Social Media Guide

The City of Winnipeg's Social Media Guide is a resource on how to write for social media. It will also give you tips on how to choose the right social media platform(s) to reach your intended audience.

It's meant for those who write on behalf of the City.

Social media use at the City

Social media platforms help us communicate with residents without relying on traditional media.

We use it to increase awareness about our programs, initiatives, and services. We also use it to share important, timely, and emergent information with residents.

Our 311 customer service representatives also use social media to interact with residents. They answer questions from residents and submit service requests on their behalf.

Listing of the City's social media accounts

Social media platforms

Facebook

Organic (unpaid) content

Organic posts (unpaid) on Facebook allow you to share important information with your followers. 

On average, organic posts do not hit a large audience unless shared often by your followers.

But don't repost the same content repeatedly to try to reach more of your followers.

While your message may be important and timely, repeating the same message 12 times in a row on your page is not effective and may drive followers away.

Remember that varied content is more enjoyable for your followers, and may help you attract new ones.

Promoted or boosted content

Paying to promote or boost a Facebook post greatly increases the number of users who see your post.

Boosting ensures your post will reach a larger segment of your existing followers, while promoting (buying an advertisement) will extend the reach of your post beyond your existing followers.

Paid posts are valuable when communicating important information that affects all Winnipeggers.

Paid posts allow you to be more strategic and offer insight and metrics, allowing you to measure the success of your post.

They offer a good reach for minimal cost, and are a good option to complement an integrated communications/marketing campaign that includes traditional forms of media (print ads, television ads, etc.).

You can also use paid posts to target specific audiences based on areas of the city, gender, language, interests, etc. 

While paid posts outperform organic posts, organic posts allow you to maintain more authentic interactions with your followers and are essential for brand identity – it’s encouraged to use a mix of organic and paid ads as part of a social media plan.

Where possible, avoid using images with text. If your graphic requires text, limit the text to a short and concise

headline. This allows its corresponding French translated graphic to also be short and concise. Additional information can be included in the body of the post.

It’s also important to note that Facebook’s parent company owns Instagram – promoted content (not boosted) on Facebook will appear on Instagram, extending the reach of your post.

Facebook events

We host a variety of public events throughout the year. It’s important to add events to Facebook’s events calendar function, rather than posting frequent or daily reminders of impending events in your news feed as it clutters the real estate on the Facebook page.

It’s suggested that you draft a social media plan with a variety of posts – including organic, paid (if possible), and post in the event calendar, as applicable.

Use Facebook to:

• Share general awareness posts with an image, graphic, or video
• Promote/advertise City services
• Target posts to specific audiences
• Promote upcoming events using the newsfeed and/or events calendar function
• Share our own, original content

Avoid using Facebook to:

• Share operational updates; consider using the platform X if you’re sharing timely information about an emergent issue, and advise your Facebook followers to get up-to-date information there instead
• Re-post content for exposure; consider boosting a post, promoting with a Facebook ad, or posting to the event calendar instead
• Re-post video content for exposure; if gaining exposure is your objective, boost the original post – re-posting a video makes it very hard to track metrics to determine the video’s success
• Share multiple posts with virtually identical content; consider a combination of organic and paid posts to reduce the amount of content being posted, which is potentially overwhelming and driving followers away
• Share third-party content (including memes) that is not related to, or only loosely related to, a City program or service
• Link to a news release; if you have important information to share with members of the public, it shouldn’t simply live in a news release – create and link to website content when possible

Key takeaway for Facebook

Resist the urge to blanket Facebook with inefficient, repetitive organic posts; make full use of the tools this platform offers, including audience targeting.

X (formerly known as Twitter)

X is best used to share important, timely information with your followers. With a maximum character count of 280, messages need to be brief and impactful.

It's recommended that you send no more than five or six X posts a day per account.

Using a hashtag is a great way to help expand the reach of  an X post and help grow your follower base.

Using an image, graphic, or gif is attention-grabbing. Adding a visual component can double the rate of engagement compared to an X post without one.

While much of the content shared on X is organic, there are benefits to paying for advertisements on the platform.

Generally, paid posts are worthwhile when communicating important information that affects all Winnipeggers. Paid posts can also be geo-targeted by region.

