edith cowan university social media in organisations

Marketing and Communications Service Centre Edith Cowan University

Edith Cowan University Social Media

Andrew Dunbar

Web Business Manager

Marketing and Communications Service Centre Edith Cowan University

About ECU

•  Is a large multi-campus institution serving communities in Western Australia and a significant cohort of international students.

•  More than 20,000 students at both undergraduate and postgraduate levels.

•  Approximately 4,000 of these are international students originating from over 90 countries.

Marketing and Communications Service Centre Edith Cowan University

Social media

•  Participate in the conversation – its probably happening right now whether you like it or not.

•  Manage your brand and reputation. Are you prepared for positive and negative conversations?

•  Add value for you audience. Two way engagement.

•  Market research and competitor monitoring.

Why get involved?

Marketing and Communications Service Centre Edith Cowan University

Social media at ECU

•  Multiple channels across multiple social fronts (Facebook, Twitter, YouTube, LinkedIn, Foursquare.

•  Multiple areas managing their own channel content.

•  Consistent branding, structure and operation.

•  Centralised committee, guidelines and directory – the Social Circle.

What are we doing?

Marketing and Communications Service Centre Edith Cowan University

Social media at ECU

Marketing and Communications Service Centre Edith Cowan University

Social media at ECU

Marketing and Communications Service Centre Edith Cowan University

Social media at ECU

Marketing and Communications Service Centre Edith Cowan University

Social media at ECU

Marketing and Communications Service Centre Edith Cowan University

Social media at ECU

Marketing and Communications Service Centre Edith Cowan University

Social media challenges

•  Monitoring. – Channels open 24/7. – Use monitoring tools.

•  Resourcing. – Can you ensure that all queries are responded to in

a reasonable timeframe?

What should you consider?

Marketing and Communications Service Centre Edith Cowan University

Social media appropriateness

•  Do you have a clearly defined mission and goal?

•  Do you have a content strategy?

•  Do you believe your target audience is present in the channel in sufficient numbers to warrant a presence?

•  Do you wish to broadcast a message? If so, can it be distributed through any existing channels?

Can you answer the following?

Marketing and Communications Service Centre Edith Cowan University

Managing risk

•  Negative conversations can damage brand. – Do you have a strategy for dealing with these?

•  Is social media covered in your critical incident

communications plan?

•  Inappropriate use/content by staff. – Better guidelines. – Better education.

Are you prepared?

Marketing and Communications Service Centre Edith Cowan University

Social circle

•  Directory page of all our social media channels.

•  Integrated with public APIs using Javascript/JSON.

•  Automatic highlighting of appropriate channel.

•  Plugin based - can reuse modules within website.

What is the Social Circle?

Marketing and Communications Service Centre Edith Cowan University

Social circle

•  Education, both for users and administrators. – Multiple options within one media channel. – Multiple media channels on offer.

•  Governance.

– Consistent placement across website, email, news. –  Information regarding appropriateness.

Why develop the Social Circle?

Marketing and Communications Service Centre Edith Cowan University

Whats next?

•  Move beyond posts – engage with video, photos.

•  Advocates – engage students to participate on our behalf – builds trust.

•  More media channels?

Where do we go now?