A resource on how to use Instagram for an affiliated account of Ramapo College of New Jersey.

SET YOUR POSTS UP FOR SUCCESS

• Keep content relatable to students, your audience, and the campus itself. 
• Each regular post should include:
  • A location* such as “Ramapo College of New Jersey”
    • *When applicable, you can also use the location feature in areas such as the Berrie Center or Bradley Center.
  • RCNJ-centric hashtag(s)
  • Tagged related accounts (if applicable).
    • You can always tag @ramapocollegenj in your photos.
• Hashtag (#) with a purpose.
  • It’s good to use at one RCNJ-branded hashtag per post. More than one hashtag can be used, especially when relevant, but no need to go overboard.
  • If you decide to use a “general” hashtag, make sure there is a strategy behind it.
  • Typically you don’t need to use a hashtag on Facebook unless directing people to join a conversation on Twitter and Instagram.
• Please refer to the list of College-related hashtags to use, which are on-brand with Ramapo College and will help new followers and current followers to “stumble” on your content. A full list of branded hashtags is available on our Guidelines page: ramapo.edu/social-media/social-media-guidelines/
• Let us know if you are considering launching a new hashtag or campaign – we’d love to help brainstorm, strategize, and offer tips.
  • Not all campaigns need a new hashtag.
• Quality over quantity – We recommend a maximum of one (1) regular post/Reel per day on Instagram. Our target audiences are very picky and will unfollow accounts that post multiple times a day. Use either the multi-photo option as a loophole (add up to 10 of your best photos for users to swipe through in one post) OR post a photo montage as a Reel. However, if you don’t have something of value to post, it’s ok to skip a day or two. 

TIMING IS KEY

• Promoting an event? Due to Instagram’s algorithms, we recommend not promoting an event (for awareness) a few hours or minutes beforehand as a regular “feed” post. Post several days beforehand so people have a better chance of seeing it.
  • You can even try the “reminder” feature for a Feed post but give people a few days to see it/plan. 
• Need a last-minute or day-before reminder? Post your reminder as a Story and your followers will see your content above their feed. 
• Always make sure to include specific dates, times, and the time zone to avoid confusion, especially for your international followers.
  • Instagram varies what posts show up in the timeline – they are not shown chronologically to your followers. It’s best to include the actual date in your post.
    • Don’t write: “tomorrow at 5 pm”
    • Do write: “tomorrow, September 1 at 5 pm EST”

SLEEK POSTS

• Tag multiple accounts in the photo(s) instead of listing the accounts in the caption. It’s easier to read. This also provides you with the value of increasing your potential reach. When you tag an account in your photo, your post will show up on their profile in their “tagged” content feed.
• If able, incorporate hashtags into the sentence(s) of caption rather than listing at the end, especially if keywords in the caption are repeated in hashtags.
• Never include website links in captions for Feed posts or Reels – since users cannot click on the link. You can share the post/Reel to your Story and use the Link sticker to send people to a website. You can also ask users to “DM” you for the link or say “link in bio”.
  • If you go with the DM option, just copy and paste the link into a direct message to the person asking for it.
  • If you say “link in bio,” make sure you either have the correct link there or are using a link webpage that can list several links such as Linktree. 
    • We created our own WordPress page, which we update as needed: ramapo.edu/social-media/links/
• Flyers need to be redesigned for social media and maintain College branding standards. 
• We recommend you work with Marketing & Communications to design the social media visuals you’ll need for your posts. Start the process by filling out our job request form with advanced notice: ramapo.edu/project-request/creative-brief-form/
• If you must design it on your own, please consult ramapo.edu/social-media/graphic-design-tips-for-social-media/ for graphic design tips and tricks.
• Short and sweet is best – get to the point. Include the basic info (event title, date, time, location, etc) from the flyer into the visual and then include the more specific info (expanded context, event specifics, etc) in the caption. 
• It is better if you can use a relevant real photo instead of a designed visual; any important info can go in the caption. This will make your post more engaging and ensure accessibility standards are met (please see the ACCESSIBILITY section).

