Social Media

All social media pages that represent Virginia Tech and Virginia Cooperative Extension, including our volunteer programs, must comply with these requirements. An accessible presence not only supports compliance but also makes your content more usable and welcoming for all audiences.

Alternative Text (Alt Text)

Alt text is a concise written description added to digital content, including photos and graphics. Alt text helps users with visual impairments and those using screen readers or other assistive devices understand the images you are sharing.

All images shared on social media should include descriptive alt text. This can be added while creating a post within the platform, such as Facebook, Instagram, or LinkedIn, or through scheduling tools like Meta Business Suite.

Alt text should generally be one to two sentences. It should provide meaningful context and include any important text shown in the image, along with relevant details such as logos or key visual elements.

• What is alt text (short video)

• Adding alt text on Facebook (Short video that demonstrates using the business page. There are many videos you can find and watch for your specific workflow.)

• Adding alt text on Instagram (short video)

• For additional platforms, do a Google search. There are many online videos that explain how to add alt text for different platforms, on mobile vs. desktop, and in different versions of apps, etc.

Video Content

Any video that includes audio must also include captions. Most social media platforms offer auto-generated captions, but these should always be reviewed for spelling and accuracy.

If a platform does not allow you to add captions during upload, add open captions directly to the video. Use a clear, easy-to-read font that remains legible on a small phone screen.

• Adding captions to Instagram reels (short video)

• Adding captions to Facebook reels (short video)

• Using captions on YouTube (short video)

• Guidelines for making captions WCAG (the standard we are supposed to meet under Title II) compliant (short video)

• For additional scenarios, please do a Google search for your specific case (e.g. "how to add captions to YouTube short on mobile" or "how to add captions in Facebook business suite")

If you cannot figure out how to do these steps, you cannot post your video.

Text on Images

Use text sparingly in graphics. Include additional details in the body of the post whenever possible. Here are guidelines for writing alt text for infographics.

Rather than uploading a full flyer or newsletter as an image, create a simplified graphic with only the most essential information. Use the caption to provide more details or add a link to a webpage. See the flyers page for additional guidance on this.

Avoid using QR codes in social media graphics. QR codes are difficult to access from a mobile device while using social media. Instead, include a direct link in your caption on Facebook, X, or LinkedIn, direct users to the link in your bio on Instagram, or use link stickers in Stories.

Hashtags and Emojis

Use CamelCase for hashtags, such as #VirginiaTech instead of #virginiatech, to improve readability.

Use emojis sparingly and never in place of words. Screen readers interpret emojis as text descriptions, which can be confusing when they are overused. Limit use to one or two and place them at the beginning or end of a sentence or paragraph.

Avoid decorative characters or long strings of emojis that may be distracting or confusing.