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City of Guelph Corporate Policy and Procedure
Corporate Policy and
Procedure
Policy
Social media governance
Category
Corporate
Authority
Strategic Communications and Community
Engagement
Related Policies
Media Relations Policy
Good Service Standards
Code of Conduct Policy
Mobile Device Usage Policy
Responsible Computing Policy
Approved By
Lisa Duarte, General Manager SCCE
Effective Date
Wednesday, May-01-2024
Revision Date
Friday, March-01-2024
Policy Statement
The City recognizes digital communications as a powerful way of sharing
information, listening, engaging others, collaborating, and providing customer
service, and that City social media channels are public forums. A strategic and
transparent approach to social media management and moderation is crucial to
building a respectful, inclusive, and safe online community.
The City of Guelph values online conversations and welcomes the opportunity to
build relationships with community groups, residents, immigrants, visitors,
businesses, potential investors, and other people interested in or impacted by the
City's work; these relationships help Guelph achieve its organizational and
community goals.
The City also expects some level of criticism and recognizes the value different
perspectives can offer. Online feedback creates an opportunity to listen and
respond to public opinion or correct misinformation and disinformation if and where
it exists. The City invites users to post, share, discuss and debate on its social
media channels while treating each other, City employees, and elected officials with
respect in accordance with the commenting guidelines. Individuals that post content
(including comments) that do not meet the City's social media commenting
guidelines may be muted, blocked, or banned.
Purpose
This policy outlines how the City will manage content posted on and to its social
media accounts and channels including why, when, and how the City deletes
content (its own or a user's) and/or mutes or blocks users from some or all its
social media channels. It also sets out the process for users to request their access
to the City's social media channels be reinstated.
Definitions
Administrator: staff assigned to manage one or more social accounts or channels
on behalf of the City; the administrator posts content, nurtures relationships among
fans or followers, and moderates comments in line with the City's social media
commenting guidelines. Administrators can hide or delete comments and mute,
block, or ban users.
Ban: restricts a user from posting to, reacting to, or messaging a social account or
channel; they can still see and share public content and @ mention the account in
their own posts.
Block: restricts a user from contacting an account.
Comment: a form of engagement in which a user replies to a social media post or
other user's comment.
Delete: erasing a comment from a post; this removes the comment for all users,
including the owner. Users are not notified that the comment has been deleted but
may, by looking, see that it has been removed.
Hide: blocking the community from seeing a comment except for the author and
their connections.
Mute: removing a user's content from being seen in a feed by social administrators
and others; the muted user can still see channel content and interact, but it will not
be visible to the account/channel owner or other fans/followers.
Owner: the entity that has ownership, control and policymaking authority over the
use of its social media accounts, channels and content. In this policy, owner means
the City of Guelph.
Post: any content (e.g., text, links, photo, video) shared on a social channel;
synonymous with Tweet.
Profile: the username or account under which a user posts content on or to social
media channels; it is the profile against which the City acts regardless of whether
the profile is managed by one or multiple users.
Tweet: see Post
User: an individual (under one or more usernames regardless of whether they post
in their own name, a pseudonym, or on behalf of a business or organization)
posting to, sharing with, discussing, or debating on a City-managed social media
channel (does not include City staff who are posting, sharing, discussing, or
debating in an official capacity; see Administrator).
Scope
This policy is limited to how the City will exercise its discretionary administrative
powers over content posted to or on City social media channels. The City is not
responsible for all social media content, particularly content posted to channels not
managed by the City. Social media platforms also enforce their own terms of
service which may override the City's discretion or the City's own rights over its
accounts. If the City does not administer it's social channels according to a
platform's own terms of service, the City's accounts could be further limited or
restricted by the platform itself.
This policy applies to any individual (e.g., City staff, elected official, vendor,
contractor, or community member) engaging through social media channels
managed by the City of Guelph.
Guelph's social media model
The City uses a hub and spoke model to administer and manage its online and
social media activities. Guelph.ca and the main City of Guelph social media
accounts (@cityofguelph) are the hubs, and accounts associated with departmental
programs and initiatives are the spokes.
