & ownership

Requesting a new account

All new social media accounts must be approved by the Marketing & Communications social media coordinator.

Managing access

Each FLC-affiliated account must have at least two administrators to ensure continuity.

Institutional ownership

All FLC-affiliated social media accounts are the property of Fort Lewis College. If an administrator leaves, access must be transitioned to a new admin, and MarComm should be notified.

Crisis communication

Official announcements

During emergencies, major institutional messages will be shared via @FortLewisCollege. Departments should avoid posting unrelated content that may cause confusion.

Pausing scheduled content

If a crisis arises or a major world event occurs, scheduled social media posts should be postponed or adjusted to ensure messaging is sensitive and appropriate.

Guidance during crises

If you're unsure how to address a sensitive situation, contact the social media coordinator for assistance.

Moderation & feedback

Removing harmful content

FLC reserves the right to remove unlawful, harassing, or spam posts from its social media platforms.

Addressing serious threats

If a social media comment or post includes a serious threat, notify Campus Safety immediately and document the post with screenshots.

Handling negative feedback

• Ignore trolls – If someone is only seeking to argue, do not engage.
• Respond to legitimate concerns – Acknowledge issues and direct users to the appropriate department for resolution.

Branding & naming conventions

Profile & cover photos

Use a provided or approved FLC-branded profile image for official accounts. Cover images should align with your department’s identity while maintaining consistency with FLC’s overall brand.

Account names & handles

• Longform (Facebook, LinkedIn): [Department Name] – Fort Lewis College
• Shortform (Instagram, TikTok, X): [Department Name] – FLC (if character limits apply)
• Handles: Include "FLC" or "FortLewisCollege" when possible (e.g., @FLCAlumni, @FortLewisCollege).

Voice & tone

Tailoring voice to the platform

• **Instagram & TikTok** – Friendly, casual, and student-focused.
• **Facebook, LinkedIn, X** – Conversational but informative for a broader audience.
• **Athletics content** – Use spirited language like #TalonsUp.

Maintaining professionalism

All FLC-affiliated accounts should maintain a voice that is professional yet approachable, avoiding slang or informal abbreviations.

Social accessibility

Alt text & captions

Provide alt text for all images and captions for videos to ensure accessibility.

CamelCase hashtags

Use capital letters at the start of each word in hashtags for readability (e.g., #FortLewisCollege, #TalonsUp).

Avoid flashing content

Do not post strobe-like videos or GIFs that could trigger seizures.

Platform best practices

Content specs & dimensions

Further support