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A Comprehensive Social Media Strategy
Robin Krauseassistant director of marketing services
Heather Hickersonmarketing writer / editor
Presentationwww.ucmo.edu/ur/case
Office of University Relations
• Besides our traditional marketing functions, University Relations maintains the university’s “official” social media presence.
• Work closely with individuals across the institution.
• Measuring effectiveness of our efforts.
Why Write a Social Media Strategy?
• Build brand loyalty • Cultivate relationships • Have direct interaction with audiences• Connect and share
UCM’s Social Media History
• UCM YouTube channel• Flickr• Facebook profile for Mo the Mule• Changed to Facebook fan page• Carry brand designs to the Web• Twitter
Steps in Developing Strategy
• Set your goals• Identify your audience• Narrow your focus• Create content• Engage your audience• Measure and evaluate your results
Progress
• Meet with other campus groups to get them to consider whether they could put in the effort and the resources to be successful with social media on their own.
• Buy-in from most campus groups• Many existing groups / fan pages encouraged
their fans to join the main UCM site instead.
Evaluation
• Determine key indicators to track, such as:• Total interactions• Comments• Likes• Wall posts• Retweets• Subscribers
• Use these indicators to determine future efforts
Facebook Evaluation
Q & A
A Comprehensive Social Media Strategy
Robin Krauseassistant director of marketing services
Heather Hickersonmarketing writer / editor
Presentationwww.ucmo.edu/ur/case