A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation www. ucmo. edu/ur/case
Office of University Relations • Besides our traditional marketing functions, University Relations maintains the university’s “official” social media presence. • Work closely with individuals across the institution. • Measuring effectiveness of our efforts.
Why Write a Social Media Strategy? • • Build brand loyalty Cultivate relationships Have direct interaction with audiences Connect and share
UCM’s Social Media History • • • UCM You. Tube channel Flickr Facebook profile for Mo the Mule Changed to Facebook fan page Carry brand designs to the Web Twitter
Steps in Developing Strategy • • • Set your goals Identify your audience Narrow your focus Create content Engage your audience Measure and evaluate your results
Progress • Meet with other campus groups to get them to consider whether they could put in the effort and the resources to be successful with social media on their own. • Buy-in from most campus groups • Many existing groups / fan pages encouraged their fans to join the main UCM site instead.
Evaluation • Determine key indicators to track, such as: • • • Total interactions Comments Likes Wall posts Retweets Subscribers • Use these indicators to determine future efforts
Number of fans Number of interactions Number of Postings Ratio 3167 2958 2822 2656 128 120 107 81 8 September Totals 20 17 15 14 5. 35 4. 8 October Totals November Totals Facebook Evaluation 9. 14 December Totals
Q&A A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation www. ucmo. edu/ur/case
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