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UWM social media refresher

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  • 1. Social media refresher #UWMSM #UWMSM
  • 2. Social Media Strategy 1. Purpose: Why are you establishing a social media presence? 2. Objective: What is your goal, and what will you post? 3. Audience: Who is your target audience, and who are you trying to engage? #UWMSM
  • 3. Social Media Strategy 4. Execution: – Who will establish and be an administrator? – Who will monitor and maintain? – How often will you post to the site? – How will you cross-promote? – How will you keep track and measure your accomplishments? – What type of content will you share? – How will you address inappropriate comments? – How will you promote your site? – How will you integrate social media in your overall communications strategy? #UWMSM
  • 4. UWM’s social media strategy • Twitter: – Primary audience: UWM students (60% of followers under the age of 34) – Secondary audience: Prospective students, alumni, faculty, staff and the surrounding MKE community – @UWM tweets only needs to meet one of the audiences to be tweeted out – @UWM publicity 2-3 times per day (mostly M-F)including RTs. No more than 2 RTs per day. – Monitors and answers tweets to UWM, UW Milwaukee, University of Wisconsin-Milwaukee, #UWM, #UWMilwaukee – Goals: Builds brand awareness, grows community, engages/monitors brand and provides timely customer service #UWMSM
  • 5. Monitors UWM, UW Milwaukee, University of Wisconsin Milwaukee, #UWM, #UWMilwaukee, etc. Uses hub-and-spoke for communicating tweets to campus units #UWMSM
  • 6. UWM’s social media strategy • Facebook: – Primary audience: UWM students (75% of users under the age of 34) – Secondary audience: Prospective students, alumni, faculty, staff and the surrounding MKE community – Posts must meet the primary audience and one secondary audience – No more than three posts per week – Goals: Build community and Panther Pride #UWMSM
  • 7. UWM’s social media strategy • Instagram: – Primary audience: UWM students – Secondary audience: Prospective students and alumni – All images/video should capture UWM – 3-4 posts per week – no more than one per day – Goals: Monitor brand and treat account like our brand’s lifestyle magazine #UWMSM
  • 8. UWM’s social media strategy • Tumblr (everyday.uwm.edu): – Primary audience: Prospective students – Secondary audience: UWM students, alumni and MKE community – 3-4 posts per week – no more than one per day – Goal: Showcase UWM and life as a student to prospective students #UWMSM
  • 9. Twitter #UWMSM
  • 10. What’s the difference? A B #UWMSM
  • 11. • ANSWER: Unless you are tweeting directly to someone, be sure to put a character before someone’s handle when tweeting at or about the user. – Example A: This is a conversational tweet that goes directly to @Shellby_Matta. People that follow @UWM and @Shellby_Matta will be able to see the tweet. – Example B: By using a period before the handle (@), this tweet can be seen by all of @UWM’s followers. #UWMSM
  • 12. Hashtags (#) • Hashtags: – Used to categorize tweets by keyword or topic – If you tweet with a hashtag on a public account, anyone who does a search for that hashtag would see your tweet – Keep it to three hashtags per tweet – Hashtags can occur anywhere in the tweet – beginning, middle or end – Hashtagged words that become very popular are often Trending Topics #UWMSM
  • 13. Common UWM Hashtags • • • • • • • #UWM: Talking about UW-Milwaukee #PantherProud: Pride for Milwaukee Panthers #PantherNation: Pride for Milwaukee Panthers #UWMgrad: Grad hashtag for commencement #UWMNSO: New Student Orientation #UWMaccepted: Accepted to UWM #UWM18: Class of 2018 #UWMSM
  • 14. Direct Messages • DM = Direct Message – Private tweets between a sender and recipient – Traditionally, two users had to follow each other to DM, but Twitter plans to let users opt in to receive DMs from anyone #UWMSM
  • 15. Twitter Lists • Curated groups of other Twitter users. Used to tie specific individuals into a group on your account. #UWMSM
  • 16. UWM community http://go.uw m.edu/UWM TwitterList #UWMSM
  • 17. • Use pic.twitter.com to upload photos – 94% more likely to be RTed #UWMSM
  • 18. Other best practices • Do not post or RT all at once – Schedule your tweets throughout the day (try using hootsuite) • Post at least 3 to 4 times a week, but avoid too much in a day (More than 4 times per day) • Include links, pictures and videos • Remember to keep your tweets prompt and timely • Tweets shorter than 100 characters get 17% higher engagement rate #UWMSM
  • 19. Facebook #UWMSM
  • 20. Create a page, not a profile #UWMSM
  • 21. What posts are working? **Check out the insights #UWMSM
  • 22. What posts are working? #UWMSM
  • 23. What posts work? • Give fans exclusive information #UWMSM
  • 24. Photos generate 120% more engagement than average posts Be timely #UWMSM
  • 25. How to grow your page? • Post signage in office • Claim a Facebook web address and put it in marketing materials (Email, business cards, pamphlets, mailings, etc.) • Add the like button to your website • Consider Facebook ads or sponsored stories • Post shareable content #UWMSM
  • 26. Follow the UWM community on Facebook Visit: http://go.uwm.edu/ UWMFacebookPages #UWMSM
  • 27. Instagram #UWMSM
  • 28. #UWMSM
  • 29. UWM monitors (comments & <3’s) #UWM & #UWMilwaukee photos uploaded to Instagram. 13,642 photos have been uploaded to Instagram using #UWM. #UWMSM
  • 30. Dos… • Ask permission for use of photos posted to Instagram by others • Photos should be creative and aesthetically pleasing • If you are replying to a photo, tag the user with @username so he or she receives the notification • Write a caption to explain the photo • Use hashtags to increase visibility #UWMSM
  • 31. Don’ts… • Like all #UWM or #UWMilwaukee photos, especially selfies • Flood the feed – Only one photo per day • Take horizontal photos – Photos should be vertical • Post DSLR photos – Instagram is meant to celebrate the beauty of mobile & spontaneous photography • Ask people to follow you when commenting on photos #UWMSM
  • 32. Don’ts… • Like all #UWM or #UWMilwaukee photos, especially selfies • Flood the feed – Only one photo per day • Take horizontal photos – Photos should be vertical • Post DSLR photos – Instagram is meant to celebrate the beauty of mobile & spontaneous photography • Ask people to follow you when commenting on photos #UWMSM
  • 33. Ways to connect… • Email wagner3@uwm.edu to get on the social media listserv: uwm-sm@uwm.edu • Connect on Twitter using #UWMSM • Join the private Facebook group: http://facebook.com/groups/uwmsm #UWMSM