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Social Media Workshop for Communicators in Higher Education

Presented at University of Richmond, June 2011

Susan T. Evans
Director of Creative Services
William & Mary

Two, 30-minute discussions about social media strategy were part of the afternoon agenda. The conversations centered around:

  • techniques - do you integrate multiple channels? do you rotate responsibility for posting content?
  • measurement - what statistics and data do you track? what quantitative goals do you have?
  • content - is it all about you? does your content address general higher education issues? is it more than words?
  • engagement - how do you ensure that you’ll hear from your followers? what will you do to encourage a conversation?
  • purpose - why do you use social media? do you use all platforms in the same way to accomplish the same things?
  • values - is your voice the one that matters most? is criticism and disagreement allowed in your community?
  • policy - is profanity allowed? will you remove hate language if posted as a comment on one of your channels?
  • oversight - do you manage departmental and student organization channels centrally? are there visual standards?
  • brand management - does your content support your messaging? are you reinforcing your reputation through social media?