Social Media Strategy
This Guide to Social Media has been created to help you develop strategies for University-sponsored social media as well as create campus-wide partnerships among those who oversee each social media presence. Following the guide will help ensure consistent messaging and branding, and offer guidance on how to monitor and maintain engaging University-sponsored social media.
This guide will be a dynamic document. As social media evolves and new social media networks are utilized at the University, the guide will be updated, though the core tenets of strategy and best practices will remain and should be observed when creating University-sponsored social media.
Here is our list of topics to consider while implementing your University-sponsored social media strategy:
Defining 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 or staff accomplishments, promote events, etc.?
Defining 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.
From where are you going to pull content? Is it content that has been created within your area or is it from an outside source? Is the content appropriate, based on your objectives and audiences?
Identify the specific social media networks you will use to promote stories and engage with your audience.
Staffing 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 on this topic, please contact firstname.lastname@example.org, within the Office of Marketing and Media. M&M staff can share resources required to manage central social media efforts and examples from selected units that are experiencing success.
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/or spam should not be tolerated.
How will you monitor comments? Are you staffed appropriately to handle this critical task?
Determine how you plan to measure the success of your site. Each social network has its own reporting tools, but you should 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?
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.). You must also notify the appropriate campus authority, who is designated in the University Social Media Policy, of your plans.
Be sure to share the University's strategy document and discuss your plans for a social media presence with your group.