Deconstructing Your Social Media Strategy

DECONSTRUCTING YOUR
SOCIAL MEDIA STRATEGY
Deconstructing Your Social Media Strategy

WISDOM
SENOLOS
Social & Digital
Intern
RACHAEL
CALDWELL
Athletics
Social & Digital
Coordinator
JEN
SMITH
Social & Digital
Assistant Director
KIMBERLY
Stern
Social & Digital
Director
Ashley
MANWEILER
Social & Digital
Manager
CHASE
BAKER
Social & Digital
Manager
#CSUSOCIAL#AMAHIGHERED

01
Introduction
CSU Social Media
Purpose, Mission,
Principles, Values
02
Takeaway One
DECONSTRUCTING
CONTENT CREATION
Video, Photo, Design
03
Takeaway Two
DECONSTRUCTING
CONTENT OPTIMIZATION
Facebook, Twitter,
Instagram
04
Takeaway Three
DECONSTRUCTING
ANALYTICS
KPIs, Visualization

PURPOSE

We give fans a sense of belonging to fuel their fandom and inform
them about CSU – all while pushing the envelope.

MISSION

We tell the university’s stories.

PRINCIPLES

LISTEN DEEPLY. SHARE MEANINGFULLY.
BUILD COMMUNITY.

Collaborate. Create. Be Accountable.
Be Venturous. Work with Grit.

3Social Media
Personas

One Man Band
1

UThe Unifier

CComplete Crew

DECONSTRUCTING HOW TO CREATE ____________
.01
VIDEO

Dear Ram

EQUIPMENT

Nikon D7500
$1,146.95 Nikon 24-85mm
$496.95

Nikon D7500
$1,146.95
Nikon 24-85mm
$496.95
SanDisk 64GB
$22.95
Sony UWP
$599.99

Nikon 24-85mm
$496.95
SanDisk 64GB
$22.95
Sony UWP- D11
$599.99
Ad
$3

n 24-85mm
496.95
SanDisk 64GB
$22.95
Sony UWP- D11
$599.99
Adobe Premiere
$359.99 annually

B
Sony UWP- D11
$599.99
Adobe Premiere
$359.99 annually
iMac
$1,779

Adobe Premiere
$359.99 annually
iMac
$1,779

TOTAL COST = $4,405.84

#CSUSOCIAL#AMA
Knights Of The Green And Gold

Sony 50mm f/1.8
$248Sony A6500
$1,198

Adob
$
SanDisk 64GB
$22.95
Sony 50mm f/1.8
$248Sony A6500
$1,198

Adobe Premiere
$359.99
SanDisk 64GB
$22.95
Sony 50mm f/1.8
$248

iMac
$1,779
Adobe Premiere
$359.99
SanDisk 64GB
$22.95
m f/1.8

ArtList
$199 annually
iMac
$1,779
Adobe Premiere
$359.99

ArtList
$199 annually
iMac
$1,779

TOTAL COST = $3,806.94

Apple iPhone
$0
DJI Osmo Mobile 2
$139
Switcher
$299

Apple iPhone
$0
DJI Osmo Mobile 2
$139
Switcher Studio
$299
Rode sm

e iPhone
$0
DJI Osmo Mobile 2
$139
Switcher Studio
$299
Rode smartlav+ Mic
$59

smo Mobile 2
$139
Switcher Studio
$299
Rode smartlav+ Mic
$59

TOTAL COST = $497

LIVE
Page posts that generate conversation between people will show higher in News Feed. For
example, live videos often lead to discussion among viewers on Facebook - in fact, live videos
on average get six times as many interactions as regular videos.

DOPAMINEInstant Reaction & Instant Feedback

SOCIAL VIDEOS
STORY-STYLE

Animoto
$264 annually
Apple iPhone
$0
Stock
$

Animoto
$264 annually
Apple iPhone
$0
Stock Photos
$0

oto
nually
Apple iPhone
$0
Stock Photos
$0
Computer
$0

e
Stock Photos
$0
Computer
$0

TOTAL COST = $264

VIDEO
Average Monthly Reach
By Post Type
LINK

.02
DECONSTRUCTING HOW TO CREATE
____________________PHOTOGRAPHY

visual
Visuals help us process and remember information better.

visual
process and remember information better.

visual
process and remember information better.
A person who hears a piece of information will remember just 10% of it three days later,
while someone who sees that same information in a picture will recall 65% of it.

