A social media collaborative takeover is when a person or group not normally in control of your account (which we’ll call your partner in this document) posts on one of your social media platforms.
A takeover can take place on any platform and be of any length. Its format should conform to the conventions of that platform. For example, if your takeover is happening on Instagram Stories, plan for 8–10 posts by the entity that is taking over. On Twitter/X, plan for them to post and reply strategically.
Takeovers are effective ways to diversify your content. Takeovers allow you to obtain photography and/or video of an event/club that you and your audience would not normally get to experience through your platforms.
Review university social media guidelines with your takeover partner.
Read our social best practices and guidelines.
Who is a suitable candidate for a takeover?
Students, faculty, staff, alums. Anyone who is a member of the UMass Amherst community!
Set a Date
Agree on a date and include it in your takeover agreement.
Written Agreement with Your Takeover Partner
When it comes to good takeovers, 90% of success lies in preparation. The best place to start is with your written agreement with your takeover partner.
Contact the UMass social media team (umasssocial@umass.edu), and we will share the university's standard takeover agreement for your use.
Content
Use a storyboard to help plan out content with your takeover partner. A storyboard is a plan where you’ll decide in advance what each post should be in terms of topic, design, text, music, stickers, and narrative function.
A storyboard can be as simple as a one-pager with drafted copy and suggested images. We typically have our takeover partner complete a storyboard and submit it to us in advance of the takeover. We’ve got a storyboard you can use; contact us.
Platform
Decide which platform(s) you would like to use for takeovers. We typically use Instagram Stories. It is important that your takeover partner is familiar with the platform you would like to do the takeover on. Make sure your partners get a complete rundown of how to use your social media platform, even if you think they already know.
Oversight
You should check in with your takeover partner’s department head or club supervisor to ensure all is above board.
How to Plan
-
Choose takeover partner
-
Agree on takeover date
-
Review and have takeover agreement signed
-
Check in with takeover partner department head or club supervisor
-
Approve storyboard
-
Share passwords for a limited duration
Elements of a Good Takeover
A good takeover should have the following things:
-
Introduction of the partner and an explanation that they are taking over the account for the day
-
Content about the partner, ideally a narrative arc
-
A conclusion explaining where more information about the partner is available
-
A thank-you to the audience
Executing the Takeover
Three days prior to the takeover, transfer your login credentials to your partner. Make sure that they can get into the account right away. This is important since two-factor authentication and login apps can make this process more complicated than a username and password entry.
On the day of the takeover, text your partner that you’re ready to go and that they’re welcome to contact you for help. Then, watch their takeover carefully. Text if you notice them struggling or if you feel that they’re missing a good opportunity to engage. Be ready to change the password to the account and lock them out if they violate the terms of your agreement.
Reassure your takeover partner with positive feedback during the takeover.
After the Takeover
At the conclusion of the takeover thank your partner, change the password. You may offer them their takeover’s performance statistics, if you wish.