Social Media Accessibility

Buffalo State is committed to providing all students, faculty, staff, and visitors with access to online resources.

Buffalo State and institution-approved social media accounts are expected to publish with accessibility in mind—including captions, alt text, and readable formatting—and should follow the practices below for all posts whenever the platform allows. Beginning April 24, 2026, the U.S. Department of Justice’s updated ADA Title II digital accessibility requirements, including Web Content and Mobile Apps, adopt WCAG 2.1 Level AA as the standard; these practices are required for all new posts and major updates published on or that date. When a platform feature limits accessibility, provide an alternate accessible format as needed (text version, transcript, captions, or an accessible web link).

General

Create and publish social media content that is accessible to the fullest extent each platform allows. When a platform offers accessibility features (such as alternative text or captions), use them, and review/edit any auto-generated output for accuracy.

Images and graphics (including text-based graphics and infographics)

  • Add alt text to every informational image. Alt text should communicate the meaning and purpose of the image, not just what it looks like.
  • If a platform auto-generates an image description, edit it to ensure it reflects the correct context and details. 
  • Text in images (flyers, graphics, infographics) still requires a text alternative. Include the same key information in accessible form (alt text and/or an accompanying text version).
    • Use alt text for the short summary of what’s essential.
    • For dense infographics or long text, provide a longer text version in the post copy (or link to an accessible webpage that contains the full text).
  • If you’ve added alt text in the platform’s alt text field, do not paste the exact same alt text verbatim into the post copy. Instead, add a separate, longer “Text version:” only when the visual is complex or when a format doesn’t reliably support alt text.

Video

  • Caption all videos. Captions support people who are Deaf/hard of hearing, people watching without sound, and many non-native speakers.
    • Captions may be closed (toggle on/off) or open (burned into the video).
  • If you use auto-captions, edit for accuracy (names, technical terms, campus locations, etc.). 
  • If important visual information is not communicated in the audio (e.g., on-screen steps, charts, text), provide an audio description or incorporate that information into the narration/captions (so it’s not “visual-only”).

Animated GIFs

  • Not all platforms support alt text for GIFs, and some GIF formats may be difficult for screen reader users to interpret.
    • When alt text is not available, avoid using GIFs to communicate critical information, or include a brief description in the post text.

Hashtags:

  • Use CamelCase hashtags (e.g., #BuffaloState) so screen readers can correctly parse each word. 
  • Use hashtags sparingly; long strings of hashtags can reduce readability and increase screen reader fatigue.

Emojis and emoticons

Use emojis sparingly and place them at the end of sentences when possible (rather than mid-sentence), since screen readers read emoji descriptions aloud.

  • Limit emoticons (e.g., ;)) because they can be read as keystrokes.

Links & documents

  • Don’t post critical info only in a non-accessible PDF/flyer image; link to an accessible webpage or provide an accessible text version.

Color/contrast

  • Don’t rely on color alone to convey meaning; ensure readable contrast in graphics.

Flashing content

  • Avoid rapidly flashing animations.

Platform-specific guidance 

  • Images: Facebook automatically adds alt text though it is often inaccurate. It is recommended to edit the automatically generated alt text. Click options on the photo to change alt text. 
  • Videos: Facebook has the capability to automatically generate captions for your video. If you utilize this, make sure to edit the captions to ensure they are accurate. Alternatively, you can add captions by uploading your own .srt file. 
  • Lives: It is important to provide live captions to live events whenever possible. If it is not possible to have captions as the event is proceeding, provide captions as soon as possible after the event.
  • Images: Some publishing tools allow you to add alt text during the scheduling process. If you are posting from the platform itself, on the final screen before publishing your post, tap “Advanced Settings” at the bottom and “Write Alt Text” will be an option under the accessibility section.
  • Videos: Instagram automatically generates captions for videos and Reels. These captions should be reviewed and edited for accuracy. You can tap the caption text to edit. 
  • Hashtags and emojis: Use CamelCase for hashtags, do not include too many hashtags or emojis. Don’t place emojis between words and ensure there is a space between each. 
  • Images: Add alt text when posting whenever the option is available. Click “ALT” or “Add “Alt Text” button that appears below your uploaded image. 
  • Videos: LinkedIn automatically generates captions for uploaded videos. For accuracy, after processing, click edit or review to make updates. Alternatively, you can add captions by uploading your own .srt file. 
  • Photos: TikTok supports adding alt text to photo posts (including after posting, via editing). Add alt text for images under More options > Add alternative text for screen readers.
  • Videos: TikTok can auto-generate captions. When you upload or create a video, tap more options and select the video language. To edit the captions, tap the edit captions button. You can also use Creator Captions. When on the preview screen, tap the captions button on the side panel and your video’s speech audio will automatically be transcribed to text. 
  • Images: Add image descriptions (alt text) to uploaded images and follow X’s guidance for writing effective descriptions (including summarizing text in images).