Social Media Guide
Ever wondered what “on-brand” really means for the Sam M. Walton College of Business on social media? This guide defines how to represent Walton College consistently, confidently and professionally across all social platforms. Social media is a powerful extension of our brand, so every post should align with who we are, what we stand for and where we are going.
Inside, you’ll find guidance on our voice and tone, how the Dean’s Game Plan shapes our storytelling, when and how to use trends appropriately and the best practices for representing our students and community. This section also serves as your social media resource hub, offering tools, templates and a quick checklist to help ensure content is thoughtful, aligned and ready to publish.
Every Post Shapes Perception
Every post we share shapes how people see Walton College. Our digital presence
is often the first impression prospective students, employers and partners have of
our community.
Alignment Builds Recognition
When our tone, visuals, and message feel aligned, it builds recognition and
trust. Consistency across platforms creates a unified brand experience that resonates
with audiences.
Authentic Representation
This conversation is about showing up online in a way that's authentic to who
we are as a college and community. Our digital voice should reflect our values and
aspirations.
Our foundation guides everything we share.
Mission: Advance and share business knowledge through innovation. We're committed to pushing boundaries and exploring new frontiers in business education and research.
Vision: Be a catalyst for transforming lives. Every program, partnership and initiative we undertake aims to create meaningful, lasting impact for our students and stakeholders.
Core Values: Excellence in everything we do. Professionalism in every interaction. Innovation in our approach. Collegiality in our community.
Each post should reflect these values through tone, visuals and storytelling. Let these principles guide your content decisions and ensure every piece of communication aligns with our institutional identity.
Professional & Polished:
Our tone reflects the high standards of business education. We communicate
with clarity and sophistication while remaining accessible and engaging.
Aspirational & Uplifting:
We inspire audiences to reach higher and dream bigger. Our content motivates
action and celebrates achievement, highlighting the transformative power of education.
Innovation-Driven
We embrace forward-thinking approaches and cutting-edge ideas. Our voice reflects
our commitment to staying at the forefront of business education.
Our Personality
We sound confident and supportive—like a thought leader who's approachable
and human. Think empowering mentor, not distant authority.
Note: If a post doesn't feel like Walton, take another look before sharing. Trust your instincts about whether content aligns with our brand. When in doubt, run it by a colleague.
The Dean's Game Plan = Our GPS
Every post connects to one of these three strategic pillars. When planning
content, ask: Which pillar does this support? That's how we keep our storytelling
purposeful. Check out the full game plan here.
Lead in Developing Top Business Talent
- Student success stories and achievements
- Career placement and internship highlights
- Academic program excellence
- Leadership development initiatives
Empower Researchers to Make Meaningful Impact
- Faculty research breakthroughs
- Published studies and findings
- Grants and funding announcements
- Thought leadership contributions
Advance Innovation, Entrepreneurship & Economic Development
- Startup success stories
- Community partnerships
- Innovation competitions and showcases
- Economic impact initiatives
Trends work when they reflect who we are. Strategic use of trending content can boost engagement while maintaining our professional brand identity.
Use Trends When They:
- Highlight leadership, innovation, or community values
- Match our professional, confident tone and voice
- Feature real Walton moments and authentic experiences
- Enhance rather than overshadow our core message
- Align with one or more Dean's Game Plan pillars
Skip Trends When They:
- Use excessive slang or potentially risky audio
- Don't connect clearly to our mission and values
- Feel forced or inauthentic to Walton culture
- Compromise professionalism or credibility
- Could be misinterpreted or create confusion
- Has a negative sentiment or tone
The Classroom Test: If it wouldn't fit in a classroom or professional meeting, it doesn't fit online.
Our students are the face of Walton College. How we portray them in photos and content reflects our standards and values.
Business Professional:
For interviews, competitions, formal presentations and career events. Suits,
blazers, dress shirts and polished appearance demonstrate readiness for professional
environments.
Business Casual:
For group projects, networking events and professional development workshops.
Button-downs, slacks, tasteful dresses and smart separates convey professionalism
with approachability.
Class Casual:
For campus life, student organization activities and informal gatherings. Clean,
appropriate casual wear that students would wear to class—representing comfort while
maintaining respect.
Note: Avoid bold logos or sayings, pajamas, alcohol, or anything that would represent a student in an unprofessional way.
You're not just posting, you're helping tell the Walton College story. Each piece of content contributes to how our college is perceived and remembered. Before you hit "publish," run through this essential checklist to ensure your content meets Walton College standards:
Strategic Alignment:
Does it connect to a Dean's Game Plan pillar? Every post should support at
least one of our three strategic priorities.
Brand Voice:
Does it sound like Walton—confident and professional? Check that tone matches
our aspirational, uplifting personality.
Visual Quality:
Are visuals clean and on-brand? Ensure images use proper colors, fonts and
design standards from our toolbox.
Representation:
Does it represent students and faculty well? Check dress codes, settings and
portrayal align with our professional standards.
Clarity & Inclusion:
Is the language clear and inclusive? Use accessible language that welcomes
diverse audiences and avoids jargon.
Need Help? Contact Sydney Ford for guidance, questions, or brand support.
Keeping Accounts Aligned
Every account should reflect the same level of quality and tone. If an account
drifts off-brand, we’ll work together to realign it—but if alignment isn’t maintained,
the account may be temporarily reevaluated to ensure it upholds Walton College standards.
Consistency keeps the Walton story clear, strong and recognizable across all platforms
and departments.