While Marketing is often responsible for an institution’s primary social media accounts, it’s important to partner with owners of accounts in other departments, faculties and programs and go beyond listing them in a directory. A collaborative approach to social media can help increase engagement, build lasting relationships with stakeholders, uphold the institution’s reputation and keep branding consistent.

Sheridan College conceived its first-ever social media policy with this in mind; affiliated accounts are not only agreeing to operate within institutional guidelines around social media use, but they become part of a Social Media Partners network and receive ongoing support, training and resources. In addition to employee-focused social media initiatives, a Social Community Leader program was created for students, by students, to give them a voice on our institutional channels. These efforts have proved successful at Sheridan and can be replicated by other colleges and universities looking to elevate their social media game.