Creating social media content and managing a profile or profiles takes time, planning, and strategic thinking. Content published on social media is public-facing and requires a commitment to UTA’s Brand Guidelines and Editorial Guidelines.

There are alternative avenues of digital communication and marketing if you cannot dedicate the time and commitment needed for social media content creation and management.

1. College, department, or program newsletters
2. UTA blogs available through CampusPress
3. MavWire or TrailBlazer
4. Update your website frequently and include up-to-date news and events
5. Submit your upcoming events to the UTA Events Calendar
6. Promote student organization events through MavOrgs Events
7. Consolidate your social media presence with your parent college or department

UTA-affiliated social media account handles (for X/Twitter, Instagram, and YouTube):

• Need to include “UTA” or “UTArlington” at the beginning of account handles to make the account identifiable as part of the UTA brand.
• UTARI-affiliated accounts should include “UTARI” at the beginning of the handle to be identifiable.
• Though the UTA Brand Guidelines do not allow for abbreviations, acronyms, or initialisms, there is an exception for using them for University social media account handles because of character and word limitations.
  • If an abbreviation of the college, department, or program is used in the handle, use the University’s acronym, “UTA.”
  • If an acronym for the department or program is used in the handle, use the University’s abbreviation, “UTArlington.”
• Place the University’s acronym or abbreviation in front of the acronym or abbreviation.
  • Examples of permitted handle placement:
    • @UTA______________
    • @UTArlington__________________
    • @UTARI_________________
  • Examples of nonpermitted handle placement:
    • @______________UTA
    • @______________UTArlington
    • @______________UTARI
• Keep your account handles consistent across platforms.
  • Currently, X/Twitter and YouTube allow the usage of camel case for account handles (means including capitalization). Instagram currently does not permit camel case. Camel case is required to use if the platform allows it. Thus, it is permitted that X/Twitter and YouTube handles be camel case and Instagram be all lowercase if the characters are the same.
  • Examples of using proper camel case handles:
    • X/Twitter and YouTube: @UTARadio or @UTAAlumni
    • Instagram: @utaradio or @utaalumni
  • Examples of improper camel case handles:
  • X/Twitter and YouTube: @UTAradio, @utaRadio, or @UTAalumni
• For the account name (X/Twitter and Instagram, list the proper name of the college, department, or program. Using the University’s abbreviation or acronym in the profile name is permitted to maintain brevity.

Questions? Email accesibility@uta.edu

Currently, Facebook and LinkedIn do not use social media handles for pages and groups.

• Use “UTA” or “UT Arlington” at the beginning of the page name.
• UTARI-affiliated accounts should use “UTARI” at the beginning of the page name, followed by the college’s, department’s, or program’s name.
• Include the college’s, department’s, or program’s official name on the second half of the page name.
  • Examples of permitted page names:
    • UTA Department of __________
    • UT Arlington College of ___________
    • UTA Office of ____________
    • UTARI __________________
  • The exceptions are UTA’s main and UTARI’s main Facebook and LinkedIn pages.
    • “The University of Texas at Arlington” is used to distinguish itself.
    • “UT Arlington Research Institute” is used to distinguish itself.
• If the organizational name is more than two words, use “UTA” instead of “UT Arlington” for brevity.

As of Jan. 23, 2023, UTA has been taking steps to follow Gov. Greg Abbott’s Dec.e7, 2022 directive to state agencies to ban the video-sharing application TikTok from all university-owned and state-issued devices and networks due to potential international government surveillance risks. Chapter 620 of the Texas Government Code, effective Sept. 1, 2023, makes this ban permanent, including the prohibition on other “prohibited technologies”.

To comply, the University has been restricting access to the app on UTA-owned computing devices and UTA wired and wireless networks. Prohibited technologies also include use of the mobile video editing app CapCut, which is owned by TikTok’s parent company ByteDance Ltd. Stay updated on the Texas Department of Information Resouces’s list of prohibited technologies and avoid using them for UTA business.

Profile pictures are also known as avatars, thumbnails, or icons for social media accounts. They visually identify whom it represents and belongs to.

The following profile icons and their design elements are the only authorized images available for UTA-affiliated social media profiles. Use the organizational icon that most closely represents the organization’s UTA account or its parent UTA organization. For organization icons not listed here, use the UTA icon. These icons and designs are limited only to UTA social media profiles, not for print or other online uses.

When designing and uploading social badges, utilize the following suggested dimensions for the profile picture to display properly on each individual platform:

• X/Twitter: 400 x 400 pixels
• Instagram: 320 x 320 pixels
• Facebook: 170 x 170 pixels
• LinkedIn: 400 x 400 pixels
• YouTube: 800 x 800 pixels

When resizing a social media profile picture, ensure that:

• The UTA logo and identifying text below are centered horizontally and vertically.
• The UTA logo and identifying text have proper clear space and are not cut off when displayed in a circle.

