The Scroll Hamilton's Social Media Strategy (and

Platform)

What are the elements of a great (institutional/brand) social media strategy?

Research

The Basics

The Basics

•  What's The Problem?

The Basics

•  What's The Problem? •  Who is the Audience?

The Basics

•  What's The Problem? •  Who is the Audience? •  Trying to communicate?

The Basics

•  What's The Problem? •  Who is the Audience? •  Trying to communicate? •  Success looks like?

Advanced

Advanced

•  Current Preferences?

Advanced

•  Current Preferences? •  Already Communicate?

Advanced

•  Current Preferences? •  Already Communicate? •  Call to Action?

Advanced

•  Current Preferences? •  Already Communicate? •  Call to Action? •  Competition?

Advanced

•  Current Preferences? •  Already Communicate? •  Call to Action? •  Competition? •  New Tools?

@Hamilton

Buy In

Educate & Support

Educate & Support

•  Strategy Understood

Educate & Support

•  Strategy Understood •  Support Their Projects

Educate & Support

•  Strategy Understood •  Support Their Projects •  Top Down/Bottom Up

Educate & Support

•  Strategy Understood •  Support Their Projects •  Top Down/Bottom Up •  High Tides Raise All Boats

@Hamilton

Ability to Implement

Staff/Culture

Staff/Culture

•  TIme Commitments

Staff/Culture

•  TIme Commitments •  Who Has Control?

Staff/Culture

•  TIme Commitments •  Who Has Control? •  Technical Issues

@Hamilton

Branding (not campaign)

Focused

Brand Support

Brand Support

•  No one Voice outshines

Brand Support

•  No one Voice outshines •  Watch the 'One Offs'

Brand Support

•  No one Voice outshines •  Watch the 'One Offs' •  Everything Supports

Brand Support

•  No one Voice outshines •  Watch the 'One Offs' •  Everything Supports •  Brand, Business & Outcomes

@Hamilton

Authentic

Be Real

Be Real

•  No gimmicks!

Be Real

•  No gimmicks! •  Low Barrier to Entry

Be Real

•  No gimmicks! •  Low Barrier to Entry •  The Good & The Bad

Be Real

•  No gimmicks! •  Low Barrier to Entry •  The Good & The Bad •  Timeliness is Crucial

@Hamilton

Integrated

All of The Things

All of The Things

•  Easy to Find/join

All of The Things

•  Easy to Find/join •  Meaningful Uses

All of The Things

•  Easy to Find/join •  Meaningful Uses •  Coord. Conversations

All of The Things

•  Easy to Find/join •  Meaningful Uses •  Coord. Conversations •  Incorporate into NEws

@Hamilton

Collaborative

Shared Creation

Shared Creation

•  Audience Ideas

Shared Creation

•  Audience Ideas •  Continued Education

Shared Creation

•  Audience Ideas •  Continued Education •  Policy Vs. Guidelines

@Hamilton

Measured

Defined Goals

Defined Goals

•  Vanity Metrics

Defined Goals

•  Vanity Metrics •  Positive Sentiment

Defined Goals

•  Vanity Metrics •  Positive Sentiment •  Visibility

Defined Goals

•  Vanity Metrics •  Positive Sentiment •  Visibility •  Comm via Social

Defined Goals

•  Vanity Metrics •  Positive Sentiment •  Visibility •  Comm via Social •  Completed Goals

@Hamilton

Q&A

FOr More: hamilton.edu/thescroll

@jesskry