Social media content is more accessible when it is created in a way that people with disabilities — whether permanent, temporary, or situational — can understand and use it. Accessible content works with assistive technologies such as screen readers, voice assistants, speech-to-text tools, screen magnifiers, braille displays, keyboards, and switches.
ADA Title II requires that all individuals, including those with visual, auditory, motor, or cognitive disabilities, have equal access to the information and meaning conveyed through SUNY Oswego’s social media content. Because accessibility features and options vary by platform, the guidance below focuses on accessibility requirements and best practices that help ensure social media content can be perceived, understood, and navigated by a wide audience.
This means:
- Information presented visually must also be available in text.
- Information presented through audio must also be available in text, such as captions.
- No essential information can rely solely on images, color, symbols, sound, or motion.
Equal access does not require an identical experience, but it does require the same information to be available to all users.
Note: This page focuses on accessibility requirements and best practices. Guidance on official SUNY Oswego social media strategy, tone, posting standards, templates, and platform-specific practices is managed by Marketing & Communications (MarCom). These guidelines do not apply to personal social media accounts or private communications.
On this page:
Use Clear, Plain Language
Clear language supports users with cognitive disabilities, individuals using assistive technologies, and people with a high cognitive load.
To improve accessibility:
- Use clear, direct wording
- Limit each paragraph to one main idea
- Avoid jargon or unexplained terminology
- Place essential information early in the post
Acronyms and Abbreviations
Screen readers may not interpret acronyms correctly. Using periods between letters will allow screen readers to read it one letter at a time.
Accessibility best practices include:
- Avoid acronyms when possible
- Spell out acronyms the first time they appear
- Do not assume familiarity with shortened terms
Images and Graphics
Any non-text content — including images, figures, graphics, GIFs, and charts — must have a text equivalent so users who cannot see the content receive the same information. Do not rely on visual elements alone to communicate essential information.
Text equivalents include:
- Alternative (alt) text for images and graphics
- Image descriptions included in the post
- Captions or transcripts for multimedia
Alt Text for Images
Alt text provides a brief description of an image’s meaning or purpose, and must be added to all images and graphics on platforms that support it.
When writing alt text:
- Clearly describe the essential information or message in the image.
- Avoid auto-generated alt text when possible.
- Be concise, generally under 125 characters and 1–2 sentences.
- Focus on what is relevant and meaningful, not decorative elements.
- Summarize the key information in a graphic or flyer.
Do not:
- Begin with “image of” or “picture of.”
- Use emojis, hashtags, or unnecessary punctuation.
- Include decorative or irrelevant details.
Example:
For the image here, alt text could be, "Students with laptops working outside at a picnic table."
Image Description
An image description is a longer explanation of visual content included in the body of the post. Image descriptions are especially helpful when images contain text, complex visuals, or contextual information.
Word Art and other types of pictures of text are not screen-reader friendly. Assistive technology will only determine there is an image present, it will not be able to read the text. Any text that appears in the image must also be included in post copy.
Emojis
Screen readers read emojis aloud by their description, which can create confusion or distort meaning. Learn more about emoji descriptions.
To support accessibility:
- Emojis must not be used to represent critical information.
- Emojis must not replace words.
- Emojis must not be placed in the middle of words, sentences, or paragraphs.
- Place emojis at the end of a post when used.
- Emojis should not be used as bullet points.
- Use must be limited due to screen reader interpretation.
Graphics and Flyers
Best practices for social media recommend avoiding the direct posting of flyers, as they are not optimized for accessibility or engagement. If a graphic or flyer is used on social media, you must ensure that:
- Alt text summarizes the key information.
- The same information appears in the caption, or
- A direct link is provided to a web page that contains the same information in accessible text format.
- Text in graphics must have sufficient color contrast between text and background to be readable.
You may not:
- Rely on color alone to convey meaning.
- Rely on symbols or icons alone to convey meaning.
Video and Audio Content
All video and audio content must include text alternatives to spoken information so all users receive the same information. Do not rely on visual elements alone to communicate essential information.
Required:
- All spoken audio must be captioned.
- Captions must be accurate and synchronized with the audio.
- Any essential text that appears on screen must also appear in the post caption or accompanying text.
- Identification of meaningful non-verbal sounds, such as music playing, ambient sounds, and laughter
Caption and Text Formatting
Text posted on social media must be clear, readable, and understandable when read by both humans and screen readers. Be sure to review auto-generated captions for accuracy. As an example, the word “Oswego” is often translated as “us we go.” See our YouTube captioning tutorial for more information.
To meet ADA/WCAG standards:
- Avoid all caps for words, full sentences, or paragraphs.
- Avoid overly condensed blocks of text.
- Avoid inaccessible fonts from third-party generators.
- Avoid unclear abbreviations and unnecessary acronyms.
- Do not use special character fonts.
Closed Captions must be uploaded using an SRT or VTT file when platforms support it (e.g. Facebook, LinkedIn, YouTube).
Open Captions must be embedded directly into the video when closed captions are not supported (e.g. TikTok, Instagram Reels).
The post caption may be used to provide equal access as long as it contains the same information as the video.
Links
All links must include clear, descriptive text indicating where the link will take the user. If a platform does not support embedded links, you must clearly identify where the link can be found (for example, “Link in bio”). Assistive technologies read URLs character by character. Consider using a short link, such as from Short.io or Bit.ly, for easier readability.
To improve accessibility:
- Use descriptive link text that explains the destination
- Avoid vague phrases such as “click here” or “learn more”
- Do not rely on color alone to distinguish links
For example:
- To learn more about accessibility, register for our course, Access: A Quest Toward Inclusion.
- Visit SUNY Oswego to learn more.
Hashtags
Improperly formatted hashtags can be difficult for screen readers to interpret.
Accessibility best practices:
- Hashtags must not be used to convey essential information
- Hashtags must not be used mid-word or mid-sentence in a way that disrupts readability
- Place hashtags at the end of a post
- Use CamelCase (capitalizing the first letter of each word), for example #OswegoLakers. Screen readers can only distinguish words in hashtags when CamelCase is used.
- Limit the number of hashtags to reduce auditory clutter