Approved Example:

The Blaze icon is limited only to UTA Athletics and teams use and may not be used by other UTA-affiliated organizations.

Certain social media platforms will allow a cover photo that appears at the top of the profile. The platforms and the recommended image proportions are as follows:

• X/Twitter: 1500 x 500 pixels
• Facebook: 851 x 315 pixels
• LinkedIn: 1128 x 191 pixels
• YouTube: 2048 x 1152 pixels

To maintain brand identity, use hero images (top web banner photos) from the UTA home page or the designated college, department, or program webpage. Use the same cover photo across social media platforms that allow cover photos.

The example below was captured from imagery that was featured on UTA’s homepage and properly placed in a social media cover photo.

Social media platforms (X/Twitter, Instagram, Facebook, LinkedIn, and YouTube) allow a few sentences to describe the page owner. The following information is permitted:

• Website or relevant websites
• Achievements or awards
• Services provided
• Mission or vision statements
• Contact info

Written content

• Social media captions must follow the UTA Editorial Guidelines and the AP Style Guide.
• Proofread for spelling, punctuation, and grammar errors before posting.
• Hashtags can be used to increase post searchability.

Common UTA-affiliated hashtags include:

• #UTArlington
• #UTA (used for X/Twitter due to character limits)
• #MavUp
• #ForeverMaverick
• #UTAProud
• #MaverickFactor

Still image content (graphics and photos)

• When including photos of people, be mindful of how they are being presented. Avoid posting photos that are unflattering to the people in the image.
• Avoid posting photos of people wearing attire affiliated with non-UTA institutions.
• Avoid posting content containing inappropriate imagery and wording.
• All social media graphics must follow the UTA Brand Guidelines when it comes to colors, fonts, and usage of the UTA logo.
• Avoid placing QR codes on social media graphics since viewers mostly view social media through their mobile phones and cannot scan QR codes internally through their mobile devices.
• Create multiple dimensions for social media graphics that may be posted across multiple platforms.

Below are some recommended dimensions based on the platform:

X/Twitter

• Landscape Posts: 1600 x 600 pixels
• Square Posts: 1200 x 1200 pixels

Instagram

• Square Posts: 1080 x 1080 pixels
• Landscape Posts: 1920 x 1080 pixels
• Portrait Posts: 1080 x 1350 pixels
• Stories: 1080 x1920 pixels

Facebook

• Square Posts: 1080 x 1080 pixels
• Landscape Posts: 1920 x 1080 pixels
• Stories: 1080 x1920 pixels

LinkedIn

• Square Posts: 1080 x 1080 pixels
• Landscape Posts: 1920 x 1080 pixels

Video Content

• Keep video length brief for mobile-centric platforms like X/Twitter, Facebook, LinkedIn, and Instagram.
• Longer-form video content (over a minute) should be reserved for YouTube.
• The minimum resolution for video uploads is 1080 pixels.
• Recommended video dimensions:
  • X/Twitter, Facebook, LinkedIn, and YouTube: 1920 x 1080 pixels
  • Instagram and Facebook Reels: 1080 x 1920 pixels
• Featuring minors (individuals under 18): In accordance with COPPA and FERPA, refrain from featuring any individual under the age of 18.

UTA strives to be as inclusive and accessible as possible in the digital space and is required to be accessible to those with disabilities as a public institution. The following practices need to be incorporated into all UTA-affiliated social media content:

Hashtags

When including any type of hashtag, use camel case and include a space in between each hashtag.

Examples: #MavUp, #ForeverMaverick, or #UTArlington

Color contrast

All text must maintain a 3.1:1 color ratio.

Refer to the color chart provided by UTA’s Brand Guidelines of accessible color contrasts for text.

Closed captioning for videos

When uploading videos, platforms like X/Twitter, Facebook, LinkedIn, and YouTube will allow upload of a closed captioning file (SRT file). Be cautious with using auto-captioning, since its accuracy is unpredictable.

• Closed captioning must have proper capitalization and punctuation.
• Name the file [InsertFileName].en_US.srt for it to be properly uploaded.
• Video editing platforms like Premiere Pro, Davinci Resolve, and Final Cut Pro have internal tools to help create an SRT file from video. Stream in UTA MyApps is also available.

Please note, burned-in subtitles are NOT closed captions or sufficient for accessibility. It is a requirement to upload an SRT file when designing subtitles.

Example of burned-in subtitles:

Currently, the captioning sticker and auto-captions tools for Instagram Reels are not accessible to individuals with visual disabilities. It functions as a burned-in subtitle.

Example of Instagram captioning sticker:

Example of Instagram auto captions tool:

In lieu of the ability to upload an SRT file:

Add an image description or Alternative Text (Alt Text) explaining what the reel is underneath the main social media caption.

