Social media works best as a two-way conversation rather than a one-sided announcement. Knowing who you’re talking to helps you share in a way that feels relevant and inviting. Choose what platforms you use based on who you are trying to reach.
Explain what you want to share in a way that non-experts will understand.
Lead with why your work matters and the difference it can make. Add just enough detail to spark interest, then keep it tight and scroll-friendly so people stick with you. A helpful tip is to write a first draft and condense it by about 50%. If you want to write a more text-heavy post, LinkedIn is a good platform to use.
Create excitement and engagement from your audience by including photos from the lab, conferences, or a quick video. Short videos are more likely to drive engagement and reach new audiences. If you use charts or graphics, ensure they are not overly complex and have minimal text. Always include alt text or captions with your visual content for accessibility.
If you are sharing research or a project where THRC is a partner, be sure to tag @thrctxst. You can also tag @txst, your department's account, and the accounts of any people or organizations featured in your content. Tagging helps put your content into more people's feeds and can exponentially improve your reach.
You don’t need to be online every day to make an impact. A few thoughtful posts each month can still help you grow your audience. If you’re not sure what to share, join the conversation by reacting to or reposting content from colleagues or others in your field. Engaging meaningfully with their work also boosts your visibility and credibility over time.
43% of all social users have a LinkedIn. Great for events and career or industry-related content. 67 million companies have LinkedIn profiles.
People spend more time on YouTube than on any other platform. YouTube is great for long-form videos. Most users are men aged between 25-34.
82% of social users have Instagram profiles. Instagram is great for connecting with younger audiences and sharing short videos or carousel posts.
TikTok faces regulatory hurdles but is popular for short-form video, receiving 2.65 billion monthly visits. Most users are 18-35 years of age.
X is a go-to platform for news, updates, and anything happening in real-time. Over half of X users are men, and the largest age group is users 25-34.
Reddit is primarily used for news and topic-based discussion threads. It does allow users anonymity, which can pose unique challenges.
90% of consumers maintain a Facebook profile. Great for sharing events, connecting with community members. Most users are men aged 25-34.
A platform for voice, video, and text chat in communities called "servers". This platform was initially for gamers, but is now used by many groups.
Social Media Best Practices | Texas State University Division of Marketing & Communications
Social Media Tips & Tricks | Wake Forest University
