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This presentation is an extract from a workshop which I facilitate for colleagues at the University of Leeds.
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Kirsten Thompson@_KirstenT | [email protected] | University of Leeds
Your university social media strategy
Context: university use of social
media
1. Review
University digital identity = everything about “us” on the web
We cannot control our digital identity but we can manage it by working together
Review your existing university presence
Delete any unused accounts
Monitor chatter about your university identity (service, dept., project etc.)
Speak to the Communications Team and your marketing manager
2. PlanWhat are you aiming to achieve? Who will manage? Can you make use of an existing University presence? Refer to guidance
Include social media in your wider marketing strategy – multi-channel
Identify platforms used by your peers and/or target audience
Research policies from relevant bodies, understand platform terms
Consider separating personal, professional and university identities
3. Brand
Be consistent with your profiles but tailor to each platform
Use university logo
Use vanity URLs e.g. Facebook.com/yourname
Use official name
Be clear about purpose – think like a search engine – what are your key words?
Link to official university website – how can people verify your social media presence as authentic? List your social profiles on university website.
4. ProtectOnline conduct:• Existing laws apply• Privacy and anonymity do not =
protected• Impact of sharing university
opinion (not your opinion)
Mobile and security:• Use official and trusted third-party
apps – seek advice and check reviews
• Location services – what else are you sharing via your phone?
• How secure are your devices?
5. Connect
Be selective regarding who you (the university) connect with publicly online Make relevant professional connections – no endorsing third parties No rules about duration of social media relationships/connectionsUse mobile apps to keep in touch with your networks – BUT do you need to be logged into work-related social profiles and apps at all times?
6. Engage
Level and frequency = consider your aims, global audience
Consistent language
Keep it relevant and think before you post, share, like
Acknowledge people (if you say you will) but ignore, block and report spammers
Develop a communications policy and community rules – how can members report abuse?
Use an editorial calendar – plan
Tailor messages to each platform and identify best times to post
7. EvaluateContinue to review your university digital identity and evaluate your university social media activity (account, content, engagement, impact)
Keep updated with platform and mobile app developments
Monitor your privacy settings
Keep updated with legal developments
Have an exit strategy (to close an account AND handover for colleagues managing social media before they leave the university)
