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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 Americans with Disabilities Act (ADA) and Section 504 of the Rehabilitation Act, public institutions are required to ensure that digital communications are accessible. This includes content posted to social media platforms. UGA is working toward ensuring that digital content meets WCAG 2.1 Level AA accessibility standards by April 24, 2026.

UGA is not responsible for the accessibility of social media platforms themselves, but we are responsible for ensuring that the content we publish on those platforms is accessible. Accessible social media content improves usability for everyone and helps ensure that people with disabilities can access university information, programs, and services.

What this guide covers

This guide provides general accessibility practices that apply to all social media platforms, followed by step-by-step guidance specific to each major platform UGA uses. The platform-specific steps reflect current interface conventions and may change as platforms update their tools.

Use the navigation above to jump to a specific section or platform.

Core accessibility principles

Accessible social media content focuses on five key areas. Each one helps remove barriers for users who rely on screen readers, captions, or other assistive technologies.

  • Alternative text for images: Describes visual content so screen reader users understand what is shown.
  • Captions for video: Makes audio content accessible to users who are Deaf or Hard of Hearing.
  • Plain, readable language: Benefits users with cognitive disabilities and non-native English speakers.
  • Accessible links: Describes the destination so users know where a link leads before selecting it.
  • Accessible graphics and documents: Ensures PDFs and image-based flyers are readable and not barriers to information.

Plain language

Content that is easy to read and understand is more accessible for everyone, including individuals with cognitive disabilities and people who are not native English speakers.

Best practices

  • Use clear language and short sentences.
  • Avoid jargon or highly technical terms when possible.
  • Spell out acronyms on first use.
  • Break long information into multiple posts when necessary.

Example

Less accessible: UGA’s OITIS and DAS teams are implementing WCAG remediation workflows.

More accessible: The UGA Digital Accessibility Services team is helping departments improve accessibility across university websites.

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Images and alt text

Images used in social media must include alternative text (alt text) so screen readers can describe the image to users who are blind or have low vision.

Writing effective alt text

  • Describe the image in context with the post.
  • Be concise but meaningful. Focus on important visual information.
  • Do not begin alt text with “Image of” or “Picture of.”
  • If the image contains text, include that text in the post caption or alt text.

Example

Post text: Our students celebrated research achievements today.

Less accessible alt text: Photo.

More accessible alt text: UGA students presenting research posters during a campus research showcase.

Important note about text in images

Avoid placing critical information only inside an image. If a graphic announces an event date and location, that information must also appear in the caption or post text so users can access it even if they cannot see or load the image.

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Graphics and color contrast

Many social media graphics contain text embedded within the image. These must be designed so the text is readable for users with low vision or color vision differences.

Minimum contrast requirements (WCAG 2.1 AA)

  • Normal body text (under 18 pt or 14 pt bold): 4.5:1 minimum (WCAG 1.4.3 AA)
  • Large text (18 pt or larger, or 14 pt bold): 3:1 minimum (WCAG 1.4.3 AA)
  • Icons, UI components, and graphical objects: 3:1 minimum (WCAG 1.4.11 AA)

Additional design practices

  • Use clear fonts and avoid overly decorative or script typefaces in graphics.
  • Do not rely on color alone to convey meaning. Use an additional indicator such as a label, icon, or pattern.
  • If a graphic contains critical information such as dates, deadlines, or links, repeat that information in the post text as well.

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Video and audio

Captions for video

Videos posted to social media must include captions so that users who are Deaf or Hard of Hearing can understand the audio content.

Captions should:

  • Reflect spoken dialogue accurately.
  • Include meaningful non-speech sounds (for example, [music] or [applause]).
  • Be synchronized with the audio throughout the video.

Many platforms provide automatic captions. These must always be reviewed and corrected for accuracy before publishing. Auto-captions frequently misinterpret proper nouns, technical terminology, and UGA-specific language.

Audio description

If important visual information is not explained in the audio narration, describe it within the narration itself.

Less accessible: “Here is our latest data.”

More accessible: “This chart shows student enrollment increasing steadily from 2,000 students in 2020 to 3,400 students in 2025.”

Audio-only content and podcasts

Audio-only content such as podcasts or recorded interviews must include a transcript. Transcripts allow users to read instead of listen, search for specific information, and review the material at their own pace. Post the transcript alongside the audio content whenever possible.

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PDFs and documents

Many departments share event flyers and announcements as PDF files on social media. These documents must also be accessible.

Requirements for accessible PDFs

  • Properly structured headings
  • Readable text (not a scanned image of a document)
  • Sufficient color contrast
  • Alternative text for images
  • A logical reading order
  • Tagged PDF structure

Flyers exported as flat images or scanned documents cannot be read by screen readers and do not meet accessibility requirements.

Always include key details in the post text

Even when sharing an accessible PDF, include essential information in the post caption so users can access it without opening the file.

For event announcements, the post text should include:

  • Event title
  • Date and time
  • Location
  • Registration link (if applicable)
  • Contact information

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Hashtags and emojis

Hashtags

Use CamelCase capitalization in hashtags so screen readers can identify individual words. Without CamelCase, a screen reader may read a multi-word hashtag as a single string of characters.

Less accessible: #digitalaccessibility   #ugaresearch

Accessible: #DigitalAccessibility   #UGAResearch

Emojis

Screen readers announce each emoji by its text description, which can make posts difficult to follow when many emojis appear throughout the text.

Best practices:

  • Limit the number of emojis in a post.
  • Place emojis at the end of a sentence rather than in the middle.
  • Do not use emojis to replace words.

Less accessible: Join us 🔬 for the research showcase 🔬 tomorrow 🔬

More accessible: Join us for the research showcase tomorrow! 🔬

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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