Adding X to your integrated communications/marketing campaign is important, as it can be used to cross-promote content.

X posts as a source of news

Keep in mind, your X posts are newsworthy.

Don't always rely on news releases to get an important, timely message to members of the media and residents.  This is especially true in emergencies, where it's typically quicker and more efficient to get urgent information out to a large audience rather than using a news release.

This also applies to non-emergencies. Often, reporters will report on information we share via X, and may use our content for their own media stories and articles.

But…that also means that a social media mis-step can also be newsworthy. That's why it's important to follow the guidelines outlined in this document.

Use X to:

• Share general awareness posts with an image, graphic, or gif
• Share actionable, urgent, and timely information
• Share important operational updates
• Share our own, original content

Avoid using X to:

• Re-post content for exposure; consider paying for targeted impressions instead
• Link to a news release; if you have important information to share with members of the public, it shouldn’t simply live in a news release – create and link to website content if possible
• Share third-party content (including memes) that does not relate back to a City program or service

Instagram

Instagram is a social media platform you can use to share visual content with your followers. Its features can help you connect with residents in creative and engaging ways.

Instagram Reels

Instagram Reels lets you post a series of photos, graphics, or short videos centered around a topic.

It's a very interactive way to connect with your followers.

For instance, you can use it to educate your followers, to ask them questions, link to other content, or ask them to weigh in by filling out a poll.  

Use Instagram to:

• Engage with residents using images and videos
• Show the best of our City programs and services by choosing the most visually appealing photos
• Share general awareness posts with an image or short video clip
• Share video teaser clips, driving users to view the full video on your website

Avoid using Instagram to:

• Share poster-type graphics; consider a photo with short text overlay instead
• Share actionable, urgent, and timely information
• Share important operational updates

Key takeaway for Instagram

Be creative – there are many practical tools that allow you to engage with residents organically in a more impactful way than other platforms.

Our City, Our Stories

In a shrinking traditional media landscape, Our City, Our Stories allows us to get our stories out, unfiltered and ahead of news outlets.

It provides an opportunity for us to go beyond a news release or a newspaper headline and allows us to:

• Provide a behind the scenes look at our operations
• Profile civic initiatives
• Highlight awards and accomplishments

Our City, Our Stories is above all a platform that allows us to talk about issues that wouldn’t necessarily be covered by news outlets, making use of videos, images, and graphics.

Use Our City, Our Stories to:

• Provide colour to City operations
• Profile civic initiatives, awards, departments, and employees

Avoid using Our City, Our Stories to:

• Repeat content from a news release; for instance, if we issued news release on a Residential Parking Ban, a feature could profile a snow plow operator instead – go beyond the headline
• Share actionable, urgent and timely information
• Share important operational updates

Key takeaway for Our City, Our Stories

What you think may be mundane, could be very interesting to residents; consider using the platform to provide a behind-the-scenes look at City operations.

LinkedIn

While the job posting site is primarily used for exactly that purpose, LinkedIn is an important platform we use to raise awareness about civic services and departments, and promote awards received and employee accomplishments.

Content posted on LinkedIn typically flows from Our City, Our Stories.

Use LinkedIn to:

• Profile department accomplishments
• Recognize employees
• Profile awards received

Avoid using LinkedIn to:

• Share news releases
• Share actionable, urgent and timely information
• Share important operational updates

Key takeaway for LinkedIn

Consider using the platform to profile your department’s key accomplishments and awards received by your employees.

Google AdWords

While not a social media platform, Google AdWords online advertising pairs well with communications/marketing

campaigns. The online advertising platform allows us to reach individuals who may not be on social media, or those that use it infrequently.

Google AdWords can help drive individuals to a webpage by displaying your ad/link at the top of a Google search (based on search terms and geographic location).

As an example, to drive registrations for Leisure Guide programs, the Community Services Department may pay for ads based on certain terms, such as “Winnipeg winter activities.” If a user types these terms, one of the first search results displayed will be an advertisement for the Leisure Guide.

YouTube

YouTube is a video hosting and streaming site.

You can create playlists and categorize videos by department or topic.  It offers complete accessibility, including closed captioning, and visual descriptions. 

We also use YouTube for  recording and streaming live events, like media announcements and public forums.

