MarComm ToolboxResources for the Campus Community
While there is no one-size-fits-all model for success, a strong social media strategy keeps in mind the varied audiences who may receive our messages – students, alumni, parents, faculty, staff, donors, members of the media and more – and balances the content of each message with the voice in which it's communicated. Through a strategic use of social media, Florida Tech can explore opportunities to encourage engagement with, connection to, and affinity for the university. Unlike traditional methods of information distribution, social media is interactive. With clearly defined goals, Florida Tech can not only reach new audiences but engage the varied audiences that make up the Florida Tech family.
Centralized Florida Tech Social Media
Marketing and Communications is the central office responsible for all social media accounts representing the university and maintains an official "Florida Tech" presence with the following:
Strategic Goals for University Social Media
- Elevate Florida Tech’s brand, prestige and reputation by regularly posting authentic, relevant, engaging content that communicates the university's unique personality and core messages, and which engages students, employees, alumni and greater community with Florida Tech.
- Communicate the university's personality and core messages to a targeted audience.
- Maintain presence on the most widely used social media platforms in order to provide users with a sense of community.
- Ensure consistency in style and approaches, while recognizing the necessity to tailor tone and content to each specific platform.
- Make every Florida Tech social media presence an authoritative source by aggregating news and information of interest to university audiences.
- Monitor and leverage trends in social media as appropriate and effective.
- When considering a new platform, perform cost-benefit analyses to determine if it’s in the best interest of Florida Tech.
Social Media: Offices, Departments and Groups
Faculty, staff and students are encouraged and empowered to use available social media platforms to cultivate, engage and communicate with their audiences. If you are authorized by your supervisor to start a social media account to represent your office, department, event, initiative, sport, club, organization or program, then you have our support. It is not necessary to acquire permission or approval from Marketing and Communications to run a Florida Tech-related social media presence; however, compliance with the university's brand and graphic identity standards and social media policy is required. Read the Florida Tech social media policy prior to launching any page, profile, handle or account that represents a university department, office, or student club or organization. Request a Marketing consultation for guidance or assistance in setting up a social media presence.
Recommendations for profile images
- Never alter a university identity mark for use on social media.
- Campus photos are the preferred choice for profile images on university social media accounts. Alternately, university groups may use the wordmark separated by a horizontal rule from the unit name. This lockup may be used on white, crimson or any university accent color as illustrated below: