SOCIAL MEDIA

Brand Standards

Building a Strong Digital Presence

Social media is a critical tool for sharing Rice University's impact with the world. A coordinated, strategic presence strengthens our reputation, connects us to diverse audiences, and positions Rice faculty, research, and programs at the forefront of innovation and discovery.

Following consistent brand, content, and platform guidelines ensures that every account representing Rice reinforces the university’s excellence and values.

Our Commitment to Excellence Online

This guide provides requirements and recommendations for managing official Rice-affiliated social media accounts. It is designed to help communicators, faculty, and departments uphold Rice’s reputation, increase visibility, and maximize impact in an evolving digital landscape.

Core Brand Standards for Social Media

Standard Definition

Visual Identity
  • Use official Rice logos, fonts, colors, and design elements without modification.
  • Ensure graphics, photography, and templates are consistent with Rice brand guidelines available at brand.rice.edu.

Voice and Tone
  • Reflect Rice's core values: excellence, integrity, innovation, inclusion, and care.
  • Maintain a professional, welcoming, and engaging tone appropriate for a global audience.

Account Ownership and Responsibility
  • Only authorized university employees may create and manage official Rice-affiliated accounts.
  • Accounts must clearly represent their department, program, or initiative's connection to Rice.

Content Integrity
  • Ensure that all posts align with the university's mission, uphold academic excellence, and contribute meaningfully to institutional priorities.
  • Protect accuracy, accessibility, and relevance in all communications.

Unified Messaging and Collaboration
  • Use official Rice hashtags and approved handles to maintain brand alignment and maximize visibility.
  • Follow and tag university partners and affiliated accounts appropriately to amplify reach.

Platform Setup Requirements

  • Register accounts using an official Rice email address.
  • Use approved Rice profile photos, headers, and bios.
  • Include a website link back to an official university page.
  • Assign at least two full-time employees as administrators to ensure security and continuity.
  • Activate two-factor authentication and use strong, unique passwords.

Best Practices for Building Engagement

  • Keep branding elements and voice consistent across all platforms and posts.
  • Highlight student experiences, faculty research, community impact, and innovation stories.
  • Make content audience-centered, accessible, and easy to share.
  • Add captions to all videos to ensure accessibility.
  • Use alt text for all images.
  • Follow accessibility standards for color contrast and font size.
  • Respond to comments and messages in a timely, professional manner.
  • Remove inappropriate content or escalate concerns to the Office of Public Affairs.
  • Share content that complies with privacy laws, including FERPA and HIPAA.
  • Obtain appropriate permissions before featuring individuals or sensitive research.

Governance and Compliance

Rice’s Office of Public Affairs oversees social media brand management and governance.
Noncompliance with these guidelines may result in corrective actions, including removal of non-compliant accounts. Departments and programs should routinely review their account activity, branding, and engagement strategy to ensure alignment with university standards.

For assistance with branding, account registration, or content strategy, visit brand.rice.edu or contact socialmedia@rice.edu.

Platform-Specific Guidance and Information

Facebook

Standard Definition

Account Requirements
  • Use a Rice-branded profile and cover photos.
  • Write a clear bio stating your department or program affiliation with Rice University.
  • Pin key posts like welcome messages, event announcements, or major achievements.
  • Monitor direct messages and comments regularly.

Core Demographics

Monthly Active Users: 3B Primary Age Group: 25-34

Gender: 56% male 44% female

Note: 53% of users follow or engage with brands

Content Preferences

Short videos, live streams, engaging posts with visuals, community-oriented content, and event promotions

Visual Requirements

Cover Image: 820 x 312, Post: 1200 x 630, Video: 1280 x 720 (H),

1080 x 1920 (V), Ratio: 16:9 (H), 9:16 (V), Video Max: 240 minutes

X (formerly Twitter)

Standard Definition

Account Requirements
  • Use an official Rice profile photo and header image.
  • Include a concise bio that establishes Rice's affiliation and program focus.
  • Pin strategic tweets at the top of the feed for visibility.

