YouTube Channel Guide for Georgia State University Communicators

This guide is designed to help communicators at Georgia State University create, manage, and grow YouTube channels aligned with GSU’s strategic goals. It provides guidance on content strategy, channel structure, and best practices for engaging external and internal audiences.

• The goal of your channel is to:
• Host video content for external and internal audiences that will be utilized across various digital platforms.

• Showcase Georgia State University's excellence, diversity, and thought leadership.

• Provide relevant, engaging content for both external and internal audiences.
• Align content with the university’s strategic pillars:

Student Success

Research and Innovation

Community Impact

Global Perspective

2. Channel Setup and Organizational Structure

2.1 Align with GSU’s Main Channel

Follow the organizational structure of Georgia State University’s main YouTube channel. Create playlists and sections based on the university’s strategic pillars or specific departmental goals, such as:

• Student Stories
• Research Spotlights
• Event Highlights
• Educational Resources
• Shorts! (Link to shorts overview)

2.2 Use Branded Assets

• Use Georgia State University's official logo, fonts, and colors from the Communications Toolkit.
• Add a branded or compelling banner for your channel that visually aligns with GSU’s main channel and compliments your specific area of the university.

2.3 Consistent Naming and Descriptions

• Name your channel or playlist clearly (e.g., " "Research Highlights" “Student Success” “Student Life” ).
• Include a short description that ties back to the university’s mission and vision.

3. Content Strategy

3.1 Content Types

Encourage thought leaders to create content that reflects their expertise and supports the university’s strategic goals. Examples:

• External Audience (public)

Research breakthroughs and innovations.

Community outreach initiatives.

Alumni success stories.

Public-facing events like lectures or panel discussions.

Event Highlights and historic moments

Major news announcements

•  Internal Audience (unlisted):

Training videos for staff or faculty.

Policy updates and internal announcements.

Behind-the-scenes content for internal collaboration.

Videos that will appear in a newsletter or email intended for internal audiences with a short shelf life (not for public-facing Youtube).

3.2 Templatized Approach

Develop content templates for consistency:

• Branding/Look/Feel:

Open with immediate hook to drive interest in video. No logo is needed. The environment viewers will engage with content will know it’s Georgia State from the content publisher channel.

If desired, outro with your area’s approved logo (i.e. Perimeter College, College of the Arts, etc) in complementing your position within the organization and branding.

If desired, end with a call to action (e.g., "Subscribe for more updates from Georgia State University!" Or “check out our progress at [insert website here]”).

• Thumbnail Design:

Use high-quality visuals and GSU’s color palette.

Overlay text to clearly state the topic with university-approved fonts.

4. Audience Targeting: When to Use 'Public' vs. 'Unlisted'

4.1 Public Videos (External Audiences)

Use public videos to:

• Build brand awareness and showcase GSU to prospective students, alumni, and the general public.
• Promote events, achievements, and research relevant to the community.
• Highlight thought leadership in key academic and professional fields.

4.2 Unlisted Videos (Internal Audiences)

Use unlisted videos when:

• Content is only relevant to current staff, faculty, or students.
• Videos include sensitive or proprietary information.
• Content is intended for internal training or collaboration.

Tip: Share unlisted video links via internal communications platforms, such as email or intranet, rather than public channels.

5. Best Practices for Video Management

5.1 Uploading Videos

• Title: Use clear, descriptive titles that include keywords for searchability.
• Description: Include a short description with links to relevant resources or GSU’s website.
• Tags: Add relevant keywords to improve discoverability. Use hashtags that also drive back to the University, such as #GeorgiaState #GSU #TheStateWay #PantherFamily
• Closed Captions: Always enable captions for accessibility.

5.2 Playlists

Organize videos into playlists aligned with strategic pillars or themes:

• Example playlists:

"Student Success Stories": Highlight academic and personal achievements.

"Research at GSU": Showcase faculty-led research.

"Global Connections": Focus on international collaborations and initiatives.

5.3 Analytics

• Use YouTube Studio to monitor performance metrics such as views, watch time, and audience demographics.
• Adjust content strategy based on viewer engagement.

6. Collaborating with GSU’s Central Marketing Team

6.1 Coordination

• Collaborate with the central marketing team to ensure alignment with GSU’s overall brand and messaging.
• Share content calendars to avoid overlapping efforts and maximize reach.

6.2 Resources

• Access branding materials, templates, and guidelines from commkit.gsu.edu.

6.2 Username and Password Management

• Every channel created needs to have at least two Gmail accounts associated with them for continuity, accessibility and record-keeping for future reference.

• i.e. [team-group/college-gsu] @ gmail .com (videoprmcgsu@gmail.com)
• One can be your main group’s email, the other could be the PRMC video team’s or digital team.

• Once the email[s] are set up for the YouTube account, it/they should be promptly sent to the Director of Video & Photography to be added to the Central PRMC Digital Team’s spreadsheet of University accounts and passwords as a safety and security measure.

6.3 Permissions and Account Management

• To ensure your account is secure in case a username or password fails, please add PRMC as a manager to your Youtube Channel.

Here’s a step-by-step guide (8 steps):

1.        Click on your user icon in the upper right of your screen -> Go to “settings” -

2.        Add or Remove Managers

3.        Manage Permissions

4.        Verify Google/Youtube password

5.        Select “Manage Permissions”

6.        Select “Invite Users” at the top right

7.        Type in videoprmcgsu@gmail.com and select “manager” as role.

8.        It’s that easy!

7. Conclusion

Thank you for helping Georgia State University strengthen its presence on YouTube. With your expertise and alignment to GSU’s mission, your channel can become a powerful platform to showcase the university’s impact and excellence.

For questions or additional resources, reach out to the GSU Marketing Team or visit commkit.gsu.edu.

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