Owned by Google, YouTube has similar advertising functionalities. By paying for search terms, your video will display higher in the search results.

There are options for skippable and non-skippable ads as well.

What platform(s) should I use?

• Is it an actionable message (those with a call to action)?
  Consider X or paid advertisements.
• Are you sharing general information with an image?
  Consider Instagram, Facebook, and/or X
• Are you sharing general information with a video?
  Consider all platforms, but keep in mind the optimal video length/runtime
• Are you sharing information about City services, departments, awards, etc.?
  Consider Facebook and/or Our City, Our Stories and LinkedIn
• Are you seeking to engage with residents?
  Consider Instagram
• Are you announcing an event or sharing event details?
  Consider Facebook
• Is your target audience on social media?
  If not, consider using Google AdWords
• Do you have a budget?
  If yes, consider using paid advertisements; if not, focus on organic content

Be strategic; the aforementioned questions are just a few considerations you should keep in mind when developing your materials.

Social media campaigns

Can you use multiple platforms simultaneously? Yes.

Creating an integrated, multi-platform social media campaign can be very effective. Make sure that you tailor the content specifically to the platforms you’re using.

Trends show a move towards long-form captions on social media, especially Instagram. The change is driven by:

• Increased Engagement: Long-form captions, particularly those around 1,000 characters, have shown higher engagement rates compared to shorter ones.
• Keyword Optimization: With Instagram's new keyword search feature, long-form captions with optimized keywords enhance post discoverability similarly to SEO practices.
• Balanced Hashtag Use: While hashtags categorize posts, a balanced use of about 3 to 5 relevant hashtags per post is now seen as more effective.

The suggestion is to focus on crafting engaging long-form captions with relevant keywords while moderating hashtag use to align with current social media trends for better engagement and post discoverability. 

Tagging

Create a tag in the ‘Tags’ section of the outgoing post when publishing organic content through Hootsuite. Tagging allows content to be categorized so it can be filtered at a later date.

We use tags to help analyze campaigns across various platforms. Tags should be included in the social media plan prior to posting. Please consult the Social Media Plan template for tagging guidelines.

Hashtags

Use hashtags to categorize posts to make it easy for your followers to view all posts related to that hashtag.

For campaigns, use the key message or headline of that campaign to inform the hashtag.

To improve accessibility, capitalize the first letter of each word in your hashtag to make it more legible to screen reader software.

Whenever possible, use ‘WPG’ in the hashtag so those posts can be categorized with other Winnipeg-related posts.

One-off posts that do not exist within a campaign may not need hashtags.

Before you create a hashtag, it's important to check to see if one already exists. To check if one already exists, type the hashtag you want to look up in X's search bar (including the # symbol) and look at the results.

If one already exists, ensure it is a good fit for your content. For instance, a hashtag that uses an acronym from your campaign may already be in use for an unrelated topic tied to another brand.

Writing for social media

Voice & tone

The City’s voice is its identity – it’s a reflection of our brand. As such, it is important that social media content be consistent across all platforms, regardless of who is drafting the content.

When writing for social media it is important to communicate clearly using plain language, and be personable with a focus on being knowledgeable and helpful.

When writing for social media, follow these tips to help ensure a consistent voice and tone:

• Use plain language
• Avoid formal writing – while you need to maintain a professional voice, it doesn’t mean it needs to be formal
• Do not refer to yourself in the third person – don’t say things like “The City of Winnipeg is…” or “@cityofwinnipeg is…”; instead, use “we,” “our,” etc.
• Avoid using crass humour
• Avoid overusing exclamation marks
• Avoid saying "click here." Use a descriptive call to action instead

Plain language

The City has a Plain Language Policy which guides writers on the use of suitable language in public-facing written materials to help ensure the intended audience can understand what is written, be better informed, and act on important information and participate.

Social media content is intended for members of the public. That means content must be written at a grade 8 reading level or lower.

When writing for social media, remember to:

• Use familiar words
• Use short sentences
• Use short paragraphs (as applicable)
• Use the active voice – use verbs, action words
• Avoid industry jargon, unfamiliar terms, and technical language
• Avoid acronyms & abbreviations

Using French

Translation requirements

Public-facing materials, including social media, must be translated into French when:

• It's an initiative in the Riel District (St. Boniface; St. Vital; St. Norbert - Seine River; portions of Transcona)
• It's an initiative with city-wide implications

It's recommended you provide two weeks for translation.

