Covers steps to build a social media strategy and offers a best practice for creating branded shareable content. illustrates these concepts with a University of Minnesota case study.
8. USING SOCIAL MEDIA STRATEGICALLY
1. Goals
2. Objectives
3. Tactics
4. Measurement
• Audience
• Tools
• Messages
• Voice and
Tone
• Integrating
9. #1 Goals
• Build on overall communications strategy
• Identify how social media fits in to leverage
specific objectives
Remember:
Social media = one tool in the tool box
10. #2 Objectives
• Specific
• Measurable
• Achievable
• Relevant
• Time-based
• Humanistic
• Actionable
• Testable
• Clarity
• Happiness
SMART HATCH
From “The Dragonfly Effect”
www.dragonflyeffect.com
From Leah Lundquist PA5920
11. #3 Tactics
• The “now what”
• Social media action to accomplish objective
• Piece of the larger social media puzzle
• Think daily posts
12. #4 Measurement
• Intermediate:
– Platform Insights
• Advanced:
– Google Analytics
– Google Analytics tracking campaigns for
referral source analysis
13. USING SOCIAL MEDIA STRATEGICALLY
1. Goals
2. Objectives
3. Tactics
4. Measurement
• Audience
• Tools
• Voice and Tone
• Messages
• Integrating
14. Define Audience
• Segment your audience
– What audience do you target in traditional marketing
communications strategy?
• Social media audit
– Who is already talking about you in the social world?
• Potential audiences
– Who do you want to engage with in the social world?
– Opportunity to extend reach to new audiences
Adapted From Leah Lundquist PA5920
15. Determine Tools
• Social media can be overwhelming!
• So many tools: which is the right one?
• Use goals to determine which social media
platform is appropriate
• Don’t be everywhere; focus social media
communication
Adapted From Leah Lundquist PA5920
16. Voice and Tone
• Develop a brand voice
• Select 5 words: How do you want your
audience describe your brand?
• Assists with consistent voice and tone across
multiple administrators
17. Integrating Communications
• Determine primary content to promote
• Develop editorial calendar
• Develop engagement calendar
• Craft messages to fit platforms
• Schedule content for efficiency and
effectiveness
Adapted From Leah Lundquist PA5920
21. University Relations Goals
1. Build trust, understanding and pride in the
University of Minnesota
2. Enhance and protect the University’s image and
reputation
3. Effectively tell the story of the people, the work,
and the value that the University delivers to the
state, its economy, and its residents
22. Social Media Objective
• Grow engagement on University of
Minnesota Facebook page by 50% during
CY 2013.
• Consistently drive traffic from University
of Minnesota Facebook page to umn.edu
homepage stories.
23. Social Media Tactic
• Get social media followers to spread our
messages into their personal networks
• Offer content that people want to consume in
the social space – shareable and branded
24. Tactical Steps
• Educate key collaborators on shareable content
(creative director, designers)
• Develop shareable content calendar
• Create shareable content graphics in coordination
with homepage editorial calendar
• Schedule shareable content posts in Facebook