We've all been there—you're given the chance to create a social strategy from scratch but given no goals or expectations. What do you do next? In this session, learn how to build out a social media program to support institutional goals with a clear and measurable framework.

1. A Tale of Strategy
Discovery and Triumph
Erin Supinka, Assistant Director of
Digital Engagement
#eduweb18 | #ErinGoesToWork
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6. “For me context is the key – from that comes
the understanding of everything.”
Kenneth Noland
#Eduweb18 | #ErinGoesToWork
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7. • Started Oct 2014
• Graduated in May 2014
• First dedicated social
media manager
• New position to help
monitor and understand
our digital footprint
• Title IX investigations
• Shifted into assistant
director role Oct 2016
Hi, I’m Erin.
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8. • Unexpected change in office
leadership
• Current president had been in
place for < one year
• Report directly to Associate Vice
President for Communications
• Media Relations, Office of
Communications
• I am the “office bully*”
*This is a good thing. I swear.
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9. • Analytics
• Content production
• Video editing
• Photography // photo assistant
• Social media management
• Best practices // guidelines
development + workshops
• Campus-wide emergency
preparedness manual +
communications strategy
• Audience Engagement
• Design
• Manage campus TV and radio
studio
• Accessibility
• Advertising
• Website updates
• Social listening + reputation
management
• Content audits + strategy
Things We Do:
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10. • Analytics
• Content production
• Video editing
• Photography // photo assistant
• Social media management
• Best practices // guidelines
development + workshops
• Campus-wide emergency
preparedness manual +
communications strategy
• Audience Engagement
• Design
• Manage campus TV and radio
studio
• Accessibility
• Advertising
• Website updates
• Social listening + reputation
management
• Content audits + strategy
Things We Do:
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lol, jk. these are
all the things
I’ve done for the
office

11. 12

12. Social Media:
We know we need it and should be
paying attention, but that’s all we
know right now.
Every boss, everywhere
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Higher Education
#Eduweb18 | #ErinGoesToWork

14. Questions I asked myself:
#Eduweb18 | #ErinGoesToWork
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15. What word, phrases, or ideas do I
see repeated? In multiple places?
What types of stories are we
telling again and again?
Who are we featuring?
What are sending to our
prospective students? Alumni?
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#Eduweb18 | #ErinGoesToWork

16. Dartmouth’s social media presence serves as
another resource to maintain and develop the
College’s brand. It serves as an opportunity to
connect and grow the College’s community
by empowering our audiences to engage and
share their own stories.
Dartmouth’s Social Mission
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#Eduweb18 | #ErinGoesToWork

17. • Community
• Location
• Academic Excellence
• Experiential Learning
• Liberal Arts
• Adventure
• Passionate, accessible
faculty
Content Buckets
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20. We want to sound like
someone you went to class
with or met during your time
on campus.
We know the lingo and history.
We proudly share a sense of
place with our community.
• We are funny, but not silly.
• We are confident and proud,
but not boastful.
• We strive to be
approachable and helpful,
but not overbearing.
Dartmouth’s social
media voice is human.
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21. We tailor our tone
to each platform
and audience while
remaining
consistent and
authentic to
Dartmouth’s brand.
Tone by Platform
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22. Outreach
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Workshops
Office Hours
Trainings
Consulting
Best Practices
Collaborations

24. Policies
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25. ImplementationCommentingCross-Promoting
Provides requirements,
guidelines, and
suggestions for content
creators who are
interested in promoting in
via the main Dartmouth
channels.
Establishes a guidelines
regarding comments and
how we, as Dartmouth,
will engage with the
content.
Sets standards and
implications of creating
social media accounts
representing any official
Dartmouth entity.

26. ERIN’S GUIDE TO
GETTING A SEAT
AT THE TABLE
#Eduweb18 | #ErinGoesToWork
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29. Ask questions. A lot.
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#Eduweb18 | #ErinGoesToWork

30. Bring examples.
#Eduweb18 | #ErinGoesToWork
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31. Ask to sit in.
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#Eduweb18 | #ErinGoesToWork

32. Do your research.
#Eduweb18 | #ErinGoesToWork
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33. Share what you find.
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#Eduweb18 | #ErinGoesToWork

34. Make it relevant.
Make it tangible.
#Eduweb18 | #ErinGoesToWork
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35. Bribe them.
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#Eduweb18 | #ErinGoesToWork

36. 37
Oh no.
Analytics.

37. We collect, analyze, and report
on data weekly, monthly,
quarterly, and yearly; however
data is reviewed and
appropriate adjustments made
daily.
With the digital space’s fluidity,
nimbleness is required to stay
relevant.
Frequency
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38. To gauge success, we measure our data
against a series of benchmarks calculated
from internal and external sources.
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39. • Industry averages –
externally sourced
• Peer performance –
internally sourced
• Brand Metrics – internally
sources
• Yearly, quarterly, and
monthly averages and
medians
Benchmarks
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40. Weekly Monthly Quarterly Yearly
Reach ● ● ● ●
Engagements ● ● ● ●
Site Traffic ● ● ● ●
Identify and measure trends and anomalies ● ● ● ●
Followers ● ● ●
Benchmarks Comparison ● ● ●
Top posts ● ● ●
Review any test data ● ● ●
Analyze any test data ● ●
Summarize metrics and findings ● ●
Present recommendations and changes ● ●
Build out strategy and new tests ●
Reporting
Last updated: 06/06/18
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THREE FRAMEWORKS

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THREE FRAMEWORKS
IF FORMULAS

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THREE FRAMEWORKS
IF FORMULAS
OTHER TAGS

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IF Formulas =
if this is true,
do this.

47. If you are really thankful,
what do you do?
You share.
W. Clement Stone
#Eduweb18 | #ErinGoesToWork
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48. Get in touch!
@erinsupinka
erin.m.supinka@dartmouth.edu
#Eduweb18 | #ErinGoesToWork
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