Social Media Policy

Last Updated: January 1, 2024

Policy for handling requests from members of the McMaster community for posting messages on the DeGroote social media accounts or platforms.

Application

This policy applies to any member of the DeGroote or McMaster community who would like the DeGroote Digital Marketing Team to post a message on their behalf using the official DeGroote social media accounts.

This includes internal members of the DeGroote team who do not have social media posting privileges. It also affects management and director-level requests from other DeGroote departments. A person needs to have a McMaster email address to make a request.

It does not include requests coming from non-McMaster people or organizations. We are not accepting requests from outside the McMaster community. The DeGroote Digital Marketing Team may (at their discretion) amplify social media posts from non-McMaster organizations if they may be interesting to our audiences. But we are not creating content on their behalf.

Procedure

The person who makes the request should be confident they have authority to make the message publicly available on social media on behalf of their department or organization. They should also be prepared to be the contact person for questions or concerns about their request or the message itself if it is posted.

If the request is time-sensitive, it should be made at least 10 working days before the message is posted (if accepted).

Requests are made using the Submit Social Media Post form on the DeGroote Marketing website.

The form requires information about:

• The person making the request.
• Administrative details (topic, dates, link).
• Which social media platforms the message is appropriate for (and why).
• The message itself (up to three versions per platform).
• Supporting images for the message (up to three versions per platform).
• Attestation that the person has authority to make the request.

When the form is submitted, the request is sent by email to members of the DeGroote Digital Marketing Team for consideration.

The member of the Digital Marketing Team evaluates the request, considering:

• The content of the message.
• The appropriateness of the message for DeGroote’s audience on the social media platform(s).
• Whether the message fits within the overall social media and communications strategy of the school.
• Timing, capacity, and resources for posting the message without sacrificing the effectiveness of other posts on the platform(s).

If the message is accepted, the Digital Marketing Team will create a post(s) based on the submission and schedule it for publication. The team may edit the message and supporting content to:

• Match the tone and approach to DeGroote’s voice on the platform(s).
• Follow DeGroote visual brand guidelines.
• Increase the potential effectiveness of the message, based on the team’s experience on the platform(s).
• Follow social media best practices.

A member of the Digital Marketing Team will respond by email to the person who made the request, whether or not the message is accepted for posting.

Questions about this policy should be directed to Jared Lenover, Marketing Manager (Digital), DeGroote Marketing and Communications.