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University Accounts Social Media Policy

I. Purpose 

The University’s social media accounts and channels serve as primary communication methods for the institution, allowing it to communicate about University-related announcements, activities, accolades, organizations, and other University matters, and to provide a limited public forum to encourage substantive discussions about these topics. The accounts serve as a voice for the University and an information source for both internal and external audiences. As such, it is important that the content posted to the social media accounts of the University is accurate, reflects the values of the University, and is of a quality and standard that protects and enhances the identity and image of the University.

The purpose of this Policy is to support effective digital communications by the University, which are fundamental to effective engagement, by both identifying what constitutes a University social media account, and establishing standards and expectations for the use of those accounts in a manner that enables, supports and maintains the consistency and quality of the communications made through them.

This Policy does not apply to social media accounts that are created or operated by TMU students in relation to a student club, society, or union.

“University Account” does not include private social media accounts that are personal to a named individual regardless that the individual may be a University student, faculty, librarian, counsellor, contract lecturer or staff.
As outlined in the University’s Statement on Freedom of Speech, the University embraces unequivocally the free exchange of ideas and the ideal of intellectual engagement within a culture of mutual respect.

II. Scope and Application

This Policy applies to all employees of the University and is to be read in conjunction with the Acceptable Use of Information Technology Policy.

The Policy differentiates between the official use of social media on behalf of the University and an individual’s private usage while not purporting to represent the University. Although this Policy applies to the official use of social media on behalf of the University, other University policies governing community standards, including, but not limited to, the Respectful Workplace Policy, Discrimination and Harassment Prevention Policy and Sexual Violence Policy may apply.

III. Definitions

For the purposes of this Policy:

“Account Manager” means the designated individual(s) within a Unit who is assigned the responsibility of managing the University Account(s) specific to the Unit.

"Account Administrator" means an individual who has access to a University account and the general permission to post content to it including the Account Manager.

“Brand Property” means graphic and non-graphic elements that are or have been used to identify the University, in whole or in part, including but not limited to, name, mark (all types of marks including non-traditional marks), insignia, logos, seals, crests, designs, or symbols.

“Employees” means students who are in paid positions at the university, as well as staff, faculty, librarians, counsellors, and contract lecturers.

“Unit” means any academic or operational segment of the University including Faculties, divisions, schools, departments, programs, institutes, centres or zones, and administrative units or offices.

“Policy” means the Social Media Policy.

“Procedures” means the procedures and related guidelines to this Social Media Policy as may be instituted by the University from time to time.

“University” means Toronto Metropolitan University.

“University Account(s)” means an account on a social media sharing service that is meant to represent or purports to represent the University, including any Unit. Examples of social sharing services include but are not limited to Facebook, X, Instagram, TikTok, YouTube, Snapchat, and LinkedIn.

IV. Policy

1. University Accounts are the property of the University and should be used in a manner that is consistent with the University’s mission and values.

2. To ensure a consistent, professional, and distinctive representation of the University, all content posted on University Accounts must adhere to:

a. All applicable University policies including but not limited to:
             i. Acceptable Use of Information Technology Policy;
             ii. Brand Stewardship Policy;
b. University Social Media Guidelines;
c. University Guide on Website Accessibility;
d. Platform terms and conditions specific to the University Account; and
e. Applicable legislation, regulations, and law.

3. All content posted on or to University Accounts must also comply with other relevant University policies, including but not necessarily limited to:

a. Respectful Workplace Policy
b. Discrimination and Harassment Prevention Policy
c. Sexual Violence Policy

4. The creation of a University Account must be done in accordance with the process set out in the Procedures.

5. Units are responsible for maintaining the University Accounts under their control, appointing an Account Manager, and establishing permissions, access groups, and documenting how University Accounts are to be managed, revised and updated within the Unit.

6. Account Managers are responsible for what is communicated or shared on or through University Accounts and must adhere to the standards of behaviour set out in this Policy and any related University policies.

7. Account Administrators posting to University Accounts must ensure that they have appropriate permission to share any third-party materials, including all images, photographs, text and videos, before uploading them to or linking to them via a University Account, and, where sharing is permitted, should ensure that such materials or shared links are credited appropriately.

8. University Employees must not use University Accounts for the purpose of personal expression. Employees are free to express their personal views using their own private social media accounts in accordance with applicable law and University policies that may apply. University Employees must ensure that their private social media accounts do not purport to speak for or on behalf of the University or any Unit.

The University shall respect academic freedom as defined in relevant collective agreement(s), including the right of individual faculty, librarians and contract lecturers to discuss and criticize the University and society, and to be free from censorship by the University when commenting on political issues or on academic matters that might be seen as controversial.

9. 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, information and reputation, any Account Manager 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.

10. University Relations is empowered at their sole discretion to change or remove access for Account Managers or Administrators who are not in compliance with this Policy, and to moderate and otherwise edit or delete a post to a University Account that does not comply with this Policy.

11. University Relations, at its sole discretion, may remove posts, comments and responses to a University Account, block individual users from following or posting to a University Account, or otherwise take actions appropriate in the circumstances in response to posts, comments or other actions of individuals who violate this Policy. For example, University Relations may intervene in response to posts or comments where they are:

a. Fraudulent, deceptive or misleading;
b. Trolling or deliberately disrupting discussion;
c. Commercial solicitation;
d. Spamming in nature; and
e. Contrary to law and/or inconsistent with the University’s Policies and Procedures.

12. Where University Relations or others become aware of posts, comments and responses to a University Account that may fall within the jurisdiction and scope of other University policies relating to the conduct of TMU community members, they will advise the relevant offices that administer the complaint resolution process under such policies in order to determine appropriate next steps. Specifically:

a. Concerns relating to the actions of University employees that may fall under the Respectful Workplace Policy will be referred to Human Resources;
b. Concerns relating to the actions of University students and employees or other community members that may fall under the Discrimination and Harassment Prevention Policy or Sexual Violence Policy will be referred to Human Rights Services.

13. The University manages compliance and enforcement of this Policy in accordance with existing University policies, employment processes, contracts, and applicable collective agreements. Any individual who is found to be in violation of this Policy may be subject to appropriate remedial action.