your university social media strategy

Kirsten Thompson@_KirstenT | K.Thompson@adm.leeds.ac.uk | University of Leeds

Your university social media strategy

Context: university use of social

media

1. Review

University digital identity = everything about “us” on the web

We cannot control our digital identity but we can manage it by working together

Review your existing university presence

Delete any unused accounts

Monitor chatter about your university identity (service, dept., project etc.)

Speak to the Communications Team and your marketing manager

2. PlanWhat are you aiming to achieve? Who will manage? Can you make use of an existing University presence? Refer to guidance

Include social media in your wider marketing strategy – multi-channel

Identify platforms used by your peers and/or target audience

Research policies from relevant bodies, understand platform terms

Consider separating personal, professional and university identities

3. Brand

Be consistent with your profiles but tailor to each platform

Use university logo

Use vanity URLs e.g. Facebook.com/yourname

Use official name

Be clear about purpose – think like a search engine – what are your key words?

Link to official university website – how can people verify your social media presence as authentic? List your social profiles on university website.

4. ProtectOnline conduct:• Existing laws apply• Privacy and anonymity do not =

protected• Impact of sharing university

opinion (not your opinion)

Mobile and security:• Use official and trusted third-party

apps – seek advice and check reviews

• Location services – what else are you sharing via your phone?

• How secure are your devices?

5. Connect

Be selective regarding who you (the university) connect with publicly online Make relevant professional connections – no endorsing third parties No rules about duration of social media relationships/connectionsUse mobile apps to keep in touch with your networks – BUT do you need to be logged into work-related social profiles and apps at all times?

6. Engage

Level and frequency = consider your aims, global audience

Consistent language

Keep it relevant and think before you post, share, like

Acknowledge people (if you say you will) but ignore, block and report spammers

Develop a communications policy and community rules – how can members report abuse?

Use an editorial calendar – plan

Tailor messages to each platform and identify best times to post

7. EvaluateContinue to review your university digital identity and evaluate your university social media activity (account, content, engagement, impact)

Keep updated with platform and mobile app developments

Monitor your privacy settings

Keep updated with legal developments

Have an exit strategy (to close an account AND handover for colleagues managing social media before they leave the university)