SUNY Oswego is committed to ensuring that all official university communications — including social media content — meet ADA Title II requirements by providing equivalent access to information for all users. Under the university’s MarCom Framework for Accessible Communications, all authorized SUNY Oswego social media accounts must follow accessibility practices that are both compliant and practical within each platform’s technical limitations.
Accessibility is part of SUNY Oswego’s brand integrity. Social content should reflect the university’s tone, design standards, and accessibility expectations, as defined and interpreted by Marketing and Communications (MarCom).
While each social media platform offers different accessibility tools, all university-affiliated accounts are responsible for applying best practices to the fullest extent possible.
Alternative Text
Many access barriers arise from images that are not readable by people who use screen readers.
All social media images that convey meaning — including photos, graphics, diagrams, and charts — must include alt text that describes the essential information.
Alt text should answer: What information or context does this image provide?
Tip: Consider whether a user who cannot see the image would still receive the same key message. If not, expand your alt text or include essential details in the caption.
Note: Decorative images that do not add meaning should use null (empty) alt text: alt="" so screen readers skip them. This keeps the user experience clean and accessible.
Captions and Transcripts
All videos posted through official SUNY Oswego social channels must include open captions to ensure equal access to spoken content when audio cannot be used or heard.
Captions should include:
- Spoken dialogue
- Speaker identification (when essential for clarity)
- Meaningful sound cues (music, effects, reactions)
For audio-heavy or long-form content, providing a transcript improves accessibility and aligns with MarComm’s commitment to equal access.
Color Contrast and Readability
Text used in graphics, photos or videos must meet high contrast standards to remain readable — especially on small screens.
Avoid light text on light backgrounds or designs that blend into imagery.
This requirement aligns with MarCom’s principle of maintaining consistent tone, design, and accessibility across all communications.
Clear and Consistent Writing
Use straightforward, readable language that supports clear understanding.
Avoid replacing words with emojis or symbols; emojis may be used at the end of captions to enhance tone but should never interrupt sentences or convey essential meaning.
Hashtags should use CamelCase to ensure screen readers can parse them (e.g., #OswegoBound, #OswegoGraduate2025).
Accessible Posting Practices
SUNY Oswego social media accounts must follow posting practices that support equal access, including:
- Ensuring all meaningful images include alt text
- Using open captions on video content
- Avoiding text-heavy graphics without providing the same information in the alt text or caption
- Checking readability on desktop and mobile
- Linking only to accessible university webpages
- Avoiding rapidly flashing content
- Ensuring content is understandable without visuals or audio alone
These expectations reflect MarComm’s balance of compliance and practicality, acknowledging platform limitations while upholding accessibility as a core brand standard.
Platform Limitations
Some third-party and social platforms (e.g., Instagram, TikTok, X, Canva) have limited or inconsistent accessibility features.
MarComm provides guidance and training on these limitations, but content creators are responsible for applying best practices within each tool’s capabilities and verifying accessibility before publishing.
Oversight and Support
Under the MarComm Framework:
- MarComm defines and approves accessibility standards for all official communications.
- Compliance-focused groups (e.g., Accessibility Committee/Group) provide regulatory and technical insight.
- Final interpretation and implementation for communications accessibility rests with MarComm leadership.
For questions, consultations, or review of university communications, contact:
Marketing and Communications Leadership
Nicholas Malchoff, Senior Director of Marketing and Creative Services
Tim Nekritz, Director of Communications
Karen Crowe, Vice President for Communications and Marketing