Social Media Strategy Overview and Planning Guide

Transcription

1 Scial Media Strategy Overview and Planning Guide Table f Cntents 1. Strategy Overview Page 2 2. Gals and Objectives Page 2 3. Audiences Page 3 4. Applicatins Page 3 5. Rles and Respnsibilities Page 3 6. General Guidelines Page 4 7. Cntent and Tpics Page 4 8. Respnding t Inquiries and Criticism Page 5 9. Writing Guidelines Page Publishing Schedule Page Public Scial Media Plicy Page 8 *This verview and planning guide has been adapted frm the Graduate Scial Media Cuncil Planning Guide and the Scial Media Strategy Undergraduate Schl.

2 Scial Media Strategy Overview The tls available t Babsn within scial media frm blgs t scial netwrks and beynd represent new ways t supprt the achievement f the fllwing key gals: Enhance the Cllege s reputatin (brand awareness) Build cmmunity amng Babsn stakehlders (cmmunity-building) Achieve incming and utging recruitment gals in majr lines f business (business gals) Enhance stakehlders ability t achieve their gals (stakehlder gals) Our activities, experiments and resurces are fcused n the achievements f these gals. There is enugh data frm Babsn experiments, frm peer institutins, and frm research and ther enterprises t understand sme baseline cncepts. We must, as an institutin, be present and listening t understand hw ur brand is perceived and be a part f any specific cnversatins abut the Cllege We must be able t represent Babsn authentically, in apprpriate different vices Guiding Principles and Best Practices Be authentic Be present, listen and participate Supprt institutinal and departmental bjectives; stay n message as apprpriate Create gals, analyze and define success Be sustainable and flexible take int cnsideratin resurces (time, peple, mney) Gals and Objectives Enhance Babsn reputatin and brand awareness Build cmmunity and engagement amng Babsn s stakehlders Prmte Babsn.edu and related websites Imprve enrllment, retentin, recruitment and alumni relatins Imprve cmmunicatins and feedback systems Enhance stakehlders ability t achieve their gals 2

3 Audiences Prspective students Current students Alumni Faculty and staff Executive Educatin cmmunity Businesses, rganizatins, and partners Applicatins Facebk Twitter LinkedIn YuTube Flickr Blgs Pinterest Ggle+ Instagram Rles and Respnsibilities Administratrs pst with cnsistent vice, adhere t internal plicy. Cntent cntributrs pst with unique vice, adhere t public plicy. Administratrs vs. cntent cntributrs. 3

4 Administratrs have access t create events, pht albums, mdify tabs, delete. Cntent cntributrs have access t pst n the Wall (cmments and phts) and add t the discussin bard nly. General Guidelines Be credible, respectful, helpful, relevant, and interesting. Update ften. Write psts and respnses regularly. Prmptly respnd t cmments and questins. Engage users. Allw cmments n public cntent. Encurage cntributins. Offer plls, discussins, cntests. Be cnsistent. Maintain cnsistent brand identity, tne and frmat f messages, and respnses. Measure perfrmance and imprve strategy. Mnitr analytics data. Track links with bit.ly. Review quality f engagement (cmments, psts, pht/vide cntributins). Research and mnitr trends. Cntent and Tpics Apprpriate cntent and tpics Rle: administratr News and annuncements Public events Pht galleries and vide Plls and discussin tpics Rle: cntent cntributr Wall psts: persnal stries, cmments, questins 4

5 Grup discussins Phts, links t news and events Inapprpriate cntent and tpics Prprietary infrmatin (never plagiarize). Cnfidential infrmatin, including persnal s, letters, and cpyrighted cntent. Material that is harassing, bscene, defamatry, libelus, threatening, hateful, r embarrassing t any persn r entity. D nt pst wrds, jkes, r cmments based n an individual s gender, sexual rientatin, race, ethnicity, age, r religin.* If yu are uncertain abut whether it s kay t pst smething, check with Digital Marketing Directr. Use f the Babsn brand t prmte r endrse a prduct, service r cause, withut the cnsent f Marketing. Respnding t Inquiries and Criticism Only admins shuld respnd t criticism and public plicy vilatins. Anyne can respnd t cmments and general inquiries. Designate apprpriate cntacts fr related inquiries. Fr questins regarding apprpriate respnse t cmments with negative sentiment, please cntact the Digital Marketing Directr. D nt delete user cmments unless there is a clear vilatin f ur public scial media plicy. Direct users t public plicy, as needed. (in draft with legal cunsel) D nt engage in cntrversial r heated arguments. This activity is ften uncnstructive and threatens participatin by thers. Reply t all user cmments, but d nt respnd t questins yu can t answer crrectly. Direct users t apprpriate cntacts. 5

