UNE Life Staff | Social Media Guide

Part of your role with any department or service of UNE Life is to help us build strong community trust.

  1. You are encouraged to share photos and stories with the Brand and Marketing Manager, of awesome things that happen in your workday!
  2. You may be asked to feature in a staff profile.
  3. You are encouraged to connect and engage with us on our social channels.
  4. You are encouraged to tag us on social media where appropriate.
  5. You have opportunities to learn new skills and develop your own personal brand – including Social Media training, mobile photography and writing content for UNE Life blogs.

How you can help.

The most basic way for you to help us build this brand is by sending photos and a quick description of what and who is in the photo to Alahna our Brand and Marketing Manager. From here, she can share on our channels if and when appropriate.

Examples of photos could be;

  • A really pretty coffee you’ve made on a table in the courtyard
  • A photo of the lunch you’re eating from The Cafe
  • A beautiful table set up for an event
  • A photo of a class you’ve just taught at SportUNE
  • A candid moment doing exercise on the fileds
  • A selfie video of you talking about what you’re about to do and why
  • A photo of a happy student after you’ve helped them or chatted with them at an activation
  • The list goes on…

You’re welcome to get in touch with Alahna via;
Phone: 0497 876 319 | Email: afiveas2@une.edu.au

TIP: If you can send a few photos at a time, in landscape and portrait, she will be so over the moon!

Things you need to know.

Content is key.

Because our brands and services are so varied, and in so many different locations its hard for us to snap all the incredible moments we’re involved in – this is why we need your help.

By sending photos and a little description of who, what, why and where to our Brand and Marketing manager – you’re helping ensure we’re always talking about the most up to date topics with our services at any given time!

Things to send

  1. News, events, activities highlights, people and celebrations
  2. Good quality images –  landscape and portrait photos please (no pixelation/out of focus shots)
  3. Use the rule of thirds when taking a photo
  4. Please don’t add words or edit the photos – we will do this
  5. Video snippets
  6. Who is in the pic
  7. What you’re/they’re doing
  8. Why this is so cool/important/useful

Think about what you want to see in your feed… if its ugly you’ll keep scrolling, if its interesting you’ll engage.

You’re welcome to get in touch with Alahna via;
Phone: 0497 876 319 | Email: afiveas2@une.edu.au

TIP: If you can send a few photos at a time, in landscape and portrait, she will be so over the moon!

Branding is important.

Consistency in branding builds trust – trust builds engagement.

You are an extension of the UNE Life brand – this is why we want you to collaborate!

When we talk about branding for our staff we’re talking about;

  • The way you speak to people in the community
  • The way you present yourself on social media
  • The way you present yourself at work


  • When you’re tagging UNE Life brands in your social media – please ensure the content is appropriate
  • When you’re taking photos of people to send to the Brand and Marketing team – ensure you have permission from the people in the photos.
  • When you’re taking photos at our venues – please ensure the content is appropriate
  • Read the UNE Life Social Media Policy!

Tone of voice.

Tone = Attitude | Voice = Personality

The tone of voice is the way we convey our message – this goes for in-person and online.

If you’re sharing photos and messages for or with UNE Life brands on your socials, please ensure what you’re saying is truthful and not offensive.

Like branding, consistency in tone builds trust – trust builds engagement.


  • Make sure your tone of voice is consistent and that it speaks to your target market – the people that interact with the service you provide at UNE Life
  • When you’re posting from personal accounts please always refer to yourself as “I”
  • Don’t social media linked to UNE Life brands to  offer personal opinions
  • Remember to be respectful and inclusive with your language

Replying to negative comments.

This can happen from time to time.

Negative comments on any UNE Life account will be responded to by the Brand and Marketing Manager.

  • What happens? She will reply empathetically inviting them to email her (to get the conversation off the main page) and respond accordingly.
  • Escalate negative comments – if a negative comment involves a students welfare or something that may concern UNE or UNE Life, screenshot the comment and alert James, Ben or Alahna who can assist with your reply.

