Social Media Accessibility for Governments: What to Know

Digital communication has become the front door to government services. The latest CivicPlus^® Resident Satisfaction and Trust Report shows that 72% of residents now engage their government through digital channels, while only 38% still rely mainly on in-person interactions.

If digital experiences are hard to navigate or inaccessible, municipal leaders risk lower engagement, loss of public trust, and even legal challenges. Social media is at the center of this shift. It is where residents expect to find timely updates, service information, and invitations to participate in civic life.

Making social media accessible is no longer optional. It is essential for reaching every resident and meeting evolving requirements. This blog explores key rules that apply to government social media managers and offers practical tips for building accessibility into daily efforts.

The Rules that Shape Accessible Social Media

The foundation for digital accessibility in government services is the Americans with Disabilities Act (ADA). ADA Title II requires state and local governments to provide equal access to programs, services, and information for people with disabilities.

ADA Title II

Title II applies to any state or local government agency, from large cities to small special districts. It covers everything from recreation programs to emergency alerts. If you use social media to share information, that content must be accessible.

WCAG 2.1 AA

The Web Content Accessibility Guidelines (WCAG) provide a shared framework for understanding accessibility in digital spaces. Version 2.1 Level AA is now the standard most public entities are expected to meet.

WCAG is organized around four principles. Content should always be:

• Perceivable
• Operable
• Understandable
• Robust

In short, social media content should be readable, navigable, and compatible with assistive technologies like screen readers.

DOJ Final Rule on ADA Title II

In April 2024, the Department of Justice published a final rule that directly addresses digital content. Websites, mobile applications, and social media content from state and local governments are now expected to meet WCAG 2.1 AA standards. Some types of archived content and older posts are exempt, but new materials are expected to comply with the DOJ’s rule.

Compliance Deadlines

There are two deadlines for compliance:

• Large communities (50,000+ residents) must comply by April 24, 2026
• Smaller communities (< 50,000 residents) and special districts must comply by April 26, 2027

Failure to meet these deadlines may result in resident complaints, reputational harm, and legal consequences.

Make Your Social Posts Easier to Read and Navigate

Prioritizing accessibility makes your content more helpful for everyone. Start by focusing on the basics that affect every post.

Use Clear, Direct Language

Short, plain language helps residents scan your updates quickly and supports people who use screen readers or translation tools. Aim to:

• Avoid government jargon or highly technical language
• Keep sentences and posts focused on one idea
• End with a clear call to action

Write Hashtags that Screen Readers Can Understand

Instead of writing hashtags entirely in lowercase, capitalize the first letter of each word:

• #CityCouncilMeeting vs. #citycouncilmeeting

Capital letters give screen readers a better chance of interpreting the words correctly and make hashtags easier to read for all residents.

Be Careful with Emojis and Decorative Text

Emojis can add personality to your posts, but screen readers announce each one by name. A short post filled with icons can turn into a long, confusing stream of information for someone who cannot personally see them. Some simple guidelines can help:

• Use emojis sparingly
• Never replace important words or bullet points with emojis
• Avoid decorative fonts or text art created from characters
• Do not manually adjust formatting using the spacebar or tab key

Help Residents Understand Images and Graphics

Without accessible practices, photos and illustrations can become a barrier to fully accessing and interpreting social media content.

Add Meaningful Alt Text for All Images

Alt text, or alternative text, is a brief description that explains what an image depicts and why it matters. It is what a screen reader user will hear when they encounter a picture.

Helpful alt text usually:

• Describes the key subjects and actions depicted
• Includes details that matter for context, such as who is speaking or what event is taking place
• Uses clear, concise language
• Avoids phrases such as “image of” or “picture of” since assistive tools already signal that it is an image

For example:

• Strong: Mayor Parker signing the 2025 sustainability initiative at City Hall in front of council members.
• Weak: A close-up of a woman at a desk

Avoid Relying on Text in Images

If you post a graphic with lots of text, residents who use screen readers will miss out on key information. Wherever possible:

• Put essential information in the body of your post
• Use image captions to reinforce the details in the visual

Keep Images Readable and Accessible

A few additional best practices can support accessible visual content:

• Use images with sufficient color contrast
• Avoid flashing or rapidly moving visuals that can cause discomfort or trigger seizures
• Choose images that are clear and easy to understand, even when they are viewed at smaller sizes

Make Video Content Accessible

Platforms like YouTube and TikTok have grown into popular news sources for a significant portion of American adults. Residents are increasingly likely to seek out video content like short clips about community events or live streams of council meetings. To help keep video content inclusive, consider these best practices:

Always Provide Captions

Captions benefit residents with hearing impairments or anyone who prefers to watch videos with the sound off. Effective captions:

• Match the timing of the spoken words
• Are accurate and properly punctuated
• Do not obscure important visual information
• Include speaker names, sound effects, and other meaningful non-spoken audio

Many platforms now offer automatic captioning. Those tools may be helpful, but they are not perfect. Names, acronyms, and industry-specific terminology are especially likely to be misinterpreted. Always take time to review auto-generated captions and correct them before posting.

Describe What Is on Screen

Spoken and written descriptions are as important as captions. You can serve residents with low vision or other eye impairments in two primary ways:

• Add an audio description track that explains important actions and on-screen text
• When audio descriptions are not possible, write a detailed summary in the video description or a related post

Keep Control in Residents’ Hands

Autoplay can interfere with assistive technologies and create a jarring experience for any visitor to your sites or social feeds. When the platform allows it, configure videos to play only when a user presses the play button.

Build Accessibility into Design Practices and Content Workflows

Making accessibility a core principle means working it into your design and content creation processes.

Choose Accessible Design Patterns

For both static images and video-based posts:

• Use color combinations with strong contrast (4.5 to 1) so text and important icons stand out
• Do not rely on color alone to communicate status or urgency
• Test your graphics and videos in light and dark moves and on different devices

Work Accessibility into Your Publishing Processes

Embed accessibility standards into your everyday content publishing workflows by:

• Adding accessibility checks to your publishing processes
• Assigning staff members to serve as accessibility reviewers for each campaign or channel
• Maintaining written standards and templates describing how to handle captions, altl text, and color contrast
• Running regular audits of previous posts to identify recurring problems and updating training materials to address them

Platform-Specific Tips for Government Social Media

Each social media platform has its own set of accessibility tools and limitations. Social media best practices should reflect the requirements of the specific platform:

• On Facebook, always write your own alt text, verify or upload captions for videos, and repeat event details in your post text instead of relying on images alone.
• On Instagram, use the alt text field, provide image descriptions in captions where necessary, and remember that Reels and Stories require captions.
• On LinkedIn, add alt text to graphics from a desktop and ensure that PDFs or slide decks are tagged and accessible.
• On TikTok, review captions for accuracy, avoid visual effects that flash rapidly, and add explanatory text in descriptions or comments.
• On X, attach alt text to every image, avoid using text-heavy images as your only source of information, and format hashtags in title case.
• On YouTube, correct automatic subtitles, upload caption files where possible, and consider including transcripts and descriptive text.

Because social platforms adjust their features often, public servants should routinely review each platform’s accessibility to adjust practices accordingly.

Social Media Archiving and Records Management

All 50 states may treat social media content from public agencies as public records. Deleting a post from your platform does not remove your responsibility to retain and, if necessary, produce it in response to records requests.

An effective approach to social media management includes:

• Automated tools for capturing posts, comments, edits, and deletions
• Retention of associated metadata
• Retention schedules that match state public records laws
• Periodic checks to confirm that content is captured accurately and remains searchable

The combination of responsible archiving and accessible content production better prepares municipalities to respond to records requests.

Making Accessibility a Shared Responsibility

Creating accessible social media content is not a job for a single person or a one-off initiative. It involves a gradual shift in habits, policies, and culture. Some practical steps can move you forward:

• Draft a simple, written accessibility policy that covers social media and ties it to legal obligations and community values
• Make accessibility checks a required step in content approval processes
• Designate accessibility leads to answer questions and champion improvements
• Offer regular training sessions on inclusive practices
• Invite feedback from residents and advocacy groups to learn where people are encountering barriers
• Highlight examples of accessible content in internal communications to exemplify what “good” looks like

Learn More with our Social Media Accessibility Guide

Ready to take the next step? Download Social Media Accessibility: A Guide and Checklist for Governments for:

• A detailed breakdown of accessibility guidelines affecting municipalities
• A comprehensive checklist for reviewing posts and campaigns
• Best practices for text, images, video, design, and content production workflows

Share the eBook with your communications staff, public information officers, and department leaders to start a conversation about accessibility.