Social Media Channels                                                                                                                                                                                                                                                                                                           

YI LogoInnovation, Science and Economic Development Canada’s Youth Internships Program (YIP) 2016 – 2017

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Social Media Channels


Social Media Channel Survey from five organizations


Content Strategy

  • Confirm posts are appropriate for all ages.
  • Raise awareness of news within the community.
  • Promote events and shares.
  • Share social photos/videos of members, communities and events.
  • Share content from other pages and accounts which relates to relevant topics and information in the community



Maximize out reach to inform the public about news, events and resources available to them in the community and increase traffic and interaction on all forms of social media. The goal is to use social media to reach new audiences and to engage with followers to enhance a sense of community online.


"Example Goals"

  • Gain 200 Instagram followers by the end of March.
  • Gain 100 Facebook followers by end of March.
  • 80% engagement with Facebook posts each month.
  • 85% engagement with Twitter posts each month.
  • Develop and maintain a consistent posting schedule for each platform thatwill result in the highest organic reach possible.



Choosing the best channels were based on which majority of the demographic use most, accessible presentation of information and ease of use. All these channels can be viewed on web browsers or using phone applications on smartphones.

Twitter makes for a great forum for promotion and immediate postings for short messages. Using twitter to "tweet" instant news and live events for followers.

Facebook is the largest social network with the highest number of online users. Using Facebook to post news, events, group events, photos, videos and "live" videos. Facebook allows interactions with members or followers by being there to answer questions and start discussions.

Instagram is one of most popular social networking platform which allows users to share photos and videos and interact with other users (or followers). Using #hashtags to publicly share and allow all users to view your postings. The new feature “Instagram Stories” and “Live Stories” is similar to Snapchat with the purpose of storytelling, sharing behind-the-scenes and exclusive content, and engaging and interacting directly with your followers.

Youtube is a great platform for sharing promotional video content and can be shared and viewed on other social media channels.

Pinterest is an online bulletin board or platform that allows users to view photos for inspirations. Using this platform to share visually appealing content that links to your website or other social media channels for more information.


Canadian Social Media Monitor 2016


Insights West’s Canadian Social Media Monitor highlights for Canadian Marketers key trends in the social media landscape. This year's study aims to uncover trends in:

  • Usage – Consumer usage of social media channels.
  • Gainers/Loser – Which social media is gaining momentum and which ones are losing ground.
  • Demographics – Demographic differences in social platform usage.
  • Interactions – Consumer preferences for digital interactions with companies.

Results are based on an online study conducted from March 7 to March 10, 2016, among a representative sample o f1,049 Canadian adults. The data has been statistically weighted according to Canadian census figures for age, gender and region. The margin of error–which measures sample variability–is +/- 3.0 percentage points.


Posting Practices:



  • Facebook: time of day - 12-7pm; Frequency: 1-2 times a day.
  • Twitter: time of day - 10-6 pm; Frequency: 2-3 times a day.
  • Instagram: time of day - 9-5 pm; Frequency 1-2 times a day.

Postings are based on which times during the day followers or users would be online or likely to be online. Start by doing "test" posts to figure out activities by users or follower. Using statistical data gathered to determine the busiest times users or followers will be actively online. Social media management tools such as Hootsuite or Sprout can be used to gather statistical data.


The following graphs are examples from Parry Sound Public Library based on the activities from Facebook and Instagram.

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