If you receive any negative comments on your personal social media in relation to any UNE Life brands or services, please screenshot and send to the Brand and Marketing team.

Get in touch with Alahna via;
Phone: 0497 876 319 | Email: afiveas2@une.edu.au

Things that are nice to know for your personal social media.

Who knows they may even turn you into a pro!

First impressions count right?

If you’re trying to build a social media following it’s imperative you complete your bio and the “about” section with engaging and accurate content. Check out this guide!

You might want to build your own social media following to enhance your own personal brand;

  • You could be an incredible chef
  • You could be a yoga pro
  • You could be super interested in nature and love sharing your plant babies

It’s up to you what you share on your personal socials, as long as you’re aware, that you’re a part of our brand!

Spelling and grammar.

Spelling and grammar is so important – but sometimes it can be tricky, we love to use these two apps if ever in doubt!

Know your audience.

Your audience or target market is a particular group of consumers/followers at which a product, service or personal brand is aimed at

By identifying your audience(s) you’ll be able to adapt your content, which will help you to speak to their interests and hold a level of understanding.

If you’re really serious about developing your personal brand you could;

  • Create buyer personas
  • Look at your competitors (other chefs, trainers etc)
  • Monitor engagements and comments on your feeds
  • Witness external social habits
  • Conduct surveys and polls to dive engagement in your audience

What is engagement?

Think about social media engagement like a long-term relationship…

If you really want to develop your personal brand it will take dedication, adaptability and forward-thinking. When you add these things together with a bit of thought you can ensure your relationship will happily last.


  • Likes
  • Comments
  • Shares
  • Click downs on content


  • Use your stories to highlight and boost your content
  • Pin your best content to the top of the page
  • When people like, comment or share your posts – make sure you reply!
  • Like share and comment on like-minded pages
  • Create a response matrix to help you with talking to your followers.
  • Your aim is to get someone to click anywhere on the post – so more than one line of text is great, use spacing to your advantage – using multiple pictures, gifs, snippets of video are best!

Reach vs. impressions explained.

Reach is the total number of unique people who see your content. Impressions are the number of times your content is displayed, no matter if it was clicked or not.


  1. Organic =  number of times your content was displayed for free (ie in news feed or on your page)
  2. Paid =  number of times your paid content was displayed.
  3. Viral = number of times content linked with your page was displayed or shared by others.  This includes liking, sharing or commenting.


To organically increase your reach be sure to include

  • Location tagging vary this from post to post but always keep them relevant
  • Tag relevant brands, groups, others – not just everyone!
  • Hashtags 

Understanding #Hashtags.

Hashtags are used for searchability – use existing hashtags for reach and try and incorporate one that is specific to your event or group for identity.


  • Capitalize for readability
  • You can use up to 30 on Instagram. We recommend you include 15-20  in every IG post. Make these specific to your content/message and vary from post to post.
  • You can use up to 3 on Facebook.
  • Add hashtags either as the first comment or use this tip to put them a few rows below your caption
  • Only 3 hashtags work in Instagram stories. Don’t shrink your hashtags – IG flags this and disables the search. Use broad hashtags in your stories. Learn more here
  • If you’re creating a custom hashtag – do your research make sure no one else is using this tag, you can simply do a google search for this or if they are using it just make sure it’s not inappropriate or contradictory to your purpose.

Official UNE #Hashtags you might want to include;

Understanding a CTA.

CTA simply stands for a Call To Action. It’s an action point to be used across websites, in newsletters and on social – each social post should have a purpose, driving sales and awareness or people back to your original purpose.


  1. Make them Action-Oriented
  2. Use Persuasive Text
  3. Include Strong Visuals
  4. Create a Sense of Urgency
  5. Make them Easy to Find (include a shortened link)

Think short, snappy – engaging – they can involve emojis.


  • Each Facebook post should have a CTA
  • CTA’s on Instagram are trickier, use your bio link and refer people back to this.
  • Make sure your CTAs are engaging and that they vary
  • Only one purpose or message at a time!
  • Guide to creating social CTAs

Please note! Instagram doesn’t let you use multiple links, or hyperlink from your text.

