Social Media Best Practices at SKC

Salish Kootenai College understands the importance and benefits of communicating through social media platforms. We want to encourage our divisions, departments, and programs to utilize the different types of platforms if it supports their goals. Social media can be a helpful tool to disperse relevant information across campus and communities. Our best practices guide below will provide guidance, navigation, and support to all SKC-affiliated social media accounts and administrative users.

General Maintenance and Presence

  • Social media accounts at SKC should be logged into a minimum of once per day, excluding weekends, to monitor and respond to posts, comments, mentions, etc. 
  • Be present and responsive. Having an official social media account at SKC requires diligent maintenance and upkeep, including answering users’ questions and monitoring comments. 
  • As the frequency of updates will vary for each channel, using a digital calendar to schedule content may help to make the process more efficient and time-effective.
  • Do not hoard content and post it all at once. Strategically schedule and space out content. 
  • Regular posting on a weekly basis to all social media channels connected to SKC departments/programs is highly recommended.

Measuring, Analyzing & Building

  • When building or retaining social media accounts, a key component to measuring an account's success is through analytics.
  • Software applications and free tools that are available can help organize the use and monitoring of all the different platforms. 
    • Twitter's TweetDeck
    • Facebook/Instagram's Insights
    • Google's Data Studio
    • Google's Alerts can help you track keywords
  • Study the data provided by the Social Media's analytics to determine relevant statistics, while tracking them over time.
  • Match analytics information against content and engagement to determine what caused certain results.
  • Use all the information available to better understand your audience and to inform content decisions.
  • Creating a personality and a voice on your social media account(s) will help you build your audience. Be personable and accessible, while keeping in mind the guidelines and suggestions offered here.
  • Once you have established your social media presence, cross-promote in your various channels, both online and offline. If you have a brochure or a website, drive people to your social media channels, and vice versa. Just because people are very active within your Twitter account doesn’t mean they don’t need a pamphlet or an updated website.
  • Don’t judge your success solely on numbers. While it is tempting to use views, fans, or followers as a metric by which to assess your engagement in social media, it is not the ideal measurement. In social media, quality trumps quantity. 
  • Success doesn't end with building a community via social media; it's just a step within the process. You have to be present and engaged consistently over time, and you have to measure the effectiveness of that engagement over time.

Knowing your audience

  • Before you start posting it’s good to first learn everything you can about your audience. (Prospective Students / Current Students / Local Community Members / etc.)  If you don’t know or are unclear about who your audience is, you can’t give them what they want/need. 
  • Who is your current audience? You will need to identify your current audience, so you can go find and make new ones with the same traits or adjust if needed.
    • Age
    • Race
    • Where are they located
    • Background 
    • What languages do they speak
    • Where do they or where did they go to school
    • Income
    • What stage of life they’re in (student, parent, retiree)
    • Interest
    • Challenges
    • Etc.

Want to dive deeper into knowing your audience? Check out the customer/audience personas template.

Setting goals

Think about the results you, as managers and monitors of SKC social media accounts, want to see. Setting goals will assist in letting you (managers/monitor) learn what’s working and what’s not working. Understanding what you’re trying to accomplish will assure a better result.

SKC Objective
Social Media Goal
Growing the brand
Awareness(these metrics illuminate current and potential audience)
Followers, shares, etc.
Turn existing audience into advocates
Engagement(these metrics show how audiences are interacting with content)
Comments, likes, mentions, etc.
Diving/Driving leads and admission applications
Conversion(these metrics demonstrate the effectiveness of social engagement)
Website clicks, information requests, applications, etc.
Improving retention
Consumer(these metrics reflect how active customers think and feel about the brand)
Testimonials, social media sentiment, etc.

Best general social media platform practices

Being a team player - social media procedures

  • Do your part as an administrator or monitor of an SKC secondary social media account by sharing, liking, tagging, and commenting on other SKC secondary accounts.
  • Collaboration is encouraged with other programs, departments, and divisions.
  • See something, say something. Communicating with one another is key to running SKC secondary accounts. See anything that brings to mind any ideas, suggestions, and/or changes that may be needed, feel free to say something as it is welcomed and encouraged within our community.
  • Always be appropriate and respectful towards others. Not everybody will agree with some of the posts/comments you or others make. Make good judgment calls when it comes to responding or removing comments.

SKC's brand building

Keep in mind that your social media account(s) represent the SKC community, so make sure that you are following our design aesthetics logos, font, colors, etc. For a more in-depth style guide regulations visit Green Light at

SKC's Social Media Policy

To learn about the social media policy guidelines for Salish Kootenai College that have already been established and must be followed when using an official and/or a secondary SKC account(s), click the following link.