Social Media Strategy Template

  1. Define your objectives

    List the primary objectives you hope to accomplish with the creation of your social media presence. (Are you trying to highlight news stories, staff accomplishments or promote events?)

  2. Define your audience

    Whom are you trying to reach through social media? Connect your audience with your goals to ensure you're engaging the best stakeholders to meet your community engagement objectives.

  3. Content Strategy

    From where are you going to pull content? Is it content that has been created within your area or from an outside source? Is the content appropriate, based on your objectives and audiences?

  4. Networks

    Identify the specific social media networks you will use to promote stories and engage with your audience.

  5. Staff and Training

    As you define the strategy for your social media presences, you will need to dedicate staff resources to maintain your presence and your content. It is necessary to post on a consistent basis and monitor the posts and comments.

    Do you have staff dedicated to social media? How many hours per week can they dedicate? Have they been trained on how to post and oversee each social media presence you have?

    For additional discussion or clarification, please contact, within the Office of Marketing and Media, so they can share the resources required to manage central social media efforts and examples from selected units experiencing success.

  6. Monitoring, and moderating, comments

    Successful social media engagement is predicated on interaction. Comments are a main source of that interaction. By accepting comments on your site, you encourage audience participation and interaction, thus making your site more appealing and valuable. However, not all audience action is positive and moderation is necessary to protect your site from inappropriate comments. Comments containing vulgarity, attacks on any individual or group, and spam should not be tolerated.

    How will you monitor comments? Are you staffed appropriately to handle?

  7. Measuring Success

    Determine how you plan to measure your site's success. Each social network has its own reporting tools, but look for other tangible measurements such as increased Web traffic or posted stories.

    Identify specific metrics you will be viewing to determine your social media success (e.g., fan/follower count or engagement). What will determine a successful presence for your group?

  8. Approval

    Per the University Social Media Policy you must secure the approval of the appropriate administrative leader in your college, school, department or group (e.g., vice president, vice chancellor, vice provost, dean, etc.) and you must notify the appropriate Campus Authority, designated in the University Social Media Policy, of your plans.

    Be sure to share this strategy document and discuss your plans for a social media presence with your group.

  9. Register your social media presence

    Per the University Social Media Policy you must register each social media presence that your group maintains. To register your presence, use the Social Media registration form on the Marketing & Media intranet. You will need to use the login form in the left sidebar of the intranet in order to view the form.

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