This document discusses social media communication and personal branding. It emphasizes understanding algorithms and organic versus paid reach on social platforms. The key aspects are creating engaging content for different audiences like students, staff, alumni and the scientific community. Content should communicate excellence, foster advocacy through information and emotion, and engage communities in continuous dialogue to build a sense of belonging. Metrics help measure success and identify areas for improvement.

1. Médias sociaux et communication
Yan Luong
FB: fb.com/yluong
IG: @yan_luong_
Li: linkedinc.om/in/yluong

7. L’IMPORTANCE DU PERSONAL
BRANDING ET DU PUBLIC PROFILING

8. Membres de
l’organisation
Organisation Médias de masse
News
Relations média, évènements, …
Médias
trad
Médias
sociaux
@yan_luong

10. COMPRENDRE ET FAIRE TRAVAILLER
L’ALGORITHME

12. PORTEE ORGANIQUE ET PORTEE PAYANTE

15. CONTENUS

16. Intérêts de l’audience
• Information
• Emotion
• Appartenance
• Authenticité
• Dialogue

17. Stratégie
Qui êtes vous?
A qui parlez-vous?
Où parlez-vous?
So what? Why would I care?
Comment mesurer le succès ?
Actions correctives
@yan_luong

18. General
outreach
In the
classroom
Professional
development
Media
relations
Potential
students
OBJECTIVES
Support institutional and departemental objectives
Act as catalyst of (communication) activities
Enable direct communications and dialogue with communities (internal and external)
Foster EPFL awareness and advocacy
Humanize digital presences and relationships
Enable peer-to-peer interactions within communitites
Co-create value
EPFL

19. Engaging: content and platform strategy
Prospective
Students
Students Staff Alumni
Scientific
Community
Media Professionals General Public
Facebook
Twitter
LinkedIn
Youtube
OBJECTIVES
Communicate excellence in research and education
Foster advocacy through information and emotion
Engage in a continuous dialogue with the communities
Build a sentiment of belonging and common culture amongst community members
Build bottom up and horizontal awareness (national and international)
Complement media relations

21. Crédibilité
Ce que disent les autres sur vous est plus
important que ce vous dites sur vous
@yan_luong

22. The rise of the micro influencer

25. CURATION ET PARTAGE

27. FORMATS MULTIPLES

29. ADAPT IT YOURSELF

32. 10 FIRST SECONDS STORYTELLING

34. NO SOUND, TEXT OVERLAY

37. RECYCLAGE

41. FB EVENTS ARE A THING, AGAIN

43. OUTILS DE GESTION

51. QUESTIONS ? C’EST APRÈS LA PAUSE !