The document provides guidance on starting a social media campaign called #ChangeATsu aimed at raising awareness about inadequate services at Syracuse University and improving the student experience. It outlines objectives of attracting students to discuss issues on campus and making SU a better place. The campaign utilized Twitter, Facebook, Google Forms, and anonymous blogging to solicit feedback from students and gauge metrics like mentions, engagements, and responses. Lessons learned include the importance of consistent posting, incorporating other platforms, and A/B testing messages. While polling and engaging topics worked well, anonymity and underutilized blogging did not.

1. How To Start A
Social Media
Campaign
By: Fanta Dicko, Alexander Alomar, Ali Simon, and Aja Watkins

2. 2
Corrie Horan, 2014

3. #Change
AtSU
3

4. MUST-HAVES
4
Knowledge of your objectives
Catchy hashtag
Consistency
Spark interest
Targeted audience
Knowledge of each social media platform being used

5. 5

6. OBJECTIVES
6
Build brand visibility and authority
Influence and promotion of brand
Gain insight into a community of interest

7. OBJECTIVES
#ChangeATsu
7
Raise awareness about the inadequate services provided to SU students
Attract SU students and get them to talk about the issues on campus
Utilize anonymous blog and Google Form to get feedback about issues on the SU
campus
Improve mental health of students, as well as their well-being
Make the Syracuse University community a better place for everyone

8. Goals
8
How to set goals for a social media campaign:
Traffic: The eyeballs on your site. You want to use social media to drive a larger and larger audience
to visit your website.
Leads: You want to use social media to drive people to your website to download, post, or become a
lead.
Reach: The greater reach you have, the easier it is to get significant traffic or leads from social media
channels. If reach is your key metric, you want to increase your social media followers or fans.

9. Goals (Con’t)
9
Reach: The greater reach you have, the easier it is to get significant traffic or leads from social media
channels. If reach is your key metric, you want to increase your social media followers or fans.
Buzz (Mentions): More mentions means more people talking about you means more awareness of your
company and product among a greater audience. If buzz or awareness is important to you, you will want
to measure mentions of your brand names in social media over time.
Customer Happiness: People are talking about you whether or not you want them to! Social media allows
you to tune into conversations your customers are having, be they positive or negative.

10. Goals
#ChangeATsu
10
Twitter:
20 Mentions
50 Engagements
30 Retweets
Facebook:
50 page likes

11. Strategy
11
To promote the #ChangeatSU campaign via Twitter and Facebook and get Syracuse
University college students to share their opinions and stories of things they want to see
improved on campus.
Students can share their experience and concerns by tweeting us, writing on our Facebook
wall, or anonymously through Google Forms. We utilized A and B testing to evaluate which
phrases, tweets, and hashtags received the most amount of engagement from the audience.
We want to make Syracuse University a better place.

12. Resources
12
Facebook
Twitter
Personal connections
Google Forms
Professors

13. Metrics
13
Referred to Twitter and Facebook analytics to see how much engagement each
post received
This enables us to gage our results, see what worked, what didn’t

14. Facebook Analytics
14(Facebook insights, 2015)

15. Twitter Analytics
15
- On average we earned 150
impression per day over 28 days:
- 1.7% Engagement rate
- 13 link clicks
- 16 retweets
- 4 likes
- (Twitter Analytics, 2015).

16. 16
Top Tweets

17. Campaign Benchmark- Twitter
17

18. Campaign Benchmark- Facebook
18

19. 17 total responses
19
GOOGLE FORM RESPONSES

20. Lessons Learned
20
- Not everyone feels comfortable posting their past experiences at the SU
counseling center on Twitter
- Consistent tweeting is important for a new social media campaign
- Incorporating other social media platforms helped expand our audience(ex.
Thunderclap)
- Creating a social media campaign requires a lot of planning and a lot of time

21. What Worked?! :)
21
- Including trending hashtags enabled us to receive more engagements from
our audience
- We received a lot of positive engagement by incorporating twitter polls into
our tweets
- A and B testing allowed us to determine which posts received more
engagement
- Integrating popular campus topics into our posts
- Engaging with our audience

22. What Didn’t Work? :/
22
- Remaining anonymous
- Using our ChangeAtSU blog for students to post their
thoughts,experiences,and opinions
- Originally having a topic that was too specific

23. References
23
Change at SU Facebook insights.(2015).(Graph illustration of page likes, post reach, and
engagements).Retrieved from https://www.facebook.com/ChangeAtSU/insights/
Horace, Corrie. (2014, April 3). 5 Tips to Starting a Successful Social Media Campaign. Retrieved from
https://www.youtube.com/watch?v=ucySpkxbWNg.
Twitter analytics.(2015).(Graph illustration of ChangeAtSU results: engagements,tweets,impressions).ChangeAtSU results
from twitter analytics. Retrieved from
https://analytics.twitter.com/user/ChangeAtSU/home

24. Questions
And
Answers
?
24