Social Media Strategy in Higher EducationStephanie HatchSocial Media and Email Marketing SpecialistMIT Communication Produ...
ObjectivesHow to frame a social media strategyHow to use effectively what little time you have                            ...
Strategy•What is your department’s mission?                                      Communication Production Services
Strategy•How do your current communications reflect your mission?                                  Communication Production...
Benefits of having a social media strategy • Improved efficiency and effectiveness   (save time and energy) • Reach goals; p...
What are priorities? (example)Priorities:• Students are emotionally & mentally healthy (more self-confidence, fewer drop-ou...
Audience and influencersAudience:• Freshmen (1st year)• Undergraduates (all years)• Graduate students                      ...
Audience and influencersAudience:• Freshmen (1st year)• Undergraduates (all years)• Graduate studentsInfluencers:• Professor...
DiscussionQ: What are your department’s priorities?                                      Communication Production Services
ListenLearnSearchBrowseObserveFind trends              Communication Production Services
ListenSocial media is not =• just content-production• broadcasting, talking “at” your audience• bringing people to your sp...
ListenIt’s like traveling to another country: you read about theculture, learn some of the language, look up the weatherre...
ListenStart with a listening strategy and keep it active as youmanage social media. You will obtain the following benefits:...
Search
Browse• within relevant groups• within relevant networks• tags• social media accounts of related  organizations and commun...
Observe• What are students posting publicly?• What do they discuss?• What do they care about?                             ...
Find trends/memes/hashtags                             #campusatnight
Find trends/memes/hashtags                             #campusatnight
Find trends/memes/hashtags  Once you know the trends, you can join in.                   #campusatnight                   ...
ImplementExperimentUse a content calendarRepurpose content                         Communication Production Services
Implement your strategy• Continue to listen• Experimentation, A/B testing, tracking & reporting• Content creation: consist...
Content types• Sensational (entertaining, humorous, inspiring, beautiful)• Educative (informational, useful, instructive, ...
Content: example • Image-based • Humorous • Informative • Part of a series                      Communication Production S...
Experiment.              Most likes
Most shares
Communication Production Services
Shorten links and track clicks< First link: 19 clicksThird link: 11 clicks
Strategy implementation• Listen/monitor/observe• Experimentation, A/B testing, tracking & reporting• Content creation: con...
Content calendar                   Communication Production Services
Content calendar•There are no dates on this   •What frequency can you calendar because it is a      maintain? Will you pos...
Repurpose contentYou already have “content.”You should not have to start from scratch for social media.                   ...
Posters - make socially shareable versions                              Communication Production Services
Examples in higher educationOn Facebook, Twitter, and Instagram                                      Communication Product...
Facebook page                Communication Production Services
Facebook app               Communication Production Services
Facebook app               Communication Production Services
Twitter:customer service                   Communication Production Services
Twitter:authenticity               Communication Production Services
Instagram
Brainstorm activityQ: What content do we already have that could berepurposed for social media?                           ...
Repurpose content  Doesn’t mean post old content again in the  same way.  Give a fresh or different view of content you  h...
Didactic “pinspirations”                           Communication Production Services
Didactic “pinspirations”                           Communication Production Services
Numbers to charts or infographics               MIT’s “Y report”                                  Communication Production...
Turn #s into ✐sFind information = 60 secondsMake chart = 60 secondsVisualization = priceless                              ...
Today’s takeawaysNow you know: • how to make a strategy framework • how to implement your strategyRemember:What you do sho...
