Social Media Guidelines

Updated October 2025

At East Carolina University, we recognize the power of social media as a dynamic channel for connection and conversation. We are committed to sharing content that informs, engages and reflects ECU’s mission while maintaining transparent, community-driven interactions that align with the spirit of Pirate Nation.

ECU’s social media team is part of University Communications. The team of experienced communications and social media professionals works with campus leaders to develop and execute strategic social media campaigns and content that aligns with the university’s mission. Additionally, the team works closely with ECU’s college communicators to coordinate content and share best practices. These Social Media Guidelines apply to all official social media accounts representing ECU and/or one of its schools, colleges, divisions, departments, or programs.

Table of Contents

Statement of Compliance
Flagship Presences
Registration
Content Writing
Archiving Content
Interactions
Profile Requirements
Crisis Communication & Credibility
Hashtags

Statement of Compliance

By managing a university-affiliated social media account, you agree to uphold the professionalism, reputation and brand of ECU. Use of official social media accounts must reflect ECU’s mission and institutional priorities.  All account administrators are required to comply with the standards and practices set forth in these Guidelines and all applicable state and federal laws and ECU and UNC System Office policies and regulations, including but not limited to the following:

In accordance with UNC System Policy 300.8.5, Equality Within the University of North Carolina, ECU is required to maintain institutional neutrality on matters of contemporary political debate or social action.  Administrators of university-affiliated social media accounts should refrain from making any statement, posting any content, or taking any action on university-affiliated social media accounts that takes a position on matters of contemporary political debate or social action.

Flagship Presences

East Carolina University’s flagship presences:

Social Media Account Registration

The creation or revival of an account is a strategic decision that must involve representatives from University Communications to ensure the account aligns with the university’s mission and goals, as well as the department or program it will represent, and does not duplicate or infringe on an existing account.

Getting Started

Before creating an ECU-affiliated social media account, you must contact your college’s communicator. If you are not affiliated with a college, contact the university social media team directly at socialmedia@ecu.edu.

  • Social media accounts that do not hold registered status are prohibited from representing themselves as sanctioned or approved by the university.
  • University Communications will recognize colleges, divisions and select departments on the university’s social media website. All other university-affiliated accounts will be included in an internal directory managed by the university social media team. Registered accounts are intermittently reviewed by the university social media team to ensure alignment and support a unified, campus-wide voice.
  • All accounts are required to have at least two administrators that are password holders. If a communicator is assigned to your college or school, you are required to include your college communicator as a third administrator for your account(s). If you are not located within a college or school with an assigned communicator, contact the university social media team and they will serve as your third administrator.

Creating a New Account

You should be able to answer the following questions before creating social media accounts:

  • What do you aim to achieve by creating this account? How will your social media presence support this goal?
  • Could you streamline communication by providing content and collaborating with an existing social media account?
    • Who is your target audience?
  • What social media platforms do you plan to use to reach your audience? Let the ECU social media team assist if you are unsure.
  • Do you have the time and resources to manage the accounts? Remember, university-affiliated accounts must uphold the professionalism, reputation and brand of ECU. They are not to be run as a personal account.
    • Do you have someone with a communications and/or social media background prepared to contribute to the planning and execution of content?
  • A successful social media presence relies on consistent content updates, meaningful interactions and ongoing engagement with your audience. You can expect to spend a minimum of one quarter of your work hours per week maintaining a successful and professional social media presence.
  • Have you determined your account’s second administrator? This is required.
    • Will multiple people manage this account? How will you maintain a consistent voice and presence?
    • Who is reviewing content to ensure it is accurate and complies with university policy, standards and best practices? This is especially important if students are involved in content creation and scheduling.
  • Have you reviewed the ECU social media and branding guidelines?
  • Have you contacted your college’s communicator? If you do not have a communicator, have you contacted the university social media team?

Once you’ve answered these questions and connected with your college’s communicator or the university social media team, submit your account for review.

    Content Writing

    University Communications at ECU follows the Associated Press (AP) Stylebook to ensure consistency and clarity across all communications.

    Oxford Comma

    • Do not use commas before a conjunction in a simple series.
      • Sarah had classes in Bate, Brewster and Joyner East.
    • However, a comma should be used before the terminal conjunction in a complex series, if part of that series also contains a conjunction.
      • At ECU, we offer programs in communication, public health, and art and design.

     Dates

    • Write out full words for the days of the week (Monday, Tuesday, etc.).
    • For dates and years, use figures. Do not use st, nd, rd, or th with dates. Always capitalize months. Spell out the month unless it is used with a date. When used with a date, abbreviate only the following months: Jan., Feb., Aug., Sept., Oct., Nov. and Dec.
      • Jan. 1 or January

    Times

    • For times, use a.m. and p.m. (lowercase, with periods)
      • 10 a.m., 4 p.m.
    • Do not use :00 for times.
    • For time ranges, use a dash (-) if both times are in a.m. or p.m. but use the word “to” if the time crosses noon.
      • 8-10 a.m., 2-4 p.m. and 8 a.m. to 3 p.m.
    • Spell out noon for 12 p.m. and use the word “to” for time frames. (Noon to 4 p.m.)