Core Demographics

Monthly Active Users: 600M, Primary Age Group: 25-34

Gender: 69% male, 31% female

Content Preferences

Real-time updates, concise text posts, news, trending hashtags, and visually supported content (images, GIFs, videos)

Visual Requirements

Character Limit: 280, Post: 1200 x 675, Video: 1280 x 720, Ratio: 16:9 (H), Video Max: 2 hrs (verified)

Instagram

Standard Definition

Account Requirements
  • Use an official Rice profile image.
  • Craft a brief, clear bio that includes Rice affiliation and a university website link.
  • Maintain a high-quality, visually consistent grid that reflects the Rice brand tone.
  • Tag official Rice accounts when collaborating or cross-promoting.

Core Demographics

Monthly Active Users: 2B Primary Age Group: 18-24

Gender: 51% male, 48% female

Note: 62% of users follow or engage with brands

Content Preferences

High-quality images, Stories, Reels (short-form video), carousel posts, and influencer collaborations

Visual Requirements

Square: 1080 x 1080, Portrait: 1080 x 1350, Reels/Stories: 1080 x 1920, Ratio: 1:1 (Sq) 9:16 (V), Video Max: 90 seconds (Reels), 15 seconds (Stories)

LinkedIn

Standard Definition

Account Requirements
  • Use a department-specific logo or approved Rice branding for the profile image.
  • Develop a professional "About" section highlighting the program's connection to Rice.
  • Post regularly about research milestones, academic initiatives, events, and career opportunities.

Core Demographics

Monthly Active Users: 1B Primary Age Group: 25-34

Gender: 56% male, 44% female

Note: 24% of users follow or engage with brands

Content Preferences

Professional articles, industry insights, company updates, research, awards, and thought leadership

Visual Requirements

Post: 1200 x 627, Banner: 1128 x191, Video: 1920 x 1080, Ratio: 16:9 (H), Video Max: 10 minutes

TikTok

Standard Definition

Account Requirements
  • Obtain prior approval from the Office of Public Affairs before creating new accounts.
  • Register accounts with official Rice branding and bio descriptions.
  • Submit a strategic content plan for review to ensure alignment with Rice's public image and communications goals.

Core Demographics

Monthly Active Users: 689M

Primary Age Group: 18-34, Gender: 55% male, 45% female

Content Preferences

Authentic, creative, and entertaining short-form videos, often featuring trending audio or challenges

Visual Requirements

Video: 1080 x 1920, Ratio: 9:16 (V), Video Max: 10 minutes

Emerging and Secondary Platforms

Platform Threads Bluesky Pinterest YouTube

Core Demo

Monthly Active Users: 275M

Primary Age Group: 18-34

Gender: 50% male

50% female

Monthly Active Users: 20M

Primary Age Group: 25-34

Gender: 70% male

30% female

Monthly Active Users: 500M

Primary Age Group: 18-24

Gender: 30% male

70% female

Monthly Active Users: 2.5B Primary Age Group: 25-34

Gender: 54% male

46% female

Note: 40% of users follow or engage with brands

Preferences

Conversational, informal text posts; memes; and concise updates, often tied to trending topics

Thoughtful, text-based updates with a conversational tone, links to articles, and shorter multimedia posts

High-quality, inspiring visuals with actionable ideas, such as DIY projects, recipes, and lifestyle tips

Long-form educational videos, tutorials, vlogs, and live streams

Visuals

Character Limit: 500, Post: 1080 x 1080, Video: 1080 x 1350, Ratio: 16:9 (H) 1:1 (Sq), Video Max: 5 minutes

Character Limit: 500, Post: 1200 x 675, Video: 1280 x 720, Ratio: 16:9 (H) 1:1 (Sq), Video Max: 5 minutes

Post: 1000 x 1500

Ratio: 2:3 (V)

Thumbnail: 1280 x 720, Video: 1920 x 1080 (HD)

Ratio: 16:9 (H)

Video Max: 12 hrs (128GB)

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