Brands, like people, have a voice, and personality traits make up that voice. UCLA’s brand voice remains the same in all contexts. However, tone can change and flex depending on the platform and audience, and this is especially true on social media.
Cultured: We are a worldly and sophisticated lot; we are not content to stay in our own backyard.
Balanced: Our constant goal is to be fair, equitable and impartial.
Vibrant: The UCLA campus is a vigorous and energetic community, and we are its active members.
Perseverant: We are steadfast when pursuing our goals, despite difficulties or obstacles.
Visionary: Our achievements — in all facets of life — are proof of our farsightedness.
Catalytic: We are agents of change.
Our messages may emphasize different traits depending on audience and content. Think in terms of an audio equalizer — our voice remains consistent (6 words) but we adjust the mix as appropriate to the project and the audience.
Copy and Content Production
Specific campaigns or posts may target specific groups of people, but when we think about how social media is used, our audience is the public…everyone! Content, therefore, should not be too niche in interest, but rather, accessible, relevant, and inclusive. Look at who is engaged with your channel(s) and focus on commonalities that unite your audience. Build a persona based on insights/data, and think about brand-compatible traits your messaging can speak to. That way, when you post, you can more easily focus on why your audience would care, and how it aligns with the story we are telling about UCLA.
Here are some additional guidelines to keep in mind when posting:
- – News and information should speak to a broad audience with accessible language and adequate context & framing. Avoid jargon, acronyms or dependence on insider knowledge.
- – Talk about services to those they serve instead of funders, legislators, staffers or volunteers (should be in a separate bucket or site).
- – Amplify programs for public use and participation.
- – Quality matters and visuals are mandatory. Every post/tweet should include an engaging element: photos, video, GIF, etc. . For link share posts, work with developers to make sure thumbnails are showing up, and that they are good photos.
This photo represents the reaction we aiming for from our audience:
Be honest about who you are and fully disclose any affiliation you have with UCLA. It is never acceptable to deceive people. State your relationship with UCLA from the outset, e.g., “Hi, I’m Joe Bruin and I work for UCLA marketing…” Consider the content carefully and be cautious about disclosing personal information.
When managing a business/company page affiliated with UCLA, you are speaking for the University. It’s important to keep your communications professional, even as a staff or faculty member on your personal social media profiles, just as you would strive to do in emails or other business messages.