Running a Social Media Department of One
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How can you maintain an extensive social media presence alone? This presentation provides tips on how to best make use of your limited time and resources when preparing to launch a social media presence for your brand. This presentation was originally presented at the National Association for College Admissions Council Annual Conference in 2012.
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Running a Social Media Department of One
- 1. A Social Media Department of One Jenna Withrow – via Google+ Hangout 1
- 2. A Social Media Department of One Identifying your content sources • University website articles • Google Alert • Twitter search and lists • University Facebook pages • User submissions • Event calendars • Your content calendar 2
- 3. A Social Media Department of One What to include in your content calendar • Daily posts • Academic deadlines • Admissions deadlines • Annual events • Athletic events • Campus traditions • Campus holidays 3
- 4. A Social Media Department of One Build your own social media team • Writers • Graphics designers • Videographers • Photographers • Event planners • Other social media managers 4
- 5. A Social Media Department of One Create an idea bank • Social media needs daily upkeep • Create running lists of current and potential promotions • Must prioritize special projects • Tackle one at a time 5
- 6. A Social Media Department of One A day in the life 1. Check email for potential posts / questions / issues 2. Review and edit to-do list 3. Check content sources 4. Select and schedule posts for first social networking site 5. Respond to user comments and messages on that site 6. Develop future messages and log in content calendar 6
- 7. A Social Media Department of One 7
- 8. A Social Media Department of One A day in the life 7. Repeat steps 4-6 for each site 8. Measurement and analysis 9. Special projects 10. Research 11. Update best practices 8
Notas del editor
- Before creating a profile for your department on a social media site, it is important to determine whether you have the right content for the network and your audience. Ask yourself: “where will I get my content?” If you have a small staff, it is nearly impossible to keep your page updated regularly if you try to create totally original content for each post. To help ensure that you have a steady flow of fresh content, identify key sources that you can pull relevant and shareable information from. To help you create this list, I’ll share mine.
- Let’s take a closer look at your content calendar. Keep in mind that this is for internal use, it’s to help you keep track of what you plan to post and when. REVIEW LIST ABOVE. I like to categorize my posts on my content calendar based on university initiatives (like student success and impactful research) to make sure I am sharing a wide variety of content that demonstrates the entire scope of the university. Too often, page managers get caught up in sharing specific content that they know will generate a high volume of feedback. If my only goal was to get thousands of likes and comments on each post, I would focus on athletics. But that’s not my only goal, or even my main goal. Beyond making connections with our university community, we have multiple goals when using social media, including building brand awareness of the many facets of our university, recruiting new students, and promoting school spirit, loyalty, and pride.
- Even though I’m the lone ranger in my social media department, I cannot complete many tasks without the help of my unofficial social media team. These are people within my office or around campus that are not assigned specifically to contributing to our social media presence, but who I have recruited to help when needed. It’s my job to coordinate with these people for various promotions to ensure I can find and use the content they are already producing. Part of that involves educating them on what I need exactly, be it speaking to a photographer about a specific shot for Facebook or sharing video ideas for our YouTube channel with our videographer. When we are working on major events or initiatives, I often reach out to the other social media managers on campus to request they share our content. This is a mutually beneficial relationship, as I will also use our channels to promote their new services and programs.
- Maintaining a social media presence requires daily upkeep. Between posting status updates, responding to user comments, and searching for new content, there is little time for a social media department of one to focus on special projects and promotions. To help time manage, I like to keep a running list of current and potential promotions that I need to work on. This could be on you computer, in your calendar, or if you’re like me on a sticky note attached to your computer monitor. I like to keep my list front and center while I’m working. When making list, be sure to prioritize projects based on timeliness, scale of project, and importance. Pick the one major project that needs your immediate attention, and dedicate a portion of your day or week to it. If you’re working alone, don’t try to tackle too many projects at once. Major social media contests and promotions take time. Stretch yourself too thin and you risk running a haphazard promotion, that will discourage fans from participating again.