Social Media Profiles
On This Page:
Accounts
Obtain permission to use any institutional University of Guelph name or image from Communications & Marketing, Social Media Manager.
Account Names
Social media handles/usernames and display names allow users to identify your brand. Usernames should be no longer than 15 characters and should specify which college/department/unit you represent. When applicable, the username should also include “U of G” or “UofGuelph” to associate the account with the University. If the platform allows, use title case in your username so it is accessible. Ex. @UofGAlumni.
Profile display names should be longer and consist of proper capitalization. Use your official name i.e.: “Department of XYZ, the University of Guelph”. Remember, “the” is not capitalized.
Both usernames and display names should be consistent across all social media accounts.
Avatars/Profile Pictures
Social media avatars or profile pictures are an additional way to communicate your department or unit and affiliation with U of G. The University’s branded avatars allow for a cohesive and professional brand presence online.
Obtain permission to use a U of G avatar from the Manager, Brand Strategy, Communications and Marketing.
Banner Image
Located at the top of your profile as a large background behind your avatar the banner or cover image allows a larger visual brand. Use a high-quality campus image that best represents your department/unit. These images can be changed periodically for a variety of reasons such as an ongoing campaign initiative. Should you choose to highlight a notable building that is reflective of your college or unit, you may opt to change the banner image at the start of a new season.
Bios
Create a bio that clearly indicates the college/department/unit you represent at U of G. Use this space to briefly describe who you are and what you do at the University. Be sure to incorporate branded hashtags for further visibility.
Brand Consistency
Review the University of Guelph's Brand Guide to ensure the content you create is consistent with our brand story.
Voice
Follow our Brand Voice and Writing Style Guide for a unified approach to your content that is consistent and aligns with the University’s brand.
Language and Tone
Protect the institutional voice by remaining professional in tone. Remember your “posts” and “tweets” are as public as a conversation with a newspaper reporter.
Language and tone will vary across departments, social media platforms and goals. There will be times when humour and trending words/phrases are appropriate and should be leveraged in a way to appear relatable and engaged in current conversations online. This type of social copy should be used sparingly and only when deemed appropriate.
Accuracy
Check, double check, triple check – post accurate, concise and useful information.
- Only post information you have verified is accurate.
- Verify the source of your information/news before you post.
- Review your writing for accuracy, typos and grammatical errors. When beginning, it is often good practice to have a colleague review your posts.
- If you find an error, correct it immediately – either delete it, correct it, or reissue the content.
- Make your writing quick, concise and easy to follow.
Hashtags
Strategically use hashtags that are attached to your communications goals for optimal impact and reach. Remember for your hashtags to be accessible to all users they must be written in title case. (i.e.: #ForeverAGryphon, #GryphonPride, #GuelphGrad, #FutureGryphon).
Stay up to date on a social media platform’s recommended use of hashtags. For example, while Instagram allows for up to 30 hashtags in a single post, the platform itself recommends the use of 3-5 hashtags per post. Less hashtags allow for a clean and professional approach.
Inactive Account
Delete an old account if it no longer serves a purpose or if it is no longer being maintained. Doing so ensures that the U of G social media community remains vibrant and active and protects inactive sites from abuse, such as account hacking.
Content Creation
Image/Media Sizes
Each social media platform has different specifications for optimal content sizing. Hootsuite has put together a website for Social Media Image Sizes: A Quick Reference Guide for Each Network that you can visit and find any size requirements for the platform of choice.
Consider your reach and the options each social media platform offers in terms of digital content. When you play by the rules of the platform, your content is likely to be rewarded with a larger reach. For example, when posting images on Instagram, a carousel post will go farther than a single image because the platform will only show a single image to a user once but will show the first image of a carousel as well as the second image of a carousel at a later date to the same user, increasing your frequency and visibility.
Plan your content ahead of time and use images that reflect the brand and maintain authenticity that will resonate with your audience.
Graphics
Use minimal or zero text in social graphics as they are not accessible and can look cluttered. Be mindful that some platforms may limit your reach if there is too much text on your image. When graphics are necessary, use a contrast checker and keep in mind font size and include alt text or an image description for accessibility.
Instead of graphics, utilize the post description to communicate your message. Social media platforms now act as their own separate search engines and utilizing keywords in the post copy is just as beneficial as using hashtags. When writing your social media copy think in terms of SEO.
Logos
Use the approved logos and/or identifiers. Do not crop, change or alter them to fit into your social media profile. Refer to the Brand Guide before using a University of Guelph trademark or recognized logo on your social media site.
Avoid brand fatigue and don’t overuse the logo on your social media posts. Keep in mind that your logo and username will already appear 1-2 on a single post depending on the social media platform. Logos also take up space and can distract the user from your intended message. Instead, communicate your brand by using branded colours and imagery.
Video
Optimize your video content for each social media platform for maximum reach. Visit Sprout Social’s Social Media Video Specs Guide to better understand each platform’s preferred aspect ratio, resolution, video length and more. If you fail to meet the platform’s requirements, your reach may be intentionally held back. For example, some platforms promote vertical videos over horizontal videos so make sure you’re posting the appropriate aspect ratio for each platform.
Get to the point quickly. Social media audiences are very different from captive audiences. With the ability to swipe away in a split second, your video content should hook the user in the first 1-2 seconds. Avoid long, drawn out introductions and establishing shots.
Create video content that is accessible to all users. Embed subtitles in your video content and place them in a location that won’t be blocked by platform buttons or descriptions. Keep all graphics and captions within the platform’s specified “safe zones”. Uploading a video file natively is optimal for the user experience.
Keep It Professional
Remember you are representing the University of Guelph. As the person(s) responsible for social media in your unit, remember personal posts are for your personal account and professional posts on your professional account. Be cognizant of separating your own opinions and keeping them separate from the professional account you administer.
Personal or Faculty Use Guidelines
When you identify yourself as a University of Guelph faculty, staff member or student online, be clear that the views expressed are yours and not those of the institution. Remember, what you say publicly on social media reflects your own personal brand and, by association, the brand of the University of Guelph.
