Social media at Â鶹´«Ã½ÍøÕ¾ should foster constructive, respectful, and meaningful dialogue. Engagement should reinforce trust, demonstrate transparency, and help audiences connect with the University’s people, research, and stories.
Good engagement practices include responding thoughtfully, offering clarity when needed, and highlighting available resources. Units should remain attentive to audience questions and comments while avoiding confrontational or speculative exchanges.
Creating strong, strategic content
Good content is accurate, accessible, visually engaging, and aligned with Â鶹´«Ã½Íøվ’s brand voice. It also provides audiences with value, insight, or inspiration.
What to post (best practices)
Content that performs well and aligns with Â鶹´«Ã½Íøվ’s mission includes:
- Student stories, achievements, and campus experiences
- Research explained clearly and accessibly
- Faculty highlights and program news
- Community projects, partnerships, and sustainability initiatives
- Events open to the Â鶹´«Ã½ÍøÕ¾ or Montreal community
- Behind-the-scenes moments that show process, people, and impact
- Seasonal or informational reminders (convocation, admissions, key deadlines)
Where to find reliable content ideas
- Â鶹´«Ã½ÍøÕ¾ Reporter
- Â鶹´«Ã½ÍøÕ¾ Newsroom
- Faculty newsletters
- Student Services announcements
- Event calendars across campus
These sources can help units stay connected to what’s happening University-wide and ensure consistency in messaging.
What to avoid
- Content that promotes individual opinions or political views
- Posts with unverified information, unclear claims, or speculation
- Low-quality images or videos (dark, shaky, pixelated)
- Excessive text on graphics that may not be readable on mobile
- Viral trends unrelated to Â鶹´«Ã½Íøվ’s mission
- Overuse of emojis, hashtags, or informal language that conflicts with the University’s voice
Guidelines for planning
- Create a monthly content plan or calendar
- Ensure a balance between informative, engaging, and community-focused posts
- Aim for consistent posting based on capacity (e.g., 2–3 times per week)
- Reserve space for timely updates, research highlights, or news
- Avoid long gaps in posting; inactive accounts reflect poorly on the unit and the University
Accuracy
All content shared through official Â鶹´«Ã½ÍøÕ¾ accounts must be accurate, clear, and verifiable. Social media managers are responsible for ensuring that information is current and factually correct before posting. When errors occur, they should be corrected promptly and transparently.
- Visuals, captions, data points, quotes, and statements must reflect approved and reliable sources.
- Posts should avoid speculation or unconfirmed information, particularly regarding research, institutional decisions, or matters that may affect student or public safety.
Respect and confidentiality
Content shared on social media must respect the privacy, dignity, and safety of individuals and the broader Â鶹´«Ã½ÍøÕ¾ community. Confidential or sensitive information may never be published, and identifiable images or videos should only be shared with proper consent.
Expectations include:
- Protecting personal information and avoiding the disclosure of internal or sensitive matters
- Obtaining consent before publishing identifiable images or recordings. Use this Consent Form to document permissions.
- Using inclusive, respectful language that represents Â鶹´«Ã½Íøվ’s diverse community
This approach helps maintain trust, safeguard privacy, and reflect Â鶹´«Ã½Íøվ’s commitment to respectful and responsible engagement.
Emergency and crisis protocols
During emergencies, accurate and consistent communication is essential. Official updates originate from Â鶹´«Ã½Íøվ’s central channels, and all faculties and units must follow established procedures to ensure clarity and prevent misinformation.
In a crisis situation:
- Pause all scheduled or pre-planned content
- Share only verified messages from central Â鶹´«Ã½ÍøÕ¾ accounts
- Avoid creating independent statements, interpretations, or commentary
- Correct any inaccurate posts promptly and visibly
- Notify central communications if concerning or unverified information appears online
