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Centralized or Decentralized: The Hybrid Social Media Strategy

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New York University is home to more than 40,000 students, attending 18 schools and colleges in Manhattan and around the world. Though the NYU community is large, the individual schools and colleges are small—each with its own traditions, programs, and faculty. The Digital Communications Group and Office of Public Affairs have used NYU’s central social media accounts to celebrate the successes of each of its schools, and have encouraged interdepartmental and collaborative social media efforts over the past year and a half. Given the size of the NYU student and employee population, and the extended reach of the NYU global brand, clear guidelines for social media use are essential. In coming together online, through a Google group for social media administrators, and in person at monthly campus meetings to discuss industry news and strategy, NYU’s social media ambassadors participate in the creation and maintenance of data-driven University-wide social media guidelines, while retaining autonomy over the platforms they manage for individual schools and departments. The Digital Communications Group also offers training and workshops on topics suggested in feedback from the social media ambassadors. In addition to improving the quality of social media messaging to the NYU community, these collaborative initiatives also support efforts to streamline communication within and among University departments.

Learn more at nyu.edu/socialmedia

Published in: Education

Centralized or Decentralized: The Hybrid Social Media Strategy

  1. 1. Centralized or Decentralized The Hybrid Social Media Strategy Chris Barrows Social Media and Mobile Products Coordinator (New York University) Tuesday, Oct. 21st 2014 #heweb14 | #mcs12
  2. 2. Who Am I? @CBarrows Photo Credit: Sy Abudu #heweb14 | #mcs12
  3. 3. Digital Communications Group www.nyu.edu/digicomm Flickr User: DSkley #heweb14 | #mcs12
  4. 4. Get To Know New York University Photo credit: Nick Johnson #heweb14 | #mcs12
  5. 5. NYU Schools 14 Schools, Colleges, and Divisions 19,401 Undergraduate Students 18,990 Graduate and Professional Students 470,000 Alumni Flickr User: Klingon65 #heweb14 | #mcs12
  6. 6. Global Sites and Study Away Locations Graphic Credit: Mark Courtney #heweb14 | #mcs12
  7. 7. NYU Accounts (Facebook and Twitter) 633 Facebook Accounts 645 Twitter Accounts DATA: (UPDATED AUGUST 2014)* 700 525 350 175 0 Facebook Twitter #heweb14 | #mcs12
  8. 8. Looking Back Where Was NYU on Social Media? Flickr User: Tasayu #heweb14 | #mcs12
  9. 9. Lagging, not Leading Flickr User: ChasingFun #heweb14 | #mcs12
  10. 10. ? IS OUR CURRENT STRATEGY WORKING? #heweb14 | #mcs12
  11. 11. ARE WE EFFECTIVEL?Y COMMUNICATING WITH OUR COLLEAGUES ACROSS THE UNIVERSITY? #heweb14 | #mcs12
  12. 12. COULD YOU REALISTICALLY LEAD ALL MANAGEMENT ? OF SOCIAL MEDIA CENTRALLY FOR THE ORGANIZATION? #heweb14 | #mcs12
  13. 13. It doesn’t work like this… Thinking Hybrid Source: The Lego Movie - Warner Brothers #heweb14 | #mcs12
  14. 14. Thinking Hybrid Flickr User: jDevaun #heweb14 | #mcs12
  15. 15. Setting Goals • Build A More Successful Flow of Communication • Enhance Social Media Culture at NYU • Increase Cross School/Organization Collaboration Flickr User: Keylosa #heweb14 | #mcs12
  16. 16. Steps to Building A Hybrid Strategy Flickr User: MelusinaParkin 1. Start With A Strong Foundation 2. Build A Communication Strategy 3. Open and Establish Communication 4. Foster Community #heweb14 | #mcs12
  17. 17. Hybrid Strategy Step 1 Start With A Strong Foundation Flickr User: pareeerica • Document Strategy • Social Style Guide • One-Pager Help Guides #heweb14 | #mcs12
  18. 18. YOU are a resource Flickr User: Jiuck #heweb14 | #mcs12
  19. 19. Take the Lead Flickr User: wentzelepsy #heweb14 | #mcs12
  20. 20. Be Seen and Earn Trust Flickr User: Glasgowamateur #heweb14 | #mcs12
