Social media offers powerful opportunities to connect with North Carolinians across the state where they are: online. But to be effective, our social media efforts must be thoughtful, consistent and aligned with our brand and mission.
We've compiled university regulations and resources, along with tailored tips and tools for Extension, to help guide your local social media strategy. Following are a few foundational resources that provide essential guidance for our social efforts:
- Guidance on Starting a Social Account
- NC State Social Media Best Practices and Compliance
- Download Social Media Best Practices Cheat Sheet (1-Pager)
- NC State Social Media Policy
Social Media Contact
Connect with Caro Metzler, Extension / CALS social media specialist, for more information and guidance:
Caro Metzler (they/them)
CALS + Extension Social Media Specialist
cmetzle2@ncsu.edu
919-532-9472
Training Tools
This training will help you plan and coordinate your local social media efforts more effectively — from identifying your goals and using appropriate social channels to creating content that's targeted to your audiences.
Graphic Design for Extension Social Media Discover the basic design principles of our brand, tips for maximizing your impact and useful tools to assist with your local social media efforts in this presentation.
Social Media Channels Overview
Extension Social Media Messaging Themes
Extension’s social media content should reinforce and fall within one or more of the following messaging buckets, which align with our brand drivers and provide optimal support for Extension’s marketing goals and brand identity:
- Best People (= Expertise, Profiles)
- Highlight our topical expertise and employees: we have the best people and customer service (e.g. employee stories/profiles, some Homegrown videos, etc.)
- Research-based Programs (= Content, Tools/Services)
- Spotlight key programs and their impacts: trusted, research-based efforts driving growth and prosperity across the state
- “Programs” = what Extension provides (tools, services, knowledge, etc.)
- Extensive Partnerships (= Outreach, Network)
- Tout our partnerships and vast statewide network: we're in every community working with stakeholders to address timely issues that others aren't equipped to manage
- Leader in Experiential Education (= Delivery/How, Helping clients transfer research into everyday application)
- Focus on the "how" / delivery aspect of our work: Extension provides individualized solutions (tools, resources, guides, events, etc.) that exemplify high-tech / high-touch, innovation, customer-oriented, localized
Social Post Checklist
- Does the post support how we’re growing the state / improving the lives of North Carolinians?
- Does it appeal to and/or is it timely or relevant to our audiences?
- Does it support one or more of our four strategic messaging themes?
- Could it cause negative impacts for partners or stakeholders (is there a chance it could deter consumers from engaging with certain products, activities, etc.)?
Looking to create graphics for your county or program? Find guidance and tools to help you create effective, on-brand resources with Canva.
Image Tools
Always use appropriately sized images / videos for individual social platforms. Utilize the free tools below from Sprout Social to quickly and easily confirm image specs for various social applications. You can also resize images.
- Image Sizing Guide for Social Media
- Use this tool to resize images for specific social media platforms.
- Video Specs Guide for Social Media
- Which Image File Type Should I Use? (PDF)
Review up-to-date image size guidelines for individual social media platforms below: Find more imagery and photo resources.
More Graphics Tools (NC State Extension)
Review the following graphic elements for branding your social media channels. You are not required to use one of these specific images, but you should model your social media account imagery after these examples and guidelines. All images are pre-sized and upload-ready for your accounts.
Facebook Cover Image (820x312)
X - Formerly Twitter - Cover Image (1500x500)
Profile Image
Download a Photoshop file (.PSD) below to create a profile image for your Extension social account. Profile pics always require a square image, which is sometimes placed within a circular frame once loaded, depending on the platform.
It is not necessary to feature the logo in your profile image — that's more appropriate as a cover image option. Instead use an eye-catching image with a clear focus that is relevant to your channel's subject matter. It should visually reinforce your identity.
