Social media

There are several social media accounts in SLU’s name. The central accounts are managed by the Division of Communication. They are primarily used to share knowledge about our operations, generate interest in our subject areas and degree programmes, and strengthen SLU’s brand and recognition among different target audiences.

The central accounts are:

• A national Facebook page
• An international Facebook page
• The Instagram account slu.sweden
• The Instagram account slu.student
• The Instagram account studyatslu
• LinkedIn
• TikTok

The Instagram accounts slu.student and studyatslu, the international Facebook page, and our TikTok account are primarily used to reach prospective students, nationally and internationally. The slu.student and studyatslu Instagram accounts and TikTok are mainly updated by students, which means the tone of voice may vary depending on who is posting.

The national Facebook page targets the general public and people with a close connection to SLU, for example, those who follow, support or engage with our activities.

The slu.sweden Instagram account also targets the general public, while LinkedIn is mainly used to reach alumni, prospective employees and partners.

Suggestions for content for SLU’s central social media accounts should be sent to the Division of Communication’s social media team at some@slu.se. We welcome tips and evaluate all suggestions. Sometimes we may need to decline suggestions. This may be due to the target audience, balance across channels or current priorities.

In your email, please:

• Briefly describe your suggestion and the purpose of the post - a couple of sentences is enough.
• State the target audience you believe the content is relevant for.
• Include a link to any related news item, webpage or similar, if available
• Indicate whether images or video material exists and name the photographer.
• State who can help respond to any questions or comments if the post is published.

Information about format and technical requirements for images and video will be sent to you by the social media team if we take up your suggestion. The team is responsible for creating the post but may request support or materials from you if needed.

Starting a social media account in SLU’s name is an organisational commitment. If you are considering it, several key conditions must be met.

• Rules and conditions: Read the platform’s terms of use and ensure that they do not conflict with SLU’s values or interests.
• Plan and resources: Prepare a plan for management, follow-up and eventual closure of the account. Ensure that there are sufficient time and resources to maintain it.
• Approval: You need written approval from your line manager to start an account. This ensures that resources and time are available for the necessary maintenance.

Although starting an account is often easy, maintaining it is more time-consuming. In addition to creating content, you must also respond to and moderate comments. Regular follow-up and evaluation are important, as channels and needs change over time. See the section General social media tips further down the page.

Once the account has been created, send the following to some@slu.se:

• account name and platform
• name of the person responsible for the account
• name of the manager who has approved the account.

Closing an account

When an account is no longer in use, it should be closed. A recommended approach is to post a message ahead of time informing users that the account will be removed, the reason for its removal, and where future communication will take place. Accounts must be archived. Contact SLU’s archivists for instructions on archiving accounts and their content.

After closure, inform some@slu.se so the account can be removed from link collections.

It is important to remember that SLU is a public authority. As civil servants, we must always act in accordance with relevant laws and guidelines. Social media is no exception. This means that anything considered an official administrative matter must be handled according to applicable rules. Below is a brief overview of what to consider when representing SLU on social media. See also the section SLU as sender/profiling on social media.

Plain language

Plain language is essential for us as a public authority to fulfil our mission. By using language that is cultivated, simple and comprehensible, we make information accessible to as many people as possible.

This applies equally to our social media channels. Social media users want to understand messages quickly, often on a small screen and at a fast pace. Clear and accessible communication in all channels builds trust and reduces the risk of misunderstandings.

Read more: Plain language.

Accessibility

Our communications should be understandable and usable for as many people as possible. Ensuring that our texts, images and videos are accessible makes it easier for more people to engage with our content.

Accessibility is important in social media, and we should create accessible content whenever possible. Videos should have burned-in subtitles on platforms that do not support separate subtitle files, and images should include alt-texts describing the content wherever possible.

Read more: Legal requirements for video and photo production 

GDPR (General Data Protection Regulation)

Handling images and videos correctly is an important aspect of our responsibility as a public authority. When people appear in images or videos, this counts as personal data, and we must ensure compliance with GDPR in all communication.

People who are identifiable in images or videos must be informed and give their consent regarding where and how the material will be published. For social media, verbal consent is usually sufficient. Children should only be included in images in exceptional cases, and even then, they should not be identifiable. If it is deemed absolutely necessary for a child to be recognisable, consent must be obtained from their guardian(s). If the child has two guardians, both must consent.

Older teenagers, from 16 and up, may be considered mature enough to decide whether they want to appear in images or videos.

Recommendations may vary depending on the platform used. If in doubt, always consult SLU’s legal counsel to ensure proper handling.

Read more: Legal requirements for video and photo production 

Copyright

You may not use copyrighted material on social media without permission. Images from SLU’s media bank may be used freely in editorial content. If you want to use an image that is not in the media bank, you must obtain the photographer’s permission.

The same applies to music: ensure the music is royalty-free or that you have explicit permission to use it. Read more: Legal requirements for video and photo production. 