Example:

Still image content (graphic and photo)

• Use the accessibility Alt Text tools provided by X/Twitter, Instagram, Facebook, and LinkedIn to briefly describe what the graphic is communicating or what is happening in the photo.
• Be brief yet descriptive in Alt Text descriptions.
• When utilizing an image carousel, provide a separate Alt Text description for each image slide.

Social media software tools that assist in content creation or platform management require approval through the ServiceNow TAPREQ process. The TAPREQ will include approvals from EIR Accessibility, Enterprise Architecture, and the Information Security Office. Social media managers are responsible for submitting the TAPREQ request.

• • Do complete a TAPREQ for electronic and information resources that are on the pre-approved list.
  The approval term will range from one to three years, depending on the approval method. Contact

accessibility@uta.edu

to check on TAPREQ expiration dates.

The purposes of the ServiceNow TAPREQ reviews are to:

• Ensure accessibility
• Ensure security
• Ensure safe use
• Ensure alignment with infrastructure
• Ensure fiscal value

UTA supports freedom of speech and users’ rights to comment and offer differing points of view on our social media channels. If UTA allows comments on UTA-affiliated social media channels, then it is deemed an open forum and the University generally cannot remove comments. In exceptional circumstances, the University may remove comments to protect the UTA community’s privacy, safety, or well-being. Inappropriate material, threatening language, or harassment deemed in violation of the University Policy on Free Speech, Expression, and Assembly may be the basis for authorizing removal and/or blocking the participant from additional postings on University-hosted social media sites.

If a situation arises that is controversial or potentially in violation of the University’s policies, please contact the Officer of Marketing, Messaging, and Engagement (MME) Social Media Manager Matt Lok by email at matt.lok@uta.edu for guidance.

Official University accounts are posting on behalf of UTA. Any posts, shares, or likes will be seen as an official University endorsement. Do not use the University’s name or likeness to promote or endorse, or give the appearance of promoting or endorsing, any product, cause, political party, or candidate. Refrain from posting, sharing, or otherwise endorsing or approving profanity, explicit or graphic content, and criticism.

Exercise extreme caution when sharing material on social media channels.

Working with third parties

Entities associated with or working on behalf of The University of Texas at Arlington must also follow these guidelines, including disclosing their institutional affiliation.

All social media content should exist to further the mission of the University and its students, faculty, staff, and community. Recommend content topics include:

• Academic research
• Athletic achievements
• University-approved event promotion
• Student life and experience
• Alumni engagement

It is the organization’s obligation to protect the UTA-affiliated social media accounts they host. Just like web accounts, social media accounts can be susceptible to fraudulent activity. Here are a few recommendations:

Passwords

• Don’t make passwords easily guessable.
  • Examples: UTA123, Blaze123, or ILoveUTA
• Don’t use the same password for all your social media accounts.
• Limit the amount of UTA staff who have access to the accounts and passwords.
• Don’t provide passwords to individuals not affiliated with UTA.
• Change passwords periodically.

Account roles

• Assign two to three admin permissions for Facebook pages.
• Create a specific UTA email address that will serve as an admin email for the accounts or assign it to a dedicated individual in the department or program who will be managing the accounts. If the current admin leaves UTA, make sure they switch the admin permissions and contact info to the responsible individual BEFORE they leave UTA.
• Do not use socialmedia@uta.edu. This email is reserved for UTA’s main social media accounts, which are managed by MME.

Best practice includes keeping a password-protected document that contains all social media login credentials (usernames and passwords) to avoid the loss of access to the accounts.

Expeditiously report unethical, illegal, or unsafe activity and threats or perceived threats at UTA or through social media at UTA. Follow the “see something, say something” approach to notifying appropriate UTA officials. Types of activity that are reportable include:

• Discrimination or harassment
• Accounting or financial irregularities
• Disclosure of confidential information
• Conflict of interest
• Misuse of UTA property
• Theft
• Fraud
• Bribery

There are three appropriate ways you or anyone in the UTA community can report:

• In person: Discuss the issue with your manager or supervisor.
• Phone: Call the toll-free 24/7 anonymous hotline 877-507-7314.
• Online: Complete a non-anonymous incident report.

For faculty or staff grievances, contact the Office of Talent, Culture, and Engagement at 817-272-5554.

Social media usage at UTA is governed by the same policies that govern all other forms of communication including:

• Information Security and Acceptable Use Policy 
• University Policy on Free Speech, Expression, and Assembly 
• Graphic Identity Standards 
• Internet Privacy Policy 
• Conflicts of Interest Policy 
• Internet Security Policies 
• Students Rights to Expression 
• Family Educational Rights and Privacy Act 
• United States Copyright Office 
•  

Additionally, external vendor advertisements generally are prohibited on UTA websites and social media sites, with the exception of those authorized through UTA Athletics’ media rights provider or if there is a written sponsorship agreement approved by the University). Users of social media must also be knowledgeable of and abide by the policies of the social media provider. Please refer to each social media site for their usage policies.