Roles and responsibilities
Administrative access: administrative access to social media accounts for the
purpose of posting content to City channels and moderating or responding to
comments is granted solely by Strategic Communications and Community
Engagement (SCCE).
Employees needing administrative access to City social media accounts must sign
the Social Media Staff Agreement and complete necessary training assigned by
SCCE.
Advertising: administrators of City social media channels can advertise on the
channel they have administrative permission for. Advertising on @cityofguelph
channels must be placed by staff in SCCE unless administrator access is granted.
Approvals: administrators of City social media channels approve their own social
media content. SCCE will periodically audit channels to ensure content is in line with
the City's brand, style and tone.
Crisis/emergency response: SCCE is responsible for all City social media
channels when responding to a crisis/emergency the City is managing. Where
additional resources are needed, SCCE will leverage the support of approved
administrators. Only approved messages by SCCE are to be posted during a
crisis/emergency.
Customer service: all departments/staff with administrative access to City social
media channels are responsible for responding to customer service inquiries on the
channel(s) they manage. City staff in Customer Service and SCCE can assist when
dealing with difficult or controversial/contentious interactions. (Also see Posting,
monitoring and listening.)
Passwords: SCCE maintains a list of all City social media account passwords and
manages administrative access to these accounts.
Passwords are updated periodically at the discretion of SCCE and when a staff
member with administrative access leaves the organization (as informed by
Information Technology). Administrators of any social media channel needing to
reset a password must contact SCCE.
Posting, monitoring, and listening staff assigned as administrators of City social
media channels are responsible for posting content, and monitoring and listening to
conversations. Departments with approved City social media channels are
responsible for determining which positions include social media administration
duties and updating job descriptions and postings as needed. (Also see Customer
Service.)
Social media accounts: SCCE is responsible for approving and creating new social
media accounts in consultation with Information Technology.
Social media management tools: SCCE is responsible for researching and
recommending corporate tools and resources to support social media administration
in consultation with Information Technology and Customer Service.
Social media training: SCCE assigns and provides social media training to staff
assigned to administer City social media channels.
Social media monitoring standard
The City's social media administrators will respond to inquiries during regular
business hours; Monday to Friday 9 a.m. to 4 p.m. Administrators monitor social
media accounts throughout the day and acknowledge or respond to questions
within one business day.
Correcting and deleting City-issued posts
The City may correct or delete content posted by it's administrators as follows:
Correction: a correction will be made when the City wants to preserve the original
post but address an error such as a misspelling, typo or copy edit, or incorrect,
missing, or unclear information.
Deletion: a post will be deleted if the content should never have been posted in
the first place, e.g., the content was posted accidentally or too early, isn't in line
with the City's social media guidelines or corporate values, or the account was
hacked.
Violations of the City's social media commenting guidelines
The City's social media commenting guidelines are published on guelph.ca and the
City's social channels.
When a user posts a comment that violates these guidelines, an Administrator may
hide or delete the content and/or educate the user and, if the user continues to
violate guidelines, the City may, using a three-strike system, mute, block, or ban
(dependent on the management tools of the social platform) the user's profile.
When possible, Administrators will give users an opportunity to remove or edit
content that violates the guidelines. However, most content will be removed
without notice to protect the City's online community from harm or misinformation.
Reinstating a blocked, muted or banned profile to allow interaction
on City social channels
The City will consider reinstating access for a profile to interact on City social
channels upon written request from the user. The City will consider unmuting,
unblocking or unbanning profiles after a minimum of six months and on the
condition that the user agrees, in writing, to follow posted social media guidelines.
Violations by users of a previously muted, banned, or blocked profile
Profiles that were reinstated after being muted, blocked or banned for which a user
violates the terms agreed to as part of their reinstatement within 90 days of profile
reinstatement will be permanently blocked.
Social media governance procedures for administrators
Managing mistakes and missteps in content posted by the City
When a mistake happens, it will be acknowledged on the same feed where the
problem occurred and share what actions the City has taken in response. For
example, "Earlier we accidentally published a post that has since been deleted.
We're looking into how that happened and apologize for any confusion, concern
and/or harm the post may have caused."
