UWA Staff

Preparing UWA students social media content

The UWA staff site provides easy access to information for new and current staff. This includes procedures and planning, Human Resources, the induction process, Financial Services, Research and Teaching and Learning, as well as details of facilities, parking and transport information, and all about UWA’s social side.

There are four key social media channels used by UWA Student Life to engage current students and support them in their university experience.

  1. Principles of online social media content
  2. Preparing digital content for UWA students online channels
  3. Submitting digital content for UWA students online channels

Principles of online social media content

  • The principles of using social media for students are sharing, connecting and interacting. There should be a focus on adding value to the face-to-face programs already operating for students.
  • The UWA Students social media channels are not official UWA communication channels so shouldn’t be relied on as a sole communication channel for students.
  • Good content is easily adapted for multiple channels. Content should always have a message that tells the audience what you want them to do (what action is required) – rather than what you want them to know, be aware of or think about.
  • All efforts will be made to reduce ‘noise’. These are actively discouraged: over-communicating, repeating messages, unnecessarily sending messages or sending messages outside target groups.
  • If you are taking photographs at a student event to use online then this statement should be included in your materials: “Photos may be taken by staff during our events for educational and promotional purposes. If you prefer your photo not to be used then please contact a staff member”. More personalised involvement of students requires a talent release/permission form.

Preparing digital content for UWA students channels

The UWA students Facebook page is our online community’s main channel for the student experience. We also use YouTube, Twitter and Instagram to create and share original content. Our Facebook channel covers a wider range of topics relating to the student experience. The advice below is for preparing content for the UWA Students Facebook page.

 Successful content  Low-rating content
 Original content

Content (interviews, photos, videos, announcements, observations etc) created specifically for this channel that taps into what students want and need

 Content shared elsewhere.

If your content has already appeared on another Facebook or webpage it does not reach a lot of our audience due to Facebook’s algorithms. We therefore rarely ‘share’ other content.

 Content with a story

Students want to know the personal/human story behind our activities and are much more interested when they are finding something out about the University

 Promotional/marketing content

Facebook sees words like ‘join’, ‘come’, ‘see’, ‘find’, as click-bait and this type of content has low reach.

 UWA-specific content

Students want content specifically designed for them that is not ‘generally for students’ or ‘generally for people in Perth’

 Generic content

Generic tips, reminders, events and other content have low impact and reach – especially if they use the same text that appears in other online channels

 Direct and interesting content

Conversational but direct tone is most effective with a total avoidance of ‘marketing’ or ‘government’ speak

 Rhetorical questions

Including rhetorical questions in updates results in low reach (eg Ever wanted to study overseas? Interested in a career in Japan?). The algorithm sees this content as spam/advertising

 Engaging format

Video still has the most reach but all posts need a visual element and a link.

 Unappealing content

Flyers, pdf, stock images, link with no intro text or thumbnail, text written for all-staff emails, events

 Timely and insightful content

Tapping into the UWA student community feeling at the right time. Our highest-rating slots require booking ahead of time.

 Untimed content

Content that is posted too early, too late, or doesn’t acknowledge what students want and need.

Submit Social Media Request

For more info on our analytics, content planning and communications strategy, contact Susanna Wills-Johnson