Best practices for using social media at Brandeis University.

1. Social Media Best
Practices
Allie Morse ‘10
Digital Content and Social Media Specialist
Office of Communications

2. Social Media Best Practices
 Overview of social media at Brandeis
 Facebook
 Twitter
 Instagram
 Emerging social channels
 Overall tips and strategy

3. Brandeis University Channels
facebook.com/brandeisuniversity
twitter.com/brandeisu
instagram.com/brandeisuniversity
youtube.com/brandeisuniversity

4. No matter the platform…
 Social media is not about the platform, it’s about the people
 Audience first, content second, distribution third
 Pictures speak louder than words
 Playing in someone else’s sandbox
 Rapidly changing

7. From a student’s perspective
 More email than ever
 Less likely to check email than ever
 Inundated with messages everywhere they look
 How do we break through the noise?

8. Social Media Ambassadors
 7 student leaders
 Sounding board
 Keeps content fresh,
relevant and authentic
 Generate content
 Instagram takeover

9. Hashtags & Competitions
 #Brandeis
 #Brandeisbound
 Check in with me!
 Success of competitions
varies dramatically
 Hashtags -> Storify

10. Storify
• Collects public posts into
one shareable piece of
content
• Tangible results to hashtag
campaigns
• Contact me!

11. You represent Brandeis
• Be professional
• Your Brandeis account is
not a personal account
• Think and proofread
before you tweet/post

12. What is Facebook?
• Originally designed for and
by college students
• More than 1 billion users
• Longer form conversations
• Pages and groups
• “I’ve heard millennials are
abandoning Facebook,
should I?”

14. Why post?
 57% of 18-33 year olds use Facebook to coordinate social
plans
 62% of 18-33 year olds post about what they’re doing, where
they are and who they’re with
 FOMO strong on Facebook
 Students have indicated that they appreciate relevant info –
ask your audience!

15. Don’t be noise
 Post at least 3 – 5 times a week IF you have content
 Pictures generate interaction, links drive traffic
 Content does not need to be written by your team or
Brandeis communications – look for the unique!
 Student workers are goldmines

16. Brandeis Classical Studies Community

17. New Challenges
 Ever-changing algorithm
 Boosting posts and ad sets

18. Hacking your own “boost”
 Know your insights & audience behavior
 Boost content that is already likely to get many views
 Engage your audience in fun, low commitment ways
 Social media doesn’t exist solely online
 Make every interaction count!

19. Tips and Tricks
 Schedule posts
 Save drafts
 Change the headline,
teaser and photo
 Facebook debugger

20. What is Twitter?
 Digital watercooler
 140 characters
 Fast-paced
 Clients and tools

21. Why tweet?
• 74% of users are between 15-25
• Customer service and conversation
• Our students are there and expect us to be as well
• Prospective students

22. Effective Presence
• Clear goal and strategy
• Tweet frequently, but not too much
• Content geared toward Twitter – punchy, images
• Monitor and respond promptly
• Drive audience back to your website

23. Thinking about timing
• Spacing
• Who and where is your audience?
• 1AM in Boston is noon in New Delhi
• Weekends and big events

25. Source: Followerwonk.com

26. Source: Followerwonk.com

27. Community
• LISTEN and show respect
• #Brandeis
• Lists
• Not island of lost events
• Think about Waltham

28. Syntax
 Don’t start a post with @____, acts as a reply
 Better: .@BrandeisU is awesome!
 Catchy and brief
 Images! 480x240
 Build community & give nods

29. Instagram

30. What is Instagram?
 Photo blogging app
 Hashtags are king
 More than half of all
American Millennials are on
Instagram
 Authentic, real content
 Send me your photos!

31. Instagram Takeovers
 Week 3 of Instagram takeover by Social Media
Ambassadors
 Gives our audience what they want
 Students for the summer

33. Other platforms
 Youtube
 Pinterest
 Tumblr

34. Emerging platforms
 Tide is shifting from
bullhorn to peer to peer
 Snapchat
 Meerkat
 YikYak

36. Measurement
 Likes aren’t everything
 Better to have 100 engaged followers than 1000 bots
 Know what is effective
 Native tracking applications
 3rd party programs: Google Docs, Bit.ly, HootSuite

37. Emergencies, Controversies,
Complaints
• Emergency language comes from Communications
• Does this situation need a RT?
• Address strong complaints “offline” in a DM
• When in doubt, ask Communications.

38. Be human
• Sense of humor
• Responsive to audience’s
interests

40. Questions?
amorse@brandeis.edu
@allieemorse