What social media channels does Palo Alto University own? How are they used? How do we determine what kinds of content to put on our social media channels to reach: Alumni Current students

1. PAU Social Media I/O
Content Strategy 101

2. PAU Facebook
● 3,212 likes
● 27 Event subscribers
● Engagement for April 2015 -
15.79%
o Engagement = total click,
share, like, or
comment/total likes
● PAU Facebook Page

3. PAU Twitter
● 84 Followers
● Engagement for April
2015- 1.0%
o page engagement=
total followers/total
retweets, favorites or
clicks
● Handle: lifeatpau

4. LinkedIn
● 1,476 followers
● 28 interested in
attending
● PAU LinkedIn
University Page

5. Other Channels
● Yelp
o Used primarily for finding our campus.
o Average 3-4 clicks/month to website.
● Google+
o Used primarily for SEO
o Having content on Google+ can help boost our
search rankings

6. Social Media Content Strategy
Social Media/News Editorial should answer:
● What happened?
● Why did it happen?
● Where did it happen?
● Who did it involve?
● How is it connected with our community?
Positioning the content of your editorial:
● Why should the reader care about what you have to say?
● What is your target audience? What do you imagine them doing when they
read your content?
● What value is the reader getting from your content?

7. Channel - Engaging Your Audience
● Learning who you want to target
o What is their age?
o What is their profession?
o Where do they get their news?
● Understanding what audience each channel
attracts
● What is peak viewing hours for each
channel?

8. Professor John Levine’s 3 Truths
1. Tidal wave
There is an overwhelming tidal wave of information about every subject. This wave continues to rise, and will rise forever. Think
about your favorite beverage (maybe it’s iced tea) and imagine the wealth of information out there about iced tea, and the various
ways we have access to it.
2. No more time
No technology will ever give us another hour, minute, or second to our day. Everyone and everything is competing for our time
around the clock. Recognize the competition for your audience. Picture your audience and understand that it’s their first priority
that matters – not your message.
3. More complicated
The world is becoming a complicated place. Give people what they want, and sure, they may give you their time. But how do you
get the audience’s attention? You must have an understanding of the audience. Messages must be engaging and delivered how they
want it – not how you want it.
Source: http://www.ovrdrv.com/the-3-truths-of-content-strategy/