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?