PHOTOGRAPHY AND SOURCING PHOTOS

• The root of Instagram is about sharing great, engaging photography/videography and “thumb-stopping” content. You want people to stop scrolling when they come across your content. Use real photos in your posts. It is best to brainstorm photos that can be evergreen for your posts and then build a photo bank to use year-round.
• Take photos on smart devices or request Marketing & Communications photography coverage. The College Photographer can provide coverage for various photo needs: growing your unit/group’s photo gallery, events, headshots, etc: ramapo.edu/project-request/creative-brief-form/
• You can request quality photos from the Marketing & Communications photobank – email us (socialmedia@ramapo.edu) with the Flickr links and we’ll download them for you. ramapo.edu/webservices/flickr/
• Work your network! You can always source user-generated content (UGC) by asking your followers (students, employees, staff, faculty) to provide you with photos. Just be mindful of providing guidelines so that you receive photos that are appropriate for your account/department/club, and are of good quality (not blurry/pixelated). We can provide sample guidelines for you if needed. Just ask!

INSTAGRAM STORIES

• Instagram Stories promote engagement. You can use different tools to pose questions and gather answers, ask a poll, use fun animated gifs and additional sticker options.
• Use the Link sticker to send people to websites instead of adding a link in the text sticker.
• Search keywords such as “RCNJ” or “ramapocollege” or “Ramapo” on the sticker page to use College-specific gifs and stickers.
• Stories are useful to utilize when information may not be appropriate or successful as a feed post on your page. For example, if you want to post about an upcoming club meeting, it may not be a valuable feed post but it’s a helpful reminder as a Story post. The Story is also useful when you have multiple things to post about in one day. By using the story feature, you don’t over-post your feed.
• Stories only last 24 hours, so be smart about what you post!
  • If you want to make them live longer, add them to a Highlight so they stay on your profile –  you can create different Highlights to “save” different themed-Stories or topics.

NEW CAMPAIGNS/IDEAS

• New ideas are great, and it is important to keep up with appropriate trends to promote follower engagement.
• When you have a new idea, it is important to meet with the Social Media Strategist and the Social Media Team to ensure success, and to keep us in the loop.
• We highly recommend regularly attending the Social Media Group meetings. As a group, we discuss different topics related to social media, brand guidelines, the latest platform updates, and best practices. For more info or to be added to the email list, visit ramapo.edu/social-media/social-media-group/

PROFILE TIPS

• Your profile is the centerpiece of your Instagram strategy. Make sure your bio has the most relevant, up-to-date information that all of your followers need to know (office location, contact information, etc).
• Tag @ramapocollegenj in your bio to connect your followers with the College account.
• Make sure to add a webpage. You can link to your ramapo.edu page, an Archway account, event sign-up website, etc. Tell your followers to use the “link in bio” for more info when posting in the Feed. If you decide to utilize a link in your bio, make sure that the link is updated and maintained.
• Use a profile photo that is relevant and tells your followers who you are. We recommend working with Marketing & Communications for assistance with profile icon design and branding standards. ramapo.edu/project-request/creative-brief-form/

ACCESSIBILITY

• Being accessible means that anyone, regardless of ability, can access and engage with your content.
• Utilize the Alternative Text (Alt. Text) feature to allow those with visual impairments to utilize screen readers and access your content (it’s also known as an image description, and not to be confused with a caption). 
• Be descriptive but concise when writing Alt Text so that your followers can be as engaged as possible.
• Utilize Camel Case for hashtags with multiple words to make them easier to read and accessible for screenreaders. 
• For example: Use #RamapoCollege and not #ramapocollege
• Other examples: Use #RamapoAlumni, #WeAreRCNJ, #HomeSweetPo

BECOME RECOGNIZED BY THE COLLEGE

• All officially recognized Ramapo-affiliated accounts are linked in the Social Media Directory: ramapo.edu/social-media/directory/
• Don’t see your club/organization/department/office/program in the Directory? Fill out the Social Media Application Form to get your account recognized by the College. ramapo.edu/social-media/social-media-application-form/

QUESTIONS?

• Email: socialmedia@ramapo.edu

Last updated: July 19, 2022