Se ha denunciado esta presentación.
Se está descargando tu SlideShare. ×

Student, patient, farmer, fan: Managing facets of a large social media ecosystem

Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio

Eche un vistazo a continuación

1 de 102 Anuncio

Student, patient, farmer, fan: Managing facets of a large social media ecosystem

Descargar para leer sin conexión

The challenges of scaling a social media presence with consistent brand and tone become readily apparent at large institutions—especially with differing goals and audiences across the spectrum. In this session, we’ll look at four different social media footprints at the University of Florida—UF Social, UF Health, The Institute of Food and Agricultural Sciences, and UF Athletics—and identify best practices and governance structures within each, and how each works to break through institutional silos to tell the school’s story.

The challenges of scaling a social media presence with consistent brand and tone become readily apparent at large institutions—especially with differing goals and audiences across the spectrum. In this session, we’ll look at four different social media footprints at the University of Florida—UF Social, UF Health, The Institute of Food and Agricultural Sciences, and UF Athletics—and identify best practices and governance structures within each, and how each works to break through institutional silos to tell the school’s story.

Anuncio
Anuncio

Más Contenido Relacionado

A los espectadores también les gustó (20)

Más de Jeffrey Stevens (14)

Anuncio

Más reciente (20)

Notas del editor

  • Carcassone - Eugène Viollet-le-Duc in 1853 and added to the UNESCO list of World Heritage Sites in 1997.[
  • Benefits of the Morrill Acts of 1862 and 1890.
  • • 2
    • Support from various other comm staff
    o 5-7 hot topics per week from web writer
    o EDIS publications for #TBT
  • • 2
    • Support from various other comm staff
    o 5-7 hot topics per week from web writer
    o EDIS publications for #TBT
  • • 2
    • Support from various other comm staff
    o 5-7 hot topics per week from web writer
    o EDIS publications for #TBT
  • • Production meeting once a week
    • Monitoring and strategy from Tiffany
    • External media company assists in developing social media ads for large campaigns
  • • Everyday consumers, agricultural sector
    o Pinterest – women and families
    o Instagram – geared towards students, more upbeat
  • • Platform and content strategy training
    • Administration access for adherence to communication branding
    • Review all accounts every six months to look at growth and branding
    • Extensions generally run their own content
    o Close oversight given only for large events
    • Shared production calendar
  • o New President
    o Doubled Impressions
    o Twitter chats to identify bugs
    o 8 + posts led to a net increase in fans, counter to previous research that showed decrease in likes when primary accounts posted more than 4 times a day.
  • • Building community support is integral to the success of IFAS accounts
    o Required building trust with affiliated colleges less familiar with the team
    Open Houses for communicators
  • o Sports – managed by directors who handle PR and social media
    o Sports writers
    o Coaches
    o Cheerleaders / Mascots / Service Areas
    See Gatorzone/social for full list
  • • Meets every Tuesday
    • Sharepoint community for marketing reps
    o Calendar – assets and messages
    o Dropbox – sharing photography assets
  • • Reviewed for marketing and branding guidelines – consistency across all platforms for naming conventions – instant discoverability
    • Bruce looks at upcoming trends and changes in social media and disseminates information across the organization
    Design changes yearly to match year’s brand guidelines
  • • Making relationships stronger Breaking down silos between the Athletic and rest of campus. Bruce recounts helping several colleagues go the library, literally just two blocks from the stadium.
    • Accounts are less likely to be off-message as they are run by dedicated marketing staff
  • • Seat brackets – engineering department / Gator Swamp cross-collaboration (https://www.youtube.com/watch?v=M2-zijWpms4)
  • • Director of Social Media
    • Social Media Specialist
    • 0.4 – Writer/Storyteller
    • Intern (paid)
    • College students who hang out, provide insight and eat snacks
    • 1 – Videographer
    • 1 – Social Media Manager
    • 0.6 – Writer/Storyteller
  • Planning for the long term school calendar
  • 2,000
  • Policies and procedures were in place when I arrived. The people who like policies and procedures have had us do some minor revisions over the past year. Personally, I’m not a fan of policies and procedures written in stone -- we spend too much time chiseling and not enough time exploring, growing, helping and evolving.
  • The Internet is wonderful place. The Internet is a horrible place.
    People are awesome. People are assholes.
    Suggestion: Find the person who handles “bad news” on campus, understand their job and what they try to accomplish when things are not good. Let them understand what you can provide with social tools. Constantly communicate both the positives and negatives of actions (and inactions) on the social web. Don’t plan on sleeping if things go bad, the Internet never rests.
  • Instagram
    Sept - Aug (110% increase)

    Twitter
    34% increase

    Facebook 8.8% increase

    Snapchat
    12,000+ views on every snap

×