1. BUILDING A SOCIAL
STRATEGY TO CONNECT
WITH YOUR CAMPUS
COMMUNITY
Matthew Bailey
Perkins School for the Blind
Matthew.Bailey@perkins.org
/in/matthewjhbailey
@mattjhbailey
2.
3. Got something to share?
BUILD A SOCIAL CAMPUS
COMMUNITY
Assess
Create
Plan
17. EDITORIAL CALENDAR
Detail channel, time and relevant
content (URL, tentative wording,
etc.)
Shareable
Smartsheet
Google Drive
Sifter App
18. CONTENT FOR EVERY AUDIENCE
News stories
Upcoming Events
Historical facts and pics
Media mentions
Cool campus photos
Industry-related news
19. GET HELP
Stakeholders can post too
Create an internal form for ideas
and submissions
Nurture/educate your team
20. TIP TIME
Answer questions
Stay up-to-date with the latest
trends
Join Groups or create new ones
(Facebook, LinkedIn, Pinterest
Boards) to create organic buzz
21. TIP TIME
Post on the weekends
Monitor what people are saying
about you
Cross promote your channels
22. TWITTER TIPS
Create a Twitter list of related
content »
Retweet other peoples posts, tag
handles and use hashtags
Be in control of your big events »
create/promote your hashtag
live tweet/gram
create a repository for people to
share images
23. FACEBOOK TIPS
Pages to Watch section
Get more engagement:
ask questions
encourage sharing of
experiences
Re-share popular evergreen posts
every 3 months
24.
25. Got something to share?
Assess: Where have you
been/need to go
Create: build an
infrastructure for opportunity
Plan: be ahead of the pack
What channels do you have currently? Where do you need to add channels
Where is your audience mostly? ex: Ton of followers on Facebook but Twitter is more accessible to our student population
Where are your sources of content? photos, articles event postings. What is happening on campus
Staff to help run channels?
Budget? for social media management
Central location for all social media credentials. aka Hit by a bus contingency Make sure it is cloud-based and shared with multiple people who need access.
Central location for all social media credentials. aka Hit by a bus contingency Make sure it is cloud-based and shared with multiple people who need access.
All credentials tied to a shared email address
Curate a team across campus of social media stakeholders. Don’t always have to post but people who have their ear to the ground.
Unify all internal stakeholders - create a group.
Meet live a couple times a year. Bounce ideas off of each other.
Issues happen so fast you need a team that has instant access to each other. ex: Social Media Cooperative
Create a forum to talk and discuss. Do you have an ability to create an intranet group. If not, create a Facebook group.
Build a manual
Teach protocols
Create training modules (what wil individual dept need)
Who is your audience?
Normal members like students, prospective students, alumni, faculty, staff, potential staff and faculty, parents
What is your audience interested in?
Look at your programs, alums, faculty
Who are your content equals?
What schools are contributing content that you could be doing?
Are you an MIT? Or an Emerson? an Ivy league school?
What are they writing about?
What is the industry talking about?
Who can you lean on?
Who can provide you great content or just important information.
Stay connected.
Website is the most important asset:
Why would someone go back to your website?
Create opportunities: information, news articles, how-tos, event postings, forms+surveys
Tell Your Story
Show what your programs, students, faculty and alumni are doing right now. Provide helpful content from campus experts.
How can old content be repurposed? ex: we had thousands of pages, we looked at many of these pages and cleaned up them and resued them as blog posts
Detail channel, time and relevant content (URL, tentative wording, etc.)
Shareable
Ex: Smartsheet, Google Drive, Sifter App
Smartsheet is great because you can upload assets and give specific details
News stories
Upcoming Events
Historical facts and pics
Media mentions
Cool campus photos
Industry-related news
Stakeholders can post too
Create an internal form for ideas and submissions
Nurture/educate your team
You can’t know everything that is going on in social media, a good team coming up with ideas is essential
Engage and answer questions. make sure it is not a one-way street
Stay up-to-date with the latest trends: Follow The Next Web, Mashable, Wired
Join Groups or create new ones (Facebook, LinkedIn, Pinterest Boards) to create thought leadership
ex: Ski Fest
Post on the weekends: Schedule the posts
Use social engagement tools to monitor what people are saying about you.
ex: sprout social's Smart Inbox
Cross promote your channels
ex: Youtube allow you to post links to your other channels
new Instagram account
Create a private Twitter list of related content. Use it to mine ideas
Retweet other peoples posts, tag handles and use hashtags It shows your interest in other people's thoughts
Be in control of your big events, create/promote your hashtag, live tweet/gram, create a repository for people to share images
Ex: PerkinsGala hashtag jumped from 11,000 reach to 1.7 million reach
Keyhole hashtag tracker
Look at the Pages to Watch section for competition
To get more comments and engagement: In the description, add a question or ask people to share their impression or experiences.
Re-share evergreen posts every 3 months
