Social Media Accessibility

Michigan Tech is committed to making our digital communications accessible to everyone. These guidelines aim to help MTU social media admins (SMAs) ensure their content is in compliance with accessibility standards.

• Alt Text for Images
• Closed Captions for Videos
• Use of Hashtags
• Descriptive Links and URLs
• Color Contrast and Readability
• Plain Language
• Use of Emojis
• Test Your Content for Accessibility
• Continuous Learning and Improvement

Why Social Media Accessibility Matters

Following the Americans with Disabilities Act (ADA) and the Web Content Accessibility Guidelines (WCAG) ensures we meet legal requirements. It broadens the reach of our content and ensures all audiences can engage fully.

Alt Text for Images

What is Alt Text?

Alt text is a shorter way of saying alternative text, which is a written description of an image for people using screen readers. It should be concise yet descriptive enough to convey the key information.

Best Practices for Alt Text

• Be concise but informative (100 characters or fewer).
• Describe the image’s content and context.
• Avoid saying "image of" or "picture of."

Example for Best Practices for Alt Text

Instead of "Image of students on campus," use "Students walking in front of Michigan Tech’s Husky Statue."

Images with Text or Graphic Elements

If the image contains text or important graphic elements, that content should be included in the alt text.

Text in Images

If the image includes essential text (e.g., quotes, event details), provide the full text in the alt description.

Example

For a promotional image with text that says, “Join us for Winter Carnival, February 8-10,” use alt text like: “Join us for Winter Carnival, February 8-10, with ice sculptures and winter sports.”

Complex Graphics or Charts

Provide a concise summary of the key information or findings, especially for charts or diagrams.

Example

For a pie chart showing departmental funding distribution, alt text could be: “Pie chart showing 40 percent funding to research, 30 percent to education, 20 percent to outreach, and 10 percent to administration.”

In cases where the image is too complex to describe succinctly in alt text, include a brief alt text description and provide a link to a more detailed description.

Alternative text or ALT tags are imperative in ensuring that our photo content is accessible. Many social media platforms now allow their content creators to add alternative text to the images they post:

• Facebook photo alternative text
• Instagram photo alternative text
• X photo alternative text
• LinkedIn photo alternative text

Closed Captions for Videos

Why Use Captions?

Captions make video content accessible to people with hearing impairments and those who prefer to consume content without sound.

Best Practices for Captions

• Always provide accurate captions, not just automatic ones.
• Include all spoken dialogue and relevant sounds (e.g., [laughter], [applause]).
• Use punctuation and capitalization for readability.

Videos with No Audio or Minimal Audio

For videos without audio or with minimal audio (such as background music), a descriptive transcript is required to ensure accessibility. According to WCAG guidelines, this type of content is referred to as "video-only." The transcript should describe any visual elements or text that appear in the video but are not conveyed through audio. This is particularly important if the video contains text that is not read aloud.

For more details, refer to the WCAG guidelines on video-only content.

Use of Hashtags

Why Hashtag Accessibility Matters

Screen readers read hashtags without spaces, making them difficult to understand if not formatted correctly.

Best Practices for Hashtags

Capitalize the first letter of each word (CamelCase) for readability.

Example

#MichiganTechHuskies, not #michigantechhuskies.

Limit the number of hashtags to avoid clutter.

Descriptive Links and URLs

What Makes a Link Accessible?

Links should give users an idea of where they will be directed. Avoid generic phrases like "click here."

Best Practices for Links

• Use descriptive language for hyperlinks.

Example

Instead of "Click here to read more," use "More about Tech's Research."

• Shorten long URLs, and include meaningful context.

Avoid Text on Images (if possible)

Why It’s Important

Text embedded in images is not readable by screen readers, and it can be challenging for those with visual impairments.

Best Practices

• Use text overlays instead of embedding text in images.
• If text must be part of an image, provide the same text in the post's description or alt text (for clarification, see the Alt Text for Images section).

Color Contrast and Readability

Why Contrast Matters

Color contrast impacts readability for individuals with visual impairments, including color blindness. For additional information on accessibility standards for print and digital assets, please contact UMC by emailing umc@mtu.edu.

Best Practices for Contrast

• Ensure high contrast between text and background colors (e.g., dark text on a light background).
• Always be sure there is sufficient contrast between colors and type. For black and white type, use the following combinations below as a guide.
• Avoid relying on color alone to convey meaning (e.g., don’t use red to indicate importance without additional indicators).
• When in doubt regarding proper color contrast, reach out to UMC or utilize a free color contrast analyzing tool.

Recommended Free Color Contrast Analyzing Tools

• Adobe Color Contrast Checker
• TPGI Color Contrast Analyser
• Web AIM Color Contrast Checker

Primary Brand Color Palette

See Michigan Tech’s Full Style Guide for more information about our brand. 

The official colors of Michigan Tech are black and gold.

Secondary Palette

The secondary color palette provides additional options when working on publications. These colors ensure University publications share a cohesive and unified theme.

Accessible Color Combinations

Plain Language

What is Plain Language?

Using simple, direct language makes your content easier for all users to understand, including those with cognitive disabilities.

Best Practices for Plain Language

• Use short sentences and common words.
• Avoid jargon, or define technical terms when necessary.

Use of Emojis

Why Be Cautious with Emojis?

Screen readers will read out the name of each emoji, which can disrupt the flow for those using screen readers or other assistive technology.

Best Practices for Emojis

• Use emojis sparingly.
• Place them at the end of sentences rather than midsentence.
• Avoid using strings of emojis that could be read aloud unnecessarily.

Emojis and Evolving Meanings with Screen Readers

Emojis often carry emotional or cultural meanings that can evolve over time, depending on how society uses them. This variability makes it challenging for screen readers to accurately convey the intended tone, especially if an emoji’s meaning shifts. 

Because emojis can hold multiple interpretations, especially across different generations or platforms (like Instagram), their meaning may not always be clear to all audiences. What might signal confidence or nonchalance in one group could be misunderstood by others, leading to confusion for screen reader users. It’s important to be mindful of how emojis are used and consider their evolving meanings to ensure your content is inclusive and clear for all users.

Emojipedia Unicode Descriptions 

Emojipedia is the world's No. 1 emoji reference site, providing up-to-date and well-researched information. They are also a member of the Unicode Consortium. The UMC Social team often refers to Emojipedia’s emoji descriptions to learn more about emoji meaning and cultural context surrounding an emoji. 

When you are unsure what the meaning of an emoji may be, err on the side of caution. Do you need to be posting that particular emoji? Is there another emoji that fits better in this situation?

Test Your Content for Accessibility

Why Testing is Important

Testing your content ensures it meets accessibility standards before publishing.

Tools for Testing Accessibility

WAVE (Web Accessibility Evaluation Tool)

Useful for testing contrast and alt text.

Screen Readers

Use built-in screen readers like VoiceOver (iOS) or TalkBack (Android) to review posts.

Social Media Platform Tools

Use built-in accessibility features (e.g., Facebook's Accessibility feature).

Continuous Learning and Improvement

Stay Updated

Accessibility standards are continually evolving, and Michigan Tech is committed to staying compliant and inclusive.

Resources for Continued Learning

• MTU Accessibility Training
• LinkedIn Learning Curated Resources from MTU Accessibility

Making social media content accessible is a shared responsibility. By following these best practices, Michigan Tech’s SMAs can help ensure all individuals have an equitable experience.

If you have questions regarding social media accessibility, please reach out to social@mtu.edu.