1. Connect, Engage,
Convert, Sustain
Social Media Execution

2. Plan
Sustain ID Audience
Institution
Engage/
Connect
Convert

3. Starting blocks
• Guidelines
• Integrate social
• Plan, plan, plan
• Budget
• Benchmark

4. Strategy
• Where does SM fit in - integrate
• Marketing/Communications
• Admissions
• Alumni
• How does it fit in
• Goals
• Measure
• Monitor

5. Focus
• Focus your efforts
• Approach in stages
• Scattered or splintered approach -
ineffective

6. Audience

7. Audience
Who is already
at the party?
Who do I
Audience
want to invite?
Where do I send
the invitations?

8. Define Audience
• Every audience is unique
• Current audience - who’s here?

9. “Get” Audience
• Qualitative
• Are they interacting with you/each other?
• How much?
• Quantitative
• How are they interacting? (Likes, comments,
sentiment, sharing content)
• Super users
• Motivation
• Continuous assessment

10. Target Audience

11. Find & Invite
• Maximize reach
• Tap into supporters
• Include campus & community offline
• Easy to find
• Social ads
• Include campus & community offline

12. Utilize social efficiency tools.

13. Content
• Provide value
• Recognize what they want
• Purposeful communication
• Editorial calendar
• Goals
• Consistent

14. Easily Found

15. Easily Found
fb.me/College

16. Easily Found
fb.me/College
@College

17. Voice
• Pick one
• Social, not personal
• Casual Friday - social mistake
• Befriend brevity

18. Connect
• Share guidelines
• Create the right environment
• Activity begets activity
• Consistently present
• Respectful
• Make the ask - convert

19. Engage
• Push and pull
• Be creative
• Theme - Love Stories
• BfA - Supporter Theme Week
• Skype, Facebook integration
• Lead discussion, shape the
debate

20. Convert
• Monitor what sparks communication
• Test
• Make the ask
• Provide examples
• Remove barriers

21. Crises & Missteps
• Anticipate
• Unexpected outcry- positive or
negative
• Crisis: UT, political
• Prepare
• Rapid response teams
• Coordinate

22. Crisis Communications
• Respond - silence is deafening
• Act swiftly
• Be proactive, avoid being reactive
• Turn it, but not too quickly
• Allow the discussion
• No take-backs

23. Understand the noise - 1,000 or 1

24. Conclusion
Plan
ID
Sustain
Audience
Institution
Engage/
Connect
Convert