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Evergreen and Growth: Sustainable Content Strategy for Social Media Managers

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Presented at HighEdWebNY (#hewebny) on June 12, 2015.

For social media managers struggling with the balance of being reactive and proactive on social networks, there’s at least one way to help quell the “content crazies” – to focus on the content already in existence to maximize its mileage. Through on campus partnerships, internal projects, and an eye toward our past creations to inspire future content, we can make the most of the stories we show, tell, and share about our school.

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Evergreen and Growth: Sustainable Content Strategy for Social Media Managers

  1. 1. Evergreen and Growth: Ma’ayan Plaut | Oberlin College @maayanplaut | #hewebny Sustainable Content Strategy for Social Media Managers
  2. 2. Daughter of farmers
  3. 3. Antithesis of my life now?
  4. 4. You can take the girl off the farm but you can’t take away her farming instincts.
  5. 5. Patience. Process. Product.
  6. 6. Bumper crops of content Reactive, not proactive
  7. 7. Purposeful planting and planned pruning
  8. 8. Our prototype: admissions
  9. 9. • What are you trying to say? • Who are you saying it to? • What have you already said? Exploratory conversation:
  10. 10. See the forest. See the trees. Look back to see what you’ve done.
  11. 11. Chicken or egg? Is our plan defined by our content? Or is our content defined by our plan?
  12. 12. Start a gardening journal. • Conditions • Process • Examples
  13. 13. Conditions: background & atmosphere • Who is it for? • Why are you doing this? • Where are you sharing?
  14. 14. Process: planting & maintenance • Who will do this? • How often will you do this? • How do you know it’s working?
  15. 15. Examples: diagrams & drawings • Platform • Sample posts • Required media
  16. 16. • What do you have? • Where is it? • How’s it doing so far? Content Audit
  17. 17. • Master calendar • Spreadsheets • Metadata Create your almanac
  18. 18. • Days/weeks • Academic calendar • Important dates • Relevant external dates Master calendar
  19. 19. • Content dump • Timely content • Organized content • Worksheets (metadata & packaging) • Metadata guide Spreadsheets
  20. 20. • 79 theme weeks of content • Aligned with major talking points • Three pieces of content per theme/week Organize your seed stock
  21. 21. • Heirlooms • Hybrids • Indoor starts Special seeds
  22. 22. • Align with other communications • Set up reminders • Flexible/”free” days Time your planting schedule
  23. 23. • Tagged URLs • Bit.ly links Metadata
  24. 24. • Watering • Weeding • Fertilizer Tending your social media garden
  25. 25. How’s your content doing? Watering
  26. 26. What’s growing along with your content? Weeding
  27. 27. What affects your content? Fertilizer
  28. 28. The world is your oyster (mushroom) Garden’s going, now what?
  29. 29. Inform new content strategy
  30. 30. Inspire new content creation
  31. 31. Jump-start new templates
  32. 32. Questions? Thoughts? (I love this stuff.) @maayanplaut maayan.plaut@oberlin.edu

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