In many cases, there is no cost to translate materials.

For clarity, advice, and guidance about translation, contact Nicole Young, Manager of French Language Services, by email at nyoung@winnipeg.ca.

To request translation, contact city-translation@winnipeg.ca with:

• Deadline (date and time)
• Contact person and phone number
• Account number if applicable

Best practice

Try to combine French and English into one post, using a bilingual image or graphic when possible.

For paid ads, each language will be separate.

Visual guidelines

Use of images

Photography used in social media posts must be dynamic and aesthetically pleasing.

When selecting photography, be sensitive to the overall composition, lighting, and perspective. Photos that incorporate natural lighting, a balanced use of space, or an interesting perspective are ideal.

Avoid photos that are too posed, contrived, or static.

Remember to avoid text on images — leave the content to run in the post or ad.

Oftentimes, it is difficult to get a photograph that represents a specific service area. For instance, a photograph of a carbon monoxide detector may not resonate with the user in the same way a graphic would. The Marketing & Branding Division can assist in developing custom graphics.

General guidelines for video production

Though Facebook has no time limit to video length, we recommend videos run 60 to 90 seconds. X has a limit of two minutes and twenty seconds. Depending on the intended usage, Instagram has different limits: 60 seconds for Profiles, 15 seconds for Stories, and 60 minutes for Lives.

Most users have a short attention span when browsing through their feeds and 60 to 90 seconds is considered optimal to convey a message or tell a story without losing interest. To grab the viewer’s attention, begin with a captivating visual, provocative question or bold statement.

Be sure to provide the script, as well as video descriptions, when submitting your videos to allow for subtitles. In addition to our accessibility requirements, this is helpful for users who run videos without sound. When recording be sure the spokespeople introduce themselves. This helps users with low vision distinguish between different voices.

For in-stream videos, most platforms auto-generate captions. In order to ensure complete accuracy, there is a setting available to review the auto-generated captions before they publish.

Brand standards

The City's brand is our residents' perception of who we are, who we represent, and what we do. It is important to present the City’s brand consistently across all departments, divisions, offices, and special operating agencies to build strength and trust in the services we provide to residents.

The City of Winnipeg Brand Manual provides usage guidelines for the logo, colours, fonts, photography, and other brand elements. It also includes examples of different layouts and how the brand elements can be applied.

For more information on the City’s brand standards and to view the manual, see citynet/brandstandards

For clarity, advice, and guidance related to visual identity standards, video production, and use of images and graphics, contact Kristen McLure, Manager of Marketing & Branding, by email at kristenmclure@winnipeg.ca.

Accessibility standards

Social media posts must meet accessibility standards, including the use of hashtags, captions, and alt text.

Alternative (Alt) text

The purpose of alt text is to communicate the content of an image to people who can’t see it. When screen reader software encounters an image with alt text, it announces the image and reads out the alt text.

Alt text has a secondary purpose, too: it can help ensure that the image you’ve selected communicates your intended purpose, which can help improve the overall quality of your content.

Alt text description fields are available on Facebook, X, Instagram, and LinkedIn.

Best practice

Alt text should be accurate and equivalent in presenting the same content and function of the image. As such, avoid starting your alt text with “image of…” or “photo of…”; rather, focus on describing what makes the image meaningful to your message.

If your image is purely decorative and doesn’t add substance, value, or context, to your message, it does not need alt text.

Generally, it’s recommended that you avoid using text in your image. If you do have text in your image, transcribe it as part of your description, unless it repeats the message in your post (it’s redundant!).

Write the alt text in plain language, and keep the explanation brief – typically no more than a few words are necessary, and never more than 125 characters.

For more information, please consult the Accessibility Standard for Customer Service on Citynet at citynet/accessibilitystandards as well as citynet/webstandards for web standards.

More information

For clarity, advice, and guidance related to the guidelines contained within this guide, contact David Driedger, Manager of Corporate Communications, by email at ddriedger@winnipeg.ca or Kristen McLure, Manager of Marketing & Branding, by email at kristenmclure@winnipeg.ca.