Alternatively – use Linktree, this way you can add all the links you need to your bio (website, socials, blog, contact etc) and in the copy of your Instagram post reference “Link in bio”

When to post?

Deciding when to post on social media will vary for each individual and to make things even trickier this optimum time will change.

To find your best times go to:

  • Facebook > insights > post
  • Instagram > menu > insights


We would recommend thinking of your audience…

The most important thing with content posting is consistency! One post a week, and the same time, using the correct location and hashtagging can be enough to kick start this!

Correct image sizes help.


It’s best practice to create your images to the correct size, images can always be shrunk, but not enlarged.

Web images are measured in Pixels (px)
Print images are measured in mm, cm, inches

Facebook and Instagram have rules about the text on imagery – usually, the will penalise you for this, as they will think its an add. Aim for no text – 20% text on an image and put all the other detail in the text box.

Dimension guidelines;

2020 sizes 

  • Facebook profile picture size: 180 x 180
  • Facebook cover photo size: 820 x 462
  • Facebook link image size: 1200 x 630
  • Facebook image post size: 1200 x 630
  • Facebook event image size: 1920 x 1080
  • Facebook video size: 1280 x 720
  • Maximum Facebook video length: 240 minutes
  • Facebook ad size: 1200 x 628
  • Facebook video ad size: 1280 x 720
  • Facebook Story ad size: 1080 x 1920
  • Facebook group cover image size: 1640 x 922
  • Facebook messenger image ad size: 1200 x 628

When to add stories?

You can post stories any time, as frequently as you like!

Stories typically receive the best engagement – try and post these most frequently and link them to something tangible, an existing post or a call to action.

Make the most of your stories by;

  • Adding a location tag
  • Adding a hashtag



If you’re time poor – lets face it, who isn’t, scheduling could be your new best friend.

Scheduling simply means planning your social media activities so you’re able to achieve your goals and priorities in the time you have available. It can also help you balance and plan your workload.


There are lots of scheduling tools out there – depending on budget and the time you want to dedicate to learning how to use a new platform.


Set SMART goals for yourself

  • Specific Defined and clear
  • Measurable With specific criteria so you can measure your progress towards the goal
  • Achievable Attainable, not impossible
  • Realistic Within reach, and relevant to your purpose
  • Timely Keep a clearly defined timeline, include a starting date and a target date (creating a sense of urgency)

Events and how to make the most of them.

If you’re really stepping it up and planning events this will help you;

  • Planning – All events require planning and advertising, the more organised you are with the details the better your event will be!
  • Details – For student events, we recommend getting the event details hosted online as soon as possible – 4 weeks beforehand is a good starting point. People want information – the “about” section of your event should be as enticing as possible.
  • Schedule posts – scheduling posts and teasers with information will be the key to getting organis reach and people at your events
  • Reach – to amplify your event you can include co-hosts to your events!

For tips on how to create an event check out this blog

Content planner template.

If you’re loving the social media world and want to post your own content – a content strategy will help you hit your goals and plan ahead!


Download Template

Response matrix.

By spending a little time to create a response matrix, you’ll be able to communicate with your followers quickly and authentically.

A response matrix would typically include all the “usual” questions you get asked.


Download Template

Design tools.

If you’re looking to create images and step up your content game, we like;

If you fancy spending some time editing your photos we like;

Free stock images and Giphy's

Our favourite places to look for stock imagery are;

Video editing.

Video is a really powerful content tool – if you fancy dabbling in a bit of video these are our favourite free video editing tools;

Link tool.

Instagram is a little tricky and won’t let you include a hyperlink into your text – instead you should use Linktree, its free and means you can add multiple links to your profile.

Simply add it to your bio and in each post direct them there ie “follow the link in my bio for more information”

Here it is;

If you want to learn more.

The more of our team’s that express interest in social media, content creation and photography the better!

Express your interest with Alahna via;
Phone: 0497 876 319 | Email: afiveas2@une.edu.au