The Four Pillars of a Social Media Strategy eduWeb 2011 – San Antonio

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

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

Coverage

Message generation

Things you don’t want in a community manager:

Good Community Managers

Team Player

Good judgment

Networking skills

Friendly

Brand advocate

Good listening & writing skills

Strong customer service skills

Dependable, honest &

trustworthy

Natural mediator

Community Management Tools

Website

Document repository

Knowledge base

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

mhygema@ivytech.edu

Follow me:

michelemorrical.wordpress.com

twitter.com/michelemorrical