So, you're ready to build your presence and run powerful campaigns on social media. This guide pulls together everything you need to know to get started – from crafting scroll-stopping content to measuring real results.

Start With Strategy 

Before you post, its worth stepping back and asking: what are we trying to achieve?
Use the questions in the Running a Campaign / Petition guide to sketch out a plan. The article has a full outline of guiding principles and ideas to get you started, but to start thinking about it we have included some of the key concepts here:
  • Define your goals – what do you want to happen?
  • Identify your audience – who can make it happen?
  • Pick your messengers – who will students trust?
  • Choose your tactics – how will you deliver your messages?
Planning this out ahead of time makes your social media more intentional and effective. It stops you from getting sucked into rushed, scattered content production. 

Creating Content That Works

Once you understand your goals, you can begin to optimise your content for your purposes and audience. Based on data from the main @UMSUunimelb accounts, here's what we've found works best with the student demographic:

1. Post often and keep it short
Aim for clear, concise messaging. Most people scroll fast—under 100 words is ideal. If your message is longer, consider breaking it into a series or using a carousel.

2. Use more video and photography

Video outperforms static images, especially low-fi or "raw" video like Reels or TikToks. Candid event footage, quick talking heads, or screen recordings can all work well.

Photography tends to get better engagement than static graphics. If you use graphics, make sure they are clean, legible, and align with your department's branding.

3. Keep your tone accessible
Write how you'd speak to another student: clear, plain and direct. Be informative, but not overly formal. Don't assume prior knowledge of your department and what you do for students, every post is a chance to welcome newcomers. 

4. Avoid common issues
  • Include image descriptions
  • Proofread thoroughly, especially for dates, times and locations for events. Poisoning the well of trust is hard to undo. 
  • Use emojis sparingly, if at all. They look cute but rarely increase engagement. 
  • Tag relevant accounts (the main UMSU account, other departments, external collaborators, etc) and consider Collaborator Posts if your campaign is aligned with the main UMSU brand and goals.
5. Be present
Don't just post and ghost. Monitor your comments and DMs, especially during campaigns or time-sentitive posts. Being responsive builds trust and keeps your audience engaged

Paid Meta Ads

If you're running a major campaign or trying to reach students outside your networks, you can use paid ads on Instagram and Facebook.

What you'll need
  • Approval for the ad spend from your committee (send Comms the minutes)
  • A clear goal (clicks, event attendance, sign-ups, etc.)
  • An idea of who you’re trying to reach (location, age range, gender, etc.)
Boosts vs. Ads
  • Boosts are quick, simple and good for reach or engagement. You can boost directly from an Instagram post and target by location and interest.
  • Ads are more powerful for targeted campaigns. These run through Meta Ads Manager and can optimise for more specific actions (like clicks or views).

We recommend boosts for time-sensitive campaigns (under a week) and ads for anything longer-term or with a clear call to action.

Comms can help you run these ads, but we’ll need lead time and clear instructions. If you're not sure which approach is right, reach out and we can help you decide.

Do not run ads on your own pages without assistance from the Comms Team. This may, and has, caused issues with personal profiles becoming linked with payment methods without authorisation, has caused issues with obtaining required invoices and receipts, and may impact your ability to run ads in future.


Limitations and rules when considering paid ads on Meta

  • No ads that contain social or political messaging (this includes things like racism and other social justice campaigns)

  • Ads are flagged by AI, both the artwork and the copy is reviewed

  • Ads must not imply or attempt to generate negative self-perception.

  • Ads must not contain promises or suggestions of unrealistic outcomes.

  • Ads must not promote products or services using deceptive or misleading practices.

  • Ads must not discriminate against people based on personal attributes.

  • Ads must not direct people to non-functional destinations.

  • If you believe that your ad was rejected incorrectly, you can request another review.

  • In your ads account, go to Business Support Home. Choose the rejected ad and select Request review


Measuring Your Impact

How can you identify the effectiveness of your marketing? We can look at both online and offline indicators.

Social Media Metrics
  • Are people sharing your posts or commenting?
  • Are you getting meaningful clicks, not just likes?
  • Are you reaching the right students (based on comments, DMs, or feedback)?
Real World Indicators
  • Did students take the action you wanted (sign the petition, come to the event, vote, etc.)?
  • Are more students engaging with your department or cause?
  • Was the time, money and effort worth the outcome?
  • Have students mentioned or discussed the posts or campaign in person?
We've got a full guide on how to Measure Campaign Success here. 

What Support Can We Offer

If you’re not sure how to start, or you want help designing your campaign’s social strategy, get in touch. Comms can help you:
  • Plan your message and goals
  • Identify audiences and tactics
  • Set up and run ads
  • Troubleshoot post formats or platform quirks
We cannot post on your behalf, but we’re here to make sure you’re confident and well-supported. Reach out via the HelpDocs website or submit a ticket by emailing cme-support@union.unimelb.edu.au