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Tips and Tricks for successful audience engagement on social media

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Presented at the William & Mary Student Affairs kick-off meeting January 13 2016

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Tips and Tricks for successful audience engagement on social media

  1. 1. SOCIAL MEDIA Tips and tricks for successful audience engagement University Communications
 Tiffany Broadbent Beker
  2. 2. WHO ARE YOU TALKING TO? Before anything else, figure out:
  3. 3. WHO IS YOUR AUDIENCE? ALUMNI CURRENT STUDENTS PROSPECTIVE STUDENTS PARENTS GENERAL PUBLIC PEER ORGANIZATIONS
  4. 4. WHAT CHANNELS IS YOUR AUDIENCE USING? SOCIAL MEDIA USAGE BY AGE 0 15 30 45 60 75 90 15-17 18-29 30-49 50-64 65+ Facebook Twitter Instagram Pinterest LinkedIn
  5. 5. GOALS What are you using social media for?
  6. 6. YOUR ORGANIZATION’S GOALS ▸ Engage and connect with your audience ▸ Humanize and give personality to your organization ▸ Generate awareness ▸ Publicize events and promotions ▸ Answer questions (a.k.a. “customer service”) ▸ Disseminate important information quickly
  7. 7. FOCUS YOUR EFFORTS
  8. 8. WHAT DO YOU POST? So you have a social media account…
  9. 9. WHAT INTERESTING, USEFUL AND RELEVANT INFORMATION DO I HAVE TO SHARE? Ask yourself…
  10. 10. START BY LISTENING LISTENING WILL HELP YOU... ▸ Understand your audience (and what they’re saying about you) ▸ Learn your audience’s likes and interests ▸ Use social media as a conversation not a broadcast tool ▸ Open Your Ears, Ma’ayan Plaut
  11. 11. ...AND COLLABORATING
  12. 12. CONTENT TIPS ▸ Provide some benefit in exchange for users’ attention (behind the scenes, insider info, etc.) ▸ Ask meaningful questions ▸ Add a comment when you share a link (Why should folks click?) ▸ Stay on topic, relate each post back to your organization in some way ▸ Use a conversational tone, social media is not a formal platform ▸ Keep it (relatively) short ▸ Ask yourself “Would I find this interesting?”
  13. 13. CONTENT TIPS PHOTOS & VIDEOS ▸ Photos/video do not have to be professionally done, just well-taken and well- composed (in focus, well-lit etc.) ▸ Create your own graphics with text via canva.com or similar sites ▸ Share posts by others, with attribution (Regram or Repost apps for Instagram) ▸ Post natively to each channel (when possible) ▸ Caption all images to provide context, attribution
  14. 14. CONTENT TIPS FACEBOOK TIPS ▸ Don’t need to leave link in post (paste, get the link preview, then delete)
  15. 15. CONTENT TIPS FACEBOOK TIPS ▸ Don’t need to leave link in post (paste, get the link preview, then delete) ▸ Can choose the best thumbnail for your link
  16. 16. CONTENT TIPS FACEBOOK TIPS ▸ Don’t need to leave link in post (paste, get the link preview, then delete) ▸ Can choose the best thumbnail for your link ▸ Upload a custom link thumbnail image
  17. 17. CONTENT TIPS FACEBOOK TIPS ▸ Can change your Page Name at any time (after 200 likes) ▸ Make sure to use “William & Mary” or “W&M” ▸ Can privately message a user who comments on your post
 
 ▸ Stock direct message replies
  18. 18. CREATE A CONTENT CALENDAR Campus Event Facebook Twitter Monday Tuesday Wednesday Thursday Friday Announce a contest Twitter Update cover photo Facebook Twitter Throwback Facebook Twitter Follow Friday #FF Twitter
  19. 19. CONTENT TIPS BEFORE HITTING “PUBLISH” ▸ Don’t post anything online you wouldn’t want permanently recorded and associated with your organization ▸ Always pause, reread, and check your facts, links, grammar, and tone
  20. 20. DO NOT ENGAGE THE TROLLS Refer to the W&M Comment Policy 
 www.wm.edu/social-media-comment-policy Most times the community will 
 self-correct and self-police
  21. 21. BEWARE OF SPAM WHAT IS SOCIAL MEDIA SPAM? ▸ Off topic, with no attempt to mention or reference your organization or field ▸ Selling or promoting products/ventures 
 (with no relation or reference to your organization or field) ▸ Inflammatory, derogatory, profane, duplicate content ▸ Can appear in many places on your page: Comments Posts by Others Twitter Followers Refer to the W&M Comment Policy 
 www.wm.edu/social-media-comment-policy
  22. 22. HOW WILL PEOPLE FIND YOU? Via your website Pre-existing social media accounts W&M Social Media Directory social.wm.edu/directory
  23. 23. HOW WILL PEOPLE FIND YOU? Like/Follow
 Similar/relevant accounts Share/Retweet
 Updates from others Tag/Mention
 @williamandmary Tag Facebook Page by Display Name
  24. 24. HOW WILL PEOPLE FIND YOU? Like/Follow
 Similar/relevant accounts Share/Retweet
 Updates from others Tag/Mention
 @williamandmary Tag Facebook Page by Username Tag Twitter Page by Username
  25. 25. HOW WILL PEOPLE FIND YOU? Like/Follow
 Similar/relevant accounts Share/Retweet
 Updates from others Tag/Mention
 @williamandmary Hashtags 
 #wmcharterday, #wmgrad, #wmconvocation
 http://www.wm.edu/hashtags
  26. 26. CONTENT TIPS WHEN CROSS-POSTING: CUSTOMIZE YOUR CONTENT
  27. 27. SOCIAL MEDIA MANAGEMENT WHO IS YOUR “SOCIAL MEDIA PERSON”? ▸ Designate someone who is responsible for (and has time for) updating, monitoring and maintaining the accounts ▸ Should have the permission/authority to speak on behalf of your organization (or direct connection to someone who can) ▸ Ensure there’s another person with access to the accounts for backup ▸ Join the W&M Social Media User’s Group (SMUG)
  28. 28. SOCIAL MEDIA MANAGEMENT MANAGING YOUR SOCIAL MEDIA TIME 5 minutes
 twice a day to monitor page & answer questions 30 minutes once a week to plan posts Can schedule posts with Facebook, HootSuite, Buffer or TweetDeck but be prepared for conversations daily At minimum...
  29. 29. SOCIAL MEDIA MANAGEMENT HOW OFTEN SHOULD YOU POST (AND WHEN)? Capitalize on when 
 your audience is 
 most active online. twice
 per week once
 per week At minimum... once
 per week Outdated social media pages are just as bad as outdated websites.
  30. 30. ▸ Attract X new fans or followers ▸ Get Y comments, retweets or shares on your posts ▸ Increase website traffic from social media by Z% HOW WILL YOU DETERMINE SUCCESS? SET MEASURABLE AND REALISTIC GOALS Success will not happen overnight, but if you don’t track something, you’ll never know how you’re doing. ~8,500 students
 ~2,500 faculty & staff
 94,000+ alumni
  31. 31. HOW WILL YOU DETERMINE SUCCESS? IT’S NOT ALL ABOUT THE NUMBERS Create interesting & engaging posts that people want to share, and they will generate publicity for you indifferent followers 100 > 10,000 dedicated & engaged users
  32. 32. THANK YOU! QUESTIONS? tiffany@wm.edu More info:
 www.wm.edu/social-media-users-guide
 www.wm.edu/smug

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