This document provides an overview of social media strategy and best practices for organizations. It discusses defining goals and audiences for social media use, selecting appropriate platforms like Facebook, Twitter, Instagram and YouTube. It emphasizes the importance of ongoing content creation, community engagement through comments, shares and hashtags. Regular evaluation of metrics and analytics is also recommended to assess what strategies and content are most effective. The overall message is that social media requires careful planning, resource investment and ongoing effort to build an online community and achieve organizational goals.

1. Social Media
Overview,
Engagement &
Evaluation
Tyler Thomas – @TylerAThomas | social@unl.edu
Social Media Manager | University of Nebraska-Lincoln
June 16, 2016 #UNLSOCIAL

2. What comes to mind
when you hear
“social media?”
#UNLSOCIAL

3. Social
Media is
• Sharing relevant and
engaging content
with the right audience
on the right platform(s)
at the right time
#UNLSOCIAL

4. #UNLSOCIAL

5. Why would a
brand/
business/
organization
use social media?#UNLSOCIAL

6. SM is
good for
• Building brand awareness
• Connecting with an
audience
• Driving traffic to your web
properties
• Sharing news
• And a number of other
things
#UNLSOCIAL

7. SM isn’t
• Publishing “just because”
• Posting because you think
your audience is there or
because you like to use
the platform
• Right for everyone
#UNLSOCIAL

8. SM
should
• Have goal in mind
• Have a defined audience
• Have a plan for
community engagement
and building
• Have resources
(IT TAKES TIME)
#UNLSOCIAL

9. #UNLSOCIAL

10. Strategy
&
Planning
-Where does Social Media
fall in your digital eco
system?
-Who will manage it?
-Who does it support?
sales, marketing, pr,
customer service, hr, all of
the above?
#UNLSOCIAL

11. Strategy
&
Planning
GOALS
- What do you want to
accomplish with your
Social Media program?
- Who is your audience?
- Be specific
(demographic,
psychographics,
personas
etc.)
- It’s okay to have multiple#UNLSOCIAL

12. 77% of College
Students use
Snapchat daily.
#UNLSOCIAL
SOURCE

13. 90% of Instagram
users are younger
than 35.
#UNLSOCIAL
SOURCE

14. 31% of U.S. Senior
Citizens use
Facebook.
#UNLSOCIAL
SOURCE

15. #UNLSOCIAL
@GWGOES2COLLEGE
@D_CLAWS

16. Strategy
&
Planning
WHICH CHANNELS WILL
YOU MANAGE?
- Who is the audience
- What are your objectives
- Messaging
- Content themes
#UNLSOCIAL

17. #UNLSOCIAL
Network
Network
Size
Post
Types
# of Posts
Per Week
Ease
of Use
Limitations Advertising
FACEBOOK
1.65 billion
(monthly)
• Text
• Image
• Video
• Link
5-7 Easy
• Gen. Adv.
• Boost
Posts
TWITTER
310 million
(monthly)
• Text
• Image
• Video
• Link
• Include:
#Hashtags
10-15 Moderate
• 140
Character
Limit.
• 4 Photos
Max
• 30 sec
videos
• Need
regular
content
• Promoted
tweets

18. #UNLSOCIAL
Network
Network
Size
Post
Types
# of Posts
Per Week
Ease
of Use
Limitations Advertising
INSTAGRAM
300 million
(monthly)
• Image
• Video
• Text
captions
w/
hashtags.
3-5 Easy
Mobile
required.
Need high
impact
visuals
Promoted
posts
SNAPCHAT
100 million
(daily)
Real time
• photos
• Videos
Share 1-2
stories per
week
Hard
Mobile
Required
Need
training
High Cost
YOUTUBE
800 million
(monthly)
• Videos NA Moderate
Need to
produce
interesting
video
content
Moderate
Cost

19. #UNLSOCIAL

20. Strategy
&
Planning
CONTENT PLANNING
- Content team (don’t forget
about collaborators)
- What will you post?
- Where will you post?
- Who will post?
- What tools will you use?
#UNLSOCIAL

21. #UNLSOCIAL

22. Why is Listening
& Monitoring
Important?
#UNLSOCIAL

23. Execution
&
Engagem
ent
LISTENING
- Content curation
#UNLSOCIAL

24. Execution
&
Engagem
ent
LISTENING
- Content curation
-keywords
-phrases
-hashtags
#UNLSOCIAL

25. Execution
&
Engagem
ent
ON-GOING MONITORING
- Answering questions
- Responding to posts
- Commenting on posts
- Retweeting/sharing when
possible
#UNLSOCIAL

26. #UNLSOCIAL

27. #UNLSOCIAL

28. #UNLSOCIAL

29. #UNLSOCIAL

30. #UNLSOCIAL

31. Content
is King
TYPES OF CONTENT
- Specific
> Announcements
> News
> Promotional Campaigns
> Based on the calendar
- Evergreen
> General things that can
be shared whenever (no
expiration date)
#UNLSOCIAL

32. #UNLSOCIAL

33. #UNLSOCIAL

34. #UNLSOCIAL

35. #UNLSOCIAL

36. #UNLSOCIAL

37. #UNLSOCIAL

38. #UNLSOCIAL

39. #UNLSOCIAL

40. Execution
&
Engagem
ent
ENGAGEMENT
- Create and promote
hashtags
> General
> Event specific
> Join the current
conversation
#UNLSOCIAL

41. #UNLSOCIAL

42. Execution
&
Engagem
ent
ENGAGEMENT
- Create social situations
#UNLSOCIAL

43. #UNLSOCIAL

44. #UNLSOCIAL

45. #UNLSOCIAL

46. #UNLSOCIAL

47. #UNLSOCIAL

48. #UNLSOCIAL

49. #UNLSOCIAL

50. #UNLSOCIAL

51. Key
Resource
s
• Google docs
• In-app tools
(insights, analytics etc.)
• Third party tools & apps
(both free & paid
available)
#UNLSOCIAL

52. #UNLSOCIAL

53. Evaluatio
n
• Decide how often you
want to evaluate; weekly,
monthly, quarterly? Then:
• Review your goals
> Did you obtain your
objectives?
• Review your analytics
> What worked?
> What didn’t work?
#UNLSOCIAL

54. @TylerAThomas | Social@unl.edu
#UNLSOCIAL