1. Social media refresher
#UWMSM
#UWMSM

2. Social Media Strategy
1. Purpose: Why are you establishing a social
media presence?
2. Objective: What is your goal, and what will you
post?
3. Audience: Who is your target audience, and
who are you trying to engage?
#UWMSM

3. Social Media Strategy
4. Execution:
– Who will establish and be an administrator?
– Who will monitor and maintain?
– How often will you post to the site?
– How will you cross-promote?
– How will you keep track and measure your
accomplishments?
– What type of content will you share?
– How will you address inappropriate comments?
– How will you promote your site?
– How will you integrate social media in your overall
communications strategy?
#UWMSM

4. UWM’s social media strategy
• Twitter:
– Primary audience: UWM students (60% of followers under the
age of 34)
– Secondary audience: Prospective students, alumni, faculty, staff
and the surrounding MKE community
– @UWM tweets only needs to meet one of the audiences to be
tweeted out
– @UWM publicity 2-3 times per day (mostly M-F)including RTs.
No more than 2 RTs per day.
– Monitors and answers tweets to UWM, UW Milwaukee,
University of Wisconsin-Milwaukee, #UWM, #UWMilwaukee
– Goals: Builds brand awareness, grows community,
engages/monitors brand and provides timely customer service
#UWMSM

5. Monitors UWM, UW Milwaukee, University of Wisconsin Milwaukee, #UWM,
#UWMilwaukee, etc. Uses hub-and-spoke for communicating tweets to campus units
#UWMSM

6. UWM’s social media strategy
• Facebook:
– Primary audience: UWM students (75% of users
under the age of 34)
– Secondary audience: Prospective students,
alumni, faculty, staff and the surrounding MKE
community
– Posts must meet the primary audience and one
secondary audience
– No more than three posts per week
– Goals: Build community and Panther Pride
#UWMSM

7. UWM’s social media strategy
• Instagram:
– Primary audience: UWM students
– Secondary audience: Prospective students and
alumni
– All images/video should capture UWM
– 3-4 posts per week – no more than one per day
– Goals: Monitor brand and treat account like our
brand’s lifestyle magazine
#UWMSM

8. UWM’s social media strategy
• Tumblr (everyday.uwm.edu):
– Primary audience: Prospective students
– Secondary audience: UWM students, alumni and
MKE community
– 3-4 posts per week – no more than one per day
– Goal: Showcase UWM and life as a student to
prospective students
#UWMSM

9. Twitter
#UWMSM

10. What’s the difference?
A
B
#UWMSM

11. • ANSWER: Unless you are tweeting directly to
someone, be sure to put a character before
someone’s handle when tweeting at or about
the user.
– Example A: This is a conversational tweet that goes
directly to @Shellby_Matta. People that follow
@UWM and @Shellby_Matta will be able to see
the tweet.
– Example B: By using a period before the handle (@),
this tweet can be seen by all of @UWM’s followers.
#UWMSM

12. Hashtags (#)
• Hashtags:
– Used to categorize tweets by keyword or topic
– If you tweet with a hashtag on a public account,
anyone who does a search for that hashtag would
see your tweet
– Keep it to three hashtags per tweet
– Hashtags can occur anywhere in the tweet –
beginning, middle or end
– Hashtagged words that become very popular are
often Trending Topics
#UWMSM

13. Common UWM Hashtags
•
•
•
•
•
•
•
#UWM: Talking about UW-Milwaukee
#PantherProud: Pride for Milwaukee Panthers
#PantherNation: Pride for Milwaukee Panthers
#UWMgrad: Grad hashtag for commencement
#UWMNSO: New Student Orientation
#UWMaccepted: Accepted to UWM
#UWM18: Class of 2018
#UWMSM

14. Direct Messages
• DM = Direct
Message
– Private tweets
between a sender
and recipient
– Traditionally, two
users had to follow
each other to
DM, but Twitter
plans to let users opt
in to receive DMs
from anyone
#UWMSM

15. Twitter Lists
• Curated
groups of
other Twitter
users. Used
to tie specific
individuals
into a group
on your
account.
#UWMSM

16. UWM
community
http://go.uw
m.edu/UWM
TwitterList
#UWMSM

17. • Use
pic.twitter.com
to upload
photos – 94%
more likely to
be RTed
#UWMSM

18. Other best practices
• Do not post or RT all at once – Schedule your
tweets throughout the day (try using hootsuite)
• Post at least 3 to 4 times a week, but avoid too
much in a day (More than 4 times per day)
• Include links, pictures and videos
• Remember to keep your tweets prompt and timely
• Tweets shorter than 100 characters get 17% higher
engagement rate
#UWMSM

19. Facebook
#UWMSM

20. Create a page, not a profile
#UWMSM

21. What posts are working?
**Check
out the
insights
#UWMSM

22. What posts are working?
#UWMSM

23. What posts work?
• Give fans
exclusive
information
#UWMSM

24. Photos
generate
120% more
engagement
than average
posts
Be timely
#UWMSM

25. How to grow your page?
• Post signage in office
• Claim a Facebook web address and put it in
marketing materials (Email, business cards,
pamphlets, mailings, etc.)
• Add the like button to your website
• Consider Facebook ads or sponsored stories
• Post shareable content
#UWMSM

26. Follow the UWM community on Facebook
Visit:
http://go.uwm.edu/
UWMFacebookPages
#UWMSM

27. Instagram
#UWMSM

28. #UWMSM

29. UWM monitors (comments & <3’s) #UWM & #UWMilwaukee photos uploaded to Instagram.
13,642 photos have been uploaded to Instagram using #UWM.
#UWMSM

30. Dos…
• Ask permission for use of photos posted to
Instagram by others
• Photos should be creative and aesthetically
pleasing
• If you are replying to a photo, tag the user with
@username so he or she receives the notification
• Write a caption to explain the photo
• Use hashtags to increase visibility
#UWMSM

31. Don’ts…
• Like all #UWM or #UWMilwaukee photos,
especially selfies
• Flood the feed – Only one photo per day
• Take horizontal photos – Photos should be vertical
• Post DSLR photos – Instagram is meant to celebrate
the beauty of mobile & spontaneous photography
• Ask people to follow you when commenting on
photos
#UWMSM

32. Don’ts…
• Like all #UWM or #UWMilwaukee photos,
especially selfies
• Flood the feed – Only one photo per day
• Take horizontal photos – Photos should be vertical
• Post DSLR photos – Instagram is meant to celebrate
the beauty of mobile & spontaneous photography
• Ask people to follow you when commenting on
photos
#UWMSM

33. Ways to connect…
• Email wagner3@uwm.edu to get on the social
media listserv: uwm-sm@uwm.edu
• Connect on Twitter using #UWMSM
• Join the private Facebook group:
http://facebook.com/groups/uwmsm
#UWMSM