Grammar mistakes
Straightforward grammar mistakes and typos can be corrected by simply correcting
the post. If the social platform does not allow the post to be corrected, the post can
be deleted and reposted provided it's caught right away (i.e., little time has passed
since posting and there are no comments on the post). If there are comments
already on the post, the Administrator will respond to the original post noting what
the correction is.
Accidental shares, hacks, and inaccurate posts
If a post is published too early, before being finalized (draft or placeholder post), or
has information that's incorrect, Administrators will take a screenshot of the post
for internal records and then delete it. The administrator will email the screenshot
of the post to SCCE at [email protected] with an explanation of the error,
any information about how it happened, and the action taken in response.
Administrators will acknowledge what happened on the same feed where the
problem occurred and share what actions the City has taken in response.
-
If something problematic has occurred because of the error (e.g., complaint,
media coverage), administrators will contact their leader and SCCE to
determine what follow-up or response is needed.
-
If there's any question about who posted something, passwords should be
updated and access to channels reviewed to ensure employees no longer
with the organization have been removed as administrators; contact SCCE.
-
Administrators will alert SCCE and Information Technology if a hack is
suspected.
Posts that offend or perpetuate harm
Despite best efforts, sometimes a post can cause unintended harm or offend a user,
for example, because of a failure to appreciate word origins or other meanings to
the language or image used. If someone identifies a post as harmful or offensive,
the Administrator will review the content and, where warranted, acknowledge the
offense, and apologize online before documenting the post (screenshot or photo),
deleting it, and reissuing the information more appropriately. The administrator will
email the screenshot of the deleted post to SCCE at [email protected]
with an explanation of the error, any information about how it happened, and the
action taken in response.
Administrators will acknowledge what happened on the same feed where the
problem occurred and share what actions the City has taken in response. For
example, "Earlier we published a post that wasn't in line with the City's
commitment to inclusiveness. We've deleted the post and sincerely apologize for
any harm the post caused. We're open to learning and committed to doing better.
Thank you to the user who shared their feedback with us."
If something problematic has occurred because of the error (e.g., complaint, media
coverage), administrators will contact their leader and SCCE to determine what
follow-up or response is needed.
Managing violations of the City's social media commenting
guidelines
The following outlines the escalating steps administrators will take to manage
violations of the City's social media commenting guidelines.
When a violation occurs, the administrator will contact SCCE before taking any
action to determine if this is a first, second or third violation.
First violation
1. The Administrator will take a photo or screenshot of the comment(s) showing
the user's username/profile and date of the comment and email it to
[email protected] along with information about the steps taken
(comment hidden or deleted and any response provided).
2. Where the platform allows a comment to be hidden, the Administrator will
respond to the user to advise them that their comment violates the City's posted
social media commenting guidelines and provide a link to the guidelines.
3. Otherwise, the comment will be deleted. If the user asks about the deletion
the Administrator should respond.
Response template (either scenario):
-
We keep the City's social media channels a safe place for discussion free of
[name violation e.g., language that is offensive to other users]. Comments
that violate our social media commenting guidelines as posted at
guelph.ca/social will be hidden or removed. You're welcome to repost a
comment following the guidelines to participate in this conversation.
-
SCCE will document the violation and store the photos and emails related to
the interaction in the department's files for a period of five (5) years from the
end of the calendar year the record was created in.
-
If the user of a profile with a documented first violation does not commit a
second violation of the guidelines from the same profile within 90 days of the
first violation, the City will consider the user's record clear, and any
subsequent violation of the City's social media commenting guidelines will be
treated as a first violation.
Second violation
1. The Administrator will take a photo or screenshot of the comment(s) showing
the user's username/profile and date of the comment and email it to
[email protected] along with information about the steps taken
(comment hidden or deleted and any response provided).
2. Where the platform allows a comment to be hidden, the Administrator will
respond to the user to advise them that:
-
their comment violates the City's posted social media commenting guidelines
and provide a link to the guidelines.
-
this is the second violation in 90 days and a third violation will result in
muted, banned, or blocked without further notice.
