The Four Pillars of a Social Media Strategy eduWeb 2011 – San Antonio.
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Transcript of The Four Pillars of a Social Media Strategy eduWeb 2011 – San Antonio.
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The Four Pillars of a Social Media Strategy
eduWeb 2011 – San Antonio
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Pillar #1 - Broadcasting
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Where is your audience?
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Ivy Tech’s Facebook Fans
I’m going to Disney World!
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Ivy Tech’s YouTube Channel
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Ivy Tech’s Twitter Page
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“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
~ Sun Tzu quotes (Chinese General and Author, b.500 BC)
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Create a sense of community & belonging
Provide excellent customer service
Communicate important messages
Showcase students, faculty & staff
Provide a sense of what we are about
Extend the Ivy Tech brand(all social networking)
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Communication plan
Treat it like a Helpdesk
Make friends and have fun!
Content Strategy
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Website Widgets
Getting the Word Out…
Lure them with free stuff!
Taglines on all communications
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Where else are you broadcasting?
What are your goals?
Ask the Audience…
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Pillar #2 - Listening
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Why Listen?
Protect your brand
Answer questions
Make connections
Find your audience
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Listening Tools
FacePinch
Twitter Mentions
BoardReader
BlogPulse
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School Name
Nickname
Abbreviations
President
Search Terms
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Tread lightly
Respect privacy
When to Respond
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Are you using listening tools?
How often do you comment?
Ask the Audience…
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Pillar #3 - Community Management
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Community management includes:
Moderation
Maintenance
Customer interaction
Answering questions
Coverage
Message generation
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Things you don’t want in a community manager:
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Good Community Managers
Team Player
Good judgment
Networking skills
Friendly
Brand advocate
Good listening & writing skills
Strong customer service skills
Dependable, honest &
trustworthy
Natural mediator
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Community Management Tools
Website
Document repository
Knowledge base
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Social Media never restsEvening and weekend coverage
necessary
Coverage Schedule
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Moderator Guidelines
When to respond
Dealing with the negative
When to take it offline
When to delete (almost never!)
How to write for social media
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Who are your community managers?
What are your coverage hours?
Ask the Audience…
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How will you measure success?
Pillar #4 - Measurements/Analytics
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Align social media goals with institutional strategic goals
Establishing Goals
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Insights
Page Views
User Wall Posts
Post Impressions
Post Feedback
Post Likes
Post Comments
Total Likes
New Likes
Unlikes
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Twitter Counter & TweetStats
Questions & Answers
Number of followers
Number of mentions
Tweet days and times
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Insights
Total SubscribersTotal Views
Most Popular Videos
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Who is currently measuring social media?
What are your goals?
Ask the Audience…
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Thank You!
Michele Morrical-Hygema
Follow me:
michelemorrical.wordpress.com
twitter.com/michelemorrical