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Initiating a social media channel

Before initiating a social media channel, we encourage you to develop a social media strategy for approval by your dean or director. Once approved, it should be submitted to the Communications and Marketing department for review.
  • Where to start

    Every social media channel has different audience segments. Each channel has varying purposes, cultures and protocols, with different written and unwritten codes of conduct. Transmitting your content through the right channel, in the right way and to the right audience, is essential.

    Before drafting your social media strategy, ask yourself the following questions:

    1. What are your communications goals and objectives (e.g. encourage relationships, be a social thought leader, build a following, promote a campaign, provide customer services/support or align yourself with similar initiatives)?
    2. Who is your audience(s), and what is their need(s) or interest(s)?
    3. Who will create content and maintain the channel (e.g. what type of content will you post, how often will you post it, and who will monitor and moderate)?
    4. Will social media technology meet your communications objectives (e.g. research statistics on audience reach and specifics re: Facebook versus Twitter, etc.)? 
  • Naming conventions

    When using social media on behalf of a faculty, department or program, your channel should reinforce the university’s brand. Below are the social media brand guidelines:

    • All social media channels must display a university branded profile icon. If you do not already have one, contact us to obtain a branded profile icon.
    • Each account name should reference the university:
      • Facebook pages and group names should begin with Ontario Tech:
        • Ontario Tech Research
        • Ontario Tech Ridgebacks
      • Instagram and Twitter handles should begin with ot_:
        • @ot_ridgebacks
        • @ot_gogreen
    • Try to be consistent in naming your accounts across platforms for easier recognition and promotion.
      • If you need to, use underscores (Instagram or Twitter) or periods (Facebook) to break up words that when combined, may create other words.
        • Example – ot_campusstores
    • Instagram and Twitter bios should include tags to the university’s main accounts.
        • Example - Instagram: @ot_elc: @ontariotechu English Language Centre. Follow to stay up-to-date on activities, events and student life.
        • Example - Twitter: @ot_Ridgebacks: Official account of @ontariotech_u Ridgebacks Athletics. Members of @OUASport and @USportsCA.
    • Whenever possible, mention the university (@ontariotechu on Facebook and Instagram, @ontariotech_u on Twitter) or use our hashtag (#OntarioTech). This adds legitimacy to your posts, helps us track and share it, and ties your channel to the university overall.
  • Terms of service

    In addition to our guidelines, each channel has its own set of rules that must be followed. Below you will find the terms and conditions for your channels:

  • Approval

    Once you have created your faculty or department’s account, let Communications and Marketing know the name and contact information for the account administrator(s), handles for the accounts and send a copy of your social media strategy. This allows us to keep track of the account and share your messages on the university’s main channels.

    We recommend that you provide Communications and Marketing with access to the accounts for contingency planning.

To guide your participation through these channels, we've developed a social media framework to help you better navigate social media. This includes a procedure for registering a new or existing social media channel(s) as well guidelines around social media participation for faculty and staff that:

  • Introduce the evolving world of social media technologies.
  • Help you evaluate what, if any, social media technologies are appropriate for your communications needs.
  • Ensure the appropriate and effective use of social media.