It needs to fit into our institutional communication strategy. What part can it play?
Before we can determine this we need to be cued into our institutional goals beyond applications and donations.
Beyond applying and giving, what are some of your big institutional goals for the year or long term?
Digitally, what do we want people to do? What will help us achieve our larger goals?
All of our communications aim to build and strengthen relationships while also promoting transactions.
Actions are only half the battle. We want to also influence their opinion about us. What they think of us in conjunction with.
Everything we do is branding. We want them to associate us with our key brand positions and why we matter in higher ed and the world. We are not selling a degree or a job. We’re selling a point of view. A way of thinking. What conversations do we want to be a leader in?
This determines the type and tone of our content. How cheeky can we be? How stern? Our competition.
This is why we absolutely need to understand our institutional goals and be a part of that conversation. Not just be ‘the social media people’.
But its not as simple as just saying social media will help us do x and we’ll use it to do such. Each individual network also has it’s pros and cons and we need to determine which combination will help with each goal. We need to watch how our audience - our specific audience - uses these and find out how they’d like to use them and then test to see if they self reported what they actually do.
Twitter may work better for a president looking to become more approachable - but thats only if they actually respond.
Maybe facebook helps academic departments forge and maintain relationships with students and parents throughout their alumnihood.
Linkedin could be great for our alumni who want to remain connected in a more professional way.
After research, so much of this is trial and error. With our specific goals in mind, not just vanity measures.
INTERACTIVE: What different types of content do you use for social media?
Event Driven News Historical Fun Trending Campaign Based Brand Building Informative
Measurement Ignore what you CAN measure, Define what you WANT/NEED to measure
Did they do what we wanted them to do?
Do they perceive us in ways we want to be perceived?
Sentiment isn’t something that can be measured easily. You need a human. You’ll have to set benchmarks for how people talk about you and what they reference you for. It doesn’t have to be quantitative but it can be. It will also help if you break it out by specific instance or issue.
Brand = association with our brand pillars, media experts, search keywords, etc.
All 'Growed Up': Social Media Matured
‘All ‘Growed Up’:
Jess Krywosa, Director of Digital Marketing
I don’t have ‘The Answer.’
What do we want people to do?
● Read Content
● Value Content
● ‘Permission Marketing’
● Mailing list sign up
● Event Registration
● Referrals to Apply/Give
● Audience Gained, Content Shared,
● Expand Reach Through Impressions
● Time spent on site/depth of visit via referral
● Increase in Positive
● Association with Key