YOU DON’T TAKE A PHOTOGRAPH.
YOU MAKE IT.

10 TIPS
TO IMPROVE
YOUR..... .....
PHOTOGRAPHY SKILLS

01The Rule of Thirds

02AE/AF LOCK

03SHOOT DURING THE GOLDEN HOUR

04AVOID USING ZOOM

05HDR MODE

06AVOID EYE-LEVEL ANGLES

07UTILIZE NATIVE PLATFORM FEATURES

Facebook 3D Photo

Facebook 360 Photo

08AVOID TOO MUCH EDITING

09Take a lot of photos

iPhone Burst Mode

10BE TIMELY

Lightroom

Mextures

Camera+ 2

Snapseed

Aperture
The word aperture simply means “an opening.” In the case of
photography, the aperture is created by an adjustable iris that can be
opened or closed to control how much light enters the camera.
f/1.4 f/2 f/2.8 f/4 f/5.6 f/8 f/11 f/16
Shutter Speed
Shutter speed is the length of time your camera shutter is open,
exposing light onto the camera sensor. Essentially, it’s how long your
camera spends taking a photo. This has a few important effects in how
your images will appear.

Shutter Speed
Shutter speed is the length of time your camera shutter is open,
exposing light onto the camera sensor. Essentially, it’s how long your
camera spends taking a photo. This has a few important effects in how
your images will appear.
1/2000 1/1000 1/500 1/250 1/30 1/15 1/8 1/3
ISO
In very basic terms, ISO is simply a camera setting that will brighten or
darken a photo. As you increase your ISO number, your photos will grow
progressively brighter.

ISO
ISO 100 ISO 200 ISO 400 ISO 800 ISO 1600
In very basic terms, ISO is simply a camera setting that will brighten or
darken a photo. As you increase your ISO number, your photos will grow
progressively brighter.

DECONSTRUCTING HOW TO CREATE ____________DESIGNS

Process PRODUCT

EVERY..... .....
HIGHER ED SOCIAL MEDIA MANAGER
FACES ON THE DAILY
5 STRUGGLES

THE PARKING PESSIMIST

@csuhater3
Parking Pessimist
@ColoradoStateU parking makes me want to drop out
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow

@csuhater3
Parking Pessimist
@ColoradoStateU whoever is in charge of parking
needs to resign in shame
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow

@csuhater3
Parking Pessimist
*tries to go to class*

*spends entire hour looking for a parking spot* @ColoradoStateU
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow

THE WIFI WHINERS

THE WIFI WHINERS
@csu_hater
WIFI Whiner
@ColoradoStateU ﬁx the wiﬁ please
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow

@ColoradoStateU im paying 20 thousand a year for
your wiﬁ to never work in my room ???
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow
THE WIFI WHINERS
@csu_hater
WIFI Whiner

@ColoradoStateU WIFI SUCKS AND I CANT
FACETIME MY WIFE AND NOW IM CRYING.
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow
THE WIFI WHINERS
@csu_hater
WIFI Whiner

SNOW DAY SASS

@csuhater_10
SNOW DAY SASS
@ColoradoStateU I would really love and appreciate a
snow day
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow
SNOW DAY SASS

@csuhater_10
SNOW DAY SASS
@ColoradoStateU I’m really feeling a snow day. What’re
your thoughts?
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow
SNOW DAY SASS

@csuhater_10
SNOW DAY SASS
@ColoradoStateU can't get a snow day. I almost died
four and a half times this morning all in the same hour.
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow
SNOW DAY SASS

@csuhater_10
SNOW DAY SASS
@ColoradoStateU if we don't get a snow day tomorrow
I'm gonna go get hit by a falling tree branch
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow
SNOW DAY SASS

@csuistheworst
CSU Hater
I’m sorry but I’m not paying 45 grand for one-ply toilet
paper @ColoradoStateU
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow
HATERS

@csuistheworst
CSU Hater
@ColoradoStateU should award me a second degree, in Construction
Management, from the sheer amount of buildings I’ve watched being
built from start to ﬁnish on campus.
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow
HATERS

@csuistheworst
CSU Hater
@ColoradoStateU could you suck anymore? #rams
suck
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow
HATERS

@csuistheworst
CSU Hater
@ColoradoStateU YOU'RE UGLY AND YOU SUCK AT
EVERYTHING
9:31 AM - 4 Feb 2018
Likes2
Tweet your reply
Follow
HATERS

THE ... WHAT?

