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Social media has profound effects on the way we communicate, and technology has become essential to the way we serve the needs of our patients and communities. UCLA Health encourages the use of official social media accounts to tell the UCLA Health Sciences’ stories and participate in conversations around relevant topics. When UCLA Health presents a consistent voice and brand aesthetic, we can represent ourselves more effectively. It is also important that UCLA Health Workforce members who participate and actively engage online understand their responsibilities when using these tools to communicate.
This guide outlines some basics on how to manage social media on behalf of the health sciences. Social media support on our Digital Marketing intranet >
Before launching a new social channel, it’s important to define your goals and determine if and how social media will help reach them. Ask yourself the following questions:
Keep in mind that our goal is to have UCLA Health brand messages reach as many people as possible. Setting up numerous digital and social media accounts per entity fragments your potential audience. In most instances, messages touting individual departments or service lines are better served from the official brand channels.
What you need to know for engaging in social media at UCLA Health
Before writing and posting copy on social media, make sure to review the Copy and Editorial as well as Fundamentals sections of Brand Guidelines.
UCLA Health’s brand voice remains the same in all contexts. However, tone can change and flex depending on audience, and this is especially true on social media.
This diagram illustrates how our tone can shift depending on audience.
Before posting images on official university social media channels, make sure to review the Imagery section of Brand Guidelines and have proper consent forms, if the imagery features patients. We also recommend reviewing the best practices and specs outlined by each social media platform’s own guidelines, keeping in mind requirements for both resolution and dimension.
When posting videos, follow imagery guidelines and add captions to ensure ADA compliance. For instructions on how to add captions for each social media platform, refer to the Video section of Brand Guidelines. If the video also features patients, make sure to have proper consent form documentation.
Be sure to follow the laws governing copyright and fair use of copyrighted material owned by others, including UCLA and UCLA Health’s own copyrights and brands. It is good general practice to link to others’ work rather than reproduce it.
UCLA’s social media channels are an integral of the university brand and they call for a different approach than personal accounts. When you represent the university on social media platforms, it is important to adhere to UCLA’s values and follow UCLA’s principles of community, UC diversity statement, UC statement of ethical values and standards of ethical conduct and all other applicable policies.
In the case of an emergency that impacts or involves the campus community, hold off on posting and defer to the Bruins Safe Online for communication updates, reference materials, and instructions. You can follow UCLA BruinAlert Twitter here.
DO NOT POST any crisis-related communications outside of official messages from the UCLA Office of Emergency Management.
Intranet Support: These Tips Are For Admin Users Creating Social Media Content in COD
Remember: Social media posts should be concise, show personality and encourage users to engage with your content. Include relevant hashtags to increase exposure to your audience.
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