Guidelines

Close-up of Apple keyboard with a blue button labeled accessibility with wheelchair icon, used to convey digital accessibility.

The Why

  • 64% of those who use an assistive tool have issues consuming social content (Current Global et al, 2021)

  • One-fifth of respondents (N=800) said social media platforms are difficult to consume (Current Global et al, 2021)

  • 81% of those respondents said they feel negatively toward inaccessible brands (Current Global et al, 2021)

  • Currently, there is a learning gap regarding accessible social media content (Altinary et al, 2016)

  • Inclusive communication is morally and commercially the right thing to do (Current Global et al, 2021)

Legal imperative (Morris et al, 2019)

Inclusive Language Guides

Visual Content

Video and Animated Graphics

DO:

  • Include a transcript, closed captions, and audio descriptions.

  • Include the option to turn off/on closed captioning.

  • Use an accessible player for hosting that supports closed captions, audio descriptions, themes with varied contrast, etc.

  • Use strong contrast between text and background.

DON’T:

  • Don’t use flashing lights.

  • Avoid automatically playing media.

  • Avoid significantly changing graphics and at different rates than other elements, like text.

  • Never use non-disabled actors or models portraying disability as substitutes; misrepresentation is harmful.

Images

Create descriptions when images are used to convey meaning, like within social media posts or to convey an idea, etc.

NOTE: Background or decorative graphics that don’t convey meaning can be labeled as “decorative” within Alt Text.

DO:

  • Always include alternative text

  • Be descriptive and succinct. Focus on conveying the important message.

  • Use strong color contrast between text and background.

  • Use images that depict individuals with disabilities interacting with products, services and others to confirm the reality that people with disabilities are individuals with capabilities, agency, and intersectional identities.

  • Describe the contents of screenshots, also.

DON’T:

  • Don’t use color alone to convey important information; use text, also.

  • Don’t put important images as the background or closely next to other elements. Assistive technologies can miss this.

  • Never use non-disabled actors or models portraying disability as substitutes; misrepresentation is harmful.

Alt Text for Images

Alternative text helps people who can’t see the screen understand what’s important in images and other visuals.

Note: Alt text language doesn’t need to be overly emotive.

Photograph of a young Black woman smiling and waving at someone on her mobile phone screen. She has headphones on and is sitting on a green chair.

Image from Current Global et al’s accessibility guide.

Good Alt Text:

  • A young Black woman smiling and waving at someone on her mobile phone screen. She has headphones on and is sitting on a green chair.

Bad Alt Text:

  • A picture of a woman.

Text and Written Copy

To ensure accessibility across the cognitive spectrum, simplicity is imperative. The average American reads at a 7th to 8th-grade level (aged 12-14).

DO:

  • Use active voice.

  • Use clear, plain language.

  • Be descriptive and succinct. Focus on conveying the important message.

  • Use strong color contrast between text and background.

  • Use disability-inclusive language

  • Describe the contents of screenshots, also.

  • Consider creating an audio version of new releases to help those with visual impairments.

DON’T:

  • Don’t use more than two lines of centered text.

  • Don’t use more than one line of italics.

  • Avoid abbreviations and jargon.

  • Don’t use disability-disparaging language as figurative language. i.e. A person is “blind” to something, meaning naive or ignorant. This is inappropriate.

 Social Media Content

Each platform has its own accessibility guidelines for accessibility and inclusive design.
Please see below for general guidelines and a brief look at each platform.

DO:

  • Add or edit Alt Text

    • Make sure to check each platform’s best practices.

  • Caption videos

  • When using links, indicate if it leads to an [AUDIO], [PIC], or [VIDEO] file.

  • Use a URL shortener like Bit.Ly to minimize the link’s character length.

    • Hashtags are below at the end of the post.

      Must be in camel case. e.g., #AccessibilityEnabled

DON’T:

  • Don’t accept the auto-generated Alt Text without reviewing it. There is usually an opportunity for more context.

  • Don’t use acronyms or abbreviations in posts.

Instagram

Instagram’s automatic Alt Text uses object recognition technology to provide a visual description.

However, it’s better to replace the auto-generated caption with the copy you write providing more context.

  • Users can hear descriptions of photos through a screen reader on Feed, Explore, and Profile pages.

  • Limit emojis, as screen readers read the title of each emoji.

Instagram Stories

  • Try to avoid using Stories as the main way of communicating an important message.

  • If you do use Stories, add captions with enough info so the person doesn’t have to rely on the audio.

Twitter

Facebook

  • Add captions to a natively-uploaded video.

    • Use the SubRip (.srt) file format.