6 Writing Guidelines Prfread all psts fr spelling and grammar. Be cncise. Try t limit wall psts, event descriptins, and ther detailed cpy t ne paragraph equal t three shrt sentences. Fr additinal infrmatin, try linking t additinal surces. Use relevant titles fr wall psts, events, pht albums, and links. Ask yurself, des the title adequately define the related cntent? What wuld a typical user search fr t find this infrmatin? Grammar and punctuatin shuld fllw AP style guidelines, when pssible. Prmptly and visibly crrect mistakes, including misinfrmatin. This is imprtant t maintain credibility and respect in the nline cmmunity. Cite and link t all surces. Prtect cnfidentiality and prpriety infrmatin. Acquire all necessary release frms befre psting phts r vides f anyne (plicy details pending). Ask permissin frm faculty befre publishing class cntent, including lessn plans and vide presentatins. Identify yurself when psting persnal details. Make it clear yur pinins are yur wn. Befre yu pst a cmment r vice an pinin, cnsider yur audiences and their ptential reactins, including prspective and current students, parents, faculty, administratrs, alumni, utside vendrs and partners. Use Twitter editrial cnventins. Psting Althugh tweets are limited t 140 characters, it s imprtant that tweets are clear and understandable. If yu can t meet this requirement, dn t pst the tweet. Use prper spelling and punctuatin. D nt use acrnyms r abbreviatins that are nt widely accepted. Use prper grammar, when pssible. Replying 6

7 When addressing r replying t anther Twitter user, place their username first, such My cffee is cld. (Nte: nly users wh jintly fllw the addressee will see the tweet in their twitter feed.) When addressing r replying t anther Twitter user that yu want all fllwers t see, place a perid befre the username, such as.@starbucks My cffee is cld. Retweeting When retweeting, place RT in frnt f the username, such as Evening classes are cancelled due t adverse weather. (This frmatting cnventin is als referred t as quting.) When pssible, add value t a retweet by placing a cmment befre the RT, such as Be careful, the streets are slippery. Evening classes are cancelled due t adverse weather. D nt use Twitter s Fall 2009 retweet functin because it is nt prperly supprted in all Twitter clients. Linking Use the Bit.ly accunt ( t shrten all links, including web pages, images and vide. This service is used t reduce the length f links as well as generate analytic data. All links and hashtags shuld be preceded by a cln and placed at the end f a tweet, such as View current student grup events: #BabsnEvents (nte: if yu include a link and a hashtag in the same tweet, place the hashtag last). If the link directly pens a vide r PDF, indicate that in brackets after the link, such as Babsn is in the news: [vide]. 7

8 Publishing Schedules Respnd t cmments daily. Updates shuld be made regularly and cnsistently t scial media sites. The fllwing are recmmended publishing schedules, based n applicatin type. Facebk: 3-5 times a week. Twitter: 1-4 times a day. LinkedIn: 1-2 times a week. YuTube: 2-4 times a mnth Public Scial Media Plicy The creatin f a frmal schl-wide plicy is underway, but current plicy guidelines that shuld be adhered t include: Babsn Cmputer Cde f Ethics** D nt publish harassing cntent. Respect the rights and prperty f thers. D nt frge r misrepresent anyne s identity. D nt distribute re-distributin, attempt dwnlading, r dwnlad cpyrighted materials withut the permissin f the cpyright wner. D nt display vulgar language r ther ffensive cntent. * ** 8