Social Media Accessibility- So what?

Digital accessibility, also known as inclusive design, extends far beyond a website interface. In recent years, digital accessibility has extended into the social media landscape, requiring digital marketers to ensure accessibility is now not only built into websites, but into social content as well. Without accessibility measures in place, you miss out on connecting with your full potential audience. If you're not aware of the importance of incorporating social media accessibility practices into your social media content strategy, it ensures content across all platforms remains accessible for all users, regardless of ability.

A Step Back in Time

Over the last ten years while social media has drastically become more widespread in strategic communication campaigns, so has the need for addressing pitfalls of non-compliant social posts. Factors to consider when you are crafting your posts include hearing, vision, cognitive functioning and mobility impairments, as well as individuals who fall under Limited-English Proficiency, or LEP. Especially with government agencies who are legally obligated to abide by Section 508 of the Americans with Disabilities Act (ADA), there are little things you can incorporate into your social strategy to improve access among all members of society.

Considerations for Visually Impaired Social Media Users*

Let’s first take a look at what inclusive design looks like for a visually-impaired social media user.

Elements you’ll want to keep in mind include:

• Utilizing alternative text for all images and graphics

• Limiting use of emojis, and keeping them for the end of the post

• Capitalizing hashtags, for instance #BlackLivesMatter not #blacklivesmatter

• Ensuring color contrast in visual elements and don’t rely on color to convey meaning, instead use patterns

• Ensuring font contrast in written content

Considerations for Hearing Impaired Social Media Users*

Now, let’s consider what inclusive design looks like for a hearing-impaired social media user.

Elements you’ll want to keep in mind include:

• Including captions for videos

• Providing transcripts for podcasts

• Utilizing plain-speak by reducing the use of industry-specific terminology (this addresses LEP populations)

• Providing sign language when available

• Speaking clearly to produce high-quality recordings

• Removing or reducing background noise

Considerations & Limitations

Creating accessible content is a never-ending pursuit as technology and social media continues to evolve in the digital landscape. When done correctly, inclusive design reduces hurdles and makes content more available to those who are seeking out information in a digital format. Even with staying on accessible practices, there are some limitations facing the industry. Training is still rudimental and accessibility is not widely discussed in social media training programs, professional organizations, and in business settings. With social media transforming on a near daily basis, staying in-the-know on updated tactics may be tricky.

Takeaways

Whether in the communications industry, an aspiring influencer, or casual-poster, there are ways to adjust your social media strategy to effectively reach people of all abilities. Interested in learning more on how you can create more inclusive content? Check out some of my favorite accessibility-focused resources below.

• 3 Tips For More Accessible Social Media

• Alexa Heinrich

• Deque University

*By no means are these exhaustive lists on how to more effectively craft inclusive social media content.