social media strategy for school divisions
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Social Media Strategy for School DivisionsAlberta CACE Regional Meeting - February 2012
Social Media Strategy
Quick Background
‣ I’m Sandra
‣ Box Clever Education
‣ Websites
‣ Intranets
‣ Purpose-built for school divisions
Social Media Strategy
Agenda
‣ Why Use Social Media?
‣ Goals & Objectives
‣ Choosing Tools
‣ Editorial Calendar
‣ Awareness of Social Presence
‣ Monitoring
‣ Responding
‣ Measuring Social Media
Social Media Strategy
Why Use Social Media?
‣ Quick Video – Social Media Revolution
‣ http://www.youtube.com/watch?v=SBXOjEZUIm8
Social Media Strategy
Why should school divisions use Social Media?
‣ Your audiences and demographics are using it
‣ Another audience touch point for sharing information
‣ Find out what others are saying about your brand
Social Media Strategy
Changes in News Vehicles
Social Media Strategy
Let’s Get Started
‣ Does anyone have a complete social media strategy?
‣ Social media strategy should be centered around achieving your communication goals
http://www.convinceandconvert.com/wp-content/uploads/2011/06/Social-Media-Metrics-Sequence-1.jpg
Social Media Strategy
Setting Goals and Objectives
‣ Why set goals?
‣ Avoid frustration & disappointment
‣ Drive target audience actions
‣ Appropriately monitor & measure
‣ Write down 1-2 communication goals
‣ Write down social media goals and how it can help you achieve your communication goals
Social Media Strategy
Setting Goals and Objectives
‣ SMART Objectives for each social media goal
‣ Specific
‣ Measurable
‣ Attainable
‣ Relevant
‣ Timely
Social Media Strategy
Setting Goals and Objectives (Example)
‣ Communication Goal
‣ Increase awareness of new division branding
‣ Social Media Goal
‣ Increase brand ‘buzz’ and website visitors
‣ Social Media Objective
‣ Increase landing page website traffic from Twitter by 20% by June 30, 2012.
Social Media Strategy
Choosing Tools
‣ There’s a lot.
http://viktorbertfelt.files.wordpress.com/2011/04/social_media_conversations_large.jpg
Social Media Strategy
Choosing Tools
‣ What are your goals?
‣ Where is your audience?
‣ What action do you want them to take?
Social Media Strategy
Choosing Tools
‣ How many tools should you use?
‣ Consider:
‣ The size of your communication team
‣ Time commitments for each tool
‣ Which audiences you want to access (students, parents, staff, other)
‣ What action you want your audience to take
Social Media Strategy
Choosing Tools‣ Use social media to drive traffic to the content
on your school division website
‣ Hub & Spoke
bit.ly/bloghubspoke
Website
Social Media Strategy
Website Checklist
‣ Make sure your website is ready for traffic!
‣ User-friendly (for visitors and for you)
‣ Easy to navigate
‣ Easy to keep updated
‣ Clear messaging
‣ Social sharing built-in
Social Media Strategy
Website Checklist
‣ Mobile-friendly
‣ Teacher Blogging for school websites
Social Media Strategy
Editorial Calendar
‣ A calendar of social media tasks
‣ Example:
‣ http://www.moosylvania.com/blog/online-marketing-social-media-calendar/
‣ Plan out your weekly time spent on each tool
‣ Creating posts and applicable/interesting content
‣ Monitoring
Social Media Strategy
Editorial Calendar
Social Media Strategy
Awareness of Social Presence
‣ Make audiences aware of your use of social media
‣ Website
‣ Intranet
‣ Newsletters
‣ Print material
‣ Staff awareness
‣ E-mail signatures
Social Media Strategy
Internal Social Media
‣ Blogging
‣ Superintendent
‣ Teachers
‣ IT
‣ For internal topics thataren’t of public interest
Social Media Strategy
Monitoring
‣ What should you monitor daily?
‣ Wall posts, comments, likes
‣ Questions: about your division, industry
‣ Requests for information or support
‣ Complaints, Feedback & Praise
‣ Blog Comments and Division mentions
Social Media Strategy
Monitoring Tools
‣ Google Alerts
‣ Alerts about your division name in news, blogs, videos etc.
‣ http://www.google.com/alerts
‣ Twitter Advanced Search
‣ Search twitter for news relevant to your division
‣ http://support.twitter.com/groups/31-twitter-basics/topics/110-search/articles/71577-how-to-use-advanced-twitter-search
Social Media Strategy
Monitoring Tools
‣ HootSuite
‣ Monitor different social media accounts in one application
‣ http://hootsuite.com/
‣ TweetDeck
‣ Monitor twitter accounts in one application
‣ http://www.tweetdeck.com/
‣ Google Analytics
‣ Monitor website traffic (important for measuring social media!)
‣ http://www.google.com/analytics/
Social Media Strategy
Responding
‣ Be human
‣ Use and emphasize your key messages
‣ Include content in response
‣ Links to:
‣ website, photos, info graphics, blog posts etc.
‣ cross-link to important campaign pages (Ex: kindergarten registration information)
Social Media Strategy
http://freshspot.typepad.com/.a/6a00d83451f23a69e2010536ab4efc970b-popup
Social Media Strategy
Measurement
‣ What can I measure?
‣ Web page visits
‣ Time on website
‣ Followers/Friends
‣ Comments
‣ Video views
Social Media Strategy
Measurement Tools
‣ Grader
‣ Twitter rankings
‣ http://tweet.grader.com/
‣ Google Analytics
‣ http://www.google.com/analytics/
‣ Online surveys
‣ Ask for feedback
‣ Wufoo: http://wufoo.com/
‣ Survey Monkey: http://www.surveymonkey.com/
Social Media Strategy
Measurement Tools
‣ Bit.ly links
‣ Track and analyze links
‣ http://bitly.com/
‣ Google Alerts
‣ Track and analyze ‘buzz’
‣ http://www.google.com/alerts
Social Media Strategy
Questions?
‣ sandra@boxcleveredu.ca
‣ BoxCleverEdu.ca
‣ @boxcleveredu
‣ Blog
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