Social Media Guidelines
General Usage
Social media is a tool for information and idea sharing, and community building on platforms such as Facebook, Twitter, Instagram, LinkedIn, YouTube, etc.
Each social media platform can have differing goals, target audiences, cultures and messaging approaches. They also have different written and unwritten codes of conduct. It is essential that your content is being shared through the right channel, in the right format, and to the right audience.
If yes, identify who your audience will be. This will help determine which social media platform(s) you should be using. The platforms used by the university at large are: LinkedIn, Instagram, TikTok, YouTube, Facebook, and X/Twitter.
Understanding the type of content will help inform which social media platform(s) it is best suited for, or if another method of distribution (such as e-newsletter or campus screen) would be more favorable.
Consider the intended target audience, timeliness, and relevance of your content to see if it would make sense to be distributed through an existing account that shares similar or complementary content. If there is an existing account, consider collaborating with their team to share your content rather than both channels occupying the same space.
At a minimum, you should have enough content to post at least once per week on an ongoing basis. However, three times a week is ideal to increase engagement.
Choosing a Platform
Consider your goals, objectives, target audience and resources to create a new social media account. It’s not necessary to have a presence on all social media platforms if it’s not serving your purpose or adding value to your story. There are several other social media platforms available to use, however these are the platforms used by the university at large.
Note: Social media image and video size specifications can change frequently. Check each platform’s guidelines and templates for the most up-to-date information.
Highly visual platform. Good for creative profiles that have access to strong visuals.
Best Use
Images that tell a story, engaging video (IG Reels), time sensitive content (IG Stories), simple graphics/event notices
Target Audience
Students, alumni, faculty/staff, community at large
Recommended Specs
Content Type |
Optimal Length |
Aspect Ratio |
Resolution |
Frame Rate |
| Feed (portrait) | n/a | 4:5 | 1080 x 1350px | n/a |
| Feed (square) | n/a | 1:1 | 1080 x 1080px | n/a |
| Feed (carousel) | 20 images max. | 4:5 and 1:1 | 1080 x 1350px or 1080 x 1080px | n/a |
| Reels | 15-45 seconds | 9:16 | 1080 x 1920px | 30 fps. |
| Stories | 3-5 frames | 9:16 | 1080 x 1920px | n/a |
With a user base focused on career advancement and industry news, LinkedIn provides targeting for professional objectives
Best Use
Links to articles, photo galleries, reputational content (big research, awards, etc.), employee recruitment
Target Audience
Alumni, faculty/staff, external stakeholders
Recommended Specs
Content Type |
Optimal Length |
Aspect Ratio |
Resolution |
Frame Rate |
| Text | 3000 characters | n/a | n/a | n/a |
| Photo | 9 images max. | 1.91:1 | 1200 x 627px | n/a |
| Video | 30-90 seconds | 1:2.4 | 4096 x 2304px max. | 10-60 fps |
TikTok
Video-based platform with a strong focus on entertainment, trending content and the use of popular sounds
Best Use
Short form video, trends, student-facing content
Target Audience
Current and prospective students, recent alumni
Recommended Specs
Content Type |
Optimal Length |
Aspect Ratio |
Resolution |
Frame Rate |
| Video | 10-35 seconds | 9:16 | 1080 x 1920px | 30-60 fps |
| Photo (carousel) | 35 images max. | 9:16 | 1080 x 1920px | n/a |
X/Twitter
Used to communicate with the audience directly and immediately. Note: BlueSky is a new emerging text-based social media platform that is available as an alternative to X/Twitter.
