During one of my social media strategy presentations this summer, an audience member asked me if I used Klout as a measurement tool. You see, we were discussing goal-setting and defining success so that progress can be measured. Truly, until I was asked about Klout that day, it hadn’t occurred to me that people might … Continue reading Can your Klout land you a job?
Too often on my campus, social media are an afterthought when it comes to marketing campaigns—and I have no one to blame but myself. Big campus event coming up? Let’s promote it on Facebook. College visit season in progress? Let’s retweet students when they talk about a good experience. Great conversation happening? Let’s capture it … Continue reading Integrating Social Media from the Outset
It’s been some time since I’ve shared my progress as I work toward finalizing my university's social media strategy. This is no accident. Some time was spent researching measurement tools. Then some time was spent playing around with said tools. At the moment, the testing of measurement tools is on hold. This sounds cryptic and … Continue reading Data-Driven Social Media Strategy (Part 4): Evaluation
For those of you just tuning in, I am in the process of formalizing my university's social media strategy following a five-step process: goal-setting; choosing social media channels; content and messaging; evaluation; and adaptation. I've explained that we’re going to grow and nurture our connection with online communities, and by which channels. Now the hard(er) part. How … Continue reading Data-Driven Social Media Strategy (Part 3): Content & Messaging
As I share the progress I make toward formalizing the social media strategy for the university where I work, I can't help but feel like I'm offering a very narrow perspective. I hope that my summary here is seen as one example of the countless ways a university or organization could proceed through the steps … Continue reading Data-Driven Social Media Strategy (Part 2): Choosing Channels