Establishing a Social Media Program

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Social media has been adopted by many (if not all) higher education institutions, but is still in it’s infancy. Social media is more than tweeting and wall posts. Learn how to develop a sustainable social media program which includes crisis management, governance, training, strategy development and more. In addition, learn how to get buy-in from the social media naysayers on campus.

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Establishing a Social Media Program

  1. 1. Establishing a Social Media ProgramMike McCready@MikeMcCreadymikemccready.ca
  2. 2. A huge thanks@bryanrhodes @jowyang @charleneli@usairforce
  3. 3. A social media program changes culture
  4. 4. What does it mean to be a social business?https://www.youtube.com/watch?v=SjX3160MEPQ
  5. 5. My story
  6. 6. Saw an institutional gapCreated Lethbridge College’s Office Facebook Page in March 2010.
  7. 7. Crafted my own job description
  8. 8. You need a social media evangelist/champion
  9. 9. Social media growth
  10. 10. Rogue social media
  11. 11. Herding cats???
  12. 12. Risks of no social media program
  13. 13. Risks of no social media programBranding Inconsistencies
  14. 14. Risks of no social media programLack of strategy/ineffectiveness
  15. 15. Risks of no social media programUnauthorized Access
  16. 16. Risks of no social media programInappropriate Responses
  17. 17. Risks of no social media programInappropriate Responses
  18. 18. Risks of no social media programInappropriate Responses
  19. 19. 4 areas of a social media program
  20. 20. 4 areas of a social media program1. Social Media Policy, Procedures, Guidelines2. A Training Program3. A Social Media Centre of Excellence (CoE)4. Governance Model
  21. 21. 1. Craft a social media policy
  22. 22. 1. Craft a social media policy“You are buildingrelationships that have notexisted before… in thesenew openrelationships, the powershift is such that we arenot quite sure how weshould act.”-- Charlene Li
  23. 23. 1. Craft a social media policyFrom Lethbridge College – view full procedure here: http://bit.ly/15oAKDq
  24. 24. 1. Craft a social media policyThis is posted on each institutional Facebook page at Lethbridge College.
  25. 25. 2. Develop a training program
  26. 26. 2. Develop a training program
  27. 27. 2. Develop a training programOfficial Use• Created on-demand training• Staff could watch the recording from their deskat their convenience• Covered the policy, social media best practicesand responding to negative comments• Awarded a certificate upon completion
  28. 28. 2. Develop a training program
  29. 29. 2. Develop a training program
  30. 30. 2. Develop a training programGeneral Use/Increase Awareness• Developed lunch sessions on topics like Twitter 101,Facebook Privacy, etc.• Presented at department meetings• Guest lectured in class• This helps the campus community to betterunderstand social media & improves buy-inGreat resourceshttp://bit.ly/iqWkAvhttp://on.mash.to/YGzxmT
  31. 31. 3. Establish a Centre of Excellence
  32. 32. 3. Establish a Centre of ExcellencePlanningMissionRolesPoliciesRoadmapResourcesBudgetPeopleEducationResearchProcessesMonitoringMeasurementCollaboration
  33. 33. 3. Establish a Centre of Excellence
  34. 34. Business case for a CoE• Consistent social experience• Improve efficiency• Foster accountability
  35. 35. 3. Establish a Centre of ExcellenceSteps to get started:1. Identify a lead (social strategist)2. Obtain executive sponsorship3. Educate the campus communityFor more info on Social Media Centre of Excellence concept, visit JeremiahOwyang’s blog at: http://bit.ly/WFpLpW
  36. 36. 4. Choose a governance model
  37. 37. 4. Choose a governance modelOne department managesall social media activities.A cross-functional team(CoE) sits in the hubhelping business areas.For more information on social media governance models, visit http://bit.ly/100xRHe
  38. 38. 4. Choose a governance model
  39. 39. Social media is social
  40. 40. Getting Campus Buy-In
  41. 41. Small Wins
  42. 42. Show The Numbers
  43. 43. Questions?Mike McCreadyManager, Marketing & Web DevelopmentNorQuest CollegeTwitter: @MikeMcCreadyBlog: mikemccreacy.ca

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