Strategy

Before implementing a social media tactic in your planning, find out if there is an existing U of S social media site that will suit your needs.

With many social media channels available it can be difficult to understand which channel is the most appropriate for your purpose. Consider the following:

  1. Purpose
    What strategic purpose does the social media presence serve?
  2. Objective
    What exactly do you want to achieve through social media, and how will you measure success?
  3. Audience
    Who is your audience, and how do they want to be interacted with?
  4. Strategy
    Which tool is best for your chosen purpose, and how does that tool fit into your overall plans?
  5. Operation
    Who will be responsible for overseeing and executing your social media activities over time? How will this change as your audience grows?

Personal social media

On personal sites, ensure you are not portraying yourself as representing the University of Saskatchewan. Remember that even though you are acting in your own personal capacity, any inaccurate or illegal content that is injurious to the university, or content that reveals confidential university information may result in action pursuant to university policies, collective bargaining or employment agreements, or the law. 

Be respectful

  • Participation in social media should always be done in a professional and respectful manner. Such interactions reflect the quality and professionalism of faculty, staff and students at the University of Saskatchewan.
  • Add value by ensuring what you post will be of interest to your audience.
  • Be responsive to the community by listening and responding to comments and questions in a timely manner.
  • Take the time to respond appropriately. It may not be in the best interests of the university to automatically or arbitrarily censor a negative post. When in doubt, please contact marketing@usask.ca for guidance.

Confidentiality and accuracy

  • Maintain confidentiality and post accurate information.
  • Use good ethical judgment and follow university policies. Don’t post confidential or proprietary information about the U of S, its students, its alumni or your fellow employees.
  • Respect the privacy of individuals and be informed of the university’s privacy statement.
  • Ensure postings are accurate. Gather all of the facts before you post. It is better to take the time to have it right the first time than to write a correction or retraction later.
  • Take care to separate your opinions from the facts. Follow the university guidelines regarding confidentiality.

Branding

  • Be consistent with the U of S brand.
  • Departments or units that have a University of Saskatchewan social media page or would like to start one should contact the Marketing Department who will be able to provide an approved logo and other images to ensure consistency.
  • Naming of a social media account should include “University of Saskatchewan” or “Usask” followed by a department or unit identifier.
  • Post photos of the U of S campus, an event or students and alumni. Check out the usask Flickr page for photo ideas.

Maintenance and monitoring

  • To ensure adequate coverage more than one staff member should have administrative access to the site. Best practice states that three people in your department or unit should have access to your social media sites.
  • Information you publish should be up-to-date and accurate. Plan for regular, consistent postings and updates.
  • Consider a plan for monitoring activity after-hours, on weekends, and on holidays.
  • Have a plan in place if an issue arises on your social media channels.
  • Follow your social media communications plan and review it regularly to measure success, and to revise your goals and your targets.

Policy considerations

Participation in social media should follow all applicable federal and provincial laws and university policies. The use of university facilities and equipment is also governed by University of Saskatchewan policies, including but not limited to:

  • computer use and email policies
  • departmental policies
  • employment contracts
  • copyright policy
  • access and privacy
  • policies of external organizations and associated codes of ethics and conduct and terms of usage