Social Media Strategy for School Divisions

Social Media Strategy for School DivisionsSocial Media Strategy for School DivisionsAlberta CACE Regional Meeting - February 2012Alberta CACE Regional Meeting - February 2012

Social Media Strategy

Quick BackgroundQuick Background

‣ I’m Sandra

‣ Box Clever Education

‣ Websites

‣ Intranets

‣ Purpose-built for school divisions

Social Media Strategy

AgendaAgenda

‣ Why Use Social Media?

‣ Goals & Objectives

‣ Choosing Tools

‣ Editorial Calendar

‣ Awareness of Social Presence

‣ Monitoring

‣ Responding

‣ Measuring Social Media

Social Media Strategy

Why Use Social Media?Why Use Social Media?

‣ Quick Video – Social Media Revolution

‣ http://www.youtube.com/watch?v=SBXOjEZUIm8

Social Media Strategy

Why should school divisions use Social Media?Why should school divisions use Social Media?

‣ Your audiences and demographics are using it

‣ Another audience touch point for sharing information

‣ Find out what others are saying about your brand

Social Media Strategy

Changes in News VehiclesChanges in News Vehicles

Social Media Strategy

Let’s Get StartedLet’s Get Started

‣ Does anyone have a complete social media strategy?

‣ Social media strategy should be centered around achieving your communication goals

http://www.convinceandconvert.com/wp-content/uploads/2011/06/Social-Media-Metrics-Sequence-1.jpg

Social Media Strategy

Setting Goals and ObjectivesSetting Goals and Objectives

‣ Why set goals?

‣ Avoid frustration & disappointment

‣ Drive target audience actions

‣ Appropriately monitor & measure

‣ Write down 1-2 communication goals

‣ Write down social media goals and how it can help you achieve your communication goals

Social Media Strategy

Setting Goals and ObjectivesSetting Goals and Objectives

‣ SMART Objectives for each social media goal

‣ Specific

‣ Measurable

‣ Attainable

‣ Relevant

‣ Timely

Social Media Strategy

Setting Goals and Objectives (Example)Setting Goals and Objectives (Example)‣ Communication Goal

‣ Increase awareness of new division branding

‣ Social Media Goal

‣ Increase brand ‘buzz’ and website visitors

‣ Social Media Objective

‣ Increase landing page website traffic from Twitter by 20% by June 30, 2012.

Social Media Strategy

Choosing ToolsChoosing Tools

‣ There’s a lot.

http://viktorbertfelt.files.wordpress.com/2011/04/social_media_conversations_large.jpg

Social Media Strategy

Choosing ToolsChoosing Tools

‣ What are your goals?

‣ Where is your audience?

‣ What action do you want them to take?

Social Media Strategy

Choosing ToolsChoosing Tools

‣ How many tools should you use?

‣ Consider:

‣ The size of your communication team

‣ Time commitments for each tool

‣ Which audiences you want to access (students, parents, staff, other)

‣ What action you want your audience to take

Social Media Strategy

Choosing ToolsChoosing Tools‣ Use social media to drive traffic to the content

on your school division website

‣ Hub & Spoke

bit.ly/bloghubspoke

Website

Social Media Strategy

Website ChecklistWebsite Checklist

‣ Make sure your website is ready for traffic!

‣ User-friendly (for visitors and for you)

‣ Easy to navigate

‣ Easy to keep updated

‣ Clear messaging

‣ Social sharing built-in

Social Media Strategy

Website ChecklistWebsite Checklist

‣ Mobile-friendly

‣ Teacher Blogging for school websites

Social Media Strategy

Editorial CalendarEditorial Calendar

‣ A calendar of social media tasks

‣ Example:

‣ http://www.moosylvania.com/blog/online-marketing-social-media-calendar/

‣ Plan out your weekly time spent on each tool

‣ Creating posts and applicable/interesting content

‣ Monitoring

Social Media Strategy

Editorial CalendarEditorial Calendar

Social Media Strategy

Awareness of Social PresenceAwareness of Social Presence

‣ Make audiences aware of your use of social media

‣ Website

‣ Intranet

‣ Newsletters

‣ Print material

‣ Staff awareness

‣ E-mail signatures

Social Media Strategy

Internal Social MediaInternal Social Media

‣ Blogging

‣ Superintendent

‣ Teachers

‣ IT

‣ For internal topics thataren’t of public interest

Social Media Strategy

MonitoringMonitoring

‣ What should you monitor daily?

‣ Facebook

‣ Wall posts, comments, likes

‣ Twitter

‣ Questions: about your division, industry

‣ Requests for information or support

‣ Complaints, Feedback & Praise

‣ Blog Comments and Division mentions

Social Media Strategy

Monitoring ToolsMonitoring Tools

‣ Google Alerts

‣ Alerts about your division name in news, blogs, videos etc.

‣ http://www.google.com/alerts

‣ Twitter Advanced Search

‣ Search twitter for news relevant to your division

‣ http://support.twitter.com/groups/31-twitter-basics/topics/110-search/articles/71577-how-to-use-advanced-twitter-search

Social Media Strategy

Monitoring ToolsMonitoring Tools

‣ HootSuite

‣ Monitor different social media accounts in one application

‣ http://hootsuite.com/

‣ TweetDeck

‣ Monitor twitter accounts in one application

‣ http://www.tweetdeck.com/

‣ Google Analytics

‣ Monitor website traffic (important for measuring social media!)

‣ http://www.google.com/analytics/

Social Media Strategy

RespondingResponding

‣ Be human

‣ Use and emphasize your key messages

‣ Include content in response

‣ Links to:

‣ website, photos, info graphics, blog posts etc.

‣ cross-link to important campaign pages (Ex: kindergarten registration information)

Social Media Strategy

http://freshspot.typepad.com/.a/6a00d83451f23a69e2010536ab4efc970b-popup

Social Media Strategy

MeasurementMeasurement

‣ What can I measure?

‣ Web page visits

‣ Time on website

‣ Followers/Friends

‣ Comments

‣ Video views

Social Media Strategy

Measurement ToolsMeasurement Tools

‣ Grader

‣ Twitter rankings

‣ http://tweet.grader.com/

‣ Google Analytics

‣ http://www.google.com/analytics/

‣ Online surveys

‣ Ask for feedback

‣ Wufoo: http://wufoo.com/

‣ Survey Monkey: http://www.surveymonkey.com/

Social Media Strategy

Measurement ToolsMeasurement Tools

‣ Bit.ly links

‣ Track and analyze links

‣ http://bitly.com/

‣ Google Alerts

‣ Track and analyze ‘buzz’

‣ http://www.google.com/alerts

Social Media Strategy

Questions?Questions?

‣ sandra@boxcleveredu.ca

‣ BoxCleverEdu.ca

‣ @boxcleveredu

‣ Blog

That’s all!That’s all!www.boxcleveredu.ca www.boxcleveredu.ca