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University Accounts Social Media Procedures

I. Purpose

These Procedures assist in the interpretation and application of the Social Media Policy (the “Policy”), set out the process applicable to the creation of a new University Account on a social media platform, and their ongoing administration.

II. Definitions

All capitalized terms not otherwise defined in these Procedures have the meanings set out in the Policy.

III. Information Sharing for Active University Accounts

1. Annually, at the start of the academic year, Account Managers of active University Accounts must update the contact information of all Account Managers and Administrators of University Accounts to University Relations by sending an email to tmubrand@torontomu.ca.

IV. Creation of University Accounts

1. Upon creation of a new University 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.
2. 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. The University’s central accounts have adopted the handle @torontomet. Units should adopt the following alternatives: @nametmu and @tmuname. Should these not be available @nametorontomet or @torontometname can be selected.
3. 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.
4. 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.
5. Account Managers and Administrators should also review Social Media Best Practices as outlined on the torontomu.ca/brand website and TMU Accessibility’s Guide on Website Accessibility.

V. Administration of University Accounts

  • Units that decide to create a University Account are responsible for administering the University Account. All University Accounts must have a designated Account Manager.
  • Account Managers must update University Relations (via an email to tmubrand@torontomu.ca) when there is a change to an Account Manager . 
  • All University Accounts must be actively monitored on an on-going basis during business hours. Exceptions may be made for events that take place outside of standard business hours, for example: move-in day and on-campus sporting events.
  • University Accounts that are inactive for more than a year, or where Account Managers are not updated annually, may be archived. 
  • If an account is discovered to be fraudulent or impersonating the University or a Unit, an email should be sent to tmubrand@torontomu.ca and gcbs@torontomu.ca with a link to the account. University Relations will then attempt to rectify the issue. 

VI. Posting Content to University Accounts

1. Account Managers and Administrators may post to their University Accounts based on the Policy and Procedures, as well as the Social Media Best Practices.

2. If an Account Manager plans to post content to a University Account that falls  outside of the acceptable content listed in the Social Media Best Practices and the social media platform guidelines below, advanced authorization is required. A relevant Dean, Vice-Provost, Vice-President or Executive Leader, must be engaged, who will then connect with University Relations to determine if a review group will need to be established. The review group may include leaders with authority over the Account Manager and/or Unit operating the University Account, as well as administrative offices or staff with policy jurisdiction or subject matter expertise relevant to the social media content in question. For example, a review group may include representatives from: Human Rights Services (HRS), Office of the Vice President Equity and Community Inclusion (OVPECI), Office of the Vice-Provost, Students (OVPS), Human Resources (HR), Office of the Vice-Provost, Faculty Affairs (OVPFA), Office of the Vice-President, Administration and Operations (OVPAO).

3. The Dean, Vice-Provost, Vice-President or Executive Leader, with University Relations and the review group (if one was struck) will determine the course of action.

VII. Non-Compliance with the Policy and Procedures

1. Concerns can be received at tmubrand@torontomu.ca, please include screenshots including the username of the post and what the concern is.

2. If there is a concern reported to University Relations that a post or comment on a University Account may be inconsistent with the Policy and Procedures, a review group may be established to make a finding and determine the appropriate course of action, if any, to be taken in the circumstances.

a. Relevant groups may be consulted to discuss the post/comment including but not limited to: HRS, OVPECI, OVPS, HR, OVPFA, OVPAO.
b. Should a concern be received that appears to fall within the scope of a different policy or procedure, it will be referred to the appropriate department for review and assessment in accordance with relevant policies.

3. Working with the review group, an individual(s) within the Unit will be identified as being responsible for the post or comment under review. This may be the Account Manager/Administrator, or unit leader.

4. The Account Manager/Administrator, or unit leader, is then responsible to address the required action on the University Account within the established timeline.

a. Depending on the platform, University Relations may request that a comment or post be hidden/archived while discussions are taking place.

5. If an Account Manager or Administrator does not follow these instructions, University Relations will manually remove the post/comments in question.

6. If it appears that a post or comment on a University Account 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 Employees that may fall under the Respectful Workplace Policy will be referred to Human Resources;
b. Concerns relating to the actions of University students, 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.


Social Media Platform Guidelines:
Meta Terms of Service (external link) 
Instagram Terms of Use (external link) 
Meta Community Standards
 (external link) Meta Privacy Policy (external link) 
Meta Terms and Policies (external link) 

X Terms of Service (external link) 
The X Rules (external link) 

TikTok Terms of Service (external link) 
TikTok Community Guidelines (external link) 
BlueSky Terms of Service (external link) 
BlueSky Community Guidelines (external link)