This document outlines a social media campaign plan for a university. The plan aims to unite the campus community through increased social engagement. Key goals include strengthening relationships on and off campus and raising school spirit. The creative strategy involves a social media awareness week, recognizing social media champions, and using gamification. The plan provides details on target audiences, an event calendar, content calendar, advocacy program, and metrics for measuring success.

1. Social Media
Campaign

2. OVERVIEW

3. CONVERSATIONAL AUDIT
Twitter 52%
News 23%
Blogs 13%
Forums 11%

4. MISSION
To unite the campus community through social engagement.

5. TARGET AUDIENCE
Student Organizations/Resources
Community Members/Partners
Local Businesses
Faculty/Staff/Alumni
Students

6. GOALS
Increase interaction between on-campus
organizations/resources.
Strengthen relationship between campus
and surrounding community
Raise school spirit
Increase attendence at events
Generate higher positive sentiment
Instill school traditions

7. CREATIVE STRATEGY
Social Media
Awareness Week
Social Spartan OTM
Gamification

8. SOCIAL MEDIA AWARENESS WEEK
Join
the
Conversation
SCHEDULE
Hosted by:
DATE TIME EVENT/WORKSHOP
KICKOFF MIXER | ft. Keynote Speaker Michael Brito, SVP of
Edelman Digital
140 | How to get your point across in 140 characters
Content Counts! | Creating effective content calendars
Social Media Tool Belt | Equip yourself with the essential
tools for social media
Michael Brito,
SVP of Edelman Digital

9. SOCIAL SPARTAN OTM

10. GAMIFICATION STRATEGY

11. EVENT CALENDAR
SPARTAN PRIDE
EDUCATIONAL PROGRAMS
SPORTING EVENT
CAMPUS INVOLVEMENT

12. CONTENT CALENDAR
TWITTER
FACEBOOK
SJSU TODAY
YOUTUBE

13. ADVOCATE PROGRAM

14. CRISIS COMMUNICATION MAP
engage
privately
re-direct
COMMUNITY
MANAGERS
assess Engage In proceed Converse proceed re-direct
Public? Further?
COMPLIMENT
SOCIAL Expertise in Can CM engage
assess
SPARTAN Organization? Help? privately
Monitor PARTICIPANT UPSET?
Conversations
COMPLAINT SJSU/ Is Topic Is Engagement Positive
proceed proceed
EVENT Sensitive? Positive? Outcome?
engage
privately
assess Legitimate? proceed
COMMUNITY
OTHER ISSUES
do not
engage
engage
re-direct
privately

15. MEASUREMENT & EVALUATION

16. THE TEAM
Carolyn Galvante
@CarolynGalvante
Tim Winfred
@PlatinumTim
Quynh Nguyen
@QuynhLatifah
Alaura Bergado
@AlauraAshley
Megan Wymer
@Megan7Wymer
Justin T.D. James Ryan Whitchurch
@JTDJames @RyanWhitchurch