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University of Georgia

 

Social media content posted on behalf of the University of Georgia must be accessible to individuals with disabilities. Under Title II of the ADA and Section 504 of the Rehabilitation Act, public institutions are required to ensure digital communications are accessible, including social media content. UGA is working toward ensuring digital content meets WCAG 2.1 Level AA accessibility standards by April 24, 2026. UGA is not responsible for the accessibility of the platforms themselves, but is responsible for the content published on them. Accessible social media improves usability for everyone and helps ensure people with disabilities can access university information.

 

Why this matters

Social media reaches broad audiences and is increasingly used for official university communications. Inaccessible social media excludes people with disabilities from important information and community engagement. Social platforms are often the primary way institutions communicate with students, faculty, and the public, making accessibility a legal and ethical requirement.

 

Core Accessibility Principles for Social Media

Five key areas:

  • Alternative text for images
  • Captions for video
  • Readable and understandable text
  • Accessible links and file formats
  • Accessible graphics and documents (including PDF flyers)

 

Use Plain Language

Clear language and short sentences improve readability and comprehension for all users. Avoid jargon or highly technical terms. Spell out acronyms on first use and break long information into multiple posts.

Example comparison:

Less accessible: “The dept. will undergo significant reorganization in Q2 pursuant to the strategic plan.”

More accessible: “Our department is reorganizing in spring. Here’s what changes for you…”

 

Images and Graphics

All images must include alt text. Alt text should:

  • Describe image in context
  • Be concise but meaningful
  • Focus on important visual information

Best practices:

  • Avoid “Image of” or “Picture of” in alt text
  • Keep descriptions concise
  • If image contains text, include it in post or alt text

Important: Avoid placing critical information only inside an image. Include event details in the caption as well.

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Accessible Graphics and Infographics

Proper color contrast and clear typography ensure graphics are readable for all users:

  • Color contrast: 4.5:1 for normal text, 3:1 for large text (WCAG requirements)
  • Font size and clarity: Use clear fonts and avoid decorative styles

Important information in graphics must also be included in accompanying text.

 

Video Accessibility

Videos must include captions. Captions should:

  • Reflect spoken dialogue
  • Include meaningful sounds
  • Be synchronized with video

Auto captions must be reviewed and corrected before publishing. If important visual information isn’t conveyed in the audio, describe it in the narration or provide audio description.

 

Audio Content and Podcasts

Audio-only content should include transcripts. Transcripts allow users to read, search, and review content. Post transcripts alongside audio content.

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Links should clearly describe their destination. Avoid generic link text:

  • Avoid: “Click here”, “Read more”, “Link”
  • Better: “Apply for the Graduate Fellowship”, “View event details”

Provide context in link text and indicate format if linking to a document or media. For example: “Download the event schedule (PDF)”

 

Accessibility for PDF Flyers and Documents

Shared PDFs must be accessible. Requirements include:

  • Proper headings
  • Readable text (not scanned images)
  • Sufficient color contrast
  • Alternative text for images
  • Logical reading order
  • Tagged PDF structure

Avoid image-only flyers. Include event details in the post text as well as in the PDF.

 

Hashtags

Use CamelCase for hashtags: #DigitalAccessibility not #digitalaccessibility. CamelCase helps screen readers identify word boundaries.

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Emojis

Use emojis thoughtfully. Screen readers read emojis aloud as their descriptions.

  • Limit number of emojis per post
  • Place emojis at end of sentence
  • Avoid replacing words with emojis

Example comparison:

Less accessible: “Event tomorrow!”

More accessible: “Event tomorrow!”

 

Accessible Formatting

Use short paragraphs and break up long text. Use bullet lists when appropriate. Clear structure improves readability for everyone.

 

UGA Tools and Support

Several UGA resources support accessibility efforts:

  • Digital Accessibility Services (DASH): Provides guidance, training, and support
  • Digital Accessibility Liaisons (DALs): Department contacts for accessibility practices
  • Ally for Web: Identifies accessibility issues on university websites
  • Ally for eLC: Identifies accessibility issues in course materials

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Accessibility Checklist for Social Media Content

Before posting, verify:

  • Images include alt text
  • Videos include captions
  • Audio content includes transcripts
  • Important information is not contained only in images
  • Links describe destination
  • Hashtags use CamelCase
  • Graphics have readable text and sufficient contrast
  • PDF flyers and documents are accessible

 

WCAG Criteria

Social media content must meet these key WCAG 2.1 success criteria:

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Getting help

If you have questions or need assistance, the Digital Accessibility Services Hub (DASH) is available to support colleges, schools, and administrative units as they build sustainable accessibility practices.