     Punctuation/Capitalization

    • ECU should always be UPPERCASE.
    • Pirate(s) and Pirate Nation should always be capitalized.
    • When using the formal title of a college or department, always capitalize the title.
      • Department of Biology vs. biology department.
    • When using the formal title of a course, always capitalize the course title.
      • Introduction to Communication
    • When referencing majors or minors within a college, they should be in lowercase. The exception is for the proper names of languages (e.g. English, German or French).
      • Jane Doe is majoring in communication with a concentration in journalism.
    • When referencing the official name of the degree, always capitalize it. Avoid abbreviations, unless you are listing credentials after a name (e.g., B.A., M.S., Ph.D.)
      • ECU offers a Doctor of Education in educational leadership.
      • He is pursuing a master’s degree in public health.
    • Use a single exclamation point to signal excitement!
    • ALL CAPS should not be used regularly.
      • Only when referencing widely known acronyms

              White Space

              Break up blocks of text to improve clarity and readability. Use white space to separate your hook, main message and call to action.

              Clear and Concise

              When creating written content, such as a caption, assume the reader has no prior knowledge of the university.

              • Use simple language, direct sentences and logical organization.
              • Provide useful, relevant, and accurate information.
              • Do not post about matters of contemporary political debate or social action.

              • Do not post confidential, sensitive, or proprietary information.  Follow all applicable campus policies, as well as state and federal privacy and confidentiality laws.

              If a published post contains an error, you may edit the post on Facebook or Instagram to add clarification, but not to remove content. For posts on LinkedIn, X or Threads, follow up with a comment on the original post to clarify the correct information.

              Call to Action

              Each social media post should be crafted with a purpose. A strong call to action guides engagement and drives results.

              • When creating a call to action, make it specific and action-oriented.
                • Apply now ➡️ *insert link*
                • Learn more ➡️ *insert link*

              Links

              • Do not put links in an Instagram caption.
              • When linking an external source, ensure the source is reliable.
              • Double-check all links to ensure they are correct prior to posting.

              Multimedia

              Social media posts should almost always include a relevant, high-quality photo, video or link producing a social media card.

              • In some cases, it’s okay to exclude multimedia on Threads.

              Guidelines regarding the creation of branded graphical elements lies within the jurisdiction of Creative Services and Logo Review.

              Sizing

              Each platform requires specific photo dimensions. Ensure you know the sizing dimensions before posting to optimize your content.

              Accessibility

              East Carolina University is committed to providing equal access and opportunities for all individuals. 

              • Use #CamelCase for all hashtags so that assistive technology can interpret each word. However, CamelCase does not apply to acronyms.
              • Always include alternative (ALT) text for images. Never rely on auto-generated ALT text. Always double-check for accuracy.
              • Always include closed captions for videos, including Reels and TikTok videos. Never rely on auto-generated closed captions. Always double-check for accuracy.
              • Shorten URLs and remove and https:// etc.
              • When designing graphics:
              • The use of emojis should be limited. Always place emojis at the end of a sentence. ✅

              Learn more about accessibility at ECU.

              Archiving Content

              Account administrators’ posts on university-affiliated social media accounts and any comments, messages or content submitted by others on university-affiliated social media accounts are subject to the N.C. Public Records Act, N.C.G.S. Chapter 132, and may be disclosed to third parties when required by law.  As a public agency, ECU has a responsibility to retain public records in accordance with the Records Retention and Disposition Schedule for the Institutions of the University of North Carolina System.  Archiving is the responsibility of the account administrator.

              Interactions

              Keep in mind that all interactions with other social media accounts must comply with applicable law and policy.

              Commenting

              The majority of comments should be made with other ECU-affiliated accounts.

              • Use good judgment when commenting on external accounts.

              Messaging

              • Keep a respectful and helpful tone.

              • All messages should reflect ECU’s mission while accurately representing your specific unit.

              Following

              • It is encouraged that units mainly follow ECU-affiliated accounts. In some cases, it is permitted to follow external figures for the purposes of social listening and networking.
              • Units are prohibited from following current students.
              • If you are hesitant about following an individual or entity, it is best to refrain.

              Sharing External News

              • The dissemination of news content from external media sources is prohibited without prior consultation and written permission from ECU News Services.

              Profile Requirements

              Profile Picture

              Colleges, divisions, departments, schools, programs and initiatives are required to use the branded profile picture provided by the university social media team.

              • Colleges and Divisions
                • All colleges and divisions will be recognized by using the first branded profile picture variation.
              • Departments and Schools
                • All departments and schools will be recognized by using the second branded profile picture variation.
              • Programs and Initiatives
                • All programs and initiatives will be recognized by using the third branded profile picture variation.
                  a screenshot showcasing ECU social media's naming convention for appropriate profile pictures.

