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Social media

What content we publish and don't publish on our social media channels and how we decide this.

What we publish

Social media invites comment and interaction. Therefore, the content we post on social media must be suitable for the particular channel (eg LinkedIn versus Facebook).

Each platform has its own unique audience and style of communication, so we tailor our activity to suit what’s expected.

For some posts, it’s as simple as rewriting and repurposing content, changing the tone of voice or adding images or video, to make it more appropriate for a specific channel.

For others it’s knowing that the topic/or area of content is not relevant for that channel.


Twitter is for trends and topics that influence our industry and position TPR as the authority in workplace pensions. It showcases how we interact with influencers by engaging in real time conversations and building advocacy.

View our Twitter feed


Linkedin is for connecting on a professional level and for positioning TPR as the authority in workplace pensions as well as an inspirational place to work.

LinkedIn showcase pages

Showcase Pages are specific topic pages that sit off the main TPR company page and allow us to promote specific products to a specific audience.

LinkedIn group page

LinkedIn Groups provide a place for professionals in the same industry or with similar interests to share their insights and experiences, ask for guidance, and build valuable connections.

View our LinkedIn pages


Facebook is for engaging, educational bite sized content to inform individuals of the joint objectives of TPR and other government bodies, such as workplace pension responsibilities and how they can save safely for retirement.

View our Facebook page

Content will be posted on social channels if it:

  • tells a story – with visuals and/or copy
  • keeps a consistent tone of voice and image style
  • is simple. If the image does not sell the story or convey the message on its own, it has not worked.
  • is repurposed or created specifically for the channel.

What we don't publish

Content will not be posted on social channels if it:

  • is not in the right format for the channel eg for twitter within the character limited or constraints within the image size
  • is not relevant to the audience on that channel
  • is more suited to either the website channel or the elearning channels 

How we decide what to publish

The example below provides shows user expectations, types of content and the channel they are likely to use to meet their need.


User needs/expectations


As a Trustee

I need to know what is expected

So that x

Channel: LinkedIn

User needs/expectations

Goal: find out what TPR are saying about x

As a journalist

I need to x

So that x

Channel: Twitter

User needs/expectations

Goal: realise that I have a duty to complete x

As an individual who owns a small business

I need to x

So that x

Channel: Facebook