One Size Does Not Fit All
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Andrew Muir, Communications Coordinator, Office of Sustainability Charlene Prosser, Coordinator, Adele H. Stamp Student Union Which content works best on which platform? How would one piece of content look different across different channels? Learn how to answer these questions with confidence and walk away with an understanding of the platforms to help guide your content strategy.
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One Size Does Not Fit All
- 1. One Size Does Not Fit All: Tailoring Your Content Strategy
- 2. Who are we? Andrew Muir, Communications Manager Environmental Safety, Sustainability & Risk • 7+ years with University of Maryland • 10+ years managing social media accounts • 15+ years marketing & communications experience • Sustainability Twitter: @SustainableUMD Personal: @am_umd Charlene Prosser Castillo, Marketing & Design Coordinator Marketing & Communications, STAMP • 3+ years with University of Maryland • 10+ years designing professionally • 12 years designing for community organizations • 15+ years retail & customer service
- 3. In this session…. Understanding the different platforms • Strengths & Weaknesses • Best Practices What content works best on each platform? • How much content per platform • Which images work best? What steps should I be taking? • Example of “content strategy” progression Q & A
- 4. THE BOOK OF FACES Still sits upon the Iron Throne of Social Media… • Great platform for beginners • extremely user friendly • very few limits • Lots of different applications • photo galleries, video, location tagging • Still largest audience with largest demographics (despite what people say) • Where a lot of advertising money is going. • Companies spend the most on FB
- 5. THE BOOK OF FACES Is the Throne safe? What can go wrong? • Algorithm-based • Posts are not guaranteed to be viewed in real-time • Can get in the way of building a consistent strategy • Public interactions • Audience can see the good.. and the bad… (or the dead) • Requires frequency • Posts can get lost in the feed if viewed at all
- 6. INSTAGRAM RISING • Photo based, allows you to get more artistic and have fun • Enhance posts with photo-filters • Limited for messaging unless you go overboard (and you shouldn’t…) • Growing at a speculate rate, especially at UMD! • Adapting to Snapchat as a competitor (Insta Stories vs. Snap Stories) Insta has three dragons and is coming for the social media kingdom!!
- 7. INSTAGRAM RISING Can the dragons be defeated? What can go wrong? • Too much text will get glazed over • Check your #hashtags • #Terps isn’t just UMD anymore... • Don’t use the wrong image size or resolution! • Successful IG profiles have a curated profile • URLs cannot be clicked • Algorithm-based • Posts are not guaranteed to be viewed in real-time • Can get in the way of building a consistent strategy
- 8. THE TWITTERVERSE Little birds words travel really fast!! • Guaranteed to appear in real-time • Not algorithm-based • Quick and fast interaction with quickly growing audience • Great for events and hashtag aggregation • Tweets can carry URLs (short URLs preferred) • Easy to “retweet” or like posts for easy support • Greatest capability for far-ranging or viral posts • Excellent campus and university culture at UMD
- 9. THE TWITTERVERSE Can the little birds be trusted? What Can Go Wrong? • Posts can get easily lost • Requires frequent posting • Especially if without a photo or with a bad photo (DOA Tweet) • Character limit requires distilling your message • Can be frustrating • Messages should be to the point, or lead to a URL
- 10. SNAPCHAT ON THE SIDE Get over “The Wall” and start snapping! • More forgiving platform • 24-hr life span • Less curated approach, more for the moment, first-person perspective • Geo-location filters are wildly popular • SnapChat is still king of facial recognition filters • Best-use for building day-of excitement • Tracking is limited • Engagement is not public • Limited to direct messages
- 11. SNAPCHAT ON THE SIDE Beware of the wildlings… What can go wrong? • Tracking is limited • Not meant for strategy, best for awareness • Engagement is not public • Limited to direct messages
- 12. The Four Kingdoms Overview Facebook Best For: Providing more information SEO Legible information Usable URLs Advertisements Watch Out: Least popular visually Best Images: Appropriately sized Instagram Best For: Curated presence Beautiful branding Hashtag tracking Boomerang! Stories Watch Out: No URLs Best Images: Aren’t cluttered with too much text Twitter Best For: Guaranteed presence Direct/Public engagements with audience Legible information Short URLs Watch Out: Limited characters Best Images: Aren’t cluttered with too much text Appropriately sized SnapChat Best For: Quick captures First-person viewpoints Use of filters/stickers Watch Out: Direct messages only (no public interaction) Best Images: What’s happening now
- 13. Hold the Door! Strategize Before You Post What to Consider: • Audience • Who are you trying to reach? • Be specific. • Message/Goal • What are you “selling?” • What action do you want your viewer to have? • What kind of engagement are you expecting? • Is your image ready? • Are your images sized appropriately for their platform? • Don’t upload the same image across all platforms! • Platform Strengths • Facebook • Instagram • Twitter • SnapChat • Other
- 14. Facebook More Photos More to Say
- 15. EventsFacebook
- 17. Twitter One really good photo or four at the most
- 18. Getting whole message across succinctly Showcasing others work Twitter
- 20. SLO MOInstagram
- 22. Example Progression How to reformat different content per platform Facebook > Instagram > Twitter • Create your Facebook Post • Populate your content — you can be a little heavier handed here with your messaging • Include URL • Use appropriate image • Move onto Instagram • Limit your content to the “need to know” information and have your “sell” or action step • Use emojis! • Insert appropriate hashtags (but don’t go overboard) • Leave off URLs (or at least understand they will not be clickable (Short URLs are ALWAYS best) • Use an appropriate image (or multiple) — square is still preferred to maximize live area • Get ahead of the algorithm — post early in case the algorithm delays your post • Finally, get to Twitter • Leave off the fluff — distill your message further and keep only your sell or action step • Limit your hashtags so it won’t eat your character count (emojis count too!) • Add a short URL • Add a photo (up to 4) to take up some screen real estate on the feed • Don’t be afraid to post often!
- 23. Examples Poster Facebook Cover Facebook Post Instagram
- 27. Synchronization: where it can go wrong (and it usually does….) • Synching multiple channels via one main account seems like the solution to saving time & energy BUT….. • You lose out on the ability to tag others and keep your posts intact across the multiple channels SO….. • You should take the extra time to do an individual post on each channel and customize it appropriately
- 28. THANK YOU!!