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Evergreen and Growth: Sustainable Content Strategy for Social Media Managers

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Presented at Confab Higher Ed in New Orleans on 11.5.15.

Published in: Social Media, Marketing, Education
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Evergreen and Growth: Sustainable Content Strategy for Social Media Managers

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

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