Randy, nice to connect.
hopefully this will help me get
info on the family.
your cousin Dave

#CSUSOCIAL#AMA

Colorado State University
Published by Colorado State University ◦ February 5
How do YOU ﬁll in the blank?
Best Teacher Award nominations are now open:
alumni.colostate.edu/best-teacher-awards/

476 px
714 px

476 px
476 px

316 px
476 px

REVIEWJOURNAL.COM
Kelsey Martinez strengthens Raiders as 1st female
assistant coach
Published by Colorado State University ◦ August 8
Rams are making history !
Kelsey is a 2015 Colorado State University College of Health
and Human Sciences grad. #ProudToBe

@ColoradoStateU
Colorado State Univ
Dancing into the weekend "

(•_•)

<) )

/

(•_•)

( (>

/

(•_•)

<) )

/
Tweeting Text
TWITTER
12:59 PM - 28 Sep 2018
Retweets11 Likes88

@ColoradoStateU
Colorado State Univ
Friday: Conﬁrmed ✅
Tweeting A GIF
TWITTER
8:28 AM - 5 Oct 2018
Retweets2 Likes35

@ColoradoStateU
Colorado State Univ
They’re young. They’re smart. And their research is already
solving global problems.
11:07 AM - 10 Sep 2018
Retweets5 Likes25
Whiz Kids - Magazine
About 5,300 undergraduate students - one-ﬁfth of our total population - participate in research at
Colorado State. magazine.source.colostate.edu
Tweeting A Link
TWITTER

@ColoradoStateU
Colorado State Univ
#ICYMI: @CSUFootball scored 25 unanswered points to take
down the Arkansas Razorbacks #ProudToBe #CSURams

More $ http://ﬂic.kr/s/aHsmrGHABY
Tweeting A Link
TWITTER
12:59 PM - 28 Sep 2018
Retweets11 Likes88

Tweeting A Video
TWITTER
@ColoradoStateU
Colorado State Univ
Jenny Cavnar is #ProudToBe a CSU Ram.

Tweeting A Video
TWITTER
@ColoradoStateU
Colorado State Univ
Jenny Cavnar graduated from #ColoradoState and is now a
TV broadcaster for the Colorado @Rockies.

Tweeting A Video
TWITTER
@ColoradoStateU
Colorado State Univ
Jenny Cavnar is an all-star Ram alum, and a TV broadcaster
for the Colorado @Rockies.

Tweeting A Video
TWITTER
@ColoradoStateU
Colorado State Univ
This is @jennycavnar. She’s a TV broadcaster for the
Colorado @Rockies, and she’s #ProudToBe a CSU Ram.

Your image will display in
a 1:1 ratio at a maximum
of 1080px by 1080px .
Square
1080px
1080px
FEED PHOTOS

Landscape
Your image will display at a
maximum display size of
1080px by 608px (16:9 ratio).
1080px
608px
FEED PHOTOS

1080px
1350px
Portrait
Your image will display at a
maximum display size of
1080px by 1350px (4:5 ratio).
FEED PHOTOS

1080px
1920px
Stories
Instagram Stories cover the
entire screen so a good general
size is 1080px by 1920px or an
aspect ratio of 16:9
STORIES PHOTOS

FEED vs STORIES

STORIESConsumption of relevant
information

FEEDExpression of Identity

Published by Colorado State University ◦ October 19
Miss this view? We’ve got you covered.