Best Use
Short announcements and updates, links to articles, time sensitive pieces
Target Audience
Faculty/staff, academic community
Recommended Specs
Content Type |
Optimal Length |
Aspect Ratio |
Resolution |
Frame Rate |
| Text | 280 characters max. | n/a | n/a | n/a |
| Photos | 4 images max. | 9:16 | 1500 x 500px | n/a |
| Video (landscape) | 20-45 seconds | 1:2.39 - 2.39:1 | 1280 x 720px | 40 fps max. |
| Video (portrait) | 20-45 seconds | 1:2.39 - 2.39:1 | 720 x 1280px | 40 fps max. |
Allows longer-form content but is less immediate than other channels. Good for strong visuals and engaging posts
Best Use
Longer form text-based content, links to articles, photo galleries
Target Audience
Diverse audience - primarily alumni, faculty/staff
Recommended Specs
Content Type |
Optimal Length |
Aspect Ratio |
Resolution |
Frame Rate |
| Photo | n/a | 1.91:1 | 1200 x 630 px | n/a |
| Video | 30-90 seconds | 16:9 | 1280 x 720 px | 30 fps. |
| Stories | 3-5 frames | 9:16 | 1080 x 1920 px | n/a |
Creating a Profile
Once you’ve decided a new social media account is needed, the next step is to set up a profile. Follow the steps below to get started:
- Upon creation of a new University social media account, the designated Account Manager must promptly notify University Relations by sending an email to tmubrand@torontomu.ca providing the name and contact information for Account Administrator(s). Confirm in your communications that the new account’s intended and planned content or purpose will not duplicate the efforts of relevant existing University Account.
- The handle associated with a new University Account must reflect the naming conventions of the University for accounts of that type to avoid confusion and to optimize discoverability. Units should adopt the following convention: @tmuname. Should this not be available please reach out to University Relations for further guidance.
- University-branded social media icons should be used for University Accounts and can be obtained from Marketing and Creative Services via an email to tmubrand@torontomu.ca.
- The bios (or the short descriptive text that appears in the information section of a user’s social media account) of University Accounts must link to an appropriate University URL, either www.torontomu.ca or a subordinate University URL.
Account Managers and Administrators should review the Social Media Policy and Social Media Procedures in full as outlined on the torontomu.ca/brand website and TMU Accessibility’s Guide on Website Accessibility.
Creating Content
The type of content you post on your channel will depend on who your audience is and what your goals are. Looking for content suggestions? Refer to the list of thought starters below. It’s also important to be aware of what types of content are considered unacceptable for University social media accounts.
What to Post
Academic Achievements:
- Announcements of publications, research breakthroughs, and awards.
- SRC research and innovation expertise
- Student accomplishments, scholarships, and graduation celebrations.
Events and Activities:
- Information about upcoming lectures, workshops, and campus events.
- Recaps and highlights from past TMU events, including photos and videos.
Campus and Student Life:
- Stories from TMU student organizations and clubs.
Community Engagement:
- Initiatives that involve the local community, service projects, and partnerships.
- Promotions for volunteering opportunities.
University Announcements:
- Important updates related to policies, deadlines, and campus safety.
- Emergency notifications and important changes affecting the university.
Diversity and Inclusion:
- Posts that celebrate events, diversity initiatives, and inclusive practices.
- Spotlights on diverse student and faculty groups.
What to Avoid
Personal Opinions:
- Individual opinions or political views.
Confidential Information:
- Sensitive data about students, faculty, or university operations.
- Any information that violates privacy laws or university policies.
Inappropriate Content:
- Offensive, inflammatory, or discriminatory language and images.
- Content that promotes violence, hate speech, or illegal activities.
Advertisements and Promotions:
- Posts promoting businesses, products, or services that are not university-related.
- Personal fundraising efforts.
Negative Commentary:
- Criticism of university policies, staff, or other students.
- Content that could harm the university's reputation or relationships.
Unverified Information:
- Rumors or speculation about university events, policies, or personnel.
- Posts that have not been fact-checked or verified by appropriate authorities.
Administration
University Relations is responsible for upholding the consistency of brand and tone that is reflected across all University Accounts. In order to protect the University’s brand and reputation, Account Managers must take direction from and/or grant access to a University Account as required by University Relations, including with respect to the editing or deletion of a post.
In order to maintain up-to-date access information, Account Managers must update University Relations (via an email to tmubrand@torontomu.ca) when there is a change to an Account Manager. Otherwise, University Relations will also reach out on a yearly basis to confirm that the information we have is up-to-date.
For more information, please refer to University Policies and Procedures for relevant Brand and Social Media policies and procedures.