Social Media

Why Accessibility Matters

Accessible content:

• Reaches more people, including those using assistive technologies
• Improves clarity and comprehension for all audiences
• Strengthens trust and credibility in UAB’s communications

Best Practices for All Platforms

Follow these guidelines when creating social media content:

• Add alt text to images describing key visual elements
• Use CamelCase hashtags (#GoBlazers, not #goblazers)
• Limit emoji use and place them at the end of posts
• Avoid placing critical information only in graphics
• Use high color contrast (minimum 4.5:1)
• Write in plain, concise language
• Avoid flashing or strobing effects
• Include captions for all video content

Common Accessibility Mistakes to Avoid

• Using “fancy fonts” or special characters from external tools
• Overusing emojis or placing them mid-sentence
• Writing vague alt text (e.g., “image of students”)
• Including important details only in images
• Using excessive spacing, line breaks, or decorative formatting
• Writing in all caps for long phrases

Writing & Formatting for Accessibility

Clear formatting improves readability and screen reader performance:

• Use standard fonts and characters
• Avoid excessive spacing, tabs, or ASCII-style formatting
• Keep sentences and paragraphs short
• Avoid long blocks of text
• Use standard capitalization (avoid ALL CAPS)

Emoji & Hashtag Accessibility

• Screen readers describe emojis out loud
• Limit emoji use to 1–2 per post
• Place emojis at the end of posts, not within sentences
• Always use CamelCase for hashtags (#UABGivingDays)
• Avoid long or excessive hashtag strings

Links & Calls to Action

• Avoid vague phrases like “click here”
• Use descriptive language:
  • “Apply to Graduate School today”
  • “Learn more about UAB Giving Days”
• Do not place URLs or QR codes in social graphics
• Clearly indicate what users can expect when clicking

Image Accessibility

Alt Text Basics

Alt text is a critical accessibility tool for users who rely on screen readers.

Do:

• Describe what matters in the image
• Provide context (who, what, why it matters)
• Keep descriptions clear and concise

Don’t:

• Use alt text for jokes, hashtags, or hidden messages
• Overdescribe unnecessary details

Example:

“Students outside” vs. “Three UAB nursing students in scrubs standing outside the UAB School of Nursing building after clinical rotations”

Reminder: Alt Text Is Not a Gimmick

Alt text should never be used for commentary or engagement tactics.

If you couldn’t see the image, what would you need to know to understand it?

Video Accessibility

Captions

Captions make video content accessible to users who are deaf or hard of hearing, non-native speakers, and those watching without sound.

• Always include captions on videos
• Do not rely on auto-generated captions without review
• Edit captions for accuracy and clarity

Beyond Captions

• Ensure key visual information is also spoken or described
• Identify speakers when necessary
• Avoid relying solely on music or visuals to convey meaning
• Make sure captions are readable on a high contrast block of text if video shows moving backgrounds

Creating and Using .SRT Files

Using YouTube to Generate Captions

1. In YouTube Studio, select Subtitles
2. Choose your video and click Add
3. Upload, auto-sync, or manually create captions
4. Download the .SRT file once finalized

You can reuse this file across platforms.

Platform Captioning Instructions

Facebook

1. Edit video → Subtitles & Captions (CC)
2. Upload .SRT file or generate and edit captions

Instagram

• Does not support .SRT uploads
• Use built-in caption tools or hardcode captions into video

LinkedIn

1. Upload video → Edit → Video Settings
2. Upload .SRT file

X (formerly Twitter)

1. Use Media Studio → Subtitles
2. Upload .SRT file and assign language

Testing Your Content for Accessibility

Before publishing, test your content to ensure it is accessible:

• Use test or private accounts to preview posts
• Turn on screen readers:
  • iPhone: VoiceOver
  • Android: TalkBack
• Listen to how your content is read aloud
• Review captions for accuracy
• Check readability and contrast on mobile devices