@ColoradoStateU
Colorado State Univ
Miss this view? We’ve got you covered. % &
#ColoradoState
11:05 AM - 19 Oct 2018
Retweets102 Likes654

Fort Collins, Colorado
Fall + Fort Collins. Name a more iconic
duo. % &
coloradostateuniversity
coloradostateuniversity

OPTIMIZING THE ________________________USER EXPERIENCE

MS Word
Facebook
VIMEO
GMAIL
NETFLIX
BBC
5 Min 10 Min0 Min

Thousands of CSU students, faculty and staff bike to campus daily during the
academic year. The university has invested in an additional 10.4 miles of bike
trails and bike lanes, has more than 16,000 bike rack spaces on campus, and
is completing an underpass to ensure easier bike and pedestrian access
across a high-traffic corridor.
CSU is one of only five universities nationwide to be named a Platinum Bicycle
Friendly University from the League of American Bicyclists.
The university installed its first bike-share stations, connected to the city of
Fort Collins’ stations, this month, and has recently added secured bike
shelters with electronic access.
SOURCE.COLOSTATE.EDU
Princeton Review: CSU Ranked No. 4 in Free Colleges
Guide

SOURCE.COLOSTATE.EDU
Princeton Review: CSU Ranked No. 4 in Green Colleges
Guide
Green is more than our school color '

This year’s top
Facebook content
averages 12.2
words per photo,
video, or link post.
Meet the Class of 2022 & #ProudToBe
We know it wasn’t hard to ﬁnd green to wear this St.
Patrick’s Day.
PROUD. TO. BE. &
Today’s FORTcast: ❄

Emotion drives People To Share Your Content.

which emotions?
HIGH AROUSAL
Anger. Humor. Anxiety. Awe.

Pleasure
Arousal
Happy
Depressed
Alarmed
Calm
Awe
Anxiety
Bored
Amused
ContentMiserable
Sleepy

Trends with
Benefits
Keep up with the Kardashians.

What are people already talking about, and how
can you become part of that conversation?

Work fast before the trend loses momentum.

10 TIPS
TO MAKE YOUR
..... .....SOCIAL
MEDIA
M
O
R
E
INCLUSIVE & ACCESSI
B
LE

Include descriptions on photos and captions on videos
(for context and screen readers).
01

Use title case for hashtags for screen readers.
#GoRams
02
07

Establish community guidelines.
03
08

Share multiple voices and perspectives.
04
09

Authentically represent diversity.
03
05

Use people-ﬁrst language (person with a disability vs disabled)
unless the person indicates another preference.
04
06

Don’t assume gender or identity online.
01
07

Avoid gendered emojis when possible. Instead use one of the variations
of the yellow smiley faces or object emojis.
08
10

Use the yellow emojis when addressing a diverse audience.
02
09

Use inclusive pronouns (they, them, theirs, students, Rams, everyone).
06
10

Fuel fandom and inform people about Colorado State University.
CSU Social Media

STRATEGY BY DATA STRATEGY BY DESIGN

CONCRETE

CREATIVE

The discovery and communication of meaningful patterns in data to create an informed strategy.discovery communication

THE PRICE OF LIGHT
IS LESS THAN THE COST OF DARKNESS

INFORMED STRATEGY

COGNITIVE LOAD
Cognitive load is a term coined by
psychologists to refer to the
mental effort required to learn new
information. Just like the way a
computer slows down when we
have too many programs running
at the same time, human brains
also have a limited amount of
processing power. And when it
takes too long to handle the
amount of information coming in,
we miss important details or even
simply abandon a task.

NEWS FEED

news feed algorithm
FACEBOOK
PREDICTIONS
inventory
“What’s on the menu.” The menu are the stories that you
have not seen from your friends and from the publishers that
you have decided to follow.
Content available.
signals
Considerations about content.
These are what Facebook uses to help choose which content
goes out. It includes a list of criteria.

news feed algorithm
FACEBOOK
PREDICTIONS
These are what Facebook uses to help choose which content
goes out. It includes a list of criteria.
Considerations about content.
signals
predictions
Considerations about person.
This is where Facebook uses your pr

news feed algorithm
FACEBOOK
PREDICTIONS
This is where Facebook uses your proﬁle and previous
behaviors to decide what to show you. They attempt to work
out how likely you are into like or interact with content,
keeping stuff they think you won’t engage with out of your
timeline.
Considerations about person.
predictions
Relevancy to user.
overall score
This refers to a value assigned to a piece of content that will
determine its ‘relevancy’ to the user. The higher the score,
the more likely it will appear in the feed. Obviously this
means content will get different scores for individual people.

news feed algorithm
FACEBOOK
PREDICTIONS
This refers to a value assigned to a piece of content that will
determine its ‘relevancy’ to the user. The higher the score,
the more likely it will appear in the feed. Obviously this
means content will get different scores for individual people.
Relevancy to user.
overall score

Analyze. Visualize.Record.