                  Branded Profile Pictures

                  Profile pictures will be provided by the ECU Social Media team once accounts have officially achieved registered status.

                  Request a Profile Picture

                   

                  The branded profile picture is not to be used for print or apparel applications or used as a unit identity outside of its intended purpose as a social media profile picture.

                  All accounts are strictly prohibited from creating their own logo.

                  Accounts are not permitted to alter or update their profile picture from the branded profile picture.

                  Student-run organizations and clubs are responsible for choosing their own profile picture, but are strictly prohibited from using the ECU logo.

                  Cover Photos

                  Cover photos must be of high quality and accurately represent the profile’s unit. Do not use graphic elements or logos as the cover photo unless provided by the university for a specific campaign.

                  • Accounts may choose cover photos at their discretion.
                  • Be aware of sizing limitations per platform. Sizing requirements may change based on the device that is used (desktop vs. mobile).
                  • If a cover photo is time-sensitive (i.e. Pirate Nation™ Gives, anniversary, Homecoming, etc.), it must be removed once the event has ended.

                  Account Names and Bios

                  The university social media team assigns all account usernames.

                  “ECU” must be listed at the beginning of all usernames to reinforce institutional branding and consistency, and aid in search-ability.

                  College

                  • Facebook and LinkedIn:
                    • ECU College of Business
                  • Instagram, Threads, TikTok, Bluesky and X
                    • ECU College of Business → @ecucob

                  Program

                  • Facebook and LinkedIn:
                    • ECU STEPP Program
                  • Instagram, Threads, TikTok, Bluesky and X:
                    • ECU STEPP Program → @ecustepp

                  Bios should accurately reflect the unit the account represents and should be appropriate for the respective platform(s).

                  • “ECU” must be included in your bio.
                  • When creating a bio, ensure you include relevant keywords your audience may search for.
                  • If you need assistance creating a bio, the university social media team is here to help.

                    University Logos, Logo Lockups and Trademarked Words and Phrases

                    Branded profile pictures and standard usernames serve as primary required branding, so the inclusion of university logos and logo lockups in social media content is not required. Should your graphical content contain the aforementioned brand elements (logo, logo lockup, trademarked words and phrases), please submit for proper approval through Logo Review.

                    Guidelines regarding the creation of branded graphical elements lies within the jurisdiction of Creative Services and Logo Review.

                      Crisis Communication and Credibility

                      Crisis Communication

                      In the event of an emergency or crisis, university-affiliated accounts are prohibited from posting information that has not been approved by the university’s Chief Communications Officer and/or Director of Media Relations and Reputation Management.

                      Accounts may share emergency announcements and updates from the following approved accounts:

                      • East Carolina University:
                      • Emergency announcements and updates should be shared from approved accounts to prevent the spread of false information and minimize confusion.
                      • University-affiliated accounts must pause all postings in the event of an emergency or crisis, excluding the sharing of official communication from the approved accounts.

                      Credibility

                      To maintain credibility and consistency for important non-emergency university announcements, university-affiliated accounts are to share official news and announcements from the East Carolina University account(s) and should avoid creating their own posts.

                      For major updates, like ECU’s R1 designation or the announcement of new leadership, sharing the official announcement reinforces the university’s shared voice and ensures the audience receives accurate and timely information.

                      Account Mentions

                      Always review accounts before tagging. Only tag accounts with appropriate, relevant content that have consistently posted within the last six months.

                      DO NOT TAG

                      • Students, faculty or staff in posts (with the exception of ECU’s chancellor on Instagram, X and Threads).

                      DO TAG (if relevant)

                      • East Carolina University
                      • University-affiliated accounts
                      • ECU Health
                      • UNC System
                      • Industry partners your department holds direct and relevant ties to
                        • e.g., Thermo Fisher Scientific, Hyster-Yale, CAPTRUST, etc.

                      Hashtags

                      University-affiliated accounts are encouraged to use university-approved hashtags when appropriate. Using more than two or three hashtags is unnecessary.

                      HashtagUsage
                      #ECU, #Pirates, #PirateNationUniversity
                      #ECU[last two digits of class year], #PirateNationBoundAdmissions
                      #PirateNationGivesAnnual day of giving; fundraising initiatives
                      #ECUGradGraduates
                      #PirateAlumni, #PirateAlumAlumni
                      #LoyalAndBold, #ARRRGH, #NoQuarterSchool spirit
                      #PiratePets, #PiratePupsECU pets
                      #ARRRGH1, ECUResearchECU's Research 1 (R1) designation; research efforts

                      Resources for Platform-Specific Guidance

                      The East Carolina University social media team reserves the right to review, modify, or require changes to any university-affiliated social media account or content. Final decisions regarding account creation, management and branding rest solely with University Communications.