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The purpose of this research project is to identify best practices for a cross-institutional social media framework for the Humber College Institute of Technology and Advanced Learning in Toronto, Canada. Many individual schools, divisions and departments within the college actively deploy social media, but do so in a manner that that is not formally coordinated with the institution’s central marketing department, and furthermore, departmental use of tools such as Facebook, Twitter, Instagram and LinkedIn are not always tightly aligned with the institution’s digital communications strategy. A descriptive survey consisting of 20 closed-ended questions and one open-ended question was designed to capture current practices in social media governance and strategy within the higher education sector. This web-based survey was completed by social media managers at 336 higher education institutions located in six different countries: Canada, the United States, Australia, New Zealand, Ireland, and the United Kingdom. The resulting data was synthesized with a literature review in order to establish recommendations for a social media governance framework for Humber that will allow the polytechnic to maximize the impact of social media platforms in the service of its student recruitment and broader promotional and community engagement efforts. Keywords—social media best practices; social media governance; social media strategy; social media in higher

Best Practices for Social Media Governance and Strategy at the Humber College Institute of Technology and Advanced Learning