Connect Your Own Dots: Social Media Integration as a Best Practice
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The document discusses best practices for integrating social media in communication strategies at educational institutions. It highlights the importance of a coordinated web presence, utilizing campaigns, and connecting multiple channels to effectively reach target audiences. Key recommendations include creating partnerships, using editorial calendars, and testing communication efforts to ensure success in achieving outreach goals.
Connect Your Own Dots: Social Media Integration as a Best Practice
- 1. Connect Your Own Dots: Social Media Integration as a Best Practice CASE Annual Conference for Publications Professionals 2012 mStoner
- 2. Susan T. Evans Senior Strategist @susantevans
- 3. “It’s been a long time comin’...” 1969
- 7. Twitter
- 8. Twitter
- 9. Twitter
- 10. It’s not about us, it’s about the audience we want to reach. #truethat #casepubs
- 11. Inbound marketing is more effective for earning the attention of audiences. #casepubs
- 12. Our Agenda I. It’s a web presence, people. II. Run a campaign! III. Make a smashup for them? IV. Coordination not desperation.
- 13. Everything is connected to everything else. Michael Stoner (2010) http://mstnr.me/9uemQS
- 14. .edu
- 15. Multi-channel communication. Please, connect the dots for your audience. Integrate. Again, I say, integrate! page
- 16. “We already have a social media coordinator who takes care of all that for us.”
- 17. Play nice...
- 18. It’s a web presence people! 1
- 19. #authenticity Footprint = Collection of content across multiple channels that represents you.
- 20. Instead, the big fat footer... strip strip Vanderbilt University - news.vanderbilt.edu/
- 21. A social footer... Elizabethtown College - etown.edu
- 22. A social strip just above the footer... Webster University - webster.edu ...or in the middle of the homepage
- 23. Lead them home!
- 24. Publish (and promote) regular features. George School - Our Week in Pictures
- 25. Connect print and web and social. William & Mary - ampersandbox.wm.edu
- 26. Connect print and web and social. William & Mary - ampersandbox.wm.edu
- 27. Connect print and web and social. William & Mary - ampersandbox.wm.edu
- 28. Connect print and web and social. William & Mary - ampersandbox.wm.edu
- 29. Connect print and web and social. William & Mary - ampersandbox.wm.edu
- 30. Wherever you go, there you are! Seriously. “Mobile is social media-ish.” mStoner Blog: Mobile + Social = Social + Mobile Is mobile web a social media tool?
- 32. Run a campaign! 2
- 33. #getresults Social Media Campaign = Focused effort to achieve goals using a variety of channels appropriate to the results sought.
- 34. Oregon State University Powered by Orange Campaign
- 35. http://poweredbyorange.com “It’s you — the network of alumni, students, faculty, staff, friends and fans connected to Oregon State University. It’s the positive impact you make every day in Portland and beyond – on the economy, the environment and the community. Use this Web site to tell your story and connect with the other practical idealists who are Powered by Orange.”
- 37. Map yourself.
- 38. Everywhere...
- 39. Nazareth College Flight of the Flyers Campaign
- 40. http://www.flightoftheflyers.com/ “To be honest, I was surprised at how well it did take off, both years. I thought it was kind of a harebrained idea. We wanted to have some fun—I had no idea how much people would like it.” — Kerry Gotham, Director of Alumni Relations at Nazareth College
- 41. Find your flyer.
- 42. Get a Golden Flyer!
- 43. William & Mary Mascot Search Campaign
- 44. College of William & Mary http://www.wm.edu/mascot
- 46. Meet the William & Mary Griffin http://www.wm.edu/mascot
- 48. Make a smashup for them! 3
- 49. #contenthub Smashup = Content, curated from multiple sources, to create a new destination or service.
- 50. utexas.edu/know/
- 51. utexas.edu/know/
- 52. now.tufts.edu/
- 53. tufts.edu/
- 54. tufts.edu/
- 58. #socialdirectory Directory = The what and where of your social channels.
- 59. social.wm.edu
- 60. social.wm.edu
- 61. social.wm.edu
- 62. nd.edu/social/
- 64. Call for campus coordination! 4
- 65. #nosilos Share information = Coordinate with everyone who has the word “communications” in their title.
- 66. Focus on content. What’s that you say?
- 67. Use an editorial calendar. Brought to you by UT Austin...
- 68. April 2012 Editorial Calendar Web Features April 9-13 Carousel Stories A Tree of Life Grows in Texas and Tandy Warnow (Signature Story) TACC Changers (through Wed only) Game Elections 2012 Video – Henson w/Vicky deFranceso Soto (Government) Essay – Regina Lawrence (Communication) Elections 2012 Energy Poll (McCombs) Honors Day (Cockrell) Pending Smoking Cessation (University Operations) Pending April 16 – 20 Carousel Stories Texas Book Photo Slideshow (Signature Story) Committee on Business Productivity (Administration) Research Week (UGS & Senate of College Councils) Architecture in the Americas (Architecture)
- 69. April 16 – 20 Carousel Stories Continued Elections 2012 Video w/ Henson & Robert Prentice Oil and Governance (LBJ School) Ben Ruben/Cronkite Installation (Communication) April 23 – 27 Carousel Stories “Switch” Energy Project (Jackson School) Community College Engagement (Education) Child Development Center (Human Ecology) Ben Ruben/Cronkite Installation (Communication) continued Twenty Years of Diabetes Research in South Texas (Nursing) April 30 - May 4 Carousel Stories Early Earners Economics (Signature) COLA University Extension – Peace Corps Student Video (CIE) Tower Lighting (April 3) Staff Recognition Awards Tower Darkening (April 4) UT Remembers
- 70. April 2012 Editorial Calendar Social Media April 2012 UT Austin Social Media Pushes Voices Against Violence (April 4) Blanton Student Fest (April 5) White House Youth Town Hall (April 10) Game Changers (April 11) ¡A Viva Voz! (April 12) Margaret Berry SAC Atrium Dedication (April 13) Honors Day (April 14) Forty Acres Fest (April 14) Austin’s Cultural Campus Concert Crawl (April 14) Waller Creek Cleanup (April 14) Longhorn Run (April 14)
- 71. April 2012 UT Austin Social Media Pushes Continued Research Week (April 16-20) Longhorn Research Bazaar (April 18) Ben Rubin Art Projection Installation (April 19) “Contour” Fashion Show (April 19) International Symposium on Online Journalism (April 20-21) Butler Opera Center presents “Die Fledermaus” (April 25)
- 72. Host a social media collaborative...
- 73. Recommended • Create partnerships with other campus units • Focus on your web presence (website, social) • Produce great, flexible content (it always makes things easier) • Determine the purpose, relevance and importance of each platform • Integrate social content within your website and print collateral • Think of social as only one element of your marketing and communications strategy
- 74. Bonus! Testing, testing...1, 2, 3
- 75. The bottom line?
- 76. It’s a big scary communication world out there but it is possible to achieve your goals.
- 77. Visit the CASE blog. http://case.typepad.com/case_social_media/ CASE Social Media Conference - April 2013 - Cambridge, MA
- 78. Join the network for intergalactic .edu knowledge. http://eduniverse.org
- 79. Sneak peek! Announcing Social Works
- 80. THANKS! #yourturn Susan T. Evans Senior Strategist susan.evans@mstoner.com @susantevans mStoner