Record.

Analyze.
Which factors indicate the success of our eﬀorts?

KEY PERFORMANCE INDICATORS #CSUSOCIAL#AMAHIGHERED

KEY PERFORMANCE INDICATORS

KEY PERFORMANCE INDICATORS
Engagement Metrics AMPLIFICATION MetricsReach Metrics
• People Reached
• GROWTH RATE
• DEMOGRAPHICS
• LIKES
• COMMENTS
• MENTIONS
• ENGAGEMENT RATE
• SHARES
• RETWEETS

Increase Awareness Build Loyalty

Reach.
The number of unique people who have seen
any content associated with your page.

Reach.
5

Impressions.
The number of times a post from your Page is
displayed, whether the post is clicked or not.
People may see multiple impressions of the
same post. For example, someone might see a
Page update in News Feed once, and then a
second time if their friend shares it.

Impressions.
8

Growth Rate.
The increase of the number of fans in a given period. It’s
recommended to look at a longer period of time to compensate
for unique effects.

Engagement.
The measurement of how much fans are interacting with
the page. Engagement indicates how well you are
connecting with your Facebook community and how
well your content is accepted. It is also the basis for the
Facebook algorithm.

Engagement Rate.
A metric that measures the level of engagement that a piece
of created content is receiving from an audience. Because
this is calculated relative to the number of followers a
company has on social media, the rate for both small and
large companies can be compared equally.


Engagement Rate.
Total Number of Reactions, Comments, & Shares
Total Reach of Post Involved
X 100

Engagement Rate.
5,000 Engagements
100,000 Users Reached
X 100

Engagement Rate.
5,000 Engagements
100,000 Users Reached
X 100
= 5% Engagement Rate

Video Views.
YouTube and Facebook have
diﬀerent thresholds for what
counts as a video view.

)*
Sentiment Analysis.
A process of capturing the mood of the fans on a
post. To determine this, comments are analyzed and
put in categories such as positive, neutral, and
negative. The result is a quotient such as “75%
positive.”

Referral Traﬃc.

VIDEO PHOTO LINK
Reach By Post Type.

Our most engaged Facebook demographic is women 45-54 years old.
Findings like this inform our strategy.

Visualize.

We saw an increase in
average likes per photo
on Instagram from 939 in
2015 to 3,134 in 2018.

Follower Count
YEAR TO DATE

Growth Rate
YEAR TO DATE

Follower Count
YEAR TO DATE
Growth Rate
YEAR TO DATE

At a minimum, which metrics should I be tracking?

FOLLOWER GROWTH
REACH
IMPRESSIONS
ENGAGEMENT
TOP POSTS

Diogenes
WE HAVE TWO EARS AND ONE TONGUE SO THAT WE
WOULD LISTEN MORE AND TALK LESS.

OPTIMIZING ________________________USER-GENERATED CONTENT

We’re experiencing a crisis of trust.

Trust declines while peer inﬂuence rises.
‘A person like yourself’ is now as credible as an academic or technical expert and
far more credible than a CEO or government oﬃcial.
“
“

67% 50%
The 2017 Edelman Trust
Barometer found that 67% of
the countries surveyed are now
“distrusts,” which means they
have under 50% trust in the
mainstream institutions of
business, government, media,
and NGOs to do what is right.
According to Edelman, 50% of
global respondents say
individuals are more believable
than institutions. And a
company’s social media page is
more believable than
advertising.

chase.baker@colostate.edu
social.colostate.edu
ashley.manweiler@colostate.edu

Deconstructing Your Social Media Strategy

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