Accessibility matters in social media. Because they are designed to reach a large audience, social posts inevitably reach individuals with disabilities. Social platforms also change frequently — what is accessible today might not be tomorrow. For these reasons, it is important to build accessibility into the University of Maryland, Baltimore’s (UMB) social media strategy from the start.
Social media platforms are constantly evolving and often have accessibility gaps (e.g., limited caption tools, no alt text in certain features, clunky scheduling). These limitations don’t remove UMB’s legal obligation to provide accessible content. Instead, we must find solutions to achieve effective communication, the Americans with Disabilities Act’s (ADA) core requirement.
This guide provides strategies for common barriers (emojis, captions, links, stories, scheduling software, etc.) so UMB content remains compliant and inclusive.
This Guide Applies to:
- Central and school-level official UMB accounts (programs, departments, offices, centers)
- Scheduling and publishing tools (Sprout, Hootsuite, Buffer, etc.)
- Creative tools (Canva, Adobe Creative Cloud)
- Recognized Student Organizations (RSOs)
Independent student-run accounts are encouraged, though not required, to follow these guidelines.
Students may lack training/resources to post accessibly. Provide RSOs with templates (accessible Canva graphics, captioning guides, alt text how-to’s). If RSOs post inaccessible content, ensure that the same information exists in an accessible format (e.g., event page on UMB website).
General Standards
Posts must meet WCAG 2.1 Level AA where technically possible.
If platforms limit accessibility (e.g., Instagram Stories), provide accessible alternatives (captioned YouTube video, transcript on website).
Always ask: “How would this content be accessed by someone who cannot see, hear, or use a mouse?”