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The Four Pillars of a Social Media Strategy
eduWeb 2011 – San Antonio
Pillar #1 - Broadcasting
Where is your audience?
Ivy Tech’s Facebook Fans
I’m going to Disney World!
Ivy Tech’s YouTube Channel
Ivy Tech’s Twitter Page
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
~ Sun Tzu quotes (Chinese General and Author, b.500 BC)
Create a sense of community & belonging
Provide excellent customer service
Communicate important messages
Showcase students, faculty & staff
Provide a sense of what we are about
Extend the Ivy Tech brand(all social networking)
Communication plan
Treat it like a Helpdesk
Make friends and have fun!
Content Strategy
Website Widgets
Getting the Word Out…
Lure them with free stuff!
Taglines on all communications
Where else are you broadcasting?
What are your goals?
Ask the Audience…
Pillar #2 - Listening
Why Listen?
Protect your brand
Answer questions
Make connections
Find your audience
Listening Tools
FacePinch
Twitter Mentions
BoardReader
BlogPulse
School Name
Nickname
Abbreviations
President
Search Terms
Tread lightly
Respect privacy
Control inappropriate situations
When to Respond
Are you using listening tools?
How often do you comment?
Ask the Audience…
Pillar #3 - Community Management
Community management includes:
Moderation
Maintenance
Customer interaction
Answering questions
Message generation
Coverage
Things you don’t want in a community manager:
Good Community Managers
Good judgment
Team player
Networking skills
Friendly
Brand advocate
Good listening & writing skills
Strong customer service skills
Dependable, honest &
trustworthy
Problem solver
Community Management Tools
Website
Knowledge base
Document repository
Social Media never restsEvening and weekend coverage
necessary
Coverage Schedule
Moderator Guidelines
When to respond
Dealing with the negative
When to take it offline
When to delete (almost never!)
How to write for social media
Who are your community managers?
What are your coverage hours?
Ask the Audience…
How will you measure success?
Pillar #4 - Measurements/Analytics
Align social media goals with institutional strategic goals
Establishing Goals
Insights
Page Views
User Wall Posts
Post Impressions
Post Feedback
Post Likes
Post Comments
Total Likes
New Likes
Unlikes
Twitter Counter & TweetStats
Questions & Answers
Number of followers
Number of mentions
Tweet days and times
Insights
Total SubscribersTotal Views
Most Popular Videos
Who is currently measuring social media?
What are your goals?
Ask the Audience…
Thank You!
Michele Morrical-Hygema
Follow me:
michelemorrical.wordpress.com
@michelemorrical
