your data-driven social media strategy

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Penn State Web Conference 2012


  • 1. Your Data-DrivenSocial Media Strategy Alaina Wiens @alainawiens

2. Social Media StrategyGoalsEvaluate ChannelsMeasure Content 3. Goal-Setting 4. Measurable goals set the foundation for a strong social media strategy.Image Source: 5. Goal-Setting What do you hope to accomplish? What audience to you hope to reach? What kind of community do you want tobuild? What results can you hope to achieve? Can these results be quantified? How will you know when youve beensuccessful? 6. We want UM-Flints social networksto be online communities, where notonly the contentbut the experienceitselfreinforces our brand. At theUniversity of Michigan-Flint,everyone matters. 7. UM-Flints Goals1. Grow the universitys online communities within in-use and new social networks.2. Increase engagement and participation within these communities. 8. ChoosingChannels 9. Choosing Channels Which social networks will best help youreach your goals? Which is preferred or most-used among yourtarget audience? Which networks will best allow you toconnect with your potential community? 10. Concentrate yourefforts first whereyour audiencealready livesmake therelationshipbarrier-free.Image Source: 11. Concentrate onwhat you cando well. Image Source: 12. Because the university is alreadyengaged on Facebook, Twitter,YouTube, Flickr, and Foursquare, weare not in a position to choosechannels from scratch. Instead, ourchoices concern the channels onwhich to focus our energy. 13. Find Your Data Published research Your own research Your own experience Your established communities Your colleagues 14. Content 15. Content How will you communicate? What matters to your audience? What content is the most engaging? How can you best be part of yourcommunity? What messaging will help you reach yourgoals? 16. People like to know whatshappening on campus, they want tobe able to provide feedback to theuniversity, and they like to seethemselves and their peers featuredin photos and videos. 17. Find Your Data Published research Your own research Your own experience Your established communities Your colleagues 18. Find Your Content Editorial meetings Contacts across your campus Content calendar Student newspaper Other social channels 19. Evaluation 20. Evaluation What metrics will measure your success? Is your content reaching your audience? Is your messaging effective? Is your community engaged? Have your goals been reached? 21. Our goal is to identify trends for whatworks (or doesnt) over time.Comparative reports will be compiledon a quarterly basis. 22. Some ExamplesFacebook Percentage of growth per quarter in: total likes,people talking about this, and total reach Most and least successful content per quarter usingpost-level data categorized by content typeTwitter Percentage of growth per quarter in: total followers,interactions (mentions and retweets) Most consumed content per quarter using click-through and share rates 23. What doessuccess looklike? Image Source: template-blank/ 24. Find Your Metrics Insights Growth Reach Followers Impressions Likes Click-throughs Conversation Influencers Trends Interactions Spikes 25. Adaptation 26. Adaptation What is most successful? Are you making progress toward your goal? Is your goal still relevant to your community? Is your community still the same? Where can/should you adjust your methods? 27. Your Communities Communities build themselves. Communities change over time. Demographics may change. Behavior may change. 28. Social Media StrategyGoalsEvaluate ChannelsMeasure Content 29. Resources Noel-LevitzHigher Education Meet Content Web Professionals EDUniverse uwebd FollowEDU .eduGuru BlogHighEd The community