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Home > Hub Spaces > Communications, Marketing and Events > Communications, Marketing and Events Guide > Marketing Services > Digital Media Marketing > Social Media

Social Media

Social media provides a valuable and convenient mechanism to communicate, inform, and engage audiences about TRCA’s work and activities, while also allowing for the delivery of timely information such as flood forecasts and warnings.

  • TRCA has an overriding interest in deciding what is communicated on behalf of the organization on its social media accounts.
  • Only designated Communications, Marketing and Events staff can schedule and distribute content to TRCA social media channels.
  • Content must be submitted through the Social Media Post Request form on the Staff Hub.
  • Content will be classified into the following categories: informational, promotional, and sensitive.
  • Where possible, content posted to official TRCA social media accounts should contain links directing users back to TRCA’s website for in-depth information, forms, documents or online services.
  • A high-quality image should be included with all requests.
Content should be developed specifically for each platform with the following considerations:
  • Facebook: Content posted to Facebook should always include a high-quality photo or video. Demographic and regional targeting should be employed when promoting content on Facebook’s advertising platform.
  • Instagram: Images posted to Instagram should be high-quality and a minimum of 520 x 520 pixels. Corresponding keywords and hashtags should be added to make the content discoverable and for reporting purposes.
  • LinkedIn: LinkedIn content should be posted to TRCA’s company page and may include brief written posts, images, and video, as well as presentations. Career opportunities should only be posted in the designated LinkedIn career slots at the discretion of the Human Resources division.
  • Twitter: Twitter allows tweets of up to 280 characters, as well as images and short videos. Twitter is ideal for timely content such as news, events, and updates related to TRCA activities.
  • YouTube: Videos posted to YouTube must be high-quality and ensure that TRCA’s brand is properly represented. A TRCA logo icon should be included in all content with a link back to TRCA’s website. Videos must adhere to AODA accessibility requirements and include text-based closed captioning.

While informational content such as flood notifications or media announcements are timely and should be scheduled and posted independently (not posted with other messaging), promotional content is primarily developed in advance as part of a social media campaign.

Content classified as sensitive carries a higher than usual reputational risk to the organization. All sensitive content distributed through social media channels requires the approval of the Senior Manager, Communications, Marketing and Events or designate.

All social media campaigns must be developed with the guidance of the Communications, Marketing and Events business unit. Social media campaigns typically are a component of larger, integrated communications efforts and are developed within communications plans structured around the SMART goal framework: Specific, Measurable, Attainable, Relevant and Timely.

Content posted to TRCA’s official social media accounts, as well as the configuration of the accounts themselves, are required to adhere to TRCA’s Visual Identity Guide.

TRCA Visual Identity Guide (PDF)

All content must adhere to TRCA’s official Social Media Policy and Guidelines. (This policy is currently pending approval.)