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Social media strategy for higher education

  1. 1. Social Media Strategy in Higher EducationStephanie HatchSocial Media and Email Marketing SpecialistMIT Communication Production Services16 January 2013Twitter @hatchstephEmail hatch_s@mit.edu Communication Production Services
  2. 2. ObjectivesHow to frame a social media strategyHow to use effectively what little time you have Communication Production Services
  3. 3. Strategy•What is your department’s mission? Communication Production Services
  4. 4. Strategy•How do your current communications reflect your mission? Communication Production Services
  5. 5. Benefits of having a social media strategy • Improved efficiency and effectiveness (save time and energy) • Reach goals; priority-focused actions Communication Production Services
  6. 6. What are priorities? (example)Priorities:• Students are emotionally & mentally healthy (more self-confidence, fewer drop-outs and suicides)• When not healthy, students ask for help/get helpYour possible approach:• Promote a culture that destigmatizes asking for help and normalizes the idea of failure• Get parents to put less overbearing pressure on students• Increase awareness for the program Communication Production Services
  7. 7. Audience and influencersAudience:• Freshmen (1st year)• Undergraduates (all years)• Graduate students Communication Production Services
  8. 8. Audience and influencersAudience:• Freshmen (1st year)• Undergraduates (all years)• Graduate studentsInfluencers:• Professors, TAs, parents• Student ambassadors, RAs Communication Production Services
  9. 9. DiscussionQ: What are your department’s priorities? Communication Production Services
  10. 10. ListenLearnSearchBrowseObserveFind trends Communication Production Services
  11. 11. ListenSocial media is not =• just content-production• broadcasting, talking “at” your audience• bringing people to your space• communicating on your termsSocial media is =• knowledge-sharing, collaboration, synergy• joining in, interaction, networking• listening, giving answers• communicating on collective terms, using netiquette Communication Production Services
  12. 12. ListenIt’s like traveling to another country: you read about theculture, learn some of the language, look up the weatherreports, and figure out where it is.Same goes for communicating with people via socialmedia. You have to do some homework before you jumpin and start blabbing.What is the netiquette of the group or network? Whattypes of content do best with your target audience (e.g.,the differences of expectations on LinkedIn vs. Instagram)? Communication Production Services
  13. 13. ListenStart with a listening strategy and keep it active as youmanage social media. You will obtain the following benefits:• Helpful analytics (demographic data, behavioral data, etc.)• Find opportunities to connect• Know what is being said about the department or field• See how you can improve• Create less, curate more (e.g., Storify) Communication Production Services
  14. 14. Search
  15. 15. Browse• within relevant groups• within relevant networks• tags• social media accounts of related organizations and communities Communication Production Services
  16. 16. Observe• What are students posting publicly?• What do they discuss?• What do they care about? Communication Production Services
  17. 17. Find trends/memes/hashtags #campusatnight
  18. 18. Find trends/memes/hashtags #campusatnight
  19. 19. Find trends/memes/hashtags Once you know the trends, you can join in. #campusatnight Communication Production Services
  20. 20. ImplementExperimentUse a content calendarRepurpose content Communication Production Services
  21. 21. Implement your strategy• Continue to listen• Experimentation, A/B testing, tracking & reporting• Content creation: consistency and frequency• ...and always more images Communication Production Services
  22. 22. Content types• Sensational (entertaining, humorous, inspiring, beautiful)• Educative (informational, useful, instructive, interesting)• Recognitory (appreciation, connection, social rewarding) Communication Production Services
  23. 23. Content: example • Image-based • Humorous • Informative • Part of a series Communication Production Services
  24. 24. Experiment. Most likes
  25. 25. Most shares
  26. 26. Communication Production Services
  27. 27. Shorten links and track clicks< First link: 19 clicksThird link: 11 clicks
  28. 28. Strategy implementation• Listen/monitor/observe• Experimentation, A/B testing, tracking & reporting• Content creation: consistency and frequency• ...and always more images Communication Production Services
  29. 29. Content calendar Communication Production Services
  30. 30. Content calendar•There are no dates on this •What frequency can you calendar because it is a maintain? Will you post tool to plan general that content type every content types and their Tuesday and Thursday frequency. morning, or every other Wednesday afternoon?•Do not plan out exact pieces of content before •Important dates: these do you have this template. have a specific month, This calendar is meant to day, year (e.g., 12-12-12 help you be consistent. or MLK day). Communication Production Services
  31. 31. Repurpose contentYou already have “content.”You should not have to start from scratch for social media. Communication Production Services
  32. 32. Posters - make socially shareable versions Communication Production Services
  33. 33. Examples in higher educationOn Facebook, Twitter, and Instagram Communication Production Services
  34. 34. Facebook page Communication Production Services
  35. 35. Facebook app Communication Production Services
  36. 36. Facebook app Communication Production Services
  37. 37. Twitter:customer service Communication Production Services
  38. 38. Twitter:authenticity Communication Production Services
  39. 39. Instagram
  40. 40. Brainstorm activityQ: What content do we already have that could berepurposed for social media? Communication Production Services
  41. 41. Repurpose content Doesn’t mean post old content again in the same way. Give a fresh or different view of content you have already produced. Reformat to play on a social network’s strengths. Communication Production Services
  42. 42. Didactic “pinspirations” Communication Production Services
  43. 43. Didactic “pinspirations” Communication Production Services
  44. 44. Numbers to charts or infographics MIT’s “Y report” Communication Production Services
  45. 45. Turn #s into ✐sFind information = 60 secondsMake chart = 60 secondsVisualization = priceless Communication Production Services
  46. 46. Today’s takeawaysNow you know: • how to make a strategy framework • how to implement your strategyRemember:What you do should connect to your mission andpriorities.Good luck! Communication Production Services

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