Social media accounts are created every day by student organizations, academic departments, programs, and countless other units across your campus. How do you support and coordinate all of these accounts when they're managed by dozens (or hundreds) of people scattered throughout your institution? In this session we will explore the tools and methods that William & Mary uses to tackle this challenge, from guidelines for starting a social media account, to the best ways to keep track of existing accounts, to how to create and sustain a social media users group (SMUG), and how you can bring all of these ideas back to your campus so you can start to wrangle your own herd of social media squirrels.

1. Tiffany Broadbent Beker (@tb623)
Web Developer & Social Media Coordinator
University Communications
William & Mary (@williamandmary)
Williamsburg, Virginia
As Easy As Herding Squirrels:
Managing Social Media
On Your Campus
H I G H E D W E B 2 0 1 5
# H E W E B 1 5
# M C S 9

2. Brace Yourself
Social media accounts for
your campus are coming
(or are already here)
P H O T O V I A F L I C K R B Y T O M I TA P I O K ( T O M I TA P I O )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / T O M I TA P I O / 6 5 0 6 8 2 7 3 4 9 /#mcs9

3. Social Media Growth At
William & Mary
Plus: 25 YouTube accounts, 11 Flickr, 6 Tumblr, 12 LinkedIn, 5 Pinterest & 15 Blogs
NumberofAccounts
50
200
350
500
2009 2010 2011 2012 2013 2014 2015
3 8 12
66
13 22
116 125
219
333
464
8 17
51
83
109
148 164
Twitter Facebook Instagram

4. Let 1,000 Flowers Bloom
P H O T O V I A F L I C K R B Y C O R E Y S E E M A N ( C S E E M A N )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / C S E E M A N / 8 6 5 8 7 4 9 0 0 6 /
#mcs9

5. A Little Outside Help
P H O T O V I A F L I C K R B Y P E T E R G T R I M M I N G ( P E T E R - T R I M M I N G )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / P E T E R - T R I M M I N G / 7 0 3 3 1 0 8 8 9 9
#mcs9

6. Starting An
Account
• Unique,
interesting,
sharable content
• Time & resources
for maintenance
• S.M.A.R.T goals
P H O T O V I A F L I C K R B Y G I L L E S G O N T H I E R ( G I L L E S G O N T H I E R )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / G I L L E S G O N T H I E R / 5 1 5 7 8 3 7 0 5 1
#mcs9

7. The Nuts & Bolts
• Include school name,
abbreviation, or
“official”
• Provide details and
links between channel
& your website
• Distinguishing, square
profile photo
• Public/open account
P H O T O V I A F L I C K R B Y D A W N E L L N E R ( N AT U R E S D A W N )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / N AT U R E S D A W N / 3 9 4 3 9 8 4 9 3 5
#mcs9

8. With Every Post
Remember…
• Conversational tone
• Editorial quality
• Content is accurate,
respectful, public
• Use mentions & hashtags
• Is it interesting &
shareable?
P H O T O B Y S T E P H E N S A L P U K A S , C O L L E G E O F W I L L I A M & M A RY
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / W I L L I A M - A N D - M A RY / 6 1 9 4 6 7 0 7 7 7
#mcs9

9. Comment Policy
& Spam
• On-topic, respectful
interactions
• No abusive or hate
language, or profanity
• No promotional posts
unless deemed related &
of interest to community
• Clean out spam clutter P H O T O V I A F L I C K R B Y TAT I A N A B U LY O N K O VA ( R E S S A U R E )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / R E S S A U R E / 5 6 0 0 7 3 4 0 8 3
www.wm.edu/social-media-comment-policy
#mcs9

10. In Case Of Emergency…
H T T P : / / W W W. D A I LY M A I L . C O . U K / N E W S / A RT I C L E - 2 4 7 6 5 0 4 / O H - N U T S - P O O R -
S Q U I R R E L - L O O K S - D E VA S TAT E D - D R O P P I N G - S N A C K - T E L E G R A P H - P O L E . H T M L
Share official announcement verbatim,
refer any questions to the university spokesperson
#mcs9

11. In The End…100 > 10,000
w w w. w m . e d u / s o c i a l - m e d i a - u s e r s - g u i d e
P H O T O V I A F L I C K R B Y R O B E R T TAY L O R ( B O B O L I N K )
H T T P S : / / W W W. F L I C K R . C O M / P H O T O S / B O B O L I N K / 7 8 3 2 5 2 6 5 0 6 /
#mcs9

12. s o c i a l . w m . e d u#mcs9

13. #mcs9

14. #mcs9

15. Keeping Track
Active
(in the last 3 months)
#mcs9

16. Keeping Track
Flagged for review
#mcs9

17. Keeping Track
Inactive
#mcs9

18. Keeping Track
#mcs9
http://bit.ly/wm-smdir

19. Why Collect Accounts?
Listen to campus
community, plus keep
tabs on activity &
messaging
Enable visitors to
easily find accounts
of interest & know
they’re official
P H O T O V I A F L I C K R B Y D AV I D H I L L ( P L AT Y C RY P T U S )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / D E H I L L / 7 8 9 1 8 9 0 6 2 0#mcs9

20. #mcs9

21. #mcs9

22. #mcs9

23. Parody
Accounts
• Keep an eye on
content & activity
• Ask if they want to
be “endorsed”
• If not violating
trademarks or
pretending to be
official - let them be
P H O T O V I A F L I C K R B Y J O J A K E M A N ( J O J A K E M A N )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / J O J A K E M A N / 4 4 7 9 2 3 5 9 9 8
#mcs9

