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Social media advice

Growth, Engagement and Marketing play a leading role in identifying opportunities to promote ECU to prospective students and other stakeholders via digital channels and social media strategies.

The Digital Marketing, Experience and Analytics team is responsible for managing ECU's primary social media presences, as well as overseeing other approved social media profiles. The Digital Marketing, Experience and Analytics team also provide advice and guidance on ECU’s social media policy.

Social Media Toolkit

Managing an approved ECU Social Media channel is multifaceted, in addition to adhering to the ECU Social Media policy, there are several other things to consider to ensure that your content is on brand, fit for purpose, and engaging for the audience.

To assist with making this as simple as possible, we have developed the BAM - Social Experience SharePoint site as a one-stop guide for all things social media at ECU.

In the BAM - Social Experience site, you can expect to find information about:

  • Requesting content for ECU's main social media presences.
  • A guide to creating content for ECU’s social media
  • Requesting a new social media presence.
  • Channel owner toolkits, including (but not limited to):
    • Moderating and escalating - Triage procedure,
    • How to run a competition, and
    • How to create an event.
  • A YouTube toolkit.
  • A Google Business Profile toolkit.

Request a new Social Media Presence

The ECU Social Media Policy requires that the establishment of any new ECU-related social media presence be endorsed by the Manager, Digital Marketing, Experience and Analytics before the Chief Growth Officer, GEM, can grant final approval.

A social media presence is typically a page or a group, and these can be requested on platforms such as Facebook, LinkedIn, Instagram, X or another platform where a strong business case can be made.

Before submitting a request, consider what type of presence you need.

Page

Pages are most suitable when the main purpose is to:

  • publish official ECU updates
  • promote news, events, services, research, achievements or campaigns
  • reach a public or broad audience
  • build visibility for an ECU school, service centre, event or initiative
  • direct people to ECU websites, services or contacts
  • manage public comments, messages and enquiries

A Page is mainly used to communicate from ECU to an audience.

Group

Group are best when the main purpose is discussion, peer support or interaction between members of a defined community, where the main purpose is to:

  • support a defined community
  • allow members to ask questions and share information
  • encourage discussion between students, staff, alumni, partners or other approved members
  • manage access to a defined audience
  • support a course, cohort, program, network, research community or interest area

A Group is mainly used to support conversation within a community, rather than publish official updates to the public.

Groups still require active moderation, clear rules and responsible administrators.

Before you submit a request

Before submitting a request for a new presence, you need to ensure you meet the following requirements:

  • You have a clearly defined mission and goal for the use of social media.
  • You have a content strategy, and nominated people to create the content.
  • You believe your target audience is present in the channel in sufficient numbers to warrant a presence, and can substantiate this claim.
  • You wish to broadcast a message. If so, you have contacted existing channel owners to determine your message is not suitable for an existing channel.
  • You're able to ensure that all queries are responded to within 24 hours (preferably 12) on a regular working day.
  • You commit at least 15 minutes per day to monitoring and evaluating.
  • You ensure that any queries that cannot be answered by your team are promptly forwarded to the appropriate department/team.
  • You're able to set a roster for monitoring your presence, including the provision of a backup administrator should the assigned administrator be ill/absent/unable to fulfil their duties.
  • You agree to abide by ECU's Social Media Triage procedure (available on request) on how to respond to any negative feedback.

Social Media Channel Request

Use this business case template when requesting a:

  • Facebook Page
  • LinkedIn Showcase Page
  • Instagram account
  • X account
  • another social media platform, or
  • more than one social media presence at the same time, including any mix of Pages, accounts and Groups

This is the main business case template for new ECU social media channel requests:

Social Media Group Request

Use this simplified template when requesting a standalone Facebook and/or LinkedIn Group only.

3rd party access to ECU social media channels

High-level access by 3rd parties, such as vendors and partners, is permitted upon approval of the ECU Digital Marketing, Experience and Analytics Manager. Typically, this is 'Advertiser' access on the relevant channel if applicable. Requests should be submitted using the Social Media Access Request Form External application form and sent to corporatedigital@ecu.edu.au.

Guides for ECU Researchers

ECU’s Corporate Relations team has prepared guides to help ECU researchers achieve better engagement and wider promotion through their social media channels.

Contact

For any additional social media questions, please contact our social media team: corporatedigital@ecu.edu.au

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