-
Otherwise, the comment will be deleted. If the user asks about the deletion
the Administrator should respond.
-
Response template (either scenario):
-
We keep the City's social media channels a safe place for discussion free of
[name violation e.g., language that is offensive to other users]. Comments
that violate our social media commenting guidelines as posted at
guelph.ca/social will be hidden or removed. You're welcome to repost a
comment following the guidelines to participate in this conversation.
-
SCCE will document the violation and store the photos and emails related to
the interaction in the department's files for a period of at least five (5) years
from the end of the calendar year the record was created in.
-
If a user of a profile with a documented second violation does not commit a
third violation of the guidelines within 90 days of the second violation, the
City will consider the user's record clear, and any subsequent violation of the
City's social media commenting guidelines will be treated as a first violation.
Third violation
1. The Administrator will take a photo or screenshot of the comment(s) showing
the user's username/profile and date of the comment, email it to
[email protected] and hide (where the platform allows) or delete the
comment.
2. SCCE will review the user's violations to determine whether to mute, ban, or
block the user as the platform allows. SCCE may consult other City departments
(e.g., Legal or Customer Service) to inform them of the decision and then
provide direction to the Administrator.
3. The Administrator will mute, block, or ban the user as the platform allows
and as directed by SCCE.
4. SCCE will document the violation, note the action taken, and store the photos
and emails related to the interaction in departmental files for a period of five (5)
years from the end of the calendar year the record was created in.
Single user violations across multiple profiles
Where an Administrator suspects that a user has created or is using one or more
profiles to avoid regulation of violations of the City's social media guidelines, the
Administrator will document any evidence available to them and contact SCCE to
review the information and determine next steps.
Process for reinstating access to interact on City social channels
1. After a minimum six (6) month period of being muted, blocked, or banned, a
user can submit a request for reinstated access to interact on City social
channels by emailing [email protected]. The user must include the
social channels and associated profiles they are requesting for reinstatement of.
2. SCCE will confirm whether the profile is currently muted, blocked, or banned
from social channels.
3. Upon confirmation of the profile status, SCCE will respond to the user,
provide the social media guidelines (by link or attachment) and ask them to:
-
review the social media commenting guidelines, and
-
agree (in writing via email) to follow the posted social media commenting
guidelines.
4. Once the City has agreement from the individual to follow the City's social
media commenting guidelines, the users profiles will be reinstated on applicable
social media channels as requested by the user.
5. SCCE will document and save all communication with the user in
departmental files and update the user's status in the records.
6. Documentation related to the user's violations and reinstatement will be
stored for a period of five (5) years from the end of the calendar year the record
was created in.
Social media posting and commenting guidelines
The City invites people impacted by and interested in our work to post, share,
discuss and debate the subjects of City posts on its social channels with the City
and each other while treating each other with respect.
The City will not tolerate posts or comments that:
-
are unrelated to City services, programs, or projects or to the subject of the
post the comment was made on, or are unintelligible or irrelevant
-
are targeted at an individual (including City staff or a representative of the
City) or are profane (including inappropriate language), hateful or
defamatory, insulting, rude, abusive, aggressive, or violent
-
promote, foster, or perpetuate any form of discrimination
-
contain content of a sexual nature or links to such content
-
conduct or encourage illegal activity
-
are aimed at soliciting business or for marketing purposes
-
contain spam
-
invade the privacy of others, e.g., share information about any identifiable
individual including photographs of, information about, or views and opinions
of that individual
-
could compromise public safety, security, or City operations, including
comments that contain misinformation or disinformation
-
violate a legal ownership interest of any other party
-
impersonate or misrepresent someone else, including public figures, City
staff, or City officials
-
do not add to the normal flow of conversation, dialogue, or debate
The City of Guelph is not responsible for any use of City content or materials by
other users.
These guidelines are used in conjunction with the City of Guelph's Social Media
Framework.
The above guidelines are posted on guelph.ca as well as on each social media
channel.
Related policies, guidelines, and information
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Social media guidelines for elected officials
-
Social media commenting guidelines (community)
-
Media Relations Policy
-
Access and Privacy Policy