  21. 21. NYU Social Media Webpage Source: Flickr User: dskley www.nyu.edu/socialmedia #heweb14 | #mcs12
  22. 22. Steps to Building A Hybrid Strategy Flickr User: MelusinaParkin 1. Start With A Strong Foundation 2. Build A Communication Strategy 3. Open and Establish Communication 4. Foster Community #heweb14 | #mcs12
  23. 23. Hybrid Strategy Step 2 Build Communication Strategy Flickr User: Courtneyrian • Generate A Contact List • Use A Roadmap #heweb14 | #mcs12
  24. 24. Create A Contact List Contact Resources School Directory Image: Canva Phone Email Current Contacts #heweb14 | #hybridsocial
  25. 25. Use A Roadmap Flickr User: Curtis Perry #heweb14 | #hybridsocial
  26. 26. On The Road to Leading Flickr User: Wisefly #heweb14 | #mcs12
  27. 27. Steps to Building A Hybrid Strategy Flickr User: MelusinaParkin 1. Start With A Strong Foundation 2. Build A Communication Strategy 3. Open and Establish Communication 4. Foster Community #heweb14 | #mcs12
  28. 28. Hybrid Strategy Step 3 Open and Establish Communication Flickr User: Rusysheriff • Inform and Update • Educate Through Training • Encourage Sharing #heweb14 | #mcs12
  29. 29. Inform and Update Photo Credit: http://po.st/St4kZg #heweb14 | #mcs12
  30. 30. Educate Through Training Flickr User: pareeerica #heweb14 | #mcs12
  31. 31. …so this doesn’t happen Source: Marketoonist #heweb14 | #mcs12
  32. 32. Encourage Sharing Flickr User: Dybiz #heweb14 | #mcs12
  33. 33. Steps to Building A Hybrid Strategy Flickr User: MelusinaParkin 1. Start With A Strong Foundation 2. Build A Communication Strategy 3. Open and Establish Communication 4. Foster Community #heweb14 | #mcs12
  34. 34. Hybrid Strategy Step 4 Foster Community Image Credit: NYU Community Services #heweb14 | #mcs12
  35. 35. NYU Social Media Ambassadors Flickr User: Docsearls “The Social Media Ambassadors Group is designed to facilitate community amongst the members increasing knowledge, awareness, and best practices in the areas of social media at NYU.” #heweb14 | #mcs12
  36. 36. Social Media Ambassador Meetings Photo Credit: Sy Abudu #heweb14 | #mcs12
  37. 37. Social Media Ambassador Meetings Image: NYU Social Media Ambassadors Google Group #heweb14 | #mcs12
  38. 38. Get Feedback Flickr User: AlanLevine #heweb14 | #mcs12
  39. 39. Leadership and Collaboration Blossom Photo Credit: Sy Abudu #heweb14 | #mcs12
  40. 40. Success Story - NYU Human Resources #heweb14 | #mcs12
  41. 41. Success Story - NYU Human Resources #heweb14 | #mcs12
  42. 42. Success Story Human Resources and Social Flickr User: Flixelpix • Has seen a steady increase in job applicants who cite “social media” as a referral source • Have consistently been featured in top tweets (using #NYUsGotTalent) #heweb14 | #mcs12
  43. 43. Success Story School Collaboration Flickr User: roboppy #heweb14 | #mcs12
  44. 44. Success Story School Collaboration Flickr User: Flixelpix • Hired a Social Media Coordinator | Social Lead • In the process of creating their own Social Ambassadors • Grew to be the largest school on social at NYU #heweb14 | #mcs12
  45. 45. Success Story #CongratagradNYU Photo Credit: NYU Photo Bureau - Hollenshead #heweb14 | #mcs12
  46. 46. Flickr User: Flixelpix • Trended nationally on Twitter for over 5 hours • Over 1,100 unique users (Twitter) • Doubled reach from 2013 (1.9 million) Success Story CongratagradNYU #heweb14 | #mcs12
  47. 47. Where Is NYU on Social Media now? Flickr Image: ONYJCASE #heweb14 | #mcs12
  48. 48. NYU Stories www.nyu.edu/nyustories Flickr User: DSkley #heweb14 | #mcs12
  49. 49. NYU Stories Video Producted by: Sy Abudu #heweb14 | #mcs12
  50. 50. Active Level Increase DATA: (UPDATED AUGUST 2014)* #heweb14 | #mcs12
  51. 51. Leading, Not Lagging Flickr User: Bogdix #heweb14 | #mcs12
  52. 52. Excited for what’s next… Flickr User: Weinand #heweb14 | #mcs12
  53. 53. …the Road Continues Flickr User: Weinand #heweb14 | #mcs12
  54. 54. Contact Information Chris.Barrows@nyu.edu @CBarrows http://po.st/BarrowsLinkedIn Photo Credit: Sy Abudu #heweb14 | #mcs12

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