Measurable goals set the foundation for a strong social media strategy.Image Source:http://2wheelsdown.wordpress.com/2010/02/27/my-first-brick/
Goal-Setting• What do you hope to accomplish?• What audience to you hope to reach?• What kind of community do you want to build?• What results can you hope to achieve?• Can these results be quantified?• How will you know when you’ve been successful?
“ We want UM-Flint’s social networks to be online communities, where not only the content—but the experience itself—reinforces our brand. At the University of Michigan-Flint, everyone matters.
UM-Flint’s Goals1. Grow the university’s online communities within in-use and new social networks.2. Increase engagement and participation within these communities.
Choosing Channels• Which social networks will best help you reach your goals?• Which is preferred or most-used among your target audience?• Which networks will best allow you to connect with your potential community?
Concentrate your efforts first where your audience already lives— make the relationship barrier-free.Image Source:http://www.njpsfence.com/
Concentrate onwhat you cando well. Image Source: http://www.matsugov.us/planning/index.php
“ Because the university is already engaged on Facebook, Twitter, YouTube, Flickr, and Foursquare, we are not in a position to choose channels from scratch. Instead, our choices concern the channels on which to focus our energy.
Find Your Data• Published research• Your own research• Your own experience• Your established communities• Your colleagues
Evaluation• What metrics will measure your success?• Is your content reaching your audience?• Is your messaging effective?• Is your community engaged?• Have your goals been reached?
“ Our goal is to identify trends for what works (or doesn’t) over time. Comparative reports will be compiled on a quarterly basis.
Some ExamplesFacebook• Percentage of growth per quarter in: total likes, people talking about this, and total reach• Most and least successful content per quarter using post-level data categorized by content typeTwitter• Percentage of growth per quarter in: total followers, interactions (mentions and retweets)• Most consumed content per quarter using click- through and share rates
What doessuccess looklike? Image Source: http://memeorama.com/exploitables/success-kid-meme- template-blank/
Adaptation• What is most successful?• Are you making progress toward your goal?• Is your goal still relevant to your community?• Is your community still the same?• Where can/should you adjust your methods?
Your Communities• Communities build themselves.• Communities change over time.• Demographics may change.• Behavior may change.
Social Media Strategy Goals Evaluate Channels Measure Content
Resources• Noel-Levitz Higher Education• Meet Content Web Professionals• EDUniverse • uwebd• FollowEDU • .eduGuru• BlogHighEd • “The community <3”• Higher Ed Live• Link: The Journal of