Comments

Social media allows two-way communication, as users can comment on posts. It is therefore important that SLU’s accounts have clear comment rules that are easy for users to access. SLU’s central accounts use these rules, which can serve as inspiration for other accounts: Rules for social media comments.

As a public authority, we are responsible for answering relevant questions in comment fields and for moderating comments that break our rules. The ambition is to respond to comments within 48 hours on weekdays.

Comments that violate the rules must be hidden, or deleted if the platform does not allow hiding. Before hiding or deleting a comment, take a screenshot and save it in an appropriate location. Screenshots should be deleted after a reasonable time, normally about a week. Note that screenshots often contain personal data such as usernames and profile pictures, meaning the GDPR applies.

Sometimes, comment sections can develop in an undesirable direction and require more moderation than resources allow. In such cases, it may be necessary to close the comment field. If comments are closed, this must be stated clearly in the post. There may also be reasons to close comments during holidays or longer breaks.

When responding to comments, it is essential to always communicate correctly, politely and kindly. Written communication can easily be perceived as harsher than intended, especially in discussions where opinions differ. Even if a comment appears negative or incorrect, the reply must be factual and neutral. It must also be adapted to SLU’s role as a public authority. Responses must not reflect the individuals behind the account. Remember that many more people may read your response than the person you are replying to.

If a user repeatedly violates the comment rules, it may be tempting to block the account. Always consult SLU’s legal counsel before doing so, as blocking involves several legal and communicative considerations.

Crises or when something has gone wrong

Errors can occur. What matters is how they are addressed. Mistakes can be an opportunity to learn.

Minor errors, such as typos, can be corrected without further explanation. For more substantial errors, it may be sufficient to correct or remove the problematic part of the post. This helps avoid spreading incorrect information. In some cases, the entire post may need to be deleted. If so, an explanatory post may be necessary. Each situation should be assessed individually.

In the case of significant errors, the crisis team may need to be informed.

The Division of Communication is available for support when something has gone wrong.

When SLU is the sender of a social media account, it must be clear that the account belongs to the university. Although platform layouts differ, most profiles include several common elements: name, username, profile picture, cover image and a short biography.

Name and username

The account name and username must reflect the part of the organisation the account represents. Where possible, use the organisationally recognised name, although some platforms may restrict the number of characters. These names appear both in the profile view and on each post, so clarity and consistency are essential.

Profile picture

The profile picture must always be SLU’s logo. It may not be replaced with other images, symbols or illustrations. This applies to all accounts in SLU’s name, regardless of platform.

Biography

The biography should reflect SLU’s core messages and provide a short, clear introduction to the organisation running the account. It should help users quickly understand who we are and what they can expect from the content.

Cover image

The cover image provides an opportunity to highlight SLU’s work and identity. Choose an image that conveys engagement, optimism and forward thinking.

Support and inspiration: Images and video

Link to slu.se

Where possible, all accounts should include a link to a relevant page on SLU’s external website to help users find more information.

Use the SLU brand manual

When creating or updating an SLU account, always adhere to the SLU brand manual. Guidelines and support are available on the staff web.

To reduce the risk of hacking or account takeover, the following security measures are recommended:

• Use strong, unique passwords for each account and avoid reusing passwords.
• Enable two-factor authentication where possible.
• Limit the number of administrators and assign only necessary permissions.
• Use a functional email address where possible to maintain organisational control over the account.
• Be alert to phishing – avoid clicking suspicious links and handle login details carefully.
• Remove permissions when staff leave or change roles.

If you suspect an intrusion, secure the account immediately and contact the responsible function.

Updating social media is a communication skill. Platforms change frequently, both technically and in user behaviour, and it is important to stay informed to maximise the impact of your content. Some general advice:

Use emojis thoughtfully

Emojis can reinforce a message and make text more accessible, but overusing them can make content difficult to read or seem unprofessional.  Balanced use supports a clear and professional tone.

Choose relevant hashtags

Hashtags can increase reach and drive traffic. Use hashtags that are already established and have clear audiences. Entirely new hashtags rarely gain traction. Note that some platforms limit the number of hashtags.

Be aware of link limitations

Not all platforms allow clickable links in posts. Plan how to direct users elsewhere, for example, using ‘link in bio’ or clearly explaining where to find more information.

Adapt text and visuals to the platform and target audience

Social media content should be short, focused and easy to understand. Visuals should capture interest and support the message. Videos are often most effective when short and engaging. Adapt content to both the platform and the intended audience.

Have a publishing plan

Regular posting helps accounts grow and maintain their audience. Longer periods of inactivity make it harder to remain visible and build engagement. Create a realistic plan for how many posts can be published each week.

Ensure sufficient resources

Managing social media requires time. Planning, producing, publishing and moderating require continuity. Before starting a new account or increasing activity, ensure that sufficient resources are available.

The social media team at the Division of Communication does not provide advice or support for communication conducted via private staff accounts, even if they are used in a professional context.

The team supports SLU’s organisational accounts as time and resources allow.