edith cowan university social media in organisations

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Marketing and Communications Service Centre Edith Cowan University Edith Cowan University Social Media Andrew Dunbar Web Business Manager

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Page 1: 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

Page 2: Edith Cowan University social media in organisations

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.

Page 3: Edith Cowan University social media in organisations

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?

Page 4: Edith Cowan University social media in organisations

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?

Page 5: Edith Cowan University social media in organisations

Marketing and Communications Service Centre Edith Cowan University

Social media at ECU

Page 6: Edith Cowan University social media in organisations

Marketing and Communications Service Centre Edith Cowan University

Social media at ECU

Page 7: Edith Cowan University social media in organisations

Marketing and Communications Service Centre Edith Cowan University

Social media at ECU

Page 8: Edith Cowan University social media in organisations

Marketing and Communications Service Centre Edith Cowan University

Social media at ECU

Page 9: Edith Cowan University social media in organisations

Marketing and Communications Service Centre Edith Cowan University

Social media at ECU

Page 10: Edith Cowan University social media in organisations

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?

Page 11: Edith Cowan University social media in organisations

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?

Page 12: Edith Cowan University social media in organisations

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?

Page 13: Edith Cowan University social media in organisations

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?

Page 14: Edith Cowan University social media in organisations

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?

Page 15: Edith Cowan University social media in organisations

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?