Accessibility is a shared responsibility, and every step you take makes UGA’s digital environment more inclusive.

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Instagram

Instagram supports alt text for images and automatic captions for Reels and Stories. The platform’s built-in accessibility tools are more limited than some other platforms, so deliberate content preparation is especially important.

Adding alt text to photos

  1. Upload your image and proceed to the caption screen.
  2. Tap Advanced Settings at the bottom of the screen.
  3. Tap Write Alt Text and enter a meaningful description of the image.
  4. Tap Done, then share your post.

To edit alt text after publishing, open the post, tap the three-dot menu, select Edit, then Edit Alt Text.

Captions for Reels and videos

  1. After recording or uploading a Reel, proceed to the editing screen.
  2. Tap the Captions sticker. Instagram will auto-generate captions.
  3. Tap each caption segment to review the text. Correct any errors in wording, punctuation, or timing before proceeding.
  4. Auto-generated captions are not sufficient on their own. They must be verified for accuracy before publishing, particularly for proper nouns, acronyms, and UGA-specific terminology.

Stories

  • Use the Captions sticker for any spoken audio in Stories.
  • Ensure on-screen text has sufficient contrast against the background (4.5:1 minimum for normal text).
  • Do not place critical information only in text stickers or image overlays, as these are not read by screen readers.

Instagram does not currently support alt text for Stories background images. Include key information in the post caption or repeat essential details in a linked feed post.

Facebook

Facebook provides one of the more comprehensive accessibility toolsets among major social platforms, including manual alt text, automatic video captions, and event accessibility fields.

Adding or editing alt text for photos

  1. Upload your photo. Facebook will automatically generate alt text.
  2. Before posting, click Edit on the photo, then select Alternative Text.
  3. Replace the auto-generated text with a meaningful, contextual description.
  4. Click Save and proceed to publish.

To edit alt text after posting, click the three-dot menu on the post, select Edit Post, click the photo, then choose Alternative Text. Facebook’s automatically generated alt text is often inaccurate or too generic. Always replace it with a custom description.

Captions for videos

  1. Upload your video to a Page or profile.
  2. On the posting screen, select Edit Video.
  3. Choose Captions and either upload an SRT file or use auto-generated captions.
  4. Review and correct auto-captions before publishing.

Events

  • Include accessibility information in the event description (for example, wheelchair accessibility, ASL interpretation availability).
  • Ensure event cover images have descriptive alt text.
  • Repeat key event details (date, time, location, registration) in the event description text. Do not rely solely on the cover graphic.

X (formerly Twitter)

X supports image alt text and automatic captions for uploaded videos. The platform’s character limit means concise, clear writing is especially important for accessibility.

Adding alt text to images

  1. Attach an image to your post draft.
  2. Click or tap + Alt text that appears on the image thumbnail.
  3. Enter a meaningful description (up to 1,000 characters).
  4. Click Done and proceed to post.

Alt text cannot be added after a post is published on X. Review image descriptions before posting.

Captions for videos

  1. Upload a video. X will attempt to auto-generate captions.
  2. Alternatively, upload an SRT subtitle file during the upload process for more accurate captions.
  3. Verify captions are accurate before publishing.

Additional writing practices

  • Use CamelCase hashtags: #UGAResearch, not #ugaresearch.
  • Spell out abbreviations on first use, even within the character limit.
  • Place emojis at the end of posts rather than mid-sentence.
  • Avoid repeated punctuation patterns such as “!!!” because screen readers announce each character.

LinkedIn

LinkedIn is used for professional announcements and is frequently accessed by assistive technology users in higher education and professional contexts. It supports alt text for images, captions for videos, and accessible document posts.

Adding alt text to images

  1. Upload an image in a new post.
  2. Click the Edit (pencil) icon on the image thumbnail.
  3. Enter a description in the Alt text field. LinkedIn recommends keeping descriptions under 120 characters for best compatibility.
  4. Click Save and proceed to post.

Captions for videos

  1. Upload your video in a new post.
  2. LinkedIn will auto-generate captions. Click Edit captions to review and correct them.
  3. You may also upload an SRT file for pre-captioned videos, which is the preferred method for accuracy.

Documents and PDFs

  • LinkedIn allows posting PDFs as document carousels. Ensure all PDFs are fully tagged and accessible before uploading.
  • Include key information from the PDF in the post text so users do not need to open the document to access essential details.
  • LinkedIn document posts display as a scrollable carousel. Each page functions as a separate visual, so make sure each page is self-descriptive.

When publishing longer-form content as a LinkedIn article, use heading levels properly. LinkedIn articles support formatted headings that support screen reader navigation.

YouTube

YouTube is UGA’s primary platform for hosted video content. It offers robust captioning tools, transcript support, and chapter navigation. Captioning is especially important given the volume and duration of academic and instructional video content.

Adding and editing captions

  1. Upload your video in YouTube Studio.
  2. Go to Subtitles in the left menu and select your video.
  3. YouTube auto-generates captions. Click Edit to review and correct errors in timing, speaker identification, and vocabulary, particularly proper nouns, acronyms, and technical terms.
  4. Alternatively, upload an SRT, VTT, or SBV subtitle file for pre-captioned videos. This is the preferred method for high-accuracy captions.

Transcripts

  • YouTube can auto-generate a transcript. Download and review it for accuracy.
  • For instructional or public-facing content, provide a corrected transcript in the video description or as a linked document.

Chapter markers

For longer videos, add chapter markers in the video description to allow users to navigate to relevant sections. This benefits users with cognitive disabilities as well as all viewers. Example format:

  • 0:00 Introduction
  • 1:30 Overview of digital accessibility
  • 4:15 Applying alt text in course materials

Thumbnails and titles

  • Custom thumbnails should meet color contrast requirements. Avoid embedding text in thumbnails that is not repeated elsewhere.
  • Video titles and descriptions should be clear and descriptive so users understand the content before watching.

UGA uses Kaltura for many instructional videos hosted in eLC. Kaltura provides its own captioning tools and supports caption review workflows. For YouTube content, auto-captions must always be reviewed before a video is published or shared publicly.

Quick checklist

Before publishing a social media post on behalf of UGA, use this checklist as a final review. Addressing each item helps ensure your content is accessible to the widest possible audience.

  • Images and graphics
    • All images include meaningful, contextual alt text.
    • Alt text does not begin with “Image of” or “Picture of.”
    • Critical information is not contained only in an image or graphic.
    • Text overlays in graphics meet color contrast requirements (4.5:1 for normal text, 3:1 for large text).
  • Video and audio
    • All videos include captions that have been reviewed and corrected for accuracy.
    • Important visual information is described in the narration.
    • Audio-only content includes a transcript posted alongside the audio.
  • Text and language
    • Language is plain, clear, and free of unexplained jargon or acronyms.
    • Hashtags use CamelCase capitalization (#UGAResearch, not #ugaresearch).
    • Emojis are used sparingly and placed at the end of sentences.
  • Links
    • Links use descriptive text that communicates the destination or file format.
    • “Click here,” “Read more,” and similar vague phrases are avoided.
  • PDFs and documents
    • PDF flyers are tagged, structured, and readable (not scanned or image-only).
    • Essential event or document details are included in the post text.
  • Platform-specific steps
    • Alt text has been added using the platform’s built-in alt text tool.
    • Auto-generated captions have been reviewed and corrected before publishing.
    • SRT caption files have been uploaded where supported and applicable.

Progress over perfection is the goal. Each post created with these practices in mind moves UGA closer to a more inclusive digital environment.

Additional resources

These resources provide additional guidance and tools to support accessible social media content creation in alignment with WCAG 2.1 AA and ADA Title II requirements.

Learn More About Digital Accessibility

Learn about the new federal rules regarding web accessibility from the U.S. Department of Justice and web content accessibility guidelines.

DOJ Web Accessibility Rule WCAG 2.1 Guidelines