Social media platforms are important tools for sharing stories, news, events, and resources with our community. When used thoughtfully, these platforms strengthen engagement, enhance visibility, and support the mission of Virginia Western Community College.
To promote clarity, consistency, and equity across College-affiliated social media, the Office of Marketing and Strategic Communications has established the following guidelines for accounts that officially represent the College. These guidelines are intended to support account administrators with shared standards, best practices, and access to institutional amplification.
Resources
These guidelines apply to any social media account designated as an official Virginia Western account, whether administered by employees or students, and across all platforms (e.g., Instagram, Facebook, X, LinkedIn).
Purpose
These guidelines exist to:
- Promote accuracy, consistency, and integrity in college communications
- Protect Virginia Western’s reputation, identity, and brand
- Ensure equitable standards across official accounts
- Provide clarity and support for account administrators
- Enhance accessibility and inclusion in digital communications
Account Designation
Account designation is determined by the Office of Marketing and Strategic Communications. Social media accounts fall into one of the following categories.
Official Accounts
Select department, program, organization, and student group accounts are designated as official Virginia Western social media accounts based on factors such as:
- Scope and visibility of the program
- Public-facing role
- Regular communication with external audiences
- Representation of the College’s mission and services
Official accounts are subject to the social media guidelines outlined in this document and are eligible for:
- Content sharing and amplification from the College’s main social media accounts
- Use of Virginia Western branding and logos
- Ongoing support and guidance from Marketing and Strategic Communications
Non-Official Accounts
Personal accounts, closed groups, internal-only pages, informal student- or employee-run accounts, and student club accounts not affiliated with a Virginia Western program (see Appendix A) that are not designated as official are not required to follow these guidelines. However, administrators of non-official accounts are encouraged to consult Marketing and Strategic Communications for questions or best-practice support.
Non-official accounts are not eligible for:
- Content sharing and amplification from the College’s official social media accounts
- Use of Virginia Western branding and logos
Student clubs may be eligible for content inclusion in Let’s Get Digital. Optional best-practice training and support may also be available to student clubs. Please see the student club/organization guidelines for additional information.
Account Registration & Approval
To be recognized as an official Virginia Western social media account:
- Submit the Social Media Request Form
- Review by Marketing and Strategic Communications
- Account designation confirmation (official or non-official)
- Access to branding assets, amplification, and support, if applicable
All existing and future accounts created by or on behalf of an official campus entity must be documented with Marketing and Strategic Communications.
Content & Posting Best Practices
Planning Before You Post
Account administrators should consider:
- Purpose and goals of the account
- Target audience and outreach strategy
- Posting responsibility and continuity
- Content availability and sustainability
Posting Frequency
Official accounts should maintain a consistent posting schedule appropriate to their program capacity and audience. As a general guideline:
- 1-3 quality posts per week is recommended
- Posting frequency may vary based on program scope and staffing
Quality, relevance, and engagement are prioritized over volume.
What to Post
- Program news, updates, and stories
- Events, initiatives, and achievements
- Photos and videos from College-related activities
- Content that aligns with Virginia Western’s mission and values
Maintain a tone that is conversational, inclusive, and professional.
Accessibility Expectations
All official accounts are expected to follow basic digital accessibility best practices, including:
- Adding alt text to images
- Captioning video content whenever possible
- Using readable fonts, color contrast, and clear language
Accessibility supports inclusion and ensures content reaches the widest possible audience.
What to Avoid
- Posting confidential or private information
- Sharing unverified or breaking news during emergencies
- Posting political or controversial statements on behalf of the College
- Using inappropriate language or informal “texting” shorthand
- Posting images or stories without appropriate consent
*When unsure, consult Marketing and Strategic Communications before posting.
Handling Feedback, Mistakes & Challenges
- Errors: Edit or remove posts promptly and professionally
- Negative comments: Do not delete differing opinions; respond respectfully or move conversations to private messages when appropriate
- Spam or profane content: May be hidden or removed
- Emergencies: Share only information released by official College accounts
Marketing and Strategic Communications is available to support account administrators in navigating complex situations.
Account Administration and Security
To ensure continuity and security:
- Official accounts must have shared administrative access
- Login credentials must be stored securely and shared only with approved administrators
- Marketing and Strategic Communications will conduct an annual review of official accounts to ensure they remain active, accessible, and aligned with college guidelines
Brand & Logo Use
Only official Virginia Western accounts may use College logos and branded assets. All branding must follow the College Style Guide.
Logos and brand resources are available through Marketing and Strategic Communications.
Contact
For questions, guidance, or support:
Jamie Dillard
Public Relations & Marketing Specialist
jdillard@virginiawestern.edu
marketing@virginiawestern.edu
Social Media Requests: Social Media Content Submission Form
Appendix A: Official Virginia Western Social Media Accounts
- X
- Facebook – CCAP
- Facebook – Community Arboretum
- Facebook – Culinary Institute at Virginia Western
- Facebook – Educational Foundation
- Facebook – Great Expectations
- Facebook – Military Student Center
- Facebook – Phi Theta Kappa (PTK)
- Facebook – Virginia Western Alumni
updated January 2026
For Requests:
- Marketing: marketing@virginiawestern.edu
- Social Media: Submit this form
- Website: webadmin@virginiawestern.edu