Social media explained
- Facebook: I like donuts - : ) feeling full
- Instagram: Here’s a vintage photo of my donut
- LinkedIn: My skills include eating donuts
- Pinterest: The best donut recipe ever!
- Snapchat: Eating a donut in less than 10 seconds
- Twitter: I’m eating a #donut
- YouTube: Watch me eat and enjoy a donut
- Avatar: Image or username that represents a person online
- Engage: Attracting a user’s attention and actively involving them in a conversation
- Follower: A person who subscribes to your account in order to receive your updates
- Handle: Term used to describe someone’s username
- Hashtag: #Symbol used to categorize information and make it easily searchable for users
- Mention: Instance in which a user includes someone else’s @username in their tweet or post to attribute a piece of content or start a discussion
- Tag: Allows users to create a link back to the profile of the person shown in the picture or update
- Troll: A person who is known for creating controversy in an online setting
- Current students
- Recent alumni
- Current students
- Key constituents
- Instagram & Snapchat
- Current students
- Prospective students
- Some of our highest engagement rates come from these platforms
- Primary channel used to house videos
- YouTube is the second-largest search engine
- Primary channel used to house photos
- Prospective students (and their parents)
- Prospective faculty
- Great way to promote and share the work you are doing
- Student and faculty engagement
- Community engagement
- U.S. News & World Report peer ranking
- Connection with donors, legislative officials and other key constituents
- No gatekeepers
Prepare a plan
- Who is your audience?
- What do you want to accomplish through social media?
- How do you want your audience to respond?
- Have you integrated social media into your larger communications plan?
- Which social media platform is right for your department?
- Do you have a plan of action for monitoring and moderating conversations on your social media page, positive or negative?
- Attend University-required accessibility training
- Review your website content– is it up to date?
- Reach out to the communications team
- The team will help you understand policies, processes and best practices
- They'll provide helpful tips and training, and help to monitor problems or glitches
- Work with communications team to ensure:
- Appropriate account administrators
- Appropriate branding, including consistency in account name, profile and other account information
- Connect new accounts to main accounts
- Follow College, unit and department accounts
- Mention them in profiles, about information, posts
- Assign an individual(s) the duty of maintaining that unit’s respective social media presence
- Develop content
- All content should relate directly to College business, programs and/or services.
- Content posted by administrators should not promote individual opinions or causes that are not directly related
to College purposes.
- Assign an individual(s) to track usage
- Tracking is essential to determine success
- Most platforms make tracking usage easy
- An example is Facebook’s Insights feature
- Establish a process to track usage, and use metrics to measure your success in achieving your goals
Step 1 | Listen
- Choose your platform(s)
- Follow areas of interest
- Industry thought leaders and hashtags
- Sports teams
Step 2 | Establish a social media strategy and your social rules of engagement
- What would your goals and objectives be for using social media?
- Who is on your social team and how can/will they help?
- How will you address issues, negativity, student communication, institutional politics, etc.?
- Ask yourself: What am I hoping to achieve?
Step 3 | Decide on your social media approach
- What model will you use for content creation?
- What style/tone/voice will your social presence take?
Step 4 | “Put a ring on it”
- Commit to managing your account and to active engagement
- Don’t forget to put the social in social media
- Don’t forget it’s a two-way conversation
Step 5 | Accessibility
- Make your content as accessible as possible within each platform
- Social media accessibility cheat sheet
Step 6 | Evaluate and Adapt
- Regularly assess what’s working and what’s not
- Adapt accordingly
- Social media isn’t for everyone. With openness comes risk.
- Complete a cost-benefit analysis
- Decide what you would be most comfortable with
Dos & Don'ts
- Know what you want to do and pick platforms that highlight your goals
- Create an identity and be consistent
- Remember, you are/will be an “expert”
- Choose 2-3 platforms and do them well
- Mix professional and personal
- Schedule content
- Have fun and be you
Don't be afraid to
- Take a break and refocus
- Try out other platforms
- Play with apps that complement a platform
- Share the responsibility with others
- Ask for help
- Try something new and different
- “Steal” ideas from other people
- Boost a post
- Thank or recognize others as needed (especially sponsors/donors)
What doesn't work
- Taking on all platforms
- Expecting others to think your work is as important as you do
- Ignoring problems and/or comments
- Trying to be nice and respectful to everyone
- Trying to make everyone happy
- Shared content posting responsibility can be tricky – have a plan