Integrating Social Media from the Outset

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

Data-Driven Social Media Strategy (Part 3): Content & Messaging

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

Data-Driven Social Media Strategy (Part 2): Choosing Channels

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

Data-Driven Social Media Strategy (Part 1): Goal-Setting

Friends, it's been a month since I proclaimed that a social media strategy should follow a five-step process. I arrived at my conclusion by weighing the strategy in place at my own university, and acknowledging that we should be basing our plans and decisions on data--on analysis. I found myself the keeper of "new media" … Continue reading Data-Driven Social Media Strategy (Part 1): Goal-Setting

A Social Media Strategy in 5 Steps

Any endeavor into social media should begin with careful thought. Planning. Strategic thinking. In most cases, this is much easier said than done. Allow me to use my own experience as an example. As is often the case, my university jumped into the social media game before my position existed, before anyone was sure where … Continue reading A Social Media Strategy in 5 Steps