    • If you use a .srt file, make sure the files are correctly named and formatted before uploading.

  • To add captions to an existing video, find the post on your Page’s timeline, click the top-right corner. Select Edit Post and follow the steps.

    Users who watch your Page’s video with sound OFF will automatically see captions. Those who watch with sound ON will need to turn on captions. Caption language is determined by the user’s selected preferred language.

LinkedIn

Hyperlinks/URLs

Always use meaningful display names for hyperlinks.

Hashtags

Limit the use of hashtags in social media posts. Only add them at the end of a post.

NOTE: Use camel case. Capitalize the first letter of a compound word hashtag. e.g. #AccessibilityEnabled

Influencer Content

  • Ask if they can do their best to make the communications accessible

    • Provide these guidelines or other internal checklists along with your brief.

  • Consider collaborating with the influencer to add things like closed captions and audio transcripts for larger products.

  • Make sure people with disabilities are represented in partner recommendations.

Events

General

  • Review speaker notes for simple language

    • Look for acronyms and visuals that don’t give context or are missing written or verbal descriptions/

  • Provide recordings or handouts of the presentations.

Event Website or RSVP Form

  • If using a form, try to understand attendees' needs.

  • Include accessibility information on the event website, landing page, or event page.

Virtual

Physical

  • Communicate regarding any lighting, fog machines, or sound that may be an issue.

  • Have a sign language interpreter for people with hearing impairment.

  • Ask on-site event staff to help with details like writing utensils and paper or to deliver detailed verbal instructions to the visually impaired.

  • Create Accessible Meetings [Section508.gov]

 

Check List

Please use within your team’s content management processes. Accessibility starts at project inception!

Project Kick-Off

  • Have we considered all content that needs to be accessible?

  • Do we know how to ensure each element is accessible?

  • Have I alerted my creative and/or production team about what is needed to be accessible?

Midway Check In

  • Is the content produced with accessibility addressed?

  • Are we reviewing content to reduce jargon and improve clarity?

Project Conclusion

  • Have we delivered on providing accessible content?

  • What have we learned for the next project?

 

 Useful Online Tools

  • Helps developers and designers investigate contrast ratios.

  • These rules apply to video, motion graphics, graphics, and text overlay.

  • Color contrast must be 4:5:1 for small text (<18pt) or 3:1 for large/bold text.

  • Remember to check throughout content development.

 References

Altinay, Z., Saner, T., Bahçelerli, N. M., & Altinay, F. (2016). The Role of Social Media Tools: Accessible Tourism for Disabled Citizens. Journal of Educational Technology & Society, 19(1), 89–99.
Current Global, PR Council, & PRCA. (2021). Accessible Communication Guidelines.
Feingold, L. (2017). Digital Accessibility and the Quest for Online Equality. Journal of Internet Law, 21(4), 3–12. Business Source Alumni Edition.
Morris, J., PhD, Thompson, N., MPH, Lippincott, B., & Lawrence, M., PhD. (2019). Accessibility User Research Collective: Engaging Consumers in Ongoing Technology Evaluation. Assistive Technology Outcomes & Benefits, 13(1), 38–56. ABI/INFORM Collection.
Palmer, Z. B., & Palmer, R. H. (2018). Legal and Ethical Implications of Website Accessibility. Business and Professional Communication Quarterly, 81(4), 399–420. https://doi.org/10.1177/2329490618802418
Rezvani, S., & Gordon, S. A. (2021, November 1). How Sharing Our Stories Builds Inclusion. Harvard Business Review. https://hbr.org/2021/11/how-sharing-our-stories-builds-inclusion
Shaw, L., Jennings, M. B., Poost-Foroosh, L., Hodgins, H., & Kuchar, A. (2013). Innovations in workplace accessibility and accommodation for persons with hearing loss: Using social networking and community of practice theory to promote knowledge exchange and change. Work, 46(2), 221–229. https://doi.org/10.3233/WOR-131750
Sweet, K. S., LeBlanc, J. K., Stough, L. M., & Sweany, N. W. (2020). Community building and knowledge sharing by individuals with disabilities using social media. Journal of Computer Assisted Learning, 36(1), 1–11. https://doi.org/10.1111/jcal.12377
Weick, K. E., Sutcliffe, K. M., & Obstfeld, D. (2005). Organizing and the Process of Sensemaking. Organization Science, 16(4), 409–421. https://doi.org/10.1287/orsc.1050.0133
Williams, T., & Hagood, A. (2019). Disability, the Silent D in Diversity. Library Trends, 67(3), 487–496. https://doi.org/10.1353/lib.2019.0008