All Brock University Social Media Accounts are the property of the University. The creation of new accounts must be approved by the University’s Marketing and Communications (UMC). UMC may revoke or limit this approval where it deems appropriate.

Submit the request for support form with the details of which social media platform, content plan, and any other important information. The Social Media Manager will get in touch shortly and begin the process of account creation.

A social media handle is also known as your username and what your audience will use to find you. Accounts should have ‘BrockU’ or ‘Brock’ in the handle. Exceptions will be made on a case-by-case basis, i.e. if your area/department name is too long.

Profile display names should be longer and consist of proper capitalization. Use your official name i.e.: “Brock University Faculty of XYZ”. Both usernames and display names should be consistent across all social media accounts.

Before opening a new page/changing your handle, do your research on each platform to ensure your handle is available. If your handle is taken, feel free to contact us to discuss what your second chosen handle will be.

All official Brock University social media pages must have the Brock logo as its avatar.

Sub-brands, such as Brock Sports, the Goodman School of Business, Marilyn I. Walker School of Fine and Performing Arts, Cool Climate and Viticulture Institute, and Youth University will have their own avatar that is specific to each sub-brand. If you require the logo or assistance with uploading it to your page, please contact us.

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.

Ideas include seasonal photos of campus, people (students, staff, faculty, alumni) at an event or engaging in an activity. People should be smiling to give the photo life and energy. Do not add any text to the banner image.

The image should be updated at least once per semester (September, January, and May), and at most every month to ensure variety.

Create a bio that clearly indicates the department/faculty/sub-brands you represent at Brock U. Use this space to briefly describe who you are and what you do at the University. Social media bios should be clear, concise, and informative.

For example: 
“Official TikTok account of Brock University. Experience a University for YOU.”

Brand voice is essential to being consistent and recognizable.

Some general tips:

• Be authentic, honest, respectful, and transparent.
• Have a personality, humour is great when used appropriately and professionally.
• Write in an active voice, using exciting and unique verbs.

Follow Brock’s Writing Style Guide for a unified approach to your content that is consistent with the University’s brand.

• Develop your expertise in the Brock brand voice
• Authenticity is key to building trust. Emotions can be difficult to read online, so be empathetic, kind, and respectful to build trust.
• Use plain and simple language, avoid technical speak and acronyms.

• Post accurate, concise, and useful information.
• Writing for social media should be quick, concise, and easy to follow for screen-weary eyes.
• Have all the facts before you post, make sure content is accurate.
• Review your content and writing for errors, spelling mistakes, and broken links.
• Check that content is AODA compliant

Hashtags are strategically used to categorize and index content on social media, making it easier for people to find and follow conversations and posts related to that topic. For best practices, stay up to date on a social media platform’s recommended use of hashtags. Typically, each post needs around 3-5 relevant hashtags.

Examples: #BrockU #BrockUResearch #BrockBadgers #BrockUGrad

*Accessibility tip: For your hashtags to be accessible to all users they must be written in title case.

If a social media account is no longer in use or being maintained, please refrain from deleting the account and reach out to the University’s Social Media Manager for next steps.

Each social media platform has different specifications for optimal content sizing. Visit the social media image size reference guide to find the size requirements for the platform you’re posting on.

Consider your reach and the options each social media platform offers in terms of digital content. Keep up to date on the newest features of each platform. Typically, your content is likely to be rewarded with a larger reach as the social media platform will want users to test new features.

Content should resonate with your audience and be relevant to their needs and experiences. Support your presence on social media with brand-rich, vibrant and authentic media, such as photos, videos, animation and audio.

Plan your content ahead of time and use images/video that reflect the brand and maintain authenticity that will resonate with your audience.

For example, content featuring Brock University students, staff, and faculty will perform better than using a stock image. Authenticity resonates with your audience and results in higher engagement.

Use minimal or zero text in social graphics as they are not accessible and can look cluttered.

Be mindful that some platforms may also limit your reach if there is too much text on your image. When graphics are necessary, 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.

Use the approved logos and do not crop, change or alter them to fit into your social media profile. Refer to the Brand Standards guide before using a Brock University logo on your social media channels.

Authentic content

While there is definitely a time and a place for high-definition, high-production value videos, the beauty of social media is that sometimes videos seem more authentic when they’re less produced and are shot “in the moment.” TikTok, Snapchat, Reels, and Instagram Stories are all examples of this trend toward authenticity. These videos should still be high quality with preferred lighting, clear audio, and a background free of distractions.

Optimize your video content for each social media platform for maximum reach

Visit the 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.

Use a strong hook to capture attention

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.

As the person(s) responsible for social media in your department/faculty, remember personal posts are for your personal account, and professional posts are the institution’s property. Be cognizant of keeping your own personal opinions separate from the professional account you administer.

The Accessible Canada Act was passed in 2019 with the goal of making Canada barrier-free by January 1, 2040. The province is working towards the goal of making Ontario an accessible province by 2025. The Accessibility for Ontarians with Disabilities Act (AODA) creates and monitors accessibility standards.

• Include alt-text if you are posting an image or gif
• Hashtags to be written in title case
• Limit the number of emojis in your posts
• Include captions in any audio and video media. Make sure to double check any AI-generated captions to ensure the caption’s content is accurate and grammatically correct.
• Consider the colour contrast of your social media posts
• Choose easily readable sans serif fonts such as Arial, Calibri, or Helvetica

The process of engaging audiences across social media channels to grow authentic connections with your audience.

Some community management tips:

• Be authentic. Write in an honest, respectful, and transparent voice.
• Don’t engage in arguments.
• Have a personality; use humour.
• Write in an active voice, using exciting and unique verbs.
• Check with your supervisor about circumstances when you’re empowered or need approval to respond to users.
• Don’t delete negative comments that are about Brock; however, comments that are considered a form of hate, harassment, oppressive, deceptive, contain foul language and/or are discriminatory towards your audience should be removed.

• Ensure accuracy: Don’t create expectations you can’t fulfil (click bait).
• Make your messages pop: Include things like alliteration, strong language and numbers.
• Ensure it resonates: Speak your audience’s language, what resonates with them and their values, morals and helping the greater good.
  Keep it short and to the point.

Administrators of official Brock University social media accounts are asked to share only official information provided by the main Brock University social media accounts.

Remain silent otherwise and direct all inquiries to the official Brock University pages.