These slides are based upon a one-hour webinar I facilitated for the Innovation Lab Schools' Ambassadors 31/05/19. We primarily focused on using Twitter to support their ambassador role.

1. 7 Steps: Social Media Strategy
for Innovation Lab School Ambassadors
1. Review
2. Plan
3. Brand
4. Protect
5. Connect
6. Engage
7. Evaluate
Plus some social media
goodies and a surprise! 
Kirsten Thompson | 31/05/19
Twitter: @iamKirstenT | K.Thompson@adm.leeds.ac.uk

2. 1. Review
• Digital identity = everything about
you on the web
• We cannot control our digital
identity but we can manage it.
Delete unused accounts (or give
them a purpose – link to another
account + monitor)
• Use strong passwords, 2 factor
authentication and a password
manager
• Monitor chatter about you e.g. set
up Google Alerts for your name and
keywords relating to your interests.

3. Tools to manage your digital ID
Password managers:
• LastPass: lastpass.com
• 1password.com
• Dashlane
Monitor your identity, or mentions of your work,
projects etc:
• Google.com/alerts

4. 2. Plan
Aims + objectives – what are
your keywords?
Who is your target audience?
Identify platforms: our
community is very active on
Twitter (so we’ll focus on that)
Planning content + time
Escalation – how will you deal
with issues that arise on
social media? Have a plan.

5. Twitter 101
• Profile: information about you/your account
• Share an update: tweet
• Likes: tweets you’ve liked
• Home: feed of tweets from accounts you follow
• Moments: curated stories (we can all create moments)
• Notifications: someone mentions you, likes/shares your tweet
• Messages: private/direct messages (DM or PM)
• Share someone else’s tweet: re-tweet (RT)
• Replies: mention by username e.g. @UniversityLeeds
• Hashtags: #keyword - discover content you are interested in and
make your content more discoverable
• Lists: to sort, filter and raise profile (people receive notification
when added to a Twitter List)
• Trending topics (by location): top conversations on Twitter

6. Keyword research
• Identify keywords
and hashtags that
relate to your reason
for being on each
social media
platform.
• Research hashtags
on platforms
• Use Hashtagify.me

7. Plan content + time
Outlook + Google Calendars

8. Productivity tools
Tools and techniques to help you stay focused:
• Pomodoro Technique:
https://francescocirillo.com/pages/pomodoro-
technique
• Forest app: https://www.forestapp.cc
• Timer on your mobile device

9. 3. Brand
• Be consistent
• Use vanity URLs e.g. Facebook.com/YourName
• Be clear about purpose in your branding +
profiles
• Values + responsibilities re brand
• Use those keywords

10. 4. Protect
Online communication:
• Existing laws + regs apply
• Privacy + anonymity do not =
protected
• Impact of sharing opinion
• Disclaimers
Mobile + security:
• Use official, trusted third-party
apps – research
• Location services on/off?
• How secure are your devices?
• Strong passwords?

11. 5. Connect
Grow your following
Apps to monitor and grow
your following

12. How do you grow your
following?

13. • Make relevant connections – keep focused on your aims /
objectives + intended audience
• Connect with accounts that will add value for you
• Never buy followers
• Do not play the follow/unfollow game.
• Mention other accounts when you share their content
• Collaborate
• Use relevant hashtags
• Experiment with new platform features
• Use Twitter Lists to curate accounts by topic, communities
• Create Twitter Moments to curate information, summarise
events and activities etc.
Grow your following

14. Apps to monitor + grow
• Native analytics e.g.
Twitter analytics
• Buffer (free + paid plans)
Twitter is preventing use of tools to manage
followers. Twitter-compliant tools have removed that
feature. Some tools still allow non-compliant
automation (e.g. automated DMs) and follower
management, but we risk our accounts being
suspended if we use them. More here:
https://help.twitter.com/en/rules-and-policies/twitter-
rules

15. 6. Engage
When to post
What to post
Schedule + monitor

16. When to post
Different for every account + platform:
• When are your followers online?
• When are the people you want to attract online?
Followerwonk – analyse your followers
https://moz.com/followerwonk/

17. Twitter Analytics
https://analytics.twitter.com/user/iamkirstent/tweets

18. What makes a great social
media post?

19. • Align content + engagement with your aims, objectives,
values + target audience
• Re-purpose content for different platforms
• Visuals (photos, graphics, infographics) + video
• Quotes turned into images
• Add value but don’t sell
• Create accessible content (next slide)
• Design graphics etc for small screens – that enhances
the accessibility and readability for a wider range of
people
• Keep it legal, decent, honest + true
What to post?

20. Make social media accessible
ALT text = Alternative text is for people who use screen
readers, to read aloud information on screen.
If an image is decorative only, label as such. Otherwise
they miss out on important information in visual media.
Check your social media settings, we can add descriptions
to images on:
• Twitter
• Instagram
• Facebook
• LinkedIn (on desktop)
Add descriptions in posts for GIFs and captions in videos.
Use CamelCase in hashtags by capitalising 1st letter of
each word e.g. #GlobalGoalsSchools

21. 1. Good or bad tweet?

22. 1. Good tweet
Use your
own
campaign
hashtag
Use
visuals
(video,
GIFs +
photos)
Speak
emoji 
CTA
Piggyback +
take
advantage of
relevant
trending
topics

23. 2. Good or bad tweet?

24. 2. Good tweet
Use your
own
campaign
hashtag
Use
visuals
(video,
GIFs +
photos)
Speak
emoji 
CTA
Storytelling
= great

25. Canva.com

26. 7. Evaluate
Continue to review your digital
identity
Evaluate your social media
activity (account, content,
engagement, impact)
Keep updated with platform +
mobile app developments
Monitor your privacy settings
Keep updated with legal
developments

27. Supporting ILS
Our main hashtag: #GlobalGoalsSchools
New hashtag to share why you participate in the
project: #iamGlobalGoalsSchools
Other relevant hashtags to reach a wider audience:
• #TeachSDGs
• #GlobalGoals
• #SDGs
And some goodies coming up… 

28. KlimmenVoorKakuma this June
• Nine’s challenge is happening in June. The money Nine
raises will benefit both Project Kakuma and Innovation
Lab Schools.
• Nine will get a tattoo if she raises 9K Euros before 22nd
June! Who wants to see a tattoo? 
• Please use this hashtag if you would like to promote:
#KlimmenVoorKakuma
• Profile header graphics and graphics for posts are
available, if you would like to use them.

29. Global Goals Auction September
Nine has also started collecting signed merchandise and
memorabilia to raise even more money by doing an
auction online.
The auction will run during #GlobalGoalsWeek in
September. The hashtag to promote the auction is:
#GlobalGoalsAuction.
After Klimmen Voor Kakuma, graphics will be available, so
we can help Nine promote the auction.

30. ILS Ambassador Badges!
Share your badge on social media and tell us why you are
part of this project using #IAmGlobalGoalsSchools
Thanks to Koen and Michael Dreznek for providing
inspiration and feedback. 