General principles
McGill’s social media channels should reflect the University’s values, mission, and commitment to respectful, accurate, and inclusive communication. Individuals managing official accounts must exercise good judgment, protect confidentiality, and ensure that content supports the University’s institutional priorities.
Official accounts exist to inform, inspire, and connect with diverse audiences while upholding McGill’s reputation as a trusted and credible institution.
These expectations apply to anyone posting on behalf of a unit, including staff, interns, and students.
Essential principles include:
- Communicating with accuracy and clarity
- Upholding respect, collegiality, and inclusiveness
- Protecting privacy and sensitive information
- Ensuring accessibility and visual consistency
- Staying aligned with McGill’s overall communication direction
- Reflecting McGill’s brand identity consistently across tone, visuals, and messaging
Appropriate tone and conduct
McGill’s social media tone reflects the University’s commitment to human-centered storytelling, academic excellence, accessibility, and community engagement. Our voice is professional, yet informed, approachable, and grounded in accuracy and respect. Content should highlight the people, ideas, and discoveries that shape McGill from student life and campus initiatives to research achievements and community impact.
When interacting with audiences:
- Respond thoughtfully and avoid confrontational exchanges
- Correct misinformation politely and transparently
- Avoid personal opinions, emotional reactions, or commentary on sensitive political or social issues
- Acknowledge concerns with professionalism and care
- Escalate complex or sensitive inquiries to the appropriate unit or to central communications
This approach ensures that McGill’s digital presence remains credible, inclusive, and community-focused, while fostering trust and meaningful engagement across platforms.
Account creation, governance, and strategic alignment
To ensure coherence, appropriate governance, and effective audience engagement across McGill’s digital ecosystem, the creation of any new social media account requires prior consultation and formal approval from the central social media team within Communications and Institutional Relations.
Before launching, naming, or reactivating an account on any platform, faculties, departments, and units must obtain written approval.
The University reserves the right to:
- Approve or decline the creation of new accounts
- Recommend consolidation or integration into existing channels
- Establish naming, branding, and platform suitability requirements
- Review and audit existing accounts and recommend consolidation or deactivation where appropriate
This governance model helps prevent duplication, fragmentation, and reputational risk, while ensuring that McGill’s digital presence remains strategic, sustainable, and aligned with institutional priorities.
Units operating accounts without prior approval may be asked to transition, rebrand, merge, or deactivate the channel.
Strategic considerations before requesting a new account
Before submitting a request to create a new social media account, units must evaluate whether a standalone presence is necessary, sustainable, and strategically justified.
Units should consider:
- Is there a clearly defined audience that is distinct from existing McGill accounts?
- Does the unit have a dedicated communications or social media professional responsible for ongoing content creation, publishing, analytics, and moderation?
- Is there sufficient capacity to post consistently and maintain quality year-round?
- Is there an existing faculty-level or related McGill account whose established audience could be leveraged instead?
New accounts should not be created solely for event-based, short-term, or limited campaigns.
Links to related policies and guidelines
Social media managers must follow University-wide policies governing digital communication, privacy, brand use, and conduct. Relevant frameworks include:
