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The Scroll....Elements of a Great Institutional Social Media Strategy
1.
…Elements of a
Great Institutional Social Media Strategy Jessica Krywosa (@jesskry) Director of Interactive Content Strategy
2.
hamilton.edu/thescroll
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
What are the
elements of a great (institutional/brand) social media strategy?
20.
Research
21.
The Basics
22.
The Basics • What
is “The Problem”?
23.
The Basics • What
is “The Problem”? • Who is the audience?
24.
The Basics • What
is “The Problem”? • Who is the audience? • Trying to communicate?
25.
The Basics • What
is “The Problem”? • Who is the audience? • Trying to communicate? • Success looks like?
26.
Advanced
27.
Advanced • Current preferences?
28.
Advanced • Current preferences? •
Already communicate?
29.
Advanced • Current preferences? •
Already communicate? • Call to action?
30.
Advanced • Current preferences? •
Already communicate? • Call to action? • Competition?
31.
Advanced • Current preferences? •
Already communicate? • Call to action? • Competition? • New tools?
32.
@Hamilton
33.
@Hamilton
34.
@Hamilton
35.
@Hamilton
36.
Buy In
37.
Educate & Support
38.
Educate & Support •
Teach strategy
39.
Educate & Support •
Teach strategy • Support their projects
40.
Educate & Support •
Teach strategy • Support their projects • Top down/bottom up
41.
Educate & Support •
Teach strategy • Support their projects • Top down/bottom up • High tides lift all boats
42.
@Hamilton
43.
Ability to Implement
44.
Staff/Culture
45.
Staff/Culture • Time commitments
46.
Staff/Culture • Time commitments •
Who has control?
47.
Staff/Culture • Time commitments •
Who has control? • Technical issues
48.
@Hamilton
49.
Which best describes
your social media staff? A. One full time position B. “Additional duties as assigned” C. A student/students D. Other
50.
Branding (campaign) Focused
51.
Brand Support
52.
Brand Support • No
one voice outshines
53.
Brand Support • No
one voice outshines • Watch the ‘one offs’
54.
Brand Support • No
one voice outshines • Watch the ‘one offs’ • Everything supports
55.
Brand Support • No
one voice outshines • Watch the ‘one offs’ • Everything supports • Brand, business & outcomes
56.
@Hamilton
57.
@Hamilton
58.
Authentic
59.
Be Real
60.
Be Real • No
gimmicks!
61.
Be Real • No
gimmicks! • Low barrier to entry
62.
Be Real • No
gimmicks! • Low barrier to entry • The good & the bad
63.
Be Real • No
gimmicks! • Low barrier to entry • The good & the bad • Timeliness is crucial
64.
@Hamilton
65.
@Hamilton
66.
@Hamilton
67.
Q&A Break
68.
Integrated
69.
All of The
Things
70.
All of The
Things • Easy to find/join
71.
All of The
Things • Easy to find/join • Meaningful uses
72.
All of The
Things • Easy to find/join • Meaningful uses • Coord. conversations
73.
All of The
Things • Easy to find/join • Meaningful uses • Coord. conversations • Incorporate into other areas
74.
@Hamilton
75.
@Hamilton
76.
@Hamilton
77.
Collaborative
78.
Shared Creation
79.
Shared Creation • Audience
ideas
80.
Shared Creation • Audience
ideas • Continued education
81.
Shared Creation • Audience
ideas • Continued education • Policy vs. guidelines
82.
@Hamilton
83.
@Hamilton
84.
@Hamilton
85.
Measured
86.
Defined Goals
87.
Defined Goals • Vanity
metrics
88.
Defined Goals • Vanity
metrics
89.
Defined Goals • Vanity
metrics • Positive sentiment
90.
Defined Goals • Vanity
metrics • Positive sentiment • Visibility
91.
Defined Goals • Vanity
metrics • Positive sentiment • Visibility • Comm via social
92.
Defined Goals • Vanity
metrics • Positive sentiment • Visibility • Comm via social • Completed goals
93.
@Hamilton
94.
Q&A For More: hamilton.edu/thescroll #GetScrolled @jesskry
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