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Building an effective social media strategy
Dr. Janelle WardErasmus University Rotterdam
25 May 2012
What we will cover today○ Understanding web presence ○ Communication via social media ○ Your organization's social media use ○ Best practice ○ General recommendations
Web presence○ Official website ○ Social media
The role of communication○ One-way ○ Interactive
One-way online communication
○ Generally based on a broadcast model (sender to receiver), and is primarily informative in nature
○ My research: most communication was one-
way
Interactive online communication
○ Two-way communication: response and feedback○ ‘transactional’ interactivity: Gathering information
from users○ ‘coproductive’ interactivity: Encouraging users to
respond to the organization and to other users ○ My research: little transactional, almost no
coproductive
○ Est. 2004; 900 million users ○ My findings: transparent - though
superficial - interaction with supporters
○ Est. 2006; 500 million users
○ My findings:
mainly used as a broadcasting medium (one-way communication)
Today's participants: social media practices
○ studio italia-Rome○ FB icon; link back to website
○ Het Perspectief-Gent○ "like us!"; Twitter broadcast
○ west-street-marketing-London○ unusual icons; Twitter ratio, RT overload
○ Volkshochschulen – Rheinfelden○ no social media (googled); contact info clear
○ EOI Toledo○ FB (open) group instead of page (alumni & employees)
Recommendations
○ Start with a strategy; continue with a strategy○ where are you now? where do you want to go?
where/how will you assess along the way? ○ Talk to your users ○ Choose platforms carefully and stay updated ○ Make web presence holistic
Thank you!
○ The book: Communicating Citizenship Online. Hampton Press: 2012
○ Email: [email protected] ○ Web: janelleward.com○ Twitter: @janelle_ward