24. Avoid Surprises
(or try to)
P H O T O V I A F L I C K R B Y P E T E R T R I M M I N G ( P E T E R - T R I M M I N G )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / P E T E R - T R I M M I N G / 8 1 9 9 9 7 5 7 5 2 /#mcs9

25. Public
Submission
Form
#mcs9

26. Dig Around
P H O T O V I A F L I C K R B Y P E D R O E U G E N I O A N T U N E S ( P E A N T U N E S )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / P E A N T U N E S / 8 7 0 6 1 4 6 8 5 5 /
#mcs9

27. Stay Alert
Keep an eye on mentions & hashtags
P H O T O V I A F L I C K R B Y P E T E R T R I M M I N G ( P E T E R - T R I M M I N G )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / P E T E R - T R I M M I N G / 1 0 5 1 7 3 6 1 7 9 3 /
#mcs9

28. Spread The
Word
• Faculty/Staff &
Student email
listservs
P H O T O V I A F L I C K R B Y P E D R O A L A N V E R N O N ( A L A N V E R N O N )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / A L A N V E R N O N / 4 0 9 0 1 0 7 4 8 0#mcs9

29. Spread The
Word
• Faculty/Staff &
Student email
listservs
• Internal portal &
public website
P H O T O V I A F L I C K R B Y P E D R O A L A N V E R N O N ( A L A N V E R N O N )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / A L A N V E R N O N / 4 0 9 0 1 0 7 4 8 0#mcs9

30. Spread The
Word
• Faculty/Staff &
Student email
listservs
• Internal portal &
public website
P H O T O V I A F L I C K R B Y P E D R O A L A N V E R N O N ( A L A N V E R N O N )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / A L A N V E R N O N / 4 0 9 0 1 0 7 4 8 0#mcs9

31. Spread The
Word
• Faculty/Staff &
Student email
listservs
• Internal portal &
public website
• Your social media
channels
P H O T O V I A F L I C K R B Y P E D R O A L A N V E R N O N ( A L A N V E R N O N )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / A L A N V E R N O N / 4 0 9 0 1 0 7 4 8 0#mcs9

32. Now That You
Have Their
Attention
(& Emails)
Start being SMUG
(Social Media User’s Group)
P H O T O V I A W I K I M E D I A B Y ( E B O R U T TA )
H T T P : / / C O M M O N S . W I K I M E D I A . O R G / W I K I /
F I L E : G O L D M A N T E L Z I E S E L . J P G
#mcs9

33. Hang Out Together
Facilitate conversation & knowledge sharing
P H O T O V I A F L I C K R B Y F R A N C O F O L I N I ( L I V E N AT U R E )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / L I V E N AT U R E / 1 0 6 3 9 9 5 8 4 0 4
#mcs9

34. Establish A
Common
Communication
Channel
Share information,
articles & events via a
Facebook or G+ group
or email listserv
P H O T O V I A F L I C K R B Y J A C K M A R I O N ( B R A D F O R D S T 2 1 9 )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / 8 3 8 5 0 3 8 2 @ N 0 2 / 8 3 6 4 6 4 5 2 7 8
#mcs9

35. W&M SMUG
est. January 2011
#mcs9

36. Create A
(Virtual)
Home Base
P H O T O V I A F L I C K R B Y G I L L E S G O N T H I E R ( G I L L E S G O N T H I E R )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / G I L L E S G O N T H I E R / 2 6 1 4 4 1 4 0 7 6
http://www.wm.edu/smug
#mcs9

37. Get together for group
lunches or tweet-ups
Everyone’s
Gotta Eat
P H O T O V I A F L I C K R B Y D AV I D ( L O N G H O R N D AV E )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / 9 9 2 5 5 6 8 5 @ N 0 0 / 1 5 2 2 2 3 8 4 1
#mcs9

38. Go Formal
Watch a webinar
mStoner, Meet Content,
HootSuite, Social Media
Today, Hubspot, CASE,
Higher Ed Experts
Host in-person meetings
with a featured
presenter, panel or topic
P H O T O V I A F L I C K R B Y A L E J A N D R O M A L L E A ( J A N O M A )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / J A N O M A / 4 4 7 2 7 2 7 6 5 1
#mcs9

39. Break Down Silos
& Build Your
Contact Base
P H O T O V I A F L I C K R B Y D W I G H T S I P L E R ( P H O T O FA R M E R )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / P H O T O FA R M E R / 3 2 2 6 2 8 9 7 6 7 /
#mcs9

40. Keep The
Barrier To
Entry Low
P H O T O V I A F L I C K R B Y B R I A N S N E L S O N ( E X F O R D Y )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / E X F O R D Y / 1 1 8 4 4 8 7 0 5 0 /
#mcs9

41. Be Flexible, One Size Doesn’t Fit All
P H O T O V I A F L I C K R B Y L U D O V I C B E R T R O N ( L AV E R R U E )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / 2 3 9 1 2 5 7 6 @ N 0 5 / 3 5 7 1 8 0 5 3 2 1 /
#mcs9

42. The SMUG &
Social Media
Worlds Are
Your Nuts To
Crack
P H O T O V I A F L I C K R B Y K A I S C H R E I B E R ( G E N I S TA )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / G E N I S TA / 1 2 7 0 4 8 3 4 7 /#mcs9

43. Thank You Tiffany Broadbent Beker
@tb623 or tiffany@wm.edu
P H O T O V I A F L I C K R B Y P E T E R G T R I M M I N G ( P E T E R - T R I M M I N G )
H T T P : / / W W W. F L I C K R . C O M / P H O T O S / P E T E R - T R I M M I N G / 7 4 7 4 9 1 1 0 7 4
#mcs9