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![VIDEO
“[On Facebook] video posts had
organic reach of 8.71%, far higher
than text-only statuses’ 5.77%,
link posts’ 5.29%, and photo
posts’ 3.73%”
Food for thought: consider
building out video content
• Alumni Spotlights
• Larger events
• Hangouts on Air
• Informational videos
about our services
Source: Seiter, Courtney. “12 Facebook Tactics Working Right Now.” Buffer Social.
30 Mar. 2015. Web. 4 May 2015.](https://image.slidesharecdn.com/3bfc089b-e07c-44f8-a716-8054a96334cf-150813200105-lva1-app6891/75/MARCOM_JillPimentelFINAL-12-2048.jpg)
MARCOM_JillPimentelFINAL
- 1. DEVELOPING AN EFFECTIVE SOCIAL MEDIASTRATEGY & USING METRICS TO DRIVE RESULTS JILL PIMENTEL PROGRAM AND COMMUNICATIONS COORDINATOR BROWN UNIVERSITY
- 2. SOCIAL MEDIA REVOLUTION • 53%of millennials would rather lose their sense of smell than their technology • By 2018 video will account for over 2/3 of mobile usage • Grandparents are the fastest growing demographic on Twitter • The average person has a :07 attention span; the average goldfish has :08 • The 4 P’s of Marketing have been replaced with the 4 C’s of Digital Content • Creating, Curating, Connecting, Culture Source: Erik Qualman, Social Media Revolution 2015 https://www.youtube.com/watch?v=jottDMuLesU
- 3. WHY FOCUS SPECIFICALLY ONSOCIAL MEDIA? • To address changing algorithms • To meet users where they are • To find strategies in avoiding the tendency to simply be a megaphone • To increase overall engagement (digitally and in-person) • To increase visibility of the wide scope of work that we do
- 4. HOW WE PREVIOUSLY MANAGEDSOCIAL MEDIA • Twitter: just jobs • Facebook: everything (thanks to Hootsuite) • Instagram: not yet used
- 5. HOW CAREERLAB MANAGES SOCIALMEDIA • Team of Peer Career Advisors (PCAs) help to find and generate content across channels • PCAs split into teams based on interest • Social Media Ambassador is the lead PCA and helps strategize and create digital content • Two video interns film and produce alumni spotlights and event takeaways • Editorial calendar and strategic processes for scheduling posts
- 6. TWITTER • Witty, engagingposts sharing job and intern- ship opportunities • All 10 of our PCAs contribute • Occasional, but rarely, also promote upcoming events • Utilize it for larger events in action #browncareerfair #janlab2015
- 7. FACEBOOK • Changing algorithmsin recent years reduced average reach to 6% • Engagement = higher reach • Posts should link to a variety of web sources (unless you generate your own blog posts) • Start with reducing posts to just one per day (or every other day) • Diversify content: job search skill resource, upcoming event, alumni spotlight video, resource video
- 8.
- 9. CAPITALIZE ON UPCOMING CAMPUSEVENTS/CREATE A CAMPAIGN
- 10. CHECK YOUR PROGRESS Watch Pagesthat are similar to your organization
- 11. INSTAGRAM • Define consistenthashtags and create a library of those that will be used always or sometimes • Share quote photos • #motivationalmonday • Share high-quality photos of campus, events, people (spotlights)
- 12. VIDEO “[On Facebook] videoposts had organic reach of 8.71%, far higher than text-only statuses’ 5.77%, link posts’ 5.29%, and photo posts’ 3.73%” Food for thought: consider building out video content • Alumni Spotlights • Larger events • Hangouts on Air • Informational videos about our services Source: Seiter, Courtney. “12 Facebook Tactics Working Right Now.” Buffer Social. 30 Mar. 2015. Web. 4 May 2015.
- 13. DEFINING METRICS & GATHERINGANALYTICS Facebook
- 14. DEFINING METRICS & GATHERINGANALYTICS Instagra m
- 15. DEFINING METRICS & GATHERINGANALYTICS Twitter analytics.twitter.co m
- 16. DEFINING GOALS • Trackingvideo content views/engagements more deliberately • Creating clear, measureable goals for the next academic year • Engagement (clicks vs. likes/favorites vs. shares/retweets) • Reach • Engagement based on content type • Follower growth
- 17. DO • Measure yourprogress across channels (likes, engagements, follows, etc.) • Twitter: Iconosquare • Facebook: Built-in insights • Twitter: Built-in insights • YouTube: Built-in insights • Get creative with content and photos! • Share student success stories! • Research your audience, utilize student workers to help keep you current with digital trends and interests • Develop a social media strategy and consistently check in with and measure goals; Keep testing!
- 18. DON’T • Forget toengage with @mentions! • Post the same content across channels (especially without context!) • Miss a posting • Creating an editorial calendar or action plan for each of your social media channels can help ensure consistent posting and content for your audiences • Let your social media channels fall by the wayside
- 19.
Editor's Notes
- #5 + Twitter: PCAs would post jobs and internships using Hootsuite – they’d post to not only Twitter (and appropriate accounts) but also to facebook + Facebook: events and jobs; Facebook would be oversaturated with about 5-6 posts per day; we did not highlight students or engage in more humorous ways
- #6 + Facebook team: finds content based on editorial calendar; I curate that content; Social Media Ambassador queues up posts + Instagram team: assigned posting days to post either photos of campus, upcoming events, or videos of PCAs or the office + Twitter (all): post job and internship opportunities based on our job board or unique opportunities from advisors + Spotlights on alumni or students, as well as more humorous content surrouncing job search skills, helps to improve engagement
- #9 ----- Meeting Notes (5/5/15 14:41) ----- This post ended up resulting in 22 likes!
- #11 Insights >>> Overview >>> Scroll down and you can add pages to see how you compare When you click on a page, you see their top posts for that week, which can give you an idea of the types of content students are engaging with
- #14 + used this to inform how we told our story; which posts were more engaged with defined how we developed our ed cal and the types of content
- #17 Hiring a specific Social Media Intern: ONE CONSISTENT VOICE; CONSISTENCY ACROSS CHANNELS
- #19 @mentions – I’ve tried to engage with orgs on twitter asking a question or following up on a post of theirs with no response! Make sure someone is accountable for checking and responding to any mentions.