Social media can be a great way to tell your story and engage with your audience. While many departments and schools have individualized social accounts, those considering online engagement should develop a strategy and content plan. If you have questions along the way or want to discuss a new idea, reach out to Cassaundra Sigaran.
Leverage existing channels before starting your own.
For social media to be an effective communication tool, you have to be present and responsive. Establishing a social media channel and then deserting it or not regularly checking in will reflect poorly on the university. Consider how your potential social media content may have a stronger home on university-level social media channels.
Understand the platforms.
There are numerous social media platforms — Facebook, Twitter and Instagram are just a few examples. Each social platform has a specific personality, cadence and type of content that resonates with audiences. Because of this, strategy development is the key to building a lasting and engaging social media program.
Not every social media platform will be beneficial to every entity at the university. Understanding your audience and the objectives of your social media effort will help you maintain relevance and find the most effective ways to engage users.
Develop a strategy.
Understanding your audience’s interests, objectives and content sources are the foundations of developing a social media plan that is right for your needs. Social media strategies rely heavily on posting frequency and creative content sources. Without them, channels are not sustainable and not effective.
Brand your social media presence.
In order to avoid degradation, distortion or improper treatment of the university logo or seal, and to maintain a suite of social presences that are cohesively branded across the university, the following social media brand guidelines have been established for university-wide usage. Following these guidelines will ensure you’re representing the university on third-party social media platforms appropriately.
Consider your avatars, profile and background images to be extensions of your web presence. Your visual presentation on social media should be visually linked to your website, as well as follow the visual brand guidelines outlined here. But this is also an opportunity to have fun and present the unique personality of your unit.