the scroll....elements of a great institutional social media strategy

�� …Elements of a �

Great Institutional Social Media Strategy

Jessica Krywosa (@jesskry)

Director of Interactive Content Strategy

hamilton.edu/thescroll

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

Research

The Basics

The Basics

•  What is “The Problem”?

The Basics

•  What is “The Problem”? •  Who is the audience?

The Basics

•  What is “The Problem”? •  Who is the audience? •  Trying to communicate?

The Basics

•  What is “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

@Hamilton

@Hamilton

@Hamilton

Buy In

Educate & Support

Educate & Support

•  Teach strategy

Educate & Support

•  Teach strategy

•  Support their projects

Educate & Support

•  Teach strategy

•  Support their projects

•  Top down/bottom up

Educate & Support

•  Teach strategy

•  Support their projects

•  Top down/bottom up

•  High tides lift 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

Which best describes your social media staff?��A. One full time position��B. “Additional duties as assigned”��C. A student/students��D. Other

Branding�(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

@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

@Hamilton

@Hamilton

Q&A Break�

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 other areas

@Hamilton

@Hamilton

@Hamilton

Collaborative

Shared Creation

Shared Creation

•  Audience ideas

Shared Creation

•  Audience ideas

•  Continued education

Shared Creation

•  Audience ideas

•  Continued education

•  Policy vs. guidelines

@Hamilton

@Hamilton

@Hamilton

Measured

Defined Goals

Defined Goals

•  Vanity metrics

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

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@jesskry