Our social presence
Our social presence refers to the University’s social media channels, (including Instagram, Facebook, LinkedIn, X (formerly Twitter), Snapchat, TikTok and YouTube), and our representation on social media whether on the main University accounts or departmental/sections social accounts.
Each time we communicate with our stakeholders via our social channels, whether that’s to prospective or current students, staff, partners, alumni, researchers, businesses, or our local community, it’s an opportunity to tell part of the Essex story.
Recognisably Essex on social media
Audiences’ attention spans are short and the rate at which content is consumed is high, so the way the visual style is applied should be efficient in creating a seamless experience for the viewer.
Given the popularity and reach of social media, the University’s profiles and content will be seen by a huge number of people from all around the world, so it’s important everything posted is recognisable as the University of Essex.
Consistency through simplicity
It’s largely about consistency. As consistency builds trust.
We have a large number of stakeholders that engage with us through multiple channels, receiving multiple messages; if they all differ in style and tone, it can be confusing.
In a sea of content on social media, we need all our communications to be easily recognised as the University of Essex. By taking a consistent approach to our visual style, tone, and messaging our audience can trust what they’re viewing is from the University.
Writing like Essex
How we talk at Essex, or our tone of voice is an important aspect of all our comms, social media is no different.
Our tone of voice is what we sound like. It’s our personality in writing. It applies to everything we write at Essex – whether that’s an announcement to students, for staff, to local businesses, or project funders. Tone of voice is what you say on behalf of the University and how you say it, no matter what your role.
For more information about our writing style:
- our tone of voice guidelines
- our house writing style and how to write the Essex way
- take our How to sound like Essex course on Moodle.
It’s worth remembering - someone who’s an undergraduate one year, may be a postgraduate in a few years’ time, may even go on to be a parent. We have businesses, research partners, all sorts of people accessing the University and we want to give them a consistent view of Essex over a lifetime of connections with the University.
Our main University social channels
Our main University social channels including Instagram, Facebook, TikTok, X (formerly Twitter), Snapchat, and YouTube, are managed by our teams in Communications and External Relations.
Our Communications team run a social stakeholder network group, which brings together those in the academic and professional services sections who have a responsibility for social media accounts (main accounts and departmental). The group provides a forum to chat to other social media authors to share tips, request training or support, and get help with creating on-brand social media assets.
If you think you need a new channel setting up, your first port of call is to check with social@essex.ac.uk as there may be an account already set up or an alternative marketing/comms solution better suited to your objectives. They can also advise you on audiences, channels, profile icons styling, content planning, and how to create content that:
- sounds like Essex
- has a consistent Essex feel and style
- how to tailor content for different channels
They also keep a record of all our social profiles and can provide updated or new profile icons with the University style.
We need to be mindful of social being conversations not broadcast. It requires constant maintenance and not just the odd post – it can be very time consuming and may not be the right approach to meet your objectives.
For further advice and support take a look at our social media support page. Or to discuss user-generated content or joining our social stakeholder group then contact social@essex.ac.uk
