Georgia State leverages student content creators to produce authentic and engaging user-generated content (UGC) that resonates with prospective and current students. By collaborating with students who are active on social media platforms, the university showcases campus life, academic opportunities and extracurricular activities through a relatable and organic lens. These student creators can share their experiences and foster a sense of community and school spirit. Additionally, UGC can enhance marketing efforts by providing fresh, diverse perspectives while building trust with the audience.

These standards ensure consistency, quality and alignment with GSU’s brand across all user-generated content (UGC). This framework applies to all digital communications, with additional specifications for YouTube content.

The information below outlines operational standards, roles and responsibilities for managing and maintaining a successful UGC program at Georgia State.

A. Content Strategy and Goals

• Maintain a consistent brand voice aligned with GSU’s mission and values.
• Encourage diverse student perspectives while upholding quality and accessibility standards.
• Align UGC initiatives with key university marketing goals, such as:
  • Increasing student engagement
  • Boosting prospective student recruitment
  • Showcasing campus culture and events.

B. Content Review and Approval Process

• All content submitted for official use (social media, website, YouTube, etc.) must go through a review and approval
• The GSU PR & Marketing Communications team will:
  • Assess video quality, messaging and alignment with university branding.
  • Make minor edits if necessary (subtitles, cropping, branding adjustments).
  • Obtain legal permissions if required (e.g., media release forms).
  • Reject content that does not meet ethical, legal or quality

C. Submission and Storage Procedures

• Submission Methods:
  • Email for official campaigns (via Google Drive/Dropbox link)
• Content Storage:
  • Approved content will be archived in GSU’s content library (organized by category, date and campaign).
  • Rejected content may be stored with feedback for resubmission.

D. Publishing and Scheduling

• Approved UGC will be scheduled for publishing on appropriate platforms.
• Content may be used in:
  • GSU’s YouTube, Instagram, X (Twitter) and Facebook
  • University website and digital screens
  • Marketing campaigns and recruitment initiatives
• A content calendar will be maintained to ensure consistent posting and engagement.

E. Engagement and Moderation

• Community Management:
  • Respond to student comments and interactions.
  • Monitor for inappropriate or off-brand content.
  • Encourage engagement with prompts (such as Q&A sessions or featured content highlights).
• Crisis Management:
  • If inappropriate content is posted or tagged, immediate escalation to the appropriate Communications Director is required.

F. Accessibility and Compliance

• Ensure all videos include:
  • Captions/subtitles
  • Readable on-screen text
  • Inclusive and diverse representation
• Adhere to GSU’s legal, privacy and copyright policies.

A. University Communicators

Overall Ownership and Strategy

• Develop and execute UGC campaign strategies.
• Ensure brand consistency and messaging alignment.
• Review, approve and optimize student-submitted content.
• Manage the content library and scheduling.
• Provide feedback and coaching to student creators.
• Analyze content performance metrics and adjust strategies accordingly.

B. Social Media Managers

Content Review, Scheduling and Engagement

• Review and curate UGC submissions.
• Edit and optimize content when necessary (minor branding, captions).
• Schedule content for official GSU platforms.
• Engage with student posts, responding to comments and questions.
• Track social media analytics for performance insights.

C. Student Content Creators

Content Production and Storytelling

• Create high-quality, authentic content showcasing the Panther experience.
• Adhere to GSU branding and content guidelines.
• Submit videos with appropriate naming conventions and formats.
• Engage with their audience and promote GSU hashtags.
• Be open to feedback for content improvements.

Key Metrics to Track:

• Engagement Rates – Likes, comments, shares, saves
• Reach and Impressions – Number of viewers exposed to UGC
• Video Completion Rates – Percentage of audience watching full videos
• User Participation – Number of students submitting content
• Conversions – Increased applications, event attendance or website visits from UGC

Regular Content Audits

• Monthly content performance reports to assess effectiveness.
• Adjust strategies based on student engagement and feedback.
• Identify top-performing creators for future collaborations.

Ways GSU Recognizes Student Contributors

• Social Media Spotlights – Featured on GSU’s official channels.
• Giveaways – Earn GSU swag, event passes and digital badges.
• Special Opportunities – Invitation to GSU’s Student Content Creator Program.
• Feature in Official Campaigns – Best content may be used in major university promotions.