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Including, not excluding, people with disabilities from social media platforms is not hard. But it does require attention to detail

Social media is a very popular tool among people with disabilities to stay connected despite the fact that most social media tools are not fully accessible. Staying connected electronically is even more important if a disability prevents a person from being able to easily travel. By posting pictures or videos of themselves and discussing issues that impact them every day, people with disabilities are also bringing awareness to their very particular and personal issues.

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“Social media” with cartoon phone and thumbs up

It is important to understand that people and companies posting on social media have no control over the platforms’ infrastructures. That being said, there are practical limitations to what corporations can accomplish with respect to accessibility on the social media channels they choose to use. Most social media platforms have accessibility teams, and accessibility improvements are continually rolled out as technology continues to improve at a rapid pace.

Many people posting content to social media platforms — for either personal reasons or as part of their job — do not consider or use accessibility features. While the social media platform may not be friendly to all forms of assistive technology, companies can and do control the content they post and should take the necessary steps to make that content as accessible as possible. In many cases, even if the platform doesn’t natively offer accessibility tools, workarounds can be implemented to improve accessibility.

Without mentioning any one platform, here is an initial list of accessibility principles that companies should be following with respect to their social media campaigns.

Provide text descriptions for all non-text Visuals

Informative Graphics

Closed Caption (CC) Videos

Companies like 3Play make captioning easy to accomplish. You upload the video, pay only for the duration of the content, and *boom* you get back a 99% accurate transcript, usually within 24 hours. As the parent of a deaf daughter, I can tell you there is no excuse for either relying on YouTube automatic captioning (which is 65% accurate at best) or no captioning at all.

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Cartoon TV displaying “CC”

A key question in any business decision is: What is my return on investment? What do I get back if I make this decision? In an eCommerce world, one of the best ways to determine this is by a metric called CAC (Customer Acquisition Cost). Of course, we know that having captions on videos increases customer engagement and helps with acquiring new customers. I can almost guarantee that when you look at the number of new customers you would acquire from adding captions compared to the cost of actually paying for captions, this total would be much lower than your typical CAC. So, adding captions is not only beneficial for your customers — it’s beneficial for your business! This does not even take into account CLV (Customer Lifetime Value), which is the expected profit attributable to these new customers over time. These new customers you acquire from captioning your videos will continue to spend on your goods or services over the years to come.

Evaluate your videos for Descriptive Audio

Descriptive Audio is not always required. Multimedia where the content is largely conversational, such as vlogs or interviews don’t typically require DA since the content is more conversational and will more likely be fully conveyed via the audio track rather than through visual cues. On the opposite end of the spectrum, anything animated almost always requires a DA soundtrack, because much of it is visual-only.

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Cartoon Headphones

There are two approaches to Descriptive Audio — synthesized voice and live voice. Live voice is expensive because it utilizes union voice actors who have minimum amounts of time they are guaranteed to get paid no matter how long they work. Descriptive Audio occasionally requires editing the video to make the DA track better fit with the visual track. If your budget is limited or your video isn’t going to get tens of thousands of reviews, a synthesized voice is a perfectly acceptable alternative.

For videos that are going to get hundreds of thousands of views, I recommend the live voice. While it is more expensive (around $600 for a 5-minute video) it is meticulously professional and time-synchronized with the video. With live voice, you can more easily match the ethnicity and speech patterns of the video participants. My vendor of choice for live voice DA is Bridge Multimedia. Bridge does descriptive audio for Saturday morning cartoons. If you can do DA for Saturday morning cartoons, you can do DA for *anything*.

Use enough strong contrast in color choices

Don’t embed text in your images

  • Use only sans-serif font families — serif fonts make things harder to read
  • Don’t use an overly ornate script
  • Don’t use a lot of italics

Make your link text short and understandable

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Blue cartoon chain links

Social media posts typically contain links. Where possible, use link text that is easily understandable. Having your link text be the URL of the link, while common, is very undesirable from an accessibility perspective. It takes a long time for screen readers to announce all the useless information like http://www/and the top level domain identifier at the end such as .com or “.co.uk” While that may not seem like a lot of extraneous information, on a link heavy page it can add several minutes to the time for a screen reader user to listen to the information announced. Where a link cannot be formatted to be optimally accessible, use a URL reduction tool (something like bitly.com) to reduce overly verbose (and not useful) screen reader announcements. Even better, use a personalized bit.ly (like bit.ly/ux4pwds for my CSUN presentation) so it isn’t a jumpled string that is hard to remember.

Contact Information

External Links to Social Media Accessibility Pages

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Cartoon image of computer with icons for Facebook, Twitter and Instagram

Use multiple social media channels

Conclusion

This article was originally published by 3PlayMedia on March 14, 2019. Happy Pi Day !!!

Written by

Accessibility Architect @ VMware. W3C Silver, ITI & IAAP GLC committees. Degrees in CS, law, business. Wheelchair user w/ a deaf daughter.

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