RRSS Social Media Best Practices
The primary goal of RRSS Social Media is to educate, engage, and inform our customers (residents, staff, faculty, and community). These channels also provide an effective form of immediate feedback for customers who have questions, complaints, or need further direction or assistance.
While our department's divisions may be mentioned on other Internet platforms such as Yelp or Reddit, campus communications advises in social listening, rather than responding or engaging directly.
The Housing and Dining social media channels include:
Threads
Other RRSS social media channels include:
The UC San Diego Bookstore
- Facebook, Instagram, TikTok, X
@ucsdbookstore
IPPS
- Facebook
@ucsdipps - YouTube
@ucsandiegointegratedprocur7931 - LinkedIn
@uc-san-diego-ipps
UC San Diego Surplus Sales
- Instagram
@ucsd_surplussales - Facebook
@ucsdsurplussales
Passport Office
- Instagram
@ucsd.passports - Facebook
@ucsdpassports
A great source to connect, discuss, engage, and drive traffic to events and activities. RRSS utilizes Facebook to provide timely information, including move-in and move-out details, winter and spring break announcements, Dining and Housing event listings, contests, and cross-promotions with campus partners.
Frequency: 3-4 times per week (exceptions include the disbursement of emergency or crucial information).
Statistics indicate that 9 out of 10 people follow an Instagram business account.
The largest age group using Instagram is 18-34 years old (Sprout Social), making it an excellent platform to engage current and prospective students.
Instagram is mobile-based and, therefore, an excellent way to capture “in the moment” imagery. Additionally, Instagram Stories offer a fun and creative way to share images and videos, complete with sound effects, stickers, and more. It’s a highly effective platform for communicating with our residents; however, IG Stories disappear after 24 hours and are considered “fun” and “cute”—not suitable for sharing serious information. Instagram also has features to store information in “highlight reels” and guides.
Frequency: Up to 7 times per week / 1 daily. Stories unlimited.
TikTok
A popular social media platform where users create and share short-form videos, often enhanced with music. Supports video lengths from a few seconds to 60 minutes. The majority of users are Millennials and Gen Z, and it is driven by "engagement for engagement's sake." It is meant to be creative and entertaining, not used as an important news or information source.
Frequency: Engagement is the fuel that keeps TikTok ticking- more is better!
Threads and X
Used for sharing short posts, updates, and participating in public conversations. Great for sharing news and updates.
Frequency: as needed.
Accessibility
- Select post images that have no or minimal text on them
- Use machine-generated alternative text to provide more detailed descriptions that also give context to the photo
- Use the post's description area to add alternative text to caption video posts
- Don't use decorative text in your post caption
- Put hashtags in the first comment rather than in the post caption
- “Camel Case” hashtags make them easier to read (#TheBistro vs. #thebistro)
Hashtags
A hashtag is a word or phrase preceded by a pound sign (#) and used to identify messages or specific topics, making it easy for users to find messages with particular themes. For example, clicking on #UCSD or #UCSanDiego would likely take you to all posts related to the UC San Diego university.
Commonly used hashtags for HDH are #UCSD #Tritons #UCSDhousingdining #Econauts, #Wolftown, #TheBistro, etc.
Tips and Tricks to Keep in Mind
In general, when considering if something works for social media, consider the following:
Are you duplicating efforts?
RRSS has various divisions, including restaurants, markets, catering, conferences, sustainability, housing, and more. Content should be shared through RRSS's overall social media network rather than creating individual pages, which must start from zero followers—an uphill task.
For example, not every Residential Dining restaurant needs an Instagram account—it's more effective to share well-curated content through the established @ucsdhousingdining account. Creating multiple accounts dilutes our message and competes for our customers' attention.
Does it add value?
Don't post or join the discussion unless you really have something to say. There are times when it is appropriate to push out content, but it should be strategic.
Quality matters.
Edit and reflect on posts. Check spelling, grammar, and tone. Use quality photography.
No endorsements.
UC San Diego policy prohibits departments from endorsing products, political parties, candidates, or causes.
Comments and Direct Messages
If there are negative posts or direct messages that violate the UC San Diego Principles of Community, notify your supervisor and/or Human Resources. It is best to respond with an acknowledgment of receiving the message, but avoid engaging in a dialogue that could potentially escalate the issue.
Security Protocols to Avoid Hacking
Assign one person to be responsible for the account(s). A team of content creators can produce copy, photographs, and artwork, but it should be funneled through one person who has access to the account.
What to Do If Your Account Gets Compromised
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Report immediately to the social media platform
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Contact ITS and Campus Communications and let them know
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Update link(s) on our HDH social media QR code/link page
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Notify staff and have them report/block the old account
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Notify residents and followers through various other channels
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If unable to regain, create a new account and notify followers