The Scroll: Hamilton's Social Media Strategy (and Platform)

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Creating a true strategy for social media can be a very trying effort. Besides choosing the most appropriate channels for your audience, you also have to create content, choose a voice and maintain conversation and engagement at a pretty high level. You also need to decide how loud your audience's voice is in comparison to your own. At Hamilton College, our strategy has turned this idea on its head: what if the audience was the primary content creator and voice? How do we then 'feed the beast' and highlight the great content coming from our campus, our alumni and our communities? Enter 'The Scroll' - Hamilton's home grown moderated social media mash-up (Launching in February). Find out the strategy behind this endeavor, how content is being curated, cultivated and maintained, and how research, buy-in and education lead to its creation.

Education Business

The Scroll
Hamilton's Social Media Strategy (and
Platform)

The Basics
•  What's The Problem?
•  Who is the Audience?

The Basics
•  What's The Problem?
•  Who is the Audience?
•  Trying to communicate?

The Basics
•  What's The Problem?
•  Who is the Audience?
•  Trying to communicate?
•  Success looks like?

Advanced
•  Current Preferences?
•  Already Communicate?

Advanced
•  Current Preferences?
•  Already Communicate?
•  Call to Action?

Advanced
•  Current Preferences?
•  Already Communicate?
•  Call to Action?
•  Competition?

Advanced
•  Current Preferences?
•  Already Communicate?
•  Call to Action?
•  Competition?
•  New Tools?

Educate & Support
•  Strategy Understood

Educate & Support
•  Strategy Understood
•  Support Their Projects

Educate & Support
•  Strategy Understood
•  Support Their Projects
•  Top Down/Bottom Up

Educate & Support
•  Strategy Understood
•  Support Their Projects
•  Top Down/Bottom Up
•  High Tides Raise All Boats

Staff/Culture
•  TIme Commitments
•  Who Has Control?

Staff/Culture
•  TIme Commitments
•  Who Has Control?
•  Technical Issues

Be Real
•  No gimmicks!
•  Low Barrier to Entry

Be Real
•  No gimmicks!
•  Low Barrier to Entry
•  The Good & The Bad

Be Real
•  No gimmicks!
•  Low Barrier to Entry
•  The Good & The Bad
•  Timeliness is Crucial

All of The Things
•  Easy to Find/join
•  Meaningful Uses

All of The Things
•  Easy to Find/join
•  Meaningful Uses
•  Coord. Conversations

All of The Things
•  Easy to Find/join
•  Meaningful Uses
•  Coord. Conversations
•  Incorporate into NEws

Shared Creation
•  Audience Ideas
•  Continued Education

Shared Creation
•  Audience Ideas
•  Continued Education
•  Policy Vs. Guidelines

Defined Goals
•  Vanity Metrics
•  Positive Sentiment

Defined Goals
•  Vanity Metrics
•  Positive Sentiment
•  Visibility

Defined Goals
•  Vanity Metrics
•  Positive Sentiment
•  Visibility
•  Comm via Social

Defined Goals
•  Vanity Metrics
•  Positive Sentiment
•  Visibility
•  Comm via Social
•  Completed Goals

Q&A
FOr More:
hamilton.edu/thescroll
@jesskry

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