Developing a Social Media StrategyAshley Schaffer, Ebe Randeree

Ebe.Randeree@cci.fsu.edu

How will an effective Social Media Strategy help STARS reach its goals?

INTRODUCTION•Developing a Social Media strategy is essential to any organization’s strategic plan•Social media is not about the “hard sell” or “push of content”; it is about engaging and building relationships with your stakeholders •A Social Media strategy should be the right fit for the organization, supported by adequate resources and a long-term commitment•Social Media goals should be SMART and should support other efforts in the organization; social media engagement is an organizational effort with goals and measurable results

WHERE TO START•Determine goals/objectives•Do your research •Engage in digital curation (determine social influencers, relevant contacts, engaging content, existing channels)•Start the engagement, develop relationships – each platform requires a different approach•Reinforce relationships both online and off-line; build a reputation for follow through•Measure results and compare to goals•Analyze data and adapt engagement •Test/experiment with new platforms and engagement methods•Be Transparent

INITIATIVE•Social Media can help you promote the organization, recruit students, advertise events, reach key stakeholders, and realize your goals•Marketing and communication plans are essential for any project to succeed•Plans should be platform/tool agnostic; however Facebook, Twitter, YouTube, and LinkedIn are tools that reach a wide audience

RESULTS•YouTube – effective in documenting events; effective in recruiting new students and reaching K-12•Facebook – effective in promoting events, estimating attendance, and reaching a college audience; good engagement tool when event pictures are posted•Twitter – effective in broadcasting news stories from industry and research•LinkedIn – effective in branding individual STARS members; effective in reaching alumni and industry leaders

NEXT STEPS•Continue to use 4 primary platforms•Continue to build relationships•Look for ways to engage using newer platforms (Vine, Vimeo, Instagram, maybe G+)•Find a better way to support platforms (lack of video skills in SLC hurts us)•Partner with other STARS to create and promote Personal Learning Networks (#STARSCorps, #cel13)•Social Media is about people – find new ways for STARS SLC to connect

QUESTIONS YOUR SLC SHOULD ASK•Do we have a SM strategy?•How can SLC students stay connected through SM (at your school, nationally)?•How can SLC students use SM to get the word out (about their activities, events, successes) ?•What are the best tools that can be used to get effective reach for events and effective press coverage (how to get attention beyond the university walls)? •How do you measure ROI – what to measure besides LIKES?  •How do you stay